StartupTalky

Tag: Marketing 📢

  • How to Improve Social Skills and Communicate Effectively?

    Today’s world is all about showing your best social skills and communication skills for marketing yourself. The budding entrepreneurs constantly need to sell themselves and market their business ideas. To bucket up the investors for the business, one needs to attend social gatherings and socialize with people to get them involved in their venture plan. However, in the workplace, these skills can be an essential aspect of staff interaction, planning, and collaboration. In this article, we discuss what social skills are, how to apply them in the workplace and why developing social skills is so important.

    However, it’s very important to impress the person with your witty remarks and steal the show with your knowledge. Many people are not comfortable with the words and not everyone can express their thoughts clearly which forfeits the chance of great investment opportunities from our hands. It is necessary to improve communication and social skills. So in this article, we will talk about ways to improve your social skills and effectively communicate in your workplace.

    What Are Social Skills?
    Methods of Improving Social Skills
    How to Leave a Mark on a Social Gathering?
    What Are Communication Skills?
    Ways to Communicate Effectively in the Workplace

    What Are Social Skills?

    Social skills, also known as interpersonal or soft skills, are used to communicate with others. There are several types of communication skills we use daily including: verbal, nonverbal, written, and visual. Verbal skills involve the spoken language, while nonverbal communication skills include body language, facial expressions, and eye contact. Strong social skills can help you build and maintain successful relationships both professionally and personally and also help you in being a good public speaker.

    Methods of Improving Social Skills

    To be a better communicator, one has to improve their social skills, improving social skills will help you in every aspect of life. Some of the methods to improve Social Skills in life are:

    • Instead of shying away, try to start a conversation with a stranger, your acquaintances and family. Ask an open-ended question that keeps the communication going, the need to engage is extremely important here.
    • Try to broaden your answer, when answering someone’s question. This led to deeper communication and you can practice your conversation skills.
    • Observe the social skills of the people around you, especially your colleagues. You can learn a lot of things from your surroundings. Observing their way of non-verbal and verbal communication will help you in improving yours.
    • Main eye contact while conversing with the opposite person.
    • Just talking is not enough, you need to develop your listening skills as well.
    • Take the help of books, podcasts and YouTube videos to improve your social skills.
    • Be aware of the current events and news of the world, this will give you topics to have start conversations with others.

    How to Leave a Mark on a Social Gathering?

    There isn’t any rocket science behind alluring the people, it is easy to behave in social gatherings. There are some basic rules which you need to regimen before entering any social event. So, draw your attention here.

    Make a Killer First Impression

    When we meet someone for the first time, the very first thought that pops into our mind are to make a long-lasting impression that they stay lifelong with us. The points that will help you to make an ebonics first impression for the audience are –

    • Smile often, will exude positivity. Smiling makes you appear more friendly and gregarious and, others will feel more comfortable in your presence. Don’t smile like a fool, just a little, to look friendly and easily approachable. Smile as you mean it.
    • Make eye contact with the other person while talking and that will define your confidence in the other person. Eye contact displays confidence and is one of the quickest ways to make people gravitate toward you. There is a simple trick to show your strength and social skills that will improve your confidence in the other person. So make eye contact with the person while talking to them with your striving confidence.
    • Your body language should be open to the public. Rigid body language is the definition of nervousness and lack of confidence. The body language should be relaxed and no need to be prim and proper. Positive body language includes good posture, leaning in slightly when someone is speaking (displays interest), and smiling/eye contact. This will helps in improving communication and social skills.

    Be a Good and Patient Listener

    You need to develop good listening qualities in lieu to get the attention of others in a social meet-up. Take time to understand the other person’s view and, only after understanding it reciprocate your answer. Some people confuse listening with hearing. They both are different things you need to understand, what is being communicated to show your interest by:

    • Giving them your full interest and showing that you’re understanding their words.
    • Take time to ask questions on the topic of the discussion.
    • Make valuable remarks on the topic and share your valuable opinion with the person.

    Give Compliments

    Giving compliments to the person while making the introduction will give you the right start. Give genuine compliments where applicable and be honest about them. If you notice something nice about a person don’t be afraid to let them know. Phrases such as “That is a nice shirt by the way. Where did you get it?” or “You have a very admiring personality makes you much more amiable and breeds pleasant social interactions.

    So, these are a few simple tricks to make social gatherings your show. But after reading this topic and observing the experiences you will get to know that confidence is the key element here. This will helps in improving communication and social skills. If you have the right amount of confidence in yourself, then no one can stop you from becoming successful. So, try to embed confidence in your body language and you will see the changes yourself.

    Effective Communication
    Effective Communication

    What Are Communication Skills?

    Communication skills are the activities that make your performance ultimately a good one. Communication skills are very important in every human being’s life it is used in both, as in your personal life and your professional life.

    It is also the abilities of when you give and receive different kinds of information from different sources. When you communicate ideas, feelings, or even any update regarding your work or project. Communication skills involve listening, speaking, observing, and empathizing. Having good communication skills helps to develop your personality and one can also be given the top priorities as a leader. Communication is so important that entire careers and fields are based almost entirely upon communicating, like these 13 communication careers listed here.

    Whether it’s written or spoken, reading, or listening, these skills are crucial in any workplace and can make you a better, more effective, and more efficient employee,

    Ways to Communicate Effectively in the Workplace

    When the employees have good communication skills, superiors can better understand the potential, willingness, talents, and skills of their employees. Some of the ways to communicate effectively are:

    Encourage open discussion: In this, a manager acknowledges his\her employee’s, views which is important. They ask their employees for valuable inputs. Encourage managers to clearly show that they have heard employees’ opinions and engage the employees on a personal level. The managers recognize their employees and acknowledged the employee’s inputs.

    More face-to-face or phone conversations: A face-to-face conversation will last longer as more people talk together, which makes them stronger and better relationships with employees, managers and the boss. As, in a face-to-face conversation one can perceive each other feelings, facial expressions, and body language. Having, eye contact will also help to get an understanding of the communication and good internal networking might help you in the future.

    Be careful when wording emails: When you are writing the mail to your manager or your boss, don’t write like the reader is your best friend. Don’t assume the reader knows who you are and why you are emailing. Don’t use informal language. Don’t forget to proofread for spelling and grammar mistakes. Write in a way that will boost them to open your mail.

    Be aware of body language: Your body language can influence the way others respond to you. It can also impact how they perceive you and your intentions. Being highly aware of your body language can influence your productivity and reputation in your workplace.

    Make meetings meaningful: While making the meetings one should have a clear agenda, so that everyone in the workplace has a clear idea about when and which meetings have to be scheduled at which time.

    Conclusion

    Effective communication is integral in your life. Without communication nothing is possible. One can eliminate unnecessary, unwanted problems and can promote better performance with the help of communication. The ability to communicate depends on your social skills, so before communication improving your social skills is extremely important as well.

    FAQs

    What are 5 essential communication skills?

    The top 5 essential communication skills are:

    • Written Communication
    • Verbal Communication
    • Non-Verbal Communication
    • Active Listening
    • Contextual Communication

    What are the 5 social skills?

    The 7 social skills are:

    • Sharing
    • Listening
    • Maintaining Eye Contact
    • Using Manners
    • Cooperating

    How to start a conversation with someone you don’t know?

    To start a conversation with a stranger, you need to:

    • Introduce yourself.
    • Start with the basics.
    • Be aware of your body language.
    • Disclose free information.
    • Make eye contact.

  • Everything to Know About Referral Marketing That Can Boost Your Sales

    The psychology of a human being is complicated as well as interesting. When a friend or acquaintance refers you to a product to use, you definitely get a little curious about the said product or service, they make an appearance in your head. Imagine getting rewards by just referring a product or service to your friends or family. Isn’t it amazing?

    There are various types of marketing, one of them being referral marketing. Referral marketing doesn’t get much attention, but the industry knows its value. You might not share about any product you bought, but when you get some discount for sharing, your inner “you” automatically press the share button. Referral marketing is the best way to increase sales. Not only do people bring you more customers, but they become loyal to you too.

    Generations Trusting Referral Advertising
    Generations Trusting Referral Advertising

    Every app, shopping website, and literally every business uses referral programs these days. In this article, we will talk about Referral Marketing so let’s get right into it.

    What is Referral Marketing?
    Rewarding Options for Referral Marketing Strategies
    Some Amazing Stats of Referral Marketing
    Advantages of Referral Marketing
    Disadvantages of Referral Marketing
    Some Top Referral Marketing Software

    What is Referral Marketing?

    Whenever we get a suggestion from our friend or family referring to a particular product, we are more likely to believe them. However, word-of-mouth is still the best referral channel out there, but it is nearly impossible for a company to track that referral. To solve this problem and encourage and reward their customers for referring their products, companies use referral marketing programs.

    As a company, you provide a unique referral code to every customer and ask them to share that code and earn some profit. When people share that code with someone and bring you a new customer, they get reward points or money and you get a lead. As already said, this is not as powerful as word-of-mouth, but it is still a good option as people will share your content to earn points that will be a reward and there is hardly anyone who doesn’t like rewards.

    Rewarding Options for Referral Marketing Strategies

    There are four ways to provide the reward:

    • Rewarding both parties: You can reward both the referrer and your new customer. This way, both the people get the benefit and it is a great way to motivate them to bring in more customers.
    • Rewarding the referred: Reward the person who is referred by someone. People who feel guilty to make a profit by referring will love this feature. However, you should analyze the audience first, as not the majority of people feel that way.
    • Rewarding the referrer: By rewarding the person who referred someone, you motivate the next person to refer someone else. By this method, you don’t have to spend on both parties and the process will still continue.
    • No Rewards: You can provide the referring code and reward none of them to share it. Although this is an option, people will not appreciate it much, unless you have great content.

    Some Amazing Stats of Referral Marketing

    • In a survey, people were 4 times more likely to buy when referred by a friend
    • Over 90% of respondents trust referrals from people they knew.
    • According to Capterra, 88% of B2B decision-makers rely on word-of-mouth for information and advice.
    • Social media drives almost a third of overall traffic to sites.
    • Offering a reward increases the chances of your products and services getting referred, the size of the reward does not matter.
    • Non-cash incentives are more effective at boosting performance than cash incentives.
    • A survey shows every referring customer makes an average of 2.68 invites.
    • Companies with formalized referral programs experience more revenue growth.
    • Surprisingly, only 30% of B2B companies have formal referral programs.

