1. My Candid View on “Marketing”
 Developing category (via more users, more usage or more value) is relatively easier option
vs. single minded going for market share…
 Biting the bullet earlier & fixing the fundamentals is far less painful than lingering the
misery...
 Believe in bold pricing…just keep the price value equation in perspective.
 Do fewer innovations but do a damn good job at it and any new innovation shouldn’t be a
one qtr/year agenda…
 Don’t fall in the trap of doing promotions to do sell-in, only do promotions for sell out.
 It’s better to bring your brand to life (via activation) rather than putting resources behind
consumer research to reassure the management/stakeholders…only undertake formal
research which will give real insights and why not’s…
 Sponsorships can be a real expensive proposition… getting the right mileage is never easy
and one got to be persistent with one platform, which is true to brand essence…
 Always apply multiple lens…the consumer is not always the same as shopper…
 Digital isn’t a tick box exercise. If it’s not engaging enough & always ON, save yourself the
hassle…
 The buck stops with marketing. Own it and be ready to take credit (or flack!). Marketing is
all about common sense and loads of FUN...