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The art of keeping brands relevant to changing consumers

The art of keeping brands relevant to changing consumers

Author | Deepika Bhardwaj | Tuesday, Nov 29,2011 7:39 AM

The art of keeping brands relevant to changing consumers

Delivering the Keynote address at the Delhi leg of Pitch CMO summit was Chairman and MD Nestle India, Antonio Helio Waszyk sharing his views on “Mastering the art of keeping brands alive and relevant to changing consumer.” Having been with Nestle since 1977 and handling Indian Operations since 2009, Antonio enlightened the audience on how Nestle has understood its consumers deeply and connected with them at every touchpoint. He also announced that ‘Munch’ a pure Indian innvations is now foraying overseas.

He bagan his address by discussing the importance of marketing as a function, mentioning “Marketing is not just about innovation and renovation its about a perfect communication strategy. One job a CEO can't delegate to anyone just like that is of marketing, the task of building a brand. Role of marketing is to build a brand and then maintain that brand.”

The Volatile, Uncertain, Complex and ambigous Indian markets have ofteen been considered as pyramidical in nature. Antonio informs that the same is not true. “The structures have moved away from being pyramidical to diamond like. Opportunities today are in shape of a diamond. The values, aspirations and quality of life have gone up and do not really rest on a flat structure. A pyramid is static but a diamond can be played with. The population and consumer opportunities are also more like diamond, we have to play along with. An Indian consumer is not really sold for cheap but for value today. If you give them value they understand the price proposition,” he suggested.

Nestle has also successfully experimented with their mediums of communication. Antonio believes that it is wiser to go to different regions and market to local clients rather than buying just one spot on colors or StarTV and flash it at 8pm. Regionalization is the future, he pointed out.

With the evolution of Modern trade and traditional shops also becoming more and more modernized, Waszyk said that it is essential for Marketers to put weight at the last square feet. Sharing his concern that the same is not happening, he said “Marketers todays have forgotten about the art of marketing at the last mile. If you are not marketing your product at the last point of sale then you are doing nothing. The moment of truth is that you have to communicate the product experience at the last mile. The future belongs to those who will understand and implement Regionalization, Digitalisation and Merchandisation.”

Guiding marketers on best media practices, Antonio shared that the paradigm has shifted from reach and frequency to attract and engage. He explained “Your media behaviour should be based on how well you understand your consumer. If facebook was a country, it will be the third largest. So digital is an important media. And marketers need to have an understanding of it.”

Antonio also stressed on the idea that brands need to change the way they communicate with the consumer sharing example of the change in Maggi’s communication from “Fast to Cook, Good to Eat” to “Taste Bhi Health Bhi.”

“Convenience is a given factor when you are talking about processed food, you can’t market that as a differentiating factor. Quickness in preparation, be it 2 minutes or 5 minutes will not make much difference but providing health and taste is a proposition consumer will like to associate with” said Antonio. He adviced marketers to innovate bigger, bolder and better and shared example of Munch - an Indian innovation which is being adopted in overseas markets now.

Concluding his talk, Antonio left the most important message for the audience – Consistency in Communication. He elaborated “ It is not about reinventing your brand, communication once a year or two years or three years, you have to communicate constantly with your consumer so that you are on the top of their minds always. Along with consistency, one must keep in mind that you should not need to explain your communication to the consumer. One should be able to see it, feel it and experience it. If I would have to explain my brand to someone, I must be in a museum rather than in marketing.”

While Jagran was the presenting sponsor of the Pitch CMO Summit 2011, in association with Zee Bangla, the other associate sponsors included Times Television Network and Open magazine.


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