CoBB | Conversations on the Business of Brands
By Sudeep Chawla & Sharavana Raghavan
CoBB | Conversations on the Business of BrandsNov 09, 2022
89) Don’t Put All Your Eggs in the Q-Com Basket
In this contrarian episode, Sharan and Sudeep challenge the prevailing hype for Quick Commerce (Q-Com) and urge a balanced view on its transformative impact on FMCG businesses.
Our hosts begin by questioning the current infatuation with Q-Com, drawing parallels with historical trends such as the rise and stabilisation of Modern Trade (MT). Sharan reflects on the lessons from MT's explosive growth forecasts and its reality today, advocating for a cautious approach to the Q-Com hype. They dissect the allure of Q-Com—its convenience, speed, and technological integration, mirroring the traditional kirana stores, yet enhanced for the digital age.
However, the discussion takes a critical turn as they explore the potential pitfalls for Q-Com, including SKU rationalization and the resurgence of kirana stores. Sharan emphasizes the importance of not becoming overly reliant on one channel, advocating for a diversified approach to ensure brand resilience and adaptability across multiple distribution strategies.
Join Sharan and Sudeep as they delve into the complexities of Quick Commerce, offering insights that go beyond the surface-level excitement.
This episode is a must-listen for anyone looking to understand the nuances of new retail formats and how to strategically navigate them. Tune in to get a fuller picture of Q-Com's role in the future of FMCG distribution.
As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net. We love hearing from you.
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CREDITS
- Album Art & Design by ting.in
- Voiceovers by Anjale Stephanos
- Music from Zapsplat.com
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88) What Politicians can learn from Marketers
In this intriguing episode, Sharan and Sudeep dive into a thought-provoking discussion that bridges the gap between political strategy and marketing savvy. They explore how the massive spending and strategic segmentation in political campaigns mirror cutting-edge marketing techniques, providing a masterclass in audience targeting and brand positioning.
Our hosts dissect the electoral process, likened to the biggest marketing event of the year, where the stakes are high and the strategies are intensely micro-targeted. From discussing the foundational 'product' of a political campaign—essentially the actions and words of politicians—to examining the role of demographic vs. attitudinal segmentation, this episode offers a rich analysis that parallels political tactics with FMCG marketing strategies.
Join Sharan and Sudeep as they uncover the lessons marketers can take from the political arena, emphasizing the importance of a solid 'product' and consistent branding. Whether you're a marketer, a political strategist, or just a curious listener, this episode will equip you with insights on how to craft campaigns that resonate and endure. Tune in to rethink how political strategies can inform and enhance marketing practices.
As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net. We love hearing from you.
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Sudeep Chawla - Linkedin
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CREDITS
Album Art & Design by ting.in
Voiceovers by Anjale Stephanos
- Music from Zapsplat.com
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87) Brands Are Neither Assets Nor Investments
86) Avoiding Marketing (B)loopers
In this episode, Sharan and Sudeep dive into the intricate world of marketing strategies gone awry.
They unravel the common pitfalls that brand managers face when they become too brand-centric, forgetting that the true north should always be the consumer’s perspective.
The conversation takes a critical look at the outdated practices of creating microsites and Facebook groups for Integrated Marketing Communications (IMC), which often lead consumers down a never-ending loop, assuming their world revolves around a single brand. Our hosts argue that these ‘loopers’ can quickly turn into ‘bloopers’ if not navigated with care.
For added measure, Sharan uses a blooper from his time on Oreo India to explain Sudeep’s watch-out points.
As they dissect the consumer journey, Sudeep lays out the essential principles for brand managers: be present where the consumer is, establish a clear and compelling core premise, fulfil promises early to avoid loopy journeys, and ensure branding feels effortless. They emphasise that peripheral elements should remain optional, never hindering the joy of the consumer experience.
Join us as we explore how to avoid these marketing missteps and create brand strategies that resonate authentically with consumers. Tune in to learn from the candid debates and insightful disagreements that make CoBB a must-listen for anyone passionate about building remarkable brands.
As always, do mail us your feedback, comments and any questions you may have for our hosts at [mail@cobbcast.net](mailto:mail@cobbcast.net). We love hearing from you.
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CREDITS
- Album Art & Design by ting.in
- Voiceovers by Anjale Stephanos
- Music from Zapsplat.com
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85) Decoding Marketing Jargon - A Fun Quiz
In this fun episode, Sharan and Sudeep take a detour from their usual discussions. Expect a playful yet educational session, as Sharan springs a surprise quiz on Sudeep. Both challenge each other to demystify the jargon often sprinkled in marketing talks.
Our hosts delve into a series of marketing terms that, while commonly used, can be bewildering for emerging entrepreneurs and early career marketers. They bring clarity to concepts like Market Share, Numeric and Weighted Distribution, and Share Among Handlers (SAH). These terms aren't just dissected for their definitions; Sharan and Sudeep provide real-world examples, making them easily digestible.
But the discussion doesn't stop there. The episode also explores deeper metrics such as Household Penetration, Purchase Occasions, Frequency of Purchase, Source of Business (SoB), Top of Mind (TOM) recall, Spontaneous Awareness (SPONT), and the Purchase Decision Hierarchy (PDH). Each of these concepts is broken down in a way that simplifies their complexity, making them accessible to all listeners, with an example of an energy drink brand.
Whether you're a seasoned professional or new to the field, this episode of CoBB is a must-listen. Not only will it enhance your marketing vocabulary, but it will also equip you with insights to navigate the FMCG industry more effectively. Sharan and Sudeep ensure that by the end of this episode, you'll be more confident in understanding and employing these critical marketing terms in your business strategy. Tune in for an engaging and informative session, where learning meets fun in the world of brand marketing!
As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net. We love hearing from you.
CONNECT WITH OUR HOSTS
Sharavana Raghavan on LinkedIn
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CREDITS
- Album Art & Design by ting.in
- Voiceovers by Anjale Stephanos
- Music from Zapsplat.com
84) Marketing Frameworks Vs Creativity
In this episode of Sharan and Sudeep dive into a thought-provoking debate: "Do Frameworks Stifle Creativity?”. It's a juxtaposition that delves deep into the heart of marketing, addressing a common conundrum faced by students and professionals alike.
The conversation starts with the fundamental nature of frameworks, stretching back to our earliest days in school. Sharan & Sudeep dissect the rationale behind frameworks, emphasising their role in honing our mental and physical behaviours to achieve optimal effort versus result ROI. They unravel how these frameworks, ingrained through repeated training, become second nature, transforming into what we often refer to as 'experience.'
But here's the twist: the episode challenges the notion that frameworks stifle creativity. Instead, Sharan and Sudeep argue that in marketing, frameworks like branding fact base, brand ladder, and winning proposition expression serve as guides, shaping our thinking while leaving ample room for creativity. They illustrate this with compelling examples.
Is marketing really about creativity? Can frameworks and free thinking coexist harmoniously? This episode is not just an exploration but an eye-opener, encouraging listeners to rethink their approach to marketing and creativity. It's a must-listen for anyone looking to break the mould while staying grounded in the principles that define successful brand strategies. Tune in to discover how to harness the power of frameworks without dampening the spark of creativity
As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net. We love hearing from you.
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**CREDITS**
- Album Art & Design by ting.in
- Voiceovers by Anjale Stephanos
- Music from Zapsplat.com
83) 5 Red Flags for an FMCG Entrepreneur
In this episode, hosts Sharan and Sudeep dive deep into the challenges and pitfalls that FMCG entrepreneurs often face. They discuss the fine line between ambition and overreach in the fast-paced world of FMCG.
Sharan points out that despite these admirable qualities, there are critical red flags that can potentially derail even the most promising ventures.
They start with the harsh reality that in FMCG, profitability cannot be ignored in favor of growth metrics. They then tackle the issue of overextending product ranges, emphasizing the need for focused and strategic product development.
They stress the importance of fostering strong relationships with distributors and retailers, and not merely relying on them without providing adequate incentives.
Additionally, they dissect the misconception of equating social media popularity with brand success, cautioning entrepreneurs against neglecting the core aspects of brand building.
Lastly, they delve into the allure and potential pitfalls of early export opportunities, urging entrepreneurs to focus on sustainable, long-term business growth.
This episode is a bundle of insights for FMCG entrepreneurs, packed with practical advice and eye-opening discussions. Tune in to learn how to navigate these red flags and steer your FMCG venture towards success.
As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net . We love hearing from you.
CONNECT WITH OUR HOSTS
Sudeep Chawla - Linkedin
Sharavana Raghavan - Linkedin
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CREDITS
- Album Art & Design by ting.in
- Voiceovers by Anjale Stephanos
- Audio Edit by Janhavi Pethkar
- Music from Zapsplat.com
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82) To be or Not To Be on IPL
In this week’s episode, Sharan and Sudeep dive into a question that keeps many a brand managers awake at night: To be or not to be on IPL?
