Business Daily from THE HINDU group of publications
Thursday, Oct 02, 2008
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Business Daily from THE HINDU group of publications Thursday, Oct 02, 2008 ePaper | Mobile/PDA Version | Audio | Blogs |
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Marketing
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Events Columns - BL Club States - Tamil Nadu Mr Ramesh Viswanathan, Executive Director, CavinKare; Meenakshi Sundararajan School of Management, Chennai 
Mr Ramesh Viswanathan, Executive Director, CavinKare, addressing the BL Club meeting held at Meenakshi Sundararajan School of Management, Chennai. Our Bureau Chennai, Oct. 1 The challenges of marketing FMCG products are many, but it’s the constant novelty that these challenges throw up that also makes it exciting, said Mr Ramesh Viswanathan, Executive Director, CavinKare. He was speaking to the students of the Meenakshi Sundararajan School of Management at a programme organised under the auspices of the Business Line Club. In an interactive session that involved acquainting students with the basics of the FMCG business, Mr Viswanathan said trial and repeat buying, usage index, distribution width, the role of TV and complexity of consumer understanding were the factors that made it a challenging business. Reaching outFMCG companies must invest in creating a mammoth organisation to reach outlets spread across the length and breadth of the country. CavinKare services five lakh outlets directly, through 1,200 distributors and a field force of 2,000 people, he said. Branding is critical to a product when the differences between it and its competitors are few, he said. Brand-building is the highest cost head in any FMCG company. Brand managers are the most powerful people in the organisation as they control its destiny by virtue of providing the understanding of the consumer and control the biggest expense head. Consumer behaviour in the FMCG sector varies so vastly and decision-making in the company is a complex exercise, he explained. Mr V.S. Vikram, Director, Meenakshi Sundararajan School of Management, was present on the occasion. More Stories on : Events | Personal Products | BL Club | Tamil Nadu | Education
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