Pankaj Bhalla

Sharing an important point for a BRAND STRATEGY on which I had written before, What’s your Brand’s CORE PURPOSE ? Peter Drucker , voted as the Management thinker of the 21st century , once said “ THE CUSTOMER RARELY BUYS what the business thinks it sells him” . Do All Brands really know what they are selling to the consumer (or the customer in case of a B2B ? ) And to do this , the Brand custodians must understand it’s CORE PURPOSE . some examples ( not the co. version ) : PAMPERS exists to help mothers with their babies all round development , APPLE enables it’s users with creativity and self - expression , JOHN DEERE is about making a difference to farmers lives , MASTERCARD makes lives simpler and more flexible , DIESEL exists to ensure endless imagination and possibilities in style , RED BULL exists to energize the world . And to understand the Brand core purpose , it’s important to understand the CORE DRIVER behind the consumer / customer’s behaviour. Therefore , understanding the core driver of the customer’s behaviour leads to gaining deep insights leading to defining the Brand CORE PURPOSE

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"The south appears to be at the vanguard of a broader demand recovery in post-Covid India, with the five states that lead in several socio-economic metrics registering healthier sales of both discretionary and fast-moving consumer goods (FMCG) in comparison with the rest of the country. Global consumer research firm Kantar’s latest report showed consumers in the south spent the highest on FMCG products, with an additional ₹2,261 spent per person on an average in 2023, compared with 2022. It also said the total number of shopping trips nearly doubled in 2023 from the previous year, with an exponential 185% growth in FMCG pack purchases. The data is for Andhra Pradesh, Karnataka, Kerala, Tamil Nadu and Telangana. “This uptake in purchase signifies increased purchasing power and consumer confidence in the region, driving demand across various FMCG categories,” the report said. Companies said demand has improved for the entire country too, since January-March. The Retailers’ Association of India (RAI) reported growth rates in the west and north matching that of the peninsula only in April, with the south being India’s best-performing region in the past 12-15 months. RAI tracks retail-level sales growth across categories every month. In April, retailers in the south expanded sales 5% year-onyear against a 4% pan-India growth rate. In December, there was 7% growth in the south compared with 4% pan-India, RAI data showed. RAI chief executive Kumar Rajagopalan said the peninsular region is reporting better growth even for discretionary categories due to a far higher younger population and high disposable incomes. For FMCG, the growth is expected to be better as supermarket penetration is twice the rate of the rest of the country and this ensures higher shelf space for all categories of new products, he said. Chief executives said the southern recovery has been faster due to far greater concentration of new-age sectors such as startups and tech companies, which employ a young workforce that can easily afford higher discretionary expenditure. Manufacturing investment too has been robust, while remittances from overseas have bounced back after the pandemic in states such as Kerala. Marico chief executive Saugata Gupta told ET the south might be expanding faster due to more urban centres. The FMCG industry’s growth rate has been led by urban markets for five quarters till last calen dar year, while rural growth became higher only in January March. “This fiscal, the north will pick up in tandem with the rural sales recovery that has started. Growth rate in the east is low, while the west has become saturated,” he said." Full report: https://lnkd.in/g-q4rsW3

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The 'real' Brand Ambassador : In India, usually in #FMCD (#consumerelectronics) & #mobile (#smartphone) industry, trained professionals are planted inside the Multi brand outlets, Modern Trade Stores, Regional Specialty Stores & Brand Shops by each brand. These trained professionals undergo rigorous training programs for the specific products / solutions marketed by the brand. The idea is that these well trained pros would entertain & resolve queries of the consumer walk-ins. They would engage, educate & deliver best-in-class experience to the prospective buyer / consumer. These trained professionals are called by various names across the industries, viz., In-Shop Promoters (ISPs), Shop Sales Executives (SSEs), In-Shop Demonstrators (ISDs) etc. In general, these individuals are either 10th / 12th pass, may be graduates, and a little bit of them are post graduates; and from a bit lower strata of the society. I don't mean to tag them or anyone here in any which ways, but just want to let you know who they really are. In other industries like #Paints, #Buildingmaterials, #Mobility, #Infra, #Automobiles etc., the product / solutions training is provided to the painters, plumbers & plumbing contractors, Tire technicians, Fabricators, Electricians, Shop Floor Professionals, and so on & so forth. This community of people is like a soldier standing on the border of the country. They are the first & the last consumer / customer facing 'humans' between the 'brand' and the 'prospective buyer'. Hence, I feel this community (ISPs, SSEs, ISDs, Painters, Plumbers, Tire Technicians, Fabricators, Electricians etc....etc....) are the 'REAL' Brand Ambassadors in their respective industries for their respective brands. We need to take care of them & the frontline sales team, the way we treat the 'signed' #BrandAmbassadors who are either Bollywood actors, Cricket players and / or big known celebrities. The 'REAL' Brand Ambassadors deserve the same, if not more; attention, respect & focus; as that given to the 'signed' Brand Ambassadors. Agree ?!! Thoughts please.......... #sales #marketing #brand #business #categorymanagement #productplanning #recruitment #search #selection #staffing #humanresources #consultant #team #culture #jobs #jobsearch #OpenToWork #India #recruitmentprofessionals #headhunter

