Krishna and Kotler

‘Krishna’ and Mr. Kotler

It is very amazing to note how the rich Indian Vedas and the modern day management are related, yet differ in their approach. Both are form different school of thought and equally important.

‘’Karmanye Vadhikaraste, Ma phaleshou kada chana, Ma Karma Phala Hetur Bhurmatey Sangostva Akarmani’’

Bhagvad Gita Chapter 2 Verse 47

The first consultant can be dated back to about 5000 years ago. He said, I will only advice and not pick up any weapon. It was the epic battle of Mahabharata and the consultant was ‘Krishna’. When the warrior Prince Arjuna, had put down his weapon stating that I cannot kill my relatives, the commentary was delivered by ‘Krishna’. The subject can be discussed in volumes, but in this article I am keeping my focus to only on the above verse and in context to what I have to express. Here, ‘Krishna’, says. ‘Only actions are in your control and not the result. Focus on the fighting well, don’t worry about the result, it is not in your or anyone’s control.  Arjuna, you don’t know the outcome of the war; don’t fight because you have to win, fight because it is your Dhrama to fight. Giving your best during the war is what you can do.’’

In modern day business, everything revolves in result. Result oriented marketing, sales, budgeting etc. The management and the people cannot control the target at all, but all discussion, appraisals etc happen only on target based. In fact, today most of the companies while hunting for the candidates to take up the business further mention in the JD – target oriented, result oriented etc. So much emphasis on target, what about the process? How much does it mater or it does not matter at all ? Growth is such a strong emotion.  Hook or crook target must be achieved.  This creates pressures which in turn creates – unhealthy abusive environment, health problems, wrong business practices and overall bad impression.

Targets are so critical that if one achieves it, he grows in the company and after some time when the same employee gives growth that is stagnant, the same people who once appreciate his work start doubting his capabilities.

Let’s change the focus and create a hypothetical company, where everything – the system and process are in order, and upgraded with the change of time. Do you think they will every have to struggle for business? If the set processes are followed correctly, target has to happen and it will not be superficial. It will be something that can be sustained for long. People are kept motivated, upgraded with the change in market dynamic; there is no way business will not grow. System and process when followed correctly make people responsible. It is responsible people who make a company. The most critical aspect is to keep on upgrading the systems and process, the market is changing at a very rapid pace, what seems relevant today may be relevant tomorrow, leading to static growth.

The 4 Ps of Marketing – Product Price Place Promotion ‘’ The Marketing Mix’’

Philip Kotler

This is the most effective modern day tool used by companies to achieve business objective. The answer to all you questions lies in this. I have high regards for this model. I had learnt this in my management days and then through my work life, I have implemented this, until now when I have explored my understanding on this subject. Most of the companies where I have worked and the people who I have interacted, the most common question is – growth is constant and we are unable to grow, there is huge pressure of growth. Be it a start up or established company everywhere there is this challenge for growth. If any organisation needs growth it has to be in line with the 4 Ps.

Product: Increase product

Price: Increase the price**

Place: Incase distribution

Promotion: Increase communication

The above 4 are the only ways in which you can increase growth and nothing else. No matter what schools of thought you come from if have to grow you have to do one of any of the four. The ways in which you do could vary, but the bottom line remains the same.

Mondelez India ( Chocolate Div.)

Till the time I had not gown up to an adult, I was thinking chocolate means Cadbury ( now Mondelez). Today when I go to the market, I see Cadbury almost everywhere – Malls, Mom and Pops, Chemist, Sweet shops almost everywhere, actually it is omnipresent. My understanding is if it is present everywhere, and there are limited new avenues of placement, from where the incremental sales come. With the growing awareness in people that sugar is not good for your health, people have become conscious about consuming chocolate. If we talk of promotion, almost all the avenues of promotion are covered. Emotion drives the category, all the ads connect emotionally. The chocolate category is an open category and there are lot of new entrants, the consumer number** remaining same, any switch over will hit sales. Name the channel and they are there Retail, HORECA, CSD, Travel, Gifting; almost all is covered. Products diversified in Chocolate, Supplements, powdered juice.  With all the loops being closed, imagine how critical is even 1% of growth is? Or how difficult will it be for the sales team to retain growth? So pressure increases, all to control what Targets.

‘Krishna says – Target is not under your control?’

‘Kotler says – Nothing is beyond the 4 Ps ‘

Where to go now?

Incase you need to have more view on the subject above you can write email on and have a discussion.


Vijay Sokhi

FMCG – Foods Professional

Operations, Business Consulting, Change Management, Sales Management, Start Up Implementation

Don’t push someone to the wall. Beware, may be he is building his anger!!