    Advantages of Referral Marketing

    • Budget: The first and best advantage of referral marketing is that you don’t have to spend too much money. The money needed for referral marketing is too little than any other traditional advertisements. However, it depends on you how much reward you wish to give to your customers for sharing your content with others.
    • Comfort: People are more comfortable buying any product when it is referred to them by their friends or family. Referral marketing is much more effective than traditional advertising.
    • Fast Results: The impact of referral marketing can be seen very quickly. It doesn’t take much time for people to share any content. If you are using referral marketing for an app or e-commerce website, then you don’t have to wait too long to see the results.
    • Continuous Process: People don’t stop referring until you want them to. A will refer to B and B will refer to C and so on. It is a never-ending process. So, you don’t have to worry about the process. However, you should update the process and the system to better them.
    • Loyal Customer: The best thing referral marketing do is to target loyal customers. Even if they are not loyal customers, they are still loyal marketers for you. When people get rewards from you, they will prefer your product over others. These were some of the advantages of referral programs.
    Boost Your Referral Campaign

    Disadvantages of Referral Marketing

    • Budget: Although you are saved from spending tons of money on advertisement with referral marketing, you still have to spend some money. You will have to give up some profit to the customer in the form of rewards.
    • The sense of Guilt: Some people don’t share their referral code as they think they will be sellouts. Some people don’t like making a profit out of someone without doing anything but a click. They will have a problem with their inner “sense of guilt”.
    • Not Efficient Enough: Compared to word-of-mouth referring, referral marketing is just a kid. People are more likely to buy when people heard about the product from somebody. Moreover, people are aware that word-of-mouth referrals are mostly free, so everyone would give their honest opinion. Whereas, in referral marketing, most people prefer to earn rewards only.

    Some Top Referral Marketing Software

    Now, that you know what are the advantages and disadvantages of referral marketing, you might want to know how you can have this program on your own website or app. This is 2022, therefore, there are services available for everything. You can use any of the below tools to integrate the referral program into your website.¡    

    • Referral Factory
    • ReferralCandy
    • Friendbuy  
    • InviteReferrals
    • Mention Me
    • Ambassador
    • Genius Referrals
    • Referral SaaSquatch
    • Referral Rock
    • Revetize
    • ReferralMagic
    • TapMango
    • Talkable

    Conclusion

    Referral programs increase your sales. However, you might feel annoyed when someone WhatsApp you a download link again and again, which will make them some bucks. But by seeing something time and again, an idea to check that service out develops in our mind. And that’s what the ultimate goal of marketing is.

    FAQs

    What is referral marketing?

    Referral marketing is a word-of-mouth strategy created by a business to tempt current customers to recommend the brand to their friends, family, and contacts. It is a tool to expand and increase the customer base. It heavily relies on the internet and social media.

    Do Referral programs work?

    Referral programs are incredibly successful as people love earning rewards, so they refer the products and services to their acquaintances, and the cycle continues.

    Why Referral Marketing is the best?

    Referral marketing is cost-effective marketing and its success rate is immense.

    Can you make money on referrals?

    Of course, you can. You get rewarded for successful referrals.

    What are some of the top Referral software?

    Some of the top referral software are:

    • Referral Factory
    • ReferralCandy
    • Friendbuy  
    • InviteReferrals
    • Mention Me

  • What is Image Consulting? How to Hire the Right Image Consultant?

    Confidence is essential when it comes to business and marketing. Only someone with the appropriate appearance and confidence can successfully sell a concept. It is the way to go if you want to take the initiative and be a part of every conversation. The key to selling your marketing concepts is ultimately confidence.

    What to do if you need assistance developing your image and confidence? That is when image consulting comes into use. These days, image consultants and consulting are becoming more common, and people use these services to develop and improve their personalities and levels of confidence. There are over 1,498 Image Consultants in the US.

    Top Industries Hiring Image Consultants in the US
    Top Industries Hiring Image Consultants in the US

    Image consulting, its types, importance, advantages and disadvantages, and how to hire the right image consultant for your requirements are as follows:

    What is Image Consulting?
    Types of Image Consulting
    Importance of Image Consulting
    Disadvantages of Image Consulting
    How to hire the right Image Consultant?

    What is Image Consulting? | About Image Consultant

    What is Image Consulting?

    Image consulting is a field of work that focuses on improving a client’s personal or professional image through appearance, conduct, and engagement. It determines how a person’s appearance influences how they present themselves professionally.

    Everyone knows how crucial first impressions are. The first thing people notice when you enter a room is your body language, appearance, and self-presentation. Therefore, regardless of how smart or knowledgeable you are, if you are not correctly presenting yourself, you are missing out on a chance to impress and draw potential business possibilities.

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    Types of Image Consulting

    Following are the types of Image Consulting:

    1. Fashion and Wardrobe Consultants

    An Image Consultant sharing her knowledge about fashion and wardrobe
    An Image Consultant sharing her knowledge about fashion and wardrobe

    In the US, 60.3% of Image Consultants are women, and 39.7% are men. 31.6% of wardrobe image consultants are women, and 68.4% are men.

    When you present yourself professionally and appropriately, you immediately feel better, more confident, and ready for the job. What fashion consultants do for you is this. They’ll help you choose your outfits and get set for important business meetings.

    They offer their clients helpful guidance on related and relevant topics, including accessories, clothing, style, design, color, and materials. Additionally, they provide recommendations on salons, health and wellness programs, and styling to help clients feel comfortable and confident in their fresh style.

    2.  Leadership Consultants

    A Consulting firm | Image consulting for Leadership
    A Consulting firm | Image consulting for Leadership

    All the major trends are toward leadership consultants, with many concentrating on providing businesses, organizations, and higher education institutions with leadership development programs. Their primary goal is to prepare people for leadership positions. To help the leaders appear the part and blend in, these consultants use seminars, lectures, and workshops.

    3. Business and executive consultants

    This type of advisor puts the onus of proof on corporate clients. They help CEOs and business people get set for social events, professional events, speeches, and conferences so they can present themselves in the best possible way.

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    Importance of Image Consulting

    By offering excellent guidance and coaching in areas like upkeep, styling, and specific other aspects of image enhancement, an image consultant helps a person become better versions of themselves. To aid the general public in learning more effectively, they put on workshops, conferences, group training, and presentations. Customers are inspected and evaluated before receiving specialized solutions that have impacts on their profile.

    Here are a few other benefits of image consulting:

    • They assist you in making shopping and apparel decisions so that you can shop quickly and just buy what you require, as well as contribute to your makeover.
    • They help you with your lifestyle choices and fitness and wellness so that you can look and feel your best.
    • Image consultants have the experience and knowledge to make your image your brand.
    • They can assist you with self-presentation, etiquettes, and manners.

    Disadvantages of Image Consulting

    Following are some disadvantages of Image Consulting:

    • You may not always agree with the image consultant’s clothing or style recommendations for you, which can lead to misunderstandings and disputes between you and the consultant.
    • If you are not comfortable with your consultant’s choices, this can hinder your performance and can have a negative effect on your confidence, which ultimately leads to losing opportunities.
    • It can be a costly experience that is rendered pointless if you do not like the end result. Because every consultant is unique, with unique styles and processes, changing consultants might harm your style and image.

    How to hire the right Image Consultant?

    Following are some steps that you can follow to make sure to hire the right image consultant for your needs:

    • Determine which solution you absolutely require. Do you need assistance with your look, outfit, or anything else? You can only engage the correct expert for the task if you are precise about your demands and expectations.
    • Make a decision about the perfect version you would like to project and how you would like others to see you.
    • Request a referral from friends, especially from someone you believe has had a good makeover.
    • Use a reputable agency with an excellent track record. Carefully select the top three candidates and conduct a face-to-face meeting to evaluate who is the most skilled and appropriate for your goals.
    • Request that they discuss a few of their expertise with you, as this will give you a good understanding of how they operate. Before making a decision, check references, image consulting certification, and qualification. Choose the person you believe will be able to meet your needs and create a change.

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    Conclusion

    Image consulting is in trend nowadays and can help you immensely if you need a makeover and pump up your confidence and create a new image. It can help you learn new etiquette and tips you need to approach new opportunities and make yourself look presentable. It might be tricky to find the right one for you with the right style and choices for you to achieve your looks. Do your research and personally interview your consultants before hiring one for you.

    FAQs

    Why do people need an image consultant?

    An image consultant improves an individual’s self by providing excellent instruction and coaching in areas such as grooming, styling, and other aspects of image enhancement.

    Is Image Consulting a good career?

    There are infinite opportunities and significant earning potential once you’ve been taught and qualified as an Image Consultant and Soft Skills Trainer.

    Who needs an Image Consultant?

    Individuals and businesses alike seek out the services of an Image Consultant, including professionals from various fields such as doctors, lawyers, financial advisors, and others. Politicians and corporate communications professionals are examples of people in the public eye.

    Do you need a degree to be an Image Consultant?

    Although there are no formal education requirements to become an image consultant, there are training courses in marketing, public relations, and image consulting. Experience is an added advantage and helps you attract good offers.

  • Marketing Strategy of Patanjali – How They Utilized People’s Beliefs?

    Patanjali is one of the few brands that make up the very backbone of the Indian consumerist identity. With a bevy of marketing tactics to push its plethora of products, the company has become one of the icons of the Indian economy.

    The privately-owned Indian FMCG Patanjali has a vast audience in India, no matter how young, there is nobody who doesn’t know the brand’s name. Let us take a look at the marketing strategy of Patanjali and how it utilized people’s beliefs as a marketing tool.

    Patanjali – Background and Vision
    Patanjali Today
    Patanjali Marketing Campaigns
    Key Marketing Strategies of Patanjali
    How Patanjali Used Common Beliefs as a Marketing Tool

    Patanjali – Background and Vision

    The 1990s in India saw the floodgates open and the global economy ushered in a new era of consumerism. As international companies and MNCs trickled in and became a deluge, the needs of Indians altered slowly but definitively. The new millennium was flush with international goods, but the people began to clamour for more homemade production. The swadeshi effect gradually spread like wildfire, and companies began to take advantage.

    Onto this scene came Patanjali, an Indian company with a vision that stretched beyond present profit quarters and into the future. Indian yogi Baba Ramdev and Acharya Balkrishna came together in 2006 to create a health and awareness brand that focused on the present needs of the people. The brand was created and heavily relied on the image of using ancient Indian Ayurved ingredients to detoxify both mind and body.

    The main aim of Patanjali is to establish and nurture a society that promotes health first and foremost. Therefore, the brand encourages not only its health and lifestyle goods but also ancient Indian practices like yoga. It aims to create life-changing goods that will help prevent as well as cure acute ailments through ingredients that are 100% natural.

    Patanjali relies not just on the veracity of products but also on Baba Ramdev’s claims of technological imports to get the most from Ayurvedic aid and literature. The brand and its founders use various forms of marketing to promote its products. Many of which have ensured that the company continues to flourish almost 16 years after its conception. Through meticulous brand promotion and successful trade systems, Patanjali seems to be on track to becoming a face brand of India itself.

