Episodi
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In this episode of CoBB, hosts Sharan and Sudeep revisit the ever-relevant debate between performance and brand marketing, analyzing the strategic shifts made by two iconic brands: Nike and Airbnb. They explore the risks, rewards, and consequences of favouring one approach over the other and highlight the importance of striking the right balance.
KEY TAKEAWAYS:
1. Nike's D2C Journey and Challenges:
Nike shifted towards a Direct-to-Consumer (D2C) model, significantly reducing its reliance on wholesale distribution. This move was expected to enhance margins and improve brand visibility.
While Nike initially experienced success with this strategy, they soon faced challenges. The lack of presence in multi-brand retail stores led to a decline in sales, particularly in North America, and weakened their market share.
Nike's overemphasis on nostalgia over innovation further hurt their brand equity, highlighting the pitfalls of leaning too heavily on performance marketing at the expense of brand building.
2. Airbnb's Strategic Pivot to Brand Marketing:
Airbnb, a digital-first brand, drastically cut its performance marketing budget, reallocating resources towards brand marketing. The result was an unexpected rise in direct traffic and long-term brand equity.
This move demonstrated that, for certain category innovators, investing in brand awareness can yield a stronger, more sustainable market presence compared to a sole focus on performance marketing.
3. Finding the Right Balance:
The episode underscores the importance of balancing performance and brand marketing. Both Nike and Airbnb illustrate the consequences of leaning too far towards one extreme.
As the hosts suggest, a tailored approach considering the brand's life cycle, market conditions, and consumer preferences is crucial for long-term success.
QUOTES:
"Marketing is a balancing act; it's not about choosing one extreme over the other but finding the sweet spot that aligns with your brand's objectives." "Brand building is not just about immediate sales; it's about creating a narrative that resonates with your audience."CONNECT WITH OUR HOSTS:
- Sudeep Chawla on LinkedIn
- Sharavana Raghavan on LinkedIn
FOLLOW US:
CoBB on LinkedIn CoBB on InstagramCREDITS:
Album Art: Designed by ting.in Voiceovers: Anjale Stephanos Music: Sourced from Zapsplat.com---
As always, we’d love to hear your feedback. Please email us at [email protected] with your thoughts or any questions for our hosts.
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In this episode, Sharan and Sudeep dissect the critical “GAMeS” Direct-to-Consumer (D2C) brands must play to succeed. With a sharp focus on building sustainable growth, Sharan breaks down the essential elements that help brands scale beyond their initial online successes.
These include go-to-market (GTM) strategies, assortment planning, and leveraging existing online learnings for offline distribution.
Throughout the episode, Sharan and Sudeep emphasize that D2C is not just a strategy but a channel, highlighting the necessity for brands to diversify and scale through offline channels to achieve significant growth.
KEY TAKEAWAYS:
Go-to-Market (GTM): Sharan emphasizes that brands need to start small when entering offline distribution, testing in limited geographies before expanding. Assortment: Prioritize SKU selection by focusing on products that work well in targeted offline channels, ensuring efficient use of resources. Messaging Consistency: It’s crucial to maintain a unified brand experience across both online and offline channels to build strong brand recognition. e-Leverage: Leverage existing online data and insights to streamline offline strategies, minimizing ramp-up time and maximizing impact. Systems: Building robust distributor management and tracking systems ensures teams are equipped to handle the complexities of offline expansion, allowing for better oversight and growth.QUOTES:
D2C is a channel, not a brand. You need to start small, test in a lower geography before you expand. Without a unified experience, customers won’t know what to make of your brand.---
RESOURCES & LINKS
Visit the CoBB website for more episodes and insights.
Connect with the hosts on LinkedIn: Sudeep Chawla | Sharavana Raghavan
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CREDITS:
Album Art: Designed by ting.in Voiceovers: Anjale Stephanos Music: Sourced from Zapsplat.com---
As always, we’d love to hear your feedback. Please email us at [email protected] with your thoughts or any questions for our hosts.
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Episodi mancanti?
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In the final part of our conversation with Saurabh Bajaj, EVP of Prepaid Marketing at Vodafone Idea and author of "The Practical Marketer," we explore his journey through the evolving landscape of marketing.
Saurabh delves into the challenges of moving from a focus on achievement to contribution, the impact of data overload on decision-making, and his experience in brand building at Cadbury.
The discussion also covers his advice for marketers in performance-driven roles and how to balance short-term tactics with long-term brand strategies.
KEY TAKEAWAYS:
From Achievement to Contribution:
Saurabh reflects on his mid-career shift from focusing on personal achievements to seeking ways to contribute meaningfully to the marketing community. This mindset change inspired his active presence on LinkedIn and his move into writing.
Navigating the Data Overload:
He discusses the dangers of data overload in today's marketing environment, where excessive information can paralyze decision-making. Saurabh emphasizes the importance of seeking insights from real customer interactions rather than relying solely on data.
Brand Building Insights from Cadbury:
Saurabh shares anecdotes from his tenure at Cadbury, particularly his work on the Celebrations brand, where he transformed a diverse product line into a cohesive brand narrative centered on emotions and thoughtful gifting.
Advice for Performance Marketers:
For those in performance marketing roles, Saurabh suggests balancing the use of data with understanding the human truth behind consumer behaviors. He stresses the importance of combining data-driven tactics with brand-building efforts to achieve sustainable growth.
Preparing for Future Marketing Challenges:
Saurabh offers his perspective on the rise of performance marketing and its potential pitfalls, including creating a polarized market environment. He encourages marketers to remain adaptable and continuously seek to understand their audience.
Quickfire Round – Saurabh’s Preferences and Advice:
Saurabh answers rapid-fire questions on his career choices, innovation versus category expansion, and working on large versus small brands. His advice for marketers in startups is to stick to the basics and regularly engage with customers to gain insights.
QUOTES:
"Marketing is not complicated; it’s simple when you have the patience to understand the roots."
"Performance marketing must complement brand marketing to create lasting value."
Don't miss this insightful conclusion to our conversation with Saurabh Bajaj. Learn how to navigate the complexities of modern marketing while staying true to foundational principles. Pre-order "The Practical Marketer" today and start transforming your marketing approach!
As always, do mail us your feedback, comments and any questions you may have for our hosts at [email protected]. We love hearing from you.
RESOURCES
Connect with Saurabh
Buy ‘The Practical Marketer’ Book
Visit ‘The Practical Marketer’ Website
SHOW WEBSITE
CONNECT WITH OUR HOSTS
Sudeep Chawla on Linkedin
Sharavana Raghavan on Linkedin
FOLLOW US
CoBB on LinkedIn
CoBB on Instagram
CREDITS
- Album Art & Design by ting.in
- Voiceovers by Anjale Stephanos
- Music from Zapsplat.com
- Edited by Arul G of ting
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In this episode of CoBB, Sharan and Sudeep engage in a lively discussion with their friend and ex-colleague Saurabh Bajaj, currently EVP of Prepaid Marketing at Vodafone Idea and author of the newly released book, "The Practical Marketer."
Saurabh shares his journey from being a marketing professional at Cadbury/Mondelez India to becoming a first-time author. The conversation covers his prolific LinkedIn activity, his passion for teaching, and his process for writing and publishing the book.
Saurabh also provides insights into practical marketing strategies, brand management, and the nuances of surrogate marketing in restricted categories like alcohol and tobacco.
KEY TAKEAWAYS:
From Corporate to Author
Saurabh shares his transition from a full-time marketing role to writing "The Practical Marketer," driven by a desire to consolidate his experiences and insights. The book's origin is traced back to Saurabh's LinkedIn posts and articles, which evolved into a structured guide for marketers.Building "The Practical Marketer"
Saurabh describes the intensive process of compiling his book, from gathering LinkedIn articles to creating a cohesive structure with help from peers and professionals. The challenges of editing, refining, and finding the right publisher are highlighted, showcasing the rigour and commitment involved in publishing a quality book.Key Marketing Lessons
Saurabh discusses various segments of his book, focusing on practical marketing approaches such as moving from sales to marketing, category strategy, and effective brand management. He emphasizes the importance of real-world examples and actionable strategies, making the book a valuable resource for students, entrepreneurs, and marketing professionals alike.Surrogate Marketing and Ethical Advertising
A deep dive into the concept of surrogate marketing in industries like alcohol and tobacco, explaining the legal and strategic considerations behind such campaigns. Saurabh clarifies the difference between growing a category and stealing share, providing a nuanced understanding of marketing within regulated environments.Future Plans and Digital Presence
Saurabh highlights the supplementary website, "The Practical Marketer," designed to enhance the book's learning experience with case studies, ads, podcasts, and additional resources. His focus on making marketing education accessible and engaging through various digital platforms.QUOTES:
"Marketing is fundamentally about getting new users. The challenge is doing it within the ethical and legal boundaries set by society."
"The Practical Marketer is not just a book; it’s a mentor in your hands."
Don't miss this insightful conversation with Saurabh Bajaj. If you're in marketing, branding, or just curious about the intricacies of advertising in regulated industries, this episode is packed with valuable takeaways.
Don't forget to grab a copy of "The Practical Marketer" and explore Saurabh's website for more resources!
As always, do mail us your feedback, comments and any questions you may have for our hosts at [email protected]. We love hearing from you.
RESOURCES
Connect with Saurabh
Buy ‘The Practical Marketer’ Book
Visit ‘The Practical Marketer’ Website
SHOW WEBSITE
CONNECT WITH OUR HOSTS
Sudeep Chawla on Linkedin
Sharavana Raghavan on Linkedin
FOLLOW US
CoBB on LinkedIn
CoBB on Instagram
CREDITS
Album Art & Design by ting.in Voiceovers by Anjale Stephanos Music from Zapsplat.com***************************************
Please tell us what topics you'd like to have discussed on the CoBB, by filling in this CONTENT SUGGESTION FORM
It only takes a few minutes, and it will help us provide you with the content most relevant to you.
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In the final installment of our special 100th episode, we focus on the human side of brand building—scaling teams, fostering culture, and the leadership strategies that drive long-term success. Our guests, Puru, Manas, and Sapna, dive deep into their experiences of building and managing teams, navigating the challenges of leadership, and ensuring their organizations stay aligned with their core values as they grow. This episode offers valuable insights into the people dynamics that underpin successful brands.
PANELISTS:
Puru Gupta - CoFounder of True Elements, a brand dedicated to healthy breakfast and snacks, with a strong presence both online and offline. Manas Madhu - Founder of Beyond Snack, Kerala Banana Chips, which is pioneering the shift of Banana Chips from unorganized to organized snacking with a focus on quality and innovation. Sapna Desai - CMO at Manipal Cigna Health Insurance, with extensive experience in BFSI, telecom, and advertising sectors.KEY SEGMENTS:
Balancing Vision and Execution in Leadership (00:13 - 03:04)
The discussion opens with insights on how to align team members with the company’s vision. Puru emphasizes the importance of communicating the "why" behind decisions, ensuring that everyone is on the same page as the company evolves.
