Retail Chronicles July Edition

RETAIL CHRONICLES A MAGAZINE FOR ALL MARKETING ENTHUSIAST

Marketing Moment Catch the moment!

MONTHLY NEWSLETTER • VOLUME 4 • ISSUE 1 • JULY 2019

Contact: +91-8445090885 , +91-7045361866 retaillab@somaiya.edu

EVERYONE WANTS TO LIVE ON TOP OF THE MOUNTAIN BUT ALL THE HAPPINESS AND GROWTH OCCURS WHILE YOU'RE CLIMBING IT. ANDY ROONEY

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CONTENTS pg.04

pg.11

SOCIAL ENTREPRENEURSHIP

MOMENT MARKETING

What exactly is social entrepreneurship?

Catch the moment!

pg.07

pg.14

FUTURE OF BEVERAGES INDUSTRY IN INDIA

RETAIL NEWS

Say No to plastics while packing beverages!

At a glance.

REISE | PAGE 2

BY SAGAR ANAM

Today, we live in a world where every

guarantee them huge profits to their

next door has at least one startup

investments and thus making more

registered on their address; sometimes

money. But the scenario changed after

this count can even be more than one

Bill Drayton, an individual who not only

per individual, thus it is safe to assume

promoted

that if there is something around us

entrepreneurship, but also was the

apart

and

first person to introduce the concept to

concrete, we are surrounded by start-

the world, by finding Ashoka: investors

ups. These start-ups can be profit based

for public- an organization dedicated to

or non profit based organizations,

support Social Entrepreneurs around

depending on the vision and mission of

the world.

from

trees

(hopefully!?)

the

term

social

the company. Till early 2000s, most of the rich individuals or organizations used to invest in companies which can

So here is the question- what exactly is Social Entrepreneurship?

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Social Entrepreneurship is when the high net worth individuals, instead of investing for making profit, decide to invest in ideas that try to fight the problems of the under privileged people of the world, parallelly making some profit for their organization

too, thus a win-win situation for both- the company and Earth.As rightly quoted, “a good idea does not need promotions to spread like wildfire”; and thus, was the thing with Social Entrepreneurship. Once introduced by Mr. Drayton, the concept did not take time to spread and many Entrepreneurs came with their own contribution to their Social responsibilities.

Among the well versed contributors, Muhammad Yunusan Indian individual, who founded the Grameen Bank (estd. 1983), a bank to lend microfinance to the needy wrote books on his experiences on microfinance and how he realized his Social Responsibility back in 1983. He was awarded the Nobel Prize in 2006.

Among the others, are Social Entrepreneurs such as Blake Mycoskie- for donating a pair of shoes, every time you buy one; Scott Harrison- Access to safe and clean drinking water; Bunker RoyIndian Social Entrepreneur, who aimed of providing vital technical skills to people in remote villages in Asia and Africa.

The recent list of social entrepreneurs published by Forbes, included the following: • Yuja Chang and Watson Yim, who aim to providing personalized and high-tech services for the blind and low vision people • Alberto Altamirano, who is contributing towards making the 311 services (non-emergency Municipal Services) more transparent to the citizens of US and Canada •

Jack Amend, who is aimed to reduce the CO2

footprint RETAIL CHRONICLES

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"Social Entrepreneurs are not content just to give a fish or teach how to fish. They will not rest until they have revolutionized the fishing industry."

Bill Drayton

Among others were ideas regarding Modern farming technology, women empowerment, restoring the dying reefs of the world, etc.

Thus, with environmental problems rising in the world, social entrepreneurship, just like CSR (Corporate Social Responsibility) activities done by various MNCs is one small step towards a bigger change for making the world a better place for generations to come.

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July 2019

FUTURE OF BEVERAGES INDUSTRY IN INDIA by- Bharat Gupta

Indian billboards are dominated by the youth with swag guzzling colas. We need our Pepsi and Coke with pizzas and pav bhajis.

With disruption been the middle name of this era, it seems the flow is shifting towards juices including beverages like tea and coffee.

