“Panasonic Life Solutions has directed marketing spends to increase retail visibility”

Shrugging off the disruptions of last year, businesses and agencies are looking for a strong revival in 2021. Adgully – as part of our annual TRENDING NOW endeavour – has been presenting the strategies and views of a cross-section of industry leaders as they go about reclaiming lost time and market opportunities and build for a stronger future, armed with the lessons of 2020.

Sunil Narula, Senior Vice President- Sales & Marketing, Panasonic Life Solutions India, speaks to Adgully about the pandemic effect on the FMEG industry, integrating and leveraging digital and social channels for communication, and leveraging e-commerce platforms.

The year 2020 was a washout for the electrical construction industry, and to some extent the FMEG industry. The year 2021 also looks tough with the second wave of COVID-19 infections. As a brand how are you navigating these tough times? What are the challenges that you are facing?

The unprecedented pandemic had led to a series of disruptions and crises that resulted in an economic slowdown. Presently, we are in the midst of the second wave of the pandemic, which has taken all of us by surprise, it further underlines the uncertainty that we are going through. While 2020 was a difficult year, it wasn’t a washout for us nor was it for the FMEG industry. The first wave of the pandemic brought disruptions in the metro and Tier 1 & 2 markets, but the lower tiers, and rural India was relatively less impacted. A good monsoon in 2020 resulted in a bumper harvest, coupled with it was the reverse migration of labourers and another workforce, thus giving a fillip to demand in these markets. PLSIND’s drive towards strengthening distribution, in the lower tier and rural markets, its digital-first approach for training electricians, architects, contractors, and our own workforce, helped in catering to the market needs and do better than its peers. Our consultants, architects, and other influencers have been constantly engaging with us via platforms like e-mails and LinkedIn as well.

What been your key learnings from 2020? What is your outlook now for 2021?

The year 2020 has altered the way we communicate with the customers, channel partners, and the tools used for marketing communication. As part of adaptability, PLSIND is focusing on integrating and leveraging digital and social channels for communication. Currently, we are running targeted marketing programs for both online and offline space. With the revival of activities in the construction segment and increased consumer spending, besides the core Power categories, our consumer-facing product categories such as fans, lighting, and water heaters witnessed a rise in consumer demand.

The second wave is posing a different threat as the outbreak is massive, it’s a wait and watch situation for the entire industry, however, we are confident that we should be able to get out of this soon. As they say, this too shall pass! We shall continue to support our customers and employees in this challenging environment and ensure constant communication with them through various mediums. With the WFH scenario, we are constantly looking at creating innovative products that are essentially in demand like IoT-enabled fans, wireless chargers, and high-tech appliances. We are monitoring the market trends and consumer behavioral patterns that are important for achieving success.

What are the digital initiatives that the brand has taken to stay engaged with your target audience? How are you leveraging e-commerce during these times?

Digital has played a dominant role for PLSIND, we have directed marketing spends to increase its retail visibility across markets in India. We have focused on making products that are essential in the new normal for our consumers like DIY range, extension cords, IoT devices, and products that ensure hygiene and safety. Our constant engagement with our team members, influencers like electricians, architects, electrical consultants, and contractors has helped us upgrade their skills.

We are leveraging e-commerce platforms like Amazon, Flipkart, and also regional e-commerce channels like BigBasket and Satya to capitalise on the essential product range and gain considerable market share by reaching a wider audience. Our e-commerce business saw a multi-fold increase in sales, primarily because of a low base for consumer-facing product categories like fans, IoT lighting, water heaters, and the complete DIY range of power products. We are constantly investing in building the credibility and salience of Anchor and Panasonic brands on e-commerce platforms. We are in the process of launching exclusive products on e-commerce platforms to cater to the increasing demand.