CoBB | Conversations on the Business of Brands

In this provocative episode, Sharan and Sudeep challenge the traditional view of brands in a way that will make you rethink your strategy. They dive into a compelling discussion that breaks down common misconceptions about brand building and its actual impact on business growth. Sharan questions the efficacy of marketing, traditionally seen as an investment, and points out that not all spending is fruitful. This leads to an interesting perspective that shifts the way we think about brands entirely. Drawing from insights in a recent article from The Marketing Week and studies using BAV and EVA data, they explore the crucial relationship between brand strength and operational efficiency. Their conversation reveals a 2x2 grid analysis showing that while a brand alone can increase business by 30%, operational efficiency can double it. More strikingly, they discuss how the synergy of high brand strength combined with operational efficiency can nearly triple a company's value. By the end of this episode, you'll understand why many new "brands" fail to make money and how integrating brand strength with efficient operations is not just a good-to-have but essential for substantial business growth. Tune in to discover why brands are not just about logos or cool advertisements but are strategic accelerators of your business potential. Don’t miss this insightful discussion that could redefine how you approach brand building and operational excellence in your FMCG business. 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. Here is the article in The Marketing week - Brands are Multipliers, not Assets in themselves Jonathan Knowles - The author SHOW WEBSITE CONNECT WITH OUR HOSTS Sudeep Chawla on Linkedin⁠ Sharavana Raghavan on ⁠Linkedin⁠ FOLLOW US CoBB - LinkedIn Instagram CREDITS - Album Art & Design by ting.in - Voiceovers by Anjale Stephanos - Music from Zapsplat.com *************************************** 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.

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. SHOW WEBSITE CONNECT WITH OUR HOSTS Sudeep Chawla Sharavana Raghavan FOLLOW US CoBB - ⁠LinkedIn ⁠Instagram⁠ CREDITS - Album Art & Design by ting.in - Voiceovers by Anjale Stephanos - Music from Zapsplat.com *************************************** 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.

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. SHOW WEBSITE CONNECT WITH OUR HOSTS Sudeep Chawla on LinkedIn Sharavana Raghavan on LinkedIn FOLLOW US CoBB - LinkedIn⁠, Instagram⁠ CREDITS - Album Art & Design by ting.in - Voiceovers by Anjale Stephanos - Music from Zapsplat.com

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. SHOW WEBSITE CONNECT WITH OUR HOSTS Sudeep Chawla Sharavana Raghavan FOLLOW US ⁠LinkedIn Instagram⁠ **CREDITS** - Album Art & Design by ting.in - Voiceovers by Anjale Stephanos - Music from Zapsplat.com

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. SHOW WEBSITE CONNECT WITH OUR HOSTS Sudeep Chawla - Linkedin⁠ Sharavana Raghavan - Linkedin⁠ FOLLOW US CoBB - LinkedIn ⁠⁠Instagram⁠ CREDITS - Album Art & Design by ting.in - Voiceovers by Anjale Stephanos - Audio Edit by Janhavi Pethkar - Music from Zapsplat.com *************************************** 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.

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. SHOW WEBSITE CONNECT WITH OUR HOSTS Sudeep Chawla - Linkedin⁠ Sharavana Raghavan - ⁠Linkedin⁠ FOLLOW US CoBB - LinkedIn ⁠⁠Instagram⁠ CREDITS - Album Art & Design by ting.in - Voiceovers by Anjale Stephanos - Audio Edit by Janhavi Pethkar - Music from Zapsplat.com *************************************** 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.

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. SHOW WEBSITE CONNECT WITH OUR HOSTS Sudeep Chawla - Linkedin⁠ Sharavana Raghavan - Linkedin⁠ FOLLOW US CoBB - LinkedIn ⁠Instagram⁠ CREDITS - Album Art & Design by ting.in - Voiceovers by Anjale Stephanos - Audio Edit by Janhavi Pethkar - Music from Zapsplat.com *************************************** 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.

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. SHOW WEBSITE CONNECT WITH OUR HOSTS Sudeep Chawla - ⁠Linkedin⁠ Sharavana Raghavan - ⁠Linkedin⁠ FOLLOW US CoBB - LinkedIn ⁠Instagram⁠ CREDITS - Album Art & Design by ting.in - Voiceovers by Anjale Stephanos - Audio Edit by Janhavi Pethkar - Music from Zapsplat.com *************************************** 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.

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. SHOW WEBSITE CONNECT WITH OUR HOSTS Sudeep Chawla - Linkedin⁠ Sharavana Raghavan - Linkedin⁠ FOLLOW US CoBB - ⁠LinkedIn ⁠ ⁠Instagram⁠ CREDITS - Album Art & Design by ting.in - Voiceovers by Anjale Stephanos - Audio Edit by Janhavi Pethkar - Music from Zapsplat.com **************************************** 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.

