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15 January '15 | Ralf Reich

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The New Omnichannel Dynamic: Finding Core Principles Across Industries

13 January '15 | Debjyoti Paul

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02 December '14 | Anshuman Singh

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18 September '14 | Gaurav Johri

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30 July '14 | Debjyoti Paul

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03 June '14 | Giridhar LV

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What is Marketing Mindset?

Posted on: 04 August '11
Kiran Mohan
Head - Corporate Marketing

“We need to develop a customer service mindset”… “These guys just don’t have the right mindset”… “We need to change the mindset”… I am sure we all have heard these lines and many more that includes the term “mindset” in our regular meetings at work. On one such occasion I did hear a senior leader telling his subordinates, “We need to develop a marketing mindset”. The meeting was over but his words got me thinking as to what people could have possibly understood by that word “marketing mindset”.

What do you mean by marketing mindset?

  • Do our presentations need to be more colorful?
  • Are we supposed to think in terms of jazzy banners and posters?
  • Should we create more noise about your products and services?
  • Do we fill our copy in the collaterals with industry jargons?
  • Do we get more information on competition?

If you did think about any of the above, then I am writing this for the right audience. Well, marketing is not just about the above mentioned points.

Let us simplify it by breaking “marketing mindset” into two parts:  marketing and mindset.

So, what does marketing do? Marketing helps in:

  • Strategizing and setting a direction for your company, products, and services
  • Generate awareness
  • Create demand

The below image will give you a detailed panorama of activities that are entailed in marketing.

What is Marketing

This is what marketing does.

Let us now go to our next word, ‘mindset’?  Mindset surely starts in the mind, but does not end there. It needs to flow into actions of what you do. For instance, a CEO of an MNC asks his leadership team to have a marketing mindset (w.r.t. social media) to create and improve the brand, to be proactive, etc. None of the leadership teams have any objective / key result area aligned to marketing. To make matters worse, all the social media channels are blocked in the company.

Now, let us add it all together. What is marketing mindset? A marketing mindset is when you think of your company / product / service / yourself as a brand, establish a consistent messaging and positioning, generate awareness, and create demand as it relates to the activities mentioned in the image above. The marketing mindset is incomplete if you do not have the measures as part of your annual objectives.

Strictly speaking, marketing is not just a small function in the organization. Marketing is a mindset. Each employee of a company should have a marketing mindset and be a custodian of the brand and its growth.

Marketing mindset is tough to build; but once built, it becomes a part of your culture.

Thanks for reading the blog. Will look forward to hear your thoughts.




Kiran Mohan

Kiran Mohan heads the Corporate Marketing function at Mindtree. Kiran brings with him over 11 years of experience in various facets of Marketing, covering operational and strategic aspects. Kiran started his career with a company called SixthElement, which focused on end-to-end marketing strategies and sales intelligence, a start-up founded by a few graduates fresh out of B-school. Post his stint with SixthElement, Kiran moved onto Aztecsoft, a Product Engineering and Services Company, where he took-up key marketing roles. Kiran has done his M.B.A in Marketing & Finance from ICFAIAN Business School (IBS), Hyderabad. Kiran has an active interest for sports and takes the timeout to play cricket, table tennis and badminton.

  • Kamalesh Sivashanmugam

    I really dont understand your part of Mindset, can you explain it more?