What’s the first thing that comes to our mind, when we think about Jeans? Yes, your guess is right! It’s Levi’s. The widely famous American clothing brand whose denim jeans are worn by every second person.
Levi’s includes a sub-category of four brands, Levi’s, Denizens, Signature, and Dockers. The brand is known for its remarkable quality and comfort of blue denim jeans, which holds the status of highest sold brands.
The brand has seen a lot of ups and downs but still, it remained one of the most extraordinary clothing brands across the world. Today, the hype of Levi’s is known by everyone. The brand has opted for such an advanced and ultracool marketing and pricing strategy that has been a great success. In 2021 Levi’s appointed Deepika Padukone as its global brand ambassador.
The 167-years-old blue denim jeans company, Levi’s keeps up with the track of every ongoing change that occurs in retail habits. The tagline of the company goes by “Live in Levi’s”.
You must be wondering how this company has still such a strong foothold in the market! Levi’s follows very extraordinary and advanced marketing strategies that show how people would be shopping in the future.
In order to address such remarkable marketing strategies, we have presented this article, to discuss the marketing strategies of Levi’s. Let’s get started!
When it comes to Levi’s products, they are extremely comfortable and of great quality. Through this, the company owns immense popularity in the market and has a huge customer base with loyalty.
Levi’s offers such incredible products and services that they don’t look elsewhere for purchasing. Its denim jeans are innovative, enough spacious for keeping the necessary stuff and come with double layers for durability.
The most popular Levi’s product is its blue denim jeans, however, over the past few years, other products are also gaining prominence.
Besides its fame for denim jeans, Levi’s provides a great range of products including skirts, jeans, underwear, shirts, dresses, jumpsuits, belts, accessories, and many others.
Its denim jeans are further categorized in many designs such as Taper, Skinny, Boot cut, Slim, Flare, Relaxed, Moms, and Big and tall. The most unique part is, it associates a three-digit number with its jeans.
Suppose, you find great jeans with a number 201 but in the men’s section, then you can find the exact same jeans in the women’s section with the number 200. Sounds incredible, right!
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Levi’s is entirely distinguished into three major geographical areas: Levi’s Strauss Europe, Levi’s Strauss America, and Levi’s Strauss Asia Pacific. Its Asia Pacific region includes the Middle East countries like Qatar, Oman, Kuwait, and United Arab Emirates as well.
The official headquarters of Levi’s is based in San Francisco, United States. Levi’s distribution strategy is remarkable. It manages the entire supply chain smoothly as well as the delivery through distribution channels, franchise models and advanced qualified staff.
Its products are delivered through numerous distribution channels. Alongside its holds, several factors owned retail outlets and showrooms within Levi’s franchise.
Levi’s is a very well-established brand that comes with a great policy of conserving standardly fixed prices across the globe. Its pricing for the pair of denim jeans is measured with tons of factors behind it.
These factors are the demand for products, cost of products, product’s uniqueness as well as convenient features, and product’s affordability based on the target audience.
Likewise in India, the price of denim jeans ranges from Rs 1299 (for Levi’s cost-sensitive customers) to Rs 7000 (customers with luxury).
Its pricing strategy is totally based on the preferences of its customers and that’s why it is quite prominent with its services.
Levi’s opts for mass targeting strategies in order to convince the requirements and needs of its customers. Levi’s Market position is quite upright and competitive but at the same time, the brand prioritizes the value of money for the customers. And that’s why it influences its customers and gained such a huge base.
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Levi’s functions in a very rigorous and competitive marketplace. The market holds a huge counterfeit category of products and services along with various nationwide performers. All these combined are majorly affecting the performance and development of the brand. However, various other components such as climatic circumstances, Labour expense, and developing lifestyles are some of the central factors that are influencing the marketplace across the globe.
In 2021, Levis appointed Deepika Padukone as its global brand ambasaador. The brand is planning to target millennials. The popular actress was also seen in its new campaign focused on the new range of jeans.
On its association Deepika Padukone said,
“Authenticity, Originality, and Honesty are values that the brand has been built on and are values I identify with the most! For those unaware, I have always been jeans and t-shirt kind of girl. The right pair of jeans not only make me feel comfortable but also confident!
I am absolutely honoured and delighted to be associating with one of the world’s most iconic brands-Levi’s.”
Besides being one of the most popular clothing brands across the world, Levi’s manages to keep up with its records. The brand follows some of the very significant marketing strategies that have brought incredible results for the company.
From products to marketing analysis, Levi’s is known for its tremendous strategies that have kept the brand on the top for 167 years. The marketing strategies of Levi’s are immensely famous as well as strong.
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Do you ever feel the urge to keep up with the trends that everyone is keeping going on? We are talking about Instagram Reels full of stunning locations that everyone wants to see. Or, the newest product you can’t wait to get your hands on, recommended by your favourite influencer.
You may also have experienced that fear when you are taking your exams. Time is running out, and other students are already submitting their answer sheets. And you need to solve the whole other section of the question sheet. The rising fear of stress, urgency, and anxiety is similar to that of catching the train before you miss it.
There is no doubt that the world of the internet has given rise to a large number of slang words. FOMO (fear of missing out) is one such term.
“The potential for simply a different connection. It may be better; it may be worse — we just don’t know until we check.”
This quote in the words of John M. Grohol of Psych Central capturing the urgency of FOMO defining social media and Psychological Phenomena sits perfectly with all of us. Let’s take a detailed look at how marketers use FOMO marketing strategy.
Fear can be a significant motivating factor in cases where the product being sold falls into the category of providing safety. And copywriters have been using this technique for a long time. This appeal works well at evoking the emotion that scares the target audience. Most of these ads end by providing a solution to the threat, leaving the subject relieved, satisfied or happy with the product/ service.
