Orienting a new way of marketing

Heralded in the industry as the man with the midas touch, for whatever he has touched, be it product lines and concepts related to water or design driven lighting systems, has turned into gold. Rajesh Mehra, Director, Marketing, Jaguar enlightens about the Indian shower and bath systems industry as he is highly revered by one and all.  

Shubhra Saini (SS): What are these Orientation Centres all about? What is the purpose of setting it up? Whom are you targeting for these centres?
Rajesh Mehra (RM): Jaguar is pioneer of this concept in India, it’s a step forward by us to give an indispensable service to the customers. We want our customers to have touch and feel experience of our products. We have opened these centres so that our customer gets information about the products, and then they can even see these products in its live working mode. These centres are for everyone, it’s a one stop solution, where everyone can come and plan their requirements.  

SS: Has Jaquar ventured in retail. If no, is there any such plan?
RM: Basically we are just manufacturers and it is our marketing policy that we won’t be doing any dealing directly with customers, thus we are not into retailing. We have 2,000 dealers across India and we sell our products through them only. But we create customer base for them.  

SS: What is Jaquar’s marketing strategy to promote this brand?
RM: Orientation centre is our latest marketing strategy to promote our brand, apart from it we have a dedicated team of sales people who get in touch with architects and builders to educate them about benefits of our products.  

SS: Are you present in the international market? If yes, how are you making the foray?
RM: Yes we are very much present in the foreign markets but not in a very big way. But we are trying our best to make this brand global, but it will take us time to make our presence felt at international level.