Thought Leadership Strategy

Bharat Singh
IIM Tiruchirappalli
bharat.p16127@iimtrichy.ac.in
Problem Statement
Approach

Follow the Zeitgeist

Rough Times - Efficiency

Good Times- Effectiveness

Disruptive Times- Innovation

Case Studies as evidence

Questions

What are the pain points? (Inventory, Visibility,

retention)

What questions are buyers struggling with?

What product feature is most important?

What type of content being consumed at each stage?

What are the education topics?

Tools

Featured Research Video.

Research Reports.
Blogs
Webinars, Virtual Events
Infographics
Trade Shows
Influencer Marketing
Influencer

Channel partner +Thought leader

Ankit Prakash: Founder Easy Send Pro

Loyalty Drivers
Follow the P Cycle
General Topics

Importance of flexibility in digital transformation.

Need of IT solution adaptation to organization and

not Vice Versa.

Improving business efficiency through

complementary CRM services such as a call
centre.

Finding the right partner for digital

transformation.

How to ensure speedy implementation with cloud

solutions.
FMCG Industry

Focus: Effectiveness+Innovation
Pain Points

Perception of slow ERP implementation.

Growing supply chain complexity.
Uncertain regulatory changes.
Efficient inventory management.
Need for big data capability for efficient
forecasting.
Requirement to expand portfolio in order to
differentiate.
FMCG Topics

Flexible cloud based solutions for

disruptive environment.
Using help of IOT to do product line
extension by reducing TAT.
A loyalty program to push sales in highly
competitive FMCG market.
Health and wellness trend (More
line/brand extensions required)
Better forecasting using big data with the
help of IT solution.
Pharmaceutical Industry

Focus: Efficiency+innovation

Pain Points
Obsolescence of blockbuster(annual sales of atleast 1billion
USD) sales model. ($2.5 billion cost to develop a new drug.)
Market access barriers such as price ceiling and inaccessible
rural areas.
Synergy issues in joint ventures.
Burdensome intellectual property rules and regulations.
Highly efficient supply chain requirement in the future.
Growth in talent pool lagging behind.
Topics

How to achieve leadership in CRAMS with cost

effectiveness. (contract research and manufacturing
services)

Benefits to IT solution in pharmaceutical firms: better

compliance, better management of stock levels, purchase
history etc.

Why commercial operations are a source of differentiation

in pharma industry. (maintain margins, while cost of talent
increases)

How a training IT solution can help pharma companies

sustain in times of scarce talent availability.
Cement Industry

Cyclical Uptick (Govt Policies like smart cities)

Focus: Effectiveness+Innocvation
Pain Points
Over-built capacity increasing price
competition and driving down profitability.
Compliance with climate change regulations.
inadequate supply of raw material putting
pressure to be more efficient.
Shortage of human capital.
Topics

Maintaining quality workforce with IT

training solution.
Achieving better compliance with climate
change regulations.
Loyalty program offering a solution to
commoditization in cement industry.
Achieving better utilization rate with IT
solutions.
Chemicals Sector

Focus: Efficiency+Innovation
Pain Points
Decreasing profit margins.
Increasing environmental regulations.
High supplier power due scarcity of resources.
Scarcity of quality workforce.
bids, quotes and price management.
Need for differentiation.
Topics

How digitization can improve EBITDA in

chemicals industry.
Adapting to increasing environmental
regulations in chemicals industry.
Using IT training solutions maintain
quality of the workforce.
Manage price, bids and quotes.
Automobile Industry

Focus: Effectiveness+Innovation
Trends
Foreign entrants (Toyota, Nissan, Ford,
Volkswagen) yet to capture signifact
market.
Connected Cars
Opportunity in luxury car market after
GST.
Pain Points

Increasing competition in domestic

market.

Increasing RnD expenditure.

Short product life cycle.

Environmental regulations.

Digitization of sales channel.

Topics

CRM help to find right customers for

luxury segment.

Digitization of sales in automobile.

Digital revolution of connected cars.

increasing environmental regulations.

Textile Industry

Focus: Efficiency
Shift in preference towards branded clothing.
construction boosting demand for home decor.
Government investments.
Increasing exports
Pain Points

Dominance of unorganized sector. (Price

competition)
Trans-pacific partnership.
Lack of scale
Lack of market access.
High Input costs.
Infrastructure constraints.
Topics

Using IOT to reduce inventory. (Virtual

Dressing)

Compliance under GST for

unorganized.

Improving market share in fragmented

industry. (Loyalty Program)
Education Industry

Focus: Effectiveness+Innovation
Growing Pre-school segment.

increasing enrollment in higher education.

Growing digital learning market.

increased use of technology in K-12 segment.

Pain Points

Limited Reach
High cost
Poor digital infrastructure for e-learning.
reluctance towards digital transformation.
Low retention rate in e-learning
Substandard public perception of e-learning.
Topics

Digital learning the next big thing.

(Address reluctance, ROI)
Reducing cost of ICT integration in
schools and colleges (Administrative
costs)
Improving customer retention in e-
learning. (Loyalty).
Implementing LMS without hampering
internal workflow.
Electronics Industry

Focus: Innovation+Effectiveness
Pain Points

Inefficiencies in the supply chain

Non-existence of a level playing field.

Complex policy structure.

Lack of technology.

Demand variance.

Short product life cycle.

Bullwhip Effectss
Topics

Managing bullwhip effect and supply

chain visibility in electronics industry.
Linking smart lighting system to IOT.
Using business intelligence to speed
up product innovation. (Loyalty)
Adopting artificial intelligence in
electronic products.
Implementation of thought
leadership practices
Explain issue and develop viewpoint.

Explain the relevance now. (IOT/GST)

Explain the effects of the issue on target audience. (Market

Share/ProfitabilitY)

Explain the solution.

Give Evidence and examples. (Industry Cases)

Testimonials of industry experts.

Utilize the thought leadership content in Sales pitches.

Development of Reserch

Outsourcing (Partner with academia,

research orgs.)
Internal Research Team

New Practices
Enterprise 2.0: SLATES (Search, Links,
Authoring, Tags, Extensions, Signals)
Thank You!