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Know your Customer – The Perfect Marketing Strategy

14th June 2021
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MATS Institute of Management and Entrepreneurship (MIME), JAIN (Deemed-to-be University), organized a webinar titled, For Success, Think Like a Customer on June 5, 2021, to provide deep insights into what goes on behind the scenes in the marketing of a product. The keynote speaker for the event was Ms. Anupama A Shah, a senior marketing professional with over two decades of work experience. She has actively been a part of marketing and brand teams in the personal care FMCG, consumer durables, brand consulting, and internet companies. Ms. Shah was associated with big names like Lintas, Ogilvy, and Himalaya Wellness.

Ms. Shah quoted David Ogilvy and said, “Your customer is not a moron. She’s your wife.” She spoke about the importance of ethnography study for the success of any product in the long run. She further explained how important it is as a brand to cater to the customers with exactly the kind of product they are looking for. She also mentioned how the customers require an emotional connection with the products and how important it is as a marketer to know the art of storytelling. She emphasized that for a marketer to succeed it is mandatory to understand the way a customer thinks.

The session focused on how advertisements impact our social life. It was also discussed as to how a simple thing like packaging can influence a customer’s choice. The session highlighted the significance of identifying the target customers and knowing their requirements. The crucial role of the right time and place for marketing and distribution was also explained during the webinar. Overall the event was a success and even included a Q&A session.

Highlights from the Q&A session:

What was the strategy adopted by Himalaya to convince the distributors and retailers to keep their products?

They would go to the retailers and distributors to train them. In the training session, they informed them about the benefits of their products. They explained why distributors and retailers should keep the products and how their products are different from others. Trust factor played an important role because of the known brand. Good margins were offered to the retailers, and several contests were also organized.

Does every product in each product line need to be advertised?

You cannot advertise everything. Every category or product line has a ‘hero product' which generates maximum profits for the company. The hero product is advertised from the profit generated. For example, the cocoa butter lotion of Himalaya is the hero product that gives the most profit to the company.

The men’s product industry is ruled by Nivea and Himalaya, and Himalaya expanded the facewash product for men. How is the competition in that segment because it is a women-oriented market?

Himalaya is struggling in the facewash segment. Merely changing the packaging is not enough; the product must be different because men's skin is quite different from women's.

Why is Himalaya not coming in sachets?

It requires a different type of machinery for the manufacturing of sachets. Himalaya is a small company and requires huge investments. They, however, came up with small tubes and bottles with a capacity of 10 grams.

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