Known as the Super Bowl of India, the IPL stands as a towering media event, luring in brands with its promise of unparalleled exposure. But is it always the right move?
Our hosts meticulously dissect the IPL's mammoth scale, with a staggering 8000 Cr spent across 300-400 brands in various sponsorships and associated shows. But amid this ocean of investments, standing out becomes a Herculean task.
Sharan and Sudeep unravel the complexities of deciding whether to partake in this advertising bonanza, weighing factors like category consumption, budgetary constraints, and the specific advertising tasks at hand.
But what if IPL isn't the right fit for your brand? The conversation takes an intriguing turn as our hosts explore viable alternatives. With insights on the strategic value of advertising outside the IPL season, particularly focusing on news channels during election times, they argue for a more sustained brand presence throughout the year.
As always, Sharan and Sudeep blend their expert analysis with engaging examples, making this episode a must-listen for brand managers, marketers, and anyone fascinated by the high-stakes world of advertising and media buying.
Tune in to find out whether your brand should play in the IPL arena or look beyond it.
As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net. We love hearing from you.
CONNECT WITH OUR HOSTS
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CREDITS
- Album Art & Design by ting.in
- Voiceovers by Anjale Stephanos
- Audio Edit by Janhavi Pethkar
- Music from Zapsplat.com
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81) Why Innovations Fail
In this eye-opening episode Sharan and Sudeep delve into the intriguing world of FMCG innovation and its pitfalls. They uncover the hidden challenges behind why over 90% of innovations don't succeed, a reality not just limited to FMCG but prevalent across consumer-focused sectors.
The discussion kicks off with Sharan sharing insights from his rich experience in FMCG innovations, highlighting how even straightforward innovations take an excessively long 18-24 months from conception to launch. This sets the stage for a deep dive into the reasons behind these high failure rates. They explore everything from the lack of strategic fitment in product launches to internal dynamics like R&D teams' love affair with their innovations, often at the cost of real consumer needs.
But it's not just about the problems. Sharan and Sudeep shift gears to discuss opportunities for emerging businesses. They argue that these businesses, with their agility and close connection to customers, can sidestep the traps that larger companies often fall into. This section is particularly insightful for budding entrepreneurs and smaller firms looking to make a mark in the industry.
The episode concludes with a bang as Sharan shares Vitral's revolutionary approach to innovation, aiming to take FMCG innovations to market in just one quarter.
Tune in to this special episode to understand the intricate dynamics of FMCG innovations and learn how to navigate these challenges successfully. It's an essential listen for anyone in the industry, offering a blend of deep insights and practical advice.
As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net . We love hearing from you.
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CREDITS
- Album Art & Design by ting.in
- Voiceovers by Anjale Stephanos
- Audio Edit by Janhavi Pethkar
- Music from Zapsplat.com
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80) Marketing Effectiveness Vs Efficiency
In the episode, hosts Sharan and Sudeep delve into the intricate balance between marketing efficiency and effectiveness. The episode, begins with Sudeep's reflection on his experience as a judge at prestigious marketing award shows like the EMVIES and EFFIES. This leads to a compelling discussion on what truly makes a marketing campaign stand out.
Sudeep articulates his preference for effectiveness over efficiency, emphasizing the need to first meet the stated objectives of a campaign before seeking the most optimum path to achieve them. The duo stresses that effectiveness must precede efficiency, advocating for a focus on crafting the right message before optimizing media choices.
They explore how deep insights and the 'Think, Feel, Do' (TFD) framework can guide marketers in crafting impactful messages. An example of the Bajaj Platina campaign demonstrates how a well-grounded insight and an intuitively crafted message can lead to marketing success.
This episode is a must-listen for marketers aiming to understand the nuanced relationship between effectiveness and efficiency. It's not just about making a campaign faster or cheaper; it's about striking the right balance to ensure long-term brand building and success.
As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net mail@cobbcast.net We love hearing from you.
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CREDITS
- Album Art & Design by ting.in
- Voiceovers by Anjale Stephanos
- Audio Edit by Janhavi Pethkar
- Music from Zapsplat.com
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79) Building Offline Distribution
In this episode of CoBB | Conversations on the Business of Brands, Sharan and Sudeep unlock the secrets of mastering Offline Distribution. This isn't just about the what, but the how and why behind expanding your brand's reach.
Our hosts start by dissecting why Offline Distribution is critical for FMCG brands, especially in a digital-first era. Think it's all about online reach? Think again. They reveal the staggering stats of India's consumer base, showing why offline is not just an option, but a necessity.
Then, it's a deep dive into the world of distributors. Navigating this maze can be daunting, but Sharan and Sudeep have got your back. They discuss finding the right distributor, striking a balance with margins, and the often overlooked art of building relationships. This isn't just business; it's about creating a network that grows with you.
But what about sales teams? Crucial, says our duo. They explain why equipping and training your salesforce is essential to ensuring your product doesn't just sit on shelves but sells.
Finally, they tackle scaling. How do you go from one distributor to covering a city, or even a state? It's a step-by-step journey, filled with learning and adapting. It's strategy, execution, and a bit of magic.
Join Sharan and Sudeep as they lay out the roadmap for Offline Distribution success. It's a guide not just to survive but thrive in the FMCG marketplace. Ready to take your brand to the next level? Tune in and transform your approach to distribution.
As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net. We love hearing from you.
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CREDITS
- Album Art & Design by ting.in
- Voiceovers by Anjale Stephanos
- Audio Edit by Janhavi Pethkar
- Music from Zapsplat.com
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78) Triggering Brand Growth with ALICE
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In this episode of CoBB | Conversations on the Business of Brands, Sharan & Sudeep dive into the mysterious world of ALICE, and no, we're not tumbling down any rabbit holes! ALICE, a strategy they picked up during their time at Cadbury, is the secret sauce to sparking brand growth. But who is this elusive ALICE, and why should brand custodians care? Well, buckle up, because you're about to find out.
ALICE isn't a person but a process, and a darn good one at that. It stands for Align, Leverage, Immerse, Connect, and Execute - five steps that sound simple but are as intricate as a Swiss watch. Our hosts begin by exploring how aligning on the right problem can be the difference between a skyrocketing brand and a stagnating one. Take the European toilet cleaner category, for instance – a market as crowded as a rush-hour subway, where differentiation is key.
Then, there's leveraging what you already know. Did you know consumers often can't tell bleach from acid in cleaners? That's a gold mine of insight right there. And let's not forget about immersing yourself in the consumer's world. Homes with kids, it turns out, face a daily battle with the loo.
Connecting these dots leads to some surprising revelations and, ultimately, to executing a solution that's not just effective but measurable. Case in point? Harpic Platinum Shield - a product that's like a superhero cape for your toilet, keeping it pristine for up to 20 uses.
Join Sharan and Sudeep as they unpack the ALICE process, using real-world examples. You'll come away with a clearer understanding of how to trigger growth for your brand – and maybe a newfound respect for toilet cleaners! So, are you ready to meet ALICE? Listen in and let the brand growth adventure begin.
As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net. We love hearing from you.
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CREDITS
- Album Art & Design by ting.in
- Voiceovers by Anjale Stephanos
- Audio Edit by Janhavi Pethkar
- Music from Zapsplat.com
77) 5 Cs Of Sales Transformation
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In this episode of CoBB, Sharan & Sudeep are at it again, this time tackling a topic that's as critical as it is complex: transforming the sales function in emerging businesses. They start with a truth bomb that hits close to home for many entrepreneurs – the struggle of moving from a relationship-based, people-dependent business to one that's system-driven.
But wait, there's more. The duo dives into why businesses often hesitate to shift gears and embrace change. It's not just about the fear of the unknown, but also about the practical challenges of elevating a business to the next level. And guess what? They're here to tell you that this transformation doesn't have to be as daunting as it sounds.
Sharan & Sudeep tease a simple yet revolutionary framework to navigate this high-stress transition – the 5 Cs of Sales Transformation.
Expect a blend of insight and experience that you've come to love. It's all about starting at the top, charting your course, conveying your vision, checking progress, and, of course, dangling the proverbial carrot. But the specifics? Well, you'll have to listen to the episode for those.
So, if you're an entrepreneur, a marketing maven, or just someone who loves a good business strategy session, this episode is for you. It's time to transform your sales, and maybe, just maybe, your entire business perspective. Tune in, and let the transformation begin! 🌟🚀
As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net We love hearing from you.
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CREDITS
- Album Art & Design by ting.in
- Voiceovers by Anjale Stephanos
- Audio Edit by Janhavi Pethkar
- Music from Zapsplat.com
76) Marketers Need To Lose Control To Gain Control
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In the latest episode of CoBB | Conversations on the Business of Brands, Sharan and Sudeep unravel a paradox that every marketer faces but seldom talks about. This episode is not just a discussion; it's a guide to transforming your marketing challenges into triumphs.
