Shibu Philips’ Post

Madhumita Mohanty’s analysis on how organized retail transformed traditional days like Akshaya Tritiya and Dhanteras into major retail events highlights the incredible influence of marketing. Growing up, I remember these festivals as moments of genuine connection with family and culture. They weren’t about discounts or purchases but about celebrating our heritage and values. Today, we see campaigns that turn these days into national shopping events, creating a sense of urgency through strategic marketing, media saturation, and emotional narratives. It’s a brilliantly executed strategy, and there’s no doubt it drives business success. But this evolution raises a crucial question: 𝐴𝑟𝑒 𝑤𝑒 𝑙𝑜𝑠𝑖𝑛𝑔 𝑡ℎ𝑒 𝑑𝑒𝑒𝑝𝑒𝑟 𝑠𝑖𝑔𝑛𝑖𝑓𝑖𝑐𝑎𝑛𝑐𝑒 𝑜𝑓 𝑡ℎ𝑒𝑠𝑒 𝑡𝑟𝑎𝑑𝑖𝑡𝑖𝑜𝑛𝑠 𝑖𝑛 𝑡ℎ𝑒 𝑝𝑢𝑟𝑠𝑢𝑖𝑡 𝑜𝑓 𝑐𝑜𝑚𝑚𝑒𝑟𝑐𝑖𝑎𝑙 𝑔𝑜𝑎𝑙𝑠? Marketing is a powerful force; it can shape perceptions, behaviors, and even cultural identity. Yet, with that power comes a responsibility. When we create FOMO around these moments or reduce them to opportunities to buy, are we, as marketers, preserving the integrity of our cultural practices? Or are we unintentionally turning them into mere seasonal retail cycles? There’s a fine line here. Marketing has the potential to honor traditions in ways that add relevance for new generations while respecting their roots. Imagine a shift where our campaigns don’t just promote sales but actively celebrate and educate audiences about the meaning behind these days. How do you see this balance between honoring tradition and leveraging it for growth? I’m curious to hear your thoughts and reflections on this topic. #MarketingEthics #CulturalRespect #RetailStrategy #AuthenticMarketing #PurposefulBusiness

Here is a great example of moving from product based shopping experience to a service and in many categories experiential based shopper experience. This will be a competitive advantage for grocery shopping with more customers especially in metros shopping frequently on quick commerce. 

𝐄𝐯𝐞𝐫 𝐰𝐨𝐧𝐝𝐞𝐫𝐞𝐝 𝐡𝐨𝐰 𝐦𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐜𝐚𝐧 𝐫𝐞𝐬𝐡𝐚𝐩𝐞 𝐜𝐮𝐥𝐭𝐮𝐫𝐚𝐥 𝐛𝐞𝐡𝐚𝐯𝐢𝐨𝐫𝐬? Let me share a fascinating case study from India's jewelry sector that proves the incredible power of organized retail. Growing up in Odisha, I never saw anyone specifically buying gold on ‘Akshaya Tritiya’ or ‘Dhanteras’. Sure, some communities had these traditions during Diwali, but it wasn't a widespread phenomenon. Fast forward to today - the scenes outside jewelry stores on these days tell a completely different story! 🏪 What changed? The answer lies in the brilliant orchestration of three key factors: 1.  𝐒𝐭𝐫𝐚𝐭𝐞𝐠𝐢𝐜 𝐅𝐞𝐬𝐭𝐢𝐯𝐚𝐥 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 ·       National jewelry chains transformed traditional dates into "shopping festivals" ·       Created urgency through limited-time offers ·       Standardized the buying experience across regions 2. 𝐌𝐞𝐝𝐢𝐚 𝐒𝐚𝐭𝐮𝐫𝐚𝐭𝐢𝐨𝐧 𝐒𝐭𝐫𝐚𝐭𝐞𝐠𝐲 ·       Aggressive TV and digital advertising ·       Full-page newspaper spreads ·       Strategic outdoor advertising in high-traffic areas ·       Constant reinforcement of the "auspicious buying" narrative 3.    𝐄𝐦𝐨𝐭𝐢𝐨𝐧𝐚𝐥 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐓𝐚𝐜𝐭𝐢𝐜𝐬 ·       Repositioning gold from a mere investment to a symbol of love ·       Making carats the new currency of caring ·       Creating FOMO around festival purchases ·       Linking traditional values with modern retail experiences The fascinating part? While these days had religious significance, it took organized retail to transform a regional custom into a national phenomenon. During my time with Reliance Jewels, I realised the power of these festivals and the swing in sales they can bring! 💡 𝐊𝐞𝐲 𝐁𝐮𝐬𝐢𝐧𝐞𝐬𝐬 𝐋𝐞𝐬𝐬𝐨𝐧: The success of this transformation shows how businesses can scale traditional practices by: ·       Building upon existing cultural foundations ·       Creating standardized experiences ·       Leveraging multi-channel marketing ·       Adding emotional resonance to rational purchases What's your take? Have you noticed how other traditional practices have been transformed by modern retail? Share your thoughts below! 👇 𝑨𝒏𝒅 𝒚𝒆𝒔, 𝒘𝒊𝒔𝒉 𝒆𝒗𝒆𝒓𝒚𝒐𝒏𝒆 𝒂 𝒈𝒍𝒊𝒕𝒕𝒆𝒓𝒊𝒏𝒈 𝑫𝒉𝒂𝒏𝒕𝒆𝒓𝒂𝒔 𝒂𝒏𝒅 𝑫𝒊𝒘𝒂𝒍𝒊😊 #Retail #RetailManagement #RetailStrategy #IndianRetail #Diwali2024 #MarketingInsights #ConsumerBehavior #Marketing

