Anu­rita Cho­pra

GSK Con­sumer Health­care

The Brand Reporter - - CONTENTS -

Sen­so­dyne is now ac­ces­si­ble to a con­sumer for as lit­tle as `25; these packs are driv­ing growth for us.

PER­SONAL

Who is your big­gest pro­fes­sional men­tor?

I’ve had dif­fer­ent men­tors at dif­fer­ent times who have shaped me, given me tough and strong ex­pe­ri­ences, made me laugh when I needed to, but kept me learn­ing through­out. Some of them are D Shivaku­mar, Vi­ral Oza, Devin­der Kishore and Navneet Saluja.

If not a brand mar­keter, what would you be?

I would be a full-time trav­eller.

Name a brand (other than your own) you ad­mire. Why?

Ap­ple – for the sheer love of de­sign and path­break­ing tech­nol­ogy that peo­ple can’t even imag­ine. Dis­ney, sim­ply for its pu­rity and con­sis­tency. And Taj, for the pride of be­ing an In­dian.

CAT­E­GORY

What are the big chal­lenges you see com­ing your way

in the next 12 months?

Peo­ple are us­ing ‘spe­cial­ist tooth­pastes’ that ad­dress spe­cific needs, like tooth sen­si­tiv­ity. In this cat­e­gory, mod­ern re­tail for­mats out­per­form tra­di­tional chan­nels. One in ev­ery three peo­ple suf­fers from tooth sen­si­tiv­ity. Of the for­mer, only one in three takes ac­tion. Our job is to ed­u­cate as many peo­ple to start liv­ing a sen­si­tiv­ity-free life.

What’s the big­gest change in the way con­sumers ap­proach your seg­ment to­day, ver­sus a year back?

While peo­ple are go­ing for den­tal check­ups more fre­quently, we are still far from con­sumers brush­ing twice a day and us­ing den­tal floss mouth­wash reg­u­larly. Con­sumer ig­no­rance and ap­a­thy to­wards oral health con­di­tions is the big­gest chal­lenge in this cat­e­gory.

Which prod­uct seg­ment out there im­pacts trends in your cat­e­gory most? Why?

More con­sumers are se­lect­ing the right tooth­paste for their needs, adopt­ing softer brushes which erode less of the enamel, and vis­it­ing den­tists more fre­quently.

In what way/s does your mar­ket­ing strat­egy change from Tier I to Tier II and III mar­kets?

The cat­e­gory is ben­e­fit­ing from in­creased con­sump­tion in ru­ral ar­eas. Growth in this seg­ment is led by low unit packs, es­pe­cially in places where price is a bar­rier. Sen­so­dyne is now ac­ces­si­ble to a con­sumer for as lit­tle as `25; these packs are driv­ing growth for us.

MAR­KET­ING

What’s the tough­est part of a be­ing a brand mar­keter?

Driv­ing ex­cel­lence in ex­e­cu­tion while lead­ing and de­vel­op­ing teams. Keep­ing a pulse on chang­ing con­sumer pref­er­ences and show­ing agility with the right prod­uct and for­mat, at the right time.

Name the big­gest pro­fes­sional hur­dle you faced re­cently. How did you tide over it?

The ‘speed to mar­ket’, with the right prod­uct and ex­e­cu­tion, is im­por­tant. If you don’t, then some­one else will.

As a mar­keter in the dig­i­tal age, what is your big­gest night­mare?

The ever-evolv­ing dig­i­tal ecosys­tem has given us a plethora of tools which en­able us to re­ceive feed­back from con­sumers on-the-go. So­cial lis­ten­ing helps us tai­lor-make our prod­ucts.

AD­VER­TIS­ING

What is your lead medium of com­mu­ni­ca­tion to­day?

Which medium do you use least?

TV con­tin­ues to be the lead. How­ever, more and more peo­ple are spend­ing time on­line and on their phones. The va­ri­ety of dig­i­tal plat­forms, so­cial and oth­er­wise, are in­creas­ingly help­ing us reach con­sumers where they spend most of their time.

Are the best cre­ative minds still in ad­ver­tis­ing?

Cre­ativ­ity is not just about cre­at­ing ads. We’re all mak­ers; we make dreams come true with so­lu­tions we cre­ate.

In what way has your re­la­tion­ship with your agency part­ners - cre­ative and me­dia plan­ning/buy­ing changed of late? What’s the one must-have qual­ity for an agency to­day?

Our part­ners must be able to high­light changes in trends and com­pet­i­tive ac­tiv­ity, be ag­ile in plan­ning and de­liv­er­ing our com­mu­ni­ca­tion. They need to be more con­nected to our busi­ness re­sults and cat­e­gory trends.

Are you open to pay­ing agen­cies a pitch fee?

No pitch fee. May the best man (or woman!) win.

Do you wish you could work with just one full-ser­vice cre­ative agency in­stead of mul­ti­ple cre­ative minds?

Work­ing with dif­fer­ent minds fos­ters dif­fer­ent streams of thought.

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