SureWaves, in association with exchange4media organised a special roundtable discussion titled ‘Diversity Marketing: The Next Big Challenge for FMCG in India’ as a platform for thought leadership on Friday, 29th January 2016 in Mumbai. The panellists touched upon topics like marketing challenges faced by FMCG sector, importance of addressing diversity among consumers, how television has helped them to address this challenge, interesting patterns observed across segments, media advertising and the role of research in consumer insights.
The speakers on the panel were-- Ajay Dang- Vice President, Marketing (Home Care), Godrej Consumer Products; Anuradha Aggarwal - Chief Marketing Officer, Marico; Anuradha Paraskar – President, Marketing & Group Brand, Piramal Group; Manashi Guha- Vice President, Marketing - Consumer Products Division, Loreal India; Parag Desai- Executive Director, Wagh Bakri Tea and Shivangi Gupta- Director, Midas Care, shared their perspective on how ‘Diversity Marketing’ can propel the next level of growth for the FMCG industry. The session was moderated by Vanita Keswani, CEO, Madison Media Sigma.
Speaking on the importance of ‘Diversity Marketing’, Aggarwal said, “Challenges in front of today’s marketers is that consumers have plenty, there is so much choice and a lot of fragmentation is taking place, so they need to ensure that there is attention across all the platforms. This space is evolving as fast as digital is evolving. Our old partners, who have been with us for years, have also made changes in the internal structure to keep up with time. That change enables us to ensure that we are in touch with the new reality. Having said that, I don’t believe it is a world of one agency at all. One agency cannot produce that quantum of work which is necessary to keep a 15 year old boy engaged today. Brand manager and management’s responsibility is becoming more complex as well as exciting as a result of this.”
According to Paraskar from Piramal Group, “It is all about reach and making it more relevant. Some of the brands in the FMCG space today are using social space so well in terms of the diverse segments and there is so much that one can actually do. Content creation has become extremely important today.”
Desai shared Wagh Bakri’s strategy when the company entered Maharashtra. For six months, they had to struggle because there was no need for people to change their own brand and shift to Wagh Bakri. However, the brand understood the problem, and soon they started advertising and making a lot of conversation in local language. Plus they started the concept of ‘Tea Lounges’, which serves tea along with local food.
He said, “TV is so fragmented that nothing can be guaranteed, until and unless you spend a lot of money, like we had done for the 4-minute long ad titled ‘Rishton Ki Garmahat’. On 26th January last year, it was aired over 100 times that day. We had pre-booked slots across news channels (a strategic move, given the high level of viewership owing to US President Barrack Obama's visit to Delhi). We have always looked for any occasions, for e.g. during India-Pakistan match we had launched our campaign while the match was going on. I won’t say people started to drink our tea immediately after it, but they somehow start connecting with the brand. Being a niche player in the premium segment, we do get such opportunities and our team would like to score in them.”
Dang from Homecare highlighted the importance of contextualising, so that consumers are able to hear the brand. The reason being, they are not merely buying the product, but buying some change in their life.
Talking about the scope of the digital media, Manashi Guha elaborated, “Since we are a global brand, we try to keep a bit of the core and see how much we can customise. We have brands that run on only digital, and then we have brands which run on no media as well. So depending on the size of the brand and the number of people to whom you are talking to, you need to choose your medium. One size cannot fit all, but digital has opened a lot of opportunities, which the traditional media couldn’t provide.”
Gupta from Midas Care said, “One cannot use just one communication to address consumers because of the amount of awareness which people have today. Many a times, the consumers would just switch off the brand because he might feel that the brand is not talking to me or I don’t understand.”