Remember when we touched upon crowdsourcing wisdom? This episode takes that idea a step further. Marketers often find themselves bogged down with the desire to solve complex problems single-handedly – whether it's attracting new consumers, upgrading current ones, or outshining the competition. The desire to deliver that perfect, glory-winning solution often overshadows a crucial strategy: sharing the problem.
But who do you share your problem with? Our hosts dive into the nitty-gritty, listing everyone from fellow marketers to your sales team, and discusses the 'how' of it. They lay out a blueprint – stating the problem, hypothesizing barriers and opportunities, and setting clear expectations. The crux? Make them part of your mission.
The episode also highlights the power of collaboration with a real-world example – remember the Gems surprise with Ben 10 toys? Plus, there's a tip on follow-ups that could be your game-changer.
Tune in for an insightful, discussion on how losing control in the right way could be your ticket to gaining it back, stronger than ever. As Sharan and Sudeep say, "Sometimes, the best way to solve a problem is to share it."
As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net. We love hearing from you.
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CREDITS
- Album Art & Design by ting.in
- Voiceovers by Anjale Stephanos
- Audio Edit by Janhavi Pethkar
- Music from Zapsplat.com
75) How Premium Can Brands Drive Penetration
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In this episode of CoBB | Conversations on the Business of Brands, our hosts, Sharan and Sudeep, dive into the seemingly paradoxical world of premium brands seeking mass market penetration. The episode challenges the traditional notion that high-end brands must sacrifice their luxury aura to appeal to the masses.
Can premium brands truly blend into the mass market without losing their luster? It's not about indiscriminate price slashing. It's about strategy. They delve into the art of smart pricing and packaging, illustrating how brands like Harley Davidson manage to retain their premium status while making their products more accessible. Think entry-level luxury that doesn't compromise on quality.
Then they go on to tackle the equally crucial aspect of accessibility. It's not just about being available; it's about being aspirationaly reachable. They dissect how brands like Dove have successfully navigated this terrain, not by cheapening their product but by repackaging it for a broader audience.
This episode is a lesson in maintaining that delicate balance between exclusivity and reach. It's about offering a slice of luxury that's both tempting and attainable. If you’re in the business of brand building, this episode is your roadmap to navigating the tightrope of premium brand penetration without falling into the trap of devaluing your brand. Tune in and get ready to be enlightened and entertained!
As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net. We love hearing from you.
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CREDITS
- Album Art & Design by ting.in
- Voiceovers by Anjale Stephanos
- Audio Edit by Janhavi Pethkar
- Music from Zapsplat.com
74) How To Get Better At Marketing
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In this new 10-minute episode version of CoBB | Conversations on the Business of Brands, hosts Sharan and Sudeep dive deep into the heart of continuous learning for marketers. The episode kicks off with a nod to Malcolm Gladwell's "Outliers" and the famed 10,000-hour rule, and Chandramouli Venkatesan’s ‘Get Better At Getting Better’. It's not just about clocking hours; it's about deliberate and strategic practice in the art of marketing.
The duo breaks down the essence of marketing into three fundamental steps: Accumulation, Assimilation, and Adaptation. Sudeep shares his personal journey of soaking up knowledge from sources like Brand Equity and Afaqs, encouraging listeners to find their own wells of inspiration. They dissect what it means to truly assimilate marketing campaigns, using the example of 5 Star's clever stances and propositions, which speak directly to the youth with a blend of smart humour and quirkiness.
As they move to Adaptation, they challenge listeners to rethink and remodel existing campaigns, fostering a mindset of innovation and creativity. The episode is peppered with insights on how brands like 5 Star stay relevant by aligning with topical issues and maintaining a fresh perspective on their target demographic.
Wrapping up, Sharan and Sudeep invite their audience to reflect on these 3As and share their interpretations.
This episode isn't just a lesson; it's a call to action for budding marketers to hone their craft through thoughtful practice and analysis. Tune in to transform your marketing skills from ordinary to extraordinary!
As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net . We love hearing from you.
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CREDITS
- Album Art & Design by ting.in
- Voiceovers by Anjale Stephanos
- Audio Edit by [Janhavi Pethkar
- Music from Zapsplat.com
73) 7 Reasons Why Regional Brands Don’t Scale Nationally
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In this bite-sized, meaty episode, Sharan & Sudeep delve into a question that keeps many an entrepreneur tossing and turning at night: Why do regional brands often hit a glass ceiling when scaling nationally?
Inspired by Sharan's interview with Mr. CK Ranganathan, for his Tamil podcast, this episode is a treasure trove of insights, perfect for anyone flirting with the idea of expanding their regional brand.
The episode serves as a roadmap, highlighting common potholes on the path to national success. They begin with the critical decision of 'Where to Play,' underscoring the importance of starting local and dreaming big. But it's not all rosy; the duo doesn't shy away from discussing the sticky issue of 'Dare to Explore,' where many brands get comfortable in their regional cocoons.
The conversation gets juicier as they dissect the transition from a 'People Dependent Business' to a 'System Led' approach. Ever heard of the adage 'Too many cooks spoil the broth?' Well, Sharan and Sudeep flip this on its head, revealing why not letting others into the kitchen can stifle growth.
They dig deeper into the 'Fear of the Unknown,' 'Inability to Delegate,' and the often-overlooked aspect of 'Building a Brand' beyond mere transactions. And for the cherry on top, they touch upon 'Succession Planning,' a topic as delicate as it is crucial.
So, if you've ever wondered why that delicious soft drink brand from Tamil Nadu hasn't hit your local supermarket in Mumbai yet, this episode has the answers.
Tune in and find out how to make the leap from being a big fish in a small pond to swimming in the ocean.
Spoiler alert: it's not just about the money, but the mindset.
As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net. We love hearing from you.
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CREDITS
- Album Art & Design by ting.in
- Voiceovers by Anjale Stephanos
- Audio Edit by Janhavi Pethkar
- Music from Zapsplat.com
72) Future Proofing Marketing Careers
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In this high-stakes episode, our dynamic duo, Sharan and Sudeep, dive headfirst into the turbulent waters of AI and its impact on marketing careers. Yes, the AI threat is not just knocking; it's barging in!
As seasoned marketers, we've seen our fair share of changes, but nothing quite like this. A decade ago, we might have shrugged off the idea of AI taking over. Today? Not so much. The episode peels back the layers on why, especially if you're a one-trick pony in the digital marketing circus, it's time to sit up and pay attention.
Remember when Google Ads was all the rage in 2000? Fast forward to now, and big tech giants like Google, Facebook, and Amazon are practically running the show. The key takeaway? If your marketing strategy is all about funnels and social media campaigns, it's time to rethink.
But don't hit the panic button just yet! Amidst this AI takeover, Sharan and Sudeep explore the marketer's secret weapon – deep, almost psychic, consumer empathy. It's about understanding the heartbeats of your consumers, their joys, and pains. Think Asian Paints or Cadbury – brands that don't just sell products but tell stories.
So, how does one master this art? It's all about getting down to the nitty-gritty, spending time with consumers, and building lasting relationships.
This episode is not just a wake-up call; it's a playbook on staying relevant, creative, and ahead of the AI curve. Tune in to discover how to keep your marketing career not just afloat, but sailing smoothly into the future.
As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net. We love hearing from you.
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CREDITS
- Album Art & Design by ting.in
- Voiceovers by Anjale Stephanos
- Audio Edit by [Janhavi Pethkar
- Music from [Zapsplat.com
71) Marketing Side of Sales (Part -3) - Merchandising
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In the third and final instalment of ‘Marketing Side of Sales’, Sharan & Sudeep delve into the intriguing aspect of Merchandising in General Trade. After unpacking the 5S of shopper marketing in modern trade, our hosts shift focus to the traditional trade landscape.
Is General Trade a different beast? They dissect each step of the sales funnel in GT, from category placement to brand visibility, and examine how elements like Spot and Show Interest play pivotal roles in a shopper’s journey.
With a keen eye on how Point-of-Buying (POB) communication and product placement can make or break a sale in the blink-and-you-miss-it environment of General Trade, they uncover surprising truths. For instance, did you know that the belief that space in GT is always constrained is more myth than reality?
But wait, there's more! They explore how shopping missions in GT, often perceived as routine or ad hoc, are not always as planned as one might think. With insights on impulse buying behavior and the critical 5 Ps of in-store merchandising, this episode is packed with strategies for emerging FMCG brands.
Sharan & Sudeep also tackle the often overlooked yet crucial aspect of stock weight in shopper behaviour and how it can be leveraged to create a brand block even in the fast-paced world of General Trade.
Tune in to discover why being at eye level isn't just a metaphor but a strategic imperative in General Trade.
This episode is a must-listen for anyone looking to crack the code of merchandising in the ever-evolving landscape of FMCG retail! 🛒🚀
As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net . We love hearing from you.
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70) Marketing Side of Sales (Part -2) - Shopper Marketing
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In the 2nd of Marketing Side of Sales, Sharan and Sudeep delve deep into the difference between shoppers, consumers, and customers.
