Pragmarketism: Pragmatic Marketing Insights for Winning Indian Consumers

Product Description WELCOME TO INDIA, THE LAND OF DIVERSITY, COMPLEXITY, CHALLENGES AND OPPORTUNITY! Understanding the Indian consumer is a tricky business. In a country where language and culture vary every few kilometres, the conventional rules of marketing and selling don t apply. It s a market where successful international brands had to shut shop while many smaller, lesser-known brands made fortunes by decoding the Indian consumer. So, what does it really take to succeed in the great Indian mela and win consumers? In Pragmarketism, Trupti and Arvind Bhandari address this opportunity for all business builders, gleaned from their collective experience of forty-five years of managing more than thirty brands across several blue-chip companies. Blending Western theories with Eastern ethos, Pragmarketism offers solutions for: Shaping an inspiring vision for your company. Building brands soaked in Indian sociological realities. Framing desi segmentation, targeting and positioning. Modelling your digital strategy in a noisy, dynamic environment. Implementing breakthrough innovation frameworks. And finally, syncing all critical functions to deliver value to consumers. Drawing from successful brands in FMCG, durables, media and other industries, the book offers unprecedented insights on succeeding in the world s most exciting market. About the Author Arvind Bhandari, Executive Vice-President & Director at Nestlé India, is a corporate veteran. He has served in leading organizations such as ITC, JWT, PepsiCo and Nestlé across the South Asia and South Africa region, nurturing iconic brands such as Maggi, Lay s and Pepsi, to name a few. He has been awarded the AsiaOne India s Greatest CMO 2016 17 award. Trupti Bhandari is a business leader with more than twenty-three years of experience across blue-chip companies like Reckitt Benckiser, P¬fizer, Bausch & Lomb and GSK Consumer Healthcare. She has been instrumental in building iconic brands such as Dettol, Horlicks and Sensodyne, in various leadership roles.