Friday, March 29, 2013

Guest Lecture by Mr. Tushar Murdeshwar

Johnson & Johnson, manufacturer of household brands like – Johnson’s Baby products, BandAid, Savlon, Benadryl, Listerine, Stayfree and many more, is a 126 year old American company specialised in medical devices, pharmaceutical and consumer products. 

On March 25, 2013, SIMSREE students welcomed their alumnus (’93 batch) Mr. Tushar Murdeshwar - General Manager (Head of Marketing), Johnson & Johnson - to share valuable insights on “Brand Management in FMCG and Pharma sectors with respect to Johnson & Johnson” 

Mr. Murdeshwar started with the basic difference in marketing a pharma product vis-à-vis a FMCG product. Students learnt different schedules in pharma industry and how companies market products in each schedule. He elaborated the history of Benadryl and why its marketing was changed over the years from direct-to-doctor to direct-to-consumer. The effect of advertising the product was also shown with the help of a sales/prescription vs time graph. 

Mr. Murdeshwar explained in detail how pricing of an FMCG product depends on the channel through which it is sold. Indian shampoo market was taken as an example to show how shampoo usage differs across India and how marketers decide their strategies accordingly. He shared Johnson’s baby powder example to explain how changes in price affect consumer’s perceptions. 

While answering queries asked by students, Mr. Murdeshwar threw light on role of retailers in marketing any product. He compared the life of an MBA student with brand building and discussed how marketers go about launching a new product. 

The students truly had a great experience as they got insights on brand management. The learnings from various examples helped them understand the corporate reality.


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