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.dream, go for the cream and
choose the right stream.
Brand Guru, Jagdeep Kapoor (MMS, JBIMS), is currently the Chairman and Managing
Director of Samsika Marketing Consultants, which he set up in 1995. Samsika is a leading
brand strategic marketing consultancy with an impressive list of clients from both
multinational and Indian firms. Kapoor has been teaching Brand Management and Marketing
Management at JBIMS for the past 14 years and is also a visiting faculty member of British
Council’s Strathclyde MBA course. He has authored several bestsellers, including 24 Brand
Mantras and Brand Serve.
- Dhawal Shah Jagdeep Kapoor
behaviour and improve the quality
Could you throw some light on What was your motivation for
of life of consumers by offering and
your education and career path? establishing Samsika?
Samsika was motivated by three building honest and true brands.
Did your parents’ views on
factors. First, the liberalisation Brand marketing for me is life, and
education affect you?
I completed my schooling from process was opening up the Indian increasing perceived value is what
Holy Family, a Jesuit school in economy with a splurge of new every consumer desires.
Mumbai. After passing my 10th and opportunities. Secondly, my Who was your role model and
12 th with distinction, I did my corporate experience taught me inspiration?
B.Com from NM College and then that Indian companies generally My role model is Lord Krishna,
pursued my MMS from Jamnalal emphasised more on finance and a visionary with practical
Bajaj Institute of Management production and less on branding. strategies. My inspiration is the
Studies (JBIMS), specialising in This brings me to the third Bhagvad Gita, the best management
Marketing. Talking of my career, I motivation – the opportunity that book in the world.
have worked with companies like existed for becoming the pioneer Does education end with an
Warren Lambert and also in brand building. MBA or is it a continuous
contributed to the brand building How would you describe your learning process?
of Halls, Listerine, Waterbury’s, Education is a continuous
student life? Did you participate
Saridon, Amul, Rasna, Panama, learning experience. In fact, an
in extracurricular activities at
Blue Dart and FEDEX. The last MBA is just a starting point;
school? How important are
position I held before setting up thereafter, the individual has to put
Samsika was Director of Parle I was the Captain of my school in time, effort and innovation to
Agro, where I was instrumental in and the General Secretary of my succeed. Having an MBA is
building Frooti and Bailey into College. I participated in debates, definitely a very strong advantage.
known brands. After working in dramatics, and quizzes as well as How did you choose your area
Branding and Sales for many years, writing contests. I was also of specialisation? Is it based on
I launched Samsika Marketing adjudged best speaker at a analysis of your aptitude or
Consultants, now successfully into Mumbai University festival. Extra- some other factors?
its tenth year. curricular activities are very My decision to specialise in
My parents did influence my important to develop one’s all- marketing was based on three
choices. My father, a professor of round personality and improve parameters, which I call ‘TOP’
Economics, and my mother, a interaction. parameters. T stands for
double post-graduate M. A. and M. Temperament, O stands for
Did you always want to take up
Ed in Sociology, Psychology and opportunity and P stands for
this career or was it a tryst with
French, always encouraged me to Personality. While aptitude is
acquire a good education and I always wanted to interact with important, attitude is equally
fortified me with values. people, understand consumer important. It is important not only
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to have the skill but also the will.
What or who would you attribute
your success to?
I attribute my success to my
family, i.e., my parents, my wife Wondering why the unlikely name for a brand strategic
and my children, besides a large
marketing consultancy, Jagdeep Kapoor has the answer.
measure to focus and persistence
“Samsika is actually a combination of the names of my two
and above all faith.
children – Samrit and Hansika.” Samsika has an impressive
How do you see trends evolving
list of clients, both Multinational and Indian companies. These
in your field?
include names like Aditya Birla Group, Anchor, Aptech, Arena
There are six major trends called
Multimedia, Biopac, Carrier, Cinthol, Crossword, Dandi Salt,
Brand Mantras in the field of Brand
Marketing: Ebony, Ecole Mondiale World School, Russell Square College,
Brand Segmentation: Don’t sell Fevicol, Fevicryl, Godrej, Idemitsu, ITC-Agro, Kores, Kotak
the right product to the wrong Mahindra, Monginis, Mother Dairy, Motilal Oswal, M-Seal,
Navneet, Nirma, Nirmal Lifestyles, Nutrela, Otis, Panacea
Brand Customer Service: First
Biotec, Peppy, Pidilite, Postman, Reliance, Roltanet, Safal,
serve, then deserve.
Seven Seas, Tally, Telco, Tetrapak, Thermax, Unichem, Voltas,
Brand Namkaran: To build a big
and so on. Samsika has its own patented process for client
brand, have a small name.
satisfaction. “When a client comes to us, he brings with him
Brand Positioning: Focus on
Brand Asha. Samsika provides him with Brand Shastras
core values of your brand.
(strategies), Brand Astras (weapons), Brand Mantras (tips), and
Brand Pricing: Don’t
underprice yourself. Brand Shiksha (education). In the end the client gets Brand
Brand Relationship: Have Yash (success).”
Sambandh or Sab Bandh.
What would your advice be to
Samsika was awarded the prestigious Jamnalal Bajaj Fair
students who plan to take up a
Business Practices National Award from the Council for Fair
career in management?
Business Practices for the year 2002. To create awareness
Don’t try to be everything to
everyone, or else you will end up among young MBA students, Samsika also presents the Annual
being nothing to anyone. Also, Samsika Award for Marketing Excellence in Academics™.
always be humble.
Do you feel management
education helps in the
definitely helps in the workplace
to develop conceptual clarity, but
it must be blended with practical
Where do you see yourself 10
years from now?
At home with my family, at
home with myself, at home with
my profession. I see myself
comfortable, at home, building
many brands globally.