Human Aspect & Relationships Hold Utmost Significance In Marketing: K.J. Jawa
Perfect execution of an imperfect marketing strategy can yield remarkable results. In dynamic and competitive markets like India, over-investing time in building intricate marketing strategies might sometimes prove counterproductive”, said K.J. Jawa, Chairman & MD of Daikin India and a Member of the Board at Daikin Industries, Ltd. in Japan.
In a rapidly evolving market like India, Daikin India has embraced a customer-centric approach that has led to impressive growth and heightened customer satisfaction, he added.
Jawa believes that at the heart of the business lies effective marketing, which he views as the cornerstone of sustainable growth. He places high importance on factors such as pricing power, brand resilience, repeat purchases, cost efficiencies, profits, and customer satisfaction.
However, his perspective goes beyond mere business strategies; he recognises the essence of every interaction as a connection between individuals, be they customers, partners, or stakeholders. He said, “Human-centric view extends to the company's relationships with government bodies and non-governmental organisations (NGOs), where partnerships are formed on the basis of shared values and objectives.”
Jawa shared their working pattern at Daikin, “Daikin's go-to-market strategy reflects simplicity and authenticity. The company's ‘Gamba’
approach, rooted in Japanese philosophy, revolves around engaging with channel partners directly. This approach involves immersing oneself in the place of action, observing employees, understanding their tasks, and identifying opportunities for enhanced productivity.”
Essentially, it's management by walking around, whether in the plant or the field, consistently keeping a finger on the pulse of customer needs, he added.
Instead, he emphasises the value of focusing on execution and alignment with corporate policies, which he believes will inevitably lead to profitable outcomes.