FOMO Marketing Example
Now let’s look at how FOMO is used from the perspective of marketing. FOMO marketing strategy can be described as offering a limited-time offer to your target audience, informing them that the deal or offer they are seeing is only available for a short time. And when you do so, you create a desire in them to grab the opportunity that is being presented to them. Hence, creating a need for urgency for the buyer. This influences their purchasing behaviour. This will drive sales by using different tactics that we will look at as we go about it.
The History of FOMO Marketing
Ever wondered how did FOMO became a thing all of a sudden and is now everywhere? So, the concept first sprung up in the year 2000 in an academic paper and became more popular as time went by. And now it’s literally ruling the world of digital media, from e-commerce websites to social media platforms.
Dr Dan Herman – the Journal of Brand Management
Results and research have shown that 70% of adults suffer from the feeling of fear of missing out. The concept was founded by a marketing strategist named Dr Dan Herman while Dan was conducting research in 1996. Adam Balouch’s Academic paper for the Journal of Brand Management was published in the year 2000. Here’s how the concept first developed, anyway.
McGinnis Coining of the concepts of FOMO and FOBO
Research and studies indicate FOMO actually emerged and became popular from Patrick McGinnis at Harvard Business School in 2004. When McGinnis himself did not know that he had introduced the concept.
McGinnis and his class gave their GMAT in New York a day before 9/11 after experiencing that McGinnis described how he felt, in his words
“You felt the need to do everything all the time because you realized your mortality.”
This meant that the class dealt with the feeling of treating every moment as an opportunity to acquire essential experience.
Dealing with these feelings, the group, along with McGinnis, gave this anxiety a name: Fear of a Better Option, or FOBO. Wrote about two conditions, FOBO and FOMO, in his op-ed: McGinnis Two FOs – Social Theory of HBA that he wrote while getting his MBA.
How Does Social Media Play a Huge Role in FOMO Marketing?
Social media has its perks that help you stay connected with the world. It has changed the dynamics of marketers. As well as with its ability to stay up-to-date with everything and everyone. There is a negative side to it. You can keep your friends updated within seconds about where you are heading, what you are doing, who you are with, your achievements, your adventures, almost everything, period.
When you are scrolling and watching all this as an audience or as viewers. And there you have the dreadful fear of missing out on all that the other person is doing. There is an overwhelming feeling of tension and anxiety. And the urge to do everything at once. Be at two different places at a time, jump on to the trends, try out the products that everyone is talking about, learn about NFTs, stocks, and the list never ends.
FOMO Social Media
You can be crushed by FOMO on social media. Furthermore, social media platforms have influencers and business accounts as well as features that can help to market your product/service.
Social media can be exclusive, integrated with social proof, create scarcity, and can also create the need for urgency. And every day, with updated features rolling in that make your audiences want to try and catch up with everything. This makes it the right platform for marketers to use FOMO. Another aspect of digital marketing is e-commerce which uses FOMO in its marketing strategies.
FOMO is everywhere credits go to social media. Social media comes with the expectation of constantly updating your audience about the most recent version of yourself. What are you doing right now? The other trending thing brands are trying is doing Q&A (questions and answers) sessions. Customized and personalized videos are delivered to you on social media by brands, who collect your data with the help of algorithms to target you.
In the world of social media, where everything is tracked and updated. We tend to believe that we are not living our happiest lives. And there comes the fear of missing out on things. One thing we often forget is that social media only shows the rosiest parts about others and creates unrealistic standards that we cannot live up to.
Social media Influencer
Plus, points go to various trends, influencers, and viral content on social media. Making every day a video or a photograph becomes viral. This creates a buzz around it. Algorithms make it easy to send user-generated content that is relevant to your audience. Which enables the strategy of FOMO marketing to be easily integrated with social media marketing. Not only this, a good deal of e-commerce-based websites and apps are integrating FOMO into their marketing strategies using the pull strategy.
Types of Techniques Used to Induce FOMO
Countdown with the timers
Ever been to a website, and you can literally see a timer ringing off or a clock ticking? That screams at your face that if you did not make that purchase right now, it would be lost in the oblivion of the horizon forever? These may feel like ticking time bombs, which heightens your anxiety.
FOMO Technique employed by Amazon
That is just one of the tricks marketers employ to let you know what you are missing out on and drive their sales up. Customers know there is a deadline approaching, so they feel under pressure to make a decision and be quick about it, making marketing easier.
Time-limited editions, short-term offers and sales
You may have noticed brands sending you notifications with messages that immediately grab your attention. And other limited-time offers, such as free shipping for a limited time, cause FOMO.
Hurry up and get 50% off!
Buy now!
Don’t miss the opportunity!
Grab now!
You do not want to miss the deal while it lasts. Results show that shoppers are more likely to buy things when they are offered free shipping. Offers make the consumer feel special. Limited-time editions, sales, and offers are just some examples of setting a deadline that results in impulse buying.
Influencers and Celebrities
Influencers are a big part of the marketing industry today, and there’s no denying the fact. Actors, cricketers, models, or even people who have a huge following fan base who have made it big with the work they do.
They endorse the products of multiple brands that they partner or collaborate with. People love to keep up with every move their favourite influencers make. These influencers have an upper hand in adding credibility to your brand as they have gained their audience’s trust already.
The followers closely follow the lifestyles of these influencers and consider them their idols. They are prepared to great lengths and may even bring products that are endorsed by them. They feel a sense of urgency to use the same product as their idols.
Influencer
Apart from that, influencers already have that established connection of trust, which helps your brand. These influencers or celebrities could also be quoted in various mediums where you advertise your products/services.
