Prasun Kumar is a branding and marketing expert. His career graph includes stints at big brands such as Sistema Shyam TeleServices Limited (SSTL), Levi Strauss & Co, and General Motors India. Currently, as marketing head at Sony Mobile Communications, Kumar is responsible for the company’s marketing strategies and branding initiatives as well as aligning its communication and digital strategies with its retail and below-the-line activities. He also looks after pricing and portfolio management.

Since joining Sony in 2010, Kumar has been focusing on strengthening the brand’s position in the smartphone segment. “Mobile communications have picked up exponentially in the last few years. Starting out with feature phones, the industry today is witnessing a strong uptake of smartphones. While many mobile brands are still present in the feature phone segment, Sony Mobile decided, as part of its global strategy, to focus purely on smartphones.”

“This is one of the most challenging stints of my professional career. Here is a brand that is legendary, well-entrenched and loved by consumers. However, it is yet to realise its true potential,” he says.

In terms of business strategy, Kumar says that the company has consciously focused on Android-based phones. “It has been an exciting journey, given the presence of multiple brands in this space. We have the Sony advantage and stand out because of an ecosystem that is unique to us. Our focus will continue to be on the Xperia range of smartphones to deliver easy connectivity and great entertainment experiences,” he says.

To meet these goals, Kumar relies on his belief that strong fundamentals help develop an analytical frame of mind. “I love what I do,” he says, “and that is where I get the motivation to guide my team and build a sense of passion in them for doing things the right way.”

Besides, Kumar is of the view that an inclusive work environment can offer dramatic improvements in quality and creativity. This, and leading from the front, are critical factors in fostering people’s commitment to the organisation.

He identifies the launch of Sony’s Xperia S as his most memorable experience. Another high point for him had been the launch of SSTL’s MTS brand. According to Kumar, establishing MTS as the fourteenth service provider in an already crowded segment was a unique challenge.

Kumar spends hours reading and gardening. “I have two lovely kids and being a parent is the greatest joy for me,” he says. “I make it a point to catch up with them as often as I can. They are always very inquisitive about what I do and ask endless questions.”