Deepika Sab­har­wal Te­wari

Tan­ishq

The Brand Reporter - - CONTENTS -

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PER­SONAL

Who is your big­gest pro­fes­sional men­tor?

Piyush Pandey and Bhaskar Bhat (Ti­tan) have greatly in­flu­enced my ap­proach to work and life. They have taught me the value of re­la­tion­ships and team work, and have been in­stru­men­tal in mould­ing my art of sto­ry­telling.

If not a brand mar­keter, what would you be?

In all prob­a­bil­ity ei­ther an au­thor or sto­ry­teller. Ev­ery­thing in life is a story that needs to be told and told well.

Name a brand (other than your own) you ad­mire. Why?

Dove. A brand propo­si­tion of one-fourth nour­ish­ing cream has stayed rel­e­vant for over 70 years. The brand’s po­si­tion­ing of ‘real beauty’ has shown trends ahead of time. The brand has in­te­grated it­self into the lives of its cus­tomers and has cre­ated a strong near-cult fol­low­ing.

CAT­E­GORY

What are the big chal­lenges you see com­ing your way in the next 12 months?

I fore­see three chal­lenges for the jew­ellery cat­e­gory: irst, fluc­tu­a­tion of gold prices, which is trans­form­ing the con­sump­tion of jew­ellery, away from in­vest­ment-driven pur­chases to adorn­ment. Sec­ond, gov­ern­ment poli­cies and reg­u­la­tory changes in the gold, gems and jew­ellery in­dus­tries. Third, it will be a chal­lenge for the cat­e­gory to re­tain its place in con­sumers’ minds in terms of al­ter­na­tives and op­tions in the non-manda­tory sphere.

Which prod­uct seg­ment out there im­pacts trends in your cat­e­gory most? Why?

Ad­verse move­ments in the stock mar­ket usu­ally drive more in­vest­ment in the cat­e­gory. The clos­est cat­e­gory to jew­ellery would be ap­parel and fash­ion, so trends that emerge on run­ways across the world and ap­parel style/ mo­tifs worn at fash­ion weeks tend to have an ef­fect on or­na­ments. Hol­ly­wood and Bol­ly­wood im­pact our col­lec­tions, not just through movies but also through the way ac­tors style them­selves off-screen.

In what way/s does your mar­ket­ing strat­egy change from tier I to tier II and III mar­kets?

Our main­line mar­ket­ing strat­egy is con­sis­tent across ge­ogra­phies. We do ro­bust seg­men­ta­tion to un­der­stand our con­sumers. For tier II and III mar­kets, we fo­cus on re­gion­ally rel­e­vant mer­chan­dise. We choose our me­dia ve­hi­cles ac­cord­ing to lo­cal tastes and nu­ances, and en­sure par­tic­i­pa­tion in all re­gion-rel­e­vant fes­ti­vals around which gold or jew­ellery is usu­ally bought.

MAR­KET­ING

What’s the tough­est part of be­ing a brand mar­keter?

The most chal­leng­ing part is be­ing able to cut through the vol­umes of in­put fight­ing for the con­sumer s at­ten­tion, and to com­mu­ni­cate ef­fec­tively. All this causes in­for­ma­tion over­load and fa­tigue. The con­sumer then shuts out large swathes of com­mu­ni­ca­tion. Get­ting their at­ten­tion in a frag­mented me­dia land­scape is the tough­est ask.

Name the big­gest pro­fes­sional hur­dle you faced re­cently. How did you tide over it?

The grow­ing ad­vent of the dig­i­tal con­sumer brings with it the need to stay con­nected and rel­e­vant on the dig­i­tal medium all the time. We have taken this chal­lenge headon and ac­tively en­gage with cus­tomers on­line, across mul­ti­ple chan­nels. We have had to change some of our con­tent and chan­nel strate­gies for this.

As a mar­keter in the dig­i­tal age, what is your big­gest night­mare?

To­day, con­sumers are pro­mis­cu­ous and im­pa­tient; they flirt with brands and cat­e­gories. Mea­sure­ment of dig­i­tal ad­ver­tis­ing is also a chal­lenge.

AD­VER­TIS­ING: What is your lead medium of com­mu­ni­ca­tion to­day? Which medium do you use least?

Tra­di­tional medi­ums re­main our lead medi­ums. How­ever, dig­i­tal has been grow­ing ag­gres­sively as a por­tion of our to­tal com­mu­ni­ca­tion reach each year.

Are the best cre­ative minds still in ad­ver­tis­ing?

In to­day’s start-up sce­nario, piv­ot­ing a busi­ness re­quires a lot of cre­ativ­ity. Hav­ing said that, de­sign and mar­ket­ing are two streams where cre­ativ­ity is re­quired most.

In what way has your re­la­tion­ship with your agency part­ners - cre­ative and me­dia plan­ning/buy­ing changed of late? What’s the one must-have qual­ity for an agency to­day?

We treat our agency part­ners more like an in-house arm and in­volve them in the busi­ness strat­egy, cre­ative, and me­dia plan­ning/buy­ing. This has been the way we have worked so far and this will not change.

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