    Patanjali Today

    Patanjali Ayurved Annual Revenue
    Patanjali Ayurved Annual Revenue

    Today, Patanjali has become an organization worth crores. It is a leading health and wellness brand that competes against the biggest age-old names in operation – Hindustan Unilever, Colgate, Dabur, ITC, Godrej Consumer Products, and more.

    As of 2022, Acharya Balkrishna is the owner of the company with 94% shares under his control. The rest are divided among individual shareholders. As the chairperson, managing director, and chief executive officer, Balakrishna is also a key operator. Baba Ramdev is the face and brand ambassador of Patanjali, while his younger brother Ram Bharat is the de facto CEO. the total income for the financial year 2019 for Patanjali was ₹4,345 crores (US$590 million). With a net income of ₹590 crores (US$80 million) in the fiscal year of 2021, Patanjali has generated a revenue of ₹30,000 crores (US$4.02 billion) in the same year.

    The varied products make up for than 900 items and the organization sells them grouped under the following goods brackets:

    • Ayurvedic medicine
    • Consumer goods
    • Healthcare
    • Personal care
    • Cosmetics
    • Cleaning agents
    • Beverages
    • Fashion
    • Foods items

    With headquarters situated in Haridwar, Uttarakhand, India, Patanjali serves customers mainly in the Indian subcontinent and the Middle East. The brand has over 2,00,000 employees and controls the following subsidiaries:

    • Paridhan
    • Ruchi Soya
    • Herboved
    • Patanjali Renewable Energy Pvt Ltd
    • Advance Navigation and Solar Technologies

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    Patanjali Marketing Campaigns

    When it comes to marketing products, Patanjali uses its brand platform to spread awareness. The question that naturally arises is: how does Patanjali have such a devoted brand following? The answer lies in how popular brands of medicines used for treatments ply in India. The developing country attempts to offer affordable medicines to the socially backward and poverty-ridden majority. However, the elitist privatization of healthcare and extreme costs of life-saving medication does not allow people below the poverty line to access treatments.

    When such a vast avenue for health is closed off, alternative medicines become popular. The most crucial factor that boosts such alternatives is affordability. If alternative forms of medicine are marketed as cheap, over-the-counter, and somewhat trustworthy, people will gravitate towards them. This is where Patanjali uses its trump card to overpower allopathic medication and treatment. It promotes very affordable models of healthcare and ensures that the products are easy to acquire for anyone. Most Indians, no matter their literacy levels, are familiar with Ayurvedic medicines. Despite the lack of concrete results in studies that attempt to prove the adequacy of Ayurveda, the familiarity that people associate with this alternative cure is enough to boost sales.

    Baba Ramdev, through his platform, has helped create an image of the brand that is acceptable and popular, especially for the socially and financially challenged. His association with the brand has helped increase its visibility. Ramdev liberally promotes the Patanjali name in his innumerable yoga camps and shows. Moreover, consumer psychology maintains that the more people get to know the faces behind a company, the more they are likely to remain loyal. Ramdev’s direct communication and interaction with his buyers is a major factor in the brand’s successful image.

    The consumer goods company came just behind the chocolate-making giant Cadbury and skincare line Glow & Lovely (formerly Fair & Lovely) as the most advertised brands on television in India in 2016. Moreover, the expenditure attributed to advertising the products is very low. The brand prefers quantity over quality – its innumerable advertisements, promoting similar products, are testament.

    Costs are also low because of Ramdev’s promotions in yoga camps and reality shows like India’s Best Dramebaaz(sponsored by Patanjali). The camps are excellent sources of high consumer populations. Selling the brand is a matter of simplicity and convenience through Ramdev’s oratorship. Marketing strategist of Patanjali has made their way into the digital space through the internet and eCommerce opportunities.

    Key Marketing Strategies of Patanjali

    Patanjali Ayurved Products
    Patanjali Ayurved Products

    The process of marketing a brand is as crucial as the brand itself, if not more. Without the right sort of marketing, introducing a brand and its products becomes next to impossible. Consumers will not be interested in a product without some brand recognition. Sometimes, the brand exceeds the product (Philips, Godrej, Tata, etc.), and this is the result of excellent marketing strategies.

    The main reason why Patanjali continues to flourish in a market despite millions of obstacles is because of its subtly sophisticated marketing tactics. The marketing team behind the brand is why Patanjali is so widely accepted, especially among certain sections of society. The brand continues to come out on top, despite its weaknesses, scandals, threats, etc., again and again purely because of the way the brand markets itself. Let us take a look at why mainstream society is attracted to Patanjali and what Patanjali does to retain and expand its consumer base.

    The entire foundation of the brand is heavily reliant on the image of a Pre-Lapsarian India, so to speak. The picture is complete with ancient monuments and kings and rulers akin to the image of the gods. The allusion is to the fact that that time, throughout the various eras, was a pure one where health, hygiene, and progress of society were the aim of every individual. Therefore, the goal of the founders is to help the people let go of the burden of the pollution of the mind, body, and soul that the current kalyug (Dark Age) has imposed.

    Patanjali offers to transform and improve people’s health using the natural medicines people used in these times. It uses ayurvedic medicines to treat an extensive list of health problems. The treatments are often marketed for a variety of ailments. The brand has come under fire many times in the past for using incorrect treatments to cure illnesses like claiming yoga can cure HIV/AIDs. However, its marketing department continues to walk in the same direction.

    Baba Ramdev’s expansive yoga exercises are also a part of the Patanjali regiment. The televised events often pair up with the company. Ramdev expounds on the importance of Ayurveda and yoga to relieve the body from diseases, both as a precautionary and a curative solution. Ramdev also claims that yoga is better medicine than any other therapy or prescription for mental health disorders, often demonizing allopathic or psychiatric cures to his followers. These claims remain unsubstantiated. However, the benefits of yoga are what also keeps Ramdev so popular. The majority of his fanbase continues to follow the regimens he prescribes.

    How Patanjali Used Common Beliefs as a Marketing Tool

    One of the most significant means of spreading awareness for the Patanjali brand is a quiet barter that one of the cofounders has undertaken. While the barter system may seem outdated, its usage falls right on track with Patanjali’s principles. The bartering is not a part of the product sale nor is it a branding venture.

    On the contrary, it is a marketing scheme that helps propagate awareness of Patanjali, skewing people’s perceptions and opinions of the brand in its favor. The founders, despite their demand to go back in time to access a more “pure” and “perfect” time in Hindu history, are well aware of modern advantages like great branding. There is no doubt that a company must strive to achieve originality to survive and get ahead of the cut-throat competition. Patanjali’s founders take advantage of certain measures to ensure that the brand stays afloat.

    Baba Ramdev, the face of Patanjali, is well aware of the power of the platform he has tirelessly created over the past 20 odd years or so. His persona as a man with a fitness plan is well known. You will not find many places that have not witnessed the antics of Ramdev’s yogic postures that claim to cure all known ailments. His brand of yoga enmeshes Patanjali’s principles seamlessly, thus making it difficult for consumers to extricate the man from the brand. This, however, is what fuels Ramdev’s agenda.

    More than two decades of yoga performances have nurtured multiple associations, contacts, and deals based on goodwill. Using these means, Patanjali, by extension Baba Ramdev, has created a social platform to spread awareness of the brand. A constant influx of TV commercials, lurid advertisements, newspaper graphics, billboards, various magazines, social media handles, etc. are the weapons Ramdev uses to bring recognition to Patanjali’s products.

    These tools are cunningly crafted to foster and spread the sense of the brand and its offerings.  The goal of Patanjali is to utilize all digital, print, and other platforms available to spread recognition and induce loyalty to the brand by ushering in a sense of familiarity. Patanjali aims to secure the quintessential family demographic. Therefore, it heavily relies on television advertisements over the limited platforms of Google and Facebook ads.

    In exchange for his presence and significant influence among a major demographic in India, Baba Ramdev barters for a wider scope of audience. The type of people who continue to hold on to their television sets in an age of streaming is usually above the age of 30. They are also usually in a more traditional family setting. These are the two targets of Patanjali’s demographics, so the barter system works out well in terms of promotions and brand recognition.

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    Conclusion

    Using human psychology to push for brand recognition is a humongous part of the very identity of Patanjali. It uses people’s beliefs in old Indian ways of treatment to produce goods. With just the right marketing and offers, Patanjali has become a force to be reckoned with, despite its flaws. The co-founders of the company certainly have a long way to go. They must give up their propensity for spreading misinformation and have room for change. Their regressive attitudes can certainly create obstacles. However, as long as Ramdev and the company can hold on to their relevancy, Patanjali will go on.

    FAQs

    When was Patanjali Ayurved founded?

    Patanjali Ayurved was founded in January 2006.

    Who is the owner of Patanjali Ayurved?

    Acharya Balkrishna is the owner of the company with 94% shares under his control.

    Who is the CEO of Patanjali Ayurved?

    Baba Ramdev is the face and brand ambassador of Patanjali, while his younger brother Ram Bharat is the de facto CEO.

    What are some of the subsidiaries of Patanjali Ayurved?

    Ruchi Soya, Advance Navigation and Solar Technologies Pvt. Ltd., and Herboved Inc are the subsidiaries of Patanjali Ayurved.

  • BOFU – Why you should focus on Bottom of Funnel Users?

    No matter what service or product you offer: Well-placed content helps attract customers.

    It makes sense to target those who are ready to buy, especially during the current inflation. After all, the ever-increasing everyday spending is having a detrimental effect on overall buying behavior. Consumers all around the world are beginning to count pennies. BOFU Marketing helps you with this. Because it focuses on people who already have the intention to buy.

    BOFU – What is it?

    The abbreviation BOFU stands for Bottom of Funnel but is also called Lower Funnel Marketing. With this marketing strategy, you focus on consumers who are already advanced in their decision-making. According to the AIDA model, they are at the bottom of the funnel in the sales process – where the “action” takes place. With the BOFU Funnel, you do not focus on the broad masses. The focus is on a very narrow range of interested customers.

    TOFU, MOFU, BOFU – What is the difference?

    Stages of Funnel

    There are different marketing strategies that focus on different areas of the funnel. TOFU, MOFU and BOFU are the most common among them.

    • TOFU: Top of Funnel focuses on all possible prospects.
    • MOFU: In the Middle of Funnel, prospects are aware of their problem or desire. However, they are not yet ready to engage with your offer.
    • BOFU: In the lower funnel, your leads are highly qualified and ready to buy. They may just lack the final incentive.

    What makes BOFU so attractive? BOFU Visitors vs. “Upper Funnel” Visitors

    What makes the Lower Funnel so interesting is that you’re not aiming at generating countless leads. Instead, you focus on prospective buyers only. This area of marketing deserves your full attention – as this is where sales are coming from.

