Southern brands aim for better digital outcomes in 2018

With the first month of 2018 coming to an end, brands present in south India talk about the road map for the remaining year

by Akshata R Murthy
Published - Feb 5, 2018 8:50 AM Updated: Feb 5, 2018 8:50 AM

With the first month of the year 2018 coming to an end and the excitement of the New Year settling down; brands present in south India shared their plans for the year which include key focus points, marketing plans and CSR activities to name a few.

Meera Iyer, Head of Marketing at BigBasket, spoke about plans for the online grocery platform saying, "BigBasket enters 2018 being bigger and feeling stronger to leap frog into the top 5 grocery retailers in the country across offline and online formats. Our focus will continue to be on providing the best customer experience to our 6 million BigBasketeers across their ordering journey with us. We are also on track to achieve operational breakeven of our slotted delivery business in most of our cities, which will give us a clear competitive advantage vs competition."

"We will continue to lead our marketing mix with TV and are excited about our new set of ads with Shah Rukh Khan that will hit the screens soon. We will look to add a few new categories to our range, focus on improving quality of fresh and perishables in the last mile and possibly add a new line of self-serving vending machines, which we are currently piloting in Bangalore," she added.

Talking about their motto of giving back to the society, Iyer said, "Our commitment to growing our farmer community and making a real difference to their lives by partnering with them to deliver great quality produce to BigBasketeers stands firm. What we will also continue to innovate is making BigBasket even more environmentally sustainable across our facilities. So expect more electric vans, more alternative energy sources and less plastic! We are passionate about our people, which is now a 16000+ member strong community. Strong training sessions and welfare measures along with diversity will be the agenda we will drive."

Talking on behalf of Titan EyePlus, which comes under the divisions of umbrella brand of Titan, Shalini Gupta, Marketing, Design and VM head, Titan EyePlus, said that they'll focus on reaching the young consumers where they are present the most. "Our marketing objective this year is to drive the omnichannel retail experience. We want to give our target audience a seamless experience on both online and offline channels. This will be driven by the range of products and services offerings that are an outcome of expertise in innovation, design and technology. Due to changing content consumption pattern and digital being a primary medium where youth spends more than 14 hours a day, we will be investing in digital marketing along with other ATL mediums and come up with relevant and useful content for category users," said Gupta.

Vandana Bhalla, Business Head, Sunglasses Division, Titan Company Limited, said, "One of the key drivers for youth today remains the desire to craft their unique identity and pursue experiences or passions that help define that. We are looking at ways to engage with them in these unique spaces by building relevant and engaging content along with a unique and fashionable product portfolio that complements it. In addition, we will continue to actively drive campaigns and initiatives that permeate across the offline and digital world so as to be present at different stages of the consumer decision journey."

Ashish Sinha, Country Head, Epsilon, said, "For 2018, our new trend framework revolves around helping brands in three core areas- empower, enhance and environment. Empower relates to allowing consumers to own, create, and democratize experiences; enhance is to enhance activities of daily life and responsibilities through intelligent systems and proxies; and environment is to create frictionless connection between physical and digital experiences, reshaping our environment. Following this framework can help brands increase their overall customer experience and improve loyalty. Our emphasis is to help brands do this by developing marketing solutions that enable Fortune 500 companies (many of which have a presence in India) to further technology adoption and engagement through Epsilon's nearly 2,000 person associate-base in our Bangalore office."

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