Prospect Theory: Every Brand Manager who wants to be recognized as a Black Belt Must Master! Band Management 75 Twelve years ago, I read Thinking, Fast and Slow by Nobel laureate Daniel Kahneman—a book that left a lasting impression on me. Recently, I had the pleasure of discussing it with my student, Shiksha Vidyasagar. Despite her excellent […]
The Power of Touch in Medico-Marketing! – Brand Management 74 It began in 1974, when I first proudly held the shiny-black leather bag of a medical representative. A question that piqued me then – how can I make Diovol the ‘Darling Brand’ of doctors? I tried all the tricks in my bag, but it was
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What Every Winning Brand Knows: The 3 Unspoken Rules of Value Proposition – Brand Management 73 This is a true story from not so long ago. It began in July 2022, as the post-Covid era quietly unfolded like a sunrise that had taken its time. A subtle yet powerful shift was underway—the ‘old normal’ of
Integrative Thinking – When can we use Integrative Thinking? – Sales Management 26 Integrative Thinking starts on the premise that you are open to learning from another persons’ idea, even if his idea is in conflict with your own. This mind set allows you to consider the value of opposing views from more than one
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The Best Marketing Story I’ve Heard: Inside Nescafe’s Brilliant Strategy That Made Japan Love Coffee – Brand Management 105 From Tea to Coffee: How Nescafé Brewed Cultural Change in a Nation of Tradition Author – Devin Wills (Red Cardinal News) Through an ingenious marketing strategy, Nescafe transformed Japan from a tea-drinking society into one of
The FMRAI Influence – Why First-Line Leaders Should Be Trained Continuously? – Sales Management 22 Medical Representatives who go to work unhappy actually do things, actively or passively, to make those around them unhappy too. Or get influenced by the negative elements in the field. The negativity spreads. Unscrupulous failed people take advantage The internal
Doctor profiling – Sales Management 23 Are you aware of the main reason of Cipla’s grand success in the Indian Pharmaceutical Market? It is doctor profiling. Today the Indian pharma marketplace is extremely competitive with so many companies competing for the mind share and the market share. There is a Marketing World War-like situation to
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Why Should A Doctor Even Listen to You??? -Sales Management 24 Why should a doctor even listen to a pharma representative? Think about it. A doctor will not even notice you unless he sees a reason to pay attention. So, the real question is: Can you make yourself valuable? Doctors respond only when you, and
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The Pulse of Persuasion: Why Emotion Leads and Logic Follows – (Successful Pharma Brand Management 71) Preamble In the dynamic world of pharmaceutical marketing in India, the age-old tussle between emotion and reason plays out yet again. While FMCG and OTC brands have long thrived on emotionally driven consumer decisions, prescription-based pharmaceutical marketing is often
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The Story of Shiksha: The Leader Who Had No Title – (Brand Management 70) Part 1 The Story of Shiksha – The Girl Who Refused Her Title In the glittering ecosystem of India’s pharmaceutical landscape, where competition was fierce and hierarchies ruled, rose a young woman named Shiksha—equal parts ambition and grace. A pharmacy graduate
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