Preetika Mehta

Consumer Loyalty Programs / Customer Loyalty : I was in discussion with 'Loyalty' / 'Engagement' driving professional third party agency a while ago. I am exposed & driving 'Loyalty' / 'Engagement' programs since ages for brands like LG, Toshiba, Hindware & Michelin as a Marketing custodian. But had never delved deep into 'Loyalty' as a word / expression / emotion. During the discussion, I asked a very basic question to myself and the agency - "What is 'Loyalty' ?".....And I reached to an answer myself.... The answer I gave is "Loyalty is 'UNCONDITIONAL' 'ONE WAY' 'LOVE' !"... Agree ? Thoughts please...... #sales #marketing #brand #business #categorymanagement #productplanning #recruitment #manpower #humanresource #staffing #search #selection #consultant #team #culture #jobs #jobsearch #OpenToWork #India #recruitmentprofessionals #headhunter

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Just a few months ago , there was a raging debate on social and other media regarding 70 hour work weeks . How does long work hours translate into better productivity or output beats me ! ( and I have been working over 20 years in reasonably large and diverse organizations ) . This gets further complicated by some who like to consider themselves as workaholics which increase the pressure on peer groups to try conform to the system . Many times , the leadership choose to remain silent on such long working routines . As long as long hours are revered as a substitute for effectively measuring productivity and business results , the situation will continue to be the same . Change is only possible in those organizations , where it’s Leadership exhibits ‘ Authentic Behaviour ‘ , a term coined by Chris Argyris , one of the leading Deans of Organizational Theory . Which means in this case , clearly prioritise business results as discussed and mutually agreed during Goal setting with all associates , rather than measure progress though hours spent in meetings / at work / volume of activity . Views please ? #workpressure #workinghours #productivity #businessresults #organizationtheory #leadershipimpact

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Trust Priya Lobo to bring out the most exciting stories through a great conversation. In this chat we talked about the Power of Research and how the concept of Purchase Decision Hierarchy helped me across categories - Gifting, Shakes & Telecom. How, the product design of Winkin Cow Thick Shakes was key to building 20% of our business in Tamil Nadu The story of reorienting the Cadbury Gifting Business to drive growth through the power of Consumer Insights The roles I have enjoyed and what drives me as well as the journey of 'The Practical Marketer' Do enjoy this conversation & let me know what more you would like us to cover next? #thepracticalmarketer

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Which was the most creative or impactful ad during the IPL..unable to spot any..is main line advertising getting more transactional due to the pressure for instant leads/conversion or creative heads are unable to convince the clients to take more creative route with few layers of communication/messaging... #ipl #advertising #marketing .. people can share their thoughts for various perspectives

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MARICO Q1FY25: Quick Thoughts - Largely in-line results, but optimistic commentary - Operational turnaround in Foods & Digital Brands are the key takeaways - Will be interesting to track the eventual result of a planned increase in distribution - Saugata Gupta and team have always been honest and credible with their guidance and achievements of the same. Key Takeaways from the result in 7 pointers: 1) Reported Results Revenue at 2680 Cr vs Poll at 2675 Cr EBITDA at 626 Cr vs Poll at 631 Cr Margins at 23.4% vs Poll at 23.5% PAT at 474 Cr vs Poll at 462 Cr 2)     Domestic Volume Growth at 4% vs expected 4-5% 3)     Gross Margins improved to 52.9%, higher YoY and QoQ, Ad Spends upped from 8.6% to 9% YoY, lower vs 9.9% QoQ 4)     Segments Parachute Q1 Volumes +2%; Value +6% Saffola Q1 Volume up mid-single digits, value -1% Value Added Hair Oils saw 5% value decline 6)     Mgmnt Commentary: - Domestic revenue growth to trend higher with pricing & volume growth gradually picking up - Expect operating margin to inch up over the next few years - Foods & Premium Personal Care: FY27 Revenue Share seen at >25% vs 20% - Beardo to deliver double digit EBITDA margin in FY25 - Target Double Digit EBITDA margin in Digital-first brands in FY27 - Foods portfolio to be 2x of FY24 scale in FY27 - Exit ARR of Digital-First brands expected to be 2x of FY24 ARR in FY27 vs 550-600 Cr in FY25 - Bangladesh dependence for International business to reduce to 40% from 44% by FY27 - To increase direct reach from 1m outlets to 1.5m outlets by FY27 - Will spend 80-100 Cr over next 3 years to fund distribution improvement and demand generation 7) Deal with Kaya Potential ₹100 cr revenue opportunity for Marico in 4-5 years Had spoken to the management last year for a detailed business plan over the next few years, still holds good, do watch: #StockMarket #Marico #FMCG #FMCGisLife #ResultsBreakdown #Analysis Rishabh Mariwala Harsh Mariwala #Consumption #India #CNBC https://lnkd.in/dbysDU3k

