Kimberly-Clark has promoted marketing director, Malaysia Nitish Gupta (pictured) to the role of marketing director, Asia Pacific for feminine and adult care. Marketing understands he was promoted on 1 July. In his new role, he will lead the Kotex, Poise and Depend brands for the Asia Pacific region, according to his LinkedIn.Gupta previously led marketing for Huggies, Kotex, Kleenex and Scott in Malaysia for approximately two years. His responsibilities include owning the top line and bottom line, as well as market share for those brands. This includes upstream innovation and go-to-market execution. Gupta told Marketing in a recent interview when he was still marketing director, Malaysia that his role is to provide guidance to and mentor the respective brand teams.“I am relishing every moment of it. It’s energising to help people learn and enable them in growing, not just the brand but also their careers,” he added. Marketing has reached out to Kimberly-Clark for comment.Before joining Kimberly-Clark, he was with Yum! Brands are marketing director in India for about five years, according to his LinkedIn. He also worked at The Coca-Cola Company and HJ Heinz.According to Gupta in a interview, while the industry is rapidly evolving and new technologies are emerging, the fundamentals of marketing still remain the same. Not only that, the 4Ps marketing mix – place, product, price and promotion – has become even more important.While the 4Ps marketing mix as a concept “will never die”, Gupta said the specifics of execution under each of the elements need to evolve. For example, while the “promotion” element is traditionally done using TV, radio, print and billboards, the proliferation of digital has ensured that content is always created with digital media in mind such as Instagram Stories. Also, while the “place” element has traditionally involved retail stores, marketers would now have to look at it from an e-commerce perspective too. Gupta explained:It is not the marketing mix that needs reinvention. What needs reinvention is how it is applied in today’s consumer context.
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