AMIT BURMAN
Vice chairman at Dabur India ON what customers want
INFORMALITY: Many of our customers are in their teens. So, engaging them at social networking sites makes sense. We asked for mocktails and cocktail recipes on our Facebook page. The response has been enormous.FAMILIARITY: Engage them at a site where they chill. We set up buyer points and stalls at malls, movies and restaurants they frequent, so they could try out new products and purchase what hooked them.
SOMEONE WHO’S PAYING ATTENTION: When we began establishing new
fruit juice categories, we realised our breakfast habits are different
from those abroad. A majority of our buyers, for instance, want their
orange juice sweeter. So, we brought out Real, which is sweeter than our
Active range for the fitness conscious.
AN INDIAN APPROACH: Our tetra-packed coconut water and pomegranate juice is a hit only in India. We are even contemplating a Kokum-based concoction.
SMART PRICING: Indian buyers are one of the most value-conscious in the world. No Indian CEO can forget this thumb rule: We will buy products only when we see value being accorded to us.
AN INDIAN APPROACH: Our tetra-packed coconut water and pomegranate juice is a hit only in India. We are even contemplating a Kokum-based concoction.
SMART PRICING: Indian buyers are one of the most value-conscious in the world. No Indian CEO can forget this thumb rule: We will buy products only when we see value being accorded to us.
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