Padmaja Nagarur

2012 promises to be both a testing & exciting year for marketer's in India. While on one hand, the global economic situation will put pressures of shrinking budgets & marketing efficiency on marketers, on the other hand I expect to see some powerful & creative work in the areas of…

Relevant to service industry   1. Consumer insights that are monetizable2. Leveraging long tail phenomenon in category adoption3. Micro segmentation of consumers and product creation / innovation4. Disruptive pricing models and elasticity assessment 5. Trade engagement programs6. Demographic targeting - Relevance and 'compellingness' of propositions7. Transforming/reinventing business models to reflect the…

FMCG - Indian and MNC brands from India are fighting shoulder to shoulder with a lot of imported brands in the retail shelves.  While affordability is low, the discerning Indian 'value' buy customer is scaling up.  He is willing to pay more for a better product with better benefits.  Time for Indian brands to…

For CMO’s to continue having a seat at the executive table, 2012 will have to be guided by business agenda and not just an exclusive marketing agenda. I recommend a three point framework:   1.       Shed the infatuation with marketing communication: the fourth “P” (Promotion) has become so integral to the…

2012 will probably be one of the crucial years where marketing can be the lynchpin that ensures the entire organization is focused on satisfying customer needs. This will showcase a significant gap emerging between what one might call the Innovators and the Adopters: 1. Innovators. While in the minority, these CMOs will champion…

Big Data + Prediction: CMO's will actively seek Big Data (cross-platform analytics) and should expect agencies to bring predictive analytics to the table. SM - Show me the ROI: CMO’s will look for real value out of Social Media. Brands will go beyond broadcasting messages on a few social media platforms and…

Will 2012 be the end of this world? Apocalypse or not, I am sure we are all eagerly awaiting to witness a  glorious and momentous 2012 – Sachin’s 100th international century, new records being created at the London 2012 Olympics, an effective Jan Lokpal bill and my wish list goes…

"Accountability, accountability and accountability ! With margins under pressure and weak global cues, CMO's would need to focus on getting closer to revenue on the table. ROI on marketing investment would be the way forward, which would pave the way for accountable media such as digital. I also see a…

Why 2012 will be the year of the CMO   During recession it’s the CFO who takes charge in cutting costs to survive. During boom, it’s the sales head who has to make the most of it. However, when a year such as 2012 looks as if there will be…

A fundamental shift we are going to increasingly see in 2012 is the boundary lines blurring between Marketing & Strategy in many organizations. This will give rise to a new functional role, that of  “corporate positioning & communication strategy”. Many companies are already moving in this direction as the need…