An interview with Mr. P. Sam, Regional Business Head, BPL, Tamil Nadu

What influenced you to take up a career in marketing? Tell us about some professional challenges you faced in this field?

It is the sheer excitement that comes along with the job wherein the adrenalin never stops flowing! Also this is one area where one never stops learning. Talking of challenges - a couple of them come quickly to mind. Some of us had got together to launch a company for the Godrej group in the consumer telecom area. Setting up the company, launching the brand, getting the network right, were activities that were professionally challenging as well as satisfying. The other challenge that I faced was rejuvenating the "Gypsy" brand for Maruti Udyog Ltd.

Most Indian companies are facing competition for the first time now. A paradigm shift has taken place in the competitive environment - from a supply driven market to a demand driven one. The customer is truly becoming the king! Marketers have the opportunity to shape the destinies of companies.

What kind of career growth does the field offer?

This is an area where a competent professional can legitimately hope to be on an accelerated career path. One's contributions are easily quantifiable and visible in this field.

Are there any opportunities for becoming independent consultants?

There are ample opportunities for independent consultants with in depth knowledge of wide ranging the industries. These consultants are a boon to organisations in search of external expertise to complement their in-house competency.

Is marketing ethos losing out to mainline sales due to stiff competition?

I don't think so. On the contrary, the marketing ethos would only gain ground, as that is a prerequisite for sustained long-term success. A pure sales approach may generate short-term gains but it will not stand the test of competitive pressure in the long term.

At BPL, do you prefer professionals with a strong marketing background or a strong sales background?

We have a strong marketing credo. Hence it is natural that we prefer professionals with a strong marketing approach. Though, a clear understanding of the sales process is also essential. I would like to look at both approaches as being complementary to each other rather than viewing them in a mutually exclusive perspective.

The consumer durable sector is highly competitive - can you tell us some of the successful marketing strategies that you implemented in this sector.

The sheer intensity of competition that you mentioned about would prevent me from divulging any of our marketing strategies! Suffice to say that we are committed to delivering maximum value to our customers. Our by-line "Believe in the best" sums it up very aptly.

Does knowledge of merchandising and advertising play an important role in a marketing professional's career?

I believe it does. One should have adequate knowledge of relevant concepts both in merchandising and advertising to ensure that there is a thread of consistency running through the entire frame of your marketing communication. Otherwise, there is a danger of cognitive dissonance creeping in.

How do you see the role of marketing as a strategic initiative for competing in the new economy?

The Internet has the power to change market dynamics and upset traditional channel strategies and business models by providing a more efficient and effective means to move information and products / services into the market. Marketers have to realise this and rework their strategies keeping this fact in mind. We must adopt a collaborative approach vis-`-vis the traditional one and minimise channel conflict. This does not mean eliminating channel conflict because on a positive note channel conflict indicates complete market coverage and can identify as well as weed out the weaker, less efficient channel models. Instead, the net should also be viewed as an interactive medium for more effective communication with consumers.

Is societal marketing a reality today?

Societal marketing is at a very nascent stage in a country like ours. I believe we are still way off before this phenomenon takes root here. However, it is gratifying to see some responsible corporates already paying serious attention to this aspect.

MALINI SURYANARAYANAN

malini-sKindiainfo.com