How did you enter the world of marketing? What were the challenges that you faced?
Pankaj Jain: I joined Action Group without a formal interview, since I am a close relative of the CMD. I had to work hard to prove myself to my seniors, and my juniors. It was a personal challenge and here I would like to thank my parents for their enormous confidence in me during those tough early years. It is their belief in me that helped me face the challenges with courage and confidence.
What are the unique aspects of your marketing and branding strategy?
Some of the key factors that have helped the Action brand stay ahead of competition is constant innovation and great quality combined with reasonable prices. We follow very strict quality control measures, which has proved to be a very important factor in establishing our brand in the market.
Some of the key factors that have helped the Action brand stay ahead of competition is constant innovation and great quality
combined with reasonable prices
What according to you are the characteristics of a strong brand? Your advice on how to build a strong brand?
If there is always a shortage of stock in spite of a consistent growth in your production capacity – that is the sign of a strong brand. So when you find demand out-stripping supply you know your brand is doing good.
Always be faithful to your consumers and deliver what you promise if you want to build a strong brand. Their blessings (repeat purchases) will open new horizons of success.
Has the age of the Internet changed the way we build brands?
The Internet has only made it easy to identify the requirements of the consumers. It has not really changed the way we build brands.
Has the Internet changed consumers? Has it made them more prices sensitive, less loyal, more demanding?
The internet has made the consumers more eager to see more and more products on the screen only and it provides a lot of material for gossip among friends and like minded people. While the internet has also created a price war I believe ‘price sensation’ does not matter to the sincere & actual buyers.
How challenging is it to build a brand in the very diverse Indian market place?
Every market is challenging therefore to remain a front-runner in your field you need to keep an eagle eye on the day-to-day developments in your area. Print and electronic media play a major role in building the market but seldom do they help in building brands.
Brands you admire and why?
My Action brand is the best among all brands of footwear of national & international fame.
Complete the sentence “The future belongs to ……………”
The future belongs to creativity & innovation.
