Annurag Batra’s Post

Is Your Brand Struggling to Make an Impact in the Overcrowded Personal Care Market? In an industry flooded with brands and products vying for consumer attention, standing out is no small feat. But amidst the sea of competitors, some brands manage to carve out a distinctive niche and achieve remarkable success. One such brand is FOGG, a name that has become synonymous with high-quality personal care products in India. Known for its innovative marketing strategies and compelling brand positioning, FOGG has demonstrated how strategic thinking and execution can lead to impressive growth and market dominance. In this blog, we will delve deep into FOGG’s marketing strategy, exploring the tactics and approaches that have contributed to its success. From understanding the brand’s unique positioning to dissecting its advertising campaigns, promotional strategies, and market expansion efforts, we’ll uncover the elements that have made FOGG a standout player in the personal care industry. #marketing #internet #casestudy #fogg #linkedin #learn #digitalmarketing #case #ecommerce Read Complete Case Study At : https://lnkd.in/e3s2HNFQ

F𝗿𝗼𝗺 𝗮 𝗦𝗽𝗶𝗰𝗲 𝗖𝗮𝗿𝘁 𝘁𝗼 𝗮 𝗚𝗹𝗼𝗯𝗮𝗹 𝗘𝗺𝗽𝗶𝗿𝗲: 𝗧𝗵𝗲 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗪𝗶𝘀𝗱𝗼𝗺 𝗼𝗳 𝗠𝗗𝗛'𝘀 𝗠𝗮𝗵𝗮𝘀𝗵𝗮𝘆 𝗗𝗵𝗮𝗿𝗮𝗺𝗽𝗮𝗹 𝗚𝘂𝗹𝗮𝘁𝗶 𝗦𝗶𝗿 What if I told you that one of India’s most beloved brands was built not through flashy campaigns but through humble, incremental steps? Enter Mahashay Dharampal Gulati Sir, the mastermind behind MDH, whose marketing approach was as authentic as the spices he sold. His journey offers valuable lessons for anyone looking to create a lasting brand or career. 𝟭. 𝗕𝗲𝗰𝗼𝗺𝗶𝗻𝗴 𝘁𝗵𝗲 𝗙𝗮𝗰𝗲 𝗼𝗳 𝗧𝗿𝘂𝘀𝘁: Before influencer marketing was even a concept, Mahashay Dharampal Gulati Sir became the face of MDH. Appearing in commercials, print ads, and even on product packaging, he wasn’t just a businessman; he was a symbol of trust. This personal touch made every MDH product feel like it came with his personal seal of quality—a subtle yet powerful marketing move that built loyalty over decades. 𝟮. 𝗞𝗲𝗲𝗽𝗶𝗻𝗴 𝗜𝘁 𝗥𝗲𝗮𝗹 𝘄𝗶𝘁𝗵 𝗤𝘂𝗮𝗹𝗶𝘁𝘆: In a world where brands chase trends, Gulati Sir’s strategy was refreshingly simple: focus on the product. MDH’s marketing didn’t shout about luxury or lifestyle; it emphasized purity and authenticity. This approach appealed to consumers who valued quality over hype and led to unparalleled customer loyalty. Word-of-mouth became MDH’s silent yet effective marketing tool. 𝟯. 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗕𝗲𝘆𝗼𝗻𝗱 𝗔𝗱𝘀: 𝗖𝗼𝗺𝗺𝘂𝗻𝗶𝘁𝘆 𝗘𝗻𝗴𝗮𝗴𝗲𝗺𝗲𝗻𝘁: Sir Gulati believed that the best way to market a product was to show that the brand cared. MDH became involved in philanthropic efforts, funding schools, hospitals, and community events. This approach wasn’t just about CSR—it was about creating a brand that was embedded in the fabric of society. Customers didn’t just buy MDH spices; they supported a brand that gave back. 𝟰. 𝗧𝗵𝗲 𝗣𝗼𝘄𝗲𝗿 𝗼𝗳 𝗖𝗼𝗻𝘀𝗶𝘀𝘁𝗲𝗻𝗰𝘆: Think back to MDH’s iconic jingle: “MDH, MDH.” Simple, right? But it’s unforgettable. Gulati Sir’s focus on consistent messaging ensured that the brand was recognizable across generations. No trendy gimmicks, just reliable, quality advertising that reinforced the brand’s core values. 𝟱. 𝗘𝘅𝗽𝗮𝗻𝗱𝗶𝗻𝗴 𝗪𝗵𝗶𝗹𝗲 𝗦𝘁𝗮𝘆𝗶𝗻𝗴 𝗚𝗿𝗼𝘂𝗻𝗱𝗲𝗱: Even as MDH expanded internationally, Mahashay Dharampal Gulati Sir made sure it didn’t lose its essence. The brand’s expansion into global markets was calculated and aimed at audiences who craved authentic Indian flavors. It’s a testament to how you can scale up without losing your roots. 𝗞𝗲𝘆 𝗧𝗮𝗸𝗲𝗮𝘄𝗮𝘆: Sir Mahashay Dharampal Gulati’s story teaches us that sustainable success is built one step at a time. Authenticity, consistency, and community engagement were the pillars of his marketing strategy. If you’re looking to grow your brand or career, take a page from Gulati Sir’s book: focus on the small steps that build trust and create lasting impact.

