Building Better Lives
VISHAL GROUP BRAND HANDBOOK
A defining body of traits is found at the heart of Vishal Group’s family of companies—strength, harmony, commonality, respect, responsibility, openness and credibility—but without describing a plan for consistently putting them into practice, they will only serve us as reference points, not tools to be leveraged to the advantage of our organization both internally and externally.
This Brand Handbook is about uncovering the principles that define our organization and bringing them into the spotlight, infusing them in the ways we function and communicate and propagating a unique identity and personality that is genuine, consistent, recognizable and impactful.
This Brand Handbook is about uncovering the principles that define our organization and bringing them into the spotlight, infusing them in the ways we function and communicate and propagating a unique identity and personality that is genuine, consistent, recognizable and impactful. Our brand is a fusion of those principles and our vision for the future—the very best case scenario, which we aspire to and believe we can achieve. We’ll get there faster if we stand in solidarity, so we’ve developed a roadmap to visualizing our brand as explained in this handbook. Through applying the Vishal Group brand as a living, working model, we can achieve and maintain a trusted and admired identity, personality and methodology that is consistent and effectual. In doing so, the reputation and charisma of our brand can be embodied in our partnerships, the perceptions of our stakeholders, our company culture and our customers’ experiences. In other words, this handbook is about representing Vishal Group as a brand.
Section ONE:
Core concepts Who is Vishal Group? Mission and Vision Our Values How we work Value Proposition Key brand messages
Section TWO:
Scenarios We are family The door is always open Community first Welcoming challenge
Building Better Lives
Vishal Group
Who we are?
We are a strong, resilient family of diverse peoples and companies based in South Asia. Originating in humble beginnings today we are a major contributor to the national economy of Nepal and to society at large. We are built on values and practice we have held consistent for generations. We have many valued partners and partnerships grounded in long-standing, trusted relationships. Through these we operate in a range of sectors from manufacturing to banking, education and real estate. We are proud to be associated with many global premium brands through our import and distribution arms. We are forward-thinking: continuously seeking new opportunities, using our shared knowledge, taking calculated risks that lead to sustainable, transforming growth. We encourage entrepreneurship, however we are prudent in our investments and actions. We are fair and honest in all we do, approachable and open. We like to keep our finger on the pulse, maintaining our market and business acumen. We value the tremendous wealth of knowledge, experience and talent found across our group.
Mission
Why we do what we do To positively impact our community through successful business enterprise conducted with fairness and honesty. To build a better life.
Our vision
Where we are going Vishal Group will continue to transform and to grow our presence globally. We will meet the changing needs of our people, customers and society through intelligent, integrated development that is true to our values and builds on our trustworthy reputation
We’d like a piece of Vishal Group to be found in every home
Knowledge Family Diversity Winning attitude
Experience
Contributing
People
Respect
Fairness
Respect
Trus
Winning
Sharing
Contrib
Acting wi
Acting with integrity
Opportunity Family Diversity
Knowl
People Strength D Peo
ity
st
g attitude
buting
ith integrity
ledge
Fairness
Vishal Group’s values and how we live these Our family of companies encompasses a wonderful diversity of people, brands and activities spread across an great geographical area. Whilst this creates a magnificent richness it can sometimes be hard to see how we all connect. Take a look beneath the surface and beyond the obvious and you’ll discover that we all share very similar values. Our values form the foundation of our work: they are the things we believe in, the qualities we appreciate and
Our word is reliable. For example: we make every effort to conduct our business ethically and legitimately. We are straight forward and sincere in our business dealings.
Trust & respect Trust is the foundation on which our relationships with partners and stakeholders, clients and colleagues develop. We think trust begins with respect: for ourselves and each other; for our organization and for the many people whose lives we touch.
Contributing, sharing We welcome and encourage different ways of thinking and those who challenge the ‘norm’: in this way we keep moving, keep changing and keep innovating.
expect in ourselves and others; the things we judge are important in life.
Vishal Group values are: •
Fairness;
•
Trust + respect;
•
Contributing + sharing;
•
Celebrating diversity;
•
Acting with integrity;
•
Winning attitude
And these are founded on: strength; experience; resilience; forward-thinking; openness; focus
Celebrating diversity Richness comes from difference. Breadth of vision, flexibility and resilience come from celebrating the great diversity amongst Vishal Group people. We believe we are all different and equal.
Acting with integrity For Vishal people this means looking out for each other, knowing we’ll be supported and also pushed to take new steps … and that we do this with the best of intentions with the long-game in mind.
These are big words with many possible
Winning attitude
interpretations. Here’s what we understand
We give a 100% and strive to be the best; we play to win.
by them….
How we work There is no saying no when it comes to helping and supporting each other: it has to start with yes. We work in an atmosphere of openness and sharing where ideas are listened to and acted on; where all people are treated equally and with respect; where friendship, fairness and a sense of family abound. We are proud of who we are, what we do, our partnerships and reputation. We love to learn and relish opportunities for innovation and growth. We draw strength from our vast wealth of knowledge and experience. We embrace new and different ways of thinking and working. We are resilient and focused, able to leverage our talents and resources to great effect. As owners we live the business – it’s part of our DNA … We strive to integrate our business with national, community and individual needs—to make a positive impact through improved quality of living and the creation of opportunities for development and growth.
