BISWABARAN CHAKRABARTI

VP - Brand & Chan­nel Man­age­ment, Cromp­ton Greaves Con­sumer Elec­tri­cals Ltd

Impact - - FEATURE -

On tech­no­log­i­cal dis­rup­tions: Tech­no­log­i­cal dis­rup­tions may make the sit­u­a­tion com­plex, but they are help­ing in tak­ing much more in­formed de­ci­sions. There is lot of data avail­able from mar­ket in­tel­li­gence, in­ter­nal sales data, con­sumer re­search data, etc. It’s im­por­tant to un­der­stand how to in­te­grate the data from var­i­ous sources and how the in­sights should be ac­tioned. In­sights from th­ese data sources are re­ally the key in me­dia plan­ning to­day.

On over­abun­dance of data: As long as one is clear about which data is used for what ob­jec­tive, I don’t re­ally see a pos­si­bil­ity of get­ting lost in num­bers. Ev­ery data does not lead to me­dia strat­egy. The data may throw chal­lenges to the mar­ket­ing team, which may call for ac­tion, as var­ied as chan­nel ad­e­quacy, prod­uct of­fer­ings, ca­pa­bil­ity build­ing and so on. For ex­am­ple, a drop in mar­ket share in a par­tic­u­lar mar­ket may be due to drop in counter-share and that may be due to en­try of a new brand with bet­ter prod­uct of­fer­ing.

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