60 seconds pitches from the YES Award Finalists:StandardisationPrachi Jadhav, Kantar, IndiaModern Ways of Data CollectionSudeep Raj Rajagopal, Ipsos, IndiaMagic of Integration to Close the Gap Between Say & DoNeha Firdous, Diageo, IndiaResearch - the Millennial WaySneha Wankhade, Kantar, India
How holistic is your approach to making decisions on the most important marketing lever?
Getting the right pricing strategy is very critical for CPG companies - more so in the alcoholic beverages (AlcoBev) category in India, because AlcoBev is a highly regulated industry subject to high taxes coupled with restrictions on distribution and mass media communications. This renders it very price sensitive and highly competitive. At Diageo India, we have developed an integrated brand pricing framework that encompasses the following dimensions: (i) consumers' current sensitivity to brand price; (ii) behavioural equity measure (total $ value that is the sum of functional and emotional benefits provided to the consumer by the brand, over and above price); and (iii) drivers of equity. This holistic framework enables maneuvering pricing in the market for the short-term while getting the right balance between price and total brand value, as perceived by consumers in the longer run and also driving actionability in terms of building up equity.
In 2008 in Great Britain, Gordon's Distilled Gin, the largest gin brand, was facing a yearly decline circa -32%. Today, it is growing at an amazing rate of +74%, which is faster than any other big, international gin brand. Turning around a long-term decline never happens by chance. We will demonstrate how applying four specific principles delivered this incredible commercial impact:1. Insightful consumer and category understanding;2. Crystal clear and concise strategy based on these insights;3. Inspiringly simple marketing principles that are easy to apply across markets;4. The leadership behaviours that galvanize the business to see future opportunities and stop being constrained by the past.This research brings to life the consumer understanding, the strategic clarity, the inspiringly simple marketing principles and the leadership behaviours that made Gordon's transformation possible.
This paper describes how we developed a framework from cultural insight to help our marketers and our creative agencies avoid stereotypes and represent gender more progressively in our brand communications. The paper will also explain how we delivered this insight differently into the business and some of the impact to date.
Using cultural insight across every continent, Diageo has developed an insight-led framework to help its marketers avoid stereotypes and represent gender more positively in its brand communications.
The research industry and bodies like ESOMAR are at a critical junction in their history. As it stands today, the research industry remains grounded in largely unchallenged late-twentieth-century assumptions. There are significant shifts in client needs, coupled with material changes in our ability to understand behaviour, a proliferation of data, and advances in technology. These forces mean there is a real risk that the industry loses relevance, or becomes obsolete in its current form. The primary aim of this presentation is to set the context for why client functions need to change, to discuss what the client-side role will look like, and how it will add value to organizations.
The research industry and bodies like ESOMAR are at a critical junction in their history. As it stands today, the research industry remains grounded in largely unchallenged late twentieth-century assumptions. There are significant shifts in client needs, coupled with material changes in our ability to understand behaviour, a proliferation of data, and advances in technology. These forces mean there is real risk that the industry loses relevance, or becomes obsolete in its current form. The primary aim of this paper is to set the context for why client functions need to change, to discuss what the client side role will look like, and how it will add value to organisations.