They pose an intriguing question: What really separates a shopper from a consumer or a customer? It's not just semantics; it's the key to unlocking the shopper's mind.
Then, they dive into the art of getting your product off the shelf and into shopping carts. It's not just about what you're selling, but where and how you're selling it. Product placement and location-specific communication aren't just buzzwords; they're the secret sauce to shopper seduction.
But wait, there's more! Ever heard of the 5S of Shopper Marketing? Sharan and Sudeep break it down from 'See' to 'Select.' It’s like a first date for your product – making the right first impression is crucial.
And for those who think shopping is always planned – think again. Our hosts discuss the wild world of impulse buys versus planned purchases. Why do we sometimes throw caution (and our shopping list) to the wind?
Stay tuned for a little teaser about Part 3 – Merchandising. It’s like the cliffhanger at the end of your favorite TV show, but better because it's about brand building.
So, if you're curious to know the difference between a shopper picking a toothbrush and a chocolate bar, tune in. Like they always say, "It's not just business, it's the business of brands."
As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net. We love hearing from you.
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69) Marketing Side of Sales (Part -1) - Retail Classification
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In this 2-part CoBB | Conversations on the Business of Brands, Sharan and Sudeep dive into the often-overlooked intricacies of brand understanding and marketing thinking required on the distribution side of things in a consumer business. retail store classification in the FMCG industry.
In this episode, they dive into Retail Classification.
Our hosts expose a common pitfall many mid-sized companies encounter: the arbitrary categorization of retail stores into A, B, and C types without a clear, standardized approach. This haphazard method can leave sales teams meandering, with products misplaced as comically as toothpaste in a stationery store!
Drawing on their insightful experiences from Cadbury, they unravel the importance of a well-defined retail classification system. From 'Stand Alone Supermarkets' to 'Paan Stores', they discuss how a tailored approach to store categorization can significantly streamline distribution and enhance product visibility at the crucial 'moment of truth'—the point of purchase.
The episode also highlights real-life examples, such as a biscuit company's stagnation despite innovative efforts, solved by reevaluating their retail store classification. Sharan and Sudeep dissect the evolution of retail classification, offering invaluable lessons for FMCG businesses aiming to refine their distribution strategies.
Don't miss the teaser for Part 2, where they will delve into the fascinating world of shopper marketing. Tune in to this episode for practical insights that could redefine how you view retail classification and its impact on your brand's success in the market.
As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net. We love hearing from you.
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68) Impact of the AI on Marketers
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In today's episode of CoBB, Sharan & Sudeep dive into the digital age's hottest topic. Strap in as they unravel how AI is revolutionizing the marketing landscape, making waves with its potential to amplify creativity and efficiency, and shaking up the very nature of marketing jobs.
They kick off with a thought-provoking look at AI's dual-edged sword: its boundless possibilities and the perceived threat to traditional jobs. Imagine a world where marketers can experiment without limits, where creativity is not just a skill but a superpower enhanced by AI. They delve into how AI is pushing marketers to evolve from mere number crunchers to strategic thinkers, ensuring every move is both efficient and effective.
AI has the ability to redefine how we understand customer engagement. But, marketers are advised to watch out not to overdo it too.
Then, brace for a reality check. The real threats aren't job losses, but complacency and reluctance to embrace AI. They argue against the misconception of AI as a one-stop replacement for agencies and stress the importance of building AI capabilities within teams.
Wrapping up, our hosts shine a light on the underdog: small businesses. Can AI level the playing field against bigger players? Tune in to this intriguing episode where our hosts demystify AI's role in marketing, urging marketers to adapt, evolve, and thrive in an AI-dominated world.
As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net We love hearing from you.
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67) Get Started on Your Distribution Journey
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In this episode, Sharan and Sudeep dive into a crucial topic for emerging FMCG businesses : How to get started on your distribution journey. The duo acknowledges the challenges D2C businesses face in terms of scale, margins, and profits, and present a ridiculously simple approach to kickstart General Trade (GT) distribution.
The strategy begins with an interesting move – start local. Take your products to nearby retail stores, offering them 100% of the sales to test the waters and gauge your product's appeal. Blend in with the store's team, observe shopper behaviour, and tweak your message to drive sales without resorting to discounts.
The hosts emphasise the importance of talking to shoppers, understanding why they choose competitor brands, and being open to evolving your message, packaging, or product itself. They encourage entrepreneurs to handle distribution themselves initially, skipping middlemen to make decisions based on first-hand experience.
After navigating this process in about 40 local stores, leverage the gathered data to approach distributors with confidence. The episode's actionable steps, infused with the hosts' trademark simplicity and clarity, promise to demystify the intimidating realm of GT distribution for aspiring FMCG businesses.
Remember this: Simple does not mean its easy. Building distribution is hard. Bloody hard, but its definitely worth it.
Tune in to discover a practical roadmap for accelerating your business through effective distribution.
As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net. We love hearing from you.
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66) How To Craft a Brand Story
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In this episode of CoBB | Conversations on the Business of Brands, Sharan and Sudeep dive into the art of crafting a brand story that resonates and sticks in the minds of consumers. They delve into the essential elements that make a brand memorable and meaningful in the cluttered world of consumer choices.
The hosts emphasize the importance of finding a role for your brand in consumers' lives, drawing parallels with iconic brands like Mentos, Eclairs, and MDH.
They break down the process of identifying tensions in consumers' lives, exploring scenarios where individuals want to do something, but obstacles hinder them, or they aspire to feel a certain way but face challenges. The revelation of these tensions forms the foundation for crafting a compelling brand story.
Listeners will discover the crucial steps in communicating the identified role to consumers through storytelling. The episode unfolds with insightful examples from brands like Harpic, Surf, and 5 Star, dissecting the context, setup, and resolution of tensions within their stories. Sharan and Sudeep also highlight key elements of compelling storytelling, including authenticity, memorability, a worthy resolution offering hope, and the ability to evoke a range of emotions.
Tune in to this episode to gain invaluable insights into the art of crafting a brand story that not only captures attention but becomes an integral part of consumers' narratives. It's a journey through the intricacies of brand storytelling, presented with the signature blend of authority, simplicity, and a touch of their quintessential humour.
As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net We love hearing from you.
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65) Sales Tales: The Ethical Dilemma of Action Vs Impact
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In this episode, Sharan and Sudeep dive into the often-overlooked realm of sales, exploring its pivotal role in building remarkable brands.
The hosts kick off by highlighting the significant role sales plays in revenue generation, emphasising that no brand can thrive without a robust sales function. Sharan recounts a recent LinkedIn post that sparked varied reactions, setting the stage for an engaging discussion on ethical dilemmas faced in the sales arena.
As Sudeep shares his own experience, the hosts draw attention to the scarcity of sales case studies compared to their marketing counterparts, attributing it to the unique nature of each sales situation. The episode unfolds as a journey through their respective sales stints, revealing valuable lessons learned and emphasising the symbiotic relationship between sales and marketing.
Sales Tales will be a series, on CoBB, of stories and experiences that underscore how every sales challenge becomes an opportunity for collaboration between the two crucial functions, ultimately driving business success.
They sign-off with a special invitation to you, the listeners, to pitch in and join in as a guest on the show.
Tune in for a candid exploration of the ethical complexities faced in the pursuit of sales in the Business of Brands.
As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net. We love hearing from you.
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64) #PoliceWaliPublic - Interview with Sunchika Pandey
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In this captivating, hosts Sharan and Sudeep sit down with the remarkable Sunchika Pandey, the founder of HAT media. Known for making Mumbai Police approachable on social media, Sunchika shares insights into her fascinating journey from being a crime reporter to shaping the online persona of one of India's largest police forces.
The episode kicks off with a deep dive into Mumbai Police's branding journey, exploring the initial objectives, strategies, and the evolution over time. The hosts probe into the proposed brand personality, its pros and cons, and draw comparisons with other public service entities doing an exceptional job.
Navigating through the complexities of working with governmental organizations, Sunchika sheds light on her experiences dealing with political interference, brand image crises, and the processes she implemented to maintain consistency in personality and messaging.
As the conversation shifts to the impact of COVID-19 on her role, listeners get an insider's view of Sunchika's hectic yet purposeful days. The episode also unveils personal stories, from Sunchika's adventurous spirit to her journey from Ranchi to Mumbai.
Delving into journalism, the hosts explore Sunchika's why and the fascination for crime reporting, sharing intriguing anecdotes from her most interesting assignments. Transitioning to the realm of brand building, Sunchika divulges her approach to working with clients, defining online reputation management, and recounting her biggest brand turnaround.
The episode concludes with insights into entrepreneurship, as Sunchika details the inception of HAT media, its rapid growth, and the criteria for joining her dynamic team. The hosts leave listeners eagerly anticipating Sunchika's next exciting assignment.
Tune in for a riveting conversation that demystifies the world of social storytelling, brand building, and entrepreneurship, all served with simplicity, and a touch of humor. This is one episode you won't want to miss!
