FICCI Ladies Organization's Interactive Session with Tanya Dubash

Godrej Group's Executive Director and Chief Brand Officer, and the lady who is responsible for reinventing the Godrej Brand Tanya Dubash interacted engaged FICCI Ladies Organization members with an interactive session on Successful Brand Positioning and the brands that rise and get going. Ms Neeta Boochra, National President FLO also graced the function held in Hotel Taj Krishna on Tuesday afternoon.

Welcoming the gathering, Ms. Monika Agarwal, Chairman of FLO Hyderabad said, you've burlt an amazing product, solved a critical consumer needs and are ready for sales. But how do you create your brand. Creating a strong brand is a big challenge faced by entrepreneurs and startup businesses she said and added that some companies seem to have a bit of magic when it comes to grabbing attention and establishing themselves as fan favourites. Of course, that1'magic" doesn't just happen by itself. Somehow these brands have figured out how to work their way into customers' hearts, minds and wallets. Godrej is one such magic brand which has always stood miles ahead of other brands in all its products' range. Hence we thought it was best to understand from Tanya how to weave this magic especially since under her guidance Nature's Basket has emerged as such a strong brand in such a short time frame.

Every successful brand stands for something fundamental—an underlying bedrock idea or principle that at every turn supports a company or product. Positioning is a key market strategy, aims to make the brand occupies a distinctive position, relative to competitive brands in the mind of the customers. This foundation platform is positioning, and without it a brand can have no traction. Successful positioning rejects conformity. At its best, positioning elevates a brand above the fray so that people can't help but take notice. The human brain instinctively looks for things that are different and unexpected. So a brand that stands in stark contrast to its competition will attract people's attention and have a distinct advantage in the marketplace.

Differentiation provides needed contrast and helps people make choices. So stand tall—make it easy for prospects to choose you! A company can survive without positioning. In fact, most businesses eke out a modest existence. But branding isn't about survival, it's about "trivial"—creating a lasting emotional connection with customers that fuels reputation and growth. And positioning is where it all starts. Establish great positioning, and your business will have the stored energy it needs to grow and flourish. Participants can hear it all from an expert-Tanya Dubash, informed Monika.

Nearly 200 members of FLO members gathering to hear Tanya. This is one of the few and rare opportunities nobody would ever like to miss informed Ms. Monika Agarwal. Tanya is credited with the changing perception of the Godrej Brand making it youthful and bringing in a high level of emotional intelligence to the company. The 117 years old Godrej Company could be so well connected to the youth of the nation shows the abilities of Tanya.

An alumnus of Brown University and the Harward Business School, Tanya's work is highly visible in terms vibrant Godrej logo redesign and campaign starring Amir Khan helped the company to bond and connect with young India said Monika.

Tanya Dubash — the eldest daughter of chairman of the Godrej group Adi Godrej — feels her father has had a huge influence on her life. She always tries to connect with youngsters through her new initiatives or ventures. Tanya is a Director on the Boards of several Godrej Group companies including Godrej Industries Limited, Godrej Consumer Products Limited and Godrej Agrovet Limited. She is also the Chairperson of Ggdrej Nature's Basket. She heads the Strategic Marketing Group (SMG) that guides the Godrej Masterbrand and portfolio strategy, and chairs a Marketing Council comprising of Group Marketing Heads.

An in house magazine "Connect" will also be unveiled during the function