𝐖𝐢𝐭𝐡 𝐛𝐫𝐚𝐧𝐝𝐬 𝐢𝐧𝐭𝐫𝐨𝐝𝐮𝐜𝐢𝐧𝐠 𝐟𝐫𝐞𝐬𝐡 𝐜𝐨𝐧𝐜𝐞𝐩𝐭𝐬 𝐞𝐯𝐞𝐫𝐲 𝐃𝐢𝐰𝐚𝐥𝐢, 𝐭𝐡𝐢𝐬 𝐲𝐞𝐚𝐫, 𝐂𝐚𝐝𝐛𝐮𝐫𝐲 𝐡𝐚𝐬 𝐦𝐚𝐝𝐞 𝐚 𝐥𝐚𝐬𝐭𝐢𝐧𝐠 𝐦𝐚𝐫𝐤 𝐢𝐧 𝐞𝐦𝐨𝐭𝐢𝐨𝐧𝐚𝐥 𝐦𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠. ✨𝘊𝘢𝘥𝘣𝘶𝘳𝘺’𝘴 𝘋𝘪𝘸𝘢𝘭𝘪 𝘤𝘢𝘮𝘱𝘢𝘪𝘨𝘯 𝘵𝘩𝘪𝘴 𝘺𝘦𝘢𝘳 𝘥𝘪𝘥𝘯’𝘵 𝘫𝘶𝘴𝘵 𝘵𝘢𝘴𝘵𝘦 𝘨𝘰𝘰𝘥, 𝘪𝘵 𝘩𝘪𝘵 𝘵𝘩𝘦 𝘦𝘮𝘰𝘵𝘪𝘰𝘯𝘢𝘭 𝘤𝘩𝘰𝘳𝘥, 𝘧𝘰𝘤𝘶𝘴𝘦𝘥 𝘰𝘯 𝘩𝘰𝘸 𝘱𝘦𝘰𝘱𝘭𝘦 𝘧𝘦𝘦𝘭 𝘯𝘰𝘵 𝘸𝘩𝘢𝘵’𝘴 𝘴𝘢𝘪𝘥✨ 💫 𝗦𝗼𝗹𝘃𝗶𝗻𝗴 𝗥𝗲𝗮𝗹 𝗣𝗮𝗶𝗻 𝗣𝗼𝗶𝗻𝘁𝘀: Understanding the problem of reuniting with loved ones, #Cadbury partnered with IRCTC to offer a solution—book confirmed train seats and make family reunions easier. 💖 𝗘𝗺𝗼𝘁𝗶𝗼𝗻𝗮𝗹 𝗕𝗼𝗻𝗱𝗶𝗻𝗴 𝗢𝘃𝗲𝗿 𝗣𝗿𝗼𝗱𝘂𝗰𝘁: Instead of showing chocolates, Cadbury showed the true meaning of Diwali—togetherness, making people feel seen and heard. 📈 𝗩𝗶𝗿𝗮𝗹 𝗧𝗵𝗿𝗼𝘂𝗴𝗵 𝗖𝗼𝗻𝘀𝘂𝗺𝗲𝗿 𝗘𝗻𝗴𝗮𝗴𝗲𝗺𝗲𝗻𝘁: The ad inspired people to share, organic reach increased visibility. 😍 𝗙𝗲𝗲𝗹𝗶𝗻𝗴𝘀 𝗢𝘃𝗲𝗿 𝗪𝗼𝗿𝗱𝘀: Cadbury’s campaign proves emotional marketing drives action, turns viewers into active participants in the message. With #campaigns like these #Cadbury redefines connection. It’s not just a product—it’s an experience. . . . #Diwali2024 #CadburyCelebrations #EmotionalMarketing #ConsumerEngagement #Branding

