A good mix of long-term and short-term activation is a must: Bishwajeet Samal, Volkswagen

In conversation with Bishwajeet Samal, Head Marketing, Volkswagen Passenger Cars

e4m by exchange4media Staff
Updated: Nov 30, 2018 4:27 PM

At the India Brand Conclave 2018, Bishwajeet Samal, Head Marketing, Volkswagen Passenger Cars delivered a special address on the topic, ‘Finding the right balance between short term activation and long-term brand building in the complex market environment'.

Watch the session here and scroll down to read:

Kick-starting the session, Samal discussed the importance of balance in a marketer’s life. He said, “Balance is a verb, where one needs to stack up to the right things that will hold the brand together.” Sighting a few examples of brands that have had long-term activities, he spoke about Raymond and Nike. Picking up the former he said, “They have been consistent with their messaging. When we say the words ‘Complete man’, the first thing that comes to our mind is Raymond. The other international brand being Nike, who have built on the long-term plan activation method.”

Speaking about brands that are built on a short-term activation he spoke about Red Bull. Sighting the example of Amul that is loved by all, he said, “They communicate through billboards, a concept so topical, their communication with the audience, stays with consumers for long.” He further added, “Our job as marketers and agency partners is to ensure that everything is put together in the right place at the right time. The brand’s core values should reflect, be it long-term or short-term activation.”

Talking about Volkswagen, Samal said, “It’s been over 10 years when we launched the brand in India. We have had quite a significant amount of investment in terms of long-term brand building. We did also plan a few short-term activations.” Commenting on the effectiveness of these plans he said, “We did achieve our goals through both these plans. We achieved it in a record time of 3 years where our awareness grew from 8% to 33%. This happened in India.”

Concluding his speech Samal said, “There are different measurement metrics to calculate the KPI, whether the activation or brand review was effective or not. Personally, I feel that a brand should have a good mix of both short-term and long-term activation plans for it to earn its position in the market.”

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