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In conversation with Arpan Biswas, Head to our YouTube Channel to listen to the full podcast #1 marketing podcast

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Sharing an important point for a BRAND STRATEGY on which I had written before, What’s your Brand’s CORE PURPOSE ? Peter Drucker , voted as the Management thinker of the 21st century , once said “ THE CUSTOMER RARELY BUYS what the business thinks it sells him” . Do All Brands really know what they are selling to the consumer (or the customer in case of a B2B ? ) And to do this , the Brand custodians must understand it’s CORE PURPOSE . some examples ( not the co. version ) : PAMPERS exists to help mothers with their babies all round development , APPLE enables it’s users with creativity and self - expression , JOHN DEERE is about making a difference to farmers lives , MASTERCARD makes lives simpler and more flexible , DIESEL exists to ensure endless imagination and possibilities in style , RED BULL exists to energize the world . And to understand the Brand core purpose , it’s important to understand the CORE DRIVER behind the consumer / customer’s behaviour. Therefore , understanding the core driver of the customer’s behaviour leads to gaining deep insights leading to defining the Brand CORE PURPOSE

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How do Customers make buying decisions? One way of understanding the same is by decoding the Hierarchy of Decisions they take when they purchase Milkshakes, AlcoBev, Telco plans, Biscuits or Chocolate Gifts. Understand more about this concept in my book 'The Practical Marketer' & more importantly, how to apply this at work ! The Practical Marketer: Your Ultimate Guide to Consumer Product Marketing is available on Amazon at https://amzn.in/d/gr8KkW3 or at a Crosswords Bookstore near you. Thank you Karan Gupta for sharing the below! #thepracticalmarketer #brands #marketing #management #education

