O'Reilly logo

Marketing to Win by Satish Mehta

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

CHAPTER SEVENTEEN

Unlocking Latent Energy

Always keep your eye on the ball, and keep it in play.A dictum of ITC’s marketing division

MY FIRST CONSULTING JOB

I received my first significant consultancy job with VST Industries (VST) to assist them in their function of marketing of cigarettes. At that time, the managing director of VST was Raj Sujan, who had worked several years ago as a member of my team in ITC. The non-executive chairman, Monu Basu, was also known to me as we were together on the board of ITC. The marketing director of VST had just retired and this position was being directly looked after by Raj.

STATE OF AFFAIRS AT VST

Over the last five years or so, VST’s market share had slipped by about five points; its volume had shrunk ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required