Slide 1
Hemat Malik ITCHemant Malik.
He is the present COO of ITC Foods.
1Education - MBA from the Indian Institute of Management (IIM),
Kolkata. (Year-1989)
2Work.Experiences include working with Wills lifestyle retailing
space,where Malik was responsible for the launch of twenty-five
"Wills Lifestyle stores throughout India. (2000)
Hand In Creation & Development Of Brands Like ....
And ....
And ....Because of Hemant Malik, though ITC are new entrants ,
their brands have established a fantastic consumer connect.
His Way of working
Believes in using intensive research for Brand BuildingStudies
consumer behavior thoroughly . Through personal observation, focus
groups, and face to face interviews with the target audienceMalik
"Availability, visibility and freshness are the key drivers in
selling the fast moving products,"Intensive research
Example - While launching Bingo .. He found that Indian
consumers crave variety and desire a crisper chip.So ITC came up
with unique flavours for Bingo, like aachar (pickle) and paneer
tikka (spiced cottage cheese). Bingo was launched with 16 flavors.
Bingo was an instant hit.
Consumer Behavior
Availabiliy- Distribution of the new product matters a lot. The
newly born should be made available at places that
matter.Visibility- Your product should be visible. The consumer
should know like ya this is the new product that has come in the
market.Freshness - We all get bored of the same thing happening
over and over again so if you product is new and fresh then it
would tempt the consumers to buy.They inroduced an Orange Marie,
Buterscotch cream biscuits even honey flavour in Sunfeast.
8Developing a brand in India, requires understanding of regional
tastes and preferences.
- MalikExplanation
Like the tastes of north India differ from south India so both
the segments need to be offered distinct products. All the products
wont work everywhere. All the products wont sell to everyone.9
Won the Avaya GlobalConnect Customer Responsiveness Award
(2007)
Has been featured in the Top 10 of Brand Equity's Most Admired
Marketers.Avaya GlobalConnect Customer Responsiveness Awards These
awards are given to those who believe that the consumer and
consumer insights are the most important and consumer is king.
Awards are given to those who treat them the same.
Brand Equity is Economic Times' colored supplement dedicated to
marketing, advertising and media. Hemant was featured in the Top 10
of its most admired marketers10Malik usually starts at 9:30 am and
a typical day consists of lots of meetings, discussions, and
laughter.
He explains, You will find me walking into a meeting where we
are brainstorming the promotion strategy for a biscuit brand and
the next minute, I am surrounded by an advertising agency team who
is [showcasing] the launch campaign for a packaged finger food.
A Usual Day At WorkFrom left Shashi Sinha,Lodestar Universal;
Ashish Bhasin,Aegis Media, Hemant Malik,ITC and Colvyn
Harris,JWT
11Thank You!
