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Brand Speak
In today's complex scenario of 360 degree communications , Brands and Brand Building is taking on a new meaning. To be able to get insights into Brands and their Brand building strategies, exchange4media brings the freshest and in depth perspectives from marketing and brand honchos of leading brands in this new section BRANDSPEAK.


"The people who have already experienced the lifelike sound of Bose are the biggest advertisers for us through the ?word of mouth?. Besides some routine advertising we believe in letting people experience the products."

Ratish Pandey, General Manager, Bose Corporation India Pvt. Ltd.

Responsible for Bose India and leading the expansion of operations throughout the country in both professional systems and retail, Ratish Pandey was appointed the General Manager Bose Corporation India Pvt Ltd in January 2001.

Ratish has been with Bose Corporation since 1995 when he joined the organization as a consultant. In 1996 he became member of the management team serving as Controller and was responsible for the Financial, Legal and Logistical functions of Bose India. In 1999 he was named Divisional Manager of the Professional Systems Division. Under his leadership, the division has strengthened and achieved an impressive sales growth.
What were the key insights, which formed the basis of positioning Bose in the Indian market?

The key insights, which formed the basis of positioning Bose in the Indian market, is primarily to familiarise the Indian consumer with "quality sound" and to make available products which reproduce ‘lifelike sound’ to the Indian consumers.


What is your key differentiator?

We believe in quality sound, whatever the application – professional or home, and our exceptionally strong commitment to research is the key differentiator. At Bose, we reinvest 100% of our profits into furthering research. We've taken our commitment and our passion for innovation and applied it to develop unique sound solutions to meet virtually any audio challenge in any application. Our commitment to provide better sound through research makes us path breakers in audio systems.

What is the extent of your marketing activity? Do you rely heavily on below-the-line support?


We have a fair amount of advertising budget for this year but our major focus will be on below-the-line activities to promote our Direct Marketing Division. Recently we have initiated a multi-city ‘Bose Connect Program’ aimed to address the Indian consumers’ desire to experience – touch and feel - the product, before making an actual purchase. The program is conducted in the cities where we don’t have a retail presence. We expect such programs to establish a direct contact with our customers in cities where we do not currently enjoy a presence, which will further boost our sales, thereby enabling us to replicate the success enjoyed by the Bose Direct Marketing Group in North America, UK, Germany and Japan.


Why has promotion become such an important part of the marketing mix? Is it because advertising is not as effective as it used to be?


Promotions help in stimulating sales. Recently to promote our newly inaugurated store in Gurgaon we initiated a month long inaugural offer.


The consumer electronics category generally witnesses a demand surge during festival time or special sporting events like World Cup. During the rest of the time what is your view on advertising? How do you utilize advertising during such lean periods?


The people who have already experienced the lifelike sound of Bose are the biggest advertisers for us through ‘word of mouth’. Besides some routine advertising we believe in letting people experience the products. This year we aim to create multiple programs to establish a direct connect with our customers some of the plans include demo points at places like Music World and Landmark, multi-city road shows under ‘Bose Connect Program’, increased pace in growth of our retail presence etc.


Tell us about any new products you are launching.


We will be launching Bose AcoustimassTM speaker systems very soon; it's patented technology eliminates audible distortion without betraying its true location. All the sound appears to come from the tiny cube speakers. This advance allows the Acoustimass module to be placed almost anywhere.


"The Barista store is our brand. Our brand is also the customer sitting in Barista. And there is a very close correlation and fit between the two"
Basav Mukherjee, Head Marketing, Barista.

"If we look at the market then female segment is very important to us. An Indian woman will always prefer modern scooters and scooterettes for their use. Motorcycles, because of their shape, are a problem for them and they also do not like geared, old-fashioned scooters. I think we would have a 40% share of these buyer."-Sulajja Firodia Motwani, Jt Managing Director, Kinetic Engineering.

"It is the technology advantage and not the lower rates that is attracting more and more customers to Reliance India Mobile"
-Kaushik Roy- Head of Marketing,Reliance India Mobile.

"By continually introducing new products, expanding our target base and with Amitabh Bachchan endorsing our product, we are confident that Parker will be a Rs 100 crore brand by next year."
-D.K. Jain - Chairman and President, Luxor Writing Instruments Pvt. Ltd.