As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net. We love hearing from you.
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63) Nurturing Your Marketing Career
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In this episode, Sharan and Sudeep dive into the frenetic race of young marketers looking to fast-track their careers—a move that might not always be the key to unlocking marketing mastery.
Sudeep provocatively dissects the common trend of marketers hastily transitioning to sales or business roles for speedy designation growth. He argues that true marketing prowess blossoms through completing learning cycles. These cycles, from ideation to execution to impact to learning for improvement, are the true markers of marketing evolution.
They discuss how in sectors like e-commerce or media, marketers might sprint through multiple learning cycles in just two years. However, in traditional setups, the journey to mastering product lifecycle management and branding takes a more deliberate 3-4 years.
They humorously navigate the initial years' tasks—grappling with product life stages, deciphering growth levers, and mastering the delicate dance of tactical tasks. The conversation moves progressively into, focusing on understanding the synergy between tactical and strategic tasks, creating lasting impact, and embracing immeasurable learning.
The episode provocatively challenges the impulsive urge to jump roles, emphasizing the pivotal choice between immediate career progression and building deeper marketing expertise.
Sharan and Sudeep share insights on shaping one's path, urging listeners to decide based on passion, security, and seeking mentorship from those who've tread a similar journey.
Tune in for a candid exploration of the delicate art of choosing between the fast lane and the path less traveled in the dynamic world of marketing careers. It's not just about speed; it's about mastering the marketing career marathon.
Enjoy!
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62) Shoestring Marketing
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Welcome to the latest episode of CoBB | Conversations on the Business of Brands!
Today, Sharan & Sudeep tackle a challenge that many face: "Marketing on a Shoestring Budget."
In a world where building a brand is often associated with deep pockets, they debunk that myth. They show you how to focus your efforts, even on a limited budget.
They dive into the common financial constraints that businesses encounter, from unit economics to platform margins. Discover the key to planning your budget effectively and ensuring a 6-month runway.
One game-changing strategy we discuss is the power of niche marketing. Forget the big audience and focus on solving the problems of a specific group. It's not just cost-effective; it's a smart approach that Atomberg and Canva mastered.
Learn about low-cost marketing strategies, creating engaging content, and building a community. We'll reveal how to leverage AI to your advantage, making it a must-have for any business.
Collaborations and partnerships can be your secret weapon. We share success stories and the rules to follow.
And don't forget the art of "Jugaad" - those ingenious, innovative ways to go viral and make a splash in the market.
Listen in to uncover these savvy techniques for shoestring marketing and learn how to build your brand without breaking the bank.
It's a journey that's all about being smart, strategic, and having fun along the way.
Enjoy!
As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net. We love hearing from you.
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61) Marketing To Influencers
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Welcome back to another exciting episode of CoBB | Conversations on the Business of Brands, with Sharan and Sudeep! Today, we're delving into the fascinating world of marketing to influencers. You read that right. Not Influencer marketing, but marketing TO influencers and you're in for a treat.
In this episode, they unravel the intriguing dynamics of influencers in the business world. From contractors to doctors, we explore how you have the power to choose your influencers and, most importantly, why you should. Discover the immediate returns and amplified impact on your marketing efforts as we discuss the art of influencing the funnel.
But that's not all. Sudeep also unveils the secrets of building sustained loyalty that goes beyond campaign-to-campaign strategies. It may not bring immediate rewards, but as he reveals with examples like Cadbury Celebrations, it's the time to embrace hyper-personalization.
With brands like HUL, Pidilite, and Asian Paints leading the way, we explore the concept of hyper-empathy and how it's crucial in this age of cross-category competition. As we dive into the Fevicol story, you'll understand why empathizing better can be a game-changer.
In a world where businesses are vying for attention and consumer loyalty, we provide you with the key takeaways to succeed. Choose your influencers wisely, test your choices with short-term campaigns, and invest in hyper-empathy for the long term.
This episode is packed with insights, real-world examples, and actionable advice.
Listen in as our hosts walk us through how we should market TO influencers.
You don't want to miss this!
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60) How To Be A Lazy Marketer
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Welcome to the latest episode of CoBB | Conversations on the Business of Brands!
In this intriguing new episode, Sharan and Sudeep, explore a provocative concept: "How To Be A Lazy Marketer."
Do you ever wonder if doing less could lead to more effective marketing? Listen in as they reveal the art of simplifying your approach, from saying 'No' to the endless stream of new trends to mastering the basics and even passing on the work. It's about working smarter, not harder.
Discover why creating new ads isn't always the answer and why speaking directly to consumers can be a game-changer. Plus, we'll dive into the significance of working on something you believe in and how it can impact your performance and happiness.
If you're ready to uncover the secrets of streamlined marketing, this episode is a must-listen. Get ready to rethink your approach to branding and marketing. Don't miss it
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59) 5 Mistakes of My Marketing Career
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In this episode, Sharan’s had enough of case studies, models and opinions fro Sudeep. He gets Sudeep to talk about some of his mistakes in his life as a marketer.
What ensues is a fun and insightful exchange of stories from each other’s career.
Sudeep lists 5 specific mistakes he made in his career, how he was called out and more importantly what he learnt from making those mistakes.
‘Acting’ busy, Trying to do everything on your own, Not building sponsors, Getting carried away by a creative execution, and actually resigning from a job without too much thought.
Sudeep goes on to share a a bonus reality check he got back in 2014, that he continues to remember.
Recalling each incident, hosts point out the cause of the mistake, and what they took away as learning.
The intention of the episode is to showcase common pitfalls one can encounter in their marketing career and how to avoid hem. and learn from this episode to avoid them.
The hosts encourage you to find newer mistakes to make so you can learn even more.
Listen in for some sparkling career advice to all marketers.
Enjoy!
As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net. We love hearing from you.
NOTES:
The Catalyst by Chandramouli Venkatesan
Cadbury Gems Raho Umarless TVC
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58) Build Your Own Super Brand - BYOSB
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In this episode, Sharan & Sudeep delve into the essential strategies and decisions you need to make as an entrepreneur to build a lasting brand for your business.
Have you ever wondered why some businesses seem to effortlessly stand out from the competition while others struggle to gain traction? Sharan and Sudeep tell us that building a brand is not an afterthought; it should start right from the inception of your business. In this episode, they debunk common myths about brand building, including the misconception that it's expensive or something to consider later down the road.
Instead, they provide a practical roadmap for aspiring entrepreneurs, outlining five crucial decisions that can set your business on the path to becoming a super brand. These decisions cover understanding your market, identifying your target audience, crafting a unique positioning, defining your brand's personality, and creating a solid messaging framework.
Join us as our hosts share their insights and expertise on why these decisions matter and how they can save you time and resources in the long run. Whether you're a startup founder or an established business owner looking to strengthen your brand, this episode is packed with actionable advice that can transform your approach to brand building.
Don't miss out on this opportunity to learn how to Build Your Own Super Brand - BYOSB.
A PDF of the frameworks that Sharan uses in his actual Brand workshops is here just for you.
Enjoy!
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57) Is it True or just Marketing?
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Today, we're diving headfirst into a topic that often feels like a paradox: ethical marketing. In this episode, we look to unravel the conundrum surrounding ethics and marketing, proving that they're not as distant as they may seem.
Sharan & Sudeep begin by challenging the common perception that ethics and marketing don't belong in the same sentence. Ethical marketing isn't just about avoiding deceptive tactics; it's about so much more. They break down the concept into 4-5 crucial facets that every marketer should consider.
Sudeep explores the revolutionary idea that consumers, not companies, foot the bill for marketing. It's about doing only what's necessary and using the rest to enhance consumer value. Discover why your product or service is your most potent marketing tool and how to maximise consumer value while maintaining transparency.
They delve into the importance of truthful claims, transparency, and avoiding marketing to vulnerable groups. But that's not all; we also discuss what marketers can do to uphold ethical standards, from knowing your consumers intimately to understanding the nitty-gritty of your products and services.
Listen in to this inquisitive conversation as Sharan & Sudeep share their knowledge and insights to navigating the complex realm of ethical marketing. They show you how to approach it as if you were marketing to your own family. Ready to unravel the truth behind marketing?
Enjoy!
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- Audio Edit by Janhavi Pethkar
- Music from Zapsplat.com
56) A Brand Whisperer’s Handbook For Designers - Interview with Jos Harrison
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In this episode of CoBB | Conversations on the Business of Brands, hosts Sharan and Sudeep engage in a captivating dialogue with Jos Harrison, the global head of Design & Brand Experience at Reckitt.
Jos's career has been a testament to the power of design, a word that has remained consistent throughout his various roles. He enlightens us on the profound role of a designer, emphasizing that it's not about sketching and artistry but all creative problem-solving.
Discover how design is a cornerstone in brand building and how it differs in in-house and agency settings. Jos shares guiding design principles and provides real-world examples of design's transformative impact on brands. Uncover the challenges of crafting ideal design strategies, especially in the digital age and post-pandemic landscape.