In the era of Information overload, the most efficient method for marketers to influence the purchase decision of customers is emotions. In the August edition of the Marksman, Shagorika Sinha precisely explains Selling to Emotions: How it makes or breaks a brand. While Mansi Kulkarni dives deep into the efficient and successful marketing strategies of one of the latest & most beloved Disney movies ‘Deadpool & Wolverine’ in her article, Vidur Jagtiani has presented us with a twist and an innovative take on one of our most trusted brands: Vicks. In light of the booming EV market, Aditi Jain highlights the upcoming sustainable brand BluSmart which provides EV taxi services along with battling and one-upping their competitors' features flawlessly. On the other hand, Yash Singh delves into the saccharine timeline of Dairy Milk’s most cherished campaigns. While one may have an emotional connection to this brand, his article is an eye-opener to its successful penetration in the Indian market. Speaking of marketing successes, brands need to keep evolving. In Ishi Anoop’s article, Miss. Vasvi Agnihotri perfectly explains how digital marketing, essentially SEO, has become a requirement for both small as well as huge businesses through her personal experience in HealthKart. Similarly, Zomato & Swiggy’s innovative Digital marketing strategies and approaches have aided them to remain on top of their industry as explained by Nikita Gupta in her piece. In the spirit of Integrated marketing, Ashish Sahu spreads light upon Savlon’s Swasth India campaign which portrays that small hygiene changes go a long way. Lastly, in the dynamic world of marketing, motivation is the key to perseverance. Vatsa Patel’s story on the awe-inspiring Oprah Winfrey gears us up for the upcoming month. A big thank you to our proof readers Diya Shah and Manya Prasad, as well as our Editors Aakriti Pathak and Rohan Sinha. Which of these articles are you looking forward to reading? We’re eager to know 👇

The Brand That Defied 10 Decades of Marketing Trends! In 1929, amidst British rule in India, a visionary Bengali businessman named Gour Mohon Dutta created a simple yet powerful product: a healing cream called Boroline. 𝗖𝗼𝗺𝗽𝗮𝗻𝘆 𝗡𝗮𝗺𝗲: 𝙂. 𝘿. 𝙋𝙝𝙖𝙧𝙢𝙖𝙘𝙚𝙪𝙩𝙞𝙘𝙖𝙡𝙨 What's truly remarkable is that Boroline has thrived for nearly a century without relying on modern marketing tactics! Here’s how they stand out: → No clever advertising → No modern packaging changes → Rarely seen in advertisements → No discounts or offers → No collaborations with social media influencers → No aggressive competition → The same classic look → The original formula hasn’t changed Despite these unconventional choices, Boroline has earned the loyalty of millions, including today’s younger generation. In 2024, Boroline sold over 13 lakh kilograms and achieved ₹250 crore in revenue, controlling 25% of the market and securing its place as the second-largest player. 𝙎𝙤, 𝙬𝙝𝙖𝙩’𝙨 𝙩𝙝𝙚𝙞𝙧 𝙨𝙚𝙘𝙧𝙚𝙩? 𝗦𝗶𝗺𝗽𝗹𝗲: Quality and consistency. Boroline’s formula—boric acid, zinc oxide, perfume, paraffin, and essential oils—has remained unchanged since India’s independence movement. This commitment to quality has earned it the nickname “𝗵𝗮𝗮𝘁𝗵𝗶 𝘄𝗮𝗹𝗮 𝗰𝗿𝗲𝗮𝗺” (elephant cream), a testament to the trust it has built over generations. This story of Boroline proves that staying true to your roots, delivering a quality product, and building customer trust can sometimes be more effective than following every new trend. `` 𝙁𝙖𝙘𝙩 𝙖𝙗𝙤𝙪𝙩 𝘽𝙤𝙧𝙤𝙡𝙞𝙣𝙚 - In 1947, as part of the Independence Day celebrations, G. D. Pharmaceuticals ran an advertisement in national newspapers offering coupons for free tubes of Boroline. This promotion reportedly led to the distribution of over 100,000 tubes of the antiseptic cream. `` What do you think? Can a brand thrive without modern marketing in today’s world? Let’s discuss! 👇

