Our product is the ‘star’ of our consumer engagements: Parag Kulkarni, Managing Director, A.O.Smith India Water Products, Pvt Ltd.
With being health conscious becoming everyone’s focus these days, a lot of brands of water purifiers have emerged boasting just that. Parag Kulkarni, Managing Director, A.O.Smith India Water Products, Pvt. Ltd., speaks about the way they have been marketing the brand by carrying out information about the benefits of the product, making it the ambassador of the brand.
Excerpts of this interaction:
What do you think are the differentiators between the other players in this sector and you? How do you market yourself differently?
A.O. Smith stands for Innovation, Quality and Service. The recent launch of Green RO Water Purifiers which saves two times more water than an ordinary RO purifier is a standing testimony to our focus on innovating all the time. In water heaters, A.O Smith offers industry leading benefits like low power consumption and express heat. A.O Smith also offers its unique “Blue Diamond Glass Lining” in water heaters that provides two times better protection for the tank. We educate consumers about the unique benefits we offer them through rich features as above.
What is your marketing strategy?
Marketing has played a critical role in A.O. Smith’s success over the years. A.O. smith has invested significantly over years on brand building. Our strategy on water heaters is to upgrade consumers to A.O. Smith with advanced technology and significant consumer benefits. Our strategy for water purifiers is to educate consumers on benefits of water purification and also upgrade existing users to an advanced offering from A.O Smith.
Do you think it is necessary for a brand to have a celebrity endorsement today?
It depends on the marketing strategy of the brand. We believe that our products and consumer benefits resonate with our consumers, and that our product is the ‘star’ in our offerings and engagements with our consumers
What is your marketing plan around the newly launched commercial?
Our marketing plan is to have 360 degree influences on our consumers i.e., reach out to the consumers across all touch points. Apart from television and print medium, we have extensively used digital to educate and communicate the benefits of our products, which will continue. We’re also focusing on activations to reinforce our message. We have truly raised the bar in water purifiers and water heaters and we want the consumers to realise how we’ve done that.
How big is digital to you? Could you share a few unique activities done on this new media for AO Smith?
Digital media plays a vital role for a brand like A O Smith. In the digital age, it has become imperative to engage customers on the digital platform where our communication can be targeted and differentiated based on consumers’ profile. This means delivering right content to the right audience, at the right time. A O Smith’s expertise in the digital segment helped in connecting with the consumers at all levels. Our brand website is e-commerce enabled and we are expanding our digital reach by 30% every year. The focus is more on educating consumers with rich content, engaging with them consistently and convincing them on how relevant it is for them to choose A.O Smith.
What are you going ahead with in terms of marketing plans?
Our marketing plan is more focused on creating a meaningful influence at every stage of the consumers’ decision journey. Apart from creating brand awareness, we’re focusing on educating consumers to make well informed choices, create impact at the time of purchase and also have a satisfying post purchase experience. As mentioned, A O Smith emphasizes more on educating the consumers through advertising and digital.
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