Sanjay Tripathi is one of those fortunate souls who has managed to marry all his passions with his job. An eager motorcyclist and a rock music buff, he gets to experience both as the Director of Marketing for Harley-Davidson India. Last year, Tripathi, who has ridden across India, Japan and Europe, represented Harley-Davidson India at the Sturgis Motorcycle Rally, and spent his evenings watching artists such as ZZ Top, Bob Dylan and Kid Rock.
Tripathi leads marketing and brand development for motorcycles, parts, accessories and apparel and merchandise for the iconic American motorcycle brand in India. This Mayo College, Ajmer alumnus has fine-tuned the art of motorcycle selling over the last 15 years, having worked for Yamaha India, as division head of brand management and product planning, at Piaggio where he was product and brand manager, and Royal Enfield.
My most memorable marketing initiative
If I had to choose one initiative that is closest to my heart, it would be Harley Rock Riders – an annual rock music property that we created two years ago, to bring alive the true Harley-Davidson experience.
The Harley-Davidson culture is as much about its unique lifestyle as the motorcycles themselves and music forms an integral part of it. With Harley Rock Riders, our aim is to bring together motorcycling and music like never before. Honouring our brand's legendary association with rock and roll, we partner with fresh indigenous rock bands every year for concerts across various cities in India, culminating in a larger-than-life grand finale. The grand finalés bear an industrial warehouse – grunge, rock and metal – look that truly reflects the culture brand Harley-Davidson is renowned for. It has helped us connect with a larger base of enthusiasts, bringing them closer to the Harley-Davidson way of life.
My first product launch
It was the 350 cc Royal Enfield Bullet Electra launched in 2001. Then, the Indian youth was starting to flex its consumerism muscle and expected bikes which were a reflection of their confident dispositions. I was involved with the launch from the marketing as well as the product development side, providing technical inputs on the product. Bullet Electra was a trendier motorcycle than the ones present in Royal Enfield's product portfolio with different looks and colours, and technological changes such as the capacitor discharge ignition system (CDI), which made starting the motorcycle easier and reduced maintenance cost.
Apart from this, in 2007 when I was working with Yamaha India, I was entrusted with the responsibility of introducing the first superbikes in the country - the Yamaha YZF R1 and MT01, which provided me crucial insights into the potential of big bikes in India.
A great idea that never took off
For me ideas are like spark plugs in an engine; only if they create the right amount of energy, does the engine come to life. Great ideas are the ones that not only resonate well with the brand but also strategically engage with the company's key stakeholders. Thus, I believe ideas can be termed great only if they are initiated at the right time, in the right manner, for the right target audience and achieve the desired results.
A setback that I have learnt from
As they say, the best way to learn is to learn from mistakes and all hurdles are gradients of the learning curve that each individual undergoes. Absorbing information and filtering it to gain knowledge should be the main aim for any marketer.
My marketing idol
I believe my team at Harley-Davidson India is my marketing idol. It is exhilarating to work with a team comprising self-motivated individuals who live the brand with a passion that is second to none. Being avid riding enthusiasts themselves, the collective insights that the team possesses is immense and enables us to strategise keeping in mind the riders' interests.
Harley-Davidson is a culture on two wheels, and while introducing it in India our focus was not just on launching motorcycles but introducing the true Harley-Davidson way of life, which the brand is known for worldwide. Over the last two years, the team has shown absolute commitment towards conceptualising and executing some breakthrough initiatives including Boot Camps, Founders' Ride, Harley Rock Riders and Freedom Film Festival, which have been widely appreciated by enthusiasts.
Where I get my insights from
There is no doubt that there is no better way to gather insights than from the customers themselves. What has really worked is the fact that motorcycles and motorcycling is a way of life for me. I have personally been a part of several riding groups and expeditions since my early college days and have grown up with avid riding enthusiasts. Moreover, in my career spanning over 15 years, I have worked with several distinguished motorcycle brands. This has given me fantastic opportunities to interact with riders from various walks of life and get insights directly.
Even with reference to my present role at Harley-Davidson India, I make it a point to ride with the Harley Owners Group (H.O.G) as frequently as possible to engage with our customers and receive crucial feedback.
How much has B-school helped
There is no doubt business schools are a stepping stone to a good career. Apart from enabling you to think innovatively with a solution-oriented approach, they train you to develop strategies through advanced tools and frameworks that are efficient and result-oriented. They also improve your decision-making abilities, preparing you to take on challenges in the real world of business.
Having said that, I believe there is no substitute for on-the-job experience. It is imperative for fresh post-graduates to dedicate their initial few years to understanding business situations and the industry they are interested in pursuing their career in.
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