Stock scarcity
Hurry, only three left in stock. You might have read this on the websites, apps, or e-commerce websites that you are shopping from. You are compelled to take action rather than risk losing what you are buying to another person. Creating that urgency drives up sales. Apart from showing stock scarcity, some companies also send a message of “Hurry selling fast” which also works for creating FOMO.
Gated content
As human beings, we love to be a part of groups. We are social beings and long for company. We do not want to feel left out of experiencing new things. Especially when we get to be a part of an exclusive group or an experience that is not accessible to others.
Brands build offers that can only be accessible to a limited number of people. This might also include subscriptions or anything more premium. In this way, even gated content can be used in FOMO marketing.
Reviews, social proofs and testimonials
What’s the one thing you do when you buy anything online? Fear is always present, starting with all the questions that begin with what-ifs? But as you scroll down, you are relieved to find those five-star ratings and the reviews that give you an insight into how the experience of other customers who actually tried the product/ service was.
We value other people’s opinions and if they are convincing enough that would be enough to persuade a consumer to buy it. Social proof plays an important role, as consumers always want to know what others say about your brand.
Reviews and testimonials play a major role in triggering FOMO because once you see how many people are using it. All the others doing the same thing will actually want to try the product/ service for themselves.
Early bird discounts
This includes giving offers and discounts on what is being sold. Early bird discounts work very well for events when you intend to sell out the tickets. This is because people don’t want to miss out on the deal you are offering. They are aware that the discount has a deadline and might purchase what you are offering.
Even if they really did not intend to be there in the first place. Early bird discounts can be given as special benefits to your subscribers or the members, the first twenty registrants, or for the first week of your product launch. Anyway, a deadline should be followed. It is critical for the audience to know that an expiration date is being followed in order to create a sense of urgency.
Hassan Minhaj the stand-up comedian who is famous for his Netflix show “The Patriot Act” featured in Samsung and Verizon’s campaign made by Ogilvy, New York whose title was actually “NOMO FOMO ” for the product Galaxy Z Fold 3.
The ultimate message that the campaign gives, all the while talking about the features of the newly released smartphone, is that with Samsung’s new Galaxy Z Fold 3 on Verizon’s 5G Ultra-Wideband, one never has to worry about FOMO.
They used the feeling of FOMO to their advantage, building their campaign around this idea, with equally creative visuals and script around this campaign based on emotional appeal.
Spotify Wrapped (2015)
The year is drawing to a close. You are scrolling through Instagram stories. Every other story you open is about someone’s Spotify Wrapped playlist and there is no way out. FOMO is unavoidable. Brands know this and use this knowledge to make people want to be invited to the party.
That is how Spotify Wrapped works. The wrap is a year review experience broken up into two parts, a cultural brand campaign and a digital experience. This allows users to see how and what they listen to throughout the year.
Not only does Spotify create a personalized playlist of each user’s most listened to songs of the year. It also generates a tailored streaming report for users to share on social media.
When the campaign launched for its fourth year at the end of 2019, Spotify told Forbes more than 60 million users engaged with the in-app store experience that racked up nearly 3 billion streams from racked playlists, and the trendy personalized graphics make engaging posts for anyone with a Spotify subscription. Spotify’s users become unpaid influencers for the brand, posting their reviews on Instagram, Facebook or Snapchat to show off their tastes and music.
Artists also shared their streaming reviews to celebrate their achievements of the year. So, for all the people that do not have Spotify, this campaign is intended to make them sign up for the streaming service. As the post-flood campaign engulfs social media channels, billboards, wallpaper, city skylines, and public transportation terminals, it is inescapable in real life. June Sauvaget, global head of consumer and product marketing at Spotify with the 2020-wrapped campaign, said it inherently entices new users to consider Spotify.
With apps like Spotify with its personalized graphics, content and playlist that is specifically tailored for one integrated with AI (artificial intelligence) we as a generation should be prepared for another bout of virtual FOMO.
Ajio
The Ajio shopping app by Reliance Retail Ltd. has promotions, sales, and offers that can be found all year round. There are sales, customers are made to feel special by giving them discounts on their first purchase.
Limited-time offers and sales, especially during the holiday season, not to mention the Ajio mania sale, free shipping over a minimum purchase amount andcoupon codes. Ajio has been using the FOMO marketing strategy for a long time now.
Amazon
Amazon is a very well-known platform for many things including digital platforms, cloud computing, artificial intelligence and e-commerce.
To get more benefits and advantages, Amazon offers prime membership for an exclusive group of users. Amazon also uses the scarcity appeal, showing messages like “Hurry, only 1 left” as the products left in the inventory decrease. Deal of the day with free shipping, which gives the brand an edge over the company.
eBay
The C2C American multinational e-commerce corporation based in San Jose, California used the countdown timers to make shopping with other bidders more exciting and add a spirit of competition to it. Countdowns involving timers can be efficient in creating the need for urgency. eBay also shows reviews and the number of sales for a particular product.
FOMO on Social Media Platforms
Instagram, TikTok, Twitter, and other social media platforms also induce the fear of missing out.
Did you watch that video? Do you know this song? This is the latest trend, let’s make a video on this! These are just a few phrases that you might have heard your friends say. You can’t visit without social media platforms scrolling through the reels section without watching the Yo-bro who got you smiling like that,I don’t know who needs to hear this or Get ready with me kind of videos. There is updated music trending every other week. There is a constant fear of missing out among the people. The latest would-be Kaccha Badam.
When the audience sees what is trending, they automatically want to be a part of what is buzzing around. They jump into trying the new set of dance moves that everyone is grooving to, applying the same transitions as others, and overall being a part of the trend.
TikTok
Another research from the New York Times suggests, that not participating in the making of TikTok videos makes teenagers feel excluded. Raising the feelings of social exclusion, especially for Gen X and Gen Z, TikTok is a platform that has made it possible for many videos to become viral and influential. Cultural conversations, even for people who do not use it. The platform has 1 billion monthly active users and it is one of the most engaging social media apps.
