TUESDAY, FEBRUARY 13, 2018 W W W. F I N A N C I A L E X P R E S S . C O M BLOGGER’S PARK P2 E-COMMERCE PLAYERS NEED A DIFFERENT STRATEGY FOR TIER III AND IV MARKETS, SAYS RADHIKA AGGARWAL OF SHOPCLUES IN THE NEWS WION goes global World Is One News (WION) has now entered the Middle East after launching in seven African countries.It will now launch in other South Asian countries such as Bangladesh,Sri Lanka and Myanmar. Indigo bags Garnier's duties The digital mandate,won after a multiagency pitch,will be handled out of the agency’s Mumbai office. Hero Cycles gets Rohit Gothi as CEO Priorto this,hewas with Hindustan Coca–Cola Beverages.Gothi will nowbe responsible for spearheading the planning,development and execution of the company’s longterm strategy. Havas Media wins Muthoot Pappachan The account size is estimated to be upwards of `50 crore and will be handled out of the Bengaluru and Kochi offices led by Saurabh Jain,VP — South, Havas Media India. Lufthansa gets image makeover Apart from the brand image being modernised and blue becoming the lead colour,a new #SayYesToTheWorld brand campaign has also been launched. Wavemaker retains Tata Sky Maxus (now part of Wavemaker) has been the media AoR ever since the DTH service provider launched its operations in India in 2006. Fox to broadcast Super Fight League Fox Sports Asia has entered into a one-year exclusive multimedia and broadcast rights agreement for the second season of Super Fight League for its television and digital platforms in Asia. Sunil Alagh joins Toyam as advisor He will advise on the day-today operations for all aspects of the company businesses in general and health F&B vertical in particular. Smriti Mandhana, opening batsman of the Indian Women’s Cricket Team, has been signed on as the brand ambassador of BATA POWER T W I T T E R : @ F E B R A N D WA G O N FA C E B O O K : F E B R A N D WA G O N REVIEW CORNER P3 FACE OFF P3 The signature charm of subtle humour is amiss from Goibibo’s latest ad featuring Padukone Jamie Angus reveals how BBC is tapping the Indian digital audience, focussing on being a trusted news source and more ‘BRAND SAFETY IS A KEY CONCERN’ Vrooming ahead in the digital lane For an automobile shopper, almost 89% of decision-making is impacted by online research and digital media today. How are brands re-working their strategies to catch up? MEGHNA.SHARMA What impacts the purchase? @expressindia.com W ITH MORE THAN 400 millionactiveinternet users in the country, digital has changed the way Indians make buying decisions. Take the automobile industry—nottoolongago,thepurchase funnel started with person to person word-of-mouth/hearsay, going to various dealers,collecting brochures,undergoing test drives and negotiating before purchasing your favourite four-wheeler. Today,research has moved online where feedback and comments are shared and read on social media, and videos on car reviews/carinteriors arewatched to help one decide which model to buy. According to The Drive to Decide report byGoogle India and KantarTNS in 2017,89% of Indian car purchases were digitally influenced, up from 75% in 2016. Elaborating on the influence of digitalonthepathtopurchase,thereport says that in the last two years, there has been an over two-and-a-half times increase in the number of consumers who are taking onlytwo months to buya four-wheeler.Furthermore,a joint study by Assocham and KPMG conducted late last year informs that digital ad spends are expected towitness an increase from the current level of `9,800 crore to `13,000 crore by 2018-end. With the growth of digitisation in India, a vast majority of the audience set for auto sector brands lives and breathes in the digital world. The result? Car makers are effectively going digital by upgrading car showrooms to include touchscreen product pods, ebrochures and giving online options for customising engines. Social word-of-mouth is the first touchpointintheconsumercarpurchase journey followed by searching for information, progressing to booking test drives on brand websites and eventually deciding to purchase,based on the overallbrandexperience.Thedigitalplatform is emerging as the main driver in the buyer’s decision and if an automobile brand can create a truly personalised 89% 88% 80% Online Mobile Video The key influencers 55% 34% 30% 30% Search Engines Promotion Online video Ad online Source: Google — Kantar TNS The Drive to Decide Using the fifth gear on digital MARKETING IN TODAY’S age has become complex and sophisticated, with every brand struggling to get its voice heard.With more and more users trying to avoid ads, it is becoming hard for marketers to engage them. Till recently, car manufacturers were conventionally relying on glitzy television ads to promote their brands. But with the landscape shifting towards social media,all this looks set to change. Audi and Volvo are two brands that have started using AR and VR recently, but in different ways. Audi brought in huge display walls and touchscreen tablets to modernise and change the dynamicoftheirshowrooms.Volvotook a slightly different approach and teamed up with Google Cardboard to allow customers to preview their latest models from wherever they are. Today’sbuyerno longervisits dealerships/ showrooms to find out the information she needs.There are a few simple yet effective ways of engaging your