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Managing Brand Equity in the Digital Age: Croma’s Omni-Channel Retailing

Managing Brand Equity in the Digital Age: Croma’s Omni-Channel Retailing
case view, BRAND MANAGEMENT
ET Cases, 10 Pages
AUTHOR(S) : Dr. Nagendra V. Chowdary
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Product code: BM-1-0013B

Abstract

Ritesh is a student of human behaviour and its reflection in marketplace choices and the implications for products, propositions, brands and their communication. Over the last two decades, he has built a track record of creating new brands (Tata Docomo, Minute Maid), re-inventing legacy brands (Photon, Thums Up, Maaza) and  adapting global brands to Indian realities (Coke, Fanta, Sprite). As CMO at Croma, he is responsible for all aspects of demand generation – brand, communication,  media, insights, customer lifecycle management. He also manages private label, institutional business and property for Croma.

An alumnus of IIM Bangalore, Ritesh started his career in advertising and market research agencies before moving onto a marketing assignment at Reckitt Benckiser. Ever restless and seeking the thrill of a new challenge he has worked in 10 organizations across FMCG, Telecom and Retail. His two longest and most remarkable stints have been at Coca Cola India and Tata Docomo.

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