Saurabh Bajaj - Practical Marketer

What is the process of Making Advertisements? Such an important topic, yet it isn't something you are likely to learn in B School. This is just one example of the many topics I cover in my book 'The Practical Marketer'. Thank you Dushyant Bhatt for sharing this fantastic conversation. The Practical Marketer: Your Ultimate Guide to Consumer Product Marketing is available on Amazon at https://amzn.in/d/0zRbvnR or at Crosswords Bookstore near you. #thepracticalmarketer #advertizing #brands #marketing

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Is #Performance Important or Implanting #Brand in Consumer?   #PerformanceMarketing is Important as it brings in the much-needed Revenue from various sources. Hence, Marketers are focusing more on this to maintain the P/L budgets at the cost of much needed ‘#BrandAwareness’.   ‘Brand’ is also crucial, as it helps in creating association with Brand in consumers thereby helping conversions through Performance.   But it is generally undermined during the marketing efforts, which should not be done as in the longer run this undervalues the Brand amidst the stiff competition in the market. Many organisations skip focus on Brand which is detrimental.   Optimizing the #marketing costs is much required to maintain the P/L. However, there are many tactics in Performance which can double-up with the Branding efforts and help in Saving costs while delivering the required objectives.

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"Toh Iss Diwali Aap Kise Khush Karangay" was a campaign I really enjoyed being a part of. Do enjoy this story & many more in my book 'The Practical Marketer' which is available on a Limited-time deal. The Practical Marketer: Your Ultimate Guide to Consumer Product Marketing https://amzn.in/d/5J7ZcQB #thepracticalmarketer

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Do prebook your copy of The Practical Marketer: Your Ultimate Guide to Consumer Product Marketing on Amazon in the *Freedom Sale* at https://amzn.in/d/3zYLVXJ #thepracticalmarketer

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#560. Interesting conversation Brijesh Matalia ! We discussed Marketing, Disruption & Careers One of the things that I recommend during my mentorship calls is to try and uncover your destination by searching on Google/ LinkedIn the profiles of leaders that you admire. The reason why this works is that, when u Google, you spontaneously search for what you are subconsciously looking for. Hence, while planning our professional journeys, we can't visualise profiles like Thought Leader, Entrepreneur or Founder. But when you Google people you admire you can identify what you are subconsciously looking for! #scaleupwithsaurabh

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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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𝙐𝙣𝙙𝙚𝙧𝙨𝙩𝙖𝙣𝙙𝙞𝙣𝙜 𝙉𝙤𝙣-𝘾𝙤𝙢𝙥𝙚𝙩𝙞𝙩𝙞𝙫𝙚 𝘾𝙡𝙖𝙪𝙨𝙚𝙨 𝙖𝙣𝙙 𝙩𝙝𝙚 𝙃𝙤𝙘𝙘𝙤 𝙄𝙘𝙚 𝘾𝙧𝙚𝙖𝙢 𝙋𝙞𝙫𝙤𝙩 A non-competitive clause in business deals prevents sellers from starting or engaging in competing ventures for a specified period. This was the case when the Chona family sold Havmor Ice Cream to Lotte for INR 1,020 crore in 2017, including a non-competitive clause. After this period, the Chonas saw a significant opportunity in the new-age ice cream market. They pivoted their brand, Hocco , from serving Indian recipes in QSR restaurants to a thriving ice cream brand. This decision was driven by several factors: Market Potential: They recognized the growing demand for innovative ice cream products. Expertise: They already had extensive experience in the ice cream business. Goodwill: They had strong relationships with distributors and a positive reputation in the Indian market. Emerging Quick Commerce: The rise of quick commerce platforms provided a perfect boost for launching a new-age ice cream brand like Hocco. They secured a Rs 100 crore investment from Sauce.vc VC and other angel investors, successfully re-entering the ice cream market with renewed focus and innovation. Non-competitive clauses provide breathing room for Ankit Chona to plan their next move strategically without immediate competition. For Hocco, it meant transforming and relaunching as an ice cream brand, demonstrating the strategic benefits of such agreements. #StartupStrategy #NonCompetitiveClauses #Havmor #HoccoIceCream #Entrepreneurship #BusinessGrowth #Investment

