Chhavi Aggarwal

Consumer Loyalty Programs / Customer Loyalty : I was in discussion with 'Loyalty' / 'Engagement' driving professional third party agency a while ago. I am exposed & driving 'Loyalty' / 'Engagement' programs since ages for brands like LG, Toshiba, Hindware & Michelin as a Marketing custodian. But had never delved deep into 'Loyalty' as a word / expression / emotion. During the discussion, I asked a very basic question to myself and the agency - "What is 'Loyalty' ?".....And I reached to an answer myself.... The answer I gave is "Loyalty is 'UNCONDITIONAL' 'ONE WAY' 'LOVE' !"... Agree ? Thoughts please...... #sales #marketing #brand #business #categorymanagement #productplanning #recruitment #manpower #humanresource #staffing #search #selection #consultant #team #culture #jobs #jobsearch #OpenToWork #India #recruitmentprofessionals #headhunter

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Very cogent insights on the intersection of behavioral science and Marketing Science.

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#557..The DNA of an Innovation! One of the key tasks of a Marketer is to dream up new products & services. But how does one go about it? #1. Break the Consumers into cohorts. This usually is done by the price band. Those at the lower end of the purchase spectrum have very different needs then those purchasing premium offers. So if basic car users seek mileage perhaps the luxury car users in India today are fascinated by the sun roof. #2. Overcome Barriers of usage. Deeply understand in what potential consumption moments the consumer does not pick up your product or service? Does he not have a deep enough need? You may not need a Hotstar Subscription but ofcourse you can't miss the Game of Thrones. Is the customer unwilling to Spend? Can you deliver affordable through Sachets like Chik did in shampoos. Is the customer unable to Access the service? Can you offer a loan or take the process offline? We are all aware of the Freemium model of giving something for free, and the charging after the consumer is hooked. #3. Deep dive into the Occasion of usage. In Diageo, most new alcohol innovations emerged out of a 'Bar Trek' we would see what are the new cocktails which are in vogue Smirnoff Ready to Drink beverages and Crown Royal Apple are the prime examples. #4. Study the continuum. Explore the edges of your category. Indian Salted Snacks & Western Chips serve the need. If u want to introduce a Chip in a khakra occasion then Kurkare & Bingo Mad angles emerge Using a Perfume in a Deodrant occasion gives rise to Fogg. Your SIM card can be used for Wifi, that's a Broadband occasion. #5. Use Different Category Reframes : When designing Chocolate Gift Packs, we can look at the way Perfumes & Cosmetics make gift packs for inspiration. Real Estate can plan their projects by looking at the way Automobiles offer the right product fof the right budget. So one way to innovate in your category is to ask yourself how a different category does it? Today a Swiggy or Ola is a great inspiration for an HDFC or Bajaj Finance and so on. What are the other ways of kicking of Innovation that I may have missed? What are those examples that you enjoyed the most? #brandupwithbajaj #innovation #marketing #thepracticalmarketer

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#ThePracticalMarketer by Saurabh Bajaj - Practical Marketer is a treasure trove for marketers looking to dive deep into the Indian competitive market. This book offers valuable insights into marketing strategies for iconic brands, making it an essential guide for budding marketeers. It covers consumer insights, behavior, and purchasing triggers, emphasizing practical and innovative ideas. Highly recommended for those starting their journey in marketing! #MarketingInsights #ConsumerBehavior #PracticalMarketing

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Just landed in Delhi after a fascinating conversation on my flight from Calicut. Eid celebrations must spark interesting encounters! I met Mustafa, a seasoned marketing director in the B2B tech space. We got talking about the usual challenges – cutting through the noise, personalizing outreach, and proving ROI. But then, Mustafa dropped a gem I hadn't heard much about in the Indian B2B landscape: 𝗔𝗰𝗰𝗼𝘂𝗻𝘁-𝗕𝗮𝘀𝗲𝗱 𝗘𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲 (𝗔𝗕𝗫). Now, we're all familiar with Account-Based Marketing (ABM), right? Tailoring campaigns to specific high-value accounts. But ABX takes it a step further. Imagine creating a multi-sensory, immersive experience for your target accounts. Think personalized virtual tours of your product, interactive demos tailored to their specific needs, or even curated content delivered through AR/VR headsets. Mustafa's company is piloting this with a handful of key accounts, and the results are promising. Increased engagement, deeper understanding of the product, and a more emotional connection with the brand. This got me thinking – with India's growing tech adoption, could ABX be the next frontier for B2B marketing? It personalizes the journey beyond just messaging, fostering a memorable brand experience that resonates on a deeper level. What are your thoughts on ABX? Is it a game-changer for the Indian B2B space?

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Woodward’s Gripe Water makes a generational shift to its product & marketing Almost everyone remembers Woodward's as a 100 years legacy brand. And some even think the product has changed little or not at all, all these years.  But today’s consumer has changed. She no longer looks at the legacy of the brand. She will even shun it, if she even remotely connects any brand to her mother’s time.  When we started to work on a new formulation, packaging and communication for Woodward's Gripe Water, we worked on the insight that ‘New Mothers live in a nuclear family and while they do get advise from various people including their friends and family, largely they do their own research. Whether it is choosing a dress or a diaper, today’s mothers insist on knowing everything, before she not just uses it for her baby, but even considering to use it.’    Armed with this insight we created a new Woodward’s that is Gentler, Safer and Tastier, changed the packaging to Royal Blue to symbolise trust and reflect the brand’s wisdom. The new communication holds a mirror to the consumer so she can see herself in the film.    And we made all these changes without affecting the efficacy of the product or the legacy of the brand.    Take a look. Let me know what you think. #Woodwards #WoodwardsGripeWater #advertising #marketing #newgenmothers #legacybrand #branding #tvads

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While scaling offline distribution in GT/MT, founders should never forget the interdependence of demand and supply A brand irrespective of how good it is, won't sell if consumers don't find it at their preferred point of purchase And irrespective of how strong its distribution is and how widely available it is, consumers won't buy it if the product- price-brand proposition isn't strong enough It takes both demand and supply to fire at the same time to achieve sales There are 2 problems that can happen if brands aren't able to maintain the balance and why sales don't scale up a) Poor Distribution: While the product proposition is strong and the brand creates demand, the product wasn't available and visible in places where consumers were buying the category. This renders marketing spends useless. Distribution and visibility problems will have to be solved by sales and trade marketing teams b) Poor Demand/Pull: This is the more common and bigger problem for new brands. The products are available and visible in stores, but the product price brand proposition isn't great (could be lack of PPCMF or brand awareness problem) and offtakes are low. This triggers vicious cycle. Retailers hate slow moving items with poor stock turnover. So brands that don't sell much lose shelf space and even gets delisted from the shop. In this sales, field sales team can't do much to influence or increase numbers. Demand problems have to be solved by product and brand marketing teams So, any brand looking to scale offline in General Trade or Modern Trade have to balance supply and demand and ensure both grow in tandem. Second chances also don't come easy here And that is what makes it very difficult. The consumer tech equivalent of this is the difficulty in scaling 2 sided marketplaces

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