Recession: an Opportunity to Build Your Brand Saurabh Ruhela
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High on marketing... January 2012, Vol. I, Issue 2 The Year of the Titans MIB, Delhi University|BRAND.i, Vol. I, Issue 2, Jan 2012 IndeIndexx Marketing In The New Era: Shopper Marketing Kiran Krishnan The War of the Noodles! Ankit Soni 'Emotional' Marketing Janya Mahesh Menghrajani Marketing Of Luxury Goods Jay Padhya Hero Honda Re-branding To Hero Motocorp Puneet Kapoor Reckitt Benckiser: Becoming Indian healthcare giant Rohit Sah Recession: An Opportunity To Build Your Brand Saurabh Ruhela 2011: Year of the Titans Editorial Team, Brand.i Demise of a Creative Genius Sahil Lohra Anna Phenomenon Himanshu Chauhan Why this Viral Viral Di ? Ankit Soni Cricket Mania Himanshu Chauhan Flash Mobbed ! Ankit Soni Tourism Marketing Raghu & Praveen Sensory Branding And Its Importance In Marketing Megha Rathod Breakthrough or Mismatch? Shubham Shrivastava Referral Marketing: Simpler Yet Smarter Akashdeep Sah Positioning: Erstwhile or Still A Relevant Strategy?? jayant desai Nokia Vs Samsung; Battle royale Sanjay Raturi Brands: It's About You Vishal Vishy MIB, Delhi University|BRAND.i, Vol. I, Issue 2, Jan 2012 Marketing In The New Era: Shopper Marketing Kiran Krishnan IIM Indore What is shopper marketing? Brand which dwell on “shopping experience” as a the key driver of differentiation It is a relatively recent marketing discipline which aims at converting shoppers in buyers, through an New format retailers who are looking at expansion integrated marketing approach for the mutual /re-launch of their store / department/category etc benefits of both the marketer as well as the retailer. This concept originated in the West initiated by The various private labels which are looking at carving companies like P&G, Unilver & Coca Cola. The out more market share etc emergence and dependence of Modern Retail is Emerging Trends believed to be the driving force resulting in new concepts like shopper marketing to influence A recent survey by the Grey and G2’s ‘Eye on Asia’ shoppers in some of the largest markets like report for bulk of Indian shoppers throws out highly Walmarts, Carrefours, Tescos, Sears etc. Ever since, interesting insights. It notes, Shopper Marketing has been working for brands One-third of final purchase choices are made in-store, around the world to go beyond conventional more so in hyper or super markets, claims recent. merchandising and visibility creation to actually drive purchase. Indians spend an average 36 minutes in supermarkets and about 20 minutes in provision stores. There is a fundamental difference between shoppers and consumers. Shoppers behave differently from It notes that 50% of consumers decide on the basis of consumers. With consumers the focus of the brand is what the information is provided at store level— on consumption. With shoppers, the focus is on promotions, demonstrations and advice. purchase! Also the shopper frequency is increasing. With more Whether digital, e-commerce, m-commerce, visits per week and a slowing interest in the big weekly traditional media, in-store or direct communications, shop, the right thing for, say the food brands, would shopper marketing encourages retailers and be to suggest customers ‘ideas for dinner tonight’ manufacturers to communicate more directly with rather than just ‘ideas for dinner consumers. It should therefore be noted that it is not Various other reports also note that, Shoppers are limited to only in-store marketing activities but is a increasingly making, changing or reinforcing their part of an overall integrated marketing approach that purchase decisions at the store. Worldwide studies by c o n s i d e r s t h e leading FMCG opportunities to companies put d r i v e this figure as high consumption and as 70%. Hence, identifies the marketing for low shopper. i n v o l v e m e n t , From an Indian impulse purchase p e r s p e c t i v e , p r o d u c t s a r e S h o p p e r expected to gather marketing is ideal speed. for: In addition, the Brands which store is the second h a v e a h i g h largest source of dependence on awareness, after modern retail Television, for information on Brand Trivia Apple's original logo in 1976 featured Isaac Newton sitting under an apple tree. 01 MIB, Delhi University|BRAND.i, Vol. I, Issue 2, Jan 2012 brands and products. Not surprising then, that the be the differentiating factor. store is the new ‘moment of truth’ for brand marketers seeking to go beyond share-of-mind, to Cashless shopping would be an accepted norm. All we capture share-of-pocket. have to do would be just flashing our mobile phones in the counter and walk out. M-Commerce would be Key Insights the ordinary mode of cash transfer. The Popularity of Mobile Phones In 2010 brands really started to harness the power of social networks – but there is a still a lot to learn. In Smart phones provide us with the mobility, 2011 emerging technologies will allow users of social convenience and information to reduce the barriers networks to buy products directly from sites like to purchase thereby converting us from shoppers in to Facebook. Geo-marketing (such as Facebook Places buyers. and FourSquare) is also taking hold, allowing brands Smart phones/mobile devices provide a ‘search-to- to target shoppers based on their geographic shelf’ service whereby shoppers are using digital locations. communications to inform a buying decision before E-commerce would be more of an Everywhere even setting foot in the store. Even when in store, Commerce concept and Social buying would those shoppers are using the mobile to check on the dominate the online buying space. prices, or mobile coupons or simply googling to double check whether the best product has been Hence, in tomorrow’s world, your mobile device purchased at the best possible price. Smart phones would be your digital looking glass! thus have become ubiquitous and Google says Mobile Ads is the future of advertising See reference videos Where are Indian Companies? There is also this explosion in the mobile application In India, the Modern Retail is still at the nascent stage field which are being taken up by brands. These but growing at strong double digits. Here, hanging branded applications, which act as tools to help around in malls is increasingly becoming a nation people shop are essentially a highly involving form of past-time. We have a lot of catching up to do with our direct marketing and improve a shopper’s life. And if western counterparts and hopefully with the recent a brand can improve a shopper’s life, then repeat developments like Wal-Mart entering India and rise purchase is even more likely and loyalty beyond of other modern retail formats, shopper marketing is reason can be built. expected to prosper. Future of Shopping? Some recent news in this field are: Product catalogues for smart phones is already the In July 20, 2010, Coca-Cola India has appointed new thing for big retailers and billions are being spent OgilvyAction, the activation arm of Ogilvy India for on providing a flawless user experience to shoppers. creating shopper marketing programs for the RFID technologies, Location based services, mobile company’s brand portfolio. OgilvyAction will work payment gateways; social shopping will truly across all key channels where Coca-Cola India transform the way we look at shopping in India. operates in the country. We can expect an increased leveraging of technology In February 2011, Saatchi announced that its global where in one would be increasingly dependent on the clients, who have a presence in India like Diageo, smart phone apps prior to purchase say like Big P&G, Pepsico and LG are expected to extend their Bazaar Apps, that still allows consumers get the shopper marketing business to the agency in India cheapest deals without the crowd, chaos and long too. queues. Madison Shopper Marketing (MASH) has already Shopping for dresses would be so interactive that we started its operations and is currently providing to can try on the various clothes on a virtual mirror and services to clients like Britannia & Tata- AIG check out the best suiting ones by just a few swipes. And all you marketers out there, does all this sound Customization would gather more speed and would like an interesting career option? Brand Trivia Apple was the first company to introduce the mouse and the trackpad. 02 MIB, Delhi University|BRAND.i, Vol. I, Issue 2, Jan 2012 The War of the Noodles! Ankit Soni Master of International Business, Delhi University Yes, you heard it right! These are times of the Noodles it. There is almost no prominent communication in war in India. And if you are sitting with a bowl of your India, yet it is good in numbers. It is growing at good favourite 2minute noodles you have been eating since rate and the distribution is slowly reaching tier 1 and years, there are high chances that you might be eating tier2 cities. This popularity made the company a new brand of noodles when you are reading the next "Chaudhry Group" set up a factory in India too. issue of this magazine. The instant noodle market is growing steadily at 20- 25% annually. There has always been a single leader i.e. Maggi by Nestle, the others only take single digit percentages. Maggi has, however, not been sitting quiet like an arrogant leader; it continuously revamps its campaigns and products too. It came up with a new 'Meri Masala Maggi 'recently, bringing out a new spicier version. It already has the classic flavour - Vegetable Atta noodles, Curry, Chicken and the fast growing Cup variant.