Pitch Exclusive: Chander Mohan Sethi’s secret ingredients to keep cult brands alive
In the Rs 130,000-crore FMCG sector, Reckitt Benckiser is a key player with its cult brands like Dettol, Cherry Blossom, Disprin, Mortein, Durex, Colin, Harpic, etc. These brands have maintained their cult status over the decades despite changing Indian consumer preferences. Chander Mohan Sethi, CMD, Reckitt Benckiser will reveal how this was achieved.
Published - 04-October-2011
In these changing times consumers are evolving at a ferocious pace and marketers are reading these signs of change and applying them to break new grounds in the marketplace. Pitch takes a close look at brands and companies that are ‘Breaking New Grounds’ at the Pitch CMO Summit 2011. The Summit will be held in three cities – Mumbai (November 21), Bangalore (November 23) and New Delhi (November 25).
CEOs, CMOs and marketing heads of the best of the brands that are breaking new grounds will share detailed case-study presentations at the Summit. One such distinguished speaker is Chander Mohan Sethi, CMD, Reckitt Benckiser (RB). Sethi will be speaking on ‘Cult brands: keeping them relevant to the ever changing India’.
In the Rs 130,000-crore FMCG sector, RB is a key player with its cult brands like Dettol, Cherry Blossom, Disprin, Mortein, Durex, Colin, Harpic, etc. These brands have maintained their cult status over the decades despite changing Indian consumer preferences. In his 27-year long stint with RB, Sethi has played a key role in driving these brands. He brings with him many years of sales and marketing experience in emerging markets across the globe, which has helped him in establishing a strong foothold for RB in the household products and personal care sector in India.
Talking about RB’s performance in the Indian market, Sethi said in a media statement, “Reckitt has grown by leaps and bounds over the last few years and this has been possible due to our passion for delivering better solutions to consumers. Through the roll-out of and investment behind our global Power Brands, Reckitt Benckiser has not only introduced products, but has created completely new growing categories and brought fresh life into stagnant categories. For example, toilet bowl cleaners, stain removers and hair removal.”
At the Mumbai leg of the Pitch CMO Summit, Sethi will share his secret ingredients of keeping cult brands alive and relevant.
Other key speakers who will be speaking at the Mumbai leg of the Summit are (names in alphabetical order): Anuradha Aggarwal, VP - Brand Communication and Insights, Vodafone Essar; Jawed Habib, CMD, Jawed Habib Hair and Beauty; Krishnadeep Baruah, Director Marketing, RIM India (BlackBerry); Lutz Kothe, Head of Marketing and PR, Volkswagen Passenger Cars, Volkswagen Group Sales India; and Sumit Sahay, Marketing Head, Infiniti Retail (Croma), among others.
Watch this space for more.