Guruprasad Puranik

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Marketing

My ‘Avoid Stupidity’ Checklist for New Product Launches

Over the years, i have developed a simple checklist to minimize failure rates on new product launches. Here are some of them from a consumer products perspective. 1. Secure marketing $$ commitment for the first 2-3 years. New products need intense marketing and distribution support at launch and up to 2-3

Why Did P&G Choose Its New CEO From Finance Instead of Marketing?

Procter & Gamble doesn't hire CEOs who never worked as brand managers. Yet, for the first time, the new P&G CEO is someone who has risen through the company's financial management ranks. Is it a routine promotion of a corporate veteran, or is there

Jobs to Be Done (JTBD) – A Marketer’s Perspective

Clayton Christensen, the late author of The Innovator’s Dilemma and former HBS professor, wrote the hugely popular Know Your Customer’s “Jobs to Be Done” in 2016. While I love the focus that JTBD brings on the customer, here are a few things which bother me: * Faulty assumptions: The

Getting the Best Value Out of Your Net Promoter Scores

“On a scale of zero to ten, how likely is it that you would recommend [brand or company A] to a friend or colleague?” Chances are you have been through a survey like this. Net Promoter Score (NPS), which this question tracks, is ubiquitous and, as of 2020, was in

Are Saber Tooth Cats Still Alive? ... When Kids Discover Voice Search

Walking into our living room the other night, I got the shock of my life – I could hear my 6-year old… “How much time to Neptune and back?” Who is he talking to? And then, a response,” According to…It took Voyager-2 twelve years to reach Neptune” He had discovered

Is your website really designed for your user? Think again.

Mac OS has a 15.6%* share of the June 2021 desktop/laptop market. So, roughly 84% of your desktop/laptops users are on PC (not Apple). Now think of the design community creating your online visual experience. Most web/graphic designers use Mac. What does that mean? Your designer

The Marketer is dead. Long live the Marketers!

Marketing as we knew it has fragmented and hyper- specialized. The impact of technological changes and now Covid-19 has ensured that there is no going back. And that has implications for traditional Marketers as well as users of Marketing as a skill set or function. Even a few decades back,