Consumers are speeding through social media, and brands, in order to keep up, are devising new marketing strategies, the most recent of which is experiential marketing Experiential marketing looks for a way to connect with consumers through a unique and dynamic brand experience
Companies come up with unique strategies to make consumers feel a deep emotional connection with their brands. Companies go above and beyond to meet the needs of their customers in order to earn a special place in their minds and hearts.
Read on to "Marketing Memories" to know more about experiential marketing and how our beloved brands have made use of the strategy to their advantage.
You have not failed to surprise us with your brilliant articles. A hearty congratulations to the folks who managed to be the winner and runner up of November's edition of the call for articles.
1 2
The inspiring pieces of work can be discovered in the "Featured Articles" section. We were overwhelmed with the response, and we wish the same for the future as we believe you would respond with the same gusto portrayed in the past
Winner Aayush Harlalka, K J Somaiya Institute of Management Runner up Eklavya Goyal, IIM Rohtak"The key ingredient to a better content experience is relevance."
BlissClub just founded in 2020, was created by Indian women for Indian women of all shapes and sizes.
We experience everything we see, smell, taste, hear, and touch We experience our emotions and our memories. Explore such experience heavy brands
Whether it was making a luxury a point of commonality or making kids drink milk with their biscuits, this ‘G for Genious’ brand has stood tall like a pillar.
The new Tanishq ad does not disappoint as it pleasingly portrays beautiful women and their wholesome journeys
Like a painting begins with a single stroke and a journey with the first step, American Express took a small step towards welfare.
Nestle's ready to drink cold coffee campaign is caffeinated with the enthusiasm of youth. The brand marketed the product with activists from various fields
Cricket being a religion in our country rather than a sport, we pay tribute to one of our current idols of international cricket, Surya Kumar Yadav
Mismatched is a coming of age drama about two young adults. Check out the chemistry between Prajakta Koli and Rohit Saraf ‘taaki tumhare bhi dil ki ghanti baje’.
Sushant Bansal, a lead Business analyst with a decade of experience shares his insights into product management and Metaverse.
It's time to check your Bollywood general knowledge How much do you keep up on your daily celebrity gossip if you cannot finish this fun crossword?
An all female owned and led fitness brand that celebrates women of all shapes and sizes, BlissClub is one of a kind in the Indian fitness apparel market. Not only does the brand provide a plethora of different colors but also the most essential aspect, functionality! BlissClub curates a wide range of athletic and athleisure leggings, shorts, sports bras, and tank tops ranging from XS TO 4XL
Their leggings are versatile enough for you to pair them with a shirt or blazer for a formal look, a baggy t shirt for a cozy look, or a sports bra for a gym ready outfit All their products are made from a 'Windflo' fabric, consisting of a spandex nylon blend.
This makes their clothes extremely breathable, soft, and lightweight. Not just that, BlissClub has gained a unique position in the market by offering two options for the length of the leggings based on your height 'Regular' for individuals up to 5'4" and 'Tall' for individuals of 5'5" and above BlissClub is a direct to consumer women's activewear brand based in Bangalore. In an article with The Economic Times, Founder and CEO, Minu Margeret said that the company generates Rs. 5 Crores in monthly revenue
With activewear becoming one of the fastest growing apparel categories, Margeret further concluded that the company will invest in its technology.
and Research & Development to gain more market share. The brand stands firmly with the statement of "marrying the functionality of performance and comfort " Their products are available on their website portal as well as on leading online shopping platforms: Amazon, Myntra, and Tata Cliq.
