The final set of case studies presented at the Pitch CMO Summit 2009 reiterated that brands needed to stay the course even in times of adversities, for that was the one way to ensure that kneejerk reactions did not alter the route, and hence the objective. Domino’s Pizza India, Senior VP- Marketing, Dev Amritesh and Colors’ Marketing Head Rameet Arora also said that at the end of the day it was about the product quality.
Continuing the brand positioning: Dev Amritesh
“We do not have solid strategy that can categorise us as the ‘Slowdown Superstars’ but we did continue with our brand positioning even in tough times,” is how Domino’s Pizza India, Senior VP- Marketing, Dev Amritesh started his presentation on the strategies that Domino’s had undertaken in the year gone.
Before delving on the activities that the company had taken up, Amritesh took the audience through the three phases where the company had evolved from the phase of focussing on satisfying the hunger with the ‘Hungry Kya?’ tagline and shifting to the second stage of service dimension with 30 minute promise to the third phase of making ‘relevance’.
Elaborating that although Pizza mania range was introduced right in the middle of the slowdown period, it was not a part of the strategy for slowdown, but a result of what they have been working from before. He admitted that Domino’s continued to focus on the value for money activation, where the ad spends even increased by 26-27 per cent over the last year.
Lazer sharp consistency worked as a success mantra: Rameet Arora, Colors
“Our lazer sharp consistency and our approach on who we wanted to be, and where we wanted to be, worked as the success mantra to combat slowdown,” said Rameet Arora, Head - Marketing, Viacom 18-Colors, in the culminating session of the Pitch CMO Summit 2009.
Starting with viewership figures of last week for Colors he said that 70 million people watched the channel within 140 minutes, in the country. Taking slowdown as an opportunity, Arora shared that as a marketer, Colors did not cut marketing dollars and kept investing money. He added, “It’s all about the content because even greatest marketing in the world cannot sell bad content”.
Elaborating on the two aspects of Colors’ marketing strategy, Arora informed that the channel approached every local media players in the small towns and did a campaign, ‘Colors Ke Stars Ke Saath Ek Mulakaat’ where they got advertisement without spending any money. He added, “Secondly, during the anniversary of the channel we went to the 30 cities with our cast and connected with our viewers. We were covered by 1550 articles by 520 mediums.”