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#FMCG leaders - STOP TAKING INDIAN CONSUMER FOR A RIDE For years, major FMCG BRANDS HAVE CONTROLLED Indian households through convenience and clever marketing—pumping consumers with SUB-STANDARD, LOW-QUALITY, UNHEALTHY PRODUCTS under the guise of “healthy” benefits that were outright misleading. Kirana shops were silent partners. The untold rules: “STOCK LEADS TO SALES” and “HAMMER FALSE CLAIMS UNTIL CONSUMER BELIEVES them” Here’s the reality check: QUICK COMMERCE and SOCIAL MEDIA have disrupted, democratized, and transformed the FMCG landscape. Consumers are now INFORMED, EMPOWERED, and DONE with being taken for granted and misled. FMCG brands, kirana shop owners, and the government—it’s time to wake up or GET LEFT BEHIND. ## FMCG Brands: STOP BLAMING - EARN BACK CONSUMER TRUST • TRANSPARENCY IS NON-NEGOTIABLE: Consumers are FED UP with hidden ingredients and false health claims. Start being HONEST about what’s inside. Drop the sugar, additives, and processed junk—OR GET READY TO BE REPLACED by cleaner, more transparent brands. • STOP BANKING ON BLIND LOYALTY: Loyalty is DEAD. Today’s consumers want HEALTH, QUALITY, and ETHICS—not empty promises. If you can’t innovate with products that truly resonate, prepare to watch your market share slip away to brands that can. • GO DIGITAL—FAST: Quick commerce isn’t a threat; it’s a TOOL. Embrace it, or get outplayed by brands that leverage digital channels and data to stay relevant. Your consumers have moved online—WHY HAVEN’T YOU? #KiranaShop Owners: WORK FOR THE CONSUMER NOT THE BRAND • BE THE LOCAL TRUST HUB: People trust you. Stock brands that are HONEST and HEALTH-FOCUSED. Become the go-to for QUALITY, not just convenience. • PARTNER WITH HONEST BRANDS: Consumers want alternatives to cheating brands. Build relationships with ethical brands that match new consumer values. Become known for QUALITY, not just the same old products. • DIGITIZE TO COMPETE: Small steps matter. List your shop online, offer home delivery, and STAY CONNECTED with your customers. Quick commerce can’t replace your local credibility—USE IT TO YOUR ADVANTAGE. Government: PROTECT CONSUMER INTEREST • MANDATE HONEST LABELS: Enforce strict standards on health claims. STOP BRANDS FROM MISLEADING CONSUMERS. If you don’t protect them, you’ll FURTHER lose credibility. • EMPOWER KIRANA SHOPS: Support local stores with incentives for digital tools and training. KEEP THEM COMPETITIVE in an online world where big players dominate. • FOSTER LOCAL, ETHICAL BRANDS: Give small, honest brands a leg up. INCENTIVIZE SUSTAINABLE PRACTICES and help these businesses reach more consumers. ##BottomLine FMCG ecosystem is transforming because CONSUMERS ARE TRANSFORMING. Quick commerce has given consumers CHOICE, SPEED, and INFORMATION. The era of taking consumers for granted is OVER. Embrace transparency, empower kirana stores, and support honest brands. THAT’S THE FUTURE OF FMCG #RatneshJain Revant Himatsingka (Food Pharmer)

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#BrandVoice A tale of segmentation Last week, during a casual chat with an academician friend, my thoughts struck around brand segmentation. It’s a riveting story about how the universe of consumer products has evolved. Segmentation, once a prisoner of convention and rigid rules and gender stereotypes is now transforming into a canvas of inclusivity. Most of us would possibly recall the iconic Surf Ad, when TV was a rare luxury in middle class homes. Back then, a graceful lady named Lalita Ji was the star, intelligently advocating how to choose a detergent for a sparkling clean white cloth, like her sari. Today, the brand has evolved into a lovely father-daughter story in the new Surf Excel Matic Liquid ad, re-scripted to connect with a diverse world. Let me take this thought to the spin cycle of laundry machines. Once stereotyped as a female territory, have adapted to the modern rhythm of DINKY & DEWKs, both. Major brands have sprinkled their machines with the fairy dust of smart technology, turning them into AI-driven helpers, magically sensing the fabric type and selecting the perfect wash cycle, remotely even from offices, engaging couples equally in the laundry job. Likewise, the kitchen, long considered as a woman’s place, is now being embraced by men, specially in the post COVID period, as they discover their inner chef. Several brands are creating campaigns where men wield spatulas like magic wands, conjuring up delicious meals, encouraging women to ask for a shared role in the kitchen. Beyond these traditionally female centric domains, there are categories where gender lines have already blurred. In the world of sound, brands like Bose & Boat appeals to music lovers. Mobile phone Ads showcase diverse experiences, while notebook ads highlight creativity and portability. Cola commercials, featuring stars from Aishwarya to Amir and Shahrukh to Samantha tell the interesting stories behind. The dance of consumerism is spinning a vibrant tapestry of inclusivity, continually! #Brand #BrandStrategy #MarketSegmentation #AdvertisingandMarketing #EdChat

