‘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’’
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?
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FMCG – Foods Professional
Operations, Business Consulting, Change Management, Sales Management, Start Up Implementation