ET Bureau Sharon James, senior vice president, R&D, at Reckitt Benckiser (RB) is a science geek with a purpose: to make a difference to the world. That explains her stints in multiple healthcare and pharmaceutical companies throughout her career (except a short stint with PepsiCo). At the 2016 Cannes Lions Festival of Creativity, Shephali Bhatt caught up with James to talk about the possible marriage of science and marketing in the world of brands. Excerpts
Do the science geeks need to outnumber marketing hands in companies?
It's imperative we work together. Selling the science is important. The marketing guys not only need to understand the science, they also need to simplify it for consumers. With Dettol there’s so much microbiology of breaking the chain of infection that goes behind the product. Marketing has simplified it for consumers by linking it to hygiene.
Are any products in your portfolio too premium for India?
India is becoming technologically advanced with each passing day. We have brands across every category. I don't think there's any RB product India isn't ready for. We have lined up a few launches that will be announced at the right time.
You had tasked yourself with 'knowing the developing market consumer better'. Any interesting insights you've mined about India and neighbouring markets?
I have learnt the theory that propagates 'all consumers are largely the same' is false. I moved from the UK to the US thinking they'll be the same so there's nothing to worry about but I was wrong. Consumers view and deal with problems differently. When forest fires were choking Malaysia and Singapore, I remember landing at Singapore and was handed a mask immediately. You don't see that in New Delhi. That's why we need R&D — to find what drives the change in behaviour.
Do the science geeks need to outnumber marketing hands in companies?
It's imperative we work together. Selling the science is important. The marketing guys not only need to understand the science, they also need to simplify it for consumers. With Dettol there’s so much microbiology of breaking the chain of infection that goes behind the product. Marketing has simplified it for consumers by linking it to hygiene.
Are any products in your portfolio too premium for India?
India is becoming technologically advanced with each passing day. We have brands across every category. I don't think there's any RB product India isn't ready for. We have lined up a few launches that will be announced at the right time.
You had tasked yourself with 'knowing the developing market consumer better'. Any interesting insights you've mined about India and neighbouring markets?
I have learnt the theory that propagates 'all consumers are largely the same' is false. I moved from the UK to the US thinking they'll be the same so there's nothing to worry about but I was wrong. Consumers view and deal with problems differently. When forest fires were choking Malaysia and Singapore, I remember landing at Singapore and was handed a mask immediately. You don't see that in New Delhi. That's why we need R&D — to find what drives the change in behaviour.
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