Group name - Radicals
1) Vibgyor executes Fiama Di Wills’ Aqua Pulse launch
By Deepa Balasubramanian
“Rejuvenating, refreshing, and adventurous”. This is the positioning strategy for new brand, “AQUA PULSE” of Fiama Di Wills’. Vibgyor Brand Services carried out the launch of the product at Ambience Mall in Gurgaon.
In order to do justice to its positioning strategy, they associated itself with Lonely Planet, India. The setup in the mall included, yacht set-up, a gaming zone, and a photo-op zone. The magnificent set-up attracted huge crowds who experienced the brand in an innovative and exciting manner.
The rationale behind the launch was to create an interface for the TG. Visitors could walk up to the stall, experience the product and its features and have a one-to-one interaction regarding the nitty-gritty’s of the products on offer.
Visitors to the stall could also play ‘Sailor of the uber cruise’ – a motion sensing game. Variants of the Aqua Pulse soap and face wash were given to the winners as freebies. In addition to this, a photo-op zone was created where visitors were provided with different props and could get their pictures clicked which were directly uploaded to Facebook through a tablet. Instant photo printouts were given out in a branded photo jacket.
By launching the product at such a grand scale, the company aims to penetrate into the minds of the consumers, which will lead to huge sales in the initial period.
2) Indian marketers see opportunity in turbulence
By Priyanka Nair
This article summaries the panel discussion at the Confederation of Indian Industry (CII) Marketing Summit 2012, held in Mumbai.
Key Highlights:
Anupama Ahluwalia, Vice President, Marketing, The Coca Cola Company, India and South West India, said, “The market right now is hugely fascinating and exciting. It is during turbulence that markets set up a lot of opportunities, which marketers should leverage as a time to do new things.”
According to Hemant Bakshi, Executive Director, Home and Personal Care Business, Hindustan Unilever, “There is hyper competition and the fact is we are living in interesting times, where consumers are changing faster than the markets outside. This makes it interesting to utilize this as an area of opportunity.”
The only fear that Abheek Singhi, Partner and Director, The Boston Consulting Group, feels that could be a worry for marketers is “inflation”.
Prahlad Kakar, Advertising Film Director, Genesis Film Production, thinks that during turbulent times also advertising budget should not be reduced drastically. The Indian market is already fragmented and if there is a cut down in communication, brands might tend to lose their core proposition.
In the end, all the panelists were of the opinion that, brands at these times should act like a quick stepper, should be spontaneous and should indulgence in simple strategy that is effective.
3) PepsiCo India bags title sponsorship of IPL
By exchange4media News Service
“Yehi Hai Right Choice Baby”, “Nothing Official About it”, “Ye Dil Mange More” and “Change the Game”. Once again Pepsico is planning to change the game by becoming the title sponsor for India’s most renowned brand “IPL” (Indian Premier League) for five year period beginning from 2013. PepsiCo’s winning bid was at Rs 396.8 crore. This is the largest investment by Pepsico in the game of cricket.
According to Pepsico, the partnership will add to the stature of both the brands; cricket is a religion in India and IPL is now its most revered temple where the faithful flocks go to. Given its historic association with the game, brand Pepsi will add new lustre to the tournament.
Brand Pepsi is an iconic youth brand and one of the most recalled and trusted brands across categories in the country. Now with this association they hope to catapult brand Pepsi to an even higher orbit as the most universal, popular, trend setting youth brand.
4) Jindal extortion case: Zee Editors granted bail
The Delhi Court on Monday has granted bail to Editors Sudhir Chaudhary and Samir Ahluwalia of Zee News and Zee Business respectively. The editors were arrested in an extortion complaint case that was filed by MP Naveen Jindal.
The Additional Session Judge Raj Rani Mitra presided over the hearing, and has asked both Editors to give a personal bond of Rs 50,000.
As is known, the editors were arrested for allegedly demanding Rs 100 crore from the Jindal Group in form of advertisements.
Earlier, the court had rejected the plea of Delhi Police to subject the two arrested Zee News Editor Sudhir Chaudhary and Zee Business Editor Samir Ahluwalia for the polygraph test as they refused to give their consent.
1) Vibgyor executes Fiama Di Wills’ Aqua Pulse launch
By Deepa Balasubramanian
“Rejuvenating, refreshing, and adventurous”. This is the positioning strategy for new brand, “AQUA PULSE” of Fiama Di Wills’. Vibgyor Brand Services carried out the launch of the product at Ambience Mall in Gurgaon.