Many a times we encounter people who we take granted. We know that what we are doing to the other person is incorrect and this person keeps quite. You keep on pushing them, because you are noticing that he is keeping quite. You keep on playing around and the other person is watching and bearing. You play tricks with him and he still keeps quite. You have a feeling of victory on him and ensure that you keep him engaged in the loop and keep him under you. He keeps quite all the time.

There are two types of people who keep quite:

  1. Type 1: Who cannot do anything? There are those kinds that stay calm and have no ability to take actions. No matter what you do, he is meek and follows your direction. Once you put him under you, he remains under you throughout his life
  2. Type 2 – The most dangerous one. This person is the one who may be keeping quiet for many reasons – he regards you a lot, he want to protect the relationship, he knows he can trust you. He also keeps quite and takes the beating. He has the ability to take beating to the extent that he wants you to take him to the breaking point. For example if his breaking point is 10, he will push it to 15 or to 20, but after 20 he could be the most lethal person in your life. All through this time he just builds up on his anger and once you push him to the wall where he realizes
    • You have been playing around with him
    • Breaking his trust
    • Fooling around

Then God save you. In fact these people when they reach that breaking point, even God cannot save any one. The next is next is destruction.

I am an Indian and belong to the rich heritage of India and take lot of learning form you epics. One such epic was the battle of Mahabharata. An important character in the Mahabharata was Shri Krishna. He did all that he could to avert the war. The Kauravas had put the Pandavas to a situation where they had lost everything in the game of dice, including their property and wife. They were sent to exile for 13 years and there after 1 year of incognito. After their return Shri Krishna acted as a peace maker and told the eldest of the brother of Kauravas, Duryodhan, to give the lands to the Pandavas that was rightfully theirs. Duryodhan said no. The eldest of the Pandavas, Yudhistir, request to give only 5 villages to the Pandavas and they would be satisfied. Duryodhan replied, he will not give land even to the tip of the needle point. This finally led to the bloodiest war in the Indian epic history. The Pandavas were pushed and lost everything, went to exile and were quite, peacefully would have settled for five villages, but Kauravas refused and the result was the end of the Kauravas. In the war there were losses for both the Kauravas and the Pandavas, but when you have decided that relation is not being honored by someone you value more, than you want to destroy the other person, even if you get destroyed in the process.

Therefore, we must not play around with people who behave properly even if they are subdued. You never know, maybe they are building their anger. If you push them too hard reaction is imminent.

Personally speaking, you need to build up on your anger. This is needed for all those who think that you are a looser and cannot take action. You must not bow down to injustice at all, but take it on you till the time you can and then explode. It is because we are bearing this injustice, we empower people to take advantage on us and also others. Be it your job, your personal life, the society or anywhere else, you must speak out when needed.  Someone has to bring the change and it has to be you.

Fight Back!! Be the Change


The Perfect Business Model

Each and every one in the biz world is in the search of the perfect business model. However, difficult it may seem, everyone will devise it, make a fine print of the road map and move in. Once inside the market, the reality looks is quite different. The board consists of the top not brilliant brains, then why is it that the biz model is not delivering.  Next, is to hire the top consultants who can make the biz model. They are skilled in this and the perfect business model is devised. They charge a exorbitant model to give you the model. You are convinced with the biz model and implement it in the market, as it is made by people who made it are marketing gurus. You expect the magic to happen, still something does not seem to be working, projection and realistic numbers are miles apart.

Why is it that if I have the right business model, I am not being able to make the big leap? I am trying to put a though in this through a more practical approach.

First, there is no such thing as the PERFECT BUSINESS MODEL. You may devise a model, but the model has to be implementable. What seems working in the broad room in a Microsoft sheet, my not be applicable in the market. The model has to be devised; it is important and without it going to the market is suicidal.

The market is very dynamic, any model that is devised, has to change with time. No matter how adamant the management is because the model is built by successful people, until and unless it adapts to change in the market due to taxes, competition, and other unforeseen, un accounted variation; it is going to be futile.

Secondly, implementation is the key. It is very easy to give the so called “Gyan’’, but tell me honestly how many people who devise the plan actually want to implement it. When there is a problem in implementation, the sales team is targeted and then changed. New team comes in, and they are not given time to understand things, the hiring happens with targets. People are pressurized, tarnished and they finally leave.

Third, sales team is the key. You have to keep them long, nurture them and make them equipped to take on the business. Of course, the one who is not willing to take on the challenge and full of negativity must be asked to move on with regard.

Finally, there are no perfect business model, but the right business model, that can be adapted. It is the people who will take you though. If you are looking for someone who can build, implement and adapt, you must send me and email on and have a discussion. The first conversation comes free.