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Talk by Marico Sales CEO at IIM Kozhikode Kozhikode, March 7, 2005: Mr. Pradeep Mansukhani - CEO Sales, Marico Industries Ltd. - delivered a talk on "Delivering Customer Delight Through CRM/SCM" at the Indian Institute of Management, Kozhikode on March 7, 2005. The talk was arranged by the Industry Interaction Cell at IIMK. Addressing a very interested gathering of students, Mr. Mansukhani outlined Marico's growth from a company with just a couple of brands in the early 1990s to 12 brands in 2004. The current competitive situation in the FMCG sector is such that growth in the top line is extremely difficult, thereby highlighting the necessity to squeeze efficiencies from the bottom line. It is in such a context that an efficient supply chain and a focus on customer relationships can pay rich dividends. Mr. Mansukhani pointed out that though most companies realize the benefits of putting in place an ERP (Enterprise Resource Planning) system, they fail to get an adequate return on investment. It is here that Marico has succeeded where many others have failed - the single most important reason for success being change management. Mr. Mansukhani contrasted the current supply chain with the situation 3 years ago wherein there were a lot of inefficiencies. By having a clear vision, putting in place a robust IT infrastructure and following it up with an intensive awareness and a training program for the 1000 plus distributors who are the primary customers, Marico has managed to put in place a system that is now paying off handsomely. The new system has resulted in synergistic and lasting relationships with the primary customers which is value adding and based on trust. Mr. Mansukhani also elaborated on the importance of innovation, international potential and market leadership as some of the important factors in Marico's successful business model. The lecture was followed by an enriching question and answer session, which shed light on many interesting aspects related to Marico Industries and the FMCG sector. Concluded. Click here to post your views/ comments/ experince on this... Contributed by - |
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