Paul Writer launches Innovative Marketer Dialogue ,
Video interview series with CMOs highlights marketing best practices

Anuradha Narasimhan
Director – Marketing
Britannia India

 

One thing that will shape the future of marketing…

The role that marketing has played and will continue to play will be about demand generation and long term brand equity building. I don’t see any change in the primary role that marketing and branding plays across organizations no matter what category they may play in. However, this role will get more and more complex, it will get intertwined with IT, with finance, commercials and then business, it is already intertwined with R&D and sales. According to me, the CMO role, and I’ll probably say it because I do it myself, is actually almost like a number two role to a CEO role in terms of being able to put various pieces across the organization together, its about branding but it also about business. So, unless brands deliver business through brand equity and demand generation we won’t have roles to play.

Specifically here at Britannia, some of the challenges that I face are charging price premiums for our brands and thereby lifting bottom lines for the company. For me they are the same thing – if branding is done right, if our products are right, people will pay more money for it and therefore the company will make more money. It sounds very simple when you put it that way but honestly, it is one of the most arduous tasks that I do. The second challenge or an opportunity more than a challenge is actually technology enabling marketing; how can big data, analytics and the digital world help our systems and processes to get easier, better and closer to the consumer and for people to help create product services along with us. So, I repeat because this is what I believe we do primarily which is drive demand and build brand equity but it will get more and more challenging as business demands grow and marketing will have to deliver it to those business needs that the companies face and I’m sure technology will come as the largest asset that a marketer can have.

“If branding is done right, if our products are right, people will pay more money for it and therefore the company will make more money. It sounds very simple when you put it that way but honestly, it is one of the most arduous tasks that I do.”

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