In these evolving times, where technology has revolutionized our way of living to new research mechanisms, companies have realized that Total Addressable Market (TAM) is not just about the country of origin but that of every consumer that has similar product needs and wants. Indian companies have now taken the plunge to open their operations and businesses at a global stage and have captured significant market shares also. These strategies and plans have been often a collaboration between employees from India and the local employees, where both entities have a crucial role to play in the success of the product and hence opening doors for career in International Marketing. One such experience happened to Harshith, an NMIMS alumnus, when he joined Asian Paints.
Working at Asian Paints Global:
Asian Paints is one of the few companies which gives you an opportunity to work in the international team right after graduation. Harshith believes his experience at Deloitte Digital, working with international clients and the project during his internship allowed him to be picked up for the international team. He believes it is definitely a team every graduate student should look out for, when they are choosing a company, as it indeed bolsters your learning in the field of strategy and marketing.“3 months into my MT stint, I was posted as a Marketing Manager for South Asia Products and it has been a treasure chest of learning”, says Harshith“A unique challenge presented to me as a marketing manager was to strategize pathways, product ideation, and scale brands in three unique markets (countries), where in one Asian Paints is the market leader, and in another Asian Paints is a market challenger, and in the third country where top three players have equal market shares. Each country gives a different dimension towards how customers perceive products and what strategies need to be taken by the company,” continues Harshith. However, a golden rule for an international marketeer is that anything which has worked in one market doesn’t ensure success in all others. The product life cycle repeats. However, one would enrich themselves by learnings and pitfalls experienced from other markets.
What it takes to build a Career in International Marketing:
International Experience is NOT mandatory:
At Asian Paints, the intent, and interest supersedes relevant experience. The company extends their support in providing a platform for the employee who wishes to make a career in this space.
Collaboration is key:
Being in different places, time zones, ecosystems collaborating with each individual and team is the most important factor for an individual to thrive. Asian Paints supports and promotes this through its core values. We empathize with each team’s way of working.
Curiosity takes you places:
There were days when I used to just sit and stare at the sky from my hotel room trying to think of a creative for promoting décor. Behind managing a million- dollar brand, there needs to be a lot of research not just from product front, but even from that of the culture and beliefs of the people there. All 4Ps are very differently embedded in each country and they are different from your own country. Every aspect from pricing, preferences, to post purchase experience are analysed before you implement them in the international markets.
Unstructured to Structured:
Initially when a problem is identified or a hypothesis is made, it is important for a marketeer to first get a structure out of it. It would help any candidate who’s looking for a role in marketing. So, if you feel, you are ready to take up challenges thrown at you at the international markets and see yourself growing in such a space, be part of the Asian Paints journey.
Global Footprint of Asian Paints:
Since its foundation in 1942, Asian Paints has come a long way to become India’s leading and Asia’s third largest paint company, with a turnover of USD 2.8 billion. It operates in 16 countries with considerable presence in South Asia and the Middle East and has 26 manufacturing facilities in the world, servicing consumers in over 60 countries.