Building Teams with Complementary Skills (03:05 - 08:33)
Manas shares his approach to assembling a team with complementary skills, particularly focusing on his experience in bringing in FMCG expertise. He highlights the importance of giving team members the autonomy to lead in their areas of expertise without micromanagement.
Cultivating a Collaborative Culture in a Traditional Industry (08:37 - 10:35)
Sapna discusses the challenges of fostering a collaborative culture in the BFSI sector, a traditionally rigid industry. She talks about how bringing in talent from diverse backgrounds has helped infuse new thinking and drive innovation within her organization.
Overcoming Resistance to Change (10:35 - 11:26)
The panel discusses the resistance to change that often comes from long-established teams within an organization. Sapna and Puru share strategies for overcoming this resistance and encouraging a more adaptable mindset.
Closing Thoughts: The Journey of Building a Successful Team (11:27 - 11:57)
TAKEAWAYS:
For Entrepreneurs: Building a strong team starts with aligning them to the company’s core mission and values. Provide autonomy to your experts and foster a collaborative environment to encourage innovation. For Leaders: Communicating the "why" behind your decisions is key to ensuring your team is aligned with the organization's goals. This understanding helps create a resilient and motivated workforce. For Brand Builders: The human side of brand building—team dynamics, leadership, and culture—plays a critical role in the long-term success of your brand. Invest in your people as much as in your products.MEMORABLE QUOTES:
"If your team understands the 'why,' they will often guide you back when you stray from your mission." - Puru Gupta
"In a startup, it's crucial to build a team with complementary skills and then step back to let them lead in their domain." - Manas Madhu
"Bringing in talent from outside the industry can challenge the status quo and drive necessary change." - Sapna Desai
As always, do mail us your feedback, comments and any questions you may have for our hosts at [email protected]. We love hearing from you.
SHOW WEBSITE
CONNECT WITH OUR HOSTS
Sudeep Chawla on Linkedin
Sharavana Raghavan on Linkedin
FOLLOW US
CoBB on LinkedIn
CoBB on Instagram
CREDITS
- Album Art & Design by ting.in
- Voiceovers by Anjale Stephanos
- Music from Zapsplat.com
- Produced by Kapoor AV
- Shot At Recreate Spaces
- Edited by Arul G of ting
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In the third segment of our special 100th episode, we shift focus to the critical challenges of scaling and distribution. Our expert panel, including Puru Gupta, Manas Madhu, and SapnaDesai, discuss the intricacies of taking their brands to the next level, with a deep dive into the real-world struggles of distribution, market dynamics, and the hard choices that define success. This conversation pulls back the curtain on the less glamorous but essential aspects of brand building.
PANELISTS:
Puru Gupta - CoFounder of True Elements, a brand dedicated to healthy breakfast and snacks, with a strong presence both online and offline. Manas Madhu - Founder of Beyond Snack, Kerala Banana Chips, which is pioneering the shift of Banana Chips from unorganized to organized snacking with a focus on quality and innovation. Sapna Desai - CMO at Manipal Cigna Health Insurance, with extensive experience in BFSI, telecom, and advertising sectors.KEY SEGMENTS:
Investment Timing and Market Confidence (00:13 - 02:00)
Puru and Sapna discuss the importance of timing investments once confidence in product-market fit is established. They explore how market responses influence decisions on scaling and investment.
Innovation vs. Practicality (02:47 - 08:25)
The panel debates the balance between innovation and sticking to core strengths. Puru emphasizes that innovation should be driven by real problems rather than the desire to create something new for its own sake. The conversation covers both product and process innovation, highlighting the importance of focusing on what truly adds value.
Distribution Challenges and Strategies (13:43 - 24:53)
Manas and Puru share their experiences with distribution, particularly the difficulties startups face when competing with established giants like P&G and HUL. They discuss the trade-offs in selecting the right distributors and the importance of maintaining flexibility and adaptability in their strategies.
Leveraging Distribution for Growth (24:53 - 30:24)
Sapna provides insights into how traditional face-to-face distribution channels are evolving, particularly in the insurance sector. She also discusses the importance of understanding the dynamics of both online and offline distribution and the role of intermediaries in scaling a brand.
TAKEAWAYS:
For Entrepreneurs: Timing your investments is crucial—ensure your product has established market confidence before scaling. Focus on practical innovations that solve real problems rather than creating new products for their own sake. For Marketers: Distribution is as critical as the product itself. Finding the right partners and understanding the nuances of both online and offline channels can make or break your brand’s success. For Brand Builders: The journey from startup to scale involves continuous problem-solving. Be prepared to adapt, innovate, and rethink your distribution strategies as you grow.MEMORABLE QUOTES:
"Innovation should be driven by real problems, not just the desire to do something new." - Puru Gupta
"The distribution game is tough, especially for startups, but it's a challenge worth taking on." - Manas Madhu
"In insurance, the distribution channel is evolving, but understanding and adapting to these changes is key to staying ahead." - Sapna Desai
As always, do mail us your feedback, comments and any questions you may have for our hosts at [email protected]. We love hearing from you.
