Marketers are constantly on the look-out for avenues that can drive exponential business growth and lead to success in the marketplace. Innovation, rather the creation of breakthrough innovation, may well be that winning formula.
Nielsen CXO Perspectives with Harsh Mariwala, Founder and Chairman, Marico where he discusses how one can break the clutter to stand out with the right marketing, innovation, and the India opportunity.
Year after year, thousands of products across brands and organizations hit the retail shelves. Some succeed, whereas most fail. But every once in a while, comes along a product that changes the rules of the game and witnesses unprecedented success. This miniscule percentage falls within the realm of what we call ‘breakthrough innovation’. Scaling this summit is not easy but there are some fundamentals that can help you achieve this. The 'Breakthrough Innovation Report' is a deep dive into the competitive world of innovation in the fast-moving consumer goods space.
There are more than 600,000 villages, and granular data for many of them doesn’t exist, increasing the task of reaching the ones that offer the highest return. So the need of the day is market prioritization. So how do marketers make the most of these markets, create effective go-to-market strategies and effectively tap the bottom of the pyramid (read rural India) in such a situation?