In order to do justice to its positioning strategy, they associated itself with Lonely Planet, India. The setup in the mall included, yacht set-up, a gaming zone, and a photo-op zone. The magnificent set-up attracted huge crowds who experienced the brand in an innovative and exciting manner.
The rationale behind the launch was to create an interface for the TG. Visitors could walk up to the stall, experience the product and its features and have a one-to-one interaction regarding the nitty-gritty’s of the products on offer.
Visitors to the stall could also play ‘Sailor of the uber cruise’ – a motion sensing game. Variants of the Aqua Pulse soap and face wash were given to the winners as freebies. In addition to this, a photo-op zone was created where visitors were provided with different props and could get their pictures clicked which were directly uploaded to Facebook through a tablet. Instant photo printouts were given out in a branded photo jacket.
By launching the product at such a grand scale, the company aims to penetrate into the minds of the consumers, which will lead to huge sales in the initial period.
2) Indian marketers see opportunity in turbulence
By Priyanka Nair
This article summaries the panel discussion at the Confederation of Indian Industry (CII) Marketing Summit 2012, held in Mumbai.
Key Highlights:
Anupama Ahluwalia, Vice President, Marketing, The Coca Cola Company, India and South West India, said, “The market right now is hugely fascinating and exciting. It is during turbulence that markets set up a lot of opportunities, which marketers should leverage as a time to do new things.”
According to Hemant Bakshi, Executive Director, Home and Personal Care Business, Hindustan Unilever, “There is hyper competition and the fact is we are living in interesting times, where consumers are changing faster than the markets outside. This makes it interesting to utilize this as an area of opportunity.”
The only fear that Abheek Singhi, Partner and Director, The Boston Consulting Group, feels that could be a worry for marketers is “inflation”.
Prahlad Kakar, Advertising Film Director, Genesis Film Production, thinks that during turbulent times also advertising budget should not be reduced drastically. The Indian market is already fragmented and if there is a cut down in communication, brands might tend to lose their core proposition.
In the end, all the panelists were of the opinion that, brands at these times should act like a quick stepper, should be spontaneous and should indulgence in simple strategy that is effective.
3) PepsiCo India bags title sponsorship of IPL
By exchange4media News Service
“Yehi Hai Right Choice Baby”, “Nothing Official About it”, “Ye Dil Mange More” and “Change the Game”. Once again Pepsico is planning to change the game by becoming the title sponsor for India’s most renowned brand “IPL” (Indian Premier League) for five year period beginning from 2013. PepsiCo’s winning bid was at Rs 396.8 crore. This is the largest investment by Pepsico in the game of cricket.
According to Pepsico, the partnership will add to the stature of both the brands; cricket is a religion in India and IPL is now its most revered temple where the faithful flocks go to. Given its historic association with the game, brand Pepsi will add new lustre to the tournament.
Brand Pepsi is an iconic youth brand and one of the most recalled and trusted brands across categories in the country. Now with this association they hope to catapult brand Pepsi to an even higher orbit as the most universal, popular, trend setting youth brand.
4) Jindal extortion case: Zee Editors granted bail
The Delhi Court on Monday has granted bail to Editors Sudhir Chaudhary and Samir Ahluwalia of Zee News and Zee Business respectively. The editors were arrested in an extortion complaint case that was filed by MP Naveen Jindal.
The Additional Session Judge Raj Rani Mitra presided over the hearing, and has asked both Editors to give a personal bond of Rs 50,000.
As is known, the editors were arrested for allegedly demanding Rs 100 crore from the Jindal Group in form of advertisements.
Earlier, the court had rejected the plea of Delhi Police to subject the two arrested Zee News Editor Sudhir Chaudhary and Zee Business Editor Samir Ahluwalia for the polygraph test as they refused to give their consent.
Business reading report by Group B2
5) Rekha debuts for Snickers’ TV campaign
Snickers,
a brand of Mars International India, has roped in veteran actress Rekha for
their latest television campaign. This is Rekha’s first ever TVC.
Snickers’ upcoming TVC is an award-winning global campaign – ‘You’re Not You When You Are Hungry’. The TVC idea is conceptualised from the insight that hunger has telling physical, emotional and psychological side effects on us – it not only makes us physically weak, dizzy, tired and lifeless, but also makes us irritable, angry, whiny, grumpy, loopy, scatty and unable to concentrate. In a nutshell, we are not quite ourselves when we’re hungry.