SHOW WEBSITE
CONNECT WITH OUR HOSTS
Sudeep Chawla - Linkedin
Sharavana Raghavan - Linkedin
FOLLOW US
CoBB - LinkedIn
CoBB - Instagram
CREDITS
- Album Art & Design by ting.in
- Voiceovers by Anjale Stephanos
- Music from Zapsplat.com
- Produced by Kapoor AV
- Shot At Recreate Spaces
- Edited by Arul G of ting
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Please tell us what topics you'd like to have discussed on the CoBB, by filling in this CONTENT SUGGESTION FORM
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In this continuation of CoBB's milestone 100th episode, we dive deeper into the world of brand building with our expert panel of guests. Hosts Sharavana Raghavan and Sudeep Chawla are joined by Puru, Manas, and Sapna to share their experiences and strategies in creating successful brands. This episode covers the challenges of distribution, the impact of COVID-19, and the importance of customer feedback and market fit.
PANELISTS:
Puru Gupta - CoFounder of True Elements, a brand dedicated to healthy breakfast and snacks, with a strong presence both online and offline. Manas Madhu - Founder of Beyond Snack, Kerala Banana Chips, which is pioneering the shift of Banana Chips from unorganized to organized snacking with a focus on quality and innovation. Sapna Desai - CMO at Manipal Cigna Health Insurance, with extensive experience in BFSI, telecom, and advertising sectors.KEY SEGMENTS:
Challenges in Distribution and Market Fit
Sapna discusses the live challenges faced in distribution channels, both online and offline. Insights into how Manipal Cigna gauges market fit for new insurance products and the importance of understanding product-market fit for service brands.Impact of COVID-19 on Brand Strategies
Puru and Manas share how COVID-19 validated their brand strategies and shifted consumer behaviour. The panel explores the new opportunities and challenges brought by the pandemic.Customer Feedback and Iteration
Manas emphasizes the significance of conversion ratios in determining product-market fit. Guests discuss their methods for collecting and leveraging customer feedback to refine their products.Brand Differentiation and Competition
The panel debates how startup brands can challenge established players and maintain a competitive edge. Strategies for sustaining brand salience and profitability despite intense competition.Sustainable Investment in Brand Building
Focus on the importance of sustainable investments in brand marketing. Puru and Manas talk about balancing short-term spending with long-term brand equity and avoiding vanity metrics.TAKEAWAYS:
For Entrepreneurs: Identifying distribution challenges early and iterating based on customer feedback is crucial. Persistence and adaptability remain key to navigating market shifts. For Marketers: COVID-19 has underscored the importance of health-related products and services, pushing brands to innovate and adapt quickly. For Brand Builders: Sustainable investment in brand building, focusing on long-term profitability rather than short-term gains, is essential for lasting success.MEMORABLE QUOTES:
"Understanding your customer's needs and iterating based on their feedback is crucial. It’s not just about getting the product right, but about continuously evolving with the market." - Puru Gupta
"COVID-19 has been a validation for health insurance and changed how consumers view their health needs." - Sapna Desai
"Sales is the best feedback; conversion ratios help us understand product-market fit." - Manas Madhu
As always, do mail us your feedback, comments and any questions you may have for our hosts at [email protected]. We love hearing from you.
SHOW WEBSITE
CONNECT WITH OUR HOSTS
Sudeep Chawla - Linkedin
Sharavana Raghavan - Linkedin
FOLLOW US
CoBB - LinkedIn
CoBB - Instagram
CREDITS
- Album Art & Design by ting.in
- Voiceovers by Anjale Stephanos
- Music from Zapsplat.com
- Produced by Kapoor AV
- Shot At Recreate Spaces
- Edited by Arul G of ting
***************************************
Please tell us what topics you'd like to have discussed on the CoBB, by filling in this CONTENT SUGGESTION FORM
It only takes a few minutes, and it will help us provide you with the content most relevant to you.
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In this landmark 100th episode, we bring together a dynamic panel of guests to explore diverse perspectives on brand building. Joining hosts Sharavana Raghavan and Sudeep Chawla are two successful startup entrepreneurs and a seasoned CMO. Together, they dive into the intricacies of creating and scaling remarkable brands in today’s competitive market.
PANELISTS:
Puru Gupta - CoFounder of True Elements, a brand dedicated to healthy breakfast and snacks, with a strong presence both online and offline. Manas Madhu - Founder of Beyond Snack, Kerala Banana Chips, which is pioneering the shift of Banana Chips from unorganized to organized snacking with a focus on quality and innovation. Sapna Desai - CMO at Manipal Cigna Health Insurance, with extensive experience in BFSI, telecom, and advertising sectors.KEYSEGMENTS:
Introduction and Milestones (00:00 - 05:00)
Celebrating 100 episodes of CoBB. Introduction of esteemed guests.Guest Introductions and Brand Journeys (05:01 - 20:00)
Puru shares the journey of True Elements, emphasizing healthy snacking. Manas discusses the inception of Beyond Snack and the challenges of standardizing banana chips. Sapna reflects on her marketing journey across different industries and her role at Manipal Cigna.Brand Building Strategies (20:01 - 40:00)
Discussion on the importance of standardization and quality control in product development. Insights into the role of packaging and branding in creating consumer appeal. The impact of consumer feedback and market testing on product iterations.Navigating Challenges and Learning from Failures (40:01 - 55:00)
Puru and Manas share their experiences of overcoming initial setbacks and pivoting strategies. The significance of persistence and adaptability in entrepreneurship.Innovation and Market Trends (55:01 - 01:10:00)
Sapna talks about the innovations in the insurance sector and how regulatory changes have facilitated faster go-to-market strategies. The guests discuss the shifts in consumer behavior post-COVID and the rise of e-commerce.TAKEAWAYS:
For Entrepreneurs: Embrace failure as a learning opportunity and continuously iterate your product based on consumer feedback. For Marketers: Innovation and adaptability are key in navigating market shifts and regulatory landscapes. For Brand Builders: Consistency in quality and a strong brand narrative can significantly enhance consumer trust and loyalty.MEMORABLE QUOTES:
"Sales is the best feedback." - Manas Madhu
"Persistence and adaptability are crucial in the journey of brand building." - Puru Gupta
"Innovation in marketing strategies can drive significant growth, even in regulated industries." - Sapna Desai
As always, do mail us your feedback, comments and any questions you may have for our hosts at [email protected]. We love hearing from you.
