MAM

Innovation, customer-centric approach core to JHS Svendgaard's marketing strategies

Company MD Nikhil Nanda outlines how marketing mix is evolving these days

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2019/01/21/Nikhil_Nanda.jpg?itok=cGyZ9fny

MUMBAI: One of the leading oral-care product manufacturers and exporters, JHS Svendgaard Laboratories Ltd, had an exciting 2018 with the company clocking in revenue of Rs 143 crore, besides adding some impressive clients towards its core contract manufacturing business of toothpaste, toothbrushes and mouthwash.

Last month, the company even announced the expansion of its production capacity in South India to go beyond its current portfolio into other beauty items like creams, hair oils and shampoos. This will ease the company’s dependency on just the two northern plants.

MD Nikhil Nanda, in an exclusive conversation with Indiantelevision.com, shared some insights into the marketing strategies of the company for the year that went by and what he is looking forward to in 2019. He also spoke on the evolving marketing scenario and how various brands are adapting to it.

Edited excerpts:

What was the year 2018 like for JHS Svendgaard and what are your plans for the coming year?

We had a very exciting 2018 as we clocked in some good revenues and added new clients to our manufacturing business. Also, we saw our proprietary brand Aquawhite steadily gaining its market share in the category. Apart from that, we invested heavily in the kid’s range of Aquawhite™, which we are planning to launch in phases. The initial thrust is on Delhi/NCR market. The range has already been very well accepted at e-commerce platforms along with Big Bazaar, In&Out and leading outlets in Delhi.

For the coming year, we have planned to invest in our newly launched character driven innovative and concept based kids range. We would like to create distribution benchmarks through the modern trade channel, e-commerce platforms and build our success through class A outlets in top cities around the country.

What are the key marketing strategies that you are banking upon in 2019?

As a company, we are driven by innovation and a consumer-centric approach. We want to consistently stay true to that and we believe that will be a strong reason for the consumers to accept us.

Apart from the regular media and PR activities, we have recently signed Tiger Shroff as the brand ambassador for Aquawhite. He has a strong connection with the kids and we are sure the brand will thus be accepted by the audience at large. We are also looking at doing geography-targeted marketing through radio promotions in our key markets in order to engage our audience alike.

According to you, how are the advertising and marketing trends evolving these days?

Good content is ruling the market these days. Online video and paid search are driving the growth in global ad-spend, as advertisers focus on personalised and targeted communications. With advertisers now being able to use these channels to target with pinpoint accuracy and serve personalised messages, they are increasing both the efficiency and effectiveness of campaigns. Between 2018 and 2021, online video advertising will grow at an average of 18 per cent a year, twice as fast as other forms of internet display advertising and well ahead of any other channel. As per the recently launched Zenith’s Advertising Expenditure Forecasts, advertisers are now able to use personalised communication channels to serve targeted messages increasing the efficiency of campaigns.

Can you present a brief on how ad-spends being made and managed between various media by the brands across categories in India?

Currently, the ad-spends share stands at 45 per cent on television, 40 per cent on print, 10 per cent on digital and OTT, radio, OOH share the remaining 10 per cent. Growing allocation towards digital, radio, and OTT is being witnessed, but all this is still at an experimental stage. Having said that, I believe that, the CMOs have built considerable confidence in these new and emerging channels and thus they are increasing allocations. These segments are growing at much faster than traditional channels like television and print. OOH has literally lost its sheen and very large brands are able to afford and using as reminder media.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/07/Rohan_Bopanna-Nikita_Dutta.jpg?itok=Z7NKjbwl
ASICS limited-edition GEL-NIMBUSTM 22, TATA Mumbai Marathon 2020 official Race Day T-Shirt unveiled

MUMBAI: Japan-based sportswear company ASICS and India’s leading sports promoter Procam International today unveiled the limited-edition GEL-NIMBUS™ 22 along with the official ‘Race Day T-Shirt‘ for the 17th edition of Asia’s most prestigious TATA Mumbai Marathon (TMM) 2020. ASICS Brand Athlete...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/07/OneCulture%20Raps.jpg?itok=tKTCyfa8
OneCulture Raps its way to Redefine the Work Culture for Millennials

New Delhi, 6th December 2019: OneCulture, a unified co-working space with various amenities for corporates and professionals, collaborates with the new-age rap artist, Karma. The rapper based in Doon is known to stir a buzz amongst the crowd as he acknowledges societal and social concerns through...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/07/Mondelez_800.jpg?itok=JKzLBf46
Mondelēz International Releases its First-Ever global State of Snacking™ Report Explores the Rise of Snacking in India

INDIA  - Mondelēz International recently announced the launch of its first-ever State of Snacking™ report, a global consumer trends study examining the role snacking plays across the world, including India, in meeting consumers’ evolving needs: busy modern lifestyles, the growing desire for...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/07/adidas_FC.jpg?itok=HR0V1Yom
adidas launches campaign inspired by Real Kashmir FC fans

Inspired by the support that Kashmir Football Club gets from its rivals’ fans, global sportswear giant adidas and Real Kashmir FC together unveiled the new design of the club’s 2019-2020 home jersey. They have dedicating it to fans of the club. The new colourways are an ode to the Unreal Fans of...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/06/oppo.jpg?itok=Ozwhz1eG
OPPO announces extension of its partnership with International Cricket Council till September 2023

MUMBAI: OPPO, a leading global smartphone brand, has announced the extension of its partnership with the International Cricket Council (ICC) for another 4 years, up-till September 2023. Under the partnership, OPPO will continue to remain the official Mobile Handset and Headset partner of ICC and...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/06/lazypay.jpg?itok=E1yvMrJZ
LazyPay launches new campaign #LazyPayHaiTohSortedHai

MUMBAI: LazyPay, PayU India’s consumer lending platform and India’s most popular Pay Later option, today launched its new digital campaign ‘LazyPay Hai Toh Life Sorted Hai’. The campaign, to connect with today’s consumers, takes an unusual route and uses cases to highlight the convenience that...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/05/zee.jpg?itok=JTXU8rub
The Advertising Club announces MARQUEE AWARDS 2019 celebrating marquee brand stories

MUMBAI: The global marketing and brand building paradigm has over the years evolved to encompass contemporary platforms, break through mediums and the dynamic digital ecosystem. The India marketing and advertising industry has also played a pivotal role in driving this change.  Such game changer...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/05/madinson.jpg?itok=aXytOZwr
Madison Media Group elevates Vinay Hegde as chief buying officer

MUMBAI: Madison Media has announced the promotion of Vinay Hegde as chief buying officer. He will report to Amol Dighe, CEO, Madison Media Ultra and head of investments. Madison Media’s buying teams across offices will now report to Hegde. Hegde takes over from Neelkamal Sharma, who has decided to...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/06/ashi.jpg?itok=Tsf5uR4U
Ashish Bhasin bags ‘South Asia Agency Head of the Year’ title at Campaign South Asia Awards 2019

MUMBAI: Dentsu Aegis Network (DAN) CEO APAC and Chairman India Ashish Bhasin has won ‘South Asia Agency Head of the Year’ Titles at Campaign Asia-Pacific's Agency of the Year Awards for the fourth time. 

MAM Marketing MAM

Sign up for our Newsletter

subscribe for latest stories