Twitter
Twitter is an absolute trendsetter. You immediately come to know what’s going on around you just based on the hashtags that show up on your search button. Trending, each with different subcategories of their own. Twitter has blown people away, inducing them with FOMO for concert tickets for Glastonbury festival, Arctic Monkeys, Supreme’s release of their line of clothing, the biggest Alton Towers scare-fest that is held in the UK for Halloween and Universal Orlando’s Horror nights. Grabbing people’s attention with hashtags as they increase anticipation, exclusivity, and curiosity.
How You Can Employ FOMO Marketing?
Various FOMO marketing techniques you can employ,
Incorporate timers or a countdown clock showing the time running out, urging you to grab on to the opportunity.
Give them limited time offers on products or shipping.
Have customer reviews on your page to let people know how many have tried your products and loved them. Testimonials play a significant role in building trust and inducing FOMO.
Show the live count for the number of people viewing the current product that is being sold.
Bring in influencers, and quote them on your website for social proof.
Send push notifications and emails to let your customers know that there is an opportunity being offered that they cannot miss.
Set a time limit. Let the customers know that the deal you are offering comes with an expiration date.
Use early bird discounts.
Make use of social media platforms for marketing purposes. Have giveaways or contests, create a buzz around something with messages like stay tuned for the big reveal. Get your message across to catch your audience’s attention and keep them engaged.
Make the content of your product exclusive. It might only be available to members or to subscribers.
Make use of the competitive spirit and highlight opportunities that your audience might have missed before. Remind them not to make the same mistake again. This leads to impulse buying.
Offer discounts, limited editions, short term or any other special offers.
Give out promo codes that expire after a limited time.
Take a look at the following messages and try to incorporate them into your marketing strategies to awaken FOMO.
Selling fast!
Hurry only 1 left conveying low stock
Free shipping over orders of 999
15% off on everything
Clearance sale!
Deal of the day or deal of the week
Buy Now! Using the word Now works like magic every time.
Remember FOMO just does not work like that context is just as relevant as context. Keep an eye on your message, let it be catchy and alarming, and create a sense of urgency. Make them wait and create suspense around your campaigns. When people do get curious, they will look out for the big reveal.
FAQs
What does FOMO mean in marketing?
FOMO means fear of missing out it is a popular technique used by marketers and brands to induce a fear to buy a particular product before it goes out of stock and you regret it.
How does FOMO help marketing?
FOMO marketing helps businesses sell more products as it persuades buyers to buy a particular product quickly.
What are some examples of FOMO?
Stock left, Countdown timer, Early Bird Discount, Gated Content, and Missed Opportunities are some examples of FOMO.
Marketing helps in building up your brand, nothing works without marketing in this world. It helps in getting visibility from the audience and building good relationships with the customers.
Survival of a business without proper marketing is practically impossible. In the business world, startups are hugely recognized now. There is hardly anyone who doesn’t prefer to be their own boss. Now, to make that startup a successful one, here also, marketing is required, in fact, it is even more necessary.
Startups are hungry for growth, so naturally, to develop their business, they take marketing very seriously. It works on spreading their name, which in return helps on building the brand. Plus sales also increases because of marketing and deep connection with customers can be made as well.
“Our jobs as marketers are to understand how the customer wants to buy and help them do so.”
— Bryan Eisenberg
Marketing is surely vital for businesses but it can be harmful to your brands as well. How? Well in this article we will discuss that. So, let’s dive in.
Too much of anything is bad. One shouldn’t overdo it for the sake of doing it. The same goes for marketing, in today’s world a human get exposed to 500 advertising messages regularly but not all of them can make a space in the customer’s mind.
Over marketing has multiple reasons that can lead to a death of a startup, some of them are down below:
Wastage of Funds
If you are a startup, the worst mistake you can do is the wastage of funds. The truth is funds are limited, especially when you’re a newborn company. If unnecessary money is spent on marketing, it can backfire, because there is a possibility that the marketing strategy may not work.
Another thing is, if the customers become more interested to buy the products and the company is not able to meet the expectations, it will create problems.
Unnecessary increase in the expenses of the company
Early age startups may not be aware of their target audience and not have the required data but, if the startup is advertising furiously, this may lead unnecessary increase in the expenses of the company while not giving any profit in return.
For the marketing of a business, professionals are needed to do the job. Apart from that, space and infrastructure is also needed for them, thus increasing the expenses of the startups.
This will lead to limited funds being sidetracked and used for secondary functions like marketing instead of using them for actual products and services. So, it may compromise the quality of the products.
Negative Image of the brand
With excessive marketing, people can get bored and may feel irritated with messages, emails, or social media posts blowing their phones up. This may create a negative image of the brand in front of the customers and their visibility can irritate them and thus works against the startup by creating distaste amongst customers.
The startups need to be aware of over-marketing their company and they can do that by:
The first and foremost thing, that should be done is to keep an eye on the number of subscribers and followers of their startup on social media. If people are unsubscribing and unfollowing you, that means something is wrong.
Keep a check on the number of times you are sending marketing messages to the customers.
Repetitive and irrelevant messages should be avoided.
Facts About Marketing
Marketing can be difficult as well as interesting for a business. There are a few interesting facts that one must be aware of marketing and they are:
An advertisement can only have the attention of consumers for a limited time. In fact, an average consumer only gives 8 seconds of their attention.
In this digital world, 75% of the marketing budget is spent on digital marketing only.
Articles that contain relevant images get more views.
Over 78% of people unsubscribe from emails if the company over sends their messages in the hopes of marketing.
