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IRS results are encouraging : Suresh Narayanan, Chairman Nestle

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IRS results are encouraging : Suresh Narayanan, Chairman Nestle

After a gap of four years when IRS came out with its 2017 findings, it clearly painted a very robust picture for the Print medium, but are marketers taking the cue and increasing their spends on the Print medium? Suresh Narayanan, Chairman and Managing Director, Nestle India talks about what the survey means for his company’s marketing expenditure.

Magazines have witnessed a 75 per cent jump in readership and newspapers, and have added 11.2 crore readers in four years according to IRS 2017, will it positively impact Nestle’s strategy for Print now?

SN: Our allocation of resources on media gets determined by what our end consumer is really viewing, seeing, and liking; and what he wants to converse with us about. So, obviously in the last couple of years there has been a very sharp change with a greater degree of focus on digital media. Thus digital continues to be an important dimension of the media mix that we follow, but then there are many "Indias" within India. That is where I think Print becomes so important. The fact of the matter is that 200 kilometers outside Delhi, the profile, the readership, the attitude, what makes people move, what makes them tick is very different from what does in Delhi. Therefore, I think there will increasingly be a lot of focus on using regionally relevant media in order to accentuate the marketing efforts of our brands.

Within newspapers, the regional dailies have outshone the English language newspapers, in fact there was not a single English daily in the 10 most read newspapers list, does it call for localisation of your Print strategy?

SN: Yes, there is a need to sharply identify our target audience, and as far as possible agglomerate the type of consumer profiles that we have in different regions. And in that context, I think regional media will start playing an important role.

At the moment how much do you spend on Print, are you planning to increase the percentage?

SN: At the moment the numbers are relatively small, we spend under 10% of our overall marketing spends on Print. The IRS findings will not fundamentally change the course on which we are on, but it will provide an extra nuance that will probably enrich the quality of our marketing.

So you will continue to focus on Television. TV ownership has incidentally seen a 14% increase, with 90% penetration in Kerala and Tamil Nadu. Will Nestle’s spends on TV go up now?

SN: TV is a largely important medium for us, and whether you believe in it or not, it is something that is here to stay. So, for a long time we will still need to give TV priority and importance. The only question is, what kind of programs, efforts and nuances can be provided to our efforts on this medium. Television together with digital are clearly going to be important platforms as far as we are concerned.

Overall, what is your takeaway from IRS, 2017?

SN: The results are definitely encouraging. And what it has to say about press certainly confounds and beats every trend in the world, which is here to stay. That humble newspaper that comes to your doorstep every morning is an integral part of the lives of millions of Indians, and it will continue to be so for a long time.

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