#Ugadi Ugadi (Gudi Padwa ) is more than just a festival—it's a celebration deeply rooted in tradition and symbolism for millions of Indians across various states. It signifies new beginnings, prosperity, and cultural heritage, making it a prime opportunity for retailers to connect with their customers on a meaningful level. During this festive period, retailers can curate a diverse range of products that resonate with the festival. From traditional items like neem leaves, mango leaves, and festive sweets to elegant ethnic wear and home décor adds value to the festive shopping experience. Retailers can weave the festive spirit into their marketing strategies to captivate shoppers' attention. This can be achieved through themed promotions, exclusive discounts on festive merchandise, and creative campaigns that highlight the essence of the festival. Utilizing social media platforms, email marketing, and in-store signage effectively amplifies these efforts. Transforming retail spaces into immersive festive hubs enhances the overall shopping experience. Decorate stores with traditional motifs, play festive music, and organize interactive events such as cooking demonstrations featuring traditional recipes or cultural workshops. These initiatives not only attract foot traffic but also create lasting memories for customers. Beyond sales, understanding and respecting cultural traditions, demonstrate a retailer's commitment to inclusivity and community engagement. This fosters a sense of belonging, strengthens brand loyalty, and builds long-term relationships with customers. Happy Ugadi (Gudi Padwa) #retail #festival #customer #celebration

Branding at shopper key points is indeed crucial for increasing brand visibility and driving sales. The addition of escalator branding for summer fiesta sales promotion is a added advantage. Escalators are high-traffic areas in shopping centers, making them excellent locations for capturing shopper attention. The following done by Tasty Food team at local shopping center at #Sharjah. #BrandVisibility #Awareness #Customer

Mars Wrigley India, a leader in the confectionery industry, is venturing into the luxury gifting market with the launch of its new chocolate brand, Galaxy Jewels. Nikhil Rao, Chief Marketing Officer of Mars Wrigley India, revealed the company's strategy to capture a significant share of the INR 1,000 crore Indian gifting market with Galaxy Jewels. Rao explained, "In this market, while the mass segment is growing at around 3%, the premium segment is expanding at 20%. We are focusing on the premium segment due to its less crowded nature and proven track record." Galaxy Jewels is already available in markets such as the Middle East and Africa, where it holds approximately 50% market share. Rao noted, “It has become very strong over the past 20 years, establishing itself as a proven brand.” In India, chocolate gifting is primarily centered around festivals like Diwali, Raksha Bandhan, and Valentine’s Day. Rao added, “We will focus on these major festivals but also plan to market Galaxy Jewels year-round.” The company plans to leverage its existing sales channels for Galaxy Jewels. Rao mentioned, “In traditional trade, we will target high-end standalone supermarkets, large food stores, and grocery stores. Additionally, we will engage in modern trade and utilize e-commerce platforms.” Mars Wrigley India, known for brands like Snickers and Boomer, has also launched a TVC showcasing the premium nature of Galaxy Jewels. #MarsWrigleyIndia #Confectionery #GalaxyJewels #LuxuryGifting #ChocolateLovers #PremiumChocolate #IndianMarket #GiftingTrends #FestiveGifts #Ecommerce #DiwaliGifts #RakshaBandhan #ValentinesDay #ChocolateBrand #MarketingStrategy #AllBoutCorps

I sat down for a coffee (green tea for me 😉) with Sushant Dash, CEO Starbucks India who said that great coffee, localisation and food will be the key growth drivers and that competition is not a concern. ☕ Currently have around 470 stores in India, on track to open a thousand stores by 2028 ☕ Great coffee, localization, and food will be the key growth drivers ☕ Welcome competition as it will help us; not worried about competition ☕ Inflationary concerns are a constant; managed to keep costs under control ☕ Being more aggressive in price points at a time when inflation is high ☕ Profitable growth, expansion, and optimizing costs will make it a profitable business #Starbucks #Leadership #Sustainability #CustomerExperience #Innovation #CoffeeCulture https://lnkd.in/gje4PD8w

Discover how Sunsilk capitalized on the vibrant Durga Puja festivities to enhance brand engagement! From transforming trams into moving brand experiences to offering free rides in iconic yellow taxis, Sunsilk seamlessly integrated itself into the celebrations. Learn from this inspiring example of experiential marketing and how it can elevate your brand during cultural events! Follow us for more insights and creative strategies. To know more about us, click on the link below: https://lnkd.in/d4mPCi2Y #BrandEngagement #ExperientialMarketing #Sunsilk #DurgaPuja #MarketingStrategy #CulturalEvents #DigitalMarketing #SocialMedia #OnlineGrowth #MarketingStrategy #businesstips #businessstrategy #marketing #digitalmarketingagency #bestdigitalmarketingagency #gravitas #gravitasconsulting

How to market your product this diwali? Find a local shopkeeper selling gift hampers who is supportive of your product/service And convince them to add your physical card/QR code scanner or a simple note with your branding in all the gift hampers somewhere in the middle Just remember - not all customers buying those hampers will be your target customers so be choosy while selecting the shopkeeper for maximum impact - ask the sales number of last few years to calculate the ROI #branding #marketing #diwali