18 July 2017
In the rapidly changing business world, it is very important for management professionals to keep in touch with the practical world. In order to appreciate the link between theory and practice, MATS Institute of Management and Entrepreneurship (MIME) has initiated a platform – Insights for industry practitioners to discuss current industry practices with faculty and students.
Under the auspices of 'Insights', MIME organized an interactive talk by Sri. Shankar Sundararaman, Global Head, Retail Excellence, Royal Enfield (India), Pvt. Limited, Gurgaon on 18 July 2017. Sri. Shankar Sundararaman is an experienced professional with two decades of experience in the field of Marketing and Strategy Formulation.
In the talk, the speaker highlighted the history of Royal Enfield and its transformation from a difficult period of early and mid-nineties when the company was continuously incurring losses and was finally taken over by the Eicher Group to the present period of healthy growth.
He stressed upon the role played by the emphasis on "Retail Excellence" in this transformational journey. In his inimitable style, the speaker brought about the application of concepts of "efficiency" and "effectiveness" with respect to marketing processes. He said that such an application would facilitate to map and create a continuous stream of delightful experiences with respect to each moment of contact by the customer with the company, which is termed as "moment of truth". He elaborated how Royal Enfield benefited from the application of the technique of "moment of truth".
The interactive industry talk was followed by a Q&A session. The students, faculty, and the MIME staff actively participated in the talk.
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