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Do join me on the 5th of September, 5pm onwards at Crosswords Bookstore Linking Road, Juhu for the Launch of 'The Practical Marketer' 'The Practical Marketer' aims to bridge the gap between marketing theory & practical applications and is a reflection of my personal purpose, the 'Why' of my life. I came across the concept of the 'Golden Circle's by Simon Sniek in 2020 where he says that there are 3 facets to what we are seeking - What? - This is what we wish to achieve & who we wish to be. - How? - This is how we do it & what we are good at. - Why? - This is our true purpose, and the change we wish to drive. My book 'The Practical Marketer' has emerged out of this understanding & is best communicated by the achievements of my 3 Mentors who would be present to Bless the book launch. I have had the privilege of serving under Anand Kripalu's leadership for a decade where he grew Cadbury Mondelez from a sub-1000 Cr company to a 6000+ Cr organisation in under 8 years & left a Legacy in both Mondelez & Diageo and continues to do so at EPL & the several in whose Boards he serves. Rohit Srivastava, the CSO at Contract Advertising represents the 'How' in my life as he is amongst the Finest Brand Strategists in the country. He not only created 'Cadbury Celebrations' and was at the core of 'Toh Iss Diwali Aap Kise Khush Karangay?', but its his consumer centric approach to Marketing that most binds me to him. And in Ambi Parameswaran I find a true reflection of my 'Why' as Ambi has not only worked on some of the most iconic brands in a career spanning 40 years but has also written over 11 books that have put India on the global marketing map & continue to transform how Marketing is taught across the country. So do join me for a fascinating experience as we take you through journey of the magic of marketing across FMCG organisations. Request you to RSVP your attendance on this link so that I may make arrangements accordingly at https://lnkd.in/dYrUcEVY #thepracticalmarketer #brand #sales #management #booklaunch #jaico

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What is the process of Making Advertisements? Such an important topic, yet it isn't something you are likely to learn in B School. This is just one example of the many topics I cover in my book 'The Practical Marketer'. Thank you Dushyant Bhatt for sharing this fantastic conversation. The Practical Marketer: Your Ultimate Guide to Consumer Product Marketing is available on Amazon at https://amzn.in/d/0zRbvnR or at Crosswords Bookstore near you. #thepracticalmarketer #advertizing #brands #marketing

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The power of emotional and psychological triggers in successful advertising Read more at: https://lnkd.in/g2vHVqdc