The brand focuses heavily on 'Influencer Marketing.' BlissClub has amassed 174k followers on Instagram as of November 2022 and has been featured by multiple fashion influencers. Talking about relatability, the main issue with mainstream fitness brands is that they majorly cater to only a specific shape and size of woman Most of them are slim, lean and a size small
What sets the brand apart from the crowd is that it understands that each body is different, and tries to cater to each woman's body, irrespective of her size BlissClub displays a range of models on their website for the ease of the customers to have an idea of how the product might look on them along with highlighting the importance of 'inclusivity' in the fitness industry
The brand is breaking shackles by steering off the mainstream 'athletic look' of fitness brands and displaying more women with 'rolls' and 'curves,' bringing about a very refreshing change to mainstream media
Remember the first time you went on a Ferris wheel? The first time you held hands with your crush? The first time you tried sour candy? These feelings are difficult to shake The impact of experiences always stay longer and that is what brands use to leave an impression on their consumer's mind
Experiential Marketing is a way for brands to connect with their consumers through interactive experiences It gives brands a medium to involve their consumers in the process of introducing it to them
Experiential Marketing creates space for a two way marketing where consumers are not just viewers of your advertisement strategy, instead they are themselves a part of it.
With experiential marketing, you can spark a conversation between your brand and your consumer. It makes an emotional connection.
Wrigley’s and Cracker Jack were the first two companies that created experiential marketing in the early 20th century William Wrigley, Jr himself handed out pieces of Juicy Fruit to attendees in hopes to drive sales
Experiential marketing has come a long way over the past 125 years but human contact is the heart of experiential marketing. Effective human contact is the road to effective experiential marketing Let's take a look at the brands that were able to make the best of it.
Coca Cola is one brand that truly seeks to realize the potential of experiential marketing Among its many campaigns strung around experiential marketing, there was one that played right into our hearts
Back in 2013 when Coke decided to take it upon itself to erase the barriers of hate and the perceived image of animosity between India and Pakistan. It came out with this powerful campaign in Delhi, India, and Lahore, Pakistan to unite the two nations with a unique campaign
Under the umbrella of its highly successful "happiness" campaign, Coke installed "small world" vending machines in the two cities. It built its campaign to remind people of the similarities they share despite the decades of political tension
Consumers had to join hands through the vending machine and complete a small task with their friend on the other side of the border.
They had to trace positive symbols like a peace sign, a heart and a smiley and dance together to share a free can of coke. Coke used 3D touchscreen machinery to project a streaming video feed onto the vending machine screen in two shopping malls in New Delhi and Lahore They recorded the exchange consecutively.
Coke did not force people to buy the product Instead, it made people believe that a can of coke can bring happiness and shared comradeship in the most hopeless of situations and blur boundaries to create unforgettable memories
Sometimes experiential marketing involves tapping on activities that consumers enjoy so brands work around making this activity analogous with their brand This builds visibility for the brand
This was harnessed by Netflix France when it partnered up with Snapchat for #NetflixSwap. Snapchat's "face swapping" feature that had already gained popularity allowed people to swap their faces with someone they were sitting next to. Netflix capitalized on this by putting specially designed posters around France featuring conic characters from their most popular Netflix Original TV shows like Orange is the New Black, Daredevil and Unbreakable Kimmy Schmidt.
The campaign was targeted towards millennials and the posters were placed in strategic locations like schools and shopping centers.
To get the face swap to work, participants simply had to stand next to the character on the poster and take a selfie using the Snapchat app The campaign quickly gained momentum. Netflix encouraged people to share their selfies and what was "fun for the consumers" became a huge success for the company.
Experiential marketing can range from intimate events to celebrity or influencer partnerships & sometimes these partnerships give rise to successful campaigns. One such partnership was
seen when select Ola Select customers were chauffeured by none other than India's first Formula 1 driver, Narain Karthikeyan While Narain Karthikeyan would surprise customers by driving them around, super model Milind Soman was prepared to share his fitness secrets with customers during the ride. That wasn't it, they also had stand up comedian Abhish Mathew who would keep the customers entertained throughout their ride
Ola came out with a video titled 'Prime Time with Narain Karthikeyan' which shows Karthikeyan driving two oblivious passengers while Abhish Mathew jokes around with them. The video went on to capture the surprised reactions of the passengers when they realize the identity of their driver This gave Ola prime passengers an experience they won't forget and helped and made the brand's launch memorable
Experiential marketing is bound to leave an impact and if done right, it resonates with the consumers and becomes a brand they've "heard of" to a brand "they know"
An interactive campaign has more stickiness and is easy to recall for the consumers In the present and foreseeable future, consumers look for brands that they can relate to, it's not just about the product, it's also about what the product conveys.