SHOW WEBSITE
CONNECT WITH OUR HOSTS
Sudeep Chawla - Linkedin
Sharavana Raghavan - Linkedin
FOLLOW US
CoBB - LinkedIn | Instagram
CREDITS
- Album Art & Design by ting.in
- Voiceovers by Anjale Stephanos
- Music from Zapsplat.com
- Produced by Kapoor AV
- Shot at Recreate Spaces
- Edited by Arul G of ting
***************************************
Please tell us what topics you'd like to have discussed on the CoBB, by filling in this CONTENT SUGGESTION FORM
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Sharan and Sudeep delve into the concept of T-shaped expertise and its significance in various fields such as marketing, business, and even yoga. They discuss the importance of developing deep expertise in one area and then applying that knowledge broadly across different contexts. This episode provides valuable insights for marketers and professionals looking to enhance their careers by becoming T-shaped individuals.
Key Topics Discussed:
Introduction to T-shaped Expertise: Sudeep recalls the concept of T-shaped careers, which he first encountered while working with Cadbury. The idea is to develop deep expertise in one area (the vertical part of the T) and then apply that knowledge across various functions and teams (the horizontal part of the T).
Importance of Frameworks: Sharan explains how frameworks help structure thinking and problem-solving. Once mastered, these frameworks become second nature and can be applied across different scenarios without explicit reference.
Specialization in Careers: The hosts emphasize the importance of being known for a unique skill in an organization, which attracts good teams and leaders. Developing deep expertise allows professionals to become the go-to person for specific skills within the organization.
Application in Business and Yoga: Sharan draws parallels between business strategies and yoga practices. Just as yoga requires balance and core strength before extending into new poses, businesses need to establish core competencies before exploring new opportunities and adjacencies.
Marketing Context: The T-shaped concept is applied to marketing strategies. By deeply understanding frameworks like the FAB (Feature-Advantage-Benefit) model, marketers can effectively position brands across different target groups and contexts.
Technological Application: The episode highlights the importance of diving deep into technologies like AI and NFTs. Understanding these technologies at a fundamental level allows for innovative applications, as demonstrated by examples from Mondelez and a US sneaker company.
Takeaways:
Develop deep expertise in one area before attempting to apply your knowledge broadly. Use frameworks to structure your thinking and problem-solving, but aim to internalize them to the point where they become second nature. In business, establish strong core competencies before exploring new opportunities. Apply deep understanding and expertise to various contexts, whether it's marketing, technology, or personal branding.As always, do mail us your feedback, comments and any questions you may have for our hosts at [email protected]. We love hearing from you.
SHOW WEBSITE
CONNECT WITH OUR HOSTS
Sudeep Chawla - Linkedin
Sharavana Raghavan - Linkedin
FOLLOW US
CoBB - LinkedIn | Instagram
CREDITS
- Album Art & Design by ting.in
- Voiceovers by Anjale Stephanos
- Music from Zapsplat.com
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Metrics & Measurements: Making Sense of the Numbers
In this episode, Sharan and Sudeep delve into the crucial topic of metrics and measurements in business. They challenge the conventional wisdom of "measure everything" and offer practical guidance for entrepreneurs and marketers.
Our hosts kick off the discussion by reflecting on an earlier episode, "Measure What You Treasure," emphasizing the importance of measuring critical business factors. However, Sharan argues that many businesses measure everything indiscriminately, leading to confusion and poor decisions.
The conversation is structured around three categories of metrics:
Forecasts: These are guesses about future performance, such as sales projections and customer acquisition cost estimates. Sharan explains that while forecasts are attempts to predict the future, they should not be mistaken for actual measurements of current performance. Examples include the predictions of a cricket player's performance based on past trends, like Virat Kohli's anticipated scores.
Snapshots: These provide status updates on current business performance, like market share and brand measurement scores. Sharan emphasizes that snapshots are point-in-time data that need to be understood in the context of past trends to be meaningful. For instance, understanding a player's current strike rate in a cricket match.
Historical Measurements: These look at past performance, such as batting averages or cost-per-lead over time. Sharan points out that while historical data shows how well a business or individual has performed, it is not a reliable predictor of future performance. An example discussed is the initial high ROAS (Return on Ad Spend) of a wellness brand during COVID-19, which significantly dropped as market competition increased.
Sharan and Sudeep provide practical examples to illustrate these concepts, including the challenges startups face with limited data and the pitfalls of applying tech valuation principles to FMCG businesses. They highlight the case of Dollar Shave Club, which was overvalued based on initial subscriber numbers but later faced high churn rates, illustrating the risks of misinterpreting metrics.
