ACE THE SPACE

India, a country with lots and lots of people, from the street of a village to express-way of cities this country is packed with humans and where people exist, their need and want is an evident trait that stays with them. With the need and want, one more idea comes into the picture: the concept of fulfilling those desires with the best of efforts or, in the general term, the idea of, “Marketing”. India is the home of 1.3 billion people, but it is also known as the world’s most diversified country in terms of people, language, taste, preference, region and what not; this diversity makes it too difficult for organisations to formulate their marketing strategy and sustain in this environment of assortment. To be successful in India, a brand needs to be dynamic, adaptive, and flexible with its market tactics and strategy. Some notable brands have overturned the marketing pinwheel and set the record with their approach. Let us look at three prominent brands for their distinctive marketing approach, which helped them to establish themselves as a household name for every Indian.

AMUL

In 1946, established as Gujrat Cooperative Milk Marketing Federation (GCMMF), Amul is India’s most significant milk and milk product manufacturer and seller. The brand is one of the most successful brands in the FMCG industry.

Apart from its quality products, the brand has connected with Indian people by doing something that most businesses refrain from performing, “Stand out for social issues”. Amul has always been vocal for every sort of social event or causes irrespective of their territory with the help of brands’ evergreen Amul girl. By doing this brand pulled out exceptional branding amongst its consumers.

The brand is exceptional in one more marketing method, and that is communication. It has made an emotional connection with people with its interactive content. The brand focused more on bringing its opinion on social issues and events rather than focusing on its products. This strategy of the brand got them massive consumer engagement across all channels and all age groups. Their viral marketing campaigns helped them build an exceptional standard in the market, and over the years, the brand excelled in quality and brand awareness, taking its voice to the young and old likewise.

Asian Paints

Mumbai- based India’s largest and Asia’s third-largest paint manufacturer and seller, “Asian Paints”, established its bastion in Indian territory by focusing on one of the purest emotions and dreams of nations almost all individuals “Home”. The brand successfully humanizes the concept of home amongst the consumer and has come a long way from independence to becoming the market leader overpowering all foreign competitors.

The brand always portraits itself as a consumer-friendly brand up above its industrial product image. The brand brought up an iconic creation of legendary RK Laxman’s “Gattu” as the brand mascot and attracted the nation’s middle-class population. Mascot helped them to gain loyalty amongst the masses that eventually increased their market share and revenue.

After creating brand loyalty, the brand enhanced its consumer-centric approach by humanizing the home concept. The brand came up with its infamous tagline, “Har Ghar Kuch Kahta Hai”, which became an instant hit and influenced people in the home décor space.

Apart from its content marketing and communicative strategy brand, it also initiates an innovative campaign that integrates closely with its various stakeholders such as Painters, Decorators, Architect, and interior designers to provide customized decoration and equipping. All its marketing strategies helped the brand spread across India, and it assisted them to expand over 65 markets globally. Its diverse product portfolio improved the brand to establish itself as the world’s 9th largest paint seller.

Pidilite

Pidilite is the company that produces a couple of unique brands that are the synonyms of all sorts of bonds in India. If you are an Indian, you often hear the phrase “our friendship bond is like Fevicol/Feviquick”, and that is the power of branding. Fevicol an adhesive that is the synonym of its core competency; most Indians do not know what adhesive is. Still, they are aware of “Fevicol”.

The brand has successfully taken over adhesive industries since 1959 and has never looked back ever since. Their initial day’s founders of the brand approached directly carpenters instead of retail stores or distributors for selling the finished goods. This bold plan helped them gain trust and outscore competitors.

Apart from its brilliant selling strategy, Fevicol emerged as a champion brand when it comes to Advertising. The brand has used all sources of communication to gain the share of the heart of Indian residents. From its brilliant graphical content to its infamous taglines to its funny but thoughtful Television advertisement to its content marketing campaigns with social media, the brand excels in all brands communicating strategy and an inspiration for other marketing companies.

The brand has traveled Kareena Kapoor dancing to the tunes “Fevicol Se” to the nation prime minister defining the India-Japan relationship as “Fevicol se Bhi majboot jod”. This is the popularity Fevicol gained with its branding strategy. The two-elephant pulling a ball together with a yellow background always comes to mind when you think about Fevicol.

In recent years, the brand has also vocalized social issues and aware citizens of several problems through its content marketing on various social media channels. It has emerged as a creative genius by showcasing its art on social media and other platforms.

From its “Dum Laga Ke haisha” to its social media content mastery, Fevicol is the prime example of how to formulate a promotional strategy to boost engagement towards the consumer and become a household name in your business market.

There are other brands that are performing significantly well in Indian territory with a “4P” strategy and every day gaining their market share strength to strength. Technological advancement and transformation lead the markets towards a new arena and throw new challenges to the firms every day. Still, ultimately marketing is a way to connect with your consumer and understand their need in no time; as long as organizations do that, they always overpower their competitors. Leaving you all with the famous quote of “Seth Godlin”, I am bidding adieu until next time.

“Marketers make things better by making change happen”.

About the author 

 

 Piyush Ranjan Jha 

(PGDM, IMT Hyderabad)

A constant learner, interested in equity research, business research, and marketing intelligence.