    Which Traffic Sources can be used to get BOFU Visitors?

    Lower Funnel Users look for offers. “Sign up now”, “Claim your discount”, “Book a consultation” or “Get the demo” might be exactly what someone in the lower funnel is looking for.

    Your prospective customers know their problem and know how to solve it – All they’re missing is the right offer.

    Key BOFU traffic sources include:

    • Emails
    • SEO content
    • PPC campaigns such as Facebook and Google Ads
    • Decision aid such as guides, coupons and ranking lists

    Collaboration with Specialized Vendors

    Want to acquire new customers for your lower funnel marketing? Then working with a specialized provider like Intent-Marketing Specialist Compado may be something worth considering.

    Vendors like Compado analyze which people are interested in your offer and recommend it to those exact people. Compado matches attractive offers and brands with the right visitors and thereby puts you in front of prospective customers. The result is that exactly the people who are in the mood to buy become aware of your offer. Working with specialists like Compado may pose a shortcut to identifying BOFU users with a high purchase motivation.

    How Compado works to convert leads at BOFU?
    How Compado works to convert leads at BOFU?

    While Compado is one of the absolute experts in the field of BOFU customer acquisition, their Pay-Per-Customer approach is what really stands out. If Compado presents your brand or offers to their purchase-motivated audiences, they are charging you only in case of success, when a new customer is won.

    How do they do it?

    From rankings of the best products to quizzes to shopping guides, Compado puts content pieces in place that speak directly to the needs of BOFU users. They know better than others what shoppers like to read and consult before their purchase.

    While specialized firms like Compado may be skilled in providing guidance to shoppers that are ready to buy, for many advertisers their go-to destination is advertising giants like Google or Facebook.

    Attracting BOFU Users with Google & Facebook Ads

    For many, marketing via Google Ads and Facebook Ads comes to mind first when thinking about digital customer acquisition. In fact, it gives you a very high number of active users per month and practically unlimited reach. Facebook alone registers 1.4 billion monthly active users. The advantage here is that the interests of users are known in detail thanks to their profiles. That’s why targeted ads work very well here, as long as you make them appealing. Present your ads to people who showed interest in what you offer and cut the line, going straight for purchase-motivated users.

    Next to Facebook Ads, which offers immense reach and targeting capabilities, Google Ads gives you the possibility to advertise on Google’s search engine. You can show your ads to users that have googled certain words, so-called keywords. By specifying what a user has googled before, you can show your offer only to users who are in the market to buy something.

    While working with specialists or with the big advertising players are both proven ways to reach BOFU audiences, there’s things you can do on your own.

    What about Discount Codes?

    Discounts, for example on the first purchase, are a popular strategy to capture the attention of BOFU users. They make your offer even more interesting and help buyers familiarize themselves with your product. Ideally, this creates a long-term relationship that pays off. Of course, demos, free trials or easy-entry products for starters can also help you convince new customers. Once trust has been built, further purchases are much more likely.

    Conclusion

    Make BOFU Users a priority!

    Winning new BOFU visitors is one of the most important tasks in your business – as they convert into sales. Your customer base is fed from the lower funnel. At the same time, you can be sure that this group of prospects is ready to take action.

    To achieve this goal, you can use different methods, from hiring a BOFU specialist, like Compado, to buying your way into BOFU audiences on Facebook and Google Ads.

    Each approach has its advantages and disadvantages. Nevertheless, during the current economy, where every penny counts, your focus should be on buyers. Reach out to those with an intention to buy – BOFU is the way to go.

  • Top 10 Metrics That Matter in Email Marketing

    Email marketing is one of the best marketing techniques in today’s time. However, it needs the best practices in mind to ace the final field of success. If you are willing to donate your time to practice for good, then it is better to use it in creating campaigns, getting control of the small rookie mistakes you make, and optimizing emails to expand working engagement. These are of course the basic steps but also paramount. However, these are not the only strategies that will lead you to success. In this article, we will go through some of the most important metrics that matter in measuring the success of your email marketing strategy.

    However, before you dig too deep into learning the metrics for successful email marketing, you must pen down your goals in this field. Also the first step toward having an idea about your goals and dreams is to know what exactly ‘Email marketing’ is.

    What is Email Marketing?
    Most Important Email Marketing Metrics

    Email Marketing for Beginners 

    What is Email Marketing?

    Number of Email Users Worldwide from 2017 to 2022
    Number of Email Users Worldwide from 2017 to 2022

    Technically, it is an act of sending official information or messages to a concerned team of workers or an individual via email. However, most of the messages are commercial and in this context, for every email you sent to a customer, the whole act becomes a part of email marketing. In simple terms, emails sent for a commercial purpose are considered the act of email marketing.

    Furthermore, email marketing involves sending requests for business, advertisements, soliciting donations, sales divisions, and more. However, the regular change of metrics has no impact on the basic three strategies you need to know before stepping into the world of email marketing that are- trust, loyalty, and brand awareness. These three are probably the most basic foundation to enhance the relationship between a merchant and its customers.

    Most Important Email Marketing Metrics

    The metrics used in email marketing keep on changing from time to time. So it is always better to stay up-to-date with the marketing policies, and trends, and then pen down the strategies for one’s business. The following are some of the most important metrics of email marketing:

    Conversion Rate

    The first metric on the list is conversion rate. This rate refers to the percentage of people who not only opened your email but also performed the desired action. This is considered as the most important amongst all as this metric is what really defines the ultimate goal of any email marketing campaign. It is usually suggested that a conversion rate should stay above 2% in order to ensure the effectiveness of a campaign.

    Click-Through Rate (CTR)

    Email Click-Through Rate as per Days of the Week
    Email Click-Through Rate as per Days of the Week

    Every time you are sending an email to your subscribed customers, try to insert CTR to link them with the concerned website with just a touch. The easier you make it for the customers to visit your main page, the higher traffic you will receive within a few days. Moreover, CTR is a very common type of metric that measures customer traffic to your site or the number of people who clicked on the links that are present in your email list. Therefore, if your goal is to expand the effects of your email marketing across the world, it’s time to boost your CTR. Moreover, it is always better to add attractive one-liners under or above the links to convince the customers to visit the link.

    Bounce Rate

    Do you know what is the most common nightmare in the case of email marketing? When you send an email to your customers and it doesn’t get delivered. Well, this might be due to casualties from your side or a technical glitch. But this is something you should keep a check on whenever you send a business email. You must be wondering how is this possible, well that is what bounce rates are for! Generally, it keeps a count of how many applied email addresses did not receive your email.

    If your email contains hard bounces then it may imply that your email is full of spam stuff. So, when the bounce rate is low, it means that your emails are of good quality and when the bounce rate is high, that indicates poor quality emails. Therefore, bounce rate is one of the most important email marketing metric.

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    The Return on Investment (ROI)

    Spending efforts on those subscribed customers who are of no benefit to your finance must be eliminated. Stop wasting your money on ineffective campaigns that bring no good to your business. So here comes another important metric for email marketing. This metric is extremely important as it helps you to know the returns you are getting on your campaign investment. Also focus on other metrics like web traffic, clicks, and conversions as it plays a very important role in tracking the ROI of a concerned email.

    Open Rate

    Email Open Rate as per Dyas of the Week
    Email Open Rate as per Dyas of the Week

    Whenever you are searching for the best metrics to make your email marketing reach to the best heights, your open rate is what you must focus on. The email open rate is widely influenced by subject line performance. Just remember that if your email campaigns have high open rates then it implies spam-proof content. Make your products and advertisements more appealing so that it brings home benefits after the first launch. You must be thinking that how to calculate the email open rate. Well, you can do this with the help of the formula- Divide the number of emails read by the total number of emails sent. And then multiply the resultant by 100 and here you get the answer!

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    Spam Complaint

    Replay your mind through the spam folder while you are calculating the email metrics. You must know that the customers have the authority to report your email as soon as they find something weird or suspicious. Spam attacks are quite common in emails. Therefore, you must keep a note of spam complaints. Also, keep in mind that if you get a spam-compliant rate of 0.01% then it is quite good whereas 0.05% is wrong for your business. To calculate this, you can use the formula- Divide the number of complaints you received by the total number of emails sent. The number you get, multiply it by 100 and you have got your answer.

    Unique Click Rate

    There are a lot of email metrics which include click rates from various sections and a unique click rate is one of them. the total number of unique recipient email clicks divided by the number of emails delivered in the campaign is what the unique click rate defines. For example, suppose you have sent three links in an email to someone. If the person clicks on all three then he scores you three clicks with one unique click. Moreover, a higher unique click rate implies to clear CTR which is good.

    Domain Open Rate

    This type of rate ensures the number of people who showed interest in your emails under a particular email provider. This metric is super useful as it will help you to any issues happening due to any domain’s spam filter. Therefore, all you have to do is to calculate the average click rate among the providers and then compare it with other individual providers and that is how this Domain Click Rate works.

    Engagement Rate

    Another important metric in email marketing is the engagement rate. This means tracking when and how much does your customers engage with your email marketing campaign. This enables you to know the time and days when your emails are receiving a maximum reaction from your customers. Therefore, it will help you to know the right time to send the right emails to the right people.

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    Unsubscribe Rate

    When you are running a campaign, of course, you don’t want the people to unsubscribe from your marketing campaign in the middle. The number of unsubscribes is a huge element of weakness and also a motivation. Well, a higher rate of unsubscribes has always been a turn-off. On the positive side, this makes a good impression on customers about your brand as you are giving the customers the opportunity to subscribe to or unsubscribe to the emails of their own choice.

    This email marketing strategy convinces your customers to have faith in your marketing strategy and the way you treat them. It is an extremely important metric of email marketing that you can check easily on your metrics dashboard.

    Conclusion

    Therefore the above-mentioned are the top email marketing metrics every email marketer focus on to get success. All these can bring a huge positive change to your metrics dashboard. Email marketing does hold a lot of power in bringing change in the technical world. Therefore you need to memorize and work on the best metrics or strategies to manage your email marketing.

    FAQs

    What is email marketing?

    Email marketing is a marketing technique in which emails are sent for commercial purposes to target specific customers.

    What is the most important metrics in email marketing?

    The following are the most important metrics in email marketing:

    • Conversion Rate
    • Open Rate
    • Click-through Rate
    • Bounce Rate
    • Number of Unsubscribes
    • Domain Open Rate
    • ROI

    What is the most common marketing metric?

    The most common and important marketing metric is Return on Investment (ROI). This is the most common as it ultimately determines the success and failure of the efforts one is putting into their marketing strategies.