customers on digital platforms that can help brands in the long run. Their channel,their format: This is the first and basic rule of the game today IN PERSPECTIVE RP SINGH whenitcomestodigitalmarketing.Ifyou are investing in channels of low time spent by your customers,you are bound towasteyourmarketingdollars.Findthe most effective channels where they are spending most of their time and then craftyourreach strategyaccordingly. Know them fully, use data: How many times have we seen irrelevant messages promoting irrelevant products to us as users?This is a result of not using data to your advantage to know your customers. Thankfully, there are plentyoftoolsavailabletodaywhichcan help you know your potential and current customers effectively. Stop advertising, think content: New-ageusersareaversetoplainadvertising, that is, one-sided communication. Digital users seek empowerment today.Ifyouwant to educate,entertain, motivate, inspire and interest consumers,it is only possible through content and not advertising-led messages. Givethem‘useful’contentandthenyou can expect some engagement in return. For example, Audi’s Instagram page is fulloforiginalvisualcontentdisplaying thebeautyofitsvehicles,whichencourages potential buyers that their Audi purchases would look good on their favourite image-sharing platform. No time, talk ‘to the point’: Some marketershave this old habit of‘teasing first and revealing later’which does not work anymore. Come straight to the point as early as you can.Talk about the problemyourproduct/serviceissolving for the customer early enough in the conversation. Attention spans are decreasingascustomershaveincreased choices and it is recommended to come to the point straight away. The author is chairperson,Content Marketing Summit Asia Veeba: Modern India’s kitchen partner The youngest entrant in the sauces, dressings and condiments space, Veeba is looking to catch up in the market going up against some stiff competition SHINMIN.BALI @expressindia.com WITH A GROWING eating out culture and the well-travelled or aspiring Indian’s strong appetite (pun intended) for global cuisines, the trend of cooking unconventional, international dishes at home has taken off in some markets. Spurringthisonarefoodscompanieslike the homegrown Veeba, which aspires to cater to such change in palates. Veeba Food Services was launched in 2013 byViraj Bahl,its founderand managing director.Veeba started off as a B2B company with offerings across sauces, dressings and dips developed to bring to the Indian consumermore global tastes, say, a harissa dressing or a tartare dip. It supplies to players like Domino’s, Pizza Hut, Dunkin Donuts, Burger King, KFC, Starbucks,etc. As per Technopak’s Indian Food Services Industry Overview, the size of the Veeba Cook-Off on FoodFood Indian food services market in India (organised and unorganised) is projected to grow at a CAGR of 10% over the next five years to reach `5,52,000 crore by 2022. Veeba entered the space pitched against players such as Dr Oetker (to which Bahl and family had sold Fun Foods to, back in 2008), Cremica, Kraft and Del Monte,among others. The entrystrategywas to first achieve traction and volume by the B2B route. The aim, however, always was to be a retail company. Eventually, 2015 was when Veeba chose to enter retail. Bahl shares that till about 10 months ago,B2B contributed to 90% of revenue. As it online experience, which has already gained much foothold globally, then it can have a buyer hooked for life. Paving the way Today, the line between online and offline is blurring with customers no longer differentiating between the digital and physicalworlds.“Acustomergoes through approximately 28 touchpoints before buying a car. Among these, close to 21 are digital and the remaining are physical,” reveals Vivek Srivatsa, head — marketing,PVBU,Tata Motors. ■ Continued on Page 2 stands currently,B2B nowbrings in 60% of revenue,as the companyhas upped its push for B2C. More recently,the brand rolled out its first mainstream campaign with the Aaj Kya Khaoge? proposition.The core target audience is 22-40 year-old women but with self-cooking becoming more of a lifestyle activityamong urban males,the brand hopes to rope in that set of consumers too. With a two-pronged agenda of pushing further into B2C while still retaining B2B, an 11-episode series titled Veeba Cook-Off was rolled out on FoodFood on January 26.A60-episode series titled Veeba Aaj Kya Khaoge?,which sees five chefs present various dishes with each hosting 12 webisodes, was also rolled out on January 25. Plans to bring this property to TV eventually are also on the anvil. With an obvious focus on tier I and metro cities, tier II is where the promise of growing the category lies, says Bahl. The company has recently doubled capacity at its manufacturing plant at Rajasthan,with around 3000 sq ft dedicated to research and development. For distribution, depots have been set up in almost every state, except for say, the North East region, where the depot in Assam is the base. The problem of reach is currently being addressed by retailing online, as its products are available on Amazon, BigBasket, Paytm Mall, etc. Bahl believes,pre-Veeba,none of the incumbents had taken on the onus of growing the category. ■ Continued on Page 2
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