Key takeaways from the episode include:
Context is Crucial: Understanding the purpose and context of each metric is essential for making informed decisions.
Build Trends: Relying on long-term trends rather than single data points leads to better insights.
Informed Forecasting: Forecasts should be treated as informed guesses, not definitive performance indicators.
Throughout the episode, Sharan and Sudeep emphasize the importance of using metrics thoughtfully and contextually to drive better business decisions. They conclude by reinforcing that while metrics are essential, their value lies in the context and trends they help build over time.
Join Sharan and Sudeep as they lay out these fundamental principles, providing a practical guide to enhance your effectiveness as a marketer. Ready to elevate your understanding of business metrics? Tune in and transform your approach to data-driven decision-making.
As always, do mail us your feedback, comments and any questions you may have for our hosts at [email protected]. We love hearing from you.
SHOW WEBSITE
CONNECT WITH OUR HOSTS
Sudeep Chawla - Linkedin
Sharavana Raghavan - Linkedin
FOLLOW US
CoBB - LinkedIn | Instagram
CREDITS
- Album Art & Design by ting.in
- Voiceovers by Anjale Stephanos
- Music from Zapsplat.com
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Please tell us what topics you'd like to have discussed on the CoBB, by filling in this CONTENT SUGGESTION FORM
It only takes a few minutes, and it will help us provide you with the content most relevant to you.
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In this episode, Sharan and Sudeep delve into the complexities of misleading advertising within the realm of ethical marketing. They challenge the traditional understanding of what constitutes misleading ads and offer practical guidance for marketers.
Our hosts kick off the discussion by defining misleading advertising, differentiating between exaggerated claims and visual representations. They illustrate their points with examples such as Cadbury's ChocoBomb, Mentos' "Zindagi," and the Axe effect. Sharan emphasizes the importance of using common sense to determine whether an ad is misleading, focusing on the distinction between what the brand claims and how these claims are visually depicted.
The conversation moves to the role of the consumer as the ultimate judge of whether an ad is misleading. Sharan argues that brands must ensure their messages are understood accurately by their audience to maintain trust and credibility. He explains that continuous exaggerated claims can lead to a loss of consumer trust, affecting both repeat purchases and new trials, ultimately damaging the brand’s reputation and sustainability.
Sharan and Sudeep then provide practical tips for creating memorable yet ethical ads. They introduce a framework for marketers, summarized by the formula E = MC², which stands for Echo Chamber Avoidance, Memorability, Courage, and Custodianship. Echo Chamber Avoidance involves seeking neutral feedback to ensure ads are not misinterpreted. Memorability should be achieved through ethical means, using emotion, consistency, and punchlines rather than exaggerated claims. Courage is needed to challenge potentially misleading content, and Custodianship emphasizes always representing the consumer's interests.
Throughout the episode, Sharan shares personal experiences and industry examples to illustrate the importance of balancing creativity with ethics in advertising. He concludes by reinforcing the idea that ethical marketing is crucial for long-term business success and emphasizes the responsibility of marketers to ensure their messages are truthful and accurately understood by consumers.
Join Sharan and Sudeep as they lay out these fundamental principles, providing a practical guide to enhance your effectiveness as a marketer. Ready to elevate your marketing game? Tune in and transform your approach to ethical advertising.
As always, do mail us your feedback, comments and any questions you may have for our hosts at [email protected]. We love hearing from you.
SHOW WEBSITE
CONNECT WITH OUR HOSTS
Sudeep Chawla - Linkedin
Sharavana Raghavan - Linkedin
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In this episode, Sharan and Sudeep dive into the intricate realities of brand loyalty. Is it truly an emotional bond or merely a matter of convenience and habit? This episode challenges the conventional wisdom around brand loyalty and offers a practical guide for marketers.
Our hosts start by discussing why recent studies question the traditional concepts of brand loyalty. With only 13% of consumers feeling a deep attachment to brands, Sharan explains why speed, ease, and habit are the real drivers of repeat purchases. He emphasizes that consumers are pragmatic, sticking with brands more out of convenience than devotion.
The episode delves into the four neurobiological principles of loyalty: reward, memory, emotion, and social interaction. Sharan shares practical insights on how brands can leverage these principles to foster habitual purchasing. Examples include Starbucks for rewards and Patagonia for aligning with customer values.
Sharan and Sudeep then explore tactical approaches to boost loyalty, such as gamification, shared values, and personalization. Continuous engagement is highlighted as crucial for staying relevant, with brands like Red Bull and LEGO maintaining engagement through innovative content and community-building.
The discussion shifts to how loyalty has evolved to focus on convenience, value, and experience. Sharan emphasizes the importance of delivering disproportionate value, using Amazon Prime as an example. The hosts also discuss the role of omnipresence, with Unilever ensuring product availability across various retail formats.
The episode wraps up with real-world examples of brands that have successfully shifted from loyalty to engagement, including Amazon Prime, LEGO, and Harley-Davidson. Sharan and Sudeep also touch on the concept of forced loyalty through ecosystems, stressing the importance of making ecosystems rewarding to avoid customer dissatisfaction.
Join Sharan and Sudeep as they lay out these fundamental principles, providing a practical guide to enhance your effectiveness as a marketer. Ready to elevate your marketing game? Tune in and transform your approach to building brand loyalty.
As always, do mail us your feedback, comments and any questions you may have for our hosts at [email protected]. We love hearing from you.