Experiential marketing gives brands an identity that consumers can perceive and a language that consumers can communicate with It builds a relationship between a brand and a consumer unlike any other Experiential marketing breathes life into a brand and consumers love it!
Loved by children, adored by all
Prathamesh JajuParle has been the choice of biscuits for generations in India and has evolved while doing so, so let's take a look at how the journey has been for the brand Parle was well positioned for middle class and lower income families since, for many Indians, biscuits were a treat rather than a need. Up to the 1980s, the initial Parle product was referred to as Parle Gluco Their pre independence campaign strategies were straightforward but highly effective in their attempt to connect with a clientele from all spheres of society. Following India's independence, the company concentrated on marketing the Indian essence while setting itself apart from British goods to serve the market. A visual representation of this was used in their artwork, which included a woman wearing a sari grazing cows in a field, symbolizing the freshness of milk and other products they used
As time went on, the business changed the name of the Parle Gluco product to Parle G and began to run advertisements in newspapers and on the radio for it In 1982, it produced the first TV ad that featured children and their grandfathers and achieved great brand recognition across all age ranges Additionally, the company created its own mascot, featuring a chubby girl on white and yellow packaging, which became a crucial component of Parle brand G's communications.
From the year 1998, it increased focus on TV advertising through Doordarshan and used “Shaktiman” the famous Indian character popular with kids for its brand They even dropped the campaign ‘Tasty and healthy snack filled with energy’ to position themselves with the rural market In 2001 they replaced their wax wrapper packaging with a glossy plastic one
With changing times Parle used ‘G mane Genius’ to promote itself Parents were encouraging their kids to participate in extracurricular activities and to pursue various interests In 2004, Parle G released "G mane Genius" in an effort to capitalize on this mood
Later 2014's "Wahi Pehli wali baat" was an attempt to experiment and evoke nostalgia No other brand had previously attempted to create an eight part campaign series of 5 second TV commercials, according to Parle G It brought attention to how, despite changes, Parle G remains constant and at your side
In 2018, Parle G slightly changed the communication from "Kal Ke Genius" to "Genius Badal Raha Hai," retaining the core idea of "Genius" at the forefront. recognizing the rapidly evolving technologies occurring in the digital spectrum. The same year, as an IPL associate sponsor, Parle G took advantage of the competition to introduce the campaign "Who is your Parle G?" It was centered on nostalgia It made a comparison between Parle G and the intense but understated emotion one
experiences when one gets sentimental and thinks back on things one normally takes for granted In the modern social media era, Parle has also made a point to interact with its audience on various social media sites like Instagram and Twitter and has an attractive campaign built around various themes on these platforms These commercials typically draw inspiration from holidays, special occasions, or people's regular lives
They share content that each of us can connect to in some manner, which makes their social media accounts appealing and has assisted Parle in amassing over 46.2k Twitter followers and 69 2k Instagram followers. One of the most adored brands that connect with Indians on a personal level and serve a variety of age groups through generations is Parle.
-
Maheshwari MishraZoya, a brand of exquisite diamond jewelry has come up with a new ad campaign which is the definition of meaningful marketing Zoya is being lauded for its latest advertisement in which the brand portrays the various roles that a woman plays of being a nurturer, caregiver to her family, a boss woman and a go getter. A Zoya woman is a woman who is comfortable in her own skin, she is unbound by any societal expectations and by being her unapologetic self, she conquers the world.