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When you are entering a competitive market, brand positioning is an essential tool unless you wish to beat by pricing. Elements like brand identity, symbols, color pallate & most importantly positioning doesn't require budgets but deep understanding on "how" you wish to be different. Examples - You want to position around "Being one with nature" or "Mighty & Gentle" Once this is decided "distribution" of this positioning at scale will require budgets. So essentially the journey starts with creativity & then with budgets depending on your revenue goal. Worry less about budgets & focus more on differentiating your brand from others. #brandpositioning

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Glad you enjoyed the Quiz, Haseeb Khatri ! There is a lot more to learn on the website https://lnkd.in/d5vB7HgK And challenge your Marketing Acumen through the Quiz https://lnkd.in/dszE9Nmd #thepracticalmarketer.in

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"The Gujarat Cooperative Milk Marketing Federation (GCMMF), which markets milk and milk products under the brand name Amul, has increased the prices of fresh pouch milk by approximately ₹2 per litre, effective in all markets across the country. The new milk prices, effective June 3, come immediately after the seven-phase Lok Sabha elections concluded. Gujarat-based GCMMF defended the move to hike prices by stating, “The increase of ₹2 per litre translates to a range of 3-4 per cent increase in MRP, which is much lower than average food inflation. It is worthwhile to note that since February 2023, Amul has made no increase in prices of Fresh Pouch milk in major markets.” “This price hike is being done due to an increase in overall cost of operation and production of milk. Our member unions have also increased farmer’s price approximately by 6-8% over the last one year,” the statement added. GCMMF also stated that, as a policy, it passes on almost 80 paise of every rupee paid by consumers for milk and milk products to the milk producers. “The price revision shall help in sustaining remunerative milk prices to our milk producers and to encourage them for higher milk production,” it added." https://lnkd.in/gRRWM78Z

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"Indian consumers are lapping up Chinese electronics brands as they offer value for money and don't suffer from the perception of poor quality anymore, giving them a strong market share across segments, said industry executives. This is despite Chinese electronic product companies coming under intense regulatory scrutiny in India amid a heightening of border tensions. As per market trackers Counterpoint Research and IDC, four Chinese brands-Xiaomi, Vivo, Realme and Oppo-are ranked in the top five for smartphones. The only one not from that country is South Korea's Samsung. Industry executives estimate this will translate into combined sales of almost Rs 90,000-95,000 crore. China's Xiaomi was examined by Indian government agencies over alleged foreign exchange violations in 2022, which coincided with a large proportion of its top leadership changing. The company ceded its No. 1 spot in the December quarter of 2022 to Samsung, eventually sliding to fourth. But by the June quarter this year, Xiaomi was back at the top on the back of an aggressive expansion in offline retail. Vivo is another Chinese company that has faced investigations over allegations of tax violations and money laundering. The Chinese have also gained ground in the fiercely competitive home appliances and TV segments, where the number of popular brands exceeds that of smartphones-as much as 40 in ACs to 15 in TVs. Qingdao-based Haier ranks fourth in refrigerators after LG, Samsung and Whirlpool, and also fourth in TVs after LG, Samsung and Sony, industry executives said, citing sales researcher GfK's figures for January to June of this year. "Indians no longer perceive these brands as Chinese and consider them international brands," said Nilesh Gupta, director at Vijay Sales, a leading consumer electronics retail chain present in Mumbai, Delhi-NCR, Ahmedabad and Hyderabad. "They have created brand equity for themselves in India through the years." They have also burnished their image through ads at global sporting events, the executives said. For instance, Vivo and Hisense were official sponsors of the just-concluded Euro football championship. In smartphones, the combined share of Xiaomi, Vivo, Realme and Oppo went up to 61.6% in the April-June period. This was compared to a 55% share in the same period a year ago. The only significant non-Chinese brands in smartphones are Samsung and Apple, Gupta said. Chinese brands have an edge, given their compelling prices, Gupta said. In appliances, Haier has found gaps in the market and filled them with innovative products such as bottom-mount refrigerators, thereby gaining share, he said. These are units that have the freezer compartments at the bottom." Full report: https://lnkd.in/gYEHCAQa