Tea, Coffee or Me? Coffee consumption is up by 6% in the last few years while tea consumption has been showing only a 3% annual growth.

Rising middle class, growing brand awareness, and the availability of international experiences at home are fueling the coffee culture in India.

Even in tea, green tea is the preferred healthy option which has anti-oxidant benefits.

India’s beverage industry at $19.5 billion, has a potential growth rate of 20-23 % year on year.

While the market was led by hot beverages; tea and coffee, other categories in the market included powdered drinks, juices, and mineral and flavoured water.

Raise a Toast to Health!

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July 2019

Fluids with new Technology

The packaged fruit juices market can be divided into three subcategories, viz. fruit drinks, juices, and nectar drinks. Fruit drinks, which have a maximum of 30% fruit content, are the highest-selling category, with a 60% share of the market With customers looking for options from the carbonated drinks, packaged juices found a market for itself. India fruit juice market is majorly driven by the factors such as rising health consciousness, as a result of which the consumers now prefer more organic beverages over carbonated drinks which are free from added sugar and artificial flavours and preservatives

The top game is changing rapidly with the juices and fruit drinks Real, Slice, Tropicana, Rooh Afza and Tang had pushed Pepsi and Coke out of the top five best-selling brands in India.

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While Juice and cold- pressed juice companies like Paper Boat, My greens, raw leaf, Fresh presser, La frux etc. saw rounds of investment and growth, anticipating the upcoming trends and tremendous growth of juice and health drinks.

A Competitive Landscape Dabur is the market leader in the Indian packaged juices market with its brands Real and Real Active. It accounts for almost 55% of the total packaged juices market, and is followed by PepsiCo with around 30% share.

The packaged juices are available in tetra-packs, tin or pet bottles; but tetra-packs availability has the largest share in market with almost 90% in packaged juices. They are available in various size packs.

Several Indian business firms have entered this emerging segment and have been a reason for actual flourishing of this packaged juice sector. Some of the organisations and the brand under which they sell juices are mentioned below.

Dabur : Real & Real Active Juices ITC: B naturals Hector Beverages: Paper boats Patanjali Ayurveda: Patanjali Juices Pepsi-co India: Tropicana Parle Agro: Frooti, Appy fizz Mother dairy; Safal

July 2019

SUPER PACK SUPER MARKET MUST SELL—MAKE OFFER So, really, what is needed is an entirely new production model that focuses instead on (a) reusable/refillable bottles, implemented through a deposit scheme; (b) biodegradable packaging, like innovative Ooho water bubbles, Wiki Pearls, and such; and (c) bottles made from materials like aluminium and glass that have much higher collection rates and greater value that makes them desirable to recyclers (d) Making use of glass, tin cans and Tetra Pak for beverages other than the regular milk sold in pouches.

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The road ahead for beverage industry seems to be full of innovation and challenges but also a strong demand to be catered.

Irony is that the alcohol industry has also seen a growth at galloping rate with socials with a glass of wine in hand as new norm!!!

Future would be veggie juices which are tasty served in kulhads!!! That would be the healthy swag statement…for the sophisticated and elite Indian.

July 2019

TODAY'S CUSTOMER JOURNEY IS A ITERATIVE, COMPLEX, PINBALL OF TOUCHPOINTS! DAVID LOUIS EDELMAN

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July 2019

MOMENT MARKETING CATCH THE MOMENT! BY- SACHIN GHOSH

Moment Marketing has shown the world, that it is not something independent of consumers, but there is a relationship between them based on interests, preferences, thoughts and decisions. It is the only marketing solution that takes into account the following factors: who needs the product, what is the motivation of the consumer, what context is surrounding (both physical and emotional) and what can be done "here and now" to give the consumer what they need at that moment. The key is to use those crucial moments to make announcements in real time in which your product becomes a necessity for the user.

