Marketers need to experiment and reinvent through recession

MUMBAI: As the economic downturn has picked significant holes into consumer pockets thereby forcing buyers to become exceedingly cautious is their spending habits, marketers need to engage prospective buyers through experimentation and reinvention to "split that purse lace open."

Speaking at the World Brand Congress 2009 forum, Infosys head global branding and corp marketing Aditya Nath Jha said, "Marketers have to reshape their marketing strategies in a bid to get their brands into the consumer‘s pocket. And this can be done, by shifting focus from divulging information to creating direct consumer connect."
Jha also believes that companies need to move away from building product brands to creating strong company brands.

"It‘s not just the products themselves, but the company behaviour that affects the brand identity of the products. Therefore, it is very essential to construct the corporate brand and live up to the brand proposition." 
Meanwhile, Leo Burnett national creative director KV Sridhar noted that unlike earlier days, when marketers were busy chasing consumers, today marketers need to be found by the consumers.

"Today consumers are all over the information network and are always on the hunt. Thus, unlike yesteryears, now marketers have to alter their swing from chasing to being found; from shouting to listening," Sridhar explained. 
For Shantanu Bhanja, Hindustan Times VP marketing, the most convenient route to reach consumer pockets, especially during downturn, is by creating two-way interaction using the digital path.

"Recession is the best time to build brand loyalty and to generate that, one has to co-create brands along with the consumers. This so-creation can be led through consumer interactions across various digital platforms including the internet and mobile," Bhanja added.

Latest Reads
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
Cannes Lions awards lifetime achievement to Piyush & Prasoon Pandey

MUMBAI: Ogilvy South Asia executive chairman and creative director Piyush Pandey and film director Prasoon Pandey will both be honoured with the Cannes Lions’ Lifetime Achievement Award, the Lion of St Mark.

MAM Marketing Brands
Expedia asks you to try it out

MUMBAI: Online travel agency, Expedia has launched its new ad campaign for Indian consumers themed- What a pleasant surprise! The ad conceptualised by Taproot Dentsu, the creative agency from Dentsu Aegis Network, aims to acquire new shoppers and customers to the site and get them to try Expedia.

MAM Marketing MAM
India is 18-24 months away from an inflection point: Ashish Bhasin

Today’s advertisers aren’t short of options to choose from through which they can get a message across. But the difficult task at hand is to identify the one that allows optimisation of reach and viewership.

MAM Marketing MAM
Horlicks urges women to #StandStrong

MUMBAI: Women’s Horlicks has introduced its latest campaign featuring the new face of the brand, Taapsee Pannu. The initiative seeks to bring to the fore the issue of bone health among women in India and envisions to make them #StandStrong in following their passions.

MAM Marketing MAM
Savlon shows reality of mother's love

Savlon, a health and hygiene brand from the house of ITC has launched a campaign ‘Bharosa Maa Sa’. It is a heartfelt tribute to the healing touch of mothers highlighting a simple moment of truth that every individual relates to.

MAM Marketing MAM
Mindshare appoints M K Machaiah as chief innovation officer

MUMBAI: India’s largest full service media agency, Mindshare, a part of GroupM has appointed MK Machaiah, known as Mac, as chief innovation officer for South Asia.

MAM Media and Advertising People

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories