Bhupendra Raikar - If You Want to Be in Marketing, the First & Foremost Thing Is to Get Yourself to Grow From Scratch (Offline Marketing Head, Emxcel Travel Solutions Pvt. Ltd.)

Branding has always been around since many years. It was always branding that helped you identify the good from the bad, the team, the community that you chose to belong to identified itself with its individual branding communicated to sounds, colors, customs, beliefs, and values. The basics of branding have not changed in the last few years although the methods of achieving the goal have changed.

1. Tell us about your upbringing, background & journey.

I was born into a middle-class family. My Father was working with Philips India Ltd as a Section Incharge ( Lighting division ) & Mother was working with ABB India Ltd. I completed my Engineering diploma in computers followed by a PG diploma course in Marketing & Retail Management from Welingkar Institute of Management. I have 18 years plus experience in Marketing Management, Brand Management, Publishing, Advertising, New Product Launches, Consumer promotions, etc. I am generally a people’s man. 

2. How did you choose this field & what led you to rise to the highest echelons?

I am a totally extroverted person, my interest was in traveling meeting people with varied interests, attending events. I started my career with Indian express online ltd., handling sales & marketing for the western region, and thereon was in the publishing and advertising industry for around 8 years. I have worked with exchange4media(Launched impact magazine), Business barons, etc. Post that I wanted to get into the client's side to understand the nuances of Marketing. 

Fortunately, I got an opportunity to work with Landmark retail (Home center LLC) as a marketing manager – the entire UAE segment. I learned the nuances of Marketing here concerning the retail industry and thereon my journey as a pure marketing person started. Further on worked with Café coffee day as head of marketing for the west, Promart retail & now Emxcel Travel Solutions as head of offline marketing.

3. What advice do you have for people who want to rise in a corporate environment?

If you want to be in marketing, the first & foremost thing is to get yourself to grow from scratch. Ground knowledge is a must if you need to grow. Also, you need to have a mentor who can really guide you to reach your goal. You also need to be focused, product knowledge/service the organization is offering, your TG, Competitors knowledge is a must. Aligning yourself with other departments is also very important. 

4. How has branding changed over the years?

Branding has always been around since many years. It was always branding that helped you identify the good from the bad, the team, the community that you chose to belong to identified itself with its individual branding communicated to sounds, colors, customs, beliefs, and values. The basics of branding have not changed in the last few years although the methods of achieving the goal have changed.

For practical purposes, let us look at branding pre-social media and post-social media so that we stay relevant to the topic of branding in the context of commercial enterprises.

In the pre-social media era, branding was usually a monologue. It was expensive. One relied on mass media like television commercials, radio spots, print ads to depend on branding. 

Editorial coverage added to the possibilities but it was not easy to get regular editorial coverage.  It was therefore difficult for new companies with low budgets to invest in branding. And it was an undue advantage for bigger corporations who had heavy purses to brand themselves and grow. 

The emergence of social and digital media and social media has been a great advancement in the world of branding. It has given an equal opportunity for brands to market themselves. Being on social media it’s a great advantage for brands to reach their audience at a low cost.

5. How should one approach a new partnership for success?

Below are the few factors when you have success in partnerships

1. Defining a clear understanding between your partner.
2. Setting a common goal
3. Giving room to grow.
4. Be transparent & honest.
5. Be patient.
6. Common interests and motivation.
7. Ownership and control
8. Strategic alliances
   

6. What are your future plans?

To head a marketing function in an organization of repute. Would like to impart and share my knowledge of marketing to students who intend to make a career. Definitely would like to teach in college if I get an opportunity. Guide/mentor & help people. Travel around the world.

Bhupendra Raikar, Offline Marketing Head, Emxcel Travel Solutions Pvt. Ltd.

Interviewed By: Nishad Kinhikar