Moment Marketing works with accurate data at a specific moment. This is what makes it all completely new and allowing you to deliver Digital marketing is always evolving and moment marketing is something that has come to the fore in recent years. Moment marketing emerged a few years ago as a means of connecting with viewers both online and offline. This is a fairly new practice that enables marketers to maximize brand awareness and audience engagement by jumping on new opportunities in real time. In essence, it’s the technique of piggybacking on a recent or live event and turning that into an advertising opportunity to showcase your brand and get people talking about it in the online environment.

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your message in a useful and contextualized way.

Although these Micro-Moments happen quickly, brands can plan for them and produce solutions to ensure they’re there when they need to be. This means putting yourself in your customers’ shoes and thinking about situations in which people will look for something that your brand has to offer.

Alongside moment marketing sits “emotional marketing” which is a term used to describe ad campaigns and marketing efforts which elicit a specific and powerful emotional response within the audience and targeted consumers.

July 2019

This type of approach focuses more on the long

Examples of brands using Moment marketing-

term benefits to their brands rather than the

short term benefits. This strategy caveat allows

The FIFA World Cup 2018 proved an excellent

brands to build more authentic and deeper

showcase for moment marketing. Adidas, just

connections with their audience by pulling on

being one brand to use the event to their

those heart strings.

advantage. They not only created a

Social media has become integral to our lives, as

successful video campaign, they also designed a

we engage with it throughout the day. Hence it

series of GIFs for social media – all centered

throws up perfect opportunities for brands to

around the tournament. This not only captured

engage during these multiple moments, often in

the attention of football fans with their cross-

conjunction with TV viewing.

industry selection of celebrities but they also

Here is a four-step process to achieve success in

managed to broaden their appeal beyond that.

moment marketing through social media: Among Indian brands, Amul is probably the best 1. Find

your

ideal

audience

across

multiple

channels.

example of effective moment marketing. Quick, satirical responses by the Amul girl have made it

2. Capitalize on brand affinities.

much more than just a dairy product brand.

3. Combine social media with TV.

Above shown is a ad by Amul after the

4. Monitor and adapt campaigns automatically

blockbuster film Bahubali launched its second

across channels.

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sequel.

July 2019

Zomato, the restaurant search app which is on a global expansion spree, and which really produces some amazing content for its food loving community, did not share a visual treat as always. However, it did convey NASA’s New Horizons spacecraft of its inter-planetary expansion plans.

“Hey @NASANewHorizons, let us know if you find any restaurants during the #PlutoFlyby. We'll include Pluto in our expansion plans”.

When Earth 2.0 – a planet similar to Earth has been discovered, a couple of brands got really carried away, calling it as Big Brother and Lost cousin. Housing.com, the startup with the most aggressive brand marketing campaign and fast growth track, came up with an interesting visual for our long ‘lost cousin’.

The gaffe in the latest Game of Thrones (GOT) episode has sent the online world into a tizzy, with Twitteratti having a field day, besides an endless creation of memes. At the same time, Starbucks got a massive unpaid boost, when the episode featured a coffee cup from a local cafe that starkly stood out on a medieval table on the show.

Recently in the ICC world cup during the semi-final match between india & Newzealand the match was postponed due to heavy rain. Dr. Fix it put their creative at that time catching the moment!

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July 2019

Retail News AT A GLANCE

Mukesh Ambani may use his 5,100 Jio Point stores to kick off a retail revolution Sports Direct's Mike Ashley considers bid to buy Hamleys Flipkart rejigs leadership team, appoints Sriram Venkataraman as COO November retail inflation falls to 2.3 pc.

Amazon in advance stage to buy stake in Future Retail

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July 2019

Retail Chronicles is a monthly newsletter of Retail Lab, the Retail committee of KJ Somaiya Institute of Management Studies & Research, Mumbai. Images used in Retail Chronicles are subject to copyright.

/retaillabsimsr @Retail_LAB @Retail_LAB

K J Somaiya Institute Of Management Studies & Research, Mumbai retaillab.simsr@somaiya.edu +91 8445090885 +91 7045361866