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Executing campaigns end to end has always been super insightful. With the LIT team, we make sure we deliver the work in the best way possible! Here’s one for the campaign we have worked on.😉 #LIT #InfluencerMarketing #TalentManagement #Collaborations

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🌟 The Potential of the Makhana Industry in Transforming Bihar's Business Ecosystem 🌟 The Makhana industry in Bihar holds immense potential to transform the state’s business ecosystem. As a region with rich agricultural heritage, Bihar's Makhana industry stands at a pivotal moment, with opportunities to drive economic growth and innovation. Current Demands: 1. Increased Quality Standards: There is a growing demand for high-quality, traceable Makhana that meets international standards. 2. Direct Market Access: Farmers and buyers seek more efficient ways to connect directly, reducing reliance on intermediaries. 3. Sustainable Practices: Consumers and businesses are increasingly focused on sustainability and ethical sourcing. Steps to Improve Farmer and Buyer Experience: 1. Enhance Quality Control: Implement stringent quality assurance processes to ensure that Makhana meets the highest standards, which will boost consumer confidence and marketability. 2. Facilitate Direct Connections: Develop platforms and systems that enable farmers to connect directly with buyers. This will help farmers receive fair compensation and allow buyers to access fresh, quality products. 3. Invest in Training and Technology: Provide farmers with training on best practices and invest in modern technology for processing and harvesting. This will improve product quality and efficiency. 4. Promote Sustainable Practices: Encourage and support sustainable farming methods to ensure long-term viability and appeal to eco-conscious consumers. By addressing these areas, we can unlock the full potential of the Makhana industry, driving economic growth and improving the livelihoods of farmers in Bihar. Together, let’s work towards a thriving Makhana ecosystem that benefits both producers and consumers. #Makhana #BiharBusiness #AgricultureInnovation #SustainableFarming #QualityAssurance #DirectMarketAccess #EconomicGrowth

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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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Brand positioning #3 - Plant based milk. It's Sofit vs SoGood vs Raw pressery All 3 have great quality products & brand positioning helps them stand out differently to a limited yet rapidly growing set of customers. What are your thoughts? Which brand is your favourite? #brandpositioning #marketing #plantbasedmilk #mmamedia

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𝐁𝐞𝐲𝐨𝐧𝐝 𝐭𝐡𝐞 𝐁𝐨𝐭𝐭𝐥𝐞: 𝐇𝐨𝐰 𝐕𝐚𝐫𝐮𝐧 𝐁𝐞𝐯𝐞𝐫𝐚𝐠𝐞𝐬 𝐂𝐨𝐧𝐪𝐮𝐞𝐫𝐞𝐝 𝐭𝐡𝐞 𝐈𝐧𝐝𝐢𝐚𝐧 𝐅𝐌𝐂𝐆 𝐌𝐚𝐫𝐤𝐞𝐭 VARUN BEVERAGES LIMITED , the powerhouse behind PepsiCo's bottling operations in India, offers a compelling case study in FMCG success. Their journey to becoming the 4th most valued FMCG company in India is paved with strategic brilliance. Key elements that fueled their significant growth are:- ➡ Scaling the Beverage Landscape:- Varun Beverages has an unparalleled distribution network, spanning across 27 states and 7 UTs. With such a broad reach, the product is guaranteed to be as visible and accessible as possible, gaining a substantial portion of the Indian beverage market. ➡ Diversification beyond just Pepsi:- While Pepsi products remain their core strength, they understands the power of diversification. Their portfolio extends to Schweppes, Tropicana, Slice, and Gatorade, catering to a wider range of consumer preferences.They also have secured the exclusive rights to distribute Kurkure snacks. ➡ Operational Excellence: The Cost-Conscious Advantage:- Varun Beverages prioritizes cost optimization through in-house manufacturing of bottle preforms, crates, and boxes. Furthermore, by placing coolers strategically around stores, they maximise product visibility and encourage impulsive purchases by acting as a silent salesperson. Comment down your thoughts!! Abhinav P K #FMCG #India #BusinessStrategy #Marketing #pepsico #beverages #varunbeverages