Marketing is a prime need for a startup. A proper strategy is required and followed to achieve the goals of the business. Although, sometimes companies overdo marketing which creates a negative impact and may cause the downfall of the startup. This toxicity needs to be avoided so a startup can fulfil its aim without any roadblocks.
FAQ
What is Marketing?
The process of promoting the products and services of a business is called marketing.
What are the Four Types of Marketing Strategies?
There is Cause marketing, Relationship marketing, Scarcity marketing, and Undercover marketing.
What is one negative effect or impact of advertising?
Advertising has potential to feed into unrealistic expectations in your mind.
We are well-familiar with the popularity of Asian Paints in India. The company was established in 1942 as a paint manufacturing firm. Asian Paints has been the leading paint company for over 70 years, since its establishment.
Asian Paints is tremendous with its paint quality and apart from that, the company is quite famous and impressive with its colorful advertisements. With this, Asian Paints functions on the incredible marketing strategies that cover up its all grounds of services including place, promotions, price, and product. The marketing strategies of Asian Paints are very impressive as it has kept the company on top, always.
Asian Paints is headquartered in Mumbai, India, and is known as the third-largest paint company across Asia. Its services operate in more than 19 countries under various subsidiaries. Asian Paints has its subsidiaries established in numerous countries, which are titled APCO, PPG Asian Paints, Sleek Kitchens, Kadisco, Berger, Taubmans, Scib Paints, and many more.
The company has optimized its marketing strategies in a very competitive way and presented the company with a very strong market position. Asian Paints manufactures its paints in a very distinct manner of categories in various forms such as decoration, industrial segments, and automotive. In this article, we’ll be discussing the marketing strategies of Asian Paints. Let’s get started!
Asian Paints majorly focuses on manufacturing products that are decorative and of great quality. Its key product is industrial paint. Alongside, the company produces paint solutions and services for homes.
Asian Paints manufactures products for not only one category of audience, in fact, but the company sells its products to various segments of customers through targeting strategies. We have described some of its specialized products and their target audience right below:
Apcolite, tractor distemper, and tractor emulsion target the customers from the economy segment.
Asian Paints Royale targets its customers from the premium segment.
Moreover, the company also offers undercoats, coatings, putties, and primers along with its other services. Therefore, Asian Paints provides a complete package of painting solutions along with appliances and tools.
Place Strategy of Asian Paints
Asian Paints is quite famous on the global level also. The company operates in many countries across the globe. Asian Paints optimizes its place strategy through 5 regions network including the Caribbean region, the South Pacific region, the Middle East region, South East Asia, and South Asia. Asian Paints holds a wide distribution network with a strong market position.
Asian Paints provides an open-door and flexible policy for dealers for getting into the retail market and work on marketing and distribution nationally. The company is India’s largest paint company whose manufacturing factories are established in many countries.
Asian Paints has optimized its features and services entirely for market promotion. The company uses great innovative techniques and taglines to promote its products to a specific segment of customers. It uses taglines to catch the eyes and ears of its target audience and they would reach out immediately.
Through this strategy, Asian Paints receives great customer support and sales. Along with this, the company advertises its products through various channels to reach out to customers.
Since its establishment, the company’s advertising part has become more substantial and majorly focused on brand awareness. Asian Paints has signed with various prominent celebrities in India such as Deepika Padukone, Ranbir Kapoor, and Rahul Dravid as its brand ambassador.
Asian Paints organizes various campaigns and social media contests to promote its products and attract more audiences.
The company’s website provides the customers with the features of uploading their pictures with their walls painted by Asian Paints products.
However, its products are manufactured for different segments of the audience so that there wouldn’t be an issue of price. Such as its premium products which are specialized for high-income people and medium and economic segment of customers, the company offers different products at the best pricing.
Besides, its price segments also vary based on the raw material used in the product and its features. Asian Paints offers paint’s discount offers for its customers at high pricing. The company’s painting consultancy services are pretty much higher than the painting service providers.
Asian Paints marketing strategy isn’t based only on its products, price, or promotion. The company optimizes its marketing strategy through segmentation, positioning, competition z targeting, and analysis.
Asian Paints is the leading paint company across India and is known as the third-largest across Asia. The company made an annual revenue of around INR US$2.9 billion in 2020. Its paint products are categorized into various segments such as innovative, automotive, decorative, and industrial.
Alongside, Asian Paints provides painting equipment also including wood primers, strainers, wall primers, and putty. Asian Paints holds a very strong position in the market and with its current marketing strategies, the company is set to achieve more heights of success.
FAQ
Who is the founder of Asian Paints?
Champaklal Choksey, Chimanlal Choksi, Suryakant Dani, and Arvind Vakil founded Asian Paints in 1942.
Is Asian Paints and Indian company?
Yes, Asian Paints is an Indian company founded in 1942 by Champaklal Choksey, Chimanlal Choksi, Suryakant Dani, and Arvind Vakil.
What is the revenue of Asian Paints?
The revenue of Asian Paints is US$2.9 billion as of 2020.
Washing is one of the most important chores of an Indian household. We have many international and national companies that have held the market for so long. However, Tide stands a level higher than the rest of them. They have woven their marketing strategies in such a manner that even after 20 years of its launch in India, many of us do not know that Tide is a US company.
They have revolutionised the Indian detergent market with their synthetic compounds that made Tide one of the most profitable brands of P&G. Although it was launched in the US as a heavy-duty laundry detergent in 1946, it entered the Indian markets only in 2000. Since then there hasn’t been a look back for Tide.
According to various studies, it is estimated that Tide holds 13% of the Indian detergent market share and is third only to Indian companies like Ghadi and Nirma. Over the years, they have been successful in carving out their own space in the industry despite being a foreign company. At this juncture, the article will explore the marketing strategies of Tide which renders them so indigenous.
