Corp Persona Dream To Go


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Corp Persona Dream To Go

  1. 1. %Corporate Persona Read on ................................... “….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 they? 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 destiny? 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
  2. 2. %Corporate Persona Read on ................................... to have the skill but also the will. Samsika 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, audience. 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 workplace? Management education definitely helps in the workplace to develop conceptual clarity, but it must be blended with practical experience. 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.