I Knowledge Factory has been devising and delivering meaningful solutions across multiple industry verticals. It has a rich experience for over a decade and has built a strong client base and also has a committed team of highly skilled professionals. It has maintained industry standards and delivered benchmark projects with transparent and innovative campaign execution. It is a one stop platform for Digital Branding, Social Media Marketing, Website Design and Development.
Digital marketing is no longer a buzzword but a watchword that marketers all over the world swear by. When it comes to offline mass marketing, FMCG is, without a shadow of doubt, the only sector that holds all the cards but has it been able to keep a pace with the new wave of digital marketing? The marketing realm isn’t just about B2B or B2C but is gearing towards H2H (human to human).
The Resourceful Leader
Ashish Dalia is the Owner and CEO of I Knowledge Factory (IKF). His determined self and passion has nurtured the company to become a leading name in the digital marketing services in Pune and beyond. Ashish has been successfully living and breathing the whole and soul of the organization for the last eighteen years. He has served more than 850 clients locally and globally, across various verticals such as healthcare, manufacturing, education, real estate, retail, FMCG, as well as government organizations. He strongly believes that it’s time for the FMCG players to adopt the spirit of the 21st century and become online enthusiasts.
An Overview of the FMCG Industry
Fast-Moving Consumer Goods (FMCG) or Consumer Packaged Goods (CPG) is low-priced products that are sold quickly across the table. These include non-durable goods such as packaged foods, beverages, toiletries, over-the-counter drugs, and other consumables.
FMCG sector is the most innovative sector when it comes to marketing, branding, positioning, and customer engagement. Brands like Patanjali, Hindustan Unilever Limited, Nestle, Coke, PepsiCo, and Britannia are a few giants that are upping the ante of the FMCG industry with their products as well as in terms of countering competition with their branding and positioning.
Going the Digital Way
The target audiences of these products generally tend to get carried away by the latest emerging trends in the market. In this day and age, where the digital media is growing by leaps and bounds, there is obviously pressure for brands to connect with their consumers. Naturally, this comes with both challenges and opportunities for brands as they need to keep themselves acquainted with their consumer’s needs and behaviour by making an appealing statement with new packaging, sentiment analysis, or CSR activities. Consumers these days spend more digital time via mobile, tabs and even computers. More and more data is getting populated on the internet with innovation.
Digital has killed the gap between big player and small brands and presented a great opportunity for brands to show as well as make their innovation more accessible to their consumers by means of relevant platforms. I Knowledge Factory have seen in the past how campaigns like #Helpachildreach5, Lifebuoy se haath dhoye kya, #FuelForTheRealFit, Daag acche hote hai, #ShareTheLoad and many more has impacted and touched the lives of consumers as well as impelled them to positively respond to their social messaging.
This also tells us about a very crucial change that has been shaping the digital scene – digital marketing isn’t only about social media but is also predicated on social selling, social listening, social conversations, and social sentiments.
Salient Pointers to Leverage Digital Opportunities
Based on years of observations and experience of working in the digital space, Ashish shared some insight nuggets with the FMCG brands for leveraging digital opportunities. At the end of the day, it doesn’t matter whether you are a start-up or an established player, your success depends on how memorable and effective your communication strategy is:
- Align all your digital platforms and sync them with each other
- Integrate your online and offline strategies
- Always remember – it’s not about selling but informing / educating
- Go beyond physical distribution or sales channels
- If your brand is small and midsize get along with marketplaces like (need inputs here)
- Digital is about innovating and how do you differentiate your communication compared to your competition.
- Digital had layed a platform for brands to connect with their consumers via various social message, campaign, participation & competitions
The Growth of FMCG on the Digital Footprint
The consumers are spending more time online across platforms and apps as the nation is growing digital day by day. The emergence of modern trade has become the talk of the town and companies are working to build their own digital platform to attract a bigger audience.
The internet is advantageous in reducing the cost of purchases by giving supply-chain partners quick access to relevant information required. The consumers are most likely to favour or reject a product based on online recommendations and reviews. The evolving consumers are buying experiences over online platforms as there is a seamless delivery of content across various platforms at no additional cost.
As there lies no hindrance of geographical boundaries of stock and inventories, the ability to monitor real-time consumer responses online is an increasing percentage. The digital space has bridged the shopping gap between rural and urban areas.
Source :-The 10 Most Admired FMCG Companies in India
