Group name :- Vkreate 
Business reading report B3
For
a country like India it is not advisable for companies to adopt universal
strategy for marketing their product. One village model may not work for the
other. Brands have to design the product
around the consumer in rural India; they cannot present what they have already.
The thought process of the consumer and the dealer are different and rural
marketing is all about being in sync with the audience the brand is servicing.
In the rural market packaging assumes greater importance and that the marketing
model of sale push approach works better in rural markets than the pull
approach that most of the multinational brands use.
·
Marketers still have not been able
to capture the rural market in the way they would want to, especially
multinational brands, however there is a huge scope in the rural market.
·
In the rural market the dealers and
retailers are better marketers than brand managers
·
Mobile phone numbers are changed
almost every month, not because of the accessibility or the connectivity, but
because the offers by the service providers keep changing every month which
means it will be tough for the marketers to create brand loyalty.
In this article Mr. Sudeep
Narayan, Marketing and PR Director, Volvo India stresses on the importance of intertwining creative messaging with timing and looking at
the frame of mind of the respondent at that time. A fabulous example of
personalized messaging was an outdoor campaign by Mini. It was a cantilever
hoarding with a camera, and whenever a Mini passed it, the camera could detect
the registration number of the car, which would provide the car-owner’s name
and the hoarding would change to ‘Hello Abhinav’ or ‘Hello Sunita’!
·
It is important for a automobile company to connect with their target
audience especially in a cluttered Indian market.
·
Volkswagen undoubtedly has been able to do it successfully through its out
of the box print advertisements.
·
In US, German automaker Audi came up with a twitter campaign to give
lucky fans a chance to test drive an R8
·
India’s ace shuttler,
Saina Nehwal, has been roped in as Sahar India Pariwar’s brand ambassador.
·
Sahara India Pariwar,
which apart from being a huge business conglomerate has also done tremendously
for the cause of promotion of sports in India.
·
Some other players who
have been earlier associated with Sahara are Gagan Narang, Abhinav Bindra,
Tejaswini Sawant, Vijender Singh, Sushil Kumar, Mary Kom, Yogeshwar Dutt, Vijay
Kumar, Sania Mirza, Dola Banerjee, Asher Noria, Kapil Dev, Sourav Ganguly,
Jyotirmay Sikdar, Zaheer Khan, Col. Rajyavardhan Rathore, Gagan Ajit Singh,
Harbhajan Singh, Yuvraj Singh, Leander Peas, Rahul Dravid, Virendra Sehwag and
Bula Chowdhury.
·
Nehwal’s successes has
led many, especially girls in India, towards sports and inspired them to excel
and play for the nation.
·
LK Gupta, Vice
President and Chief Marketing Officer at LG Electronics India, has quit the
company.
·
Gupta joined the
electronics company in the year 2007.
·
Prior to LG, he was
associated with Procter & Gamble as the brand manager for Oral Care from
2006 to 2007.
·
He has, in the past,
also worked for the company’s Gillette brand, as the Regional Business Manager,
Oral Care, Gillette, and the Regional Media and Market Research Manager,
Gillette for Middle East and Africa.
Headline: After oats, now Quaker upma and poha, Dec 17, 2012
The article speaks about Quaker, the oats brand
from PepsiCo, that hasannounced the launch of a new range of ready-to- cook
traditional breakfasts. The Company is entering the traditional breakfast space
for the very first time ,banking on the health benefits of wholegrain to
attract Indian consumers .
Quaker NutriPoha, in two variants – Quaker
NutriPoha Home-Style and Quaker NutriPoha-Green; and Quaker NutriUpma, again in
two variants – in Home Style and Onion Tomato are the two additions to the
existing product basket of Quaker.Thetwo are priced at Rs.
26 each for a 150 g pack. Among the consumer segments that Quaker is
looking to target for these new products, working women are an important,
relevant segment.
To increase awareness about the health benefits
of these products and expand its presence in the ready-to-cook breakfast space,
PepsiCo will be pursuing a 360-degree marketing strategy that will include
radio, print, digital, and on ground consumer engagement. The products will
initially be available in select modern day trade outlets in Delhi.
Headline: How ‘Sar utha ke jiyo’ empowers customers and employees alike, Dec 11, 2012
HDFC Life’s ‘Sar Utha Ke Jiyo’ tagline signifies
‘financial independence and dignity’. How did HDFC Life zero on to the popular
catch=phrase and how the company made it as its mantra not just for its
consumers but for its employees too. Sanjay Tripathy, EVP & Head Marketing,
Products & Direct Channels, HDFC Life, took Impact, the weekly media,
marketing & advertising from exchange4media Group down the memory lane.