The TVC packs all the humour and refreshing candor of the Snickers brand and at the same time keeps very much to the Indian idiom and ethos. The TVC has been directed by well-known Bollywood director Imtiaz Ali and also sees the appearance of another actress, Urmila Matondkar, who is also making a small-screen comeback after a long hiatus.
Snickers’ upcoming TVC is an award-winning global campaign – ‘You’re Not You When You Are Hungry’. The TVC idea is conceptualised from the insight that hunger has telling physical, emotional and psychological side effects on us – it not only makes us physically weak, dizzy, tired and lifeless, but also makes us irritable, angry, whiny, grumpy, loopy, scatty and unable to concentrate. In a nutshell, we are not quite ourselves when we’re hungry.
The TVC packs all the humour and refreshing candor of the Snickers brand and at the same time keeps very much to the Indian idiom and ethos. The TVC has been directed by well-known Bollywood director Imtiaz Ali and also sees the appearance of another actress, Urmila Matondkar, who is also making a small-screen comeback after a long hiatus.
6) Pantaloons celebrates 15 yrs with aggressive marketing push
On completing 15 years of
its brand presence in the country, Pantaloons, fashion retailer from Future
Group, has rolled out an aggressive marketing campaign named ‘In love with
fashion’.
According to Chief of Marketing 50 per cent of the marketing budget is allocated for print campaigns, 20 per cent for out of home, 10 per cent for digital and remaining 20 per cent on other engagement activities.
The retail brand wanted to ride on the festival season and started the campaign from East India to capture the market during the pre-Durga Puja period. The campaign officially went live on September 26, 2012. From on-ground activities, which included music concerts and celebrity fashion shows in mall hubs, to tie-up with the ABP Group for various engaging promotions, the retail brand created a buzz. Aggressive print campaigns and out of home visibility was also created.
After the eastern phase, the campaign broke nationally. With about 150 plus sites pan India and targeting 75 plus multiplex screens, the campaign will continue to be live till the end of December 2012.
Pantaloons have presence in over 30 cities with around 68 stores. In an attempt to capture the attention of both existing consumers and potential ones, the retail chain is also conducting various styling and make-over sessions. With Christmas around the corner, it is also planning to create excitement among the kids by an activity where representatives from the store, dressed as Santa, will be sent to the homes of lucky kids, adding joy to the festival season.
It is not just about creating a great advertising campaign, but connecting and engaging with the target audience is what the aim is with this long-term promotion exercise.
From the last quarter Pantaloons is proactively looking at including more activities in its digital communication plan. For this particular campaign, it has tied up with Yahoo and created a digital catalogue wherein users can see the product range available at the stores. This is happening above its social media activities.
7) “Marketing has evolved from attention to involvement”
By – Deepika Bhardwaj
This article talks about three things
1. Marketing
2. Consumers
3. Experiments
Marketing has evolved today it is about engaging consumers and not stuffing consumers with advertisements, making them involved in the part of brand creation. Marketing is about. Attention, interest, desire, action, satisfaction of involvement (AIDAS). One of the powerful tools to influence consumers is word of mouth. Thus many brand face a challenge that how to get consumers recommend their product in their peer circles. Reasons consumers have changed is
a. Ample opportunities
b. Changing personal lives
c. Technology
There are lots of opportunities which are yet to be tapped. This article also talks about not just selling brands but try to sell experience, excite the consumers make events that will go viral and execute excellence. Create delights and small-small happy moments for the consumers he will then feel connected to the brand.
Implication: - Marketing today is changing and if we don’t change we will be left back
8) Marketers can’t ignore rural India any more
ByDeepaBalasubramanian
This article talks about the general misconception among the people regarding India .Indian economy stands for $1 trillion, also rural india is a part of urban india , there are lot of opportunites since India’s 50% income comes from rural India yet 100% marketers focus on urban India. This article speaks about two markets in India
1. Urban Market – Which is clustered
2. Rural market- Which is Heterogeneous and untapped
There are two myths which article tries to explain
1. India is Homogenous market – Article says that India has diverse culture so it is not possible to sell products via mass marketing , Individual needs are to be catered.
2. Rural India is all about agriculture- Article says that people’s perception is that rural India is all about agriculture which is not the fact which is not the fact , agriculture contributes one third of the rural income.
This article also states that even in health care the same situation exist, 70% of population is in rural but 80% of doctors stay in urban. The article urges the marketers to explore the market in rural India and shift the focus from urban to rural India, Don’t use traditional methods but do something different is the call for the hour to all the marketers.
