Festive boom for brands and consumers...
Every brand, consumer and marketer desperately waits for this time of the year. Like every year festive season brings joy, gifting and sharing moments for both sellers and buyers. When we talk about India specifically, festivals are grand occasions meant for lot of shopping considering sale, offers and discounts.
While every year, consumers wait and hunt for best bargains, brands try to provide best discounts and offers to consumers which help in strengthening brand’s identity and results in growth. Off lately we’ve seen brands right from automobile to electronics, gadgets, lifestyle, luxury segments betting big on festive season. If we look at this year’s ASSOCHAM report, it states that – compared to last year, consumer durables, electronics and auto will lead, but this change is expected in the e-commerce space ranging from higher sales in mobile telephones, shoes, apparel, gifts and electronic gadgets.
According to Chandra Mohan, “At Jabong we’ve launched new apparel line i.e. Alia Bhatt for Jabong collection which will retail exclusively on Jabong.com, India’s leading online fashion destination. Apart from this we are also extending Rohit Bal’s winter collections, offering discounts and offers on international brands to our customers.”
“At Karbonn Mobiles, we have launched our feature packed Karbonn S5 ultra especially for the festive season. India’s eCommerce sector is burgeoning at a rapid pace offering a superior purchase experience to customers within the convenience of their homes. Karbonn S5 ultra offers unmatched high-end features at a lucrative price-point making it an ideal gifting choice for the festive season. With Karbonn’s robust distribution network we plan to bring the feature-packed device to diverse customers across the length and breadth of the country”, shared Devsare.
Komaravelly said, “Snapdeal.com, has launched its biggest marketing campaign for the upcoming Diwali season. For this campaign, the brand has signed up an astounding 28 celebrities including leading TV actors from popular TV shows to create 50 different commercials. Each commercial will showcase these celebrities endorsing the Snapdeal Diwali Bumper Sale while playing their characters in a quirky manner. The idea was to talk about Diwali Bumper sale, using characters that everyone relates to. It’s a very novel approach for a marketing campaign. Snapdeal.com witnessed over 1 million incremental visits as a result of its innovative programming integration on Bigg Boss Season 8”.
Titan too has launched new campaign titled Gift of Time campaign. Rajan Amba, GM – Titan Brand, Titan Company Ltd. said, “Over the years, the Titan brand and the product have become synonymous with gifting. No other brand in this space or any other category offers the versatility, the ease and the satisfaction that the gift of a Titan provides to the giver and the receiver. In the context of Diwali when Indians come together to celebrate, no matter where they are, the message of 'gifting time' becomes all the more relevant. So according to us, for this festive season, a message, we believe, finds best resonance when said Titan.”
Ritu Kumar said, “The festivities in India have become the most glamorous and exotic throughout the world. In today’s world of minimalism and underplay, they present an over the top look at the way royalty of old, as well as the folk theatre of India, with its diverse traditions of dance theatre and music. The apparel worn at almost any wedding/ festivity in the country is based on traditional textiles and by the very definition of which represents the best in color, style and richness from a country which has the best of fabrics in the world.”
Vani Gupta said, “For last so many years, we have constantly been working towards providing a refreshing twist on traditional gifting. As part of our plans for this festive season, we are offering the beautiful limited edition gift packs designed by Manish Arora. These pack designs include several of Manish’s signature design elements which captures the quirky essence of Kurkure. These limited edition Diwali gift packs will also be available on Snapdeal.com. We are excited about this new venture and confident of receiving a great response from consumers.”
Speaking about the new buying pattern and how the festive season works out to be a good opportunity for brands and e-commerce portals, Tangerine Digital’s Katoch opined, “Festive seasons are definitely an opportunity for B2B or B2C. With digital touchpoints playing heavy in the consumer buying decision process, content marketing has to be a key component for brands of all size and scale. I think social and mobile are playing a big role in influencing the buying decision”.
He goes on to state that one of the trends which he sees has emerged big time is that the consumers are demanding the brand’s attention on the social platforms. Hence it is just not about advertisement on social media. Consumers now go and raise their queries and concerns on the brand’s social channels that can help them make a more informed choice.
“In order to have a win-win outcome, it is necessary to integrate the value chain of both offline and online as that will help provide a seamless consumer experience. I think the businesses need to keep aside the offline and online mindset as digital is the future and one can’t overlook it,” he, added.
Well, in all the fun and festivities around, we surely think that while the consumers are busy buying, the marketers are leaving no stone unturned to tap in maximum of them.