Impact celebrated its 8th anniversary lately…
“We zeroed down on this as our Core Brand Thought
after extensive research. The research revealed that our customers see
financial independence as a means to ensure the family’s pride and self-respect
never gets compromised at any cost. Irrespective of the metro-non-metro divide,
an individual’s need to financially safeguard his family from any financial
calamity is universal. Our campaign worked around this core thought re-defined
the way insurance industry advertising is done. This brought a stronger connect
and relevance of our category to our target segment. It is a subtle yet
powerful core thought – its essence of self-respect manifests not only in our
customers, but in our employees as well” says Sanjay.
The TVC on the ‘Sar Utha Ke Jiyo’ positioning was
first launched in 2005. This positioning proved to be unique and made the
Company stand out in the cluttered category.The brand signifies strong ethics
and principles. Marketers should focus on customers, build insights, and use
those insights to develop products and services. It’s important to create
campaigns with big ideas, and then ensure customer experience and service
delivery in sync with the core brand promise. “Today, whatever advertising we
do, our Core Brand Thought ‘Sar Utha Ke Jiyo’ works as the common thread ” says
Sanjay.
Headline: Tell me a
Story: Coca-Cola embarks on a new digital ‘Journey’, Dec 6, 2012
Share
Happiness has been Coca-Cola’s mantra. It has now revamped its corporate
website to name it Coca-Cola Journey, which is a global online magazine created
to share the brand’s story.
Coca-Cola
Journey is a business portal and stands out for its marked departure from the
conventionally staid and static corporate websites. It will house content such
as press releases, investor information, company reports, and job openings but
the layout, design and editorial focus will now steer more towards establishing
a consumer digital magazine.
Coca-Cola’s
“most ambitious digital project” hopes to reach a wider audience and fuel
greater interactivity and dialogue. The brand is looking to target an audience
with certain psychographics; a digitally savvy, well-connected stakeholder and
influencer.
This
could attempt to connect with consumers could backfire as well if the customers
publish their bad experiences. In the McDonald "story" once people
started tweeting negative remarks, others jumped on the bandwagon and a
full-blown case of tweet jacking occurred.
Hence it
could act as a double edged sword. If it’s successful it could go viral and
bring the customers close to the company.
Headline: Intel’s
New Year Resolution: Tablets and Smartphone’s on priority,
Dec 18, 2012
The
company is looking at Intel-powered tablets and Smartphone’s, as it would
reinvent mobility with 4th Generation Intel Core processors.
The
survey shows the preference of the consumer to use a gadget.
PC
penetration in the market stands at about 10 percent. The laptop segment
is growing faster than the PC in the country.
Marketing Strategies:
·
‘Go
do something Wonderful’ campaign claims to have more than 65 crore impressions
online and is spanned across seven languages to drive technology adaptation in
rural, semi-urban and urban areas.
·
‘My
Discoveries’ campaign targeting college youth, IT Hubs, Corporate parks is
showcased not only to give the feel of the product and the technology but also
enhance the skill-set using the product.
·
Digital
Literacy Week: Trained over 10,000 people to make them digitally literate.
Potential Market: India will be the top five
markets in the coming three years worldwide. India is already in the top 10
markets for PC, tablets, mobiles in the world.
Headline: Berger Paints experiments
with designer themes.
In
a bid to attract new consumers, Berger Paints has partnered with Sussanne
Roshan and The Charcoal Project to innovate its offer with the launch of ‘Lewis
Berger Design Stories’.
This
is first time when a celebrity designer has been roped in to introduce designer
room themes in paints.
The
Lewis Berger Design Stories includes a range of room themes consisting of wall
finish, tattoo, furniture, upholstery and curtains created by celebrity
designer Sussanne Roshan.
Launching
this offer comes from research which shows that consumers are increasingly
looking for expert professional interior décor advice while setting up their
homes.
Nowadays,
customers are looking forward for expert advice of many products. Even the ITC
brand ‘Vivel’ appointed Fashion Designer Wendell Rodricks for expert designs
and strategies.
With
this project of roping in Sussanne Roshan , Berger Paints have estimated that
this launch would be a huge success.
Headline:
Fevicol ads never cease to amaze
Innovations,
design and communications that connect to the core of the consumer never fail
to impress Mr. Kamal Nandi,VP, Sales & Marketing, Godrej Appliances.
He
believes that designs reflect personalities. The Age of Personalisation is here
and everyone wants something that is customised to his or her personality.
Communication
is the best thing in marketing, said Mr. Kamal. N.
In
the area of communication, Mr. Kamal feels that the Fevicol ads are amazing and
never tired of watching.
We
usually fall in love with something that resonates with our persona.
Therefore,
brands that are able to actually create that sort of personalized products are
becoming the choice of customers today.
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