Innovation is key to success

Innovation is key to success

A brand has to live up to its expectations and symbolize the trust customers have in it, says
Parin Shah, Manager - Marketing, Proflex Systems
Give us details of your effective marketing campaigns
We always thrive to ensure that all our marketing campaigns remain effective. In terms of the published campaigns, the last quarter and current quarter campaigns are doing extremely well and we are always at the forefront in running innovative marketing campaigns.
What is the consumer insight that drives your campaigns?
Consumer insight means understanding unidentified or unmet need in the marketplace, or find new/better way to satisfy an existing need. We have been quite successful in creating need for this new age roofing that was not available in India until it was introduced in 2002 by PROFLEX. 'Innovation' was the key for this success. Today after 10 years, 'Innovation' remains at the centre stage and PROFLEX has been the first to catch pulse of consumers and leads the Indian market with same patronage from existing and new customers.
Do you give more importance to advertising or PR campaigns? Why?
Both of them are key elements of brand promotion. You cannot eliminate either of them. But to start with, you always need an advertising campaign followed by PR campaign
What is the thought process behind the preparation of your media plan?
Depends on the marketing objective. For mass media GEC channels on television and daily newspaper in print are the best mediums to cater. For niche audience business channels, business dailies / print verticals and trade verticals are of importance. Hoardings can be used to cater both mass and niche audiences as well. Online is cost effective medium that caters to both mass and niche audience.
Does your marketing strategy involve direct selling or interaction with customers?
We are into project sales and therefore interactions will always happen with customers, architects or consultants. We always try to reach them through different media.
What are the new trends in marketing in the cement industry?
Brand power, marketing tactics, production capacities and capability to convert opportunities into business would be the key for companies to secure larger market share & taste success as demand is equal opportunity for all. Aggressive marketing campaigns are launched by marketers in this category and some of them are quite innovative and engaging. The focus of cement has shifted from commodity to 'branded' segment and in the recent times to increase visibility and create brand power, some companies have associated with major 'sports' and ' film industry' events. This is a new trend and cement companies are trying to reach mass consumers through innovative mediums. With more players and brands in the market consumers will also benefit.
As a marketing professional, what kind of responsibility and obligation do you think you have towards the consumer, society at large and towards yourself?
Consumer is the most knowledgeable entity in the entire gamut and you just can't take them for a ride. Being fair, true, loyal and customer-friendly is today's mantra to build brands. A brand has to live up to its expectations and symbolize the trust customers have in it. First understand their needs and then communicate about 'how you can satisfy their needs' rather than 'just trying to push what you have'. Customers have far more options than we can offer, so always be visible to them in friendliest manner & be humble while serving them.

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