The first factor that enabled Tide to have a stronghold in the competitive yet incompetent Indian market was its ability to launch products and advertisements with a clear understanding of the problems of the users.
Firstly, it is widely known that people in charge of the households are genuinely trying their best to make things smooth and easy. However, removing tough stains have always come up as a herculean task.
Time and again, Tide has come up with modifications in its product that makes it easier to remove stains that contain carbohydrates and proteins. Similarly, their ads completely acknowledge the difficulties faced by users and portrays themselves as offering a solution to their problem.
Their ads are also reflective of national and regional sentiments regarding festivals, the whiteness of clothes etc. They have also addressed the issue of detergents being harsh on hands and have offered solutions for that as well.
Perfect Targeting of Audience
In India, family is a very important entity and women are the ones who take most of the familial decisions. Although the gender roles associated with domestic chores have been changing, the fact largely remains that women are in charge of domestic chores. This has inadvertently made Tide focus on Indian women through their ads. Especially homemakers.
Whenever they launch a product or a campaign, they make sure that it will be attractive for Indian homemakers. Most of their ads and campaigns can be seen pitching themselves exactly in places worthy of it. For example, they have launched their soap bars and detergents in a range of varieties and prices which will suit the needs of their target audience.
Unique Campaigns and Catchy Tag Lines
This is one of the most important aspects of Tide’s marketing strategy. Their campaigns always have a positive social message while emphasising the benefits of using Tide. For example, campaigns like #TideGivesExtra, #TideWhite etc. have been successfully able to benefit from exploiting the Indian desire for white clothes and attention.
They have also identified the loopholes and problems in the sector to come up with effective campaigns. One such campaign would be that of white collars. We all know the embarrassment that a dirty collar can bring. Identifying this, Tide launched the #CollarUpWithTide campaign which was an immediate hit. Similarly, its unique campaigns and catchy tag lines have helped the company tide over its competitors.
When it comes to marketing strategies, the packaging is its cornerstone. Tide has aced this part of marketing with grace and creativity. Its vibrant orange and white packaging is very distinguishable amidst any crowd.
Tide Packaging
Apart from the colour, it has also brought in many innovations to its packaging too. They have recently launched a package that suits e-commerce platforms that prevent leakage and damage when transported over long distances through unpredictable modes. However, it is yet to be launched in India.
They also have special packaging like packets, sachets, cartons, cans etc. which attracts the customers as it gives them a wide variety of choices.
Tide Different Packaging’s
Affordability and Positioning Through Segmentation
Tide has been successful in being economical while being a premium brand. This is because they have launched products in different price ranges. They have divided their products into popular, premium, super-premium and what not. Hence, while it becomes accessible to the mass population, it also gets equated with other premium brands. Such an effective marketing strategy has helped Tide to expand its bases to all sections of society.
Conclusion
Upon analysis of the marketing strategy of Tide, it becomes evident that it is their ability to understand and respond to the issues of the Indian households that made it so popular and close to the consumers. They have also not held themselves back in promoting strong social messages.
To be welcomed and accepted as an indigenous company in such a short span of time is not an easy task. Tide makes the importance of understanding the target audience more clearer now.
Lessons have to be learned from their constant efforts to expand into newer sections of society without being too elitist. Considering its dynamic strategies there is no doubt that Tide will continue to grow its business in the industry in future as well.
FAQ
When was Tide detergent launched in India?
Tide detergent was launched in India in 2000.
Is Tide detergent an Indian company?
No, Tide detergent is an American brand of laundry detergent owned by P&G.
What is the target market of Tide detergent in India?
Tide Detergent primarily targets Women age group from 18 to 54 years old.
As of July 2020, 4.57 billion people are using the internet today and this makes a vast potential customer base for SaaS companies. With the ease and advancement in technology, it is cheaper to make software today than it was ever before.
With such resources and a rapidly increasing customer base software has taken precedence over hardware. This has to lead to a drastic transformation in the industry and the businesses are now thriving to reach profitability as fast as possible with the help of SaaS.
Customer leads are the most essential key to every SaaS company. As the SaaS startup grows one of the problems that arise is the generation of customer leads. Even though you deploy a lot of manpower in your marketing team, sometimes the traditional techniques don’t work. In this article, you will find the most effective marketing channels for SaaS companies that will help the business in getting more and more customers’.
SaaS content marketing is a basic strategy to grow any SaaS business or a startup. The target customers might already be in search of the solution that your business is providing. SaaS content marketing can help you get through these potential customers by answering the questions of potential customers.
SaaS content marketing isn’t as simple as creating blogs but SaaS Content writing is high quality, persona-driven content that is not only search engine optimized but also offers value to your SaaS potential customers.
The content which touches the relevant pain points of the market is what you need. Having well-researched questions and providing the solution and answers to them is what will help your platform.
If your content is providing solutions to the pertaining problems and is giving value to the audience, then they would be ready to exchange that information in return for their contact information, which is what you need as leads and prospective customers.
Often SaaS companies who provide intriguing content like white papers, ebooks, videos, infographics, and other resources can get email addresses and contact information by simple login and registration processes. This allows your business to convert such leads into your customers in your sales funnel. SaaS blogs are usually a combination of broad topics and specific questions that enable maximum audience reach.
Creating content that people want is in your control. What people want to read, share, and link to is what you need to provide them keeping in mind the factors like keyword strategy, title usage, Meta descriptions, and internal linking. These factors can be controlled by you and that is what On-Page SEO is all about.
Off-Page SEO
The SEO that refers to link building is known as Off-Page SEO. In this, the quality of links that are provided in the content which is taken from the trusted and reliable sources is what matters and that is how your content will be optimized better. Even popular and influential media account links to improve the quality of the content and helps to have a strong SEO.
