Interview with:artee hazari [artee]
MARKETING
 | Up till now, what has been your professional career path? with an engineering background I have done my Marketing Management from one of the most reputed business schools in INDIA- TAPMI.
Have been fortunate to be a core part of a new product launch -www.mahindrahomestays.com(to an extent a new conecpt). Follwoing which i handled the marcom/PR for the brand for a year and half. I spent 1.5 years working in an IT firm as a marketing domain consultant.
Currently I am working as a marketing manager in Healthcare Industry. |
| Please list web addresses where one can see something about you. |
| What is your stance as a marketing professional? What are you good at? What differentiates you from others? I am not limited to an individual vertical and hence pretty felxible across industries.
My PoD is my adaptability across industries. My uniqueness is in the fact that I have handled new product launches and worked across various fields-from branding/marcom , PR, operations to basic financing and IT systems. |
| A marketing strategy begins with an idea. How are yours born? incidents that i come across and through conversations! |
| In which market, products or services, are you currently working? Am currently working in Healthcare marketing :) |
| Did this product exist ten years ago? And the brand? Yes and Yes! |
| What is the consumer or user like that you have to win over? Medical Professionals, Highly positioned in large organisations. |
| What is the key to gaining consumer fidelity? Be honest- if u can do something tell it and if u cant dont say it!
Dont cheat
Dont leave consumer guessing. |
| How do you determine what consumers think and feel? Is something more than qualitative research necessary? depends- what are we trying to market.
We ask them what they feel....we should reward them for letting us know how we can serve them better so we dont create anything in a cocoon.
Yes, a quali in addition to quanti is definitely a bonus. |
| What is a better way to communicate your product: emotional or rational? A combination of both |
| What's your answer to the typical question: does marketing create nonexistent needs? It does in a sense... i never needed coke. (my classic example) |
| In times of crisis sales of generic store brands rise. What should premium brands do or not do when faced with this? It would be dependent on the extent of affect caused and I think its really difficult to give a overall common statement.
However according to what i assume they could fact they should stick to their guns ..yes a dip happens but using common sense would take them longer than just copycattying...and downgrading themselves. |
| Can you cite brands or well-known products that you admire for marketing brilliance? Currently Idea Cellular for its ad campaigns,
Tata docomo for their offer packaging. all in india. |
| The consumer is king: have advertisers realised this yet? Yes..i think so thats y they show consumer to be the best reaper (atleast in ads) to actually imbibe this thought and work towards it..they need to think a little more and put themselves in consumers shoes(after all they are consumers of what their consumers are working for somewhere in some way) If they expect something from their product/service they should follow the same rule while creatinga product/service for their consumers. |
| Are we heading towards more individualised marketing and advertising? yes, thats basically we are going back to where we came from before mass advertising.
Like a local mom and pop store owner wud know its consumers/customers by their name and will promote relevant items to them we want to do the same.
It wasnt possible till recent times due to huge scales and the unfathomable manual labour involved. Now with everything moving to the web it will be possible again(to a great extent) |
| What is the most surprising thing you have learned about digital marketing in the last few years? If we have so many thoughtleaders with so many followers why arent we going anywhere in a right direction. |
| A few years ago, it was said that online sales would end up killing traditional store sales, but that has not been the case: how can you explain this? It happens everytime we come up with something new--
television almost but not totally killed radio, radio dint kill print..
My logic to this phenomenon is we all belong to different categories of adapters and users. Also all of us are comfortable with different things. Hence even if I am a net savvy person I love to read newspaper and books in print. My colleague has stopped newspaper scubscription.
With our large numbers(7 bn+) we will have a sufficient size of all kinds of people and there will always be an opportunity for a new idea to spring up and most of them would be a success if done at right time, targeted to right customers in right geography. |
| How do you evaluate the potential of social networks for marketing on-line? Do you really think there is a new 2.0 marketing paradigm? A tremendous potential lies in social networks for marketing on-line ..but liek evrything else it needs common sense :)
Yes there is a new 2.0 marketing paradigm and it is at a personal/indiviudal org/product/brand level. |
| What industry or market segment do you find attractive for devoting yourself to in the coming years? Even though I am mostly industry neutral i would love to work with retail, CPG or tourism industry. |
| Be a prophet. What phenomenon will revolutionize marketing in the next few years? Personalisation and transparency wud be key factors in revolutionalising the marketing world and this has alredy started with web2.0. |
| Are you part of any professional networking sites? Has it served its purpose for you? Linkedin.com..
I havent been able to get benefitted by it yet but yes someday I hope to.. |
| How do you do your own personal branding? What do you recommend other professionals do to position themselves in the job market? Be honest- dont say what you dont do/know.
You are not just confusing others you are confusing yourself to. |
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artee hazari
Bangalore, India
|
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