CMO Fea­ture

Impact - - CONTENTS -

DRIV­ING A NU­TRI­TIOUS AGENDA DEEPIKA WARRIER, VICE-PRES­I­DENT, NU­TRI­TION, PEP­SICO IN­DIA

What kind of me­dia mix are you us­ing for your newly launched prod­ucts?

For Quaker Nutri Foods and Trop­i­cana Essentials, we have car­ried out ex­ten­sive sam­pling to con­sumers across mod­ern trade, e-com­merce, and on-ground chan­nels, in ad­di­tion to sus­tained so­cial me­dia cam­paigns to build strong con­sumer en­gage­ment and rel­e­vance. We also lever­aged tra­di­tional me­dia, as needed. For Quaker Oats+Milk, we have used a mix of Tele­vi­sion and Dig­i­tal me­dia, keep­ing in mind the young con­sumers that we are tar­get­ing. In ad­di­tion, we have used ex­ten­sive sam­pling to fa­mil­iar­ize con­sumers with the prod­uct ben­e­fits. In keep­ing with the con­sumers we are tar­get­ing, we have a 360-de­gree roll out plan for all our cam­paigns, en­com­pass­ing Dig­i­tal, on-ground ac­ti­va­tions, Ra­dio, Print and Tele­vi­sion de­pend­ing on the ge­ogra­phies and tar­get groups. Vis­i­bil­ity in store and sam­pling is a crit­i­cal part of the mix.

Q] Are there any mar­kets that you will be fo­cus­ing on in par­tic­u­lar?

For Quaker, we tar­get all met­ros and the South will re­main our big­gest mar­ket. For Trop­i­cana Essentials and Quaker Oats+Milk, we are fo­cus­ing on ur­ban con­sumers in all the met­ros.

Q] Will you also be look­ing at smaller towns and cities?

We have seen a good re­sponse from all the ma­jor mar­kets, and also on e-com­merce chan­nels. We are fo­cused on es­tab­lish­ing the new prod­ucts in the met­ros and Tier I mar­kets, be­fore we take them to smaller towns and cities. Hav­ing said that, both Quaker and Trop­i­cana are present in the smaller mar­kets and en­joy good re­call among con­sumers seek­ing nu­tri­tious op­tions.

Q] There is an in­creas­ing aware­ness to­day about the harm­ful ef­fects of added sugar and the need for health­ier pack­aged foods. How do you en­sure that the new Pep­siCo prod­ucts tick all the right boxes?

At Pep­siCo In­dia, we are mov­ing to­wards a health­ier port­fo­lio as part of our ‘Per­for­mance with Pur­pose’ phi­los­o­phy. We are work­ing to re­duce sugar in our prod­ucts, with a goal that at least two-third of our port­fo­lio will have less than 100 calo­ries by 2025. More im­por­tantly, we are in­no­vat­ing and grow­ing our nu­tri­tion port­fo­lio to ad­dress con­sumers’ nu­tri­tional needs. We are tar­get­ing the break­fast and in­be­tween meal needs through our Trop­i­cana and Quaker port­fo­lio. We are in­no­vat­ing with lo­cal flavours to make the prod­ucts more ex­cit­ing for In­dian con­sumers. Some ex­am­ples in­clude Quaker Oats Chaat Style and Curry Magic flavours; and Trop­i­cana Alphonso and Mosambi De­light. Our nu­tri­tion port­fo­lio is our fastest grow­ing cat­e­gory and we re­main fo­cused on ex­pand­ing our play in this space.

Q] What, ac­cord­ing to you, will drive the mar­ket for healthy, on-the-go break­fast prod­ucts?

To­day, rushed life­styles com­bined with a grow­ing recog­ni­tion for health and well­ness, are com­pelling con­sumers to look for con­ve­nient so­lu­tions that help them adopt nu­tri­tion into their daily rou­tine. The break­fast space is a sig­nif­i­cant one as con­sumers seek to in­clude more healthy choices at this time, ver­sus the rest of the day when they feel less in con­trol of what they con­sume. Both Quaker and Trop­i­cana are flag­ship brands and are well poised to grow in In­dia. We be­lieve that con­ve­nience and nu­tri­tion cre­den­tials of prod­ucts will be the growth driv­ers for the Nu­tri­tion cat­e­gory. On-the-go so­lu­tions will con­tinue to drive con­sump­tion among th­ese time-pressed con­sumers.

Q] Con­sid­er­ing that you are tar­get­ing younger con­sumers, how are you us­ing the Dig­i­tal space to en­gage with them?

We are play­ing with sev­eral in­ter­est­ing for­mats in the Dig­i­tal space. For ex­am­ple, for Quaker, our aim is to change con­sumer per­cep­tion of ‘real fit’ and to do so, we have brought on board cred­i­ble, in­flu­en­tial voices of author­ity in­clud­ing nu­tri­tion­ists and Bol­ly­wood icons who are known for their fit­ness quo­tient (not just phys­i­cal but also men­tal). We have also just rolled out a cam­paign for Teach­ers’ Day, am­pli­fy­ing the ‘Fuel for the Real Fit’ film that cel­e­brates the de­vo­tion and ded­i­ca­tion we have seen in our teach­ers.

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