Sunil Kataria, COO-Sales and Marketing SAARC, Godrej India, at the Pitch CMO Summit 2015 shared the importance of innovation in product marketing. Kataria pointed out how innovation was redefining the traditional ways of marketing.
He said Godrej was adopting several new techniques in its marketing plans.
“We have this philosophy in innovation where we need to generate ideas and monetise on them. These are two different mindsets -- creative and business. And there are a few people who are skilled in both. We need amenities, intuition and data base, but we also need gut-feeling. This is what we brought together and call it our design team. This is something that we have been following for the last few years,” he said.
He also spoke on how Godrej has designed its products based on market needs. “While working on a certain idea, the design team will have a very senior resource and this team is a must as it is a part of the strategy,” said Kataria.
Highlighting the need for creativity and ideas to originate from within the brand, Kataria said they sometimes did not approach an agency. There have been instances, wherein Godrej’s R&D team has come up with ideas on how to improve sales. “This is how we change the traditional marketing,” said Kataria.
He said at Godrej, conquest meant listening to consumers i.e. using their insights to beat competition. Kataria shared how normally many companies outsourced the research work to agencies to collect consumer insights on their products. He highlighted that the information got diluted as it passed through several channels before reaching the brand/ product manager. As a result, the brand/ product manager has to depend on wrong consumer insights while creating a product or marketing strategy.
“At Godrej, we stress on creating a culture of conquest. Whatever be the issue, small or big, the brand managers have been trained to conduct consumer conquest on their own,” he said. He added that they were also trained to do research in-house.
Kataria also spoke on innovation and creating disruption in the market through unique ideas. Citing examples of Godrej Expert Rich Hair Color Natural, Godrej Fast Cards and Godrej Aer, he said the company had managed to come up with innovative solutions to meet consumers’ requirements.
These products not only gave cost-effective alternatives to consumers, but also eliminated issues they faced while using similar products. While Godrej Hair Color made it easier for men to dye their hair at one-third the cost of other such products, Godrej Fast Cards eliminated the need to use mosquito coils.
The annual event is organised by Pitch, the marketing magazine of the exchange4media Group and powered by general entertainment channel Colors, the presenting sponsor is Big Magic.