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In this episode of CoBB | Conversations on the Business of Brands, Sharan and Sudeep dive into the core attributes that make a marketer effective daily. This is not about the broad strokes of marketing strategies but the daily grind that defines success.
Our hosts start by discussing why these three attributes—Freshness, Finishiative, and Fitness—are critical for marketers aiming for excellence. Think it’s just about the big ideas? Think again. They reveal why day-to-day habits and mindsets are just as crucial.
First up, Freshness. Sharan and Sudeep break down how maintaining a fresh perspective and constantly generating new ideas are non-negotiable for marketers. They share practical tips on how hobbies, new experiences, and agency relationships can keep your thinking sharp and innovative.
Then, they explore Finishiative—a unique blend of finishing and initiative. They discuss the importance of seeing initiatives through to the end, emphasizing that great ideas are worthless without execution. Drawing from examples at Pidilite, they highlight how a bias for closure can set successful marketers apart.
Lastly, they cover Fitness, not just in the traditional sense but focusing on mental agility and stamina. Sudeep shares his personal routines for maintaining high energy and alertness throughout the day, including hydration, regular snacking, and exercise. This segment is packed with actionable advice for keeping your mind and body in peak condition.
Join Sharan and Sudeep as they lay out these fundamental principles, providing a practical guide to enhance your effectiveness as a marketer. Ready to elevate your marketing game? Tune in and transform your daily approach to marketing.
As always, do mail us your feedback, comments and any questions you may have for our hosts at [email protected]. We love hearing from you.
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In this episode, Sharan and Sudeep tackle the critical topic of Unit P&L, breaking down its importance, common pitfalls, and practical applications for startups. Whether you're a seasoned entrepreneur or just starting, this episode provides essential insights into understanding and managing your business's financial health.
Our hosts kick off by highlighting why every business owner, regardless of their background, needs to be on top of their numbers. They delve into why many startups get their unit P&L wrong initially and the severe consequences this can have.
Then, Sharan and Sudeep take a deep dive into the specifics of Unit P&L, using a hypothetical healthy chocolate product as an example. They cover:
MRP and Margins: Understanding retailer and distributor margins.
Trade Incentives: Breaking down trade loads, visibility spends, and other incentives.
COGS: A thorough look at the cost of goods sold, including raw materials, packaging, and variable overheads.
Gross Margins: Calculating GM1 and GM2 to get a clear picture of profitability.
Advertising and Promotions: The role of ATL and BTL spends in driving sales and building a brand.
Operating Expenses: Analysing OPEX to understand its impact on net income
Throughout the episode, they provide strategic insights into managing key cost elements over time, such as transportation and manufacturing expenses, and discuss why certain metrics like LTV and ROAS can be misleading in the FMCG space.
Real-world examples from the confectionery industry and strategic moves by companies like Parle-G and Lenskart enrich the discussion, illustrating the practical application of these financial principles.
Sharan and Sudeep also share an Excel sheet template with the audience, allowing listeners to apply the discussed concepts to their own businesses. This hands-on tool aims to help entrepreneurs accurately calculate and understand their unit P&L.
Join Sharan and Sudeep as they demystify Unit P&L and provide you with the tools to ensure your business's profitability and sustainability. Ready to master your numbers and build a healthier business? Tune in and transform your approach to financial management.
As always, do mail us your feedback, comments and any questions you may have for our hosts at [email protected]. We love hearing from you.
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In the finale of our engaging three-part series with Priya Lobo, we dive deep into the mechanics of successful market research and the personal attributes that can make or break a campaign.
Join us as Priya shares her profound experiences working with major brands, highlighting her most memorable campaigns and the nuances of navigating market dynamics. This episode is rich with stories of transformational research that reshaped brand strategies and redefined product categories.
Episode Highlights:
Priya discusses her favourite campaigns, including game-changing market entry strategy for Moov. Explore the critical balance between creative vision and market feedback, and learn how to effectively communicate research findings to maximise impact. Gain insights into the meticulous process of turning data into actionable strategies that resonate with consumers and meet their unspoken needs.This episode is not just a look behind the curtain of successful marketing campaigns but also a masterclass in the strategic thinking and resilience required to lead in the market research industry.
Don’t miss out on these invaluable insights from a veteran who has been at the forefront of market research innovation. It is packed with actionable insights for marketers, brand managers, and business leaders looking to leverage market research for competitive advantage. Tune in to hear Priya Lobo share her wisdom on navigating the challenges and opportunities of market research to build successful, resilient brands.
As always, do mail us your feedback, comments and any questions you may have for our hosts at [email protected]. We love hearing from you.
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CONNECT WITH PRIYA LOBO Linkedin | [email protected]
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In this second instalment of our three-part series with Priya Lobo, CEO of Ormax Compass, we delve into her personal journey to the top and the vital lessons learned along the way.
Join us as Priya shares her transformative experiences and pivotal moments that shaped her path from a fresh graduate to a seasoned CEO. This episode is not just about the climb but also about the strategic stops and starts, the decisions that steer a career from foundational roles to executive leadership.
Episode Highlights:
Priya recounts how early influences and key decisions ignited her passion for market research and led her to leadership. Discover the impact of mentorship and self-driven change on career trajectory. Learn about the essential skills and mindset shifts required for ascending to and excelling in top roles.Priya’s story is a blend of determination, continuous learning, and the right amount of risk-taking. Whether you’re aspiring to executive positions or carving your own path in any field, there’s wisdom here to fuel your journey.
