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Upped digital spends to 15% of our total ad budget: Sushil Matey, Livpure.

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Upped digital spends to 15% of our total ad budget:  Sushil Matey, Livpure.

The water purification industry has been growing at a strong pace. According to Sushil Matey, Director- Marketing, Livpure has significantly moved up the ladder  in the last 7-8 months and is now aggressively focusing on Tier II and Tier III on the back of its ATL and BTL activities with a 360 degree approach.
In an interview with e4m, Matey talks about the company’s marketing strategy and the expansion plans for 2018. Excerpts: 

How has the marketing and advertising spend changed over the last two years as the brand is now focusing majorly on Tier II and Tier III. How much do these markets contribute to the overall growth?

In these towns billboards, local promotions, outdoors campaigns do play a vital role, but what we have seen in the recent past is the increased digital penetration, which is a major reason of growth in rural areas. Consumers want to seek world-class products because they are better informed nowadays.

Coming to our specific product RO, the market has divided into three slots. Livpure’s market share in the top eight cities is around 30%, then in next 45 cities it is 35% and in the rest of 400 cities, it is 35% again.

How do you target the audience? Is it crucial to have a different strategy to stay valid to consumers? If yes, then how do you this?

We target the customer basis demographics, psychographics and attitudinal quotient.
Yes, it is imperative to have different strategies to stay valid to customers. The process is generally as follows –
1. We always identify the core customers and then look at the guys who can challenge the status quo and not go with the incumbent brands.
2. Identify demographics and psychographics of this set of customers from Tier 1, II& III cities.
3. Focus on reach and communication accordingly.

Tell us about the new developments and expansion plans of Livpure?

Expansion plans are in process and we are looking to expand our product portfolio from the current range. As far as development is concerned, we are the first company, which has launched one touch RO in India. We will keep investing in technology and innovation to bring new products with distinct features every time. Very soon we will use IOT based applications in our new products.
We have started focusing on digital also, the share of digital has moved to 15% and we will continue to leverage it.

What is the marketing spend allocated this year?

In FY 2017-18, we will end up spending INR 40 Crore, which has been segregated into three parts. The digital space is gaining big time traction and we have upped our spends in digital to 15% of our total advertising budget. Balance is split between Television (50%) and BTL (35%).

What marketing plans do you follow to compete with rival brands? 

Competition is tough in every space as wallet size remains more or less same. Our strength lies in tier II and tier III cities for the very simple reason, that we are a four and a half year old player and still No. 4 in this category, ahead of other market leaders. Our strategy is to start from the bottom to top. We are spending heavily in the non- metro cities. There’s been a significant increase in marketing and advertising spends from last year. We are No.1 on Amazon and No.2 on Flipkart in terms of selling the product.

What are your marketing plans for 2018?

The country is witnessing a shift towards enhanced technology and aesthetically designed products. Keeping this in mind, Livpure shall continue to focus its energies in research and development for its existing products as well as pave way for new variants in water and air purifiers.

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