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. **************************************** 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. SHOW WEBSITE CONNECT WITH OUR HOSTS Sudeep Chawla - Linkedin⁠ Sharavana Raghavan - Linkedin⁠ FOLLOW US CoBB - LinkedIn ⁠ Instagram⁠ CREDITS - Album Art & Design by ting.in - Voiceovers by Anjale Stephanos - Audio Edit by Janhavi Pethkar - Music from Zapsplat.com

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. **************************************** 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. SHOW WEBSITE CONNECT WITH OUR HOSTS Sudeep Chawla - ⁠Linkedin⁠ Sharavana Raghavan - Linkedin⁠ FOLLOW US CoBB - LinkedIn ⁠ Instagram⁠ CREDITS - Album Art & Design by ting.in - Voiceovers by Anjale Stephanos - Audio Edit by Janhavi Pethkar - Music from Zapsplat.com

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. **************************************** 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. SHOW WEBSITE CONNECT WITH OUR HOSTS Sudeep Chawla - Linkedin⁠ Sharavana Raghavan - Linkedin⁠ FOLLOW US CoBB - LinkedIn ⁠ ⁠Instagram⁠ CREDITS - Album Art & Design by ting.in - Voiceovers by Anjale Stephanos - Audio Edit by Janhavi Pethkar - Music from Zapsplat.com

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. **************************************** 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. SHOW WEBSITE CONNECT WITH OUR HOSTS Sudeep Chawla - ⁠Linkedin⁠ Sharavana Raghavan - Linkedin⁠ FOLLOW US CoBB - LinkedIn ⁠ Instagram⁠ CREDITS - Album Art & Design by ting.in - Voiceovers by Anjale Stephanos - Audio Edit by Janhavi Pethkar - Music from Zapsplat.com

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. **************************************** 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. SHOW WEBSITE CONNECT WITH OUR HOSTS Sudeep Chawla - Linkedin⁠ Sharavana Raghavan - Linkedin⁠ FOLLOW US CoBB - LinkedIn ⁠ Instagram⁠ CREDITS - Album Art & Design by ting.in - Voiceovers by Anjale Stephanos - Audio Edit by [Janhavi Pethkar - Music from Zapsplat.com

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. **************************************** 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. SHOW WEBSITE CONNECT WITH OUR HOSTS Sudeep Chawla - Linkedin⁠ Sharavana Raghavan - Linkedin⁠ FOLLOW US CoBB - ⁠LinkedIn ⁠ Instagram⁠ CREDITS - Album Art & Design by ting.in - Voiceovers by Anjale Stephanos - Audio Edit by Janhavi Pethkar - Music from Zapsplat.com

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. **************************************** 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. SHOW WEBSITE CONNECT WITH OUR HOSTS Sudeep Chawla - ⁠Linkedin⁠ Sharavana Raghavan - Linkedin⁠ FOLLOW US CoBB - LinkedIn ⁠ ⁠Instagram⁠ CREDITS - Album Art & Design by ting.in - Voiceovers by Anjale Stephanos - Audio Edit by [Janhavi Pethkar - Music from [Zapsplat.com

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. **************************************** 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. SHOW WEBSITE CONNECT WITH OUR HOSTS Sudeep Chawla - Linkedin⁠ Sharavana Raghavan - ⁠Linkedin⁠ FOLLOW US CoBB - LinkedIn ⁠ ⁠Instagram⁠ CREDITS - Album Art & Design by ting.in - Voiceovers by Anjale Stephanos - Audio Edit by Janhavi Pethkar - Music from Zapsplat.com

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. **************************************** 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. SHOW WEBSITE CONNECT WITH OUR HOSTS Sudeep Chawla - Linkedin⁠ Sharavana Raghavan - ⁠Linkedin⁠ FOLLOW US CoBB - LinkedIn ⁠ ⁠Instagram⁠ CREDITS - Album Art & Design by ting.in - Voiceovers by Anjale Stephanos - Audio Edit by Janhavi Pethkar - Music from Zapsplat.com

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. **************************************** 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. SHOW WEBSITE CONNECT WITH OUR HOSTS Sudeep Chawla - ⁠Linkedin⁠ Sharavana Raghavan - ⁠Linkedin⁠ FOLLOW US CoBB - ⁠LinkedIn ⁠ Instagram⁠ CREDITS - Album Art & Design by ting.in - Voiceovers by Anjale Stephanos - Audio Edit by [Janhavi Pethkar - Music from Zapsplat.com

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. **************************************** 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. SHOW WEBSITE CONNECT WITH OUR HOSTS Sudeep Chawla - Linkedin⁠ Sharavana Raghavan - ⁠Linkedin⁠ FOLLOW US CoBB - ⁠LinkedIn ⁠ ⁠Instagram⁠ CREDITS - Album Art & Design by ting.in - Voiceovers by Anjale Stephanos - Audio Edit by Janhavi Pethkar - Music from Zapsplat.com