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Quick Introduction
15 years of operating experience in FMCG
12th year in Unilever
Currently, Country Marketing Director, HPC for USL
Worked across sales / strategy & brand marketing roles
Operated across India / Singapore / UK and Sri Lanka
Conference Speaker and published author
Love long-distance running and reading
Strategy to
Communication Excellence
One Size Fits All
Lack of differentiation
Sounds Familiar ?
Strategy to
Communication Excellence
Media Vehicles used to Investigate: Relative importance change
‘Pull’ based
In-shop
‘Push’ based
(Visibility, Demo, Recommendation)
(WOM, PR, Digital searches)
(TV, Press, Outdoor, digital)
1. Passive Consideration 2. Active Investigation 3. PurchaseC
onsu
mers
The Consumer Decision Making process has 3 Key Stages
Understanding this is critical to establish the role of Media for Consumer & Shopper
Strategy - THINK
•Understand your JTBD
•Understand your TG
•Understand your KPIs
• Usage & Attitude / Market Segmentation Studies
• Buyer Behaviour Studies
• Consumer Immersion and Consumer Clinics (Qualitative)
• Communication Studies
• Continuous Performance Tracking
Building Strategic Consumer Understanding
Strategy - BRIEF
• Creatively share the Insight
• Agree on the Single-most Important Point
• Clear POV on Media
Strategy - SHAPE
• Research / Pre Test
• Incorporate Learnings & feedback
• Track & course-correct
Strategyto
Communication Excellence
Role of communication
Consumer Engagement
In order to ENGAGE Consumers…
Brands need to STOP interrupting what people are interested in & instead BECOME what they are
interested in
Meet Me at Starbucks
Play Video
Insights
Dove Real Beauty Sketches
Play Video
Purpose
Sunlight Festival of Light
Play Video
Relevance
Axe Blast of The Year
Play Video
Experience
Communication Excellence• Single Minded & Consistent
• Engages Powerfully
• Invokes An Idea
Strategy to
Communication Excellence
The Magic Recipe
• Great Insight
• Great Brief
• Great Deployment
Thank you
So with that…