The ad has been created after diligent qualitative research in association with Centre of Gravity, a leading brand consulting firm. The aim behind this collaboration was to display the women in their glory and to depict their journeys as magnificently as they have been This approach of advertising is both creative and impactful and has been a driving force behind the Jewelry line's great success among its target customers. The brand has been able to get the word of mouth going for itself and translate it in good footfalls and revenues
Beyond Zoya’s new ad film portrays men as a force of nature. Beginning h the Indus River the video takes us ough the Zoya woman ’ s journey of life. ving as an inspiration for its timeless ssics, the video portrays her tinuous, larger than life journey that vels through her roots and portrays w she goes about dealing with conflicts, appointments, success to be finally meated with calm contentedness In a utiful expression of raising a toast to inspiration as she celebrates herself, plot dives into every aspect of Zoya’s nd world, from its masterpieces and its utiques to the service, communication d customer experiences It is true rytelling through which the brand provides its audience with a glimpse of the ideas that inspired its conception
The strength of this tata's jewelry brand has been exquisite craftsmanship and its designs. The kind of inspiration from which these designs have been drawn are phenomenal Take for example, sunlight falling on the dewy leaves of early morning or the sacred fire around which the bride and groom take their vows, the ideation process for Zoya designs has been like no other
The collection includes designs for every season, heritage, art and culture and cities The designers who have been hired to work on the designs come with global exposure They have been associated with names like Van Cleef and have served global royalties. Zoya jewelry has been able to inculcate Indian and global designs and come up with a collection that resonates with the modern Indian women. Owning to this the brand has been seeing huge profits in the current times, taking its turnover tally to 140 crores
Since Zoya is the luxury brand of Tanishq Jewelry and hence it is different in the way it presents itself Apart from designs, the focus at Zoya outlets is also on creating a customer experience Catering to the needs of the ever evolving market scenario, Zoya has been focusing on creating an online process. The brand is one of the quickest to respond to queries. Moreover, the design of the page also propagates the idea of Zoya being a luxury brand A lot of emphasis is paid to user interface on the website too says C K Venkatraman CEO, Jewelry Division Titan
India is the second biggest market for gold jewelry in the world, the demand for which is only going to surge in the years to come, jumping by 39% in 2026 as the number of individuals with wealth more than 1 million dollars is forecasted to surge by 77% Zoya is looking forward to making good use of this opportunity by expanding internationally, something which the brand has started to work on by foraying the parent brand Tanishq in the Middle East and United States The Tatas are looking to systematically launch Zoya overseas as the brand has been developed to resonate with both Indigenous and global population The future for Zoya looks bright vis à vis the brands plan to create a global brand with an Indian soul.
Shop Small is an initiative undertaken by American Express back in 2010, popularized as Shop Small Saturday, on the first weekend after Thanksgiving, after recognizing the implications of a looming recession in the US on local businesses across the nation.
The idea was to encourage citizens to go local for their holiday shopping by incentivizing them with varied offers on AmEx credit cards and making people aware of how a single purchase immensely helps small business owners sustain their livelihood in an environment of uncertainty. The movement soon picked up the pace and, went on to be recognized as a nationwide holiday
AmEx continued to invest in the campaign over the years, making it larger and larger in scale until 2020, when the pandemic hit and the organization realized it needed to extend itself beyond a single day initiative to provide security to businesses suffering in light of the increasing market slack, as a result of which Shop Small was born.
Over 200 billion were invested for the purpose to make it a year round movement that not only preached about the cause but marketed it to effect through clever strategizing, such as launching AmEx Maps that are equipped to provide shoppers with locations of their local cafes, boutiques and businesses covered under the initiative
Beyond that, businesses wherever possible were on boarded in the digital space to increase consumer convenience And as expected, the relative chances of the shops being discovered through online searches made by the millennial generation were high A comprehensive reward program was also established that acted as an incentive and as an effective CRM call to the dedicated customer base of American Express that supported the cause in whichever manner possible Recently, the corporation further extended its efforts by partnering with global platform TikTok to launch the Shop Small accelerator, a digital media based campaign that allows local businesses to earn through TikTok advertising It will also help them open up to the creator economy, enabling the two way relationship that makes it possible for them to reach to a wider and younger audience
Speaking of the Indian contribution to the wider movement, American Express reached nearly 50,000 small businesses across major metro cities through the targeting activities undertaken What stood out here was a one step ahead initiative titled "All for Small" that features updated marketing tools, market knowledge, and a word from industry veterans, along with customized advice at a subsidized charge to boost the scope of the marketing umbrella of local merchants They were also provided with necessary Social Distancing point of purchase display kits to assist them in keeping up with hygiene and ensure customer satisfaction.
