MARKETING STRATEGY WORKS WITH PRODUCT INNOVATION

Leading the company for 15 years now, I come up with new product innovations practically every year, from the Wi-Fi operated windows funded by the German Government to the launch or our new products of security windows. I have been instrumental in the innovation, implementation and ideation. From the very inception I have been heading the team, from digital marketing and social media to participating in various exhibitions. Marketing stunts like live demos of our products' strength and USP have been revealed at exhibitions and even malls. NOVEL STRATEGIES & PRODUCTS I have realized that marketing strategy will only work when there is new product innovation and so our endeavour is to add newness in the product category and also in the services we provide. We realized the need for a secure home window solution post the pandemic. Customers wanted a safe and well ventilated house. So, it was during this time we introduced Lingel safety box (LSB) and Lingel Panzer Glazing (LPG) which ensure complete safety for the inmates. WE START EACH INNOVATION WITH A BANG AND THEN CONTINUE CREATING A RECALL FACTOR. THAT HAS HELPED US GENERATE MOST OF OUR MARKETING IN A VERY ORGANIC MANNER. OUR SPENDING GETS ALIGNED WITH THE STRATEGY KEEPING IN MIND THAT WE ARE EDUCATING OUR CONSUMER AS WELL. MOST SUCCESSFUL MARKETING CAMPAIGNS With many marketing campaigns that we have held, one that we recently did garnered a lot of attention among competitors and made eyeballs turn. For our security windows campaign we showed live demos in front of distinguished members of the industry, at exhibitions and through all our digital marketing channels. CAREER MILESTONES I was the youngest GM at the German state Saxony, when I joined the fenestration industry in 1994. Almost 4 years ago I was appointed Managing Director for Lingel Germany. In January 2021, I was bestowed with the honorary degree. SOCIAL INITIATIVE Our upvc and Aluminium are sustainable products and so we started a campaign to waive off carbon footprint. We have grown trees in Manesar and other regions in Germany. We encourage customers to contribute to this cause. Recently we also looped in a cyclist who travelled across India to help us in the mission.