Learn how collaboration with various departments ensures brand cohesion and the crucial art of creating a compelling design brief. Dive into the future with insights on emerging design trends and technology, pondering the relationship between designers and AI.
Jos imparts wisdom on team leadership and offers invaluable advice to budding designers and marketers. His career lessons serve as a guiding light in this rich and inspiring episode.
Join us for an exploration of design's intricate role in the business of brands, promising insights that transcend the realm of design enthusiasts.
Enjoy!
As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net. We love hearing from you.
https://cobbcast.net/SHOW WEBSITE
CONNECT WITH OUR HOSTS
Sudeep Chawla - Linkedin
Sharavana Raghavan - Linkedin
CREDITS
- Album Art & Design by ting.in
- Voiceovers by Anjale Stephanos
- Audio Edit by Janhavi Pethkar
- Music from Zapsplat.com
55) VC Vs Marketer’s Model of Brand Building (free ROI Template)
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This week, Sharan & Sudeep dive deep into a fascinating topic that's been creating quite a buzz in the world of marketing – "VC Vs Marketer’s Model of Brand Building."
In a landscape dominated by performance marketing, where every click and conversion is meticulously tracked, we're witnessing a shift that's leaving marketers with some tough questions. Is performance marketing the be-all and end-all, or has it started overshadowing the age-old art of brand building?
We unravel this tension between performance marketing and brand building, exploring how marketers are grappling with the catch-22 extremism of focusing on short-term revenue versus long-term brand value. Is it really an either-or scenario, or can these two approaches coexist harmoniously?
Join in as our hosts debunk some common myths about performance marketing, share real-world examples that showcase the delicate balance between brand building and performance marketing, and unveil a solution that could bridge the gap between the two.
Discover how to create brand metrics that matter, measure brand equity's impact on financial results, and align performance marketing with your larger brand strategy. Plus, we'll dive into the reevaluation of performance marketing ROI and leave you with three key takeaways that could reshape your approach to building and growing brands.
So, whether you're a seasoned marketer or a curious listener, this episode promises to ignite your passion for the ever-evolving world of brand building and performance marketing. Tune in now and gain insights that could redefine your brand's journey to success.
Make sure you download the ROI Template here.
Enjoy!
As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net. We love hearing from you.
CONNECT WITH OUR HOSTS
Sudeep Chawla - Linkedin
Sharavana Raghavan - Linkedin
CREDITS
- Album Art & Design by ting.in
- Voiceovers by Anjale Stephanos
- Edited by Janhavi Pethkar
- Music from Zapsplat.com
54) Outsourcing Vs Insourcing Marketing
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Welcome to CoBB | Conversations on the Business of Brands.
In this episode, Sharan interviews Sudeep on a topic that perplexes many marketers – "Marketing Outsourcing Vs Insourcing."In the ever-evolving world of marketing, navigating the decision to outsource or insource can be like walking a tightrope.
It's not just about saving costs; it's about preserving your core competency and seizing opportunities. They discuss how to strike that balance.
Sudeep begins by dissecting the marketing process itself. From consumer insights to crafting the perfect messaging, and breaks it down step by step.
For a traditional FMCG company, certain steps are best kept in-house, while others thrive in the hands of agency partners. But with the rise of e-commerce, the game has changed.
He’s shares how e-commerce companies are taking control of critical steps, from channel selection to messaging, and even creative production. Is this the way forward, or does it come with hidden costs?
Don't miss the insights into the often-overlooked challenges of insourcing. Plus, they reveal a golden principle: always evaluate what's core to your brand and eliminate what's draining. And, regardless of your industry, never outsource the brand thinking entirely.
Listen in as our hosts navigate the intricate world of marketing outsourcing and insourcing, revealing the strategies that can take your brand to the next level. Enjoy!
As always, do mail us your feedback, comments, and any questions you may have for our hosts at mail@cobbcast.net. We love hearing from you.
CONNECT WITH OUR HOSTS
Sudeep Chawla - Linkedin
Sharavana Raghavan - Linkedin
CREDITS
Album Art & Design by ting.in
Voiceovers by Anjale Stephanos
Edited by Janhavi Pethkar
- Music from Zapsplat.com
53) Magic of the first P
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Welcome back to another exciting episode of CoBB | Conversations on the Business of Brands!
Philip Kotler gave all Marketers the 4Ps and people have added to it liberally, taking it even up to 9Ps 🙂.
In today’s episode, Sharan & Sudeep discuss the first, and arguably the most important P - Product.
We come across a lot of small business owners who leverage their product to gain a competitive advantage. And no, we’re not talking about product differentiation here. Nor are we discussing distinctiveness as is the fashion these days.
We’re talking about how the product coupled with exceptional service can give a business a competitive edge.
Service here can be mistaken for customer service. If you’re selling a singular physical product whats the service orientation there?
The hosts walks us through having a service mentality to deliver a superlative customer or consumer experience.
It is about understanding the customer journey and ensuring that every touch point is moment of true delight.
Whether you’re in the product business or service business, you are truly in the experience business. When you deliver a superlative experience is when you position your business for success.
Listen in to this episode for this and more. As usual, the episode is loaded with present day examples, for better understanding.
Enjoy!
As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net. We love hearing from you.
CONNECT WITH OUR HOSTS
Sudeep Chawla - Linkedin
Sharavana Raghavan - Linkedin
CREDITS
- Album Art & Design by ting.in
- Voiceovers by Anjale Stephanos
- Edited by Janhavi Pethkar
- Music from Zapsplat.com
52) Under the D2C Rainbow
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Welcome back to another exciting episode of CoBB | Conversations on the Business of Brands!
A couple of episodes ago, Sharan and Sudeep had presented the [6 stages of an FMCG business](https://cobbcast.net/episode/49-kyunki-fortune-500-bhi-kabhi-start-up-thi).
As detailed as it was, many of you wrote in asking where the D2C FMCG businesses would figure in the 6 stages.
Short Answer: They don’t.
Medium Answer:
The core essence of an FMCG business is the width and depth of distribution a Brand can get. This is the traditional moat of the established players. In fact, building distribution is what engulfs these businesses in Stage 2 of their evolution: The Long Chew.
There are businesses that never leave here, for not having built a strong enough Brand to accelerate growth.
The D2C Brands, have tried to circumvent this stage - jumping straight from Concept to Acceleration - by leaning the eCom platforms.
Can the D2C Brands succeed in this endeavour?
Will they manage to breach the traditional FMCG moat with eCom optimization?
At the end of the D2C rainbow, will we find pots of gold or be jumped by the leprechauns?
Grab your headphones and listen in to this exciting episode to find out more.
As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net. We love hearing from you.
6 Stages of FMCG Business Evolution - Graph
CONNECT WITH OUR HOSTS
Sudeep Chawla - https://www.linkedin.com/in/sudeepchawla/
Sharavana Raghavan - https://www.linkedin.com/in/sharavana-raghavan/
CREDITS
- Album Art & Design by ting.in
- Voiceovers by Anjale Stephanos
- Edited by Janhavi Pethkar
- Music from Zapsplat.com
51) Chronicles of a Marketing Marathoner - Interview with Anil Viswanathan (Part -2)
50) Chronicles of a Marketing Marathoner - Interview with Anil Viswanathan (Part -1)
Welcome to the 50th episode of CoBB: Conversations on the Business of Brands!
In this milestone episode, we're thrilled to bring you an exceptional conversation with a marketing maven who has left an indelible mark on the industry and also the careers of our hosts. Join Sharan and Sudeep as they dive deep into the world of marketing, transformation, and personal inspiration with none other than Mr. Anil Viswanathan, the Managing Director of Mondelez Vietnam and former CMO of Mondelez India.
In the episode, Anil presents unparalleled clarity to the table, even to pointed questions about sugar-loaded snacks. Delve into his candid insights on healthy snacking, consumer behaviour, and the power of choices in shaping brand narratives.
Anil has spent over 23 years in the company he joined, but the organisation has changed from Cadbury to Kraft to Mondelez. We explore this dynamic journey of a thoroughbred marketer who shares intriguing anecdotes from his career, including the launch of new products during the COVID lockdown and the audacious move of introducing Oreo biscuits in India, as a chocolate company.
Beyond marketing, Anil is a passionate marathoner who has inspired many in the Cadbury family to take up running. Discover how his love for running serves as a form of meditation and exploration, allowing him to connect with new cities, people and clear his mind. Find out how this passion for running, turns it into a metaphor for endurance in both personal and professional realms.
This special episode, is a rich tapestry of insights, anecdotes, and wisdom.
Join us for an enriching conversation that captures the essence of marketing, transformation, and the power of personal pursuits. Whether you're a marketer, a business enthusiast, or simply someone seeking inspiration, this episode is a must-listen!
This is just the first half of the conversation. Stay tuned for part-2 next week.