It is very important to not only improve the SEO of your blog posts but for the website as a whole. Having an understanding of the potential customers and researching keywords accordingly is the primary step followed by reviewing all the content present on the website. It is only then the SEO will improve and will show the expected results.
If you feel that content marketing and SEO rankings are not enough for generating traffic and leads then PPC campaigns might be helpful. If your SEO is aligned and is supporting your keywords and links with your PPC keywords and phrases then you have the right SaaS marketing strategy. You must pay close attention to your ad quality score as you might end up paying high amounts on PPC keywords and get no results.
Strong Referral Marketing
One of the cheapest and effective marketing strategies is to generate leads through referrals from your current user base. Strong referrals are more trusted than traditional advertisements.
To acquire new customers, referral programs work well as people are more likely to buy or use something that is referred by someone they know and trust. Your website must have a landing page where your customers can make referrals and promote you at a little or no cost. Referral programs can help you achieve the loyalty of your target market and can increase customer lead. To do so, it is important that you:
Give good reasons to your customers for making genuine referrals
Make it quick, easy, and understandable
Keep the right incentives to motivate customers
Promote your SaaS referral program and track them
Whether it is giving discounts or providing premium services for free, you must incentivize your SaaS referral program and find ways to encourage your current SaaS customers so that they spread the word and make referrals.
Retargeting
Today retargeting is a very helpful and useful technology that allows you to show advertisements to the prospects after they visit your websites. By placing a tracking pixel on your website you can set up a retargeting network.
It is also very important that you do not overwhelm your audience with your adverts, it might annoy them. Hence it is imperative that you cap the frequency on the number of times you retarget the ads.
Retargeting dramatically increases conversions by re-engaging the audience that visited your website. It helps you to track your website visitors and provides contextual offers that lure back the website visitors.
Regardless of the business industry that you belong to, retargeting is one of the most effective Saas marketing strategies used today and has proven to be very successful in increasing customer turnovers. Retargeting helps you to establish credibility, trust, and familiarity with your brand with your website visitors.
By combining these different marketing channels and testing them often, SaaS companies achieve success. By having more than one marketing channel, the company gets good lead volumes and more SaaS customers.
FAQ
What are examples of SaaS?
Some of the examples of SaaS are BigCommerce, Google Apps, Salesforce, Dropbox, MailChimp, ZenDesk, DocuSign, Slack, Hubspot.
How to market SaaS products?
Content Marketing, Product Trials, Search Engine Optimization (SEO), and Retargeting are some of the ways to market your SaaS.
How do you get SaaS leads?
Content development and inbound marketing are some of the effective ways at generating leads for a SaaS startup.
With February’s beginning, it is the season of love, the season of romance and season of Valentine’s. From 7th February to the day of love i.e 14th Feb, valentine’s week is a great week for celebration for the lovers. Valentine’s week is also a great time for the companies to launch their products related to Valentine’s day and promote them by using their best Valentine’s day commercial. Valentine’s commercial is very beautiful and celebrates both love and the business, in the scenario.
Here we are ruling the best Valentine’s day commercial celebrating love and romance:-
Heineken-The Date
Released in 2011, Heineken, The Date advertisement has 75k views on Youtube. It is an ad where the Heineken legend woos his stunning date on an epic journey which is a glamorous tribute to all magical dates and legendary night outs. The ad was shot in London in the hip atmosphere and is shot very beautiful and magical way. “THE DATE” has a musical score that features the Bollywood 1960s track ‘ Jaan Pehechaan Ho”.It also shows the introduction of a new Heineken legend. The young couple dances in groovy beats and go around and enjoy their dates like no tomorrow is the most beautiful part of the AD.
In 2004, the popular fashion brand Chanel released their Chanel No.5 The Film, which is one of the most romantic ads of all time. It is directed by the flamboyant Australian filmmaker Baz Luhrman. The film costs around $24 million dollars and features another Australian legend, Nicole Kidman. The ad features Kidman as a celebrity who disappears and runs off with a man who doesn’t know the existence of her so he asks “WHO ARE YOU”? , which she replies with an answer” I’m a dancer”.They have a love affair on the open roof of a NEW YORK building which features a huge Chanel sign and then the star returns back to her red carpet lifestyle. The ad has 3.5 million views and 6.7k likes on Youtube.
With over 1.3 million views, it has 8.1k likes on Youtube. The I minute 30 seconds ad tells the love story of a young boy and girl, who shares their first kiss down the bottom of the garden and after sharing their moment, the couple then morphs into a young couple and then into an older one with their kiss getting more passionate and finally, the couple grow old together but has no signs of falling out in love., with the ad ending with the line’ GOOD THINGS LAST FOREVER”.
Google Parisian Love
The Google ad was launched in 2009, has 24k views and 1.2k likes on Instagram. The advertisement is for 52 seconds. The story is of an unseen protagonist entering search terms like” impress a French girl”, “long-distance relationship advice”,” directions (from the US to Paris), etc in Google. the texts are further like “churches in Paris”,” how to assemble a crib” which shows the increase in romance, shows the progression in a love story.
KFC is known for serving one of the best fried chicken. Likewise, their ad in 2011 is one of the best-romantic ads for valentine’s day. With over
794,93o views and has around 3.3k likes. It starts with a group of kids eating a KFC outside while an old lady walks out on to her balcony and sniffs the air approvingly/ She then returns inside and dances with her husband and as the two of them bob and pirouette, they grow younger and younger before transforming into two children lying on a bed the little says”I’m hungry” before the camera pulls back to weird sticker on the side of a dressing table bearing the face of the “Colonel” and the words” SO GOOD”.
