How NPS simplifies enterprise-wide marketing cohesion for Aditya Birla Group

This event report outlines how Aditya Birla Group, the Indian conglomerate, has used the Net Promoter Score (NPS) to deepen customer understanding.

"Every organization has its own DNA that makes it tick," Prakash Nedungadi told delegates at the Association of National Advertisers' (ANA) 2017 Masters of B2B Marketing Conference.

At Aditya Birla Group (ABG), the $41-billion Mumbai-based multinational conglomerate where Nedungadi serves as Group Head/Customer Insights and Brand Development, numbers were the ticker.

Prakash Nedungadi, Group Head/Customer Insights and Brand Development, ABG

"When I started working there [in 2012], I attended several board and management-team meetings," reported Nedungadi, who arrived at ABG with more than 27 years of experience in marketing, sales and general management at companies such as Unilever,...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands