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I completed my B.Tech from West Bengal University of Technology in 2005 before deciding to pursue a management degree from Indian Institute of Management, Kozhikode. At Himalaya, I looked after the Body Care and Health Care categories and was responsible for handling products like soaps, lip care, body lotions, foot care cream, hand sanitizer and slimming capsules in India and Nepal.
After almost 2 years with Himalaya, I moved onto Kellogg India where I worked for their Adult & All Family portfolio consisting of Kelloggs Cornflakes along with its variants, Special K, All Bran and Muesli brands.
Currently, I’m working as a Trade & Brand Marketing Manager (Middle East – Lower Gulf) for United Biscuits in the GCC region of Middle East. Their growth has encompassed all nationalities & countries within the Middle East, which is a big feat considering the diversity of this region, with a high % of expat population.
How and by what channels do you create an emotional attachment with customers to build brand loyalty?
Retail – In the Middle East, with the predominance of Modern Trade, retail is an extremely important touch-point with consumers.
Do you think having a “Brand Character” is an important component of a successful branding strategy? Once the segment is chosen based on relevant parameters, the proper targeting strategy has to be worked out.

It is essential that positioning not only includes the communication tactics, but also encompasses the other P’s. When not doing any of the fancy things mentioned above, he can be found with a book in hand, oblivious to his surroundings. SlideShare utilise les cookies pour ameliorer les fonctionnalites et les performances, et egalement pour vous montrer des publicites pertinentes.
In order to properly market your business, you must find out what your competitors are doing. In order to be successful in internet marketing you need to be able to establish good impressions. Clipping is a handy way to collect and organize the most important slides from a presentation. At IIM-K, I did my summer internship with ICICI Prudential Life Insurance but my true calling was in the world of branding and I joined the Consumer Products Division of Himalaya Drug Company as a Brand Manager after completing my MBA in 2008. By sustained investment & focus on the same positioning, emphasizing the father – son bond, Oreo has not only increased the off-takes by 100% over 2 years, but also grown the Sandwich Cream segment in biscuit category. Brands need to ensure that the communication is based on a long term, sustainable, focused & differentiated positioning strategy.

Hence, the critical relationship with the shopper has to be established in the outlet, through a complete mix of shopper marketing initiatives – packaging, promotion & planogram.
The “Brand Character” is of vital important not only to the success of a brand, but also its long term viability. I strongly believe in a need-state based segmentation since it provides the most readily relatable basis of segmentation, and also helps fine tune the entire 4 P strategy. This means that the 4 P’s will have to be tailored in order to ensure that the segment is addressed in the best manner. Many brands do the mistake of only focusing on communication, and that is not sustainable in the long term.
A consistent brand character helps complement the brand strategy & facilitates the development of the marketing mix. Consultez notre Politique de confidentialite et nos Conditions d’utilisation pour en savoir plus.

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