Celebrating the efforts and enthusiasm of the youth was at the center of the campaign which was run by Nescafe India. “THODA AUR MACHA” was a token of gratitude to all the young activists who were making a positive impact on society. The new campaign was launched to position its ready to drink (RTD) cold coffee The newly launched campaign gained love throughout the country and received applause from all social media platforms The launch was conducted in three stages with three films featuring three activists who had worked in various fields like animal protection and beach cleanup All 3 activists showed enough courage to change the world by their acts.
Zabi Khan
Founder: A Place to Bark Fights for animal protection rights and takes care of stray animals. He has already saved more than 500 animals and healed nearly 3000 animals. Padma Shree awardee in 2018 Rayna Singh Teaches Taekwondo to underprivileged girls and wants every girl to have a black belt and be self sufficient in terms of safety She was able to instill confidence, boldness, and hope in the minds of small children through Taekwondo
Malhar Kalambe
Founder: Beach Please . He plans to clear the waste from the beaches and make our water bodies free from trash
Nestle celebrated this campaign and gave these activists enough recognition which they deserve
All three youths showed grit and determination to work towards the betterment of society and were a part of a huge change that was celebrated by Nestle India These heroes received their due recognition and the upliftment they needed from society. Nestle India was thus successful in highlighting such heroes and bringing their stories in front of the world. The campaign was launched on television ads, Instagram ads, Facebook ads, YouTube ads, and also on OTT platforms like Sony Liv, and within a few days of the launch, it was trending and flooded with likes, ensuring the success of the campaign The youth showed great enthusiasm for the campaign
The tagline for the campaign, "THODA AUR MACHA," was a Gen Z statement and was positioned in a way to encourage today’s youth to do a little more than normal. The campaign was also run on Television but gained more popularity on social media Such young activists with a doer’s attitude inspired many youths, and new such organizations were promoted along with cold coffee promotions. While RTD is one of the fastest growing categories in beverages, with a CAGR of 3.3% for 2022 2027, Nestle was successful in winning the hearts of Indians, as was evident from the increasing sales of cold coffee. Nestle India has plans of launching many such inspiring stories under the same campaign, owing to its success and popularity
Surya Kumar Yadav is the new Mr 360 of Indian cricket. On the form, he is currently the best T20 batsman and is ranked number 1 in the ICC rankings with a batting average of 40.29. It has been a remarkable and dramatic ride for Surya Kumar Yadav from an ordinary person to the heartbeat of millions of cricket fans, but his life and lifestyle were not the same many moons ago. Surya popularly referred to as ‘sky’ was born in a middle class family in Mumbai. He showed interest in the game of cricket since childhood and used to play on the streets When his father saw his interest and development in the game he listed him in the cricket camp in the BARC colony.
He got a chance to play for Mumbai for Elf Vengasarkar Cricket Academy in the under 18 age bracket. Yadav graduated from Pillai College of Arts, Commerce, and Science. Sky who considers himself an ardent cricket fan used to spend most of his time playing cricket His favorite cricketer list includes Sachin Tendulkar, Gautam Gambhir, Rahul Dravid, Zaheer Khan, and Wasim Akram. His Favorite cricket ground is Eden Gardens situated in Kolkata. Surya started his career with his debut in the Ranji trophy in 2010 2011 against Delhi He scored a half century and played well against the opposition which led to him getting a fixed spot in playing 11 In October 2020, he got labeled in India’s C squad for the Deodhar trophy.
