| |August 20228OPTIMIZATION OF MARKETING & PRODUCT LIFECYCLE TECHNOLOGY ­ DEVELOPMENT IN PROGRESSBy Govind Singh, Group CIO, Dalmia BharatGovind has an extensive experience in managing both in-sourced and outsourced IT models, as well as coordinating and communicating efficiently with internal organizations and third-party vendors.Tell us about your experience with marketing and product lifecycle in technology, but what and how it contributed to the progress of development.I have worked in various industries right from man-ufacturing to automobile companies to FMCG com-panies. While working for Gillette, I had contracted with Asia tractors and moved to retail. I was working for a German retail company called Metrication Cur-ry. From there I moved to a few international compa-nies and finally joined Levi's.Can you just tell me about your experience, how was the marketing and product lifecycle related to technology.Product lifecycle-related applications are gener-ally implemented in an environment, whether it's a technology company or it's a user company like our manufacturing company to ensure the overall age of the product in the context of a retail environment. Manufacturing depends on the appearance of an end-product and the environment of the longevity of the product lifecycle in the market and from the manufacturing timeline.A product has to be marketed across different geographies and should be closed out because some-times products manufactured by tech companies such as Apple iPhones depend on the product's mar-ket growth or how much money the business com-pany is making, both in the terms of top and bottom line. The popularity of the application is an example from Microsoft and phone manufacturing compa-nies/automobile companies will be cannibalizing their old models and launching the new models. There is a lot of science and art behind this when completed manually. It may not be the most appro-priate way. Utilizing a lot of inputs from big data sources social media can help in customer feedback and help in interview conducts. Mystery audit is completed in the retail industry quite a lot. The prod-uct life cycle is determined through sunset product or the increasing/decreasing market value.There are various algorithms and analytics that are utilized for manufacturing and specific product life cycle management applications or PLM applica-tions are utilized. Depending on the requirement of an organization, businesses choose the companies and starts manufacturing. On the limitation to the size of the business and demand in the market, man-ufacturing completes either manually or automated. For larger companies, it is always advisable and re-quired to have a good PLM application in the market.Could you tell me the kind of strategies being implemented in companies to stay ahead of the competition in the market?Being in the manufacturing industry mainly ce-ment, now, instrument innovations are possible. For example, we can have a simple product like cement can also create a lot of difference in the mindset of the people causing environmental damage. So, we're working on something where we want to become carbon neutral. Carbon-negative in the next few years from now is possible by 2040.We want to become carbon neutral or carbon negative or if not carbon negative entries. It helps to position business products better. In the case of cement, carbon footprint comes from furnaces, in form of coal, where it is sometimes further killed and can cost you more carbon footprint or less car-bon footprint. Depending upon what kind of fuel is used, reclaiming of the exhaust gases is complete. Exhaust gases temperature gets into the technolo-gy, but in general, when exhaust fumes are coming out of your chimney in a plant, you use that heat to Expert Opinion
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