Ashok Venkatramani, VP Sales, HLL Holds Workshop for MBA Students at NITIE

Ashok Venkatramani, VP Sales, HLL Holds Workshop for MBA Students at NITIE
Sharper Problem Identifiers: Need of the Hour

Previous

With its new launch in 2005 giving it a new shape and global packaging advantage, an aggressive campaign was launched to promote it. Capitalizing on its star value, the campaign concentrated on 75 years of stardom and "come and explore the world of stars" tag-line. A nation-wide thematic process was adopted and a rapid trial was conducted for the new product.

A lucky star contest and star-on-each-pack, things brightened up and market share showed some improvement. A chocolate solution and its aromatic flow made Lux an exotic soap offered at regular prices. It had captured the No. 1 brand position again followed by Lifebuoy in the soap industry.

The key lessons that were learnt from this exercise according to him were: -

Need for sharper problem identifiers

A 360 degree approach to solving problems

Metro marketing

Powers of PR and how it helps in brand building

Identification of key triggers for rural growth

Need to keep in touch with customers all the time

Big gains come with big risks

His analysis of the Lux case, along with his experience, was a truly enchanting and enriching experience for each one of the aspiring managers in the auditorium. The next time one reads a marketing textbook, one knows it will not be the same. This experience would have changed the entire perspective, and marketing would be at its interesting best!

Concluded.

Click here to post your views/ comments/ experience on this...

Contributed by -
Harsha Venkatesh,
Media Coordinator,
Management Class of 2007,
NITIE, Mumbai.

MBA Alumni \| MBA Students \| MBA Aspirants \| MBA Forums