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‘The customer will choose your brand only if you offer something extra’

‘The customer will choose your brand only if you offer something extra’

mumbai Updated: Dec 09, 2010 01:58 IST
Hindustan Times

‘The customer will choose your brand only if you offer something extra’

Reema Kundnani (33) heads marketing and corporate communications at Oberoi Realty. The computer engineer did an MBA and started her career as a brand manager in 2004.

When did you decide you wanted to pursue a career related to brands?
As a teenager, I was fascinated by the cult following some brands had. The 1990s marked the entry of many global brands into India. I got intrigued about what went into creating a brand, and making it successful. That’s when my love affair with brands began.

What does your job involve?
My role involves strategising with senior management, working with agencies to create advertising, branding and result-oriented marketing and PR campaigns, facilitating image-building and enhancing brand value.

What are the skills required to be successful in this field?
The 5 Cs: Common sense, Curiosity, Creativity, Consumer-orientation and Clarity. A passion and inquisitiveness for brands, understanding what
the consumer and the market needs, translating that creatively into the brand promise and communicating
the brand essence in a simple manner are essential.

Is the money good?
Money is important, but incidental in the larger scheme of things. If you love what you do, the money will follow.

What is the biggest challenge of your job?
With so many more products and so little differentiation, the customer will choose you only if you give him or her something more than what the competition offers. The challenge is to tailor products and services with the customer’s involvement.

Expertspeak | Harish Bijoor, brand consultant, Harish Bijoor Consults, offers an industry insider’s view on today’s career with respect to the parameters above.

Work-life balance: A management consultant's role is a tough one because he has to work late hours. Sometimes, he or she needs to put in six days a week on a consistent basis.

Job security & stability: It’s very good. There are no volume targets, only projects. There is no pressure to sell the product.

Opportunity to grow: Tremendous. All the major sectors in which management consultants are hired are witnessing a boom.

Money: It’s good. The telecom sector pays the most, followed by FMCGs, consumer durables and the IT industry.

Intellectual stimulation: A

consultant is a goldmine of information. He needs to know enough to be able to advise very senior people.

Mobility: There is a fair amount of mobility, but it depends on how much experience a consultant has.

Social status: Consultants

command a lot of respect because senior executives turn to them for advice.

Quality of companies: Very good. Companies from all major sectors hire consultants.

Quality of people: Superior. The competition is intense and the profession tends to attract bright minds.

Scope for working in different capacities: A brand manager is like a mini-CEO. He interacts with different divisions and functions.

First Published: Dec 09, 2010 01:53 IST