K Ramakrishnan (Ramki) is the President and CMO at Cafe Coffee Day. His key responsibilities are in the areas of creation, conversion and retaining consumers in distinct verticals that CCD is present in. His role in CCD involves crafting programs to enhance customer engagement and hence generate walk ins. Programs include product development to experience definition to delivering consumer delight in the outlets. A key aspect of marketing in CCD is its purely collaborative model without the use of conventional media tools.

A Chemical Engineer and an MBA, Ramki has a rich experience of 20 years that spans across different areas of business, be it sales, marketing and business development. He has worked across industries in India such as consumer durables (Kitchenware–TTK Prestige), FMCG (tea – Tata Tea), Services, Automobiles (2-wheelers – TVS Motor Company), IT products (Lenovo). 

His key expertise lies in consumer insight mining and resultant innovation and business analytics. At Café Coffee Day his active contributions are around digital marketing and in building stickiness to each of the 1498 outlets. Ramki is an avid reader and teacher. He takes keen interests in sports and music. 

What are few cliches in Real Estate Marketing?

One of the biggest clichés seem to be the need for very large scale. Real estate does not talk less than a full page ad. They do not seem to believe in driving marketing or prospecting other than the mass media methods.

What are two rules that differ in Real Estate Marketing than from any other category like FMCG?

Real estate marketing, in my mind is much like movies. It is a hit or a flop in the first weekend. Hot properties get sold out in 2 weekends. Others struggle for a long long time. The bigger task I guess is building a vast funnel of prospects whose interest has been kindled in some fashion by the marketer.

Suggest ways by which Real Estate Marketing can be improved in India?

By sheer use of technology. We have not heard of many projects where social or digital is used to ensure an experiential showcasing of the project being marketed.

Why do real estate marketers rely on print and OOH in their media mix, is that because it gives higher returns or is it because its convenient?

I guess it is more “If it aint broke yet why fix it” syndrome; All others are doing it; why should I try anything different.


K Ramakrishnan is on the jury panel of Paul Writer’s The Great Indian Marketing Summit (GIMS) – Realty Conclave & Awards Program

Date : June 21, 2013

Venue: The Leela Palace Hotel, Bangalore




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