  • MINISO Marketing Strategy That Makes for Its Mega Success

    Nobody could have ever predicted that China would experience another period of rapid economic boom. Similar to how Toyoko dominated the automotive industry, a brand that has been reigning the consumers for more than 6 years by offering a variety of goods and services is MINISO. It was founded by Chinese entrepreneur Ye Guofu in 2013, and the company was inspired by Japanese design-led lifestyle products. Since 2017, a Chinese-retail chain, Miniso has accounted for a major share of the consumer market.

    By earning customers’ trust and catering to their preferences in many countries, Miniso has experienced tremendous success in the market owning more than 5000 stores across the world. Miniso instantly gained fame for producing ingenious, cost-effective, and low-priced goods. We all adore small consumer goods that are both practical and appealing, right? For instance, Miniso has developed a remarkable technique for producing facemasks that effectively puts the compressed facemasks into a bowl of water and waits for it to expand. In this context, we may say that Miniso, a Chinese company, has been manufacturing design-led lifestyle products that are secure, cost-effective, stylish, trendy, and simple to use.

    In this article, we will go through the marketing strategies that made Miniso a renowned brand throughout the world.

    Marketing Strategies of MINISO

    Unique Features of MINISO’s Marketing Strategy
    STP of MINISO
    Most Popular MINISO Campaign
    MINISO’s Covid19 Marketing Strategy

    Where MINISO Makes Its Money? 2020
    Where MINISO Makes Its Money? 2020

    Marketing Strategies of MINISO

    Miniso is a popular Chinese company that has stores all around the world. It is probably the first name to pop up in people’s heads whenever someone thinks of buying beautiful-looking stuff on a budget. It is because of the brand’s amazing marketing strategies that make it a popular name among everyone. The following are the key marketing strategies of Miniso:

    Market Entry Strategy

    Miniso undoubtedly offers the best product and customer experiences because it has explored the international markets and launched more than 5000 stores in the US, Canada, South Korea, India, UAE, Hong Kong, and many other countries. As mentioned before, Miniso emphasizes products with appealing appearances, reasonable prices, and high quality to meet customers’ specifications. Furtherly, Miniso’s business strategy is known as “Three Highs, Three Lows,” where “Three Lows” refers to low prices based on low costs and low margins whereas “Three Highs” refers to higher efficiency, higher technology, and higher product quality.

    Communication Strategy

    Miniso is considered a fast fashion brand, which combines trend and leisure in its product, and prioritizes creativity, high quality, low price, and safety of the product. Miniso communicates or launches any new product through social media platforms. For instance, Miniso created Hashtags like #LoveLifeLoveMiniso, #MinisoLife, and #MinisoIndia to advertise its products. All this contributes to mass-media advancements, word-of-mouth referrals, and sales promotion and also makes people aware of its product and services.

    Intensive Management Strategy

    Applying the model ‘Three Highs Three Lows’, Miniso never fails to amuse us with its Intensive Management, where the interior decoration style of the store is modest and unique, American colour palette, product presentation, it’s shelving, making it difficult for the customers to walk away with empty hands.

    Product Design

    One of the greatest strategies of Miniso lies in its product design. Miniso never fails to offer high-quality appealing products at affordable prices. Most of the brand’s designers are Japanese who make the products so appealing that it becomes hard for the customers to not make any purchase from them.

    Brand Strategy

    MINISO Partners With MARVEL and Hello Kitty - MINISO Brand Strategy
    MINISO Partners With MARVEL and Hello Kitty – MINISO Brand Strategy

    From food & beverages, cosmetics, health & beauty, clothing, household goods, digital products, daily life products, to fashion accessories, the Chinese brand has been earning profit through selling its wide range of products all over the world at low cost and proposing new products regularly. Moreover, Miniso collaborates with other renowned brands, such as Hello Kitty, and Marvel Studio so the fans out there would love to have products if Iron man is in them. Miniso’s brand strategy is based on the choices of the customer and aims to entice the widest range of middle-class customers.

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    Unique Features of MINISO’s Marketing Strategy

    The following are the unique features of Miniso’s marketing strategy that makes it stand out:

    In-Store Experience

    Miniso perfectly identifies and meets this unspoken need. Shelves serve as marketing communication, and the American colour scheme provided by the brand, makes one want to make a purchase immediately. When you add in the brand’s stunning decorations, it becomes pretty much unavoidable to leave their store.

    Smart Collaboration

    Synergy always results from partnering with another profitable organization. By working with brands like The Pink Panther, Hello Kitty, and Marvel Studios, Miniso demonstrated this in person. Before the publication of Avengers Endgame, one must have observed how popular its commodities were and Miniso did not miss to take advantage of it.

    Giveaways and Contests

    MINISO India Holi Giveaway
    MINISO India Holi Giveaway

    Free things are always the best way to draw people’s attention regardless of how big or small they are. Everyone loves getting things for nothing. Even if they might never use the free goods, they still desire them, regardless of how essential it is. So, to take advantage of this fact, Miniso regularly conducts contests and giveaways for the customers.

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    Endorsements and Influencer Marketing

    Products promoted by prominent personalities are frequently adored by consumers. We are more inclined to make a purchase when it is promoted by our favoured celebs and is within our price range. When everyone desired the popular Marvel drinks, attractive coin purses, and AirPods cases, the brand’s popularity skyrocketed.

    Psychological Marketing

    Miniso maintains its prices at Rs. 99 or Rs. 249 and tailors the beauty products by incorporating sun signs, adorable customized notes, and colour chord progressions. This helps the brand create a connection with the customers. People are encouraged to spend longer time in the store due to the lively ambience, attentive floor staff, and Billboard Top 50 songs streaming in the background.

    Campaigns

    Another unique feature of Miniso’s marketing strategy is its appealing campaigns on social media. With promotions like #ShowMinisoColour on Holi, it inspires customers to take photos of all the colourful Miniso merchandise they have purchased. People were urged to reflect on their personalities and use colour to express them. Miniso created its shopper personas and infused them with advertising effectiveness techniques. Additionally, it leveraged the pandemic scenario to rally its fans on social media, using hashtags like #WeWillGetThroughThisTogether to uplift people’s life force with their acquisition.

    STP of MINISO

    Segmentation

    Previously stated that Miniso frames its marketing strategies according to the choices of customers. Generally, Miniso focuses on the age group of 15-35 years old and impose restriction on the use in the hands of children as it contains plastic and Miniso’s psychographic is based on middle-class customers.

    Targeting

    The key demographic for Miniso are homemakers who require uniquely designed goods and services. It concentrates on homewares and consumer goods that offer excellent value at affordable prices.

    Positioning

    The positioning of product differences is the foundation of MINISO’s marketing strategy. Miniso demonstrates creativity and is renowned for its unique and fashionable items of high quality at reasonable prices. It is presented as a fast-fashion brand.

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    MINISO #Love2gether Campaign

    Love2gether

    On March 22, 2022, the international lifestyle store celebrated the conclusion of its MINI bus global tour and #love2gether campaign. The programme which promoted love and unity throughout the world involved 100,000 consumers from nine different nations. The #love2gether campaign by MINISO, which went live on February 22, uses social media to spread a theme of happiness and harmony. The label MINISO flagship shop in Soho, New York City, was the starting point for the MINI Bus, which travelled to Mexico, Italy, Spain, Australia, Indonesia, Vietnam, Thailand, and the United Arab Emirates, among other places. The bus travelled to famous locations all around the globe in a 30-day period.

    On March 28, about 100,000 customers visited physical MINISO stores to leave greetings. People also posted online content with the hashtag #love2gether which amassed more than 3 million likes. Every experience was customized by MINISO to meet the needs of various markets, from influencer relationships to the layout and transit of the MINI Bus.

    The MINI Bus in Naples, Italy, was encased in a vintage design that reflected the distinctive aesthetic identity and rich history of the city. For the big finale of the MINIBus global tour and the #love2gether marketing in the UAE, MINISO lighted up the iconic Ain Dubai. The worldwide retail network of MINISO is also responsible for the camp’s triumph. By the end of 2021, MINISO had established 5,045 retail locations across 100 nations, bringing happiness to all lands. Since MINISO Plushie Day was established, this is the organization’s first significant advertising effort. MINISO promoted a message of hope and brought additional energy throughout the Covid period.

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    MINISO’s Covid19 Marketing Strategy

    A Winning Couple in MINISO USA for the #LoveWithoutDistance Campaign
    A Winning Couple in MINISO USA for the #LoveWithoutDistance Campaign

    A secret $100 MINISO gift package will be delivered to the recipients’ loved ones on Valentine’s Day in 2021 as part of MINISO’s #LoveWithoutDistance Campaign, which it launched on Instagram and selected 100 heartwarming love tales from people divided by COVID-19 lockdowns. The successful contestants received a thoughtfully packaged personalized gift box that could be scooped up at their nearby MINISO location.

    This helped them enjoy a challenging Valentine’s Day in 2021 and echoed the brand’s purpose of encouraging us all to appreciate life’s little wonders. 100 MINISO prize packages were sent to finalists from 16 different countries as part of the campaign, which involved over 11,000 participants worldwide. Over 930,000 people worldwide had been contacted by the campaign. With a sum of 545 comments and 28,791 likes, the campaign also garnered strong organic involvement on Instagram.

    Conclusion

    MINISO is a global brand that specializes in various products like cosmetics, personal care, toys, stationary, and more. The brand’s stores in various countries are what makes it the most appealing among the customers. Thus, MINISO’s product design, in-store experience, social media campaigns, brand strategy and overall marketing strategy are responsible for making it a renowned brand throughout the world.

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    List of the Best Laptops in India for Office and Personal use

    List of the Best Laptops in India for Office and Personal use

    The List has been curated keeping in mind the requirements for a professional/student which are Performance, Display, Operating system, Design, Ports & Connectivity. So what you are waiting for? Check the list now to find the perfect laptop for yourself.

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    FAQs

    What is MINISO famous for?

    MINISO is famous for offering a wide range of appealing household goods, cosmetics, toys, stationary and more at reasonable prices.

    Who are the competitors of MINISO?

    UNIQLO, MUJI, and MUMUSO are the top competitors of MINISO.

    Is MINISO a Japanese or Chinese brand?

    MINISO is a Chinese brand, however, its products are mostly influenced by Japanese design.

  • Dettol Marketing Strategy | What Drove Dettol’s Success in the Indian Market?

    The saying ‘Hygiene is two-thirds of health’ holds great importance in life as hygiene is one of the most important basic human needs. Since the outbreak of covid-19, we are obliged to wash our hands regularly to prevent the spreading of the virus all around. Well, you may be thinking that using a regular soap would cleanse the germs in one wash, right? But you are wrong about it because regular soaps don’t contain any antibacterial chemicals, whereas a hand wash liquid or disinfectant gel does.