Don’t miss these invaluable insights that could redefine your career path and leadership approach. Watch the teaser here, and find the full episode linked in the comments below for a deeper dive into Priya Lobo’s professional playbook.
As always, do mail us your feedback, comments and any questions you may have for our hosts at [email protected]. We love hearing from you.
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In this enlightening episode, Sharan and Sudeep are joined by Priya Lobo, CEO of Ormax Compass and a veteran in market research. This episode kicks off the first part of a three-part series, diving deep into the intricacies of understanding consumer behavior and the critical role of market research in shaping businesses.
Priya demystifies the complex world of market research and shares invaluable insights on its application across various industries, emphasizing its importance not just for large corporations but also for startups and entrepreneurs. The conversation explores why businesses often sideline market research and how this can be a costly oversight in understanding and meeting consumer needs.
The discussion also highlights practical advice for startups on budgeting for and utilizing market research effectively, debunking the myth that quality research is only for the financially robust. Priya’s approachable explanations and real-world examples illustrate how research is integral to developing products that genuinely resonate with consumers.
Join us as we uncover why “measuring what you treasure” in business through research isn’t just an option but a necessity. Whether you’re an entrepreneur, a marketing professional, or simply curious about the behind-the-scenes of market strategies, this episode promises rich insights and practical tips to leverage research for business success. Tune in to transform how you view and use market research to carve out your niche in the market.
As always, do mail us your feedback, comments and any questions you may have for our hosts at [email protected]. We love hearing from you.
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Sudeep Chawla on Linkedin
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In this thought-provoking episode, Sharan and Sudeep explore how cultural dynamics shape brands, flipping the conventional narrative of brands influencing culture.
Our hosts begin by discussing brands like Lays, which reduced palm oil in its chips sold in India, reflecting broader cultural trends driving brand strategies. They then delve into how iconic brands like Pepsi and Coke shaped culture historically, but today's focus is on the reverse: culture impacting brands.
Sudeep introduces "centralization of trust," where modern consumers trust themselves over institutions, reshaping brand strategies.
Key Cultural Shifts:
Self-Reliance: Consumers use information to make their own decisions.
Secure Experimentation: Growing trend of trying new things with assurance.
Positive-Sum Mindset: Favoring sustainable, socially responsible choices.
Possibility Mindset: Belief that anything is possible, inspired by success stories.
Sharan and Sudeep emphasize staying attuned to cultural shifts, advocating for proactive, questioning approaches to marketing.
Listen to younger team members for fresh perspectives.
Engage deeply with consumers to understand trends.
Integrate cultural insights into strategies to stay relevant.
This episode underscores the importance of cultural awareness in brand strategy. Sharan and Sudeep challenge marketers to embrace cultural changes as opportunities to innovate and lead.
For insights into the intersection of culture and marketing, join Sharan and Sudeep as they navigate the complex landscape of cultural impacts on brands.
As always, do mail us your feedback, comments and any questions you may have for our hosts at [email protected].
We love hearing from you.
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In this contrarian episode, Sharan and Sudeep challenge the prevailing hype for Quick Commerce (Q-Com) and urge a balanced view on its transformative impact on FMCG businesses.
Our hosts begin by questioning the current infatuation with Q-Com, drawing parallels with historical trends such as the rise and stabilisation of Modern Trade (MT). Sharan reflects on the lessons from MT's explosive growth forecasts and its reality today, advocating for a cautious approach to the Q-Com hype. They dissect the allure of Q-Com—its convenience, speed, and technological integration, mirroring the traditional kirana stores, yet enhanced for the digital age.
However, the discussion takes a critical turn as they explore the potential pitfalls for Q-Com, including SKU rationalization and the resurgence of kirana stores. Sharan emphasizes the importance of not becoming overly reliant on one channel, advocating for a diversified approach to ensure brand resilience and adaptability across multiple distribution strategies.
Join Sharan and Sudeep as they delve into the complexities of Quick Commerce, offering insights that go beyond the surface-level excitement.
This episode is a must-listen for anyone looking to understand the nuances of new retail formats and how to strategically navigate them. Tune in to get a fuller picture of Q-Com's role in the future of FMCG distribution.
As always, do mail us your feedback, comments and any questions you may have for our hosts at [email protected]. We love hearing from you.
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In this intriguing episode, Sharan and Sudeep dive into a thought-provoking discussion that bridges the gap between political strategy and marketing savvy. They explore how the massive spending and strategic segmentation in political campaigns mirror cutting-edge marketing techniques, providing a masterclass in audience targeting and brand positioning.
Our hosts dissect the electoral process, likened to the biggest marketing event of the year, where the stakes are high and the strategies are intensely micro-targeted. From discussing the foundational 'product' of a political campaign—essentially the actions and words of politicians—to examining the role of demographic vs. attitudinal segmentation, this episode offers a rich analysis that parallels political tactics with FMCG marketing strategies.
Join Sharan and Sudeep as they uncover the lessons marketers can take from the political arena, emphasizing the importance of a solid 'product' and consistent branding. Whether you're a marketer, a political strategist, or just a curious listener, this episode will equip you with insights on how to craft campaigns that resonate and endure. Tune in to rethink how political strategies can inform and enhance marketing practices.
As always, do mail us your feedback, comments and any questions you may have for our hosts at [email protected]. We love hearing from you.
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CONNECT WITH OUR HOSTS
Sudeep Chawla - Linkedin
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- Music from Zapsplat.com
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