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Many Thanks Dr. Pawan Kumar for your support in this journey. The title of the book 'The Practical Marketer' was something I first came up with in 2020. It was during the pandemic that I was approached by campuses for a talk for first year MBA students. I asked myself, what is it that B School students want to understand & the answer was obvious. So in under 45 minutes I poured the learnings of my career in FMCG spanning 2 decades The structure that I followed was a simple comparison between what the leading text books teach us about Marketing compared with how we deal with the same subjects in the corporate world Next I started penning articles on various subjects that I wished I knew the answer for as I started my Journey - How do u choose the right Celebrity? - Which Consumer Promotions work? - Various Researches that can be done? - How Brand Purpose is uncovered? - Working with your Agencies. The Book eventually emerged from these articles and I mailed the draft to Dr Pawan & some other B Schools Faculties It was the invaluable contribution of members of the academia that helped refine the book as an ideal reference read for students of Brand Management Many Thanks Dr Pawan for your constant encouragement & support in the journey of creating 'The Practical Marketer' which is available for purchase on Amazon now #thepracticalmarketer #book #brands #marketing #brandmanagement

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I am a patient guy. Unsolicited WhatsApp messages don't generally irk me. But lazy messaging and copywriting jobs do. Like this unsolicited WhatsApp message that I got from a reputed travel company. (I have redacted anything that will hint at its name.) Beyond it being an unsolicited one, there are so many issues with this: ✖ Lack of Personalization 'Valued Customer' is generic and does not create any personal connection. And if I am a valued, i.e., existing customer, why not bring in my relevant travel history with your platform? That will make this personal for me for sure. ✖ Hollow Exclusivity There's no context or criteria for why I am getting the 'Exclusive VIP' offer. The thumb rule of marketing communication is to improve the perceived value. But this one reduces that. ✖ Lack of Emotional Appeal and Trust If we are talking about travel—getting away from the daily grind—why not use language that evokes emotions? Excitement, relaxation, or the joy of a well-planned trip! Also, there is a lack of any assurance - why should I trust you? ✖ Call-to-Action What am I supposed to do exactly? Download the app, visit the website, call you, or reply to this message? It's absolutely not clear! ✖ Copywriting (or lack of it!!!) It's extremely extremly cluttered, with no flow or coherence between the paragraphs. And let's not talk about grammar. --- Of course, I will not act on the message because I don't prefer pushy brands. However, I am going to offer my version of this message without significantly changing any offer or any included parameter. Let me know what you think. --- BRANDNAME VIP Offer Dear Amit, We're thrilled to offer you an exclusive VIP discount on your next adventure with BRANDNAME! ✈️ As a valued member, you can access unbeatable savings designed just for you. Unlock your VIP benefits with code: OFFERCODE. 🏨 20% OFF on Hotels Whether it's a cozy getaway or a luxurious stay, enjoy unmatched discounts on top-rated hotels. ✈️ 10% OFF on Flights Fly to your dream destinations with ease and save more on every booking. 🚌 10% OFF on Bus Tickets Explore the scenic routes with great savings on comfortable bus rides. 🌴 10% OFF on Holiday Packages Turn your holiday dreams into reality with exclusive savings on our best holiday packages. Why choose BRANDNAME? • Complimentary Medical Assurance: Travel with peace of mind, knowing that your plans are secure with our medical coverage. • 24/7 Customer Support: We're here to help you every step of the way. Ready to book? DOWNLOAD THE APP and use code OFFERCODE at checkout. Hurry, these exclusive savings won't last long! For any assistance, reply to us with Hi, and we will be with you in no time. Happy Travels! 🌏 [[CTA: DOWNLOAD THE APP]]

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The CCI has cleared the merger of Viacom18 and Disney Hotstar, creating India's largest media house. This completes the consolidation of TV channels under Jio as part of the classical diversification of Porter's model. My two questions to all on my network: 1. Will there be usurious monopoly pricing of advertising? Such pricing could make it impossible for smaller brands to get into network channels. This is especially in the context of sports properties around cricket being only with this conglomerate. What is your view? 2. Will this consolidation lead to reduction of divergence of news and views ? Do we run the danger of unidomensional views and news? Is this right for a democracy of 1.3 billion where we have a million views and news daily? What do you think ?