It's your life, make it large
In his first series against England, Surya Kumar Yadav showed his class In the second match of the series in February, Surya Kumar Yadav made 57 runs off 31 balls with six fours and three sixes His 28 ball fifty, studded with great strokes, made him a moment hit with the cricket fans..
His first IPL contract came with Mumbai Indians. However, he was dismissed from the season just after one match This did not demotivate him and he went on to play Ranji trophy. Later in the year 2014, he contracted with Kolkata Knight Riders and scored 46 runs from 20 balls with five sixes and a four in Eden gardens. These innings helped the franchise gain trust in him It resulted in him being the permanent member of the playing 11 squad and being promoted to vice captain of the team KKR
Post his performance for Kolkata Knight Riders, Mumbai Indians bought him for three and a half crores giving him a hike
In the recent 2022 T20 world cup, he was one of the most consistent and highest scoring batsmen for team India
Post his success, his Instagram followers have gone up by 300% and is among the top 10 active Indian cricketers on the platform.
Sky has reported his increase in his endorsement fees three times after his world cup stint and has signed multiple brand deals with brands such as Urban Gabru, Boult Audio, etc.
He currently has 10 brands under his kitty and is looking to close up to 20 brand deals by the end of the year. He is truly living up to the expectation of the brand royal stag “it’s your life make it large
Mismatched is a story of an unexpected couple who deals with the lives of youngsters, especially millennials and Gen Z, juggling multiple things at the same time Handling love and career together is a task; one might get both things at different times in life. This web series has beautifully shown the multiple mood swings of youngsters, as Dimple, Rishi and their peers struggle to navigate the new found complexities of their lives. Rishi, a cute die hard romantic, fell in love with Dimple, a career oriented, tech wizard and a gamer. They were set to meet each other by their parents, however, destiny had other plans for them
As they experienced the challenges of growing up and being away from home, they came to learn from and lean on each other, which resulted in both finding solaces in each other’s presence. The diverse cast of characters in “Mismatched” both intrigued and charmed its viewers Through the various characters, the series explored important issues such as ableism, self acceptance and sexism Directors Akarsh Khurana and Nipun Dharmadhikari added a few different movie flavors for the sake of originality and served the classic cliché riddled show that is ‘Mismatched’
The regal, open spaces along with grand Havelis reminded the viewers of many cliched romantic rom com App development course at vintage locations was no less than a treat for the viewers
Some dialogues and scenes simply won the hearts of many One of those was a confrontational scene between besties Namrata and Rishi, where Namrata told him that she could have made so many friends in life but chose not to as she thought he was enough. The sheer intensity of that moment must have pierced hard through your heart. However, this sweet banal story was a delight to watch, bringing smiles to its audiences’ faces.
After the successful hit of season 1 and an emotional buzz creating ending, the makers of this web series were set to launch another season The unexpected events of the final episode left viewers asking for more. After the release of the trailer of season 2, the audience was super pumped up to watch more complicated emotions of newbies, wrapped up in the cover of body shaming, bullying, self acceptance, love, and trust.
At par with season 1, the aesthetics of location played a huge role in the entire buildup and portrayal of the love story. Apart from Chopasni Senior Secondary School, Mismatched Season 2 locales include Vijayrun Palace in Jaipur Rishi’s cute family scenes were shot here. The cast shot the entire Shaadi sequences and foot tapping the Pipni song at Alsisar Haveli in Jaipur.
To create buzz, Netflix released one episode of Mismatched Season 2 for streaming on YouTube for free Soon, the video of its popular romantic song ‘Kho Gaye’ by Taruk Raina was out and fans went gaga over it
Taruk Raina who plays the character of Anmol Malhotra, Dimple's rival, in 'Mismatched' has given his mesmerizing voice to the song 'Kho Gaye' audio is already available on various music streaming apps and is loved by the audiences Another love song sung by Rekha Bhardwaj and Anurag Saikia ‘Aise Kyu’ won the heart of the masses. Trending Instagram reels on these songs gained huge traction
The warm note from Rohit Saraf for his audiences before the release of Season 2 had captured the emotional side of the masses at an undefinable level
How are software tools like Salesforce CRM, SAP, and SAGE making it easy for strategists in the marketing world?
