Pragmarketism : pragmatic marketing insights for winning Indian consumers

WELCOME TO INDIA, THE LAND OF DIVERSITY, COMPLEXITY, CHALLENGES AND OPPORTUNITY! Understanding the Indian consumer is a tricky business. In a country where language and culture vary every few kilometres, the conventional rules of marketing and selling don t apply. It s a market where successful international brands had to shut shop while many smaller, lesser-known brands made fortunes by decoding the Indian consumer. So, what does it really take to succeed in the great Indian mela and win consumers? In Pragmarketism, Trupti and Arvind Bhandari address this opportunity for all business builders, gleaned from their collective experience of forty-five years of managing more than thirty brands across several blue-chip companies. Blending Western theories with Eastern ethos, Pragmarketism offers solutions for: Shaping an inspiring vision for your company. Building brands soaked in Indian sociological realities. Framing desi segmentation, targeting and positioning. Modelling your digital strategy in a noisy, dynamic environment. Implementing breakthrough innovation frameworks. And finally, syncing all critical functions to deliver value to consumers. Drawing from successful brands in FMCG, durables, media and other industries, the book offers unprecedented insights on succeeding in the world s most exciting market. WELCOME TO INDIA, THE LAND OF DIVERSITY, COMPLEXITY, CHALLENGES AND OPPORTUNITY! Understanding the Indian consumer is a tricky business. In a country where language and culture vary every few kilometres, the conventional rules of marketing and selling dont apply. Its a market where successful international brands had to shut shop while many smaller, lesser-known brands made fortunes by decoding the Indian consumer. So, what does it really take to succeed in the great Indian mela and win consumers? In Pragmarketism, Trupti and Arvind Bhandari address this opportunity for all business builders, gleaned from their collective experience of forty-five years of building more than thirty brands across several blue-chip companies. Pragmarketism is a whole new marketing approach, combining Indianism, pragmatism and digitalism. Based on Indian sensibilities and the practical experience of the authors, this book will be a step by step guide that offers unprecedented insights and alternative paradigms, for winning the digitally evolving desi consumers. Blending Western theories with Eastern ethos, Pragmarketism offers solutions for: Shaping an inspiring vision for your company. Building brands soaked in Indian sociological realities. Framing desi segmentation, targeting and positioning. Modelling your digital strategy in a noisy, dynamic environment. Implementing breakthrough innovation frameworks. And finally, syncing all critical functions to deliver value to consumers. Drawing from successful brands in FMCG, durables, media and other industries, the book is a comprehensive guide for marketeers to succeed in the worlds most exciting market. Indian Marketing has come of age. Lets celebrate it with Pragmarketism. Trupti Bhandari is a business leader with more than twenty-three years of experience across blue-chip companies like Reckitt Benckiser, Pfizer, Bausch & Lomb and GSK Consumer Healthcare. She has been instrumental in building iconic brands such as Dettol, Horlicks, Boost, Eno and Sensodyne, in various leadership roles. Arvind Bhandari, Executive Vice-President & Director at Nestl India, is a corporate veteran. He has served in leading organizations such as ITC, JWT, PepsiCo and Nestl across the South Asia and South Africa region, nurturing iconic brands such as Maggi, Lays and Pepsi, to name a few. He has been recognized with the AsiaOne Indias Greatest CMO 201617 award.