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Stephen Hawking was my childhood Hero as I read 'The Brief History of Time' when I was in my 6th grade What I love about the book is that, a subject as complex as Quantum Physics & Cosmology was made accessible to the large mass of humanity. I have attempted to do the same in "The Practical Marketer" by simplifying concepts so you can, not just learn, but actually 'practice' marketing. I am grateful for the warm support that I am seeing from the academia and 3 Professors have already included the book in their syllabuses. Many Thanks Sathyanarayanan Ramachandran for such a comprehensive review. I m sure your students will greatly benefit from the read. #thepracticalmarketer

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When we see success , we rarely see the what went behind it . The pic below depicts it very aptly . Not so long ago , Sam Walton , when it was announced that he had become the richest man in the world , was asked by a battery of reporters that “how does it feel to be suddenly the richest man in the World ?” And he replied “ like anything worth doing , it’s taken me about 20 years in the making” Agree ? #success #successmindset #successstories

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'The Practical Marketer' goes Global !! My book has received a warm reception across start-up founders, academia as well as professionals. Hence, Jaico Publishing House has decided to extend its reach to global shores through the Kindle Edition & Print on Demand services. US Edition: https://lnkd.in/gKwZUvDf UK Edition: https://lnkd.in/gqvAtbeb Some of my favourite reviews are: Tamal Chatterjee : 'My devout compliments to you for writing something that will be a frame of reference for Marketers - young and old for a long time to come. Shaju Nair : It's a treasure chest filled with golden nuggets on brand strategy, consumer behaviour and brand activation, all served with a side of real life examples. Prof Sathya Ram . : 'The Practical Marketer' is the latest addition to this illustrious list, a worthy brick to these monument contributions. 'The Practical Marketer' is also now the 'Book of the Month' at 'Book Sectra' https://lnkd.in/g73BhqgB Really gratified that my labour of love is being received so well and in just the first month, also being integrated into the syllabuses of B Schools as a reference read. Do grab your copy of The Practical Marketer: Your Ultimate Guide to Consumer Product Marketing from Amazon https://amzn.in/d/cZrl3gp or from a Crosswords Bookstore near you. #thepracticalmarketer #marketing #brands #bschools #management #startups

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The 1970s saw the appointment of Ravan Sengupta by Clarion Advertising for its finance position, which adjudged him as the first CFO of Indian advertising. Later on, veteran advertising women like Tara Sinha (of Clarion) and Nargis Wadia (of Interpub) were an all-women army. Despite 40 percent of CFO roles filled in by women in different sectors, Indian advertising has a long way to go. Read more👇 https://lnkd.in/d-zqZATD GOZOOP Group | Rediffusion Brand Solutions Pvt Ltd By Kashmeera Sambamurthy #digitalmarketing #marketing #socialmedia #business #entrepreneur #branding #socialmediamarketing #contentmarketing #growthhacking #marketingstrategy #growthmindset #leadgeneration #sales #engagement #communitybuilding #influencermarketing #results #impact

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From Posters to Pixels: How Marketing Transformed 🌍 Ever wonder how we went from handing out flyers to launching viral digital campaigns..? 📰➡️💻 The journey from traditional to digital marketing is nothing short of revolutionary! 🚀 What sparked this change? 🤔 📉 Targeting: From broad strokes to pinpoint precision. 🕒 Speed: Campaigns that took months vs. instant launches. 💰 Cost: Exclusive to the big players vs. open to all. 📊 Analytics: Hunches vs. hard data. 💬 Curious: What’s your take—are we better off in the digital age, or does traditional marketing still hold its charm? Share your thoughts! 👇 #DigitalMarketing #MarketingEvolution #BusinessStrategy #Innovation #seriesguy

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