Local Memoirs Of A Global Manager Gurcharan Das
BY GURUCHARAN DAS
Guru CharanDas His birth His entry into Vicks vapor rub company Think global and act local “Love to the nation”
One – Pointed Success
Richardson Vicks Indian headquarters, which turned out to be a rented hole-in-the-wall with a dozen employees. Focused on making Vicks a household name in India. The company focused on one thing i.e., creating, retaining and satisfying consumers. Concentrating on one’s core competence thus was one of the first lessons he learned. He believed that tomorrow's big companies will mainly indulge with small decentralized units to focus on particular markets and customers.
How Gurcharan Das got the idea to advertise Vicks.
On Taking Ancient Medicine
--- Chemist and Pharmacists . --- Production decreased, Wages increased. --- Profit fell to 2% of Sales.
--- Realized Vicks Products were all Natural, Herbal Formulas. --- Changed the Govt registration from Western Medicine to Indian Medicine. --- Delhi Govt were impressed about the element in the product and gave the new registration.
--- Built New Plant near Hyderabad. --- After tax profits rose from 2% to 12% of sales. --- R&D Centre was established.
Of Chairs, Armchairs and Monsoons
Geographical Segmentation North – South Listen to and respect the market. “Better to build on your strength than try to and correct weakness”.
The company as positioned the product as in the consumer mind as “ COLD RELIEF BALM". Its unique function was to relieve colds. Vicks Vaporub (natural cough liquid) Vicks Hot sip (cold & cough)
Another factor for success was introduction of cheaper prices – 5 gm – 10cents (40% volume) The tins were positioned for... [continues]
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