Implication:- There are emerging market in India which needs to be tapped and utilized properly and this way a marketing manager can avoid the competition and can come out of the cluster.
9) “People don’t buy brands, they buy promise”
By Abid Hasan
This article talks about Indian brands in a global scenario, what is the situation of Indian companies in a global market. The thought process about brand is being tried to explain in this context, the author says don’t try to sell brands but try to connect the consumers create a value, associate the consumers with the brand, keep a check on the current preferences, there is a general misconception that advertising makes a brand, which is not the case the new tool is the story of the brand which if used properly is a powerful weapon. Don’t go by mediocre way understand the consumers, you don’t have to create a cool quotient to be successful, try to a sense of promise and a sense of trust. The goodwill that a brand has in the market and the consumer’s mind cannot be undermined. This article says “people don’t buy brands they buy promise. Create a story for your brand and highlight the story which will connect your brand to the consumers.
Implication: - Don’t sell only products but sell value along with the product, according to this article understanding the customers is very important and associating themselves in the brand process is very important. Hence the above statement people don’t buy brands but they buy promise.
10) “Our marketing approach is to surprise people”
This article talks about BMW Group India Company’s marketing plans at the launch of Mini, which has just hit the roads. India is the biggest growth engine for BMW. “India is a top priority as it is a market with a great future,”. He further said that India is a volatile market but the fluctuations in the economy have been realistic. Regardless of the economic situation, the company would find customers as it is a niche player.
The company’s communication strategy is based on a marketing approach that does not follow the traditional route, but is very different and daring. The whole idea is to surprise people. The company plans to concentrate on BTL activities to market the Mini. It is doing “crazy stuff” that will surprise people. Innovations such as the Mini on a swing, on a beach (Goa), or floating on a lake (Greater Noida) are in the pipeline.
There are events planned too that include motor sports, fashion shows, etc. All of this is linked to the personality of the Mini, which is a way of life – open and full of zest. The TG is the young Indian or those who are young at heart – 24 to 40 year olds who are very urban with high incomes and a strong western influence.
BMW is expecting a 10 to 20 per cent growth this year in India.
11) Marketers need to break through the comfort zone
By Shree Lahiri
Owner of a successful event management company, Mehrinfar shared the secrets of success from his personal experience while talking about ‘Thinking Tomorrow’. Tracing his personal journey, he disclosed that he had set up an event management company in the US and had organized several events, including a memorable one with Michael Jackson. He then relocated to Bahrain, where he set up his business from scratch. Describing himself as a ‘change agent’, a ‘driver of change’, and a ‘thought leader’, he said, “What’s important is to become, not be; not to sit back, but to break through the comfort.”
Mehrinfar stressed on the need to move from being just ‘content’ to ‘curiosity’. Propagating the importance of “evoking imaginary participation, a silent dialogue”, he said that’s what you need to do to go far, for that’s exactly what Bill Gates did.
Mehrinfar quoted his favorite quote by Michelangelo, “I saw an angel in the marble and carved until I set him free”, he said that the artist truly saw the future. That was seeing the end, through a “future lens”; making it a “now entity”, and “making the magic contact”. In nine out of ten events, he pointed out you don’t get that; most marketers are chiseling the marble and unable to “visualize the angel”.
His advice was: “Let’s not embrace the future, let’s abduct it before it arrives to our favor!” “Design your story and tell it well, Steve Jobs did it,” he concluded.
12) “Digital marketing has rendered traditional marketing obsolete”
By ArshiyaKhullar
With the galloping growth of technology and the digital landscape, communication has moved beyond the traditional confines of television and print to encompass the plethora of choices available digitally. Whether it is web, social, or mobile – marketers are latching on to each of these platforms to make their brands more appealing and relevant. With ‘experiential’ connect being the key and multiple platforms available to marketers for establishing this connect, the digital world helps to provide an ambience to build a brand presence through one-on-one engagement.
According to Mahesh Murthy, Chief Executive Officer, Pinstorm, digital media and marketing have rendered traditional marketing principles obsolete and there is a need to move beyond Kotler’s 4 Ps of marketing. “A brand does not exist on the shelf, it is the sum total of emotions that a customer has for a product or service. The traditional thinking about a product has changed. When we talk of price, the distinction between premium and discount brands isn’t as strong as before and marketers can now vary the prices of their products tactically on the basis of consumer’s needs. Even placement and promotion have evolved from their conventional meaning,”
However, quality content, irrespective of the medium, still remains the overarching need. Engaging, entertaining, relevant content is a crucial prerequisite for a successful digital plan.
