Living a life in the era of technology and internet, we as a student come across some truly fascinating teaching methodology, which is engraved in our mind. As a result, a similar personality and style are expected out of the current system of teaching. Very little we realize, no matter how efficient our modern Indian teaching evolve, the classroom ambience cannot match the level of greats like Philip Kotler, C.K Prahalad or Michael Norton.
That Day
On one gloomy morning, we were expected to attend Marketing Management Class and most importantly, professor was hoping that students will be well prepared with the case of Coca-Cola.
Interestingly, to my surprise, I was thoroughly prepared with the case. In fact, I was so blown away by the topic that I even watched a video of a class discussing a similar case in Harvard Business School.
Hoping of some out of the box teaching methodology, I entered the class. To our surprise, our Marketing Professor Miss KumKum Bharti entered the classroom with all her four different plastic classes on a stand.
Circus of Marketing Fundas
We could sense, this class is going to be something different. That day, she was effortlessly moving around her territory (class) with a fire in her belly and storm in her eyes. We could see the excitement on her and feel it in her voice. Strangely, the class responded to her with equal enthusiasm. She took us to the undiscovered territory of the emergence of carbonated drink industry and how marketing fundas of all great Marketing gurus and pundits fit into the evolution of the industry.
When we thought, the class teaching has hit the top notch and expected it to dip in coming minutes, it took a drastic turn and there entered the mysterious stand, that was till now, feeling isolated amidst the blissful environment.
The Twist
To teach us the brand differentiation and value benefits provided by each carbonated drink brand like Pepsi, Coca-Cola, Thumps Up, and RC Cola. She invited four students to come forward and take a sip of any one of the containers kept on the stand. Each student was expected to predict the brand. It was that day I realized how different each brand is from each other and how different is their tastes. The class took another turn and juggernaut went to consumer behaviour towards different value, benefits brand promise and how the consumer perceives it. Also, how the marketing communication in form of promotion campaigns totally depends upon the perceived value of the customers.
Alas! The clock did not let us continue to further dig deep into the case and unfortunately, Professor has to stop (for the first time, we didn’t want this happen, but it did). At last, deservingly, both professor and students exited from the room with a lot of wide smiles and chatter than usual gloomy and tired faces.
The Aditya Birla Group Company I would like to work for:
If provided opportunity in Aditya Birla Group, I would love to join Aditya Birla Fashion & Retail.
It will help me to get associated with brand like Allen Solly, Louis Phillippe etc. Most importantly, the booming industry of fashion retail will help me grow in the field of Retail Management, Consumer Behaviour, strategies associated with it, proactive methodology, efficient forecasting and customer service management, which helps an individual in every job on offer.
In addition, the market that promises to a year-on-year growth of 6% until 2023 will provide many opportunities to learn, earn and grow professionally in corporate world.
- Gaurav Gupta