After 8 years of working with a huge variety of leading FMCG brands I've had the privilege of witnessing a critical, and very common issue in the FMCG industry: The failure of product sampling. The typical "mass drop" volume focussed approach is deeply flawed, yet still plays a major roll in the strategies of many, many brands. 1. Poor targeting: Most samples reach the wrong audience 2. Ineffective engagement: Quick, cheap handouts don't create meaningful, experiences. 3. Lack of measurable results: Millions spent with no way to attribute direct success or ROI - the "Key Result" is more often seen as the volume of samples distributed, rather than what impact they had The solution? Performance Sampling! An approach designed around hyper-targeted distribution - reaching specific consumer groups that perfectly align with your target audience and are actively looking for products like yours! Performance Sampling ensures deep, educational engagement, in your target consumers most receptive environment, the perfect place to try a new product or brand - home. And as for the results? Performance sampling measures success exclusively on the direct ROI from the samples you distribute, not simply how many you send out. In 2024 - it's mission critical that ALL marketing activities return data and provide REAL measurements of success. It's time to move beyond the 'spray and pray' sampling method. It's time to evolve! What do you think about Performance Sampling?

The 2024 MARKETING EDGE Annual Summit and Brands & Marketing Awards of Excellence is scheduled for Friday, September 27, 2024, at 9:00 AM via Zoom. The event will explore the theme, “Tech Acceleration: Integrating AI Without Sacrificing Human Creativity and FROM INSIGHTS TO IMPACT: THE FUTURE OF MARKETING.” Morolake Emokpaire a seasoned brand builder and #marketing expert with over 15 years of experience in the fast-moving #consumer goods sector, will be one of the featured panelists. Known for her consumer-centric approach, Morolake has consistently driven significant brand #growth and delivered strong business results throughout her career. She embodies several core values that guide her professional journey, including being a #Creative Nurturer who innovates with a human-centered approach, a Big-Picture Thinker #balancing short-term goals with long-term sustainability, and a Relationship Builder who drives #collaboration across diverse teams. As a Consumer-Centric Leader, she utilizes market insights to deliver campaigns and #products that meet evolving #consumer needs, all while practicing Principle-Driven #Leadership guided by #integrity, excellence, and #value creation. To read more, click link below 👇 https://lnkd.in/e7jjtyvU • • • #marketingedgem #marketingedge #industrynews #imc #branding #adverting #marketing #digitalmarketing

