'You Can't Just Import And Sell, India Is Different From China', Ft. Urvi V, Kohler, Ex-ITC

In Part Two of this conversation, Urvi Ved, talks about her Management Trainee stint at ITC Ltd., to joining Mondelez to work in her dream profile and later making a switch from a sales role to a marketing role at Kohler.

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From having to wake up at 4 a.m., to commute to Belgaum (Belagavi), to travelling on two-wheelers to visit general trade stores, Urvi learnt the way sales happen, on-ground. The insights she thus gained into consumer behaviour and grassroots operations, became invaluable in her career, later.

Urvi worked on an app aiming to improve sales channels processes, back in 2011 when apps weren’t the talk of the town. But Urvi had always wanted to be an Area Sales Manager, and when Mondelez presented that opportunity to Urvi, she leapt at it without a second thought.

As ASM for Delhi in Mondelez, Urvi had to defend Mondelez’s position as the market leader, while pushing a then new product, Cadbury Dairy Milk Silk in the market. Recognising the trajectory of her career, Urvi realised it was time to make a switch.

She joined Kohler as Head of Marketing and Brand Communciations. Urvi dives deep into discussing the way home-owners interact with brands like Kohler, and gives unique insights about consumer behaviour in general. Listening to Urvi talk passionately about her journey will surely fill you with hope to pursue your own passions. Stay tuned for more such interesting Konversations.

Some highlights:
To have an insight into Consumer Behaviour, one has to explore the heartland of India.
When things seem to be going out of control, it’s better to focus on your own Locus of Control.
Understand the context of a problem instead of applying one-size-fits-all solutions.
Marketing strategies depend on whether you’re trying to carve a space for your product or defend it.
Homes, represent the culmination of all of our life’s efforts and accomplishments and hence becomes an important way to express identities.
0:00 Highlights
1:09 AltUni Digital Marketing Cohort Three
1:38 Recap of Part One
2:06 The on-ground Sales Hustle in a small-town
5:37 Developing an app before the smartphone revolution
6:45 Switching to Mondelez for a Dream Role
8:22 Dominating the Chocolate Market with Silk
10:39 Joining Kohler to switch to a Marketing Role
12:48 Heralding Kohler's growth in India
14:23 Home: A culmination of Personal Identity
16:35 AltUni Programs and KlubAltUni
17:22 Doing business in a no-repeat-customer segment
18:28 Figuring out one's calling
20:14 Luck versus Preparation
20:48 AltUni Digital Marketing Cohort Three

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