They are making our lives a lot easier An organization has a lot of departments and each department interacts with customers at different levels Tools like these help to keep data in one place and using automation and machine learning, we can easily cross sell and up sell information
We get a lot of insights and personalized interpretations of the data and manual efforts are saved Also, the end customer feels safer and more engaged; so in that space, these tools are really changing the entire landscape
What are your views on the rise of AI and Metaverse in the field of marketing?
When we talk about marketing, there is a huge scope for Virtual Reality and Augmented Reality especially as we talk about the metaverse We can get a lot of visibility from the people without them leaving their physical space So there are a lot of open markets to play with for the many companies that are working on this and creating their spaces virtually AI and metaverse also give a more enhanced field to the prospect that this is how a product will look or feel in a particular environment. Because of this, it has a lot of scope in marketing because you reach out to the people without physically meeting them
What advice would you give to the younger generation as upcoming managers?
The advice would be to keep yourself updated You might not be open to the new trends across all industries like retail, crypto, etc. but if you are interested in certain subjects you should go after them, read more about them, read more about the competition, understand what is the future in 5 10 years and shape your plan accordingly that this will help me down the line in five years because I can foresee something coming up and how are big players playing, how are different countries playing in that domain
Across: 4 Which malt based drink did Hrithik Roshan's character drink in Koi Mil Gaya
6. The kids and maternity wear brand owned by Alia Bhaat
7 Name of the Virat Kohli Restaurant in Juhu
8. Athletic and leisure clothing brand by Hrithik Roshan
9 First name of the actor who launched "The House of Pataudi"
Down:
1 Which Makeup Brand owned by a renowned Bollywood actress was featured on the October 2022 edition of The Marksman?
2. Name of Priyanka Chopra's Hair Care Brand
3. Which Bollywood Actor has recently made an investment in sugar Cosmetics?
5 First Name of a Bollywood actress who recently launched the 82°E Skincare Brand
akipeeD
For many businesses, sustainability has become a requirement rather than a choice. To maintain a competitive advantage in business, new strategies are required; thus, social and environmental issues are high on companies’ strategic agenda
Companies have adopted green marketing as one of their practices to gain a competitive advantage, increase company goodwill, and comply with government regulations. But what is green marketing?
Also known as "environmental marketing," it is the marketing of a company ’ s products, services, and initiatives in an environmentally friendly manner. This may include producing eco friendly products, using packaging made from recycled material, investing in renewable energy sources in the production process, or undertaking activities to offset your carbon emissions
Although the initial cost is high, it saves a lot of money in the long run, and employees also feel that they are working for an environmentally responsible company that saves the planet as well
Many big companies like Starbucks, Apple, and Google are going green Starbucks aims to reduce its carbon footprint by 50% by 2030 and uses solar energy in many of its stores to cut down on the use of electricity. They are also working towards promoting reusable cups in their store to reduce the waste they create They are also known to use recycled coffee grounds in the making of their coffee tables
Apple’s headquarters in California is 100% powered by solar panels, the parts used in the MacBook Pro are extremely low in carbon content, and the company has applied the same philosophy to its supply chain as well.
Is it the next big thing?
Green marketing is done not only in the production of products but in how they are disposed of as well Patagonia (a clothing brand) practices this by taking in the used clothes of customers and refurbishing them and reselling them.
With green marketing having numerous benefits, there are a few disadvantages as well. Many companies indulge in "greenwashing," which is the practice of making a product that is not sustainable look greener by putting all the focus on the little details, like claiming their packaging is 100% recyclable but the production process is polluting.
