Shyam Mot­wani

Go­drej Lock­ing So­lu­tions & Sys­tems

The Brand Reporter - - CONTENTS -

In Tier III and IV the fo­cus is on prod­uct and price; in I and II, on range and aes­thet­ics.

PER­SONAL

If not a brand mar­keter, what would you be?

I would ei­ther be a ro­fes­sional Trainer or a Man­age­ment Con­sul­tant.

Name a brand (other than your own) you ad­mire. And tell us why.

I ad­mire Ap­ple, for their in­no­va­tion-driven prod­ucts.

CAT­E­GORY What are the big chal­lenges you see com­ing your way in the next 12 months?

Well, I see re­place­ment of old lock in­stal­la­tions, lack of aware­ness about se­cu­rity tech­nolo­gies, and volatil­ity in the dol­lar ex­change rates and com­mod­ity prices, as the big chal­lenges com­ing in the next 12 months.

What’s the big­gest change in the way con­sumers ap­proach your seg­ment to­day, ver­sus a year back? To what do you at­tribute this?

Con­sumers are ap­proach­ing the locks cat­e­gory more and more for its aes­thetic ap­peal as op­posed to only func­tional su­pe­ri­or­ity. This is be­cause peo­ple are pay­ing more at­ten­tion to bet­ter look­ing in­te­ri­ors.

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

Mor­tise Door Han­dle Locks and Mor­tise Door Rim Locks have a ma­jor im­pact on trends in our cat­e­gory be­cause of their aes­the­sis and func­tion­al­ity. Home dé­cor plays an im­por­tant role in the buy­ing de­ci­sion of evolved cus­tomers.

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

In Tier III and IV mar­kets the fo­cus is on the right prod­uct and price, while in Tier I and II mar­kets the fo­cus is on range avail­abil­ity, prod­uct aes­thet­ics and pre­sen­ta­tion.

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

Win­ning cus­tomer loy­alty is the tough­est part of a be­ing a brand mar­keter to­day.

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

To my mind, the big­gest pro­fes­sional hur­dle I faced re­cently was the im­ple­men­ta­tion of Goods and Ser­vice Tax (GST). I suc­ceeded by pos­i­tively re­spond­ing to drop­ping the end con­sumer prices in line with the drop in tax rates.

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

As a mar­keter in the dig­i­tal age, the big­gest chal­lenge is to at­tract eye­balls, en­gage viewer at­ten­tion and drive pos­i­tive out­comes and be­hav­iour.

AD­VER­TIS­ING What is your lead medium of com­mu­ni­ca­tion to­day? Which medium do you use least?

The dig­i­tal plat­form is our lead medium of com­mu­ni­ca­tion to­day. We use tra­di­tional medi­ums such as TV and print the least in our com­mu­ni­ca­tion.

Are the best cre­ative minds still in ad­ver­tis­ing?

Yes, they are in ad­ver­tis­ing.

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 fo­cus is on in­te­grated mar­ket­ing com­mu­ni­ca­tion. To­day, with our part­ners, we have a 360 de­gree in­te­grated mar­ket­ing com­mu­ni­ca­tion ap­proach. That is a must have ual­ity for an agency to­day.

Are you open to pay­ing agen­cies a pitch fee? Why/why not?

No. Be­cause agency pitches are sup­posed to be an in­vest­ment of time and money for both, and for a win-win part­ner­ship.

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

Yes.

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