"The Game Changers of Marketing" - that is the theme that BW Businessworld Marketing Whitebook took on for the 12th edition of what has now become an essential handbook for marketers. Presented by TIMES NETWORK, in association with Nielsen, the book was launched on July 21, 2016 at a ceremony attended by more than 350 delegates comprising senior decision makers of the marketing industry in India.
Suresh Narayanan, Chairman and Managing Director, Nestlé India launched the book. Preceding the launch, in his Keynote address, Mr Narayanan's key message was of leadership that left behind a legacy to grow. Citing a genetic coding that was has primed Nestle for growth for many years, he explained that much as it is advised in philosophy and taught in classrooms, adversities come with opportunities.
"We undertake many initiatives, concepts, employ reflectology, consumer data and insights mining, but there always is something called fate. When that happens, some of these concepts can pale. In times of crisis, you have to go back to values and what makes you grow. We believe in something called Fast, Focussed and Flexible Behaviour," said Mr Narayanan.
A LEADERSHIP TO REMEMBERAnother point that Mr Narayanan asserted on was the strength of leadership that is buoyed by team and partners and that has the ability to leave behind a legacy of growth. "Whatever a leader achieves, he does so from the shoulder of giants. This is not one hero who makes everything happen. There is a whole team, supported by partners and well wishers behind it. They got us to what was essentially a life crisis for us. In crisis, you either want to live or go in peace. Some of us choose to live and when that happens, nothing can stop you," Mr Narayanan stated.
He explained that leadership is the catalyst, the fertiliser and the ground for change but change has to be embraced by people. You have to try and do the right things for the organisation. He said, "We have 104 years of very respectable existence in the category. Our experiences over time, and how we have approached them, have given us some of the most well loved brands, and numerous leaders. We come from a position of strength."
He reiterated the fact that it was not really the good times that put leadership to test but the tougher times. "Leadership makes all the difference, when the chips are down. Referring to the Nestlé experience again, he said, "As an organisation, I am excited. A leader's time will come and go but what we leave behind is important. And at present, Nestlé is taking some right steps for growth."
HEIGHTENED CHALLENGESAmong the key areas that are becoming important from a marketer's perspective, Mr Narayanan highlighted digital and diversity in workforce. He said that the digital revolution, high on 460 million, and growing internet users, 60 per cent of which were from mobile was both value and boon for many marketers. He also spoke about the role of women as an important growth driver for marketer. As women literacy rates grow, they are becoming more important not only as individual decision makers but also as consumer categories.
Bringing a differentiated perspective here, he said, "Each gender brings value to the table but whoever said men cannot have the softer skills that we attribute to women. That is not the reason to hire. One of my learning in fact is that you need to be like a coconut -hard on the outside and compassionate on the inside. Women in workforce and leadership are increasing, and that is an important change."
Reflecting on the change in digital, he said, "Companies are no longer digital enabled but marketing is digital able. That is a huge transition. Three years ago, we had 2500 consumer contacts in the full year. Today we are talking about half a million. They want to know everything from what goes in a food product and how it is made to the role and authenticity of the brand," Mr Narayanan said.
A FUTURE STORYMillennials have taken the challenges for marketing to a new level and it is a positive challenge. There are tools that enable them to communicate, ask and know. The only thing marketers can bring to the table are perspectives that add value and help connect the dots.
People are talking, thinking and living brands. Brands today have become experiential and part of the ecosystem. "One of the huge facets we observed in Maggi was that it was more than a noodle for Maggi consumers; it is a part of their life. Therefore, the task as marketers to ensure sanctity, privacy and integrity of the relation is that much more," Mr Narayanan said.
He observed that in his role, as the company's leader, one of the most important things he could do was to enable his teams the freedom to explore newer areas of connecting with consumers. "India is an emotive country - we have our heart in hands, and thoughts in the feet. As marketers, and as a nation, that is both a challenge and strength," Mr Narayanan concluded, as he advised the audience to always listen to values and heart because these would lead to the right direction.
