“ Maggi’s ads constantly talked about rational elements such as hunger, convenience, and versatility ”
The exchange4media group hosted the Delhi edition of its flagship property Pitch CMO Summit, 2021 at 2 p.m. on Friday. The summit saw the participation of industry pillars in the brand community with the conference theme centered on l love of the brand as an effective marketing strategy in times of economic downturn.
One of the speakers at the virtual meeting was Nikhil Chand, Director, Foods & Confectionery, Nestlé India, who spoke about Nestlé’s work on Maggi and Munch.
Chand began his presentation by saying that there has never been a more exciting time than now to be a marketer.
“It’s exciting but sometimes exhausting because the requirements are quite high. We want to have a toolkit, like a Google search engine, that will allow us to understand how to market and develop brand love. “
He said consumers’ choices on what to look for are very different. “The world is difficult and it is becoming difficult to know which one to tackle.”
Chand revealed that one of the biggest challenges is for marketers to do more with less. “The board of directors, consumers and shareholders expect that we can do more and maximize potential. We have to deal with conversations about words like efficiency and return on investment. “
He explained that marketers compete for attention internally for their share of voice and externally for consumers’ share of hearts. “We are also watched and judged for everything we do as brands and marketers. It’s an interesting dichotomy of seeking attention and being judged for what we do.
Chand said marketers are looking for that magical mojo where the brand wants to be seen differently. “We try to find the hidden truth amidst complexity and exhaustion to find nuggets that make us valuable to consumers.”
What is a brand?
Chand said he doesn’t like to use the word consumer when talking about brands because it gives the feeling that this human being was born only to consume products and one-dimensional. “Brands are the promise of a product and a service in the context of real human beings living in a culture.”
He shared a concept called lovemarks by Kevin Roberts. “It’s a simple and precious concept. He says big brands have great respect and great love. “
He then shared some lessons from two brands in Nestlé’s portfolio: Maggi and Munch.
He talked about not seeing people as consumers and culture as a product. “We must seek to build lasting relationships between brands and the people we serve. It is built on something tangible like a delicious and differentiating product. He added that it was all about telling stories and that you had to have an element of creativity to create love for the brand.
He said meaningful communication needs to be done consistently over time as much as adapting to changing reality. “Lovemarks are created by generations of passionate brand builders.”
He said the effort is to seek loyalty beyond reason. “In a way, that’s the definition of love when you look for loyalty beyond reason. Another way to define it is to have an irrational emotion built on a solid foundation of rational differentiation.
He then went on to talk about three different commercials for Maggi over three different decades. Chand said the 1980 ad was still relevant despite a change in so much. “He talks about rational things like hunger, convenience and the versatility of the mother to add vegetables.”
He said marketers get bored of the same communication sometimes, but consistency is a must in building love marks.
He added that over time, the concept of stereotypes takes root. “We don’t have to look at cooking with the same conventional lens.”
He said that Maggi is a practical kitchen and that there are two types of humans that interact with Maggi. “The mother who is an experimental cook and she really understands cooking and what you need. Many young people are entering the kitchen for the first time because of COVID. “
He said the brand revamped its website to take advantage of this traction to keep parents, elders, housewives and young people contemporary.
He said that once a brand becomes a brand of love, there are expectations from the people who follow it.
“Given the reality in 2020 and 2021, our role is to go beyond a product and a service to support society.” He said the brand launched the concept of 2 minutes, which was bigger in thought: ‘Desh ke liye do minute, ek choti si yeh koshish’
He added, “This is a yearlong campaign that inspires all Indians that it takes one small step to change the country. We have chosen three health, support and cleanliness platforms to unleash the brand’s potential. We strive to make a difference in the lives of Indians with small and relevant initiatives. “
He said the brand allows women to start their own food businesses as part of a six-month initiative partnering with the best in the industry by mentoring them. He also made young people aware of the agricultural reality of India by contacting the best colleges in the country.
“This trip creates ideas where things like the spices we use in our noodles, we can now have better sustainable farming practices for some of our key spices. We now have responsible sourcing from 1,270 farmers in 36 villages, which allows us to make a significant difference.
He said that sometimes it takes courageous decisions to stand out from the crowd in order to be a lover. Chand has stepped back in time to 2004, when the chocolate category targeted wealthy, urban audiences, making chocolate seem like it was meant for urban India.
“It’s not something for the Indian consumer. Munch decided not to approach the mainstream market to be unique in addressing the consumer in the heart of India. ”
In order to gain respect, he said Munch decided to talk to the teenager at home who was having his own stress. He said the idea was to give them hope to overcome the current challenges. “It was the first campaign to go live during the lockdown. The perception was that people wouldn’t buy treats, but we decided it wasn’t about selling Munch, but about building a relationship.
He concluded the presentation by stating that in order to receive love, a brand must be unique. “You have to speak with the voice of your consumer. Love is hard to decipher and building a brand of love is a science and an art.
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