    So, to ensure this someone has to take the job of manufacturing antibacterial chemicals in products. Well, that’s Reckitt, a multinational UK-based consumer goods industry is a leading company in the manufacturing of disinfectant products all over the world. Reckitt & Sons are well-known for working towards the provision of disinfectant products for a cleaner and healthier world by launching Dettol, Harpic, Vanish, Cillit Band and Lysol, ultimately owning a net worth of around 56 Billion USD and becoming one of the world’s largest household products companies.

    Among all of these brands, Dettol showed great growth during the pandemic. However, even before the pandemic, Dettol is known to be a tried and trusted household brand for many. This is because of its great products, pricing, and most importantly its marketing strategies. No brand can flourish well in the absence of the right marketing strategies. In this article, we will go through Dettol’s marketing strategy that makes it the most trusted hygiene brand.

    Marketing Strategies of Dettol

    Unique Features of Dettol’s Marketing Strategy
    STP of Dettol
    Dettol’s Marketing Campaigns
    Dettol’s Covid-19 Marketing Strategy

    Market Growth Rate of Hand Hygiene Products in India (2018-2022)
    Market Growth Rate of Hand Hygiene Products in India (2018-2022)

    Marketing Strategies of Dettol

    Dettol is one of the most popular and trusted antiseptic and hygiene brands. Almost every household has a strong faith in this brand when it comes to hygiene. The following are the key marketing strategies of Dettol that make it a household name in the hygiene category:

    Product Strategy

    Dettol is one of the largest brands in selling & distributing antiseptic solutions in the form of Dettol Antiseptic Liquid, Soap, Hand Wash, and Dettol Surface Cleaning. One of the original products branded by Dettol is Antiseptic Liquid which is highly recommended as a first aid toolkit necessity. The brand offers various other products like hand sanitisers, shaving cream, dishwashing liquids, etc. This product strategy to provide different kinds of products on a budget under one name with the claim to kill 99.9% of germs proves to be great for Dettol’s success.

    Price Strategy

    One of the key marketing strategies of Dettol is a great pricing strategy that uses varied pricing. As I mentioned earlier, Dettol offers budget-friendly products that use the valued price method in which the customer gets the best value for the product purchased.  For instance, Dettol Anitspectic 550ML costs INR 194 and 1Liter is priced at INR 330 in India. Its pricing strategy is to offer its products in different sizes and prices to suit different categories of people.

    Promotion and Advertising Strategy

    Dettol’s Celeb TVC

    Dettol contributes a great share of its profits towards its brand promotions and advertisements. It is known to advertise its products through campaigns, radio, TV ads, print ads, and so on. The brand is known to develop a strong connection with the customers with its blogs, surveys, social media channels, and different campaigns. Dettol also indulges itself in celebrity promotions to strengthen its image among its customers.

    Selling & Distribution Strategy

    Dettol products are available in over 120 countries. The company sells its products to distributors who in turn sell them to wholesalers and retailers. In the case of bulk order, the company use a direct channel distribution strategy, by delivering the products to the customer.  

    Thus, Dettol opts for an amazing selling and distribution strategy by offering its products everywhere including local general and medical stores, malls, and also over different eCommerce platforms.

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    Unique Features of Dettol’s Marketing Strategy

    The following are some of the unique features of Dettol’s marketing strategies that make it stand out from the rest:

    Brand Equity

    Consumers perceive Dettol as authoritative as being somehow reliable and adaptable and ensuring coverage from germs, according to brand image data analysis. Dettol’s equity on bacteria safeguarding has continued to remain very potent. It’s been compared to a soldier that shields them from the dirty and unsanitary physical realm.

    When a brand is used, the user experiences a wide range of emotions. The brand conjures up favourable pictures and thoughts, from reassuring customers that their families are safe and secure and also giving mothers the satisfaction of knowing they have done everything in their power to protect their children from germs.

    BCG Matrix

    Dettol BCG Matrix
    Dettol BCG Matrix

    BCG Matrix is a growth-share matrix that is used to analyse different products of a company. The matrix divides the products into four categories. These are the star products, cash cows, dogs, and question marks. Star products indicate high growth and high market share; cash cows have low growth but high market share; dogs have low growth and a low market share; question marks have high growth but low market share.

    For Dettol, its liquid hand wash is the stars, the antiseptic liquid is its cash cows, band-aids are the dogs, and products like soap bars, shaving cream, and wipes are its question marks because of less demand among the customers.

    Competitive Analysis

    Another unique feature of Dettol’s marketing strategy is competitive analysis. Dettol can reach a broad market across multiple sectors because of its presence in several product categories and the enormous network of RB. They also dominate certain markets, such as those for antiseptic liquid and liquid hand soap, but some of their market segments, such as those for wipes, kitchen gel, and shaving cream, are performing relatively poor due to the competition from numerous local and international giants, including HUL, P&G, Dabur, and many others.

    Market Analysis

    Presently, several manufacturers’ offers can be found in the sanitation marketplace. People are becoming more environmentally conscious as wealth and education levels rise, providing these businesses with a chance to grow their target market. Keeping this in view, another unique feature of Dettol’s marketing strategy is that it always conducts market analysis to stay ahead in the race.

    Customer Analysis

    Dettol’s customer analysis allows it to consider all groups of people irrespective of age, gender, or financial status. This is because everybody does need antiseptics, and since Dettol has been on the market for many years and has performed admirably, consumers have absolute confidence in the brand.

    STP of Dettol

    Segmentation

    Dettol uses Demographic segmentation in terms of age, social status, behaviour, gender, income level, and occupation. In simple terms, any person of any age can take the advantage of Dettol products.

    Targeting

    From the young ones to the old ones, every generation contributes to the targeted customers of Dettol to increase the usage rate.

    Positioning

    Everyone looks out for hygienic products whenever they encounter the spread of any viruses. Thereby Dettol emphasis on its core brand positioning as an antiseptic which protects people from 99.9% of germs.

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    Dettol’s Marketing Campaigns

    Dettol’s Most Recent Campaigns

    Dettol has released an advertisement clip as part of the #showercool campaign that highlights the USP of its soap, Dettol Intense Cool. The company has also teamed with Rajasthan Royals, an IPL team, as its official cooling partner for IPL 2022.

    Dettol’s Viral Campaign

    Although the lockdown measures continue to relax, the Dettol campaign on individuals returning to the workplace became viral for the wrong reasons. The advertisement tries to explain parts of office life that people may be missing out on because they work from home. However, the advertisement instantly drew harsh reactions from commuters for comparing going back to work to seeing your second family. The government had been organizing a press partnership campaign to explore a range of themes related to the coronavirus response, and soon the officials clarified that there had never been a “return to work” campaign.

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    Dettol’s Covid-19 Marketing Strategy

    Dettol's Tribute to Covid-19 Warriors
    Dettol’s Tribute to Covid-19 Warriors

    Due to the resurgence in the use of sanitation and health goods, Dettol has established itself as the market leader in India’s soap sector. According to RB’s most recent statement, the company currently controls 14% of the local soap market.

    “For the first time in its history, Dettol, as a tribute to covid-19 warriors, replaced its iconic logo with an image of a Covid protector along with the ‘protector’s’ inspiring story,” the company said on the launch of ‘Dettol Salute Campaign’. This was a great marketing strategy that the brand opted for during the pandemic.

    Dettol Banega Swasth India (DBSI) also launched Swachh Bharat Swasth Bharat Yatra to create awareness regarding health and hygiene among the people by conducting nukkad nataks across the ghats of Varanasi.

    In addition to increased awareness of hygiene precautions, which has increased utilization of hygiene goods, effective and efficient supply chain administration during the crackdown assisted Dettol’s business. Dettol and other etiquette goods like Lysol and Harpic account for more than 60% of the company’s Indian sales.

    It employed the ad firm Dentsu X in January to give it more traction. To take advantage of TikTok’s viewership, RB inaugurated the Dettol India #handwashchallenge campaign in April. According to the company, the campaign received 125 billion views. Additionally, it has partnered with AIIMS to support pertinent research initiatives on cleanliness and other non-pharmaceutical things.

    Conclusion

    Dettol is one of the most popular household names when it comes to hygiene. All its marketing strategies are responsible for providing it with a competitive edge over other hygiene brands. Its product, pricing, promotions, and selling strategies are amazing and compliments its brand name. Thus, Dettol’s marketing strategy is a great combination of building a strong brand image and ensuring customer satisfaction at the same time.

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    FAQs

    Why is Dettol so successful?

    Dettol is successful because it offers a range of quality products that suits the needs of every household at affordable prices. Moreover, being a tried and tested brand, it has developed a strong trust among customers that makes people buy it over other brands.

    Who is the owner of Dettol?

    Reckitt Benckiser, one of the world’s largest household products companies is the owner of Dettol.

    What is the unique selling proposition of Dettol?

    Dettol’s unique selling proposition is the provision of germs protection in its products like the antiseptic liquid, hand wash, soaps, and shaving cream.

  • Top 10 Strategies for Omnichannel Marketing

    It is very much important for a company to manage all its marketing sources as a whole. The Omnichannel refers to brand interaction with its potential leads across various online and offline channels (such as social media, mobile, stores, etc.) intending to provide a seamless and consistent shopping experience throughout the customer’s journey.

    When it comes to the advantages of adopting omnichannel in your business, you could provide a seamless customer experience by giving customers a variety of options for convenient shopping, the ability to contact or shop at any channels for clearing house, and personalized services with closed deals only. This would ultimately increase brand recognition, customer loyalty and engagement, sales and revenue, and lower customer churn.

    What is Omnichannel Marketing?
    Best Omnichannel Marketing Strategies

    Brands Implementing Omnichannel Marketing

    What is Omnichannel Marketing?

    Omnichannel marketing is a business strategy that intends to promote a business on various channels including both online and offline modes.

    In simple terms, an omnichannel is a network that integrates all its business platforms and channels and transmits accurate messages. For instance, if your company is coming up with a  new product launch, offers, or advertising other business merchandise, you can share content and information about the message on social media platforms, websites, physical stores, and mobile devices, managed by your business.

    Share of Retailers who have Optimized Customer Journeys by Omnichannel Service Worldwide 2020
    Share of Retailers who have Optimized Customer Journeys by Omnichannel Service Worldwide 2020

    Best Omnichannel Marketing Strategies

    Nowadays, customers have more control over the buying process than they used to have before and omnichannel marketing simply intends to offer a seamless experience to the customers throughout their buying journey. The following are the top 10 omnichannel marketing strategies that will help you gain the best possible results for your business:

    Customer Journey Mapping

    One of the most important omnichannel marketing strategies is to map the journey of customers. Omnichannel is regarded as the best and most advantageous marketing strategy because it focuses more on the customer experience than it does on products and services. Businesses can easily post messages on various channels without any hassles and look after customer engagement at each stage of the user’s journey. Additionally, an omnichannel strategy promotes potential customers to continue around for a long time, which increases customer lifetime value by effectively focusing on that specific customer segment.

