MAM

Marketers today don’t know their customers: TRA Research’s N Chandramouli

A brand should not talk about itself but let people make it popular.

http://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2018/12/20/chand.jpg?itok=E0269cto

MUMBAI: The recently launched India’s Most Attractive Brands 2018 report ranked brands across categories based on an elaborate model measuring which brands the consumers desire the most. The results were calculated after thorough research that involved TRA interacting with people across the country and seeking their responses over a number of ‘attractive attributes’.

Speaking on the sidelines of the launch event, TRA Research CEO N Chandramouli shared some valuable insights into the marketing culture of today as well. He said that many marketers today do not know their customers They have made stark generalisations about who likes what and what has a market where. While they, in many cases, might be successful in increasing the sales, they lose out on carving an identity for the brand. They fail in driving ‘customer loyalty’.

“When it comes to ‘loyalty’, most brands rely on the customer to be loyal. They do not think that a customer has a number of options to choose from; one is spoilt for choices. Thus, the brands will have to adapt and deliver,” said Chandramouli.

He noted that brands today employ a marketing tactic called ‘dynamite advertising’—which is similar to an old fishing technique where fishermen dropped dynamite in the sea to easily catch the dead fish after the explosion. He implied that brands today are creating a lot of noise to boost sales but this form of advertising isn’t helping them in creating a distinct identity.

Chandramouli added, “Brands need to understand that sales and identity are two completely different things. The age of selling is dead. It’s the time to help people in buying. Thus, brands must think ten years ahead and do things that attract the customer. A brand shouldn’t be speaking about itself. In fact, the consumer should be talking about it and making it popular.”

But in an age and time of cut-throat competition and each brand focusing on unique marketing trends; it might become difficult to stand out. To this, Chandramouli said that brands should look into the data and studies and find out its own identity before promoting itself. He also said that brands shouldn’t rely completely on agencies for the creatives but rather be involved in creating their own identities.

It is imperative for brands of today to cut through the noise and come up with ideas that attract consumers. Be it creating campaigns that stand out or contribute to a social cause or sponsor programmes that reach their true target audience; brands will have to act if they want to stay relevant for the longer term.

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/02/19/ipsos_0.jpg?itok=m1IuH7qA
Consumer Confidence slips in February: Thomson Reuters-Ipsos PCSI Study

The India Primary Consumer Sentiment Index (Consumer Confidence), as measured by Thomson Reuters in partnership with Ipsos,has shown a downward slide in February by 0.9 percentage points.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/02/19/ek.jpg?itok=9Dhcnw2C
Praveen Kenneth launches ‘Ek Desh, Ek Hum’ platform

The founder of Law&Kenneth and former chairman Law&Kenneth | Saatchi & Saatchi, Praveen Kenneth, has launched the platform ‘Ek Desh, Ek Hum’ with a video that stresses on the ‘Stronger Together’ theme.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/02/19/svg.jpg?itok=rCOq0YnY
SVG Media partners BirdEye to launch customer experience platform in India

SVG Media, a digital marketing platform from Dentsu Aegis Network Company, has announced a strategic partnership with US-based BirdEye in India.

MAM Media and Advertising Digital Agencies
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/02/19/kumbh.jpg?itok=W4xEHyKf
Colgate offers complete ‘Suraksha’ at Kumbh Mela

Colgate-Palmolive (India) Ltd launched the ‘Kumbh Se Sampoorna Shuddhi, Colgate Vedshakti Se Sampoorna Suraksha' campaign at the ongoing Kumbh Mela in Prayagraj, Allahabad.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/02/19/puja.jpg?itok=ZMeYcZs_
SBI Life Insurance renews ‘Main Se Hum’ campaign with Cheteshwar Pujara

SBI Life Insurance has renewed its ‘Main Se Hum’  brand campaign, this time featuring cricketer Cheteshwar Pujara and his wife Puja Pujara. The ad created and conceptualised by WATConsult captures Pujara's real life, highlighting his relationship with his life partner.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/02/19/Ariel.jpg?itok=K0nS8gZw
Ariel's #ShareTheLoad campaign turning purpose into desirability and sales

Brands today aren’t just selling products, but are providing unique experiences that merge with their identity and consumers’ lives. Technically called purpose-driven marketing, the campaigns tend to touch the right chords.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/02/18/joseph.jpg?itok=k9YBDGA8
Sabbas Joseph, co-founder and director of Wizcraft International joins the global advisory board of the prestigious IMWF - international mice & wedding forum

IMWF, the International MICE and Wedding Forum, is all set for a big bang 4th edition in 2019 following the roaring success of the last edition in 2018, IMWF is all set for a big bang this 2019.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/02/18/conclave.jpg?itok=q2rQMci9
Improving corporate reputation through enhanced reporting

The 8th edition of the AR (Annual Report) Conclave, a signature event by AR Insight & ReportInsights took place at India’s commercial capital – Mumbai on 14th February 2019.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/02/18/value.jpg?itok=YPDW9Zky
Valuepoint Systems announces its top management to accelerate its digital transformation solutions and services

Value Point Systems, one of South Asia's leading digital transformation catalysts, on Wednesday announced the strengthening of its leadership team as the company aims to realise its vision to lead the digital transformation space globally.

MAM Media and Advertising Media Agencies

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories