Brilliant talk on marketing strategy
By Rishi Saraf 12-Sep-2016
The company in which Sachin Dongre is Sr VP has grown into a 7000 crore company, and growing @40%. The company does not advertise. He shares his learnings ;
Do market research yourself, do not depend on other’s opinions.
Assumptions change after proper market research.
Select one option & put your life & death behind it.
Select your channel i.e. Online Vs Conventional.
Choose the segment you are good at.
Decide how much of the market you will take in the 1st year.
One can use free dashboards/ MIS to keep a daily track on sales.
Find out the outliers i.e. the top 3 performers & the bottom 5.
Put the bottom 5 in training under the top 3.
Outliers are CEO’s responsibility, do one-to-one with them.
Have a very good reward & recognition system.
80% of the market will always remain with conventional trade.
Retailer is God, he is the one who convinces the customer.
Maintain discipline in pricing among distributors & retailers.
Innovate, come out with something different.
Identify the gaps in the market & cater to it.
Go for the bottom of the pyramid (rural markets), it is huge.
He was speaking at VMA.