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'What were they thinking?' It was me last night during the USA vs England T20 World Cup fixture. Not for the cricket being played but for the two ads I saw. One was by MRF Tyre featuring Virat Kohli, and the other was by Lemonn (yes, with two n), an online broking startup. The first ad, by MRP Tyre, featured Virat Kohli, while the second one was by Lemonn, an online broking startup. In the MRP ad, the voice behind the camera asks Virat for advice: "Virat ji, can you recommend a good car tyre?" MRF once captured my childhood mind with the logo on Sachin Tendulkar's bat — a marketing genius. I don't know why they missed the mark here. Why ask a cricket star about car tyres? Asking Virat to vouch for tyres without context falls flat. Imagine seeing him take on rough terrain, showcasing the tyres' durability—that would resonate more. The Lemonn ad prides itself on being a no-cost ad. It literally shows lemons instead of DDLJ, Chak De India, Mohabbatein, or Dhoom characters in the iconic scenes. Their call to action: Like this no-cost ad, buy stocks at no cost. A fresh approach, sure, but does it build trust? Trust and competence are paramount when it comes to financial decisions. This is especially true when there are many established options. The Lemonn ad, despite the unique approach it tries taking, falls flat on these and, unfortunately, even on humor. What do you think? Should brands stick to their core competencies when choosing endorsers and narratives? Or is it okay to take a creative leap while risking credibility?

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--- FMCG Industry: Challenges and Golden Future The most promising sector with immense growth potential. --- Overview FMCG is the 4th largest sector in India, expected to reach $615 billion by 2027. Contribution breakdown: 50% from household products 37% from healthcare --- Positive Points Driving Growth 1. Increase in disposable income: More money in hand fuels consumer spending. 2. Ease of online shopping: Convenient, at-home shopping experiences. 3. Lifestyle changes: Modern aspirations influence product choices. 4. Evolving consumer aspirations: Lower-middle-class demand for branded products. 5. Affordable smaller packs: Examples like Nescafe ₹2 sachets and ₹10 Pepsi boost consumption. 6. Credit card usage: Increased spending as purchases are made without immediate cash. 7. Digital payments: Simplified transactions encourage higher spending. 8. Foreign direct investment (FDI): Creates jobs, enhancing consumer purchasing power. 9. E-commerce growth: Easier access to products accelerates demand. --- Challenges in the FMCG Industry 1. High marketing costs: Investments often deter companies. 2. Educated consumers: Demands for quality and innovation are growing. 3. AI disruptions: Automation may reduce jobs but reshape efficiencies. 4. Reduced frontline salesforce: Technology limits personal relationships with retailers. 5. Tougher selling: Effective marketing drives pre-planned purchases, reducing impulse buys. 6. Crowded categories: Each brand competes for consumer loyalty. 7. Retailer demands: Higher profit margins and display costs strain companies. 8. Distribution costs: Stockists expect higher returns on limited investments. 9. Inventory pressures: Reduced retailer inventories require companies to stock more. 10. Weak trade relationships: Minimal interaction between field staff and trade partners. 11. Emerging regional players: Intense competition with MNCs. --- Strategic Solutions for the Future 1. Understand changing consumer behavior: Track trends and adapt. 2. Skill up the salesforce: Build knowledge and equip them for new challenges. 3. Engage with the market: Senior leadership must spend time understanding on-ground realities. 4. Balance technology and practicality: Leverage analytics but rely on field insights. 5. Staff retention: Create strong career paths to reduce attrition. 6. Optimize costs: Use alternative raw materials and sourcing strategies. 7. Diversify without investment: Innovate within current resources and competencies. --- Conclusion: The FMCG industry is poised for exponential growth, but businesses must stay adaptable, proactive, and consumer-focused. The future lies in combining innovative strategies with practical field knowledge. "Keep your eyes and ears open." pl share your views --

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