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Kulwinder Singh

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Kulwinder Singh

Director - Global Marketing and Communication, Synechron

Synechron

Kulwinder Singh is a member of:

Kulwinder Singh's Advice

Importance of Marketing

Marketers have the potential to make or break the companies. As a marketing head I have to focus on positioning my product well. I’m responsible for the practical application of marketing techniques and management of the firm’s marketing resources and activities.

Observing your team

I don’t think my team needs that as they are a self motivated lot. I keep giving directions to my team at regular intervals. I observe my team a lot in the way they talk, in the way they do their work, the way they communicate with other team members.

Family Background

I hail up from a traditional Zamindar family from Punjab. Thanks to my Armed Forces background, (dad served the Indian Air Force), I have traveled across the length and breadth of the country, and completed my schooling from Kendriya Vidyalayas. We are a small family of four.

Contribution to the field

Synechron is a company which focuses on financial services. It’s an untold story which needs go out in the market, and this is where my role as a marketer comes in. My CEO Faisal Husain and other senior leadership impresses me the most. Our focus on increasing clients' revenue makes us unique.

Marketing

Marketing creates a brand image for the product/service and has a more long term approach/goal while sales is mostly related with selling the product/service. Both the activities are interrelated at the some point of time. Marketing is creating a demand in the market, sales fulfills that demand.

Differences

Marketing creates a brand image for the product or service and has a more long term approach/goal while sales is mostly related with selling the product or service. Both the activities are interrelated at the some point of time.

Importance of 4ps

The marketing mix contains 4P’s that are basically the parameters a marketing manager can control, subject to internal and external constraints of the marketing environment.

Importance of Marketing

Branding

Corporate branding can result in significant economies of scope since one advertising campaign can be used for several products thereby also facilitating new product acceptance because potential buyers are aware of the brand.

Achieving Targets

As a marketing head I own the targets and I think like a sales person as I have handled sales earlier. I focus on marketing activities that enable sales; my marketing efforts are created around that, as sales is the core objective of marketing.

Future prospect

About few years from now I will have a larger role to play, from a strategy perspective. I would be pursing research work, probably a doctorate or teaching in a B school.

Motivating Factor

Self motivation plays a very important role. The other aspect is that I am preparing the next generation of marketers - my understanding as well as technology is making their learning curve shorter. I follow simple rules, I do simple things, I keep marketing simple whether it’s writing or campaigns.

Positioning the product

We are not a product-oriented company; we’re purely service-oriented. We meet the challenges of our clients’ needs in Capital Markets, Insurance, Mortgage Banking, Digital Media & Technology domains. We enable our clients to alter their business with insights, optimized performance and intelligence.

Motivating