When you have successfully started up your own business, or have engaged in one, the responsibilities and tasks hung upon your shoulders are huge – especially when it comes to the marketing aspect. Marketing is that part of the business activity that deals with the management of exchange relationships. It is the business process of creating relationships with satisfying customers that leads to increasing sales and increase in profits as well. And advertising comprises of a larger part of marketing. Though, they are sometimes interchangeably used terms, the terminologies go hand in hand in most part of the business decisions.
A new and upcoming way to advertise your brand or product or services is to do it on the digital platform – i.e. on the internet.
“It’s hard to find things that won’t sell online.” – Jeff Bezos, CEO of Amazon
It is called Digital Marketing. Digital marketing is the marketing of products or services using digital technologies and includes use of mobile phones, display advertising, and any other digital medium. And these mediums are often called the channels of digital advertising. Internet provides a startup personnel a vast wealth of opportunities. Hence, it is very important for your brand to establish and maintain a strong and evident online presence to be competitive enough to reach out to targeted audiences.
Now, the internet provides various marketing tools that are lucrative and worthy enough to focus on while they bring you steps closer to your business targets – but the problem of choice will depend upon an analysis and correct study of these options. Not all of these digital marketing tools are going to be applicable or work for your business.
In this article, we will share the types of channels that are available on the internet for you to advertise on and help you in identifying the best tool available to market you brand or product.
Social media is a very big platform for brands and companies to advertise about their product on. The shopaholic demographic is generally found on social media the most and hence it becomes attractive for both seller and buyer to interact and get gains from. Customers are actively seeking out brands and deals they like or are interested in and increasing numbers of users take the medium of social media as making their buying decisions.
The creative examples of social media marketing can be – promoting your brand or deal on stories that are sponsored (on Instagram, Snapchat, Facebook, etc.), on sponsored posts, or on promoted deals especially on Facebook, and many more. Social Media influencers also help the brand a lot, for instance a person with a significant amount of followers or subscribers on any social media platform will bring a lot of attention and customers on site that are desiring to buy your product or service. And through the use of “cookie”, the companies and brands are able to target and focus on building relationships on people who are genuinely interested in your product and will be willing to make the final purchase.
By choosing the right platform that benefits your specific business the most should be given priority. And expansion or withdrawals can be managed thereafter.
If you want to build a direct relationship that benefits both the parties E-mail Marketing is the most effective tool. The users (or say potential customers) have shown interest in your website, app or online ad, and have opted to hear from you by giving you the personal information i.e. their e-mail address. So they are more willing to open those messages to learn and be aware about your products (or new ones), sales and how to benefit from them. You can make it as personalized as possible. By the way of triggered autoresponders and segmentation practices you can make the emails as immediately relevant to the receivers as possible. This significantly increases the chance of immediate conversion and also long-term open rates too.
The email should preferably be short to read and easy to scan. Give the users reason to click by giving an attractive subject line. You should, again, keep it short but try to offer value, incite urgency, or both in order to increase traffic.
Pay-per-click is an internet advertising method that is used to drive traffic to websites in which an advertiser pays the publisher when the ad is clicked. They typically include search engines, website owners, or a network or websites. There are also many other paid advertising channels like Pay-Per-Click advertising that deliver highly targeted traffic of potential customers within very short period of time. This method requires the most beneficial placing of the ad – i.e. the ad placements. As the revenue invested in advertisement should profitably correlate to the acquisition of customer per unit.
You can choose to run you PPC ads on the basis of a day, a week or a month depending upon the budget. The effectiveness of a PPC will depend upon how well you choose your keywords that are attractive and grab customer’s attention, as well as optimizing the visual and contextual information of your ads.
Content lies at the very core of every digital marketing campaign and is one the most important element that works in the advertising field. If your website has good, high-quality, and relevant content, your website will generate significant amount of inbound traffic from all he potential audiences.
The content so created includes text, graphics, videos, and other related effects people are looking for and are interested in. It should be catchy and informative at the same time. Make sure the so published content is enough to make a potential customer gain trust in your brand and be impressed enough to make the final purchase as well.
Generally, the management hires content marketers for the same task and job. They provide the company or brand with the relevant experience and work in favor of the enterprise, which is an effective strategy to go for.
Display advertising is the type of online advertising that comes in various form such as banner ads, rich media and more. Display advertising relies on elements such as images, audio, visuals, videos, animations and logos to communicate an advertising message. Display advertisers frequently target the users with particular traits to increase the ads’ effect. It can be done through the ways of using “cookies” – which can track whether a user a page without buying anything, so the advertiser can later retarget the user with ads from the site the user previously visited.
Display advertising normally works more on the principle of placing display ads on various websites, blogs, forums, and so on. It helps in promoting new products or offers and increase online presence and reach out to customers to help drive leads and increase brand awareness. This method can track everything from numbers reached, clicks, action and conversion ratios and hence it is easy to manage with the given budgets.
SEO
Search Engine Optimization (SEO) is the thriving, most effective and efficient digital marketing tool. It involves several activities to boost rankings and includes usage of keyword research. It also makes use of both on-page and off-page optimization, linkable asset creation, organic links building and more.
“We want to know what consumers are looking for, what their values are, and how can we meet their needs. It’s not just about Big Data; it’s about translating that into the truth.” – Gayle Fuguitt, Marketing veteran
Optimizing SEO in your content will significantly improve your search rank and make it much easier for potential customers to find your website. You can include the keywords from your article and strategically place your title, hashtags, headings and the main content.
The aforementioned digital marketing channels will work dramatically well if you have a good digital marketing strategy in place for your brand or business. Each method can be evaluated and gives relevant consideration in the working of final marketing mix. It should be kept aligned with the business objectives and long term goals. Once the marketing channel is chosen, it should be periodically monitored also. The effectiveness in workings of the channels so selected should be altered as per the changing digital trends and business goals.
Roshni Tamta
