COMMENTARY
INTERVIEWS
SPECIALS
CHAT
ARCHIVES

'Prepare new corporate strategies for next century'

The Paris-based renowned corporate strategist and brand-builder Shombit Sengupta today said that it was necessary for Indian companies to devise new corporate strategies and exercise brand building activities to face the global challenges in the next millennium.

Sengupta who was in Bombay on a business trip, told reporters that his idea is to exploit any company's inherent strengths, their core competence and core values and exploit the market. He coined the corporate expression as the tree of life which has three basis elements, the root -- key values, origin and knowhow of corporation; the trunk -- industrial capacity and life of corporation; and the fruit -- product, brands, consumers and shareholders.

The artist par excellence, who owns the Shining Strategic Identity, said that often a misaligned root-trunk-fruit configuration thwarts the corporation's ability to move in one direction, making it non-competitive, even non-profitable.

Sengupta, who had devised strategies and brand building activities for Britannia, Lakme, Marico and Wipro and is also negotiating with other companies. He added that his company, which has a team of experts, discovers company's core competence and its development potential.

In the Britannia exercise, Sengupta transformed a very industry-oriented corporation for a diverse population into a new corporate and brand strategy in 1997. The 'Eat Healthy, Think Better' image created a diversified, dynamic food company with a new spiritual vision for the next century. Sengupta's company also promoted the Tiger-brand biscuits in the rural areas.

EARLIER INTERVIEW:
'Indian companies fail to understand the importance of brands'

UNI