Tanya Lukianova, M.D., Ph. D., MBA / Russia
Tanya Lukianova was born in Moscow, Russia, and graduated from the Moscow State University, Department of Fundamental Medicine. In her senior years at the university Tanya started her medical career abroad first working as a visiting research associate in Norway and then she moved to the United States. There she became a Scholar with the Procter and Gamble Health Sciences program “From the molecule to the bedside” and graduated from the University of Cincinnati College of Medicine, Cincinnati, Ohio, USA. She spent a total of 6 years in the United States working at the University of Cincinnati Medical Center and returned to Russia in 2000. She put together her medical research publications and received a Ph.D. degree from the National Oncology Center in Moscow, Russia. At the same time Tanya enrolled in an MBA program at the American Institute of Business and Economics and received her MBA a couple of years after she had started her career in the Russian pharmaceutical business. Tanya progressed along her career ladder in marketing with major international pharmaceutical companies Novartis and GlaxoSmithKline and then was appointed as Country Manager Russia with the largest Turkish pharmaceutical manufacturer Tripharma.
Tanya’s interest has always focused on developing marketing programs along with methods to measure their effectiveness. For this reason Tanya joined the largest TV-shop in Russia as Head of Marketing. For 2.5 years she has worked with a large variety of brands (goods and services) advertised and sold through the TV-shop system strictly under Mr. Trout’s principles. The business process includes the following steps: Tanya analyses the relevant market using the “mapping of the mind” methodology, develops positioning and a marketing strategy for the brand, her team shoots a commercial, places it on TV channels or other media, and the call-center receives phone calls from interested customers. Tanya’s telephone salespeople convince the customers to buy the product or service using a system of arguments called “Sales strategy” that Tanya develops for her clients if they desire. To summarize, Tanya develops positioning and marketing strategies for her clients based on market analysis and Mr. Trout’s principles, and demonstrates their effectiveness using a modification of the TV shop as a model system or a laboratory, where appropriate.
MehrSen Kon / Singapore
Dr Kon is the President of Trout & Partners (Asia-Pacific). He has more than 20 years of industry experience in the Asia-Pacific region and has held Vice President and Director positions in Sales and Marketing Management with various Multinationals.
Sen Kon is a Certified Professional Marketer (CPM). He has been the President of the Strategic Management Special Interest Group with the Singapore Institute of Management (SIM) and the President of the Marketing Strategy Interest Group with the Marketing Institute of Singapore (MIS). He is also a member of the Singapore Institute of Directors (SID). He often speaks on strategy and marketing topics, and has done consulting in the areas of positioning and branding.
Dr Kon holds a Doctor of Business Administration (DBA) from Victoria University (Australia), a Master of Business Administration (MBA) from RMIT University (Australia) and a Master of Science (MSc) from the University of Essex (UK).
MehrPrakash Idnani / India
Prakash spent over 16 years in advertising wherein he grew from a Trainee Account Executive to a General Manager of a unit. He worked in three advertising agencies : Frank Simoes Advertising, Ogilvy Benson & Mather and Everest Advertising (then part of Saatchi & Saatchi). He was involved in building brands including : product launches; developing and implementing communication strategies to accomplish the marketing objectives; promotion. Some of the accounts he worked on were : AV Thomas, Bajaj Tempo, Brooke Bond, Cadbury’s, Elgi Tyre & Tread, Indian Cancer Society, Johnson & Johnson, Lakshmi Mills, Oberoi Hotels, Pidilite , Raymond’s, Shyam Group, Union Carbide.
In 1993, Prakash joined the DSJ Group as head of their Seminars and Direct Marketing division.
Since 1996, Prakash has been a team member of Trout & Partners. He has been involved in specific marketing assignments and has lectured at numerous programs. He is visiting faculty member at LIBA (Loyala Institute of Business Adminstration, Chennai). Additionally his articles have appeared in The Economic Times, The New Indian Express, Business Standard, Gentleman.
Prakash holds a MBA (Marketing) from the University of Poona.
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