Brands also need to listen to, converse and collaborate with their customers on the digital front to create a unique connect and build a favorable perception of the brand. As influencers and brand advocates, consumers help create a ripple effect, thereby, becoming a media for the brand itself.
According to research, word-of-mouth is the most trusted medium for consumers followed by the opinions posted online, indicating the trust that customers repose in digital. Therefore, brands need to absorb these numbers and invent strategies to leverage this potential. “At the same time, they need to search for the right influencer group. And from the agency perspective, digital is all about multi-specialization and creative agencies need to ensure that solutions are provided round the clock,”
According to Chief of Marketing 50 per cent of the marketing budget is allocated for print campaigns, 20 per cent for out of home, 10 per cent for digital and remaining 20 per cent on other engagement activities.
The retail brand wanted to ride on the festival season and started the campaign from East India to capture the market during the pre-Durga Puja period. The campaign officially went live on September 26, 2012. From on-ground activities, which included music concerts and celebrity fashion shows in mall hubs, to tie-up with the ABP Group for various engaging promotions, the retail brand created a buzz. Aggressive print campaigns and out of home visibility was also created.
After the eastern phase, the campaign broke nationally. With about 150 plus sites pan India and targeting 75 plus multiplex screens, the campaign will continue to be live till the end of December 2012.
Pantaloons have presence in over 30 cities with around 68 stores. In an attempt to capture the attention of both existing consumers and potential ones, the retail chain is also conducting various styling and make-over sessions. With Christmas around the corner, it is also planning to create excitement among the kids by an activity where representatives from the store, dressed as Santa, will be sent to the homes of lucky kids, adding joy to the festival season.
It is not just about creating a great advertising campaign, but connecting and engaging with the target audience is what the aim is with this long-term promotion exercise.
From the last quarter Pantaloons is proactively looking at including more activities in its digital communication plan. For this particular campaign, it has tied up with Yahoo and created a digital catalogue wherein users can see the product range available at the stores. This is happening above its social media activities.
7) “Marketing has evolved from attention to involvement”
By – Deepika Bhardwaj
This article talks about three things
1. Marketing
2. Consumers
3. Experiments
Marketing has evolved today it is about engaging consumers and not stuffing consumers with advertisements, making them involved in the part of brand creation. Marketing is about. Attention, interest, desire, action, satisfaction of involvement (AIDAS). One of the powerful tools to influence consumers is word of mouth. Thus many brand face a challenge that how to get consumers recommend their product in their peer circles. Reasons consumers have changed is
a. Ample opportunities
b. Changing personal lives
c. Technology
There are lots of opportunities which are yet to be tapped. This article also talks about not just selling brands but try to sell experience, excite the consumers make events that will go viral and execute excellence. Create delights and small-small happy moments for the consumers he will then feel connected to the brand.
Implication: - Marketing today is changing and if we don’t change we will be left back
8) Marketers can’t ignore rural India any more
ByDeepaBalasubramanian
This article talks about the general misconception among the people regarding India .Indian economy stands for $1 trillion, also rural india is a part of urban india , there are lot of opportunites since India’s 50% income comes from rural India yet 100% marketers focus on urban India. This article speaks about two markets in India
1. Urban Market – Which is clustered
2. Rural market- Which is Heterogeneous and untapped
There are two myths which article tries to explain
1. India is Homogenous market – Article says that India has diverse culture so it is not possible to sell products via mass marketing , Individual needs are to be catered.
2. Rural India is all about agriculture- Article says that people’s perception is that rural India is all about agriculture which is not the fact which is not the fact , agriculture contributes one third of the rural income.
This article also states that even in health care the same situation exist, 70% of population is in rural but 80% of doctors stay in urban. The article urges the marketers to explore the market in rural India and shift the focus from urban to rural India, Don’t use traditional methods but do something different is the call for the hour to all the marketers.
Implication:- There are emerging market in India which needs to be tapped and utilized properly and this way a marketing manager can avoid the competition and can come out of the cluster.
9) “People don’t buy brands, they buy promise”
By Abid Hasan
This article talks about Indian brands in a global scenario, what is the situation of Indian companies in a global market. The thought process about brand is being tried to explain in this context, the author says don’t try to sell brands but try to connect the consumers create a value, associate the consumers with the brand, keep a check on the current preferences, there is a general misconception that advertising makes a brand, which is not the case the new tool is the story of the brand which if used properly is a powerful weapon. Don’t go by mediocre way understand the consumers, you don’t have to create a cool quotient to be successful, try to a sense of promise and a sense of trust. The goodwill that a brand has in the market and the consumer’s mind cannot be undermined. This article says “people don’t buy brands they buy promise. Create a story for your brand and highlight the story which will connect your brand to the consumers.
Implication: - Don’t sell only products but sell value along with the product, according to this article understanding the customers is very important and associating themselves in the brand process is very important. Hence the above statement people don’t buy brands but they buy promise.
10) “Our marketing approach is to surprise people”
This article talks about BMW Group India Company’s marketing plans at the launch of Mini, which has just hit the roads. India is the biggest growth engine for BMW. “India is a top priority as it is a market with a great future,”. He further said that India is a volatile market but the fluctuations in the economy have been realistic. Regardless of the economic situation, the company would find customers as it is a niche player.
The company’s communication strategy is based on a marketing approach that does not follow the traditional route, but is very different and daring. The whole idea is to surprise people. The company plans to concentrate on BTL activities to market the Mini. It is doing “crazy stuff” that will surprise people. Innovations such as the Mini on a swing, on a beach (Goa), or floating on a lake (Greater Noida) are in the pipeline.
There are events planned too that include motor sports, fashion shows, etc. All of this is linked to the personality of the Mini, which is a way of life – open and full of zest. The TG is the young Indian or those who are young at heart – 24 to 40 year olds who are very urban with high incomes and a strong western influence.
BMW is expecting a 10 to 20 per cent growth this year in India.
11) Marketers need to break through the comfort zone
By Shree Lahiri
Owner of a successful event management company, Mehrinfar shared the secrets of success from his personal experience while talking about ‘Thinking Tomorrow’. Tracing his personal journey, he disclosed that he had set up an event management company in the US and had organized several events, including a memorable one with Michael Jackson. He then relocated to Bahrain, where he set up his business from scratch. Describing himself as a ‘change agent’, a ‘driver of change’, and a ‘thought leader’, he said, “What’s important is to become, not be; not to sit back, but to break through the comfort.”
Mehrinfar stressed on the need to move from being just ‘content’ to ‘curiosity’. Propagating the importance of “evoking imaginary participation, a silent dialogue”, he said that’s what you need to do to go far, for that’s exactly what Bill Gates did.
Mehrinfar quoted his favorite quote by Michelangelo, “I saw an angel in the marble and carved until I set him free”, he said that the artist truly saw the future. That was seeing the end, through a “future lens”; making it a “now entity”, and “making the magic contact”. In nine out of ten events, he pointed out you don’t get that; most marketers are chiseling the marble and unable to “visualize the angel”.
His advice was: “Let’s not embrace the future, let’s abduct it before it arrives to our favor!” “Design your story and tell it well, Steve Jobs did it,” he concluded.
12) “Digital marketing has rendered traditional marketing obsolete”
By ArshiyaKhullar
With the galloping growth of technology and the digital landscape, communication has moved beyond the traditional confines of television and print to encompass the plethora of choices available digitally. Whether it is web, social, or mobile – marketers are latching on to each of these platforms to make their brands more appealing and relevant. With ‘experiential’ connect being the key and multiple platforms available to marketers for establishing this connect, the digital world helps to provide an ambience to build a brand presence through one-on-one engagement.
According to Mahesh Murthy, Chief Executive Officer, Pinstorm, digital media and marketing have rendered traditional marketing principles obsolete and there is a need to move beyond Kotler’s 4 Ps of marketing. “A brand does not exist on the shelf, it is the sum total of emotions that a customer has for a product or service. The traditional thinking about a product has changed. When we talk of price, the distinction between premium and discount brands isn’t as strong as before and marketers can now vary the prices of their products tactically on the basis of consumer’s needs. Even placement and promotion have evolved from their conventional meaning,”
However, quality content, irrespective of the medium, still remains the overarching need. Engaging, entertaining, relevant content is a crucial prerequisite for a successful digital plan.
Brands also need to listen to, converse and collaborate with their customers on the digital front to create a unique connect and build a favorable perception of the brand. As influencers and brand advocates, consumers help create a ripple effect, thereby, becoming a media for the brand itself.
According to research, word-of-mouth is the most trusted medium for consumers followed by the opinions posted online, indicating the trust that customers repose in digital. Therefore, brands need to absorb these numbers and invent strategies to leverage this potential. “At the same time, they need to search for the right influencer group. And from the agency perspective, digital is all about multi-specialization and creative agencies need to ensure that solutions are provided round the clock,”
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