Sushil Prasad Shrestha is a seasoned marketing professional with over 25 years of experience in Strategic Brand Management, Core Marketing, and Product Development. He earned his MBA in Marketing Management from Pune University, India.
Recognised for his ability to drive business growth and build high-performing teams, Shrestha has established himself as a leader in the marketing field. His extensive experience, coupled with his specialised education, has equipped him with the skills necessary to excel in brand strategy and market development.
Currently, he serves as a Marketing Consultant at Jawalakhel Group of Industries and Executive Director at Marcom Advisory P Ltd. In his previous tenure in Jawalakhel Group of Industries he played a pivotal role in shaping the company’s business, brand and consumer strategy, contributing significantly to its growth and success.
In a conversation with the HRM Nepal, Shrestha shared his opinion and experiences regarding his professional journey. Excerpts:
Q: How would you assess your professional journey as a branding and marketing enthusiast?
A: It has been an exciting and rewarding experience, full of learning and adaptation. I got the opportunity to get involved in strategic thinking, brand development and collaboration. Over time, I’ve gained a thorough understanding of what transforms a product into a brand, as well as the crucial role of communication in effectively reaching the right audience. Forecasting market challenges, understanding needs and analysing consumer behaviour are aspects that I really enjoy.
Q: Could you share your thoughts on the evolving landscape of branding and marketing?
A: With emerging technologies like AI-powered marketing and personalised experiences, along with the rapid rise of digitalisation and change in consumer behaviour and media usage habit, marketing today is centred on building long-term relationships. The focus today should be on creating strong brand resonance.
Q: Consumer awareness and brand preferences have shifted considerably over the years. In your experience, how valuable is branding to consumers today, and how sensitive are they to brand perception?
A: Branding today is more important than ever. Consumers today are not just buying the products but the overall brand experience, values and emotional connection. Building trust and transparency with end users is crucial in shaping lasting relationships. Additionally, the rise of digital access and exposure has made brand perception a key factor in purchasing decisions.
Q: What are the key strengths and gaps that you have identified in branding and marketing in Nepal?
A: In my opinion, Nepal’s branding and marketing landscape is evolving rapidly, driven by digital growth, community-driven engagement, and also increasing preference for local brands. With tech-savvy consumers, we could have the opportunity to connect with audiences more effectively through digital platforms and other marketing efforts as well.
However, for growth, the way forward could be to cater to the needs for data-driven strategies to optimise marketing efforts, enhancing customer experience to build lasting relationships, and maintaining brand consistency across multiple touchpoints. Change in media consumption pattern requires brands to adapt their approach, with investment in innovation. Addressing these gaps could be helpful for brands to stay competitive and resonate with the consumers.
Q: What kind of culture and strategy do you follow, from ideation to the implementation of brand promotion?
A: Team collaboration and active involvement are core aspects of the culture I follow. Besides, the process begins with a strong brand positioning strategy, which involves thoroughly understanding the target audience and the overall market environment. Understanding a competitor analysis is must. This approach provides a clear vision for ideation and creative development, and it also guides the direction in which the brand is headed.
Q: For businesses without the first-mover advantage, what are the key factors in establishing a brand as a market leader in a highly competitive space?
A: In my opinion, we may not have the first-mover advantage, but we can establish a strong market presence through differentiation. The term what we love to call is Point of Difference. We could develop point of difference from innovation, highlighting advanced features, or a convincing brand story that resonates with consumers. Additionally, we may not be a first mover but, having the right mix of marketing elements tailored to meet the need, taste and preferences of target audience can also create a significant competitive advantage.
Q: Have you experienced any failures in branding products or services? If so, what lessons did you learn?
A: Yes, I have experienced a situation where a brand started to fade, and such setbacks always gives valuable lessons. In this context, I want to highlight the case of ‘Brand Fatigue’, a phenomenon where consumers become bored or disengaged with a brand, leading to decreased loyalty, lower engagement and even a decline in sales. As a Brand Manager, preventing brand fatigue requires staying proactive by keeping the brand fresh through continuous innovation, addressing the changing needs and preference of consumers and moreover brand should remain fresh. Sometimes, brands fail because they overlook these critical aspects.
Q: What fundamental aspects should marketing and branding professionals never overlook?
In my opinion, these are the fundamentals that a marketing professional should always be aware of; one should have thorough understanding of the target audience. How well are you familiar with liking, taste, preference, expectation, acceptability of the target audience? Also, clarity in the thinking process, being more data driven and numbers based is equally important. As a marketing professional, presenting a clear value proposition, maintaining relationships, being open to adaptation, and ensuring consistency are equally important.
Q: How are technological advancements and innovations shaping the future of branding and marketing? Are they more of a challenge or an opportunity?
A: I take technological advancements and innovation as opportunities rather than challenges. Adapting to this evolving landscape is essential for staying competitive. These developments enhance efficiency and provide a strategic edge. Real-time insights and analytics, advancements in digital platforms, AI-driven personalised marketing contribute to improved customer engagement and higher conversion rates.
Q: What strategies have you successfully implemented in brand promotions?
A: Understanding consumer behaviour is the key. Additionally, a well-defined objective for brand promotion is essential. In my opinion, ensuring that brand messaging aligns with the profile and personality of the target audience is key, as it enables them to understand, relate to, and engage with the brand. The message should be convincing, clear, relatable and engaging. Choosing the right platform and executing the message effectively are vital in shaping consumer perception. Ultimately, any promotional effort should aim to spark interest, create desire, drive action and include measurable outcomes.
Q: With the shift in promotional platforms, how are digital channels influencing branding and marketing?
A: I completely agree that there has been a significant shift in promotional platforms. Digital channels are transforming branding and marketing by enabling targeted, real-time engagement. Today, we can effortlessly and efficiently connect with our audience, especially through social media platforms in particular. This shift has made communication more interactive, allowing for instant feedback, which helps brands adapt and refine their strategies. It also enables more personalised marketing and real-time campaign performance tracking. No doubt its acceptance and usage are growing rapidly.
