Pragmarketism: Pragmatic Marketing Insights for Winning Indian Consumers [Hardcover] Bhandari Arvind and Bhandari Trupti

WELCOME TO INDIA, THE LAND OF DIVERSITY, COMPLEXITY, CHALLENGES AND OPPORTUNITY!

Understanding the Indian consumer is a tricky business. In a country where language and culture vary every few kilometres, the conventional rules of marketing and selling don't apply. It's a market where successful international brands had to shut shop while many smaller, lesser-known brands made fortunes by decoding the Indian consumer. So, what does it really take to succeed in the great Indian mela and win consumers?

In Pragmarketism, Trupti and Arvind Bhandari address this opportunity for all business builders, gleaned from their collective experience of forty-five years of managing more than thirty brands across several blue-chip companies. Blending Western theories with Eastern ethos, Pragmarketism offers solutions for:

• Shaping an inspiring vision for your company.
• Building brands soaked in Indian sociological realities.
• Framing desi segmentation, targeting and positioning.
• Modelling your digital strategy in a noisy, dynamic environment.
• Implementing 'breakthrough innovation' frameworks.

And finally, syncing all critical functions to deliver value to consumers.

Drawing from successful brands in FMCG, durables, media and other industries, the book offers unprecedented insights on succeeding in the world's most exciting market.

Pragmarketism is an extremely useful and timely addition. UsingIndian references, anthropology, best-in-class examples and analyticstructures, the book takes a young marketeer, or a seasoned professional on asystematic journey from concept to execution and results.
SureshNarayanan, MD, Nestleå« India.

Finally, a Kotler 2.0 on India.
PrashantSinha, Co-Founder Momspresso.com

Whatmakes Pragmarketism effective is thefrequency of examples of brands that touch our lives every day. The bookchallenges the classic frameworks and suggests new innovative ones morerelevant to achieve corporate goals in today‰۪s times.
HarshGoenka, Chairman, RPG Enterprises

Atimely and essential guide on how to build enduring brands in India. A powerfulplaybook with great practical insights. You will want to read this more thanonce.
VivekGambhir CEO, Godrej Consumer Products Ltd

Trupti,Arvind not just report live from the frontlines of the marketing world but divedeep. Their perspective refreshingly picks up the unique Indian nuance. Arewarding read.
PrasoonJoshi, Chairman McCann Worldgroup, Asia Pacific

Thoughtfuland comprehensive exploration of concepts and issues that businesses deal within today‰۪s rapidly evolving world.
SantoshDesai Author, CEO, Futurebrands Consulting

Demystifiesmarketing giving away the secret for customizing solutions for the diverseIndian consumer.
DeepKalra, Founder MakeMyTrip Ltd

Astep-by-step guide to winning the Indian consumer‰۪s heart and pocket. Must-readfor anyone aspiring to do business in the Indian market.
NanduNandkishore, Professor ISB; Former EVP & Head AOA, Nestleå« S.A

Iwish a book like Pragmarketism wasavailable thirty-odd years ago as I was joining the FMCG industry. I reallyliked the way they have demystified marketing and shared best practices. Thesections on digital and cause marketing got me thinking about what could benext for some of the great brands I have worked on.
Manu Anand, Former CEO,PepsiCo, India