Aishwarya Pratap Singh
Head of Marketing - Snacks, Noodles and Pasta[ITC]
How do you evaluate traditional vs. digital marketing channels?
it all depends on the TG and the literacy and the pop group. for a female tg in semi urban and rural makes little sense to spend on digital marketing. however for youth tg we need to take the digital marketing route since they don’t watch tv much
Business-wise, do you think any benefit in 'work from home'?
yes travel time will save time. and work from home will save admin cost of office running.
What were the top 3 channels of acquisition for your first users / early adopters?
sampling. tv advertising and on-shop influence through display etc
What will be the effect of the existing downturn now accentuated by Covid on your company and what do you need to recover?
it needs elaborate answer. but in summary I would say that fmcg is least impacted by covid since fmcg means essential. also. we need to stay salient in mind of consumer and continue to be available. no other recipe for success.
What is more important for a startup - branding or sales?
it’s both. read the book how brand grow. u will understand
What is your most important customer retention matra?
product. product product. nothing else ensures retention.
What has been the most challenging task for you as a marketer?
increase reach of the brand
What is the single most important metric you want to improve through your campaigns currently?
preference for the brand
How do you see your job evolving in the future?
more complex mix of channels between traditional and unconventional channels. so learning of everything is required
What was the most challenging moment in your career?
during the Maggi crisis the noodles sales went down. getting back consumer confidence was the biggest challenge
How was your experience with your first job?
it was very rigorous. sales sting. rural markets. extensive travelling. learned so much that I still remember and use
What is the one thing that you abide by in all your marketing campaigns?
consistency of brand essence. no matter what is the medium, the brand thought should be conveyed.
How has your job evolved over the years?
more strategic in nature. more of leadership than functional expertise. more broader view rather than micro managing
What are the 3 things every successful marketers must-have?
consumer obsession. empathy. and attention to details.
What is your biggest concern at your job? How do you manage it?
keeping the team motivated. regular interactions and a mix of task and knowledge transfer helps
How did you rise in your role as a marketers, what career hacks can you share?
no hack. four levers to grow : hard work. consistency. a good luck. and be a good human being.
What's the advice you would like to give to an aspiring marketers?
be consistent. keep learning new channels. focus on major activities. don’t get obsessed with that one Facebook post. prioritize.
What motivated you to choose this career?
marketing was logical and very open field. it accepts everyone. you just need to be a good human being
How did you go about finding your right target audience?
the target audience is decided by a consumer research to understand the usage and attitude towards the category and then seeing which all needs are met by current competitors. we try to find unmet need or a differentiated offering better than competition
How have you seen the auto sector evolve in India?
recession will catch up. and will drop the overall gdp. but small car sales will increase for maintaining social distancing. middle end cars and SUV will be down. high end cars will continue since they are recession proof
How do you craft your media plan?
our media agency has a software optimiser. we give reach and frequency and target group to them
Why did you choose to become a marketer?
it’s a long story. a lot to do with luck and being consistent. but yes I like talking to people and working with them. and see real life action on the strategies formed. the answer is lot longer that can’t be expressed in this short format:)
What was your paid advertising budget and goals during your initial days?
we work on 10 percent advertising to sales ratio. that’s the goal for fmcg
What is the current important metric that you are looking to improve via your marketing campaigns?
I only look at effectiveness of campaigns through reach and engagement on digital. and reach frequency on tv
Amidst this Covid-19 World over lockdown situation, what are some of the key priority areas and challenges for your brand?
safety. health hygiene. and continuous availability