    Data Analysis

    A data-centric strategy is a key to omnichannel marketing, allowing you to learn more about your customers’ interest in your business, examining audience segmentation data such as their demographics, profiles, search data, and psychographic segmentation. Top-tier businesses use customer relationship management (CRM) software to gather information. Thus, using omnichannel marketing targets potential leads after studying a customer’s data and engaging with them across all channels.

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    Target Market Segmentation

    Omnichannel marketing can do wonders when implemented in the right manner. So, in order to achieve the best results, an important strategy is to target the right audience and their proper segmentation. One can create segments on a different basis like location, shopping behaviour, level of interaction, etc. One can also take advantage of automation to send messages to the target audience at the right time.

    Customer Care

    Correct customer assistance should not resemble a sales presentation. Consistency and comfort should always be prioritized in customer service interactions. Keep in mind that dealing with client complaints is a huge part of doing business. Your automated systems and channels should provide easy-to-use help options. System integration issues with your Omnichannel strategy are just as dire.  As a part of your customer service solutions, add live chat alternatives to your eCommerce websites and check that there is enough information available online. Some of the crucial pointers to improve customer service operations include:

    • Become more responsive on social media.
    • Help with live chat.
    • Automated emails.

    Focus On Customer Security

    Customers place high importance on the security of their data and payments, especially when that data is shared across large omnichannel networks. Every touchpoint is vulnerable to a diverse set of threats since there are many pathways, which means many weak spots. At every stage of a transaction, the risk of security breaches can be reduced by using a single platform through which all channels pass. Innovative security capabilities in ERP software allow it to evaluate consumer and business data as well as track every channel in real-time for unusual activity or other risks.

    Seamless Payment

    Issues with payments usually arise in the area of digital marketing. Use the appropriate payment gateways to prevent upsetting your customers. This takes into account the interval between the customer’s online order and actual store pickup.

    Equal Focus on Both Digital and Non-digital Channels

    Numerous businesses consider TV, radio, mail, and other analogue channels to be outdated mediums, but they might want to give them another look. This is because millennials say they are more interested in printed catalogues than customers have been for decades. A decent return may be achieved with well-target catalogue marketing. A great technique to reach a variety of demographics in omnichannel marketing is by publishing digital and print copies of a catalogue.

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    Determine the Strengths and Weaknesses of Each Channel

    Another important strategy for implementing omnichannel marketing is to determine the strengths and weaknesses of each channel being used. Consider how advertising your products on social media can help customers buy more quickly over the phone or during a convenient conversation than they could do through limited-featured platforms like apps. Connect with your leads using a simple and pragmatic network channel, which has a good effect on your customer service strategy and eventually helps you turn leads into customers.

    Invest in the Right Technology and Focus On Mobile-Friendly Users

    The technological infrastructure that is currently in place frequently lacks the capabilities necessary for an efficient omnichannel approach. To ensure that decision-makers, chain managers and workers, retail staff, and customers are all working with the same information, businesses must be able to organise and monitor data from every channel. Make sure you can also analyse data acquired from various channels and create precise forecasts and what-if scenarios. Thus, another important strategy is to focus on mobile services, as today’s generation is highly dependent on their smartphones.

    Establish Trust

    In any industry, building a customer’s trust is essential. If they don’t believe in your company or your goods, everything will suffer. When it comes to digital marketing, consistency is crucial. It’s about improving user experience to the point that people can relate to and trust a brand name without thinking about it. Customers will stop trusting you if you cannot provide effective customer service to them.

    Brands Implementing Omnichannel Marketing

    Popular Brands Implementing Omnichannel Marketing
    Popular Brands Implementing Omnichannel Marketing

    There are several popular brands that have established a strong brand identity for themselves with the help of omnichannel marketing. Some of the prominent names include:

    Conclusion

    The way businesses operate has changed. It has been a groundbreaking marketing concept to use the internet to advertise businesses and goods. It’s crucial to maintain face-to-face and digital interactions, as well as a cohesive brand identity and user experience. The goal of omnichannel marketing is to achieve just that. A transition from a channel-centric strategy to a framework focused on the consumer is necessary to develop an omnichannel strategy. We hope that the ideas we’ve covered in this post about Omnichannel marketing will be helpful to you as you promote your business.

    FAQs

    What is an omnichannel marketing strategy?

    Omnichannel marketing strategy simply refers to the use of a combination of various channels (physical and digital) for customer interaction in order to create a strong brand presence.

    Is Starbucks an omni channel?

    Starbucks is one of the greatest examples of brands that have nailed the game of omnichannel marketing through its Rewards App.

    Why do consumers want omnichannel?

    Consumers prefer omnichannel because it helps them connect their in-store experiences with the digital market. For example- some people still do not trust online shopping so they prefer buying stuff from the store which they saw online.

  • How Entrepreneurs Market to Audience in Tier 2 & Tier 3 Cities – A Case Study

    A wise man once said – ‘Good Marketing makes the company look smart, whereas Great Marketing makes the customers feel smart’.

    Yes, the customers are definitely going smarter by the day, and all of this is not just led by the technological advancements and innovations that we are seeing globally, today’s industries, entrepreneurs and marketers also play a significant hand in it.

    One of the best examples is India itself, which is the next big thing in terms of startups and entrepreneurs, who are growing each day, and that too with the aim of gearing the country ahead in the global canvas.

    Entrepreneurship in India today is no longer a myth. According to the Global Entrepreneurship Monitor (GEM) India Report (21-22) entrepreneurship in India has noticeably expanded in the past few years. The Total Entrepreneurial Activity rate, which is the percentage of the adults who are starting up with or running a new business has increased from 5.3% in 2020 to 14.4% in 2021.

    The Growing Penetration in Tier 2 and Tier 3 Markets!
    Why are the Startups and Entrepreneurs choosing Tier 2 and Tier 3 Markets of India?
    Advantages of Tier 2 and Tier 3 Cities with Growing Startups and Entrepreneurs’ Focus on Them:

    Amit Nigam – COO & Executive Director, BANKIT
    Shalabh Upadhyay – Founder & CEO, NEWJ (New Emerging World of Journalism)
    Sanjay Tiwari – Co-founder, 21CC Education
    Sudha Anand – Founder, Swaas
    Krishna Murthy – Founder of Teach My Lesson
    Shivram Choudhary – Founder, Codevidhya
    Amit Agarwal – Founder & CEO, OckyPocky
    Raj N – Founder, Zaggle
    Tanul Mishra – CEO, Afthonia Lab
    Mahadev Srivatsa – VP of Marketing & Brand Strategy, Practically

    The Growing Penetration in Tier 2 and Tier 3 Markets!

    Though the Tier 1 cities of India have always been the regions to pilot for the entrepreneurs and startup founders from across the world, the entrepreneurs of India are not simply satisfied with the penetration in the first-class cities of the country. They are focusing largely on Tier 2, Tier 3 cities, and beyond.

    As per the recent census, India has registered a total of 4000+ towns, and only 8 cities among them are classified as Tier 1. So, it can easily be realised that a considerable section of the Indian population resides in Tier 2, Tier 3 cities and more.

    The IT industry was one of the first to realise the potential of Tier 2 and Tier 3 cities in India. This happened when they found that the Tier 1 cities have reached a saturation point. The startups of India have largely caught up with the changing trends. Besides, being geared up with the new-age Government of India schemes like Digital India, Startup India initiatives, and more, the Indian government has also joined forces with the status and entrepreneurs of today to gift India a golden future that the whole of India can enjoy!

    20% of Indian startups belonged to Tier 2 and Tier 3 cities of India in 2017
    20% of Indian startups belonged to Tier 2 and Tier 3 cities of India in 2017 

    Only 20% of the startups came from the tier 2 and tier 3 cities of India when reported in 2017. This was a growth from 16% of the startups of India, which came from the tier 2 and tier 3 cities of India. These numbers rapidly rose up to become 50%, as per April 2022 reports.  

    The penetration of the Tier 2 and Tier 3 markets today is on a rise holding the hands of the unicorn startups of India and all other budding startups and promising ideators of the country.

    Research conducted in 2019 pointed out that out of over 16,000 startups registered in India then, nearly half of them have their business centres in smaller Indian cities.

    Why are the Startups and Entrepreneurs choosing Tier 2 and Tier 3 Markets of India?

    Numerous industries and startup founders are looking to penetrate the Tier 2 and Tier 3 markets of India because of more than one reason. Some prominent ones are:

    • Growing competition in the Tier 1 cities
    • Lack of employment in Tier 2 and Tier 3 cities
    • Gaining more audiences/customers in these cities
    • Improving the Tier 2 and Tier 3 cities
    • Expand their businesses
    • Affordability in Tier 2 and Tier 3 cities
    • Support of the Indian government to start up in these cities  

    The growth of startups and startup initiatives in these smaller towns in India are not only proving to be effective for the startup founders and entrepreneurs. The Tier 2 and Tier 3 cities are also reaping significant benefits due to the advancements taking place there.

    Advantages of Tier 2 and Tier 3 Cities with Growing Startups and Entrepreneurs’ Focus on Them:

    Some of the major benefits that the Tier 2 and Tier cities of India are enjoying with the improvement of industries and markets for startups and other companies in India are:

    • Upliftment of the standards of living in Tier 2 and Tier 3 cities
    • More income to the people living there
    • Access to quality goods and services
    • Improvement of facilities
    • A reduced movement to the Tier 1 cities
    • A reduced dependency on imports

    It ultimately boils down to the marketers and entrepreneurs of the country, who would actually be there and advance the growth of the industries in Tier 2 and Tier 3 markets of India.

    Here are some of the glimpses of some major companies that includes the Indian unicorns, who have actually proved that the Tier 2, Tier 3 and Tier 4 cities are marketable enough in these modern times:

    DailyHunt

    The business model of DailyHunt largely banks on the sharing of vernacular language content, a majority of which is spoken in tier 2, tier 3 cities, and beyond in India. So, though Dailyhunt is headquartered in a Tier 1 city, Bengaluru, the company focused on the other cities right from the start. Besides, its acquisition of companies like LocalPlay, a hyperlocal platform for video and news content, is also in line with its objective of boosting its hyperlocal presence in Tier 2, Tier 3 and Tier 4 geographies of India along with cementing its present position as a leading local language content discovery platform.

