Are Marketers Over Obsessed With The 5th P.

Praveen Jaipuriar

Written by: Praveen Jaipuriar

About the author: CEO at Continental Coffee Pvt. Limited | ex- Head Marketing – Dabur India Ltd

The 5th P that I am referring to here is the packaging. Packaging has undergone huge changes in the last couple of decades. Simple rounds have become curvaceous, adding aesthetics and convenience at the same time, single colour labels have become multicolour with options of a gloss look or matt finish, and so on……..

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Digital – Too Fast to Comprehend, too Pervasive to Ignore!

Trupti Bhandari 2

Written by: Trupti Bhandari

About the author: Global Business Leader│Ex-EVP GSK, Reckitt Benckiser, Pfizer, B&L│Author, Life and executive coach

‘Boss, we will understand the data signals, optimize our search, do some data management, integrate AI, set an evaluation metric …’ a young trainee exults as I look on, wondering whether he can connect the dots……

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What comes first Demand or Distribution? A perennial dilemma for FMCG companies.

Praveen Jaipuriar

Written by: Praveen Jaipuriar

About the author: CEO at Continental Coffee Pvt. Limited | ex- Head Marketing – Dabur India Ltd

It was 2015, I was at Chandigarh sitting in a plush office of Mr Juneja. Mr Juneja was the promoter of a hair oil brand Kesh King. The brand was launched somewhere in 2008 and within a short span of 6-7 years attained a turnover of Rs 250-275cr. Mr Juneja believed that it was beyond his means to scale it up further and therefore had put the brand up for sale commanding a valuation of Rs 1800-2000 cr…….

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Advertising – How does it really work?

Trupti__Bhandari

Written by: Trupti Bhandari

About the author: Global Business Leader│Ex-EVP GSK, Reckitt Benckiser, Pfizer, B&L│Author, Life and executive coach

‘Advertising troubles both sociologists and financial directors: the former because they think it works, the latter because they think it does not’, says Byron Sharp. The question of whether to advertise or not is especially a concern in today’s times when the results may not be seen immediately…..

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Consumer Insight: A Sure Way to Convert Good Advertising into Great Advertising.

Praveen Jaipuriar

Written by: Praveen Jaipuriar

About the author: CEO at Continental Coffee Pvt. Limited | ex- Head Marketing – Dabur India Ltd

A few days ago, I got a message reminding me to recharge my DTH account. While I was recharging, I realized something startling. My package had some 400+ channels. What an amazing amount of clutter. We live in the age of clutter. Reaching a consumer was relatively easy in the 80s when you had one TV channel, few newspapers and a couple of radio channels……

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