Brand building crucial in healthcare & organised retail sectors

MUMBAI: The second session of the AAAI seminar delved into the evolving sectors like automotive, lifestyle, healthcare and retail. The session was chaired by Abbott India Ltd managing director Vivek Mohan.

The speakers were McCann (Healtcare) Asia Pacific regional director John Cahill and Café Coffee Day senior general manager (marketing) Sudipta Sengupta.


Mohan said that today there are a lot of options that were available and the consumer was aware of all of them. "People have access to global media and are aware of the latest trends. Newer retail formats are now being made available to them and people are allocating more income towards discretionary activities. They are focusing more on healthcare and well being and there is a rise in consciousness of brands among them," he said.



Cahill threw light on the healthcare communication industry stating that there was a lot of potential and opportunities in the healthcare sector. The APac healthcare expenditure is close to $463 billion. On the other hand, the communication spend in the region on healthcare was around $16.4 billion. In India spends on healthcare is $200 million (1.2 per cent) compared to Japan's $10.4 billion (63.4 per cent).



The pharmaceutical industry in India has doubled in the last 10 years and is presently pegged at $21 billion. Cahill said that the same was expected to double in the next years. Today there are 1.6 million doctors in India and the Indian OTC healthcare industry is worth $570 million, which is growing at a 20 per cent rate. The Indian medical advertising industry is pegged at $300 million and is growing at a rate of 30 per cent.

"Hence healthcare is here to stay. It hasn't been easy for this sector in India as it is a complex industry and India is extremely price sensitive. Notwithstanding the fact that there are rampant unethical practices carried out in the country. But all this is changing and only the fittest will survive. Brand building will be the new mantra for the healthcare sector to survive," he said.

Sengupta, on the other hand said that organsied retail was the world's largest private industry and was pegged at $7 trillion.

Predicting the growth of the Indian retail industry in the next few years, she said that 40 - 50 per cent of all spends will switch to organized retail and the turnover of $12,000 billion will double in five years.

"Brand building via mass media, controlled spillovers at target trade areas, below the line activities, word of mouth and strengthening public relations by making credible investment in it are what will drive the retail sector," Sengupta said.

The effective use of PR, movies and television are what helped grow the Café Coffee Day brand. The coffee major decides on one major story for the year with a single focus and builds media hype around it. Also retail space is provided by them for shooting for films and television serials. Thereafter the coffee outlet also helps producers in joint promotions for their films/serials by weaving contests around it for customers.

Café Coffee Day also tied up with Levis' and TVS Scooty by promoting their new products innovatively at their outlets across the country.

Latest Reads
Fogg maker takes on fairness creams with Pretty24

Taking a stab at fairness creams’ perennial message of fair skin being the benchmark beauty and success, Fogg deodorant maker Vini Cosmetics (Vini) is touting the idea that every shade of skin is equally beautiful. The company has been plugging the primetime of mainline television channels for the...

MAM Marketing MAM
55% marketers make better decisions with machine learning: iProspect report

MUMBAI: Digital agency iProspect has released its third annual Future Focus whitepaper geared to examine how machines and technology are impacting marketing and advertising in the year ahead. The paper takes a look at how brands can make the most of machines in 2018, from facilitating seamless...

MAM Marketing MAM
Paisabazaar aims Rs 1500 cr mutual fund AUM by 2018

MUMBAI: Paisabazaar has announced that assets under management (AUMs) garnered through its mutual funds products crossed Rs 1000 crore mark last month. The organisation says it is confident of reaching Rs 1500 crore of AUM by March 2018. The fin-tech company launched mutual funds on its platform...

MAM Marketing Brands
Blackberrys gives digital mandate to FoxyMoron

MUMBAI: Menswear fashion brand Blackberrys has assigned its digital mandate to FoxyMoron after a multi-agency pitch. The account will be managed from the agency's north office. As per the mandate, FoxyMoron will be managing the digital creative, media, search engine optimisation as well as website...

MAM Marketing Brands
Kajaria Ceramics launches campaign with Anushka Sharma

MUMBAI: Kajaria Ceramics through its subsidiary Kajaria Bathware has launched a 360-degree marketing campaign with Anushka Sharma who was recently announced as the brand ambassador. By investing in this marketing campaign and an extensive distribution network Kerovit, the bath solutions brand by...

MAM Marketing MAM
Greenply questions your plywood choice

MUMBAI: Greenply has launched its new campaign to make consumers aware that there are consequences of compromising on the quality of plywood used in their furniture.

MAM Marketing MAM
NBA partners Jabong to operate official online store

The National Basketball Association (NBA) and Jabong, India’s fashion and lifestyle e-commerce platform – today announced a multiyear partnership extension that will provide fans access to authentic NBA merchandise in more than 730 cities across India.

MAM Marketing Brands
Coca-Cola launches Maaza Gold

MUMBAI: Coca-Cola India has announced the launch of 'Maaza Gold', a premium mango drink made from the choicest of mangoes.

MAM Marketing Brands
Cipla launches TVC for ActivKids Immuno Boosters

MUMBAI: Mothers’ concern for their children’s health goes to the extent of restricting them from indulging at times. Capturing one of these many concerns, Cipla has released a new TVC for its kids' immunity supplement ActivKids Immuno Boosters.

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories