Home >> Marketing >> Article

Touch emotions in a low involvement category: Madhusudan Mokashi

20-June-2012
Font Size   16
Touch emotions in a low involvement category: Madhusudan Mokashi

In a low involvement category such as chewing gums, salt, ghee, steel and cement, it is difficult to bring about much differentiation. The challenge for marketers is to build brand recall. Madhusudan Mokashi, VP, Marketing, Hyderabad Industries, speaking at the Pitch CMO Summit 2012 – South, yesterday in Hyderabad, said that brands have to move beyond product benefits to build a successful brand.

Mokashi's topic for the day was 'Marketing in a Low Involvement Category: Building a Brand in the Building Materials Sector'.

He said that while in a high involvement category, a consumer spends maximum time in taking a purchase decision, one can measure the benefits, like and dislike the product, and are usually high priced, the same cannot be said true for products in a low involvement category.

While one can touch and feel a product in a low involvement category, it is difficult to measure the benefits, and like and dislike may not exactly matter, he added. In most of the cases, Mokashi said, a low involvement category product is an 'intermediary' and not the end product. For example salt, cooking oil and cement are additives to a final product, such as food or a wall.

Considering that there is least involvement in the category, the biggest challenge for a marketer in a low involvement category is to build brand connect with the consumer. Also, since there isn't much product differentiation, which can be measured, say for example, salt.

The challenge, he said can be overcome by going beyond product benefits to propositions. Emotions need to be tapped and a feel good factor is a must to be built around.

Captain Cook, Tata Salt, Dalda, Safola and Annapurna are some examples in a low involvement category that have managed to become big brands as they have been positioned thoughtfully, Mokashi said. These brands, according to him have been positioned on health and hygiene platforms, so much so that some of these brands have become generic to the category itself.

Another successful example, he said, was Cafe Coffee Day, which went beyond the drink to touch the emotional chords of consumers, with its positioning: A lot can happen over coffee.

He also gave an example of Ultratech Cement, a company where he has worked earlier, how the brand, which was positioned on product benefits, has evolved in its positioning over the years to touch the emotional chords of the consumer, while retaining its catchline: Iss Cement Mein Jaan Hai.

While initially the word 'Jaan' was used to bring about the product benefit of 'strength' of the product, it has overtime evolved into meaning 'life', Mokashi said, adding that people build homes and not houses, where they live and the cement breathes life into construction.

In all of the above, the positioning has helped these brands to build intangible long-term benefits, which are based on emotions, feel good factor, positivity and something that goes beyond the product.

The title sponsor for the event was The Economic Times, and associate sponsor was TV9. It was supported by Ad Club Hyderabad and Ad Club Madras.

Kartikeya Sharma says that June has been the best month for sales in the 11 years that the brand has been in India

The newly appointed CEO of ZEE5 on how he aims to have the widest appeal in the OTT space amongst Indian consumers

The VP, Marketing and Communications (South Asia), talks about the company's growth strategy, its focus areas, impact of demonetisation on consumer behaviour and much more

Siju Prabhakaran, South Cluster Head, Zee Entertainment Enterprises Limited, talks about channel's rebranding, extending fiction shows to weekends and much more

right
left
RADIO CITY CELEBRATES ITS 17TH ANNIVERSARY WITH CONCERT, AWARDS AND FUN 5TH EDITION OF TIMES NOW & ICICI BANK’S NRI OF THE YEAR AWARDS GLOBAL INDIANS PITCH CMO SUMMIT BENGALURU SEES TOP INDUSTRY LEADERS AND MARKETERS IN ATTENDANCE DISTINGUISHED JURY COMES TOGETHER TO PICK WINNERS FOR PITCH’S TOP 50 BRANDS PITCH CMO SUMMIT BANGALORE SEES TOP CMOS ACROSS INDUSTRIES IN ATTENDANCE 1ST REPUBLIC TV GULF INDIAN LEADERSHIP SUMMIT & AWARDS HONOUR STALWARTS OF INDIAN GULF BUSINESS COMMUNITY SONY YAY! CELEBRATES ITS FIRST BIRTHDAY WITH PARTY FOR TRADE PARTNERS THOUGHT LEADERS AND TOP DIGITAL MARKETERS SPEAK @ EXCHANGE4MEDIA GROUP’S TECHMANCH 2018 IN MUMBAI EXCHANGE4MEDIA’S IDMA 2018 RECOGNIZES INDUSTRY’S BEST DIGITAL MARKETING CAMPAIGNS REALTY PLUS UNVEILS COFFEE TABLE BOOK AT 10TH CONCLAVE & EXCELLENCE AWARDS @AHMEDABAD EMINENT JURY CONGREGATES TO PICK WINNERS OF INDIAN DIGITAL MARKETING AWARDS 2018 OFF THE CUFF SEES ‘SWACHH BHARAT ABHIYAN’ MAN PARAMESWARAN IYER IN CONVERSATION WITH SHEKHAR GUPTA EXCHANGE4MEDIA’S LOUDEST.IN HOSTS INAUGURAL EDITION OF MUSIC INC. IN MUMBAI EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS

John Immesoete talks about the changing role of CCOs in the digital era, new agency models and more

Guenther Sproll of Germany's Liebherr-Hausgeräte on his game plan for the Indian market, product pricing and more

By launching its global Generosity Campaign in India, Cadbury now explores the theme of Achhai (goodness), building on its strong proposition of Kuchh Meetha Ho Jaaye