SUSTAINABLE MARKETING STRATEGIES NMIMS CONFERENCE ON NAVIGATING INDIA THROUGH TURBULENT TIMES BY AMBI M G PARAMESWARAN FCB ULKA ADVERTISING
SUSTAINABLE MARKETING STRATEGIES
NMIMS CONFERENCE ON NAVIGATING INDIA THROUGH TURBULENT TIMES
BY
AMBI M G PARAMESWARAN
FCB ULKA ADVERTISING
“THOSE WHO CANNOT REMEMBER THE PAST ARE
CONDEMNED TO REPEAT IT”- GEORGE SANTAYANA
LET US LOOK AT THE LAST TEN YEARS AND SEE WHAT WERE
POSSIBLY THE MACRO TRENDS IN MARKETING AND ADVERTISING
SEVERAL NEW SECTORS EMERGED IN
THE SECOND WAVE OF LIBERALIZATION
TELECOM / MOBILES
AUTOMOBILES
EDUCATION
ECOMMERCE
SEVERAL CONSUMER SEGMENTS EMERGED
WOMEN CONSUMERS
TEENAGERS WITH SPENDING POWER
YOUNG COUPLES WITH KIDS
MEDIA PENETRATION
CHANGEDPRINT SURVIVED
TV BECAME TRULY MASS
DIGITAL STARTED SHOWING SIGNS OF GROWTH
CINEMA EMERGED AFTER NEAR DEATH
RADIO / FM RADIO EMERGED
LOCAL ACTIVATION GAINED TRACTION
ADVERTISING SECTOR SPAWNED NEW AGENCY
MODELSFULL SERVICE AGENCIES SPLIT UP
MEDIA AGENCIES ROSE IN POWER
DIGITAL AGENCIES EMERGED
ACTIVATION AGENCIES WERE BORN
PR AGENCIES REINVENTED THEMSELVES
THAT WAS A QUICK SNAPSHOT OF THE LAST DECADE : 2005 TO 2015
WHAT WILL THE NEXT DECADE HOLD FOR THE MARKETING AND ADVERTISING SECTOR ?
WELCOME TO THE VUCA WORLD !
• Volatile – Uncertain – Complex – Ambigous
• Faster Pace of Change in the 2000s set to accelerate further !
WHICH NEW SECTORS WILL
EMERGE ? ECOMMERCE BOOM / BUST?
HEALTHCARE / HEALTH INSURANCE
FINANCIAL SERVICES
GOVERNMENT DEPARTMENTS
RETAIL / OMNI CHANNEL
EDUCATION
WHICH NEW CONSUMER
SEGMENTS WILL EMERGE ?
AFFLUENT OLD AGED
DINKS
SINGLES
LIVE IN COUPLES
WILL A CONSUMPTION CULTURE EMERGE?
RISE OF MASSTIGE BRANDS
SPEND BEFORE YOU SAVE
MALL THE NEW TEMPLES OF INDIA
MEDIA SPECTRUM CHANGES
BETTER MEASUREMENT METRICS
BARC
NEW IRS
DIGITAL MEDIA MEASUREMENT
OUTDOOR MEDIA MEASUREMENT
NEW FORMATS OF ADVERTISING
TV ADS IN VARYING SIZES
LONG FORMAT FILMS ON DIGITAL MEDIA
IN FILM ADVERTISING / PLACEMENT
SOCIAL MEDIA ENGAGEMENTS
STAGING OF EVENTS FOR BRANDS
MOBILE / SMARTPHONES/ 3G /
4GSMARTPHONES BECOME THE DEVICE OF CHOICE
LOCATION BASED MARKETING EMERGES
APP ECONOMY MATURES
URBAN – RURAL DIVIDE VANISHES
THE NEW SEC [NCCS] CREATES A COMMON PLATFORM
ATTITUDINAL CHANGE IN PROGRESS
AS AFFLUENT, LITERACY, MEDIA SPREADS
RURAL CONSUMER BECOMES INDISTINGUISHABLE FROM THE URBAN CONSUMER
INDIAN CONSUMER WILL CONTINUE TO BE
UNIQUELY INDIAN MULTIPLE LANGUAGES
MULTIPLE RELIGIONS
MULTIPLE SOCIO-CULTURAL ISSUES CONTINUE
HOW TO BUILD BRANDS THAT ARE SUSTAINABLE IN THE LONG RUN ?
80% OF ALL NEW LAUNCHES FAIL
• Old brands that were legends are no more
• Newer brands under constant threat
• Yet, some brands show remarkable resilience
DEMISE OF LEGENDARY BRANDS
• HMT
• Ambassador
• Philips TV
• Bajaj Chetak
SOME NEWER BRANDS TOO FACING THE HEAT
• Axe
• Nokia
• Sony
• Just Dial
BUT SOME BRANDS HAVE COME BACK STRONG
• Enfield
• Old Spice
• Parachute
• Jaguar
SO WHAT DID THEY DO TO STAY RELEVANT ? • Is there a magic formula ?
• Or is it just rigorous and continuous application of Five Forces Model of Michael Porter ?
• Or a combination of many well designed processes ?
GOING BEYOND JUST THE 4PS
#1 TRACKING CONSUMERS CONSTANTLY
• Beyond just traditional market research
• Diving deeper to unearth trends
• Hidden motivations
# 2 TRACKING COMPETITION
• Not just the traditional competition
• But also those coming from left field
• And new entrants
# 3 UNDERSTANDINGSOCIETAL MEGA-TRENDS
• Socio-Cultural trends often missed out
• Changing roles of women, youth, kids
• Increasing purchase power of the old
#4 ANTICIPATING TECHNOLOGICAL CHANGES
• Not just in hi-tech industries
• Even in mundane industries like lighting and FMCG
• Impact of Design Thinking !
#5 GETTING BEHIND MEDIA DYNAMICS
• Better measurement of media effectiveness
• Market Mix Modelling
• Digital Media / Social Media Monitoring
#6 “BAKING IN” SUSTAINABILITY
• How can products and services be made more ‘sustainable’
• Triple bottom line promise
• Production Process, Packaging, Use of Water, Power and Materials
• Use of sustainable manpower policies
# 7 BUILDING TEAM COMPETENCIES
• Greater mobility of marketing talent
• Building people growth agenda
• Building more robust organizational learning systems
• Exploring innovative hiring practices
SEVEN KEY STRATEGIES FOR MARKETING SUSTAINABILITY• Tracking Consumer Changes
• Tracking Competition Moves
• Tracking Technology
• Tracking Socio-cultural Changes
• Understanding Media Dynamics
• Baking In Sustainability into Products & Services
• Building Competencies
‘Religiosity in everydayIndian life takes on awhole new dimensionwhen seen through theeyes of this ad-man! Forinsightful explanationsand marketingpossibilities of a wholehost of phenomena, getthis book’
- Rama Bijapurkar, author of We Are Like That Only
Watch : TEDx For God’s Sake Talk
SUMMING UP …
• Marketing Strategies need to be sustainable in the face of changing consumer, competition, society; Marketing, Advertising and Branding in the coming decade needs to connect with consumers in many different unique ways and thereby increase their value
• In the words of Peter Drucker …
“If brands are the ultimate consumer glue, the task an organisation has to undertake is to build brand value and strengthen the glue.”
THANK YOU