Authors Posts by Poorva Bajaj

Poorva Bajaj


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Can you speak about your brand’s target audience? is a Peer to Peer Lending platform which connects lenders and borrowers and enables online loan transactions between them. Hence, one set of customers, i.e. lenders, are individuals who have surplus funds and want to invest them to earn returns which are better than other options. Our other set of customers, i.e. borrowers, are individuals who require funds and are willing to pay an interest to have access to the funds. For lenders, we target High Net Worth Individuals, largely 35+ years of age with a minimum income of Rs. 30 L per annum. For borrowers, we target salaried/self-employed individuals in the age group 25 to 45 with an income above 4 Lakhs p.a.

How do you go about measuring your marketing objectives? What metrics do you track?
We have multiple metrics we track. Since our major thrust is in digital marketing, we track metrics like Impressions, Clicks, Visits, Click through Rates, Relevance scores, No. of Leads, Cost Per Lead, Cost per Conversion, Social Media sentiments, Competitive benchmarks etc.

Given your experience, how have you been leveraging traditional mass media advertising over digital marketing? What has worked and why?
We have done a few experiments on mass media and concluded that for our current scale of business operations, mass media is of little incremental value as the audience we are seeking currently is also online and we can find them and service them online. Once we start running out of scale on digital marketing, then mass media would make more sense.

On leveraging traditional advertising (Newspaper, Radio, TV) for your brand, can you share best practices to follow with regards to media planning?
One has to look at the scale of business operations and growth objectives while trying to evaluate traditional advertising. Leveraging traditional advertising has much longer gestation periods for creating impact. This has to be kept in mind. At least 3 months of work is required before you can look at creating impact with traditional media. If you want to create a brand with the help of traditional media, you should keep in mind that it is a long-term strategy and requires sustained media spends. You should also look at Reach-Frequency- Impact in relation to your target audience while creating your media plan. A key thing is to remember the roles of the different media, e.g. Radio is more a reminder medium and Print/TV help to create impact. Traditional media is also innovating and now there are also new-age options available eg. Amagi which help you to leverage media like TV online.

How have you executed your media buying across traditional media? Have you leveraged any strategy successfully towards driving the lowest Ad rates, and hence improve marketing ROI?
We have only done a few experiments and not done any large-scale media buying on traditional media.

Peer to peer lending (or P2P lending) is one of the most innovative financial products of recent times. It enables credit-worthy borrowers to lower their cost of loans and individual lenders/investors to lend directly to their peers and community thereby earning higher returns.What we at essentially do is provide a virtual marketplace where borrowers and lenders can interact directly, without having to go through the traditional financial intermediaries like banks, who have become such behemoths in today’s time that they dictate all terms and conditions for both borrowers and lenders.

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Hello, Interns!
You expect to gain a lot from your internships. And rightly so, It takes your career to a different level altogether. Maybe to INDIABULLS..!!
If you choose so, do not give this article a skip.

Can you give us a brief introduction about your current role (current job responsibilities, describe your role)?
I currently work as an Assistant Marketing Manager – Institutional Business at Indiabulls Asset Management Company Limited, a part of the Indiabulls Group. The company has been established as a Trust with Indiabulls Housing Finance Limited as its Sponsor, and Indiabulls Trustee Company Ltd. as its Trustee.
At Indiabulls AMC, I’m responsible for the generation of marketing strategies through planning and research on various factors such as pricing, competition, market research and recent trends. Ideation and execution of marketing efforts during festive events and creation of relevant, high-quality content for marketing literature are a major part of my role.

Can you walk us through your career journey (education, internship, job)?
My journey as a Management student started off with a Bachelor of Management Studies in Marketing and Finance in 2011.
In my first year of college, I interned as a copywriter with Percept/H, an advertising agency. I was fortunate to have worked on copy ideas for Pantaloons, aLL (A Little Larger) and Ditto TV. The internship gave me an overall idea of how an ad agency functions.
During college, I volunteered at CRY (Child Rights and You) and the Akanksha Foundation. At CRY, I helped with research on the Right to Education. At Akanksha, I volunteered for an entire year, teaching Science, English, and Art to students from the 6th to the 10th standard. That year spent with the children at Akanksha was the most touching and humbling experience for me.
After my Bachelor in Management degree, I worked with Poddar Advisory and Consulting – a part of The Poddar Group as Digital Marketing Executive. I was responsible for the online brand reputation of the startup education division. My responsibilities involved developing the brand’s social platforms and influencer outreach efforts, creation and publishing of content and monitoring Social Media metrics. At Podar Advisory and Consulting, I also conceptualized and launched a quarterly newsletter series for the education division which was a success in India and overseas.
I began my Master of Business Administration at Xavier Institute of Management and Research soon after and pursued Marketing. The journey has been well worth the long hours, extensive classroom training and various assignments. For our summer training, I had the opportunity to work at Tata Motors Limited in Marketing Communications. At Tata Motors, my project was to come up with a plan for the SUV segment across various marketing medium.

What skills do you believe one needs to master, to land a marketing job in your organization?
Marketing is all about dealing with human beings. One must possess great communication skills and an understanding of how humans function, to be able to succeed in this field. People skills, coupled with the ability to consistently innovate, is important.

Given your experience, how have you been leveraging traditional mass media advertising over digital marketing? What has worked and why?
My experience has predominantly been in the digital space. Digital marketing has a wider reach. In my experience, Social Media Marketing works because everyone has a smartphone, everyone is on Facebook, Twitter, Snapchat and Instagram (and the plethora of other platforms) and no one wants to miss out on the next new trend.

On leveraging traditional advertising (Newspaper, Radio, TV) for your brand, can you share best practices to follow with regards to media planning & buying?
I haven’t worked in traditional advertising.

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If Marketing is your passion, you should definitely be passionate about marketing stories. We bring to you a very inspiring story on how to pave your way into Marketing.
Unveil the challenges and set your journey straight.


Please give us a brief introduction about current job role?

Coming to my current job I am working as a Marketing Research Analyst at F&V Agro LLP, Mohali. Coming to my project in the company, I am working on the strategy for enhancing market share of PEPSICO beverages – penetration and visibility in outer territories ( our company is an intensive distributor of Pepsi ) so I am working on the strategies to increase market share and determine the strengths and weaknesses. Furthermore, I also look after the fleet management of the company as I am very good at logistics. For fleet management, we have installed black box device in our cars to maintain their daily status

Can you walk us through your career journey?

My journey started on 5th September 1995 when I was born in a business family in a small town Yamunanagar, Haryana. Coming to my primary education I did it from Sacred Heart Convent Senior Secondary School Jagadhri. This was the best phase of my life – full of fun. I was always an average guy in studies but very good at organizing events and sports, I have been a state level football player as well but my life took a drastic turn because I changed my medical line to management line. I was a science student and I did my undergraduate from DAV College, Chandigarh in Biotechnology ( quite interesting was my journey from Biotech to MBA). The love for MBA started when I was 19 years old and I met Bulls Eye director Mr. Hirdesh Madaan. It was that time he suggested me to open a venture and in the next month, as I was very good at sports and gymming so coming from a business family, I started my own business THOR NUTRITION this deals in all the supplements and dietician services. This was the time when I realized that I have to learn a lot about management to become a great person, so after this step, I decided to enter into MBA and I got admission into Thapar School of Management with 50% scholarship. The college was located in outskirts; I have seen myself struggling and other students struggling with the diet so I came up with a fruit and shake parlor in college called FRUIT COCKTAIL. My life has been an interesting story and I would always say that never stop learning and please take risks to succeed.

What are the skills required if one needs to master, to lead a marketing job in our organization?

 For me, there are various things which are required to do a marketing job in not only my organization but in every organization:

  • Good communication skills ( most important, one must invest time in it )
  • Be patient
  • Great team worker
  • Grab ideas from everywhere
  • Creative
  • Ambition to succeed

Given your experience, how have you been leveraging traditional mass media advertising over digital marketing? What has worked and why?

