Consumers unforgiving, watch what you claim: Geetu Verma
In an era where consumers have access to information and an opinion on everything, it is important for brands to claim only what they can deliver, says Verma, Executive Director, Foods & Refreshments, Hindustan Unilever Ltd
Published - Oct 7, 2014 8:05 AM Updated: Oct 7, 2014 8:05 AM
In a country where mobile phones reach before electricity, the big challenge for marketers is to overcome infrastructure hurdles to reach consumers who have traditionally remained inaccessible, says Geetu Verma, Executive Director, Foods & Refreshments, Hindustan Unilever Ltd.
In a conversation with exchange4media, Verma spoke about how rural pockets in the southern states seemed to be better equipped in terms of infrastructure while the heartland had its own set of challenges. She also underlined the importance of authenticity while communicating with an informed consumer.
“…everybody has access to everything and everybody has an opinion on everything, it is increasingly more contingent on marketers, businesses and companies to be more responsible and to be authentic,” she said, explaining, “If you have a product and you are making a certain claim about that product, you need to be really sure that you can make that claim. If you are going to make a promise that you are not able to live up to, you are really going to have a steep fall and today’s opinion makers are consumers and they are not really forgiving.”
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