Viral Oza

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

12

4 Comments

Exciting Update For Advertisers! The government's decision to ease the mandate on self-declaration for advertisements brings much needed clarity and relief to the industry. No more confusion or uncertainty! It’s important to note that the SDC applies only to Ads related to health and food products. With this move, advertisers can focus more on strategy and creativity without worrying about cumbersome compliance issues. Kudos to the government for listening to our concerns and taking steps to simplify the process. #Advertising #BrandManagement #Marketing #GovernmentMandate #RegulatoryRelief #ClarityInAdvertising

10

2 Comments

Fantastic insight & playbook for marketers for shopper planning ( courtesy Moj & Share Chat ) Excerpts ... Celebration Mode On: India’s Festive Shopping Craze 68% shops eagerly for or during festivals, with those aged 18 - 34 years leading the surge in festive shopping. Around 34% of shoppers are open to exploring new brands, making it crucial for brands to invest in brand-building and driving consideration. Nearly 89% of India proactively plans its festive purchases, with 49% planning their purchase right up to the last week . Short Form Videos: India’s Go-To for Entertainment and Shopping Recommendations 81% of India watches short form videos daily, with 49% watching them for more than 30 minutes and 29% more than 60 minutes. 64% of India actively engages by liking, commenting, sharing, or joining challenges. For nearly half of India (47%), short form videos influence purchase decisions. There’s a clear link between short form video viewing time and purchase decisions - 59% of those watching short form videos over 60 minutes act on their recommendations. Regional Languages: The Key to Building Trust Regional Creators: Bridge Between Brands and Consumers 45% of India makes purchases based on videos from creators in their native language, especially in Tier 3 cities. 70% of creators create more content around and during festivals, with 79% of them garnering an increase in user interaction on creator-led content. 79% of the creators collaborate with brands, and 77% are able to successfully achieve the set brand objectives. Around 86% of India prefers content in their regional languages. 84% of India finds content in regional languages more relatable and trustworthy.

2

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

10

The power of emotional and psychological triggers in successful advertising Read more at: https://lnkd.in/g2vHVqdc

69

7 Comments

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

13

Superb insights Rutu Mody-Kamdar, PhD Read more at: https://lnkd.in/gSYaFriB Key takeouts .... Gen Z: Born Into Abundance and Expecting More Children: A World Where Every Wish Feels Within Reach A Collective Shift: From Scarcity to Conscious Abundance

1

This was one fab discussion! With many marketers around on the ET BrandEquity panel, a theme emerged: create meaningful nudges, not ads. Traditional ads can feel pushy and are increasingly being ignored. Many of us have seen a considerable drop in CTRs and conversion rates of our typical demand gen campaigns. This makes focusing on sending thoughtful, personalized messages that really connect with people super important. A timely message offering helpful advice or a special deal based on what someone likes can feel like a friendly nudge, not a hard sell. It shows that we understand and care about our customers’ needs. A paradigm shift like this can lead to better engagement, happier customers, and stronger relationships. A genuine conversation will convert and retain our audience better than anything else. #Marketing #CustomerEngagement

18

How can a General Merchandise (GM) Brand Thrive in India’s Fast-Evolving Q-Com Space? Quick commerce (Q-Com) is reshaping how consumers shop, and for a category like stationery, the stakes are even higher to win in this fast-paced space. Here’s the playbook that’s helped us achieve triple-digit growth month-on-month, consistently outperforming the category average: 1️⃣ Curate a Sharp, Relevant Portfolio : Dark stores thrive on portfolio depth, not width. Prioritize best-selling, high-rotation SKUs tailored to your target consumer. Don’t forget: in India, regional preferences also matter! A quarterly review to trim underperforming products and test new potential winners is non-negotiable. 2️⃣ Master On-Time, In-Full Availability (at every Dark store level): No stock, no sales—it’s that simple. High fill rates and impeccable OTIF delivery are the most important hygiene factors, which would maximise availability across dark stores. Forecasting must be robust and should factor in all possible growth levers, from organic trends, seasonal spikes, distribution expansion & marketing activations. 3️⃣ Perfect the Digital Shelf (especially the 1st image): Retail-ready content is essential for driving conversions. A killer first image or hero image is essential to capture attention in Q-Com. You may also need to invest in packaging that stands out on the virtual shelf—it’s the hook that drives clicks. 4️⃣ Own the Bottom-of-Funnel Game: In Q-Com, purchase behaviour is primarily search-led especially for GM category. Leverage performance marketing tools (Add-to-Cart Shelf, Brand Shelf/Showcase, Reco Ads & Cart Injection Ads) to capitalize on intent-driven consumer behavior & drive POS. Precision targeting options by geography, time, and cohort are now available on most platforms. 5️⃣ Drive Up AOV with Bundles: Bundling is a simple yet effective tactic for boosting average order values (AOV). Smart bundles (same SKU or different SKUs) cater to consumer convenience and unlock additional sales effortlessly. 6️⃣ Win Event-Led Occasions: Diwali, Christmas, or Mother’s Day—Q-Com platforms shift gears with event-specific wireframes. Ensure your products are tagged in the relevant micro-stores. You may offer event-relevant SKUs as well to grab attention and drive traffic to your PDPs. These strategies have been our backbone for thriving in the Q-Com space. Have I missed any winning tactic? Drop your insights in the comments—I’d love to learn from you! #QCommerce #QCom #FMCG #GrowthHacking #DigitalTransformation #RetailTrends2024

30

6 Comments

3 major marketing lessons I learnt while interacting with Pratik Shetty 1) Unconventional routes to reach out to the audience who aren't accessible through ads but is an important consumer cohort for your business 2) Efficient use of AI to create content to reach your audience faster, better and cheaper 3) Barbie approach to create equity around BBD Sale There is a quick tip in-store for upcoming marketers that you shouldn't miss out! Tune in to listen to the #1 marketing podcast; its 100K+ Views already https://lnkd.in/gaUdJ79B

21

1 Comment

Hey Thanks Rohan P. ! The book has emerged out of conversations with entrepreneurs such as yours. As I felt that for the current start-up generation, a self help book for Marketing was the need of help hour. The Practical Marketer: Your Ultimate Guide to Consumer Product Marketing is now available on Amazon at https://amzn.in/d/2AbyQ4L #thepracticalmarketer #brands #marketing #management #startups

17

When you are creating a data centric culture in a company, you need to break down silos and drive collaboration. This is the key to data democratisation. Good insights Shivaji Choudhary.

13

1 Comment

As I started advertising on Amazon ads for www.theindusroots.com, I realised that one of the most underrated reports available is the placement report. Here is what I have learnt in last 6 months. Typically, you will get better results from - 1. Top of Search - If you are into a new category like ours, where most customers are first time users. 2. Product Pages - If you are better than your target ASINs in at least 1 of the key features, it might be more reviews, better pricing or more relatable solution. 3. Rest of Search - If you are a new brand in a category with very high competition and high CPC. While it may not seem like the best choice, it might mean the best ROAS. Let me know if you agree or disagree!

29

Interesting article by The Economic Times with data published by NielsenIQ, which highlights few important shift, indian society is going through 1. The social structure is fast changing in #smalltowns leading to high #urbanization 2. The movement towards #neclearfamily structure from joint family. 3. The higher penetration of #consumerfinance and it's easy availability 4. The growth of #infrastructure like roads and #digitalservices ( DTH / mobile / social media) reaching to the towns in larger way. All the above factor is driving growth and making #smalltowns more and more attractive. For #smallertowns the growth of laptop 35% of total sales as compared to 30% in 2019. Similarly washing machine to 51% from 46% in 2019. This possibility has increased due to availability and infrastructure going up fast in these markets. In future these #smalltowns will be a major consumption hub for India. Any comments or thoughts on this is welcome. https://lnkd.in/dzFWCygZ

28

9 Comments

Flamcast is live with its first episode with Pratik Shetty #1 Marketing podcast for everyone

8

2 Comments

"Brands Chase Gen Zs, India's Most Influential Shoppers" Gen Z, India's 377 million-strong cohort, is driving 43% of total consumer spending, specially once they enter the workforce, making them a price target for brands. They prioritize trends, affordability, and durability over traditional brand loyalty. This shift is forcing brands to adapt quickly, focusing on personalization and digital-first strategies. But here's a challenge: India lacks the vibrant, youth-centric retail culture found in the West. Unlike the US, where iconic stores like Zumiez and Hot Topic cater specifically to Gen Z, India's retail landscape often feels generic and outdated. This presents a unique opportunity for brands to innovate and create engaging, offline experiences that resonate with Gen Z. By blending physical retail with digital elements, brands can offer a more personalized and immersive shopping journey. One innovative idea for brands is to partner with popular celebrities to create exclusive, Gen Z-focused retail stores. These "celebrity-led" stores could offer a curated selection of products, limited-edition collaborations, and immersive experiences that appeal to young consumers. By leveraging the influence and popularity of celebrities, brands can create a buzz around their stores and attract a loyal Gen Z following. This approach could help to differentiate brands from competitors and establish a strong connection with this influential demographic. What are your thoughts on how brands can better connect with Gen Z in India? #GenZ #IndianRetail #Marketing #ConsumerBehavior #CelebrityBrandPartnerships #ecom #creatorcommerce #creatoreconomy #digitalretail

24

3 Comments

Thoroughly enjoyed speaking with Anurag Goyal on his show Sip to Success. He's running a great business in packaging and interviews founders from fmcg, retail and d2c industries. In this podcast, we talk about: 1. My decade long journey in #entrepreneurship, how after 2 failed tech startups, I went #offline and I founded New Shop with Charak Almast and Mani Dev Gyawali as we saw a $40 Billion opportunity in standardising modern convenience retail in India. 2. India is an Entrepreneurship obsessed country and 83% Indians choose to become entrepreneurs as against the global average of 53%. but, 90% of them fail. We know How being a failed #entrepreneur feels like, and that's why we are on a mission to empowering and democratising business ownership in India, by having built a breakthrough #franchising model that's already empowered 100s of #franchiseowners of New Shop. 3. How New Shop's #franchise model works and how we plan to empower 10,000 successful business owners by 2030. 4. The future of franchising, estimated to become a $150B industry by 2028. 5. The future of retail industry is pegged at $2Trillion by 2032, and there will be many players in different types of #modernretail, #ecommerce, and #qcommerce solving for different consumers needs - like how it has happened in evolved consumer markets like USA, China. 6. There will be a consolidation in #traditional retailers, driven by new age consumer demands, infrastructural developments and franchise aspirations. 7. Our experience of working with #d2c brands, and how they can improve to better position for offline retail. https://lnkd.in/gXRp83XH

58

7 Comments