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#FMCG leaders - STOP TAKING INDIAN CONSUMER FOR A RIDE For years, major FMCG BRANDS HAVE CONTROLLED Indian households through convenience and clever marketing—pumping consumers with SUB-STANDARD, LOW-QUALITY, UNHEALTHY PRODUCTS under the guise of “healthy” benefits that were outright misleading. Kirana shops were silent partners. The untold rules: “STOCK LEADS TO SALES” and “HAMMER FALSE CLAIMS UNTIL CONSUMER BELIEVES them” Here’s the reality check: QUICK COMMERCE and SOCIAL MEDIA have disrupted, democratized, and transformed the FMCG landscape. Consumers are now INFORMED, EMPOWERED, and DONE with being taken for granted and misled. FMCG brands, kirana shop owners, and the government—it’s time to wake up or GET LEFT BEHIND. ## FMCG Brands: STOP BLAMING - EARN BACK CONSUMER TRUST • TRANSPARENCY IS NON-NEGOTIABLE: Consumers are FED UP with hidden ingredients and false health claims. Start being HONEST about what’s inside. Drop the sugar, additives, and processed junk—OR GET READY TO BE REPLACED by cleaner, more transparent brands. • STOP BANKING ON BLIND LOYALTY: Loyalty is DEAD. Today’s consumers want HEALTH, QUALITY, and ETHICS—not empty promises. If you can’t innovate with products that truly resonate, prepare to watch your market share slip away to brands that can. • GO DIGITAL—FAST: Quick commerce isn’t a threat; it’s a TOOL. Embrace it, or get outplayed by brands that leverage digital channels and data to stay relevant. Your consumers have moved online—WHY HAVEN’T YOU? #KiranaShop Owners: WORK FOR THE CONSUMER NOT THE BRAND • BE THE LOCAL TRUST HUB: People trust you. Stock brands that are HONEST and HEALTH-FOCUSED. Become the go-to for QUALITY, not just convenience. • PARTNER WITH HONEST BRANDS: Consumers want alternatives to cheating brands. Build relationships with ethical brands that match new consumer values. Become known for QUALITY, not just the same old products. • DIGITIZE TO COMPETE: Small steps matter. List your shop online, offer home delivery, and STAY CONNECTED with your customers. Quick commerce can’t replace your local credibility—USE IT TO YOUR ADVANTAGE. Government: PROTECT CONSUMER INTEREST • MANDATE HONEST LABELS: Enforce strict standards on health claims. STOP BRANDS FROM MISLEADING CONSUMERS. If you don’t protect them, you’ll FURTHER lose credibility. • EMPOWER KIRANA SHOPS: Support local stores with incentives for digital tools and training. KEEP THEM COMPETITIVE in an online world where big players dominate. • FOSTER LOCAL, ETHICAL BRANDS: Give small, honest brands a leg up. INCENTIVIZE SUSTAINABLE PRACTICES and help these businesses reach more consumers. ##BottomLine FMCG ecosystem is transforming because CONSUMERS ARE TRANSFORMING. Quick commerce has given consumers CHOICE, SPEED, and INFORMATION. The era of taking consumers for granted is OVER. Embrace transparency, empower kirana stores, and support honest brands. THAT’S THE FUTURE OF FMCG #RatneshJain Revant Himatsingka (Food Pharmer)

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#574. Search for the Truth. Not what you feel the organisation wants u to find ! A Japan Detective novel is an highly unlikely place to find management lessons But the exact below is brilliant ! It's exactly what my philosophy has been that has led me to uncover unexpected insights, challenge the status quo and deliver breakthrough innovations. We often get so caught up in what we believe our superiors believe in, we forget that eventually all that everyone is seeking is business performance and success And the only route to business performance is to uncover the truth whether it's been anticipated or not. What do u think? #brandupwithbajaj

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Doing great work is about, making it easy for the clients, to be brave ! That in a nutshell, has been Ganapathy Balagopalan Credo ! Gans is the Deputy Chief Strategy Officer at Ogilvy Mumbai, the most Insightful yet unassuming Strategy head of a flamboyant agency. He has been the heart behind several passionate Client Agency relationships and a bedrock of trust. Because when you trust someone, it's easy to be brave. Hence, it's not surprising that his clients Cadbury/ Mondelez, ITC, Bajaj & Pidilite continue to churn out the boldest & the bravest work across the industry. My favourites were the iconic Ramesh Suresh of 5 Star, which have now been followed up with 'My counsins wedding' & 'The Do Nothing Academy' because in the Ai driven future we will all need to be trained to 'Do Nothing !' Given the great relationship that we have shared over the years, it no surprise that Gans was the first person I reached out to when the idea of writing a book first occured to me, during the pandemic. Hence, one stand out feature of 'The Practical Marketer' which has found appreciation across the several books reviews, that I have been privileged to receive, is my emphasis on 'Working with Partners'. I believe that Marketing is not an island that exists in isolation. Marketing is the glue that binds organisations. Hence, it's through great partnerships that highly effective yet game changing work emerges. 'The Practical Marketer' has chapter of navigating your relationship with Creative, Media & Digital Agencies but also with your Cross Functional Teams at office or partnering with the Insights & Sales Teams. The Practical Marketer: Your Ultimate Guide to Consumer Product Marketing is now available on Amazon at https://amzn.in/d/946kPjm & at a Crosswords Bookstore near you. Ganpati, thanks again for being 'a partner in crime', a bouncing board, an ardent supporter & a great friend! #thepracticalmarketer #marketing #agency #advertizing #brands #education #partnerships #trust