We have the power to dream, and the power to act upon those dreams
Our value proposition to our customers
Reputation Our brand is grounded in core values and principles, strong track record of credibility, ďŹ nancially strong and stable, contribution to society and economy is at heart of what we do
Price To offer good value for money: relative high quality for the price paid
Features
Availability
Good solid dependable, consistent (we do the same as others but do it better and more efďŹ ciently)
We will be present wherever our consumers / customers are
Support Stand behind what we sell – VG has a strong sense of ownership Approachability and openness
Quality Work largely with global brand leaders (in quality) Uncompromising on standards Ensuring consumers get the best experience
We represent a profile of high quality brands and products offering consistently great value for money. We aim to be present in every household (in Nepal).
Key brand messages We are proud of who we are, what we do, our partnerships and reputation. We contribute positively to our community. We have a long track record of credibility. We are trustworthy, capable, experienced and robust. We compare ourselves to a family. Our relationships are essential and meaningful. We represent a profile of high quality brands and products offering consistently great value for money. We aim to be present in every household (in Nepal). We strategically and confidently enter and capture new markets. We are bold and take well-thought through risks. We are dynamic and forward moving. We use the learning from many generations of experience and our wealth of valued people to take new steps.
Scenarios The following pages give some examples of how we live our brand; how the values and foundations at our core guide our everyday decision making and actions.
Scenario One
we are family Despite being the biggest cement producer in Nepal the Sales Director is a worried man. An aggressive competitor has entered the market and is attempting to steal customers away with cheap tactics that unfortunately seem to be working. Sales are nose-diving. In all his 20 years of business the manager has never faced such a situation. After 3 months trying to rescue the situation he is at a loss. He sees the Brand Handbook lying on a shelf and starts to read. Three phrases leap out at him. “There is no saying no when it comes to helping and supporting each other: it has to start with yes” “We are resilient and focused, able to leverage our talents and resources to great effect.” “We are dynamic and forward moving. We use the learning from many generations of experience and our wealth of valued people to take new steps.” That’s it! He has the answer. He makes a few phone calls. The following week we see our Sales Director focusing, smiling, laughing even as he listens carefully to the suggestions, advice and links reeling off the tongues of the Sales Directors of the VG sister organisations. Who would have thought that VW Distributors, FCMG, UDN or the Education Foundation people would have been so helpful! Problem solved thanks to the lateral thinking, insight, technology updates and vision from his talented and esteemed colleagues.
Scenario Two
the door is always open A local restaurant is running a big New Year party event. They would like 20 bottles of Johnny Walker Black Label (JW) and in return are happy to promote the brand throughout the restaurant. They say their customers are the same profile as the JW customer. You are junior sales person responsible for the account. You know company policy is to only provide a max of 10 promo bottles at any one event. You could just stick to the company policy: that would keep life easy for you…. but there’s something about this place that feels a bits special. You’re new in to UDN and are really not sure what to do. You refer to the VG Brand Handbook and note the values of trust and respect, openness and sharing, commitment to hard work and feeling of family. You decide to speak to your manager. She remembers seeing that the VG CEO, Anuj, was once at an event at that restaurant. She suggests you contact him. You have heard that Anuj has an open door policy but even so you feel a bit nervous. You call him up, he welcomes your question as he knows the owner and the crowd well. He suggests you should offer 25 bottles for the promo as the restaurant clientele are likely to be excellent local brand ambassadors for JW. You follow his advice; sales with the restaurant increase by 15% over the next six months and you get a whole bunch of new referral customers from the restaurant owner. Thinking long-term, asking the family, knowing they ‘have your back’ and sharing has helped you stay in it to win it!
Scenario Three
Community first UDN distributor (shop) is found to be selling premium products to young kids who are drinking heavily and causing all sorts of problems in their neighbourhood. Sales are up but at what cost to the community? There is vandalism locally, noise and unsightly behaviour that is really affecting local residents. Your choice is to keep quiet and just enjoy the immediate profits or ask for distributor to check IDs and restrict sales which will reduce your monthly bonus and company profits. You check the brand handbook and read about the mission and aims of supporting the community and contributing to society. Letting the distributor sell alcohol to young kids goes against the brand principles and VG mission so you issue a warning to him to stop selling to these kids or risk losing his distribution licence. He is reluctant at first but you are strong, you believe in the VG principles and stand up to him. Eventually he does as you ask. The sales from this particular distributor drop for a month or two but eventually pick up again as responsible adults start to feel comfortable coming back to the shop. To cap it all the residents association writes a letter of commendation to UDN for your intervention and you are awarded ‘employee of the month’!
Scenario Four
Welcoming challenge The scene: you are the IT Director of the VG supply chain business group. You are sitting in a brightly lit boardroom with all the IT heads from the group – some of the most switched-on business savvy people in the industry. The meeting is to decide which operating system to go with for a new highly complex just-in time logistics operation. Its big budget stuff and you have already pretty much decided which of the three system choices to go with. To your mind Option A is the best solution. You expect the others to feel the same. To your surprise two of the group pitch for Option B and another colleague pitches for Option C. You could use your authority and pressure the group into going for Option A. As the others wait for your to weigh in you cast your mind back to the new Brand Handbook and the Values statements around fairness, trust and respect and challenging the norm. You reflect on your own career progression within the Group and how others have helped you, had encouraged you to share your ideas as wild and left-field as they were. You give your pitch then encourage everyone to challenge not just each other but you as well. After an hour or more of heated but incisive debate coming to a unanimous decision having collaboratively and systematically tested, tried and pulled all ways at each and every option. The choice you make is now a very robust and, as it turns out, innovative solution!
VISHAL GROUP Building Better Lives
Get in touch If you like what you’ve seen in this short book, please get in touch.
Our doors are always open G.P.O. Box 3127 Trade Tower Nepal, 7th Floor Thapathali, Kathmandu, Nepal Phone: +977-1-5111104 E-mail: mail@vishalgroup.com Web: www.vishalgroup.com
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