Depending on the industry, companies have to go through a lengthy and costly process to commercialize their products as "green" and gain the necessary certifications
Given the global challenge of climate change, consumers too have become vigilant and conscious about the products and services that they are using and prefer greener products since it makes them feel that they are helping the environment and having a positive impact on it
Companies main focus is the business to consumer (B2C) market; they have included green products in their product range as an alternative to non green products to capture untapped consumers Companies not selling green products doesn’t mean they cannot make a difference; they can take part in green initiatives, start recycling, and set up a waste management system to stand out.
Hence, we can say that green marketing is an essential strategy to be adopted by companies for sustainable growth and is indeed the future of marketing.
Marketing has been evolving ever since its creation, and with the emergence of new technology, it has to continuously change to stay ahead of the game The newest technology that is set to change marketing is the Internet of Things, more commonly known as IoT. IoT is the connection of physical devices to the internet to allow for two way data transfer This means that devices can communicate with each other and with humans. While this technology is still in its early stages, it is projected to have a major impact on marketing. There are a few key ways in which IoT will change marketing
IoT devices will allow for much more personalized marketing. For example, a fitness tracker could collect data about the wearer ’ s activity levels and sleep patterns and then use this information to send targeted ads for healthy food or workout gear.
IoT will allow for more personalized customer service For example, if a customer is having trouble using a product, a company could use IoT to remotely access their device and troubleshoot the issue Or, if a customer is visiting a store, a sales associate could use IoT to pull up their customer profile and offer them personalized recommendations.
IoT devices will make it possible to collect data about customer behavior in real time. This data can then be used to make immediate changes to marketing campaigns For example, if a customer abandons their shopping cart, a company could send them a targeted discount code to encourage them to complete their purchase. IoT devices will allow marketing to be more interactive and engaging For example, a retailer could use beacon technology to send special offers to customers’ phones as they walk into the store. Or, a company could use virtual reality to give potential customers a tour of their products or services
IoT devices can be used for experiential marketing This type of marketing focuses on creating a positive experience for the customer that will encourage them to buy a product or service. For example, a company could use IoT to create an interactive display in its store Or, they could use IoT to create a virtual reality experience that simulates using their product
IoT devices will make it possible to automate marketing tasks For example, a company could use IoT devices to track inventory levels and then automatically order more stock when it starts to run low.
IoT devices can be used for location based marketing. This type of marketing targets customers based on their location. For example, a company could use GPS to send special offers to customers’ phones when they are near one of their stores Or, they could use geofencing to target customers who have been to a competitor’s store
IoT devices can be used for predictive marketing. This type of marketing uses data to predict customer behavior and then target them with relevant ads or offers. For example, a company could use IoT to collect data about a customer’s purchase history and then use this data to send them targeted coupons for products they are likely to buy Or, they could use IoT to collect data about a customer’s search history and then use this data to show them relevant ads
In conclusion, the internet of things will have a profound effect on marketing. It will allow for more personalized marketing, real time data collection, interactive and engaging marketing, and more Additionally, it will make supply chain tasks more efficient and allow for predictive marketing. The internet of things is sure to change the marketing landscape in the years to come.
The Marksman provides one and all the opportunity to discover their hidden talents in the literary field through our "Call for Articles" . For the upcoming month, the articles can be sent on any of the following topics:
Cause related marketing Its impact on profitability
Usage of healthy and organic components in FMCG brands
Brand Resonance and its role in luxury consumption
Please ensure that there is no plagiarism and all the references are clearly mentioned.
Kindly follow the guidelines given below:
One article can have only one author. Your article should be approximately 550-600 words (strictly adhere to the word limit)
The article must have relevant pictures that can be used to enhance the article. Send in your articles in .doc/.docx format to marksman simsr@somaiya edu
Subject Line: Your Name Institute Name Course Year. Kindly name your file as: Your Name Topic.
The best adjudged article will be given a Winner's certificate. The First Prize Winners will be awarded Rs. 500 Cash Prize.
Deadline For Submission Of Article: 22nd December, 2022
Build something 100 people love, not something 1 million people kind of like.
C0-Founder
