When Dr Bhaskar Das cracked a Rs 5 crore gross sales take care of Amul with out discussing pricing

Amul had by no means marketed in The Instances of India. Sooner or later, Dr Bhaskar Das occurred to go to the gross sales workplace and discovered that the gross sales crew was getting ready a pitch for Amul’s MD. When he reviewed the presentation ready for them, he discovered it to be ‘rubbish’ and provided to make his personal—with out discussing pricing.

The gross sales crew’s unique pitch criticised Amul’s TV spending, which he believed was the fallacious method. As a substitute, he started by praising their “Style of India” campaigns and highlighting their effectiveness. Then, utilizing Goal Group Index (TGI) knowledge, he recognized untapped market segments that weren’t being reached. TGI targeted on psychographics, occupation, and schooling, slightly than earnings, providing a brand new perspective.

Amul’s MD, intrigued, questioned why he hadn’t been knowledgeable of this perception earlier than. When requested for particular concepts, he offered examples tailor-made to their wants. Lastly, when he inquired about prices, Dr Das instructed him to resolve based mostly on the worth he noticed, even joking that if it wasn’t price it, he’d accept a cup of tea and the bragging rights of assembly him.

5 days later, Amul confirmed a Rs 5 crore deal.

Dr Das shared this anecdote with Gautam Shelar in his podcast ‘Promote Aspect Conversations’ in March 2024, for example of a consumer who had initially declined however he was in a position to persuade them. Equally, he narrated how he satisfied Madura Clothes and Britannia as properly.

A distinguished media veteran and stalwart of the Indian media trade, Dr Das handed away on January 15 after a protracted battle with most cancers. 

A visionary chief and former president of response at Bennett, Coleman & Co. (BCCL), Dr. Das devoted over three many years to the organisation, enjoying a pivotal position in its transformation and progress. He left the organisation in 2012 and was additionally the president and board member of BCCL. Throughout his six-year tenure as President, BCCL’s turnover grew from Rs 1560 crore to Rs 4200 crore.

Through the podcast, he additionally spoke concerning the launch of Mumbai Mirror in 2005, the place it was coming into an already aggressive market. “On the time, we confronted intense competitors from HT, Zee, and the Dainik Bhaskar group, who launched DNA. That they had poached over 100 individuals from our editorial and promoting groups, together with my boss. Taking cost, I shortly realised the problem of competing with well-funded gamers like Subhash Chandra and the Dainik Bhaskar group,” he shared.

He additionally spoke about how the publication launched particular dietary supplements catering to totally different classes, for instance Instances Property and ET Model Fairness.

He shared that the publication engaged with trade stakeholders like CREDAI, who highlighted the necessity for a devoted property publication, resulting in the creation of Instances Property, which generated Rs 150-175 crore as a standalone. Equally, it launched a weekly auto publication and an auto awards initiative. Underneath the ET Model Fairness banner, it organised 15-20 occasions targeted on advertising, promoting, and branding.

“Our progress technique operates on market improvement, product improvement and by focusing on new geographies and shopper segments. We nurture every initiative as a person property, accelerating its income and driving general affect,” he mentioned.

When the Bangalore version rose from quantity 4 to number one, or TOI Delhi secured the highest spot, the methods developed considerably. It wasn’t nearly pricing however about deeper market penetration. For show adverts, it collaborated with car sellers to suggest the publication to their head places of work, leveraging cooperative promoting. Equally, it engaged with actual property brokers to strengthen its presence in that sector.


Written with the View : afaqs