Head – Marketing- Tata
Tata Chemicals enjoys a significant share of Indian market. What are the challenges that the brand faces in the market?
Tata Salt commands an enviable position in the market. The challenge is to defend that market share, upgrade the consumers to premium offerings within the Tata Salt portfolio and also maintain the strong emotional connect with the consumers. Tata Sampann, on the other hand, is a new entrant. Its stance is that of a Challenger Brand. Strategic focus is to create new points of evaluation for the categories that it operates in. Hence, all the offerings under Tata Sampann are innovative, yet relevant. Viz Unpolished Pulses, Low-oil absorb Besan, Natural oil rich Spices etc.
What is your prime focus for retaining customers?
Great brands transcend beyond products and create strong emotional connections with its consumers. Unflinching commitment to quality is hygiene. Ability to pick strong narratives happening among the TG and create campaigns that resonate. It creates everlasting connections with the consumers.
“Money coming in says I’ve made the right marketing decision”- till what regard do you observe this quote?
Well, the proof of the pudding is in the eating. Objective behind all marketing campaigns is to get more customers and thus, better profits. All the marketing campaigns must pass this test. However, fruits of brand-building are always seen in the medium to long term. Impatience could kill a potential great idea/brand.
In an industry so dynamic, how do you comply with respect to changing trends, behavioral pattern and expectations of society?
However clichéd it might sound, it takes great listening skills and an open mind to understand the new trends & behavioral changes better. There are a plenty of new methodologies on consumer listening. But I believe they are good, but secondary.
How do you think marketing has changed over time?
Root of marketing is in the behavioral science. Since the fundamental motivations and behavior of humans would remain the same, fundamental principles of marketing remain the same. However, there has been a sea change in the way marketing messages get transmitted. Emergence of digital media in recent times has added to the media clutter, created a need for personalization and also necessitated the messaging to be conversational & social in nature.
Awards are tricky; you don’t really aim to win, till you win. How has winning changed your approach to trophies and titles? From an accidental byproduct of good work to something you actively need to defend year on year, perhaps? Is there pressure to keep winning?
Awards are strictly a byproduct of good work and I believe in treating it that way. What is enduring in an organizational set-up is the real valueadded in terms of the revenue & brand equity. Finally, that’s what matters, irrespective of whether awards happen or not.
Does data play a larger role in media planning (pre campaign) or in gauging the efficiency of a media plan (post campaign)
Pre-campaign. Hallmark of robust data and analysis is its ability to bring in efficiencies in the planning stage itself. Post-campaign analysis could also be used for better planning of the next campaign.