Nexus entrepreneurs learn to market their products

The fourth week of the Nexus pre-incubation program focused on marketing and competition and the startups received a week-long experience on how to reach their target customers and form an effective marketing strategy.

The highlight of Marketing Week was February 28, when Vikas Gupta, founder and director of 9.9 media, and Arpit Agarwal, principal at Blume Ventures, conducted sessions on different aspects of marketing. While Vikas’ session focused on how different companies market their products with interesting case studies and how startups can make use of the same strategies, Arpit’s session focused on the psychology of the customers and how startups can “position” their products in the minds of those customers.

Entrepreneurs came away with a deeper understanding of such marketing concepts as segmentation, targeting, positioning, the vital difference between features and benefits and how to communicate effectively with customers.

Vikas Gupta currently heads the technology vertical at 9.9 Media. He has over 29 years of experience in marketing management and business building. Prior to co-founding 9.9 Media, he was Senior Vice President and CMO of Coca-Cola India and Global Brand Director at The Coca-Cola Company in Atlanta, USA, CMO and President (Advertising Sales) at ABP Pvt Ltd. He also held senior positions with Unilever and P&G.

Arpit Agarwal has been with Blume for last four years as a principal. He started Headstart Network, India’s leading early stage entrepreneurs’ network with over 20 city chapters running for more than 10 years. Later he started Academic Ventures, a consulting firm in the incubator management and technology commercialization space. In 2012, he joined TLabs as its second employee.

Every Wednesday during the ten-week pre-incubation program, Nexus calls in industry experts for practical sessions on different aspects of starting and running a business. These sessions are highly interactive and provide direct market and industry access to Nexus startups.