Thank you for being a part of our CoBB community. Here's to 50 episodes of insightful conversations and many more to come!
Please tell us what topics you'd like to have discussed on the CoBB, by filling in this CONTENT SUGGESTION FORM
It only takes a few minutes, and it will help us provide you with the content most relevant to you.
As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net. We love hearing from you.
CONNECT WITH OUR HOSTS
Sudeep Chawla - Linkedin
Sharavana Raghavan - Linkedin
CREDITS
- Album Art & Design by ting.in
- Voiceovers by Anjale Stephanos
- Audio Edit by Janhavi Pethkar
- Video Edit by Jayesh
- Music from Zapsplat.com
49) Kyunki Fortune 500 Bhi Kabhi Start-up Thi
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Welcome back to another exciting episode of CoBB | Conversations on the Business of Brands!
In today's episode, our hosts Sharan and Sudeep embark on a riveting journey through the dynamic and ever-evolving realm of Fast-Moving Consumer Goods (FMCG) or Consumer Packaged Goods (CPG) industry.
Despite being among the oldest industries, FMCG continues to evolve rapidly, with low entry and exit barriers, often fostering intense competition. Businesses often handle too many priorities and changes simultaneously, resulting in high-stress situations, with little business impact.
Sharan believes that in reality, FMCG businesses are a lot more predictable than perceived. There are certain priorities and obstacles come along at a specific cadence of growth. Understanding these stages helps prioritise and focus on specific agenda, taking proactive action and accelerate growth.
Join Sudeep as he interviews Sharan, leveraging his vast experience working with and advising FMCG businesses of all sizes. Together, they provide a roadmap for businesses to identify where they stand in their evolutionary journey, and more importantly, how to pave their way towards greater success.
A peek into the 6 stages:
1. Start-up: The birth of a dream.
2. The Long Chew: Weathering the early storms.
3. Acceleration: Gaining momentum and scaling.
4. House of Brands: Diversification and expansion.
5. Multi-Nationals: Crossing borders and cultures.
6. Fortune 500: Scaling the pinnacle of success.
The magic of these stages lies in their adaptability. Discover why it's not just about ticking off the years, but about embracing the right strategies to transition smoothly from one stage to another.
Tune in and gain insights that transcend time, because when it comes to FMCG, it's not just about the products on the shelves – it's about mastering the art of evolution.
So grab your headphones, hit play, and get ready to unlock the secrets of the 6 stages of an FMCG business, in the latest episode of CoBB | Conversations on the Business of Brands.
As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net. We love hearing from you.
6 Stages of FMCG Business Evolution - Graph
CONNECT WITH OUR HOSTS
Sudeep Chawla - Linkedin
Sharavana Raghavan - Linkedin
CREDITS
- Album Art & Design by ting.in
- Voiceovers by Anjale Stephanos
- Edited by Janhavi Pethkar
- Music from Zapsplat.com
48) A Marketer’s Survival Guide to Bozocity
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When starting your marketing career, especially after a sales stint, it's typical for anyone to feel out of place. A lot of marketers, make-up for this by over doing the mundane to demonstrate business. This is often leads to a vicious circle of lowly maintenance work and the marketers garner the reputation of being just about adequate, without ever developing strong marketing skills. Extended over a few more marketers this habit breeds groups of bozos, and is pretty easy for young marketers to get caught in bozocity.
Sharan interviews Sudeep on this episode of CoBB, about what young marketers must do to not just survive, but thrive in bozo city. Both hosts delve into their own careers, without claiming to have aced it, to explain the zones of activity for a new marketer. They also explain on one can earn credibility and build-up the power to influence key Brand decisions, to eventually become a marketing leader in ones own right.
If you're a marketer or even thinking of a career in marketing, this episode is a must listen.
As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net. We love hearing from you.
Reference Episode:
20) 5 Qualities of a Great Marketer
CREDITS
- Album Art & Design by ting.in
- Voiceovers by Anjale Stephanos
- Edited by Janhavi Pethkar
- Music from Zapsplat.com
47) Communicate Like A TED Speaker
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Checkout Sudeep's TedX talk - Everybody Should Be a Marketer
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Welcome back to CoBB | Conversations on the Business of Brands! In our latest episode, we have an exciting episode that will leave you inspired and motivated to take your communication skills to the next level.
Sudeep recently had the chance to speak at a TEDx conference. In this episode, Sharan gets him to spill the beans on how that came about. Sudeep shares his captivating experience as a TED speaker. Discover the invaluable lessons he learned throughout the process. But that's not all; Sudeep also reveals a surprise for our listeners, where he eludes to every episode of CoBB being a TED Talk in itself. We agree :-)
As the discussion unfolds, we delve into a fundamental truth: that each one of us is a marketer, because we buy and sell convictions on a daily basis. Listen in as Sudeep unravels the essence of effective communication and why it's crucial to consider both the context and content of our messages. Whether you're a business professional, a student, or simply passionate about improving your communication skills, this episode offers invaluable insights for success.
Intriguingly, Sudeep shares his perspective on the responsibility that lies on the initiator of communication. Explore how we can navigate the evolving landscape of communication by embracing change and adapting our strategies.
Tune in to this thought-provoking episode and unlock the power of communication. Whether you're an aspiring TED speaker, a marketer, or simply looking to enhance your communication skills, this episode is a must-listen. Get ready to engage, learn, and be inspired as we embark on a journey to master the art of effective communication.
Do send your feedback and questions to mail@cobbcast.net
CREDITS
- Album Art & Design by ting.in of the Black & Yellow show
- Voiceovers by Anjale Stephanos
- Edited by Janhavi Pethkar
- Music from Zapsplat.com
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46) 5 Things Large Cos can learn from Small Cos
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Uncover the secrets of success as we explore how established companies can learn from emerging businesses in the latest episode of CoBB | Conversations on the Business of Brands. While the focus is often on how emerging businesses should emulate the established players, this episode flips the script and highlights the valuable lessons that established companies can glean from their agile counterparts.
Join hosts Sharan and Sudeep as they dive into key areas where established companies can improve their practices. Discover the importance of empowering teams and fostering cross-functional collaboration to enhance decision-making processes. Learn how culture building can set the right expectations, boost employee ownership, and reduce stress within large organisations.
Explore the significance of embracing calculated risk-taking and treating failures as valuable learning experiences. Understand how fostering a culture of innovation can drive breakthroughs, and why large companies should strive to be more prolific than perfect. Additionally, discover the transformative power of technology adoption in driving efficiency, innovation, and staying ahead of the competition.
Don't miss this insightful episode where our hosts share actionable strategies and thought-provoking insights that will inspire both emerging and established businesses.
Tune in now to CoBB and gain a fresh perspective on business practices that can elevate your brand to new heights.
Do send your feedback and questions to mail@cobbcast.net
CREDITS
- Album Art & Design by ting.in of the Black & Yellow show
- Voiceovers by Anjale Stephanos
- Edited by Janhavi Pethkar
- Music from Zapsplat.com
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45) The Dumbs & Smarts of a Marketer
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In this CoBB episode, Sharan and Sudeep discuss marketing and selling convictions. They emphasize the importance of sounding dumb in front of consumers to appear genuine and insightful in the marketing world.
They suggest developing telepathic empathy with consumers and asking basic questions to truly understand them. In the Indian context, starting with basic questions is crucial to obtain unbiased insights.
They stress the need for marketers to embrace sounding dumb and highlight that even children question marketers without fundamental knowledge. Marketers can create a foundation to sound smart by aligning consumer information with core human insights, brand purpose, and proposition.
Confidence is key in selling convictions. The hosts share examples from their experiences with kids and teens.
Join Sharan and Sudeep on CoBB to explore genuine curiosity and challenging the obvious in building and selling convictions. Tune in for insightful discussions on the business of Brands.
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CREDITS
- Album Art & Design by ting.in of the Black & Yellow show
- Voiceovers by Anjale Stephanos
- Edited by Janhavi Pethkar
- Music from Zapsplat.com
44) The Elusive Art of Brand Extensions
In today's discussion, Sharan & Sudeep tackle a topic that seems deceptively simple yet proves to be a formidable task, even for the largest companies: Brand Extensions.
The discussion begins with an intriguing case study juxtaposing Veet hair remover cream with the fairness cream category. Both used heavily by men, but when the brands launched a male specific sub-brand, one boomed and the other bombed. This stark contrast piques the curiosity of our hosts, prompting them to explore the intricacies of brand extensions.
Brand extension, as they uncover, is the process of utilizing the equity of an established brand to introduce a new product in another category or sub-category. It allows businesses to leverage the existing brand equity, avoiding the need to start from scratch and benefiting from the groundwork that has already been laid.
However, what is it about brand extensions that even the largest companies find so challenging? The discussion unveils the key factors that contribute to this vulnerability. From the importance of transferrable brand equity, complementary products to avoid cannibalization, and the competence to deliver on the brand promise, to the necessity of effective communication despite assuming automatic equity transference, Sharan and Sudeep navigate the complexities involved.
