Marketers should anticipate threats: LK Gupta

MUMBAI: Marketers should look at the new opportunities to grow themselves and should stay ahead of time, these were the thoughts of LG Electronics CMO Laxmikant Gupta, who was speaking at the World Brand Congress (WBC) that is being held in Mumbai.

He said, "The moment we start thinking that new opportunity is threatening our existing practices, we start forcing ourselves to think of new ideas. When change happens, when new things start happening in the market, our reaction is ‘can I use this technology?‘, ‘how will it help me?‘ When there is an opportunity we go from clutter to the opportunity which ends up becoming a clutter."

"Almost all brands are present on Facebook today. Once the consumer clicks on the like button he starts getting brand messages, about products, innovations, services, developments. Everything does have a use by day and expiry date. One has to reinvent ideas. A better way to differentiate when every company has same opportunity, the questions should be how this new opportunity threatens my present practices, my existence," Gupta added.

Gupta explained this with an example. He said, "When in early 2000s Apple invented i-pods, it changed the music industry model. I-pod alone contributed to 45 per cent revenue of Apple in first year. Later, in mobile industry, camera handset started struggling. Apple thought that will it be a threat if mobiles with camera start producing music features too. If that happens it will kill i-pod. Then i-phone was launched. Today it makes more than 50 per cent global profit of the mobile industry. With each changing scenario, see how it can affect you today or tomorrow."

"No one thought of the demise of Orkut or My space but the launch of Facebook, its applications attracted so many that it eventually killed Orkut and Spot problems before things get worst. Don‘t wait for the crisis," he added.
"Youtube as a video channel is bigger than many of the TV channels we used to watch. Also, giving consumer a search is as important as giving her a store, to experience your product. Banner advertising can assure you visibility but does not assure that consumer will walk out with a positive perspective. You need to talk to bloggers or people who can write reviews because that can help consumers have a viewpoint about your product," he emphasised.

On the usage of social media Gupta said, "Brands like MTV and LG, are on FB for not just talking about product. The main purpose is to engage consumer in a way that they want to come back to your page, interact with you. You should create general interaction through Facebook instead of creating impression. When we know that people are talking about the brand online one should see whether they are positive or negatives that is being talked about. The positives should be reinforced and negatives should be checked and corrected."

Latest Reads
Wringley's Doublemint tells a 'fresh' new love story

MUMBAI: Released on Youtube on 21 October, the new TVC of Wringley's Doublemint conceptualised by BBDO Indua and directed by Shoojit Sircar has already garnered over two lac views.

MAM Media and Advertising Ad Campaigns
Flipkart announces integrated brand communication campaign

There are a host of dates earmarked in India’s annual calendar where consumers wait with bated breath to partake of the celebrations. Clearly figuring in this list is the ‘The Big Billion Days’ (BBD), that has been made popular by Flipkart over the past two years. As a concept, Big Billion Day was...

MAM Media and Advertising Ad Campaigns
Colors campaign inspires men to take over Sunday chores

Colors has launched a new movement called #SundayIsHerHoliday. The campaign -- one Sunday at a time -- is inviting every man (and woman) to participate. The goal of the campaign is to inspire and help men take over the Sunday chores of women, so she can get her much needed time off.

MAM Media and Advertising Ad Campaigns
betterU launches Diwali campaign #FestivalOfLearning

India’s online learning marketplace, betterU, has launched a unique Diwali campaign #FestivalOfLearning across its digital platforms.The campaign aims at helping people think differently about their purchases, and highlights the importance of investing for the long term on the auspicious occasion...

MAM Media and Advertising Ad Campaigns
BBH India creates live radio spots for Abbott

BBH Mumbai has released a case study on the first ever live radio spots for Abbott's The Race of Possible’ campaign, which received overwhelming response in India.

MAM Media and Advertising Ad Campaigns
Abhibus's 'Har Safar Mein Aapka Hamsafar' Mahesh Babu, India’s online bus ticket booking platform, has announced superstar Mahesh Babu as their brand ambassador. He will also feature in the company`s marketing campaign called 'Har Safar Mein Aapka Hamsafar' (With you on all your journeys, wherever you go).

MAM Media and Advertising Ad Campaigns
Posterscope rolls out 'Frooti' OOH campaign

MUMBAI: Posterscope India from Dentsu Aegis Network has rolled out a massive OOH campaign for Frooti to make the consumers Live #TheFrootiLife. The core objective of the campaign is to create high visibility and impact for Frooti in the OOH space. Targeted at audiences aged between 15-35 years, the...

MAM Media and Advertising Ad Campaigns
Q2-17: DB Corp revenue up, radio operating profit doubles

DB Corp Limited (DB Corp), home to flagship newspapers Dainik Bhaskar, Divya Bhaskar, Dainik Divya Marathi and Saurashtra Samachar reported 10.5 percent higher consolidated revenue for the quarter ended 30 September 2016 (Q2-17, current quarter) as compared to the corresponding year ago quarter....

MAM Marketing Brands
P Mark TVC features Boman Irani

MUMBAI: P Mark, the front-runner in the mustard oil segment in India, has unveiled its new TV campaign ‘one specialist to another’. Reinforcing its commitment as specialists and educating the masses about the taste, the new TVC pays tribute to P Mark’s exceptional taster in the category.

MAM Media and Advertising Ad Campaigns

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories