Dish TV’s Salil Kapoor & HDFC’s Rohit Mull on the need to sharpen marketing focus
The second edition of the Pitch CMO Summit was held in New Delhi on November 16, 2009. Two case study presentations on the day from brands such as Dish TV and HDFC Bank, that kept the marketing focus going even in a tough year, reiterated the need to constantly evolve. The case studies also spoke on the advantages of a sharpened focus in marketing, especially in tough times.
Continuously evolve & differentiate: Salil Kapoor, Dish TV
The first session for the summit started with an insightful case study of Dish TV on how the brand maintained its position in the slowdown and competitive environment. Salil Kapoor, COO Dish TV, emphasised on the concept of continuously evolving and differentiating the brand in tough times. “In slowdown, you cannot afford to be slow yourself,” he said.
Kapoor took the audience through the brand journey of Dish TV from their first phase of entering the market through rural areas, which he explained was by default and not by design, to their shift to top 200 cities by attacking the cable households with the ‘Wish Karo Dish Karo’ campaign.
During the slowdown, the brand indentified opportunities in the segment like going back to rural markets where the impact of slowdown was minimal. The brand increased its distribution with live transmission on buses, trains and moving vehicles and took full advantage of its strong technology by getting most number of channels on its platform and offered that to the consumer as a differentiator. Kapoor also mentioned that the brand is in the re-launch phase and will come out with the new differentiation in a fortnight.
Leverage Marketing Analytics: Rohit Mull, HDFC Bank
The third session of the Pitch CMO Summit 2009 saw Rohit Mull, EVP & Head - Marketing, HDFC Bank speak on leveraging marketing analytics for an enduring competitive advantage. Unlike taking up the advantages of traditional advertising as a means to communicate a brand, Mull talked in length on how analytical marketing and tools like data mining and trend analyses can do a world of difference to a brand.
“If analysed carefully in groups and segments, consumers display a certain scientific behaviour, which when considered can help targeting them specifically rather than reaching out to a large mass of people,” observed Mull. According to him, the role of analytical marketing has risen from that of a ‘support function’ to that of a tool for making ‘strategic decisions’. Citing an example, he pointed out that with analytical marketing tools like Angoss, SAS or Unica one can easily figure out which market needs more branches or specifically which customer needs a loan more than another who might not be in need of any.
To conclude, he said analytical marketing, if used properly, can help the marketer identify the right customer, the right product or product variant for him, the right offer, the right channel and language to communicate to him and the right time to do so. More importantly, it helps measuring marketing ROI every time and helps in winding up costs of communication.”
Our typical marketing budget is usually 10 per cent of the topline spend
There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=http://www.exchange4media.com/company/news/amaz...
The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.
<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...
Under the watchful eye of Walt Disney, Bindass undergoes brand repackaging with a fresh new show ‘Dil Buffering’ simulcast across its linear and social media platforms on September 29 and will launch...
Apart from the mandate for the first project which is the Ashiana Town in Bhiwadi, Tomorrow and InterTwined will deliver brand solutions across film, print, radio, outdoor and activation besides provi...
Despite advertising picking up after a slow Q1, regional FM players still feel that the lingering effect of GST, RERA, demonetisation will still make its impact felt during the upcoming festive quarte...