    Moj

    Owned by Mohall Tech and headquartered in Bengaluru, Moj is an Indian video-sharing social networking platform that supports 15+ languages. Much like Dailyhunt, Moj’s business model also revolved around video content sharing in vernacular languages, which itself targetted the cities beyond the Tier 1 cities of India. Furthermore, the banning of the viral Chinese video sharing platform TikTok on June 29, 2020, also played an angel’s hand is lifting the platform up to help India emerge as an Aatmanirbhar country.

    Did you know the downloads of the Moj app crossed 50K in Google Play Store in just 2 days?

    Paytm

    The Vijay Shekhar Sharma-founded fintech company that focuses on UPI payments and other services including banking, eCommerce services and more, is not only known to the Tier 1 cities but is famous beyond them as well.

    Speaking on its penetration in tier 2 and 3 cities of India, Paytm revealed that around 50% of its userbase is from the smaller cities of India – Panipat, Rohtak, Pondicherry, Surat, Ranchi and more. This remarkable feedback that Paytm has pulled up is largely attributable to its multilingual app and the growing demand for easy UPI transactions, which are conveniently done via our phones, irrespective of their types.

    Flipkart

    Walmart-backed Flipkart is a leading ecommerce company, which not only cares for their customers in the Tier 1 cities of India. When last reported on June 17, 2021, Flipkart revealed that over 52% of its customers come from the tier II and beyond cities. This increase in penetration in Tier II, Tier III cities, and beyond has been a combined result of the promising opportunities that these cities have and the zeal to expand the reach of the company.

    Cosmetics and Beauty Products Companies like Sugar Cosmetics, Nykaa and more

    Gone are the days when cosmetics and beauty products and services were restricted to the Tier 1 cities of India. Beauty regimes are now a significant part of the daily routine and vocabulary of millennial women, regardless of where they hail from. With the rapid penetration of smartphones in the smaller cities today, the women in tier 2, tier 3, tier 4 cities, and beyond are not behind even by a step from their Tier 1 counterparts.

    Reports revealed that over 15% of the occasional cosmetic users who belong to the secondary and tertiary cities have tried their first face primers, foundations, BB creams, and more in the past 2-3 years. The online beauty marketplaces like Sugar Cosmetics, Nykaa, and more have a large hand in it though, who have actually made shopping for cosmetics and beauty products, availing of beauty services, and more, easier by bringing them online. The Covid-19 pandemic breakout, along with bringing the great resignation, major recessions, economic breakdowns, layoffs, and more such calamities, has also helped industries and individuals grow in many ways. One of such benevolent effects of the coronavirus pandemic is that it ushered in a new period of work from home where the countries and the working professionals living in them learned about the potential of the internet and were more close to the things happening online. An inclination to purchase cosmetic products also increased this way.

    To know how businesses market to their audience in Tier 2 and Tier 3 cities, StartupTalky reached out to entrepreneurs from diverse fields. Here’s what we got to know about how they market to people in Tier 2 and Tier 3 cities:

    Amit Nigam – COO & Executive Director, BANKIT

    Amit Nigam – COO & Executive Director, BANKIT

    BANKIT tries to reach the tier 2 and tier 3 segment of the audience through retailers who are already familiar with the customer and can reach them more effectively. This helps in overcoming the most common challenge that companies face while reaching consumers in Tier 2/3 areas: Gaining their trust.

    Difference between Tier 1, Tier 2 and Tier 3 audiences – By Entrepreneurs
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    Shalabh Upadhyay – Founder & CEO, NEWJ (New Emerging World of Journalism)

    Shalabh Upadhyay – Founder & CEO, NEWJ

    The future of online media will be defined by those who create content, produce stories in the language which the masses understand. And that’s what we precisely do at NEWJ. Within a short period of two years since inception, we have grown our regional network base to 12 languages (including English and Hindi). Our in-house data capabilities help us build predictive models on the content consumption patterns across social media. Our state-of-the-art tech architecture collates user consumption & computer vision data to derive insights and patterns on how a content piece will perform. This enables us to connect with and market our content effectively.

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    Sanjay Tiwari – Co-founder, 21CC Education

    Sanjay Tiwari – Co-founder, 21CC Education

    These cities are seeing increasing attention and fast infrastructural growth. You now have state-of-the-art warehouses coming up on what used to be farmland. When we create content for these audiences, we use our expertise to explain the process, i.e., what has to be done, along with why it has to be done-why keeping something chilled matters or why a bar code matters, why it’s important to be able to trace something. So you have to explain much more of the context.

    Then there is language to consider that requires a constant feedback loop and intelligent design to ensure that the platform’s UI is flawless and simple without being simplistic.

    Building presence in these markets requires a different approach as growth in awareness may be slow. As mentioned above we’re doing that via distribution partners which may include certain tech companies soon. CSR initiatives on behalf of certain trusted names in the logistics space have also allowed for our outreach to increase in these locations.

    Sudha Anand – Founder, Swaas

    Market to tier 1 , tier 2, tier 3 audiences
    Sudha Anand – Founder, Swaas

    Social media like Facebook and Instagram are the best modes to reach
    to tier 2 & 3 customers, said Sudha Anand, Founder of Swaas.

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    Krishna Murthy – Founder of Teach My Lesson

    Krishna Murthy – Founder of Teach My Lesson

    Here are some of the points highlighted by the Founder of Teach My Lesson:

    • Clearly articulate the value offered in plain terms
    • Price solutions aptly. Price is often the proxy for quality, and solutions priced considerably lower than the benchmark are seen as not trust worthy
    • Leverage locally accomplished individuals to endorse the brand and build credibility. Related to this, use local micro-influencers and not mega influencers.
    • Make customer ratings and review visible and vocal; everyone relies on reviews
    • Deliver on the promise – the customer journey need an enjoyable yet straightforward. Under promising and overdelivering is better than vice versa
    • India is progressing, and customer expectations are high across tiers, ‘Chalta hai’ ab nahi ‘Chalta hai’

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    Shivram Choudhary – Founder, Codevidhya

    Shivram Choudhary – Founder, Codevidhya

    Thankfully, with the advancement of technology, Tier 2 and Tier 3 cities have proper access to the Internet today. With the campaigns that we run and the marketing we perform, it is easier to spread the word to our target audience regardless of their City-tiers.

    Amit Agarwal – Founder & CEO, OckyPocky

    Amit Agarwal – Founder & CEO, OckyPocky

    With regards to the marketing approach in Tier 2 and Tier 3 cities, building local partnerships helps majorly to gain trust but we also focus on digital marketing and content marketing with a vernacular approach to find paying audience.

    Raj N – Founder, Zaggle

    Raj N - Founder, Zaggle
    Raj N – Founder, Zaggle

    Brands need to innovate exclusively for rural consumers because the values and sensitivities of the rural audiences are a stark contrast to that of their urban counterparts.

    Tanul Mishra – CEO, Afthonia Lab

    Tanul Mishra – CEO, Afthonia Lab

    The pandemic has resulted in a lot of changes on the ground. One of the most prominent of these is reverse migration and increased online buying in Tier 2 and 3 cities. On one hand, several kirana stores across cities and towns pivoted online, while on the other, many young professionals and graduates moved back to their towns driving rural consumption and demand. Established players like Flipkart and Amazon, through Samarth and Flipkart Wholesale and Prione respectively, are betting heavily on the rural entrepreneurship story.

    The tier III environment is immensely different from tier I and II and therefore, communication to potential customers requires a specialized and integrated approach. Indian market is very diverse and demands regional connectivity. OTT (Over the top) players like Netflix, Amazon Prime Video, ZEE5, etc., are expected to spend Rs. 150 crore this year. We can see the push that is given by global companies towards local languages to enter the market of Bharat. Similarly, fintech industry is also expected to provide local language support and focus on user interface which is seamless and intuitive to expand its user base.

    Mahadev Srivatsa – VP of Marketing & Brand Strategy, Practically

    Mahadev Srivatsa – VP of Marketing & Brand Strategy, Practically

    Marketing is always audience-led and the strategy has to involve a mix of the best mediums through which one can reach relevant audiences. Considering the emphasis that Indians place on education, keeping respective market nuances aside, the core TG for Practically i.e parents of kids aged 11 to 17 and the kids themselves, exhibit the same need across markets, and that is ‘a need for innovative learning’. To reach out to them, in the COVID era, the most impactful mediums of marketing have been TV and Digital. In pre covid era, BTL activations in such markets have acted as a crucial support to the main campaign. Radio & Print (regional) can also be looked at to effectively drive awareness among these audiences & build credibility. The key is to understand the touch points of your product, study customer journey and effectively strategize marketing for this segment. The correct choice of medium matters the most.

    Conclusion

    From leveraging locally accomplished individuals to personalizing linguistic features, entrepreneurs are leaping well above their grounds to rightly market in Tier 2 and Tier 3 cities. Hope their views gave you an insight into how to market in Tier 2 and Tier 3 cities.

    FAQs

    What are tier 2 and tier 3 cities in India?

    The Tier 1, Tier 2, Tier 3 cities and beyond are simply the classifications of the cities of the country on the basis of development. Hence, the most developed cities in India are the Tier 1 cities, then comes the Tier 2 cities, and so on.

    What are some of the business ideas in tier 2 and tier 3 cities?

    The tier 2 and tier 3 cities are growing with the increased absorption of the internet and the modern initiatives and schemes by the Government of India to improve the cities beyond the first-class cities in India. Here are some of the most promising business ideas for growth in tier 2, tier 3, and more cities of India:

    • Financial firm
    • Advertising company
    • Beauty salon
    • Grocery store
    • Consulting company
    • Real estate business
    • Food delivery company
    • Farms
    • Nurseries
    • Manufacturing units
    • Clothes business
    • Consultation company
    • Logistics company

    What are some of the Indian companies that are focusing on the Tier 2 and Tier 3 cities of India?

    Most of the companies today are focusing on the Tier 2, Tier 3 cities and beyond in India. Some of the most prominent companies that are encouraging customers from Tier 2 and tier 3 cities are Paytm, Moj, Flipkart, Dailyhunt, Nykaa, Sugar Cosmetics, and more.

    Which industries are foraying into tier 2 and tier 3 cities in India?

    There has been an increasing foray into the tier 2 and tier cities in India in the past few years. Some of the major industries that have already entered the tier 2, tier 3, and tier 4 markets in India are:

    • Gaming
    • Fintech
    • Real estate
    • UPI
    • Edtech
    • Entertainment
    • News
    • Fashion
    • Food delivery
    • Logistics
    • Crypto

    How many startups have their reach to the cities beyond the tier 1 cities of India?

    As per the recent survey results, out of all the startups thriving in the country at present, around 50% of them have their reach, their business centres, in the tier 2 cities and beyond in India.