Sudeep also shares a compelling real-life experience of the options considered and decisions made at Mondelez India, before picking Cadbury Gems to combat Ferrero’s Kinder Joy.
From success stories and cautionary tales, this episode is loaded with examples like Cadbury Eclairs, Lysol, Harpic, Good Knight, Nupur Henna, and even Michelin tyres extending to Restaurant Ratings, to unravel the valuable lessons.
Listen in as we uncover the nuances of Brand extensions and dig into why they can be simple yet difficult to get right, even for the most prominent companies in the industry.
Do send your feedback and questions to mail@cobbcast.net
CREDITS
- Album Art & Design by ting.in of the Black & Yellow show
- Voiceovers by Anjale Stephanos
- Edited by Janhavi Pethkar
- Music from Zapsplat.com
43) Adventures of a Product Maverick (Video)
In this episode of CoBB, we have Lijo Isac, a complete maverick. After his MBA, unlike most of his peers, he shunned the top jobs t go work fo new age internet companies. About 17 years later, Lijo has worked on Consumer Tech brands that have touched almost every Indian’s life. He has worked on brands like Rediff.com, Practo, Paytm, and now Byju’s. As if to top it all off, he is also an Angel Investor encouraging entrepreneurs to pursue opportunities beyond their wildest dreams.
Sharan & Sudeep speak to Lijo on his unconventional career path, to take us on a captivating journey, walking us through the pivotal moments that shaped his professional trajectory. From highly technology-led roles to transitioning into marketing, Lijo reflects on the challenges he encountered and the skills he acquired along the way.
Delving into the realm of product marketing, Lijo explains its nuances and dispels the misconception that it is exclusive to the tech industry. He highlights the distinctions between product marketing, traditional marketing, and digital marketing, offering valuable insights into the demands and opportunities of a product management career. Furthermore, Lijo compares product marketing across different sectors such as pharma, edutech, and more, uncovering both the differences and commonalities in his experiences.
Drawing from his expertise as an angel investor, Lijo also shares his wisdom on the world of startup investments. He discusses the importance of mentors and the criteria he considers when deciding which ventures to support. Lijo sheds light on his role as an angel investor and reveals how he manages deal flow while staying up-to-date with the latest trends in the ever-evolving startup ecosystem. Through his own successful investments, he offers valuable insights into the factors that contribute to a startup's triumph.
As the conversation progresses, Lijo offers his advice for aspiring tech marketers and entrepreneurs seeking funding. He shares his vision for the future, exploring how emerging technologies like AI and machine learning will impact product marketing in specific industries such as health tech, fintech, and edtech.
Lijo Isac's diverse career journey and his deep insights into product marketing and angel investing make this episode a must-listen for anyone interested in exploring the unconventional path to marketing awesomeness. Join our hosts as they explore Lijo's experiences and gain valuable takeaways that can guide your own professional endeavours.
To connect with Lijo and learn more about his work, you can visit his LinkedIn profile: Lijo's LinkedIn Profile.
Do send your feedback and questions to mail@cobbcast.net
CREDITS
- Album Art & Design by ting.in of the Black & Yellow show
- Voiceovers by Anjale Stephanos
- Edited by - Jayesh Awtani
- Produced by Janhavi Pethkar
- Music from Zapsplat.com
43) Adventures of a Product Maverick
In this episode of CoBB, we have Lijo Isac, a complete maverick. After his MBA, unlike most of his peers, he shunned the top jobs to go work for new age internet companies. About 17 years later, Lijo has worked on Consumer Tech brands that have touched almost every Indian’s life. He has worked on brands like Rediff.com, Practo, Paytm, and now Byju’s. As if to top it all off, he is also an Angel Investor encouraging entrepreneurs to pursue opportunities beyond their wildest dreams.
Sharan & Sudeep speak to Lijo on his unconventional career path, to take us on a captivating journey, walking us through the pivotal moments that shaped his professional trajectory. From highly technology-led roles to transitioning into marketing, Lijo reflects on the challenges he encountered and the skills he acquired along the way.
Delving into the realm of product marketing, Lijo explains its nuances and dispels the misconception that it is exclusive to the tech industry. He highlights the distinctions between product marketing, traditional marketing, and digital marketing, offering valuable insights into the demands and opportunities of a product management career. Furthermore, Lijo compares product marketing across different sectors such as pharma, edutech, and more, uncovering both the differences and commonalities in his experiences.
Drawing from his expertise as an angel investor, Lijo also shares his wisdom on the world of startup investments. He discusses the importance of mentors and the criteria he considers when deciding which ventures to support. Lijo sheds light on his role as an angel investor and reveals how he manages deal flow while staying up-to-date with the latest trends in the ever-evolving startup ecosystem. Through his own successful investments, he offers valuable insights into the factors that contribute to a startup's triumph.
As the conversation progresses, Lijo offers his advice for aspiring tech marketers and entrepreneurs seeking funding. He shares his vision for the future, exploring how emerging technologies like AI and machine learning will impact product marketing in specific industries such as health tech, fintech, and edtech.
Lijo Isac's diverse career journey and his deep insights into product marketing and angel investing make this episode a must-listen for anyone interested in exploring the unconventional path to marketing awesomeness. Join our hosts as they explore Lijo's experiences and gain valuable takeaways that can guide your own professional endeavours.
To connect with Lijo and learn more about his work, you can visit his LinkedIn profile: Lijo's LinkedIn Profile.
Do send your feedback and questions to mail@cobbcast.net
CREDITS
- Album Art & Design by ting.in of the Black & Yellow show
- Voiceovers by Anjale Stephanos
- Edited by - Jayesh Awtani
- Produced by Janhavi Pethkar
- Music from Zapsplat.com
42) How To Fire Your Agency
Today, we dive into a topic that's often challenging yet necessary in the business world: "How to Fire an Agency." In this episode, Sharan interviews Sudeep to discuss the intricacies of parting ways with an agency that has been your long-standing partner.
Firing an agency can be a difficult decision, given the residual knowledge and relationships built over time. Sharan and Sudeep emphasize the need for a critical and objective approach in such circumstances. They delve into the importance of identifying the criticality of the situation and ensuring that your brand prospects won't suffer. Objectivity is key, and they outline the factors to consider before making the decision.
You can expect a detailed exploration of what constitutes a change in goings on that warrants agency termination. The hosts examine scenarios where the agency's standards may have dropped or when the client's expectations have evolved. Through examples, they highlight the importance of continuous improvement and positive dissatisfaction.
Additionally, the hosts provide practical advice on how to determine if the agency can cope with the required changes. They stress the significance of open discussions with agency leadership, giving them an opportunity to disprove any doubts. Only when reasonably sure should alternative options should be considered, even if it slows down the process.
Join us on this episode as we discover why it's crucial to handle agency terminations with objectivity. The hosts also tackle the question of whether heartburn is inevitable and offer insights into maintaining relationships with the former agency, should opportunities arise. Listen in to gain from real-world experiences, and behind the scenes access, as Sudeep shares how he personally went about terminating the services of his agency and if he could salvage the relationship. This is one engaging conversation. Listen in Now!
Do send your feedback and questions to mail@cobbcast.net
CREDITS
- Album Art & Design by ting.in of the Black & Yellow show
- Voiceovers by Nadir Kanthawala of Pops in a Pod
- Edited by Janhavi Pethkar
- Music from Zapsplat.com
41) Why Do Brands Advertise?
Have you heard of The Spinner? They made headlines just before the pandemic for their eerie ability to brainwash individuals through targeted ads and news feeds. Imagine being able to convince someone to quit smoking or change their behavior using adtech techniques. It's mind-boggling!
This story leads us to the question we're exploring today: why do brands advertise? An intriguing topic that will make you question the motives behind every brand's advertising efforts and make you curios about the purpose of advertising in general and whether it truly impacts sales.
In this episode, Sudeep takes the interviewer's seat and dives deep into the world of advertising with Sharan. They discuss the definition of advertising, debunking misconceptions and clarifying its role in brand strategy. They explore the concept of creating memory structures for a brand and how advertising fits into the larger realm of brand building.
Sharan introduces the audience to the different types of advertising and the importance of targeting the right audience. They illustrate their points with an example of UPI adoption, showcasing how different consumer segments respond to advertising. Throughout the discussion, they emphasize the significance of building recall and creating distinctiveness in an ever-competitive market.
LIsten in as our hosts unravel the mysteries of advertising and understand why brands choose to invest in this powerful tool. You’ll gain valuable insights into the world of advertising, its impact on consumer behavior, and the complex motives behind it all.
And don’t forget to write in with your questions or feedback to mail@cobbcast.net
CREDITS
- Album Art & Design by ting.in of the Black & Yellow show
- Voiceovers by Nadir Kanthawala of Pops in a Pod
- Edited by Janhavi Pethkar
- Music from Zapsplat.com