Dr. Tanweer Alam is Global Marketing Director for Kemin Nutrisurance.With a background in animal health, as well as time served in the Indian military, Tanweer has had a fascinating journey to become the talented and passionate marketing professional and leader that he is today, and he takes us through that journey in today’s episode. He also discusses how marketing strategy fits within his company’s broader business objectives.Kemin is a human and animal nutrition product and service provider, and Tanweer’s business, Kemin Nutrisurance, is a global leader in pet food and rendering technologies.In this episode:Tanweer talks us through his journey as a marketing professional and how is background in veterinary science and the Indian military, as well as in sales, have positively shaped him as a business and marketing leader and influenced his career to date.Focusing on his own sector, Tanweer talks about the increasing challenges around market segmentation, and indeed sub-segmentation, and the importance of well-defined messaging.He talks about emerging growth markets for pet ownership as well as the impact that the COVID pandemic had on the serious problem of pet abandonment.Tanweer talks about the importance of ‘thinking big’ when it comes to international marketing as well as maintaining stability within the marketing team, while at the same time being agile and responsive.He talks about how some of the marketing world’s most prominent academic literature continues to influence him, including Positioning: The Battle for Your Mind by Al Ries and Jack Trout, as well as The Fortune at the Bottom of the Pyramid by C.K. Prahalad and Stuart L. Hart.Tanweer discusses some of the latest innovations in content marketing and how AI can improve our understanding of personas.

Ver todos los episodios