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Two true friends of a true 'marketer' : If you are pursuing a career in sales, business development, category management or marketing, please inculcate and ingrain these two traits in your personality - 1) #Egolessness : I don't know whether this word exists in any dictionary or not. But it exists in mine - as it is - 'Egoless-ness'....... Whatever I learnt till date & still learning, from my bosses, my peers, my subordinates, the ecosystem I worked thru' & with; be it R&D, ID, different domains in marketing, sales, GTM, channel network, dealers, distributors, stockists, Shop Sales Executives, agencies, tire technicians, plumbers, fabricators, and even from common men on the road; be it rickshawallahs, drivers, cobblers, house painters et all, is just because of 'egoless-ness'..... 'Ego' hampers 'learning'.....And to me, 'learning' is 'life' !!! And mind well, 'egolessness' doesn't mean 'timid', 'unassertive', 'meek', 'self-doubting' etc..etc....To me, it means 'open to learn everyday from any corner of the ecosystem I am surrounded with'...... 2) #Integrity : The feeling that you are 'non-sellable' is amazing !!! Accepting festive gifts from agencies, partners, customers, channel partners and your ecosystem 'corrupts' !!! Harsh word, but it's true !!!! Inculcate the habit right from the start of your professional career not to 'indulge' in such practices....Even if it hurts certain people around you initially......It will help protect your 'character' from the malice that lurks every now & then in some form or the other, in the professional journey one treads.... Sorry for being bit 'preachy'......But thought of sharing what I learnt thru' life....and still learning 😊 !!!!!! #sales #marketing #brand #business #categorymanagement #product #solutions #search #recruitment #staffing #selection #culture #manpower #humanresources #consultant #OpenToWork #India #recruitmentprofessionals #headhunter

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Are we innovating to solve a problem OR do we already have a solution that's looking for a problem? In the 102nd episode of CoBB | Conversations on the Business of Brands, Puru, Manas and Sapna weigh in with their definitions of innovation & its types, investment philosophy behind innovations and what is the right way of looking at them in an organization. While Sharavana & I tend to agree with them, if you have an alternative point of view to what is expressed in the episode (links in comments below👇), do comment and let us know.

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Grow Category or Steal Share? What's your Brand Task? I had the privilege of serving under Anand Kripalu's leadership in both Mondelēz International & DIAGEO India between 2005 & 2015. In both the organisations, Anand would craft the company strategy in easily understandable goals and then proceed to review himself every quarter. This ensured that the entire organisation till the very last person, in the field, understood the strategy, the basis of decision making and exactly what we needed to solve for collectively. In the strategy he crafted at Cadbury, I was intrigued that his #1 Goal - Grow Category with Cadbury Dairy Milk #2 Goal - Steal Share through 5 Star, Perk & Gems Later through the Market Mix Modelling research it was further validated that Cadbury Dairy Milk with Ads like Pehli Tareeq, Shubh Aarambh doesnt just grow CDM they grow the entire chocolate category including competition. While Investments on Brands like Perk, 5 Star & Gems are correlated with their own Market Share growth rather than category acceleration. Do get such meaningful insights from your copy of 'The Practical Marketer' available for Pre Order on Amazon now! Learn from the finest leaders that the industry has to offer, like I have had the privilege of doing! In your experience do Brand need to choose their Task between either Growing the Category or Stealing Share? What Brands do these Tasks the best? Visit thepracticalmarketer.com https://lnkd.in/dq2FxcaE to know more. #thepracticalmarketer #marketing #brands Jaico Digital Misha Bhatt Pheji Phalghunan shraddha G. Akash Shah

