Marketing is the “money” function of the organization and often subjected to scrutiny, even when business is running as usual. A pandemic or not, as soon as the company falters on its financial objectives, the marketing budget is often the first to get rationalized.
When we speak about the market dynamics and the consumption behaviour, there needs to be a deep understanding about the difference between shopper vs consumer. Generic marketing will draw upon consumer insights that relate to the perception of the product and the likeability of the product depending on product attributes.
Developing & executing a 360-degree Marketing (below the line) plan for an internationally renowned Beverage Brand. This resulted in marketing leadership across all the Beverage Categories.
We all love listening to stories. The best stories have a protagonist, a plot, a crisis, and a happy ending. Some of the best stories in the world, like those of the Ramayana the Mahabharata & that of Troy have traveled down the generations through bedtime stories.
Lets’ switchover to the great stories around great brands….the story of the authentic Coke recipe being stored at a secret vault at Atlanta, USA or that of the legendary Captain Sanders of Kentucky Fried Chicken who after retirement at the age of 65 founded his global empire.
Preface Designed and implemented a sharply focussed, differentiated Sales & Marketing Strategy to win in the fiercely competitive telecom market of Delhi NCR and turned the business EBIDTA positive Background It was year 2013, when I was handed the assignment to turnround Aircel’s 2nd largest revenue circle of Delhi NCR in India. Telecom business in India was fiercely competitive with 8 telecom service providers in Delhi NCR at that time. We were the newest in the block with about 3% revenue market share but were making EBIDTA losses every month. Moreover, the revenue growth had remained stagnant for the preceding