"Jewellery is one of the last great commodity frontiers in India; it has remained so because this market is very fragmented, very unorganized. Tanishq has successfully taken on the challenge of transforming this frontier into a reliable consumer space by bringing to it all the virtues and benefits that branding offers."-Harish Bhatt, VP - Retailing, Tanishq

"The basic philosophy of 'Vardaan' is that it can deliver the same level of satisfaction and pleasure that a person gets from a normal bidi but without the ill effects of tobacco."
- Kartik Raina, Chief Operating Officer, Dalmia Consumer Care.

"I have been in this job for 30 years and I can confidently say that the kind of challenges that Eveready has faced, its difficult to find a company that has gone through so much and yet managed to remain on top."
- Roshan L.Joseph, Director Eveready Industries India Ltd. - June 27, 03

"About 50 per cent of the better-known liquor brands in India belong to Shaw Wallace. In that respect, there is no change in the positioning of the company; we are consistently focused on offering powerful brands that set new yardsticks for the industry to match." - A K M A Shamsuddin - President Shaw Wallace - May 17, 03

Our branding techniques have ensured that Zip is not seen as an ordinary phone instrument, we have been able to allot it certain personality traits. Consumers perceive the Zip Fone to be friendly, trustworthy, smart and young"- Shishir Lall, President, Zip Telecom - May 08, 03

"Saffola provides us with an ideal platform to capitalize on the trend of increasing health consciousness by offering a number of new food products that are able to cater to needs in this area"
- Arvind Mediratta, Head-Marketing, Marico Industries Ltd. - April 17, 03

There are a lot of juicewalaas in city markets, so juice is not something Indian consumers had not seen before. And, we felt if we give them juices in a packaged form, which is more hygienic, it should do well"
- Amit Burman, Chief Executive Officer, Dabur Foods Ltd.,- April 08, 03

"In service industry demystifying each product to the customer and demonstrating real benefits meaningful to him, therefore, assumes greater importance"
- Tulsi Mirchandaney, Sr. VP-Mkt & Projects,Blue Dart - April 01, 03
"Timex has captured market share amongst the young and young-at-heart, upwardly mobile, sporty, fashion conscious and those who follow the latest trends in technology"
- Kapil Kapoor, MD, Timex Wathes Ltd - March 22, 03
"In this segment there is a skew in the Indian market. Here investment is done predominantly by males. Also, a person seriously starts looking into investment at an approximate age of thirty, when he has investable surplus"
- Ambareesh Murty, VP - Marketing, Prudential ICICI - March 07, 03
"The demand of tyres in a particular market is determined by the vehicular population in that market. However, the ownership patterns are now slowly changing, specially in the metros, affecting the marketing strategies of tyre majors"
- Neeraj Bhatia, GM (Marketing), J K Tyre - Feb 21, 02

"Loyalty clubs and home to home promotions are more interactive and give greater time to talk to the consumer. I believe it will build brand shares faster than usage of other media vehicles"

- Kartik Raina, MD, Dr.Morepen - Nov 28, 02

"We are trying to position Liberty as a more vibrant and contemporary brand without leaving the current comfort, durability and value planks."

- Adarsh Gupta, Executive Director, Liberty - Nov 08, 02

"Advertising does help in building brand recall, but advertising alone does not sustain a brand"

- Vikram Bakshi, MD, McDonald's - Sep 02, 02
"We are both clear and consistent in our positioning. The tagline is "Hungry Kya" and the business model is delivering hot n fresh pizza in 30 minutes, guaranteed. We have no plans to change this successful positioning in the Indian market."
- Arvind Nair, CEO, Domino's Pizza - August 19, 02
"Below-the-line activity like product demonstrations and cooking classes etc are certainly important for product categories like microwave ovens where there is still a fair degree of concept selling happening"
- M B Lee, VP-Marketing, Samsung India - August 07, 02
"Surrogate advertising ban would not hamper our plans to a large extent because there are a number of alternative media through which you can always address your consumer."
- Abhishek Khaitan,Executive Director, Radico Khaitan - July 08, 02
"We expect our agency to give us best value for money"
- Anand Bharadwaj, EVP (Marketing and Marketing Services), Electrolux Kelvinator - June 24, 02
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