In my view, I find digital marketing far better than traditional mass media advertising because traditional mass media advertising has various negative effects

  • Hard to target customers
  • Not data friendly
  • Expensive
  • Non- sustainable

So in my view, Digital Marketing is increasing day by day and you have to go with the latest technology to succeed because the competition in the marketing is growing at an enormous rate so to make any organization market share grow one has to focus on digital marketing because it has a better outreach.

For leveraging traditional advertisement of your brand, can you share best practices?

First of all, for a Marketing person, you need to have the traction(quantitative evidence of market demand). Coming to my latest company , I am working on project withPepsii,  so as we all know Pepsi spent a lot on traditional mass advertisement because in such a high population to maintain penetration and visibility in each and every market is a difficult task, that’s why digital marketing has come as a powerful tool because it helps to grow on a wider scale and is cheaper also, the best practices which anyone can follow ( that is who don’t have money for brand ambassador)

  • Post ur post on social sites
  • Boost up and share your post
  • Tie up with digital marketing companies

It was nice stating some part of my life and at last I want to say that one must follow these steps to succeed

  • Be visionary; see beyond
  • Invest time in communication skills
  • Perform with a purpose
  • Develop a perspective
  • Grab ideas from everywhere


F&V Agro LLP is focused on Food and Beverages distribution. By optimizing operations using IT solutions to connect people and processes to achieve Sales Targets in competitive business environment. Our business approach is to retail quality goods at competitive prices. We endeavor to minimize our operating costs in several ways such as employing an efficient logistics and distribution system and maintaining a strong focus on product assortment to minimize inventory build-up, supported by efficient store operations.

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Fond of good pens?
Want to work in the Pen Industry? Lexi, for sure!
Ride through this exciting journey of one of the pillars behind Lexi.manav-gandhi-lexi-pens

Please give us a brief introduction about your current role.

This role gives me the opportunity to develop and start new markets in African Continent and also Lexi is present in more than 67 countries around the world. To start a new market for my organization, finding a potential importer is the first and the foremost task who specifically imports stationery/FMCG products.
Next responsibility is to help the importer by finding further distributors and wholesalers and make the distribution
The above responsibilities require us to visit frequently into those new markets/countries and make the channel smooth.

Can you walk us through your career journey about your education, internship, job, etc?

I graduated from IHM Chandigarh and worked for almost a year in Domino’s Pizza as an Assistant Manager of a Restaurant. Post that I completed my MBA from SIIB, Pune during which I interned at Purple Talk, Hyderabad for 2 months. From April 2017. I joined Lexi Pens as Market Development Manager.

What skills do you believe one needs to master to land a marketing job in your organization?

  • Excellent communication – The Sales and Marketing job requires this as the most important skillset.
  • A sense of Humor – If seriousness is the issue, you can’t land up in this organization.
  • Language flexibility – While traveling in different cities of Maharashtra/Andhra or to a country in Africa where very few people understand English.

Given your experience, how have you been leveraging traditional mass media advertising over digital marketing? What has worked and why?

Lexi has a big brand name in the country, and the organization focuses on distribution as its USP. The trade discounts are the main spending for the Lexi brand and there is less focus on Mass media advertising and digital advertising.
On leveraging traditional advertising (Newspaper, Radio, TV) for your brand, can you share best practices to follow with regards to media planning & buying?
Like I said, Lexi focusses on distribution as its USP. Hence, less focus on Mass Media and digital advertising.

Lexi Pvt. Ltd. was incorporated in India in the year 2001. Since then, Lexi Pens has grown into a company exporting high-quality pens to over 50 countries around the world.An ISO 9001:2008 Company certified by TUV NORD, Germany; Lexi Pens is a CRISIL financial rating A-graded company.


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  The Media industry is continuously evolving and developing newer techniques to give brands the maximum exposure. Every agency works in to create and execute...