Besides being hailed as the father of marketing as we know it today, Philip Kotler does have an incredible knack for saying a lot in a few words. He aptly illustrated this when he once said, “Marketing takes days to learn. Unfortunately, it takes a lifetime to master.” As 4Ps Business & Marketing celebrates its blockbuster 100th issue, we decided to pay an ode to the people who represent outstanding success and spectacular achievement in the marketing arena. In this rare collector’s issue, some of India’s best marketers reveal the spectacular highs in their careers and companies that they will cherish forever...
Vipin Tuteja
Executive Director, Marketing, Business Support & International Business, Xerox India
Till some years ago, many streets in India carried a billboard ‘Xerox here’, making Xerox synonymous for photocopying. Since then, Xerox has evolved and transitioned many revolutions. A key milestone was the brand and image repositioning we undertook two years ago where we unveiled a new brand identity to a brand more relevant for businesses, less formal but a lot more lively. Integral to the solutions approach was to understand customer needs better and use every communication to bring out the enterprise management solutions. We launched multiple products and solutions portfolio in India and made inroads in large enterprises and various industry verticals. Even though the journey continues, the toughest part of this journey has been achieved and will be a moment to cherish in my marketing career.
Vipin Tuteja
Executive Director, Marketing, Business Support & International Business, Xerox India
Till some years ago, many streets in India carried a billboard ‘Xerox here’, making Xerox synonymous for photocopying. Since then, Xerox has evolved and transitioned many revolutions. A key milestone was the brand and image repositioning we undertook two years ago where we unveiled a new brand identity to a brand more relevant for businesses, less formal but a lot more lively. Integral to the solutions approach was to understand customer needs better and use every communication to bring out the enterprise management solutions. We launched multiple products and solutions portfolio in India and made inroads in large enterprises and various industry verticals. Even though the journey continues, the toughest part of this journey has been achieved and will be a moment to cherish in my marketing career.
For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2010.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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