Building a Future-Forward Marketing Department: Innovation and Growth

Rishikesh Kane, Assistant General Manager-Marketing, Brother International (India), is focused on driving growth through innovation and customer-centric strategies. Rishikesh outlines a clear vision for the marketing department, emphasizing the importance of increasing market awareness while continuously exploring new initiatives.  He says, “Our long-term vision for the marketing department is to consistently increase market awareness while actively exploring and implementing new marketing initiatives. These efforts are aligned with our overall business objectives, particularly in driving sales growth. We have recently introduced WhatsApp support to reduce the time it takes to address customer complaints, streamlining the resolution process.We have also introduced TouchCentres at retailer locations across India. These demo centers allow customers to interact with and better understand Brother Machines before making a purchase. With over 250 TouchCentres now established, we are making it easier for customers to explore our products and make informed decisions. Our key strategies for building and maintaining a strong brand identity include conducting thorough market research, analyzing and engaging our target audience, and closely monitoring our competition and value proposition. These efforts help strengthen our brand’s presence and popularity in the market. Additionally, we focus on consistently communicating the characteristics that define our brand, such as quality and reliability, across all channels. This approach creates a positive reputation and builds trust with our consumers.”