Remember the catchy jingle, "𝐖𝐚𝐬𝐡𝐢𝐧𝐠 𝐏𝐨𝐰𝐝𝐞𝐫 𝐍𝐢𝐫𝐦𝐚, 𝐖𝐚𝐬𝐡𝐢𝐧𝐠 𝐏𝐨𝐰𝐝𝐞𝐫 𝐍𝐢𝐫𝐦𝐚"? Marketing has come a long way since those days. While catchy tunes grabbed attention, today's consumers crave engagement and personalization. The shift is from shouting to sparking conversations. Imagine going beyond billboards and TV ads to having real-time conversations with your customers, just like Nykaa's beauty consultations on Instagram Live. 𝐓𝐡𝐞 𝐤𝐞𝐲 𝐭𝐨 𝐬𝐮𝐜𝐜𝐞𝐬𝐬? A blend of tradition and digital dhamaka! Upskill your team on trendy tools and stay curious about the ever-evolving digital landscape. Learn from the masters - Amul's witty social media presence proves that even established brands can thrive in the digital age. 𝐑𝐞𝐚𝐝𝐲 𝐭𝐨 𝐭𝐚𝐤𝐞 𝐲𝐨𝐮𝐫 𝐦𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐭𝐨 𝐭𝐡𝐞 𝐧𝐞𝐱𝐭 𝐥𝐞𝐯𝐞𝐥?  Let's debate the merits of traditional vs. digital marketing and discover the perfect marketing blend for your brand!

The FMCG industry relies heavily on Customer-Centric Marketing as its primary strategy. FMCG products are often viewed as basic goods, which makes it challenging for companies to retain customer loyalty. People in this category usually choose products based on low prices, sales, and special deals.   Therefore, it is crucial to prioritize customer satisfaction! Research shows that customers who have had a positive brand experience are likely to spend 140% more than other customers. By prioritizing customer satisfaction, brands can develop long-lasting relationships with their customers.   To achieve this, FMCG brands can leverage social media and influencer marketing, prioritize customer-centric approaches, and encourage user-generated content. These strategies empower FMCG brands to connect with their audience authentically, build trust, and drive sales. https://lnkd.in/epGJ8X4R

🚩 Remembering the Legacy of Chhatrapati Shivaji Maharaj: Lessons in Strategic Marketing 🚩 On the auspicious occasion of Chhatrapati Shivaji Maharaj Jayanti, let's take a moment to reflect on the visionary leader's legacy and the strategic marketing tactics he employed to build a strong and resilient kingdom. 1. Brand Building: Shivaji Maharaj understood the importance of building a strong brand. He established a powerful identity for himself and his kingdom, which instilled a sense of pride and loyalty among his people. In today's marketing terms, this can be likened to brand positioning and identity development, crucial for creating a lasting impression in the minds of consumers. 2. Target Audience Segmentation: Shivaji Maharaj was a master at understanding his target audience. He tailored his messages and strategies according to the specific needs and aspirations of different segments of society. This approach is akin to market segmentation in marketing, where businesses divide their target market into distinct groups based on demographics, behaviours, and preferences. This is one of the things that I had implemented at ZebPay - which resulted in better conversion rate. 3. Innovative Guerrilla Marketing: Shivaji Maharaj employed innovative guerrilla tactics to outmaneuver his opponents. His use of guerrilla warfare tactics can be likened to guerrilla marketing in the modern context, where businesses use unconventional and low-cost strategies to gain maximum exposure and impact. 4. Strategic Alliances: Shivaji Maharaj forged strategic alliances with various groups and communities to strengthen his kingdom. This strategy is akin to partnership marketing in the business world, where companies collaborate with other brands or organizations to expand their reach and influence. This is something that I had taken up when working at ZebPay - we had a collaboration with JSW Bengaluru Football Club Private Limited - resulting in better outreach. 5. Community Engagement: Shivaji Maharaj engaged with the local community and sought their support for his endeavours. This community-centric approach is akin to community marketing in modern times, where businesses focus on building relationships and engaging with their local communities to create a loyal customer base. This is something that is followed at LXME - results in better understanding of customer issues and helps in resolving them. As we honour the memory of Chhatrapati Shivaji Maharaj, let's draw inspiration from his strategic marketing tactics and apply them to our own endeavours. May his legacy continue to inspire us to think creatively, act decisively, and lead with integrity in all our marketing efforts. #ShivajiMaharajJayanti #marketingstrategy #brandbuilding #segmentation

Marketing's evolution demands responsible practices. Rajat Abbi, vice president—global marketing, greater India and chief marketing officer of Schneider Electric India tells me why marketers must prioritize authenticity and sustainability to shape positive consumer perceptions effectively. #marketing #marketingdigital #ads #campaign #marketingonline #marketers #marketer #socialmediamarketer #sustainability #sustainabilitymatters #schneider #schneiderelectric #brandmarketing #brandmanagement #greenyodha