Business tactics are often dirty as they always are centered around treating their customers as subjects. The companies use the engagement the customer has had with the brand to try for duping them to various up-selling and cross-selling opportunities.

However, not all brands do that as they rely on owning multiple parts of the funnel which they use to convert a lead to a potential customer. I will be stressing about two companies which have successfully implemented this.

First up is the biggest FMCG company in the country.

he full form of ITC is Indian Tobacco Company and it is pretty suggestive that they make over 80% of their profits from cigarettes sales. It is their cash cow and provides enough funds for them to invest and expand their non-tobacco segments.

Smoking is one of the leading causes of all statistics – don’t be a contributor! – said ITC never.

However, it is quite ironic to note that ITC also manufactures nicotine chewing gums and thus they say – Chew, rest, repeat!