Bipul ChandraThe latest episode of ‘The Independent Marketer’ features Bipul Chandra, managing director of Ducati India According to him, marketing is a very subjective function for many organisations. It is a very essential and important part of one’s entire well being in business. Chandra highlighted that their brand works in a very different kind of ecosystem. Unlike our mass market and businesses and brands in the industry, they thrive on being into a niche segment, he said.India is a country of more than 1.4 billion people, but still the superbike industry is very small. Hence, marketing becomes very important, because essentially sales and marketing go hand in hand for our business, Chandra said.“Marketing is interdependence. Yet, marketing as a function is free to take its call,” Chandra added.Speaking about the importance of marketing, Chandra mentioned that unless one showcases their marketing in the best way possible to the discerning clients, the chance of conversion becomes very bleak. “We are a brand which is because of the very nature of our business, we are thriving, we are dependent, we work very closely with your social media channels. Now that is something where marketing comes into its elements,” Chandra said.“Marketing is free to understand how to take the way forward and how to support the business in general. In our team, independent thinking is very subjective, because you will need to get inspired from somewhere,” he added.One of the factors for independent thinking is understanding and learning one’s market. “Marketing manager has to critically judge what is required in the current market. When we are thinking of the marketing strategies for our market, we also need to understand what all things you should not fall foul of,” he said.“Every culture has its own way of thinking every culture has its own way forward. Independent thinking comes into its elements,” Chandra added.Ducati’s Chandra highlighted the essential qualities of localisation. He mentioned that one may have a very good idea coming from the US or UK market or European markets, but they need to adapt them to the Indian circumstances, Indian conditions to remain within the moral and ethical compliance.“We try to put forth the communication into the Indian market, which is suitable for the local content and local users. Independent thinking part on the marketing side becomes important, because the local marketing manager is the only person who can understand how to present the global product to the local audience,” Chandra said.Watch the video here:
Published On Aug 25, 2023 at 08:24 AM IST
Join the community of 2M+ industry professionals
Subscribe to our newsletter to get latest insights & analysis.
Download ETBrandEquity App
Get Realtime updates
Save your favourite articles
Scan to download App