Khandaker Shamim Rahman, General Manager, SMC Enterprise Ltd., has been serving the company successfully for the last 15 years. Even Before joining SMC, he had a fast career growth in the pharmaceutical industry. But his passion for creativity led him to join SMC. SMC’s legacy as one of the most innovative and impactful companies allowed him to contribute to various aspects of this sector.
In a recent interview with Bangladesh Brand Forum, he shared his journey with SMC and how his passion for strategizing and developing a brand made his journey impactful and successful.
BBF: SMC has been the biggest contributor to Bangladesh’s National Health and Family Planning Program for the last 48 years. In this line of progression, you have dedicated 15 years of your career. So, how aspiring has the journey been for you?
Well, Being a part of this esteemed organization has been inspiring and also a great learning opportunity for me. I would say it was very fascinating rather than overwhelming. Till date, it has been full of excitement, joy, stress, learning & delearning, and a mix of other emotions. I always wanted to be in a place that would allow me to utilize my creativity. And SMC is known for excellent communication campaigns, and it is one of the biggest contributors to the country’s health sector. SMC Launched diversified portfolios not in the country but also in the entire world. Its major success in various categories encompassing Pharma products, contraceptives, sanitary napkins, diapers, food, and beverages played a major role in creating those brands.
I would say it has been an amazing journey so far. The exciting projects and prospects had me only going above and beyond. But you know, coming this far, passion was the main driving force.
How has the core contribution and journey of SMC evolved since you joined?
Well, it’s almost a half-a-century-long journey. So, evolution is the most constant for such a reputed company to grow. When it initially took off in 1974, the goal was to address the rapid population growth in the country. Over time, SMC has popularized the use of contraceptive pills and condoms among the masses. Now, it stands as the world’s second-biggest contraceptive program. Innovative communication played a large part behind this feat.
SMC has been one of Bangladesh’s most consequential companies for nearly half a century. It initially took off in 1974 as a Planning Social Marketing Project (FPSMP) to address the rapid population growth in the country. Through innovative communication, SMC has popularized the use of contraceptive pills and condoms among the masses. It has played a significant role in reducing Bangladesh’s overwhelming population growth over the past decades. SMC is the world’s second-biggest contraceptive program.
Speaking of my contributions, my focus-driven approach to strategizing promotion, communication, sales, and maintaining these impactful methods contributed to the overall change of SMC.
I contribute and put in my 100% for the organization. It has led SMC to be more innovative, result driven, and dominant in future demands over the years.
What are the particular challenges you faced at SMC that helped you grow as a successful marketeer?
As you know, marketing is an essential function of growth and success of any business enterprise. It’s a process of advertising or promoting products or services to develop a brand’s visibility and awareness to customers. Every marketer faces different challenges. And, ever since 2020, the ways we’ve had to pivot, adjust campaigns, and address challenges have been unlike anything many of us have had to do before. And, even if we’ve somehow navigated the past two years without any surprising or tough marketing challenges, there’s likely at least one task, tactic, or strategy you’ve always wanted to improve upon.
Today, marketing is so fast-paced that it can be difficult to identify which areas we’ll want to develop to facilitate stronger growth in 2022 and beyond.
A passionate marketer challenges the trend, the tradition and sets higher goals for himself. It takes a strong support system from the team. Like many of us, I had tough times convincing my team and the management on various occasions. So, yes, this part is always challenging. But again, these hurdles made me more pragmatic and more result oriented as a marketer.
Aside that, I often struggle with the corporate work-life balance. I believe challenges are rewarding. It’s a diversified job, and challenges make it more charismatic.
Over the last few years, we have seen some amazing campaigns from SMC which generated awareness and talks. Can you share your experience on some of the successful campaigns that you have been a crucial part of?
Well, SMC has always wanted to generate awareness and came up with the necessary products to mitigate the health problems existing in Bangladesh. And we have led several successful campaigns to address the issue. Say, Joya sanitary napkin launch campaign is very close to my heart. You see, unlike other brands, we took a different route by talking about the impact of sanitary napkins in women’s lives so that they perceive the product as an essential product, not luxury. We also offered the best value for money pad with many unique attributes.
Its acceptability and awareness ensured the success of the campaign. SMC’s legacy as an innovative company helped me launch a diversified portfolio both locally and globally.
Besides, there are a couple of great legendary campaigns on ORSaline-N and Panther condoms. In recent years our “Taste Me” communication was highly accepted in our youth target group. Also, “SMC Plus” communication talked about the unstoppable rise of Bangladesh.
Having more than 15 years of experience as a successful marketer, what message would you convey to the young and aspiring marketers of the country?
Well, for me, marketing isn’t a job; it’s my life & passion. A good marketer is a good observer. He/she sees beyond a product which is a solution to an issue and needs.
You’ve got to understand the unmet need of your customer. You have to connect with the root to understand what your customers are looking for. You don’t necessarily need to innovate every time. The world of data innovation offers us boundless assets. So feel free to embrace the good things of great people. On top of everything, challenge yourself every day to do little things better. A blend of hard work and experience will bring out incredible ideas and excellent results.
Since the time I began my career, the field has evolved a lot and still evolving to the next level. So learn. Stay on top of new trends, but also learn from your peers – because while channels change, marketing principles remain the same!