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The lost Art of Brand Positioning?😳 The notion of Brand Positioning was pioneered by Al Ries and Jack Trout in their seminal paper “Positioning is a game people play in today’s me-too market place” in the publication Industrial Marketing. It was then expanded into their ground-breaking first book, “Positioning: The Battle for Your Mind“.  The inside flap of my (aged) edition opens up with …….’We live in an overcommunicated society. There are just too many companies, too many products, too many media, too much marketing noise.’ Well, if it was true in the early 1970’s its certainly true now! – The book was built on the core truth that we have limited cognitive capacity, be it in the form of immediate attention or memory. Ries & Trout developed Brand Positioning as a way to effectively take, and hold ‘mental’ real estate. Their whole approach is founded on thinking about your Brand in-relation to your competitors. This must be done rigorously and in three dimensions of consumer preference drivers – Rational, Emotional and Sensorial, with clear agreed points of Advantage, Parity and Acceptable Deficit vs. your competion. How often do we see Brand teams working with vague baggy positioning statements that don’t reflect proper competitive positioning thinking based on proven consumer insights? If you want a distinctive and competitive Brand Positioning then mail me, sean@verummundi – I can help!😉

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GT is a Pillar of Trade in FMCG.. but like every pillar this also needs refurbishment like Tech, Training, and Transformation. Sales Professionals have to be reskilled with data mindset and embrace technology.

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Having stayed in Kerala for an year & covered all seasons, there is plenty of incredible observations, derivations, implications that the researcher in me has been noting. So much of opportunity for FMCG brands to expand footprints, for Durables companies to introduce categories & variants, for Service Providers to get into a completely untapped market, so much for the Fashion industry, Construction industry and much more. All I see around me is opportunity & opportunity. And so I thought I must share this with my LinkedIn connections. Disclaimer: What I will be sharing in the upcoming posts are my observations & analysis. I am based in Trivandrum so there may be some location bias, though I have travelled extensively through all districts of Kerala in the last 1 year and my attempt is to bring to you an overall Kerala urban picture. So here’s bringing to you a series on Kerala. Post 1: Let us start by knowing the state from cultural, historical & economic viewpoint Kerala, often referred to as "God's Own Country", is known for its high human development indicators, including literacy rate and life expectancy. The culture of Kerala is diverse and reflects the amalgamation of various influences, including Dravidian, Aryan, Arab, and European. Peeping into the history, Kerala's geographical distance and its distinct cultural and political landscape meant that it was not directly invaded by Mughals in the same way as other regions of India. Kerala remained largely independent or under the control of local rulers throughout much of its history, until it came under British colonial rule in the 18th century. The rulers of Travancore, Cochin & Malabar (the 3 states that formed Kerala in 1956) maintained a friendly relationship with the British East India Company. All the kingdoms signed a subsidiary alliance with the British, which allowed the British to provide protection in exchange for control over their foreign relations, while allowing the rulers to maintain internal autonomy. Notably, Kerala did not have a unified resistance movement against British colonization. Fast forward to current times, economically, Kerala has transitioned from an agrarian economy to one driven by services, tourism, remittances, and industry. The state's natural beauty, including its backwaters, beaches, and hill stations, attracts tourists from around the world. Additionally, Kerala has a significant diaspora population, particularly in the Middle East, which contributes to its economy through remittances. The consumption patterns in Kerala, influenced by its unique socio-economic and cultural context, do have some notable differences when compared to other states in India. I will be talking about it in my upcoming posts. Stay tuned! For consultation on strengthening business in Kerala, DM or write to me at [email protected] #kerala #opportinuties #growth

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Do prebook your copy of The Practical Marketer: Your Ultimate Guide to Consumer Product Marketing on Amazon in the *Freedom Sale* at https://amzn.in/d/3zYLVXJ #thepracticalmarketer

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Its is so heartening to see Mumbai Police using such smart methods to get across their message o citizens! If more government departments could invest in understanding consumer behaviour and applying marketing techniques, we would probably have more success in dealing with social issues. One of my pet peeves has been the anti-smoking campaign that we are forced to watch when we watch a movie. I sincerely doubt if anyone sitting in a metro PVR type multiplex can connect or identify with the situations and protagonists shown in these ads. If I were working for the health department, I would go back to the fundamental principles of marketing - segmentation, targeting & positioning: first segment the target audience in a meaningful manner, and then create communication customised to each distinct customer segment. #antismokingcampaign #publicservicecommunication

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