The Indian consumer market is advancing very fast but the fundamentals of marketing will remain the same, noted Sudhir Sitapati, Managing Director and CEO, Godrej Consumer Products Limited (GCPL), at the revealing of the Pitch Madison Advertising Report 2022 in Mumbai on Wednesday.
He shared with the audience interesting and highlighted insights from the ‘The New Marketing Play Book’.
Sitapati’s session was centered on 3 points include what will never change in marketing; what might change, and what will surely change Sitapati said, constitute 90-95 percent of the marketing world. According to Sitapati, the basics of marketing include Insight, Positioning, Proposition, and Big Idea. “They have guaranteed the same for the past 150 years or so on. These fundamentals make 90 percent of the marketing game and these won’t change,” he noted.
“Marketers required to work on the enduring 5 percent. This would require three core capabilities strategic clarity, a problem-solving approach using algorithms, and innovation.
If you have these three skills, you will be at the highest of your job. If you have none, then you need to increase to remain competitive,” Sitapati satisfied.
Sitapati went on to talk about how the marketing world always required one to possess these abilities but how certain paraphernalia around the job used to disguise them. However, they pointed out that “those elevated are disappearing very fast. The pandemic ensured that the paraphernalia vanishes quickly making these abilities more intense”.
Moving on, Sitapati pointed out that the digital rising falls under the “might change” category. He combined this point with the help of two Cinthol advertisements – one from the yesteryears featuring Vinod Khanna and the other from the recent past. Citing these examples, Sitapati explained that even though the fundamentals of the soap ad have remained the same, centering around masculinity, the very definition of masculinity has drastically changed over time.
Sitapati also spoke about how six-second video formats are likely to exceed the 30 second or 60 second TV advertisement. “Many things are being personalized and most things and processes may not be needed in the future,” he noted while mentioning aspects of marketing he believed will surely change.
Follow and connect with us on Facebook, LinkedIn & Twitter
