Your life, their stage
Whirlpool is waking up to lifestage marketing, which entails capturing consumers’ attention and money during the various times they consider buying a product.
Whirlpool is waking up to lifestage marketing, which entails capturing consumers’ attention and money during the various times they consider buying a product.
When women marry, and also work, there is pressure to keep up a lifestyle that does not rock the boat. Home appliances come in handy, and this is a lifestage marketers can exploit.
When did you buy your own refrigerator? When you left home to work and live on your own, or perhaps, when you got married? Did you realise you were at a ‘lifestage’ marketers could use to sell their wares more efficiently?
Whirlpool of India is using lifestage marketing to focus better on target audiences. “Home appliances are not impulse products, they are not related to age, time, season or anything of that sort. It is certain lifestages that trigger consideration of home appliances, says Anup Jain, General Manager (Brand Marketing), Whirlpool.
Jain explains that marriage, move to another city, arrival of babies and buying your own house or renovating it are some of the situations that trigger consumers to buy home appliances. When women marry, and more so if they are working, there is a pressure to keep up a lifestyle that does not rock the boat getting the cooking done, clothes washed, ensuring a hot meal at dinner, minimising dependence on erratic domestic help and, in addition to all this, getting to work on time and being successful at the job is big motivation for people to consider buying home appliances.
According to Jain, research based on NRS 2005 data analysis has shown that even if 33 per cent of the 2.6 million unmarried women aged 20-24 years in the SEC A and B markets buy a refrigerator within their next birthday, it would account for 25 per cent of the 3.5-million unit refrigerator market. Incidentally, a refrigerator is one of the first few buys a family makes.
Typically, marketers categorise consumers of fast moving consumer goods and consumer durables by social class, income, age and gender. However, discovering lifestage triggers help to identify who among these is more likely to buy an appliance.
Lifestage marketing also makes for efficient use of marketing spends. It also implies greater use of direct marketing. Whirlpool has tied up with a matrimonial Web site as one of several home appliances providers to market its wares. To get brides and grooms buying, a honeymoon incentive has been thrown in.
We are confident that we will be spending on 100 per cent prospective buyers who will set up homes after marriage. If we were to advertise in a newspaper, we would be wasting our rupee on consumers who are not considering marriage as well, declares Jain. There have been more than 5,000 registrations on this Web site. “We hope to have a 100 per cent market share in refrigerators amongst this audience. Otherwise, it would have been the average we have outside _24.5 per cent!” he elaborates. The newlyweds segment is the largest contributor to the home appliances category and accounts for 25-40 per cent of refrigerator buyers, he adds.
And there’s no escaping these triggers! Even if you survive one, you are bound to experience another as you go through life,” says Jain. Resisting a trigger depends on alternative solutions (family support, domestic help with the washing and cooking, having time on one’s hands and such) or barriers (income or space constraints). But temptation/necessity may rear their heads as lifestages change. If you put off buying a washing machine when you set up home, the arrival of a kid and the attendant loads of nappies might have you reconsidering it very seriously.
Jain calls this a very potent consumer behaviour model. The traditional classification lacks in-depth effort it does not reveal when the category actually gets into a consumer’s consideration set, he says. Jain, who has worked in FMCG companies earlier, says one company followed a similar marketing practice the point of market entry.’ It would market shampoo to adolescents just becoming conscious of their looks, and sanitary napkins to young girls on the threshold of puberty. But the difference between lifestage and point-of-market-entry marketing is that the latter is restricted to entry, and therefore not a complete model that extends to various points in time.
Whirlpool commissioned detailed market research among 100 homemakers and their spouses across various SECs in the metros and Agra, Ahmedabad, Kanpur and Jalandhar. The India arm is the first in the Whirlpool group of companies to undertake lifestage marketing and probably the first among other companies in India as well, says Jain.
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
TOP STORIES
E4M Our strategy is to target younger audiences through Sports: Rajiv Dubey, Dabur
The Head of Media at Dabur India spoke exclusively to exchange4media on the World Cup, associating with Indian Idol, the company’s digital spending and much more
With quirky campaigns, memes and moment marketing, timed with the ongoing World Cup and particularly the India-Pakistan matches, Dabur India has got considerable consumer attention for its popular brands – Red Paste, Cool King Hair Oil, Chyawanprash, Dabur Vita and the recently launched Bae Fresh Gel toothpaste.
The 140-year-old company is going big on key sporting events, World Television Premiere (WTP) movies and reality shows. It is now gearing up to become the title sponsor of popular talent show ‘Indian Idol’ on Sony TV for the first time, shared Rajiv Dubey, who leads the media strategy at Dabur.
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
ShareSwapan Seth's new book 'COOL' is out
The book is a reflection of the author's 'eclectic taste across categories'
Advertising professional and art collector Swapan Seth has announced the launch of his new book COOL. The book is described as "a ready reckoner to the hip and the happening, of the known and the very unknown."
The book is a reflection of the author's "eclectic taste across categories: from boltholes to exotic hideaways."
COOL has been published by Simon & Schuster India and is available on Amazon.
Seth is an ad veteran with a long and illustrious career in the industry. He became the youngest-ever Creative Director at Clarion at age 24. He was VP at 26 at Trikaya Grey. Two years later, he started his agency Equus.
He writes for publications such as The Economic Times, Hindustan Times and India Today. This is his second book and he has previously published THIS IS ALL I HAVE TO SAY.
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
Disney Star signs 9 sponsors for Asia Cup PAK
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up come on board
e4m Staff Disney Star has signed nine broadcast and digital streaming sponsors for the upcoming Asia Cup.
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up have come on board for the upcoming tournament.
As reported earlier by exchange4media, Disney Star has sought Rs 26 crore for the co-presenting sponsorship on TV and Rs 30 crore for Disney+ Hotstar.
According to industry sources, the associate sponsorship on Star Sports has been priced at Rs 19.66 crore, whereas for the ‘powered by’ sponsorship on Disney+ Hotstar, the broadcaster is seeking Rs 18 crore.
As per the information available with exchange4media, Disney+ Hotstar has three sponsorship tiers-- co-presenting (Rs 30 crore), powered by (Rs 18 crore) and associate sponsorship (Rs 12 crore). The broadcaster is offering an estimated reach of 120-140 million for co-presenting sponsors, 90-100 million for powered by and 60-70 million for associate sponsorship.
A spot buy for 10 seconds has been priced at Rs 25 lakh for the India vs Pakistan matches, while for the non-India matches, the ad rate for 10 second is Rs 2.3 lakh. The India matches plus the final for ODIs has been priced at Rs 17 lakh per 10 seconds.
Asia Cup is scheduled to be held from 30 August, 2023, to September 17, 2023.
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
Sorted 360 wins creative & social media mandate of Reliance Mall
The agency will manage offline and online campaigns for Reliance Mall
Sorted 360, an integrated creative and social media agency, has won the mandate to providing brand solutions for Reliance Malls across India.
“Sorted 360 is set to enhance Reliance Malls' market presence with their unparalleled creative prowess and strategic thinking,” read a press release.
“Sorted 360's commitment to pushing the boundaries of creative communication aligns perfectly with Reliance Malls' ethos. With a pan-India presence spanning across 19 cities and growing, Reliance Malls has consistently captivated customers by offering an array of Reliance brands and third-party fashion & lifestyle brands. The mall has established an unparalleled connection with its patrons through superior quality, a remarkable value proposition, and an unmatched shopping experience,” it read further.
"We are thrilled to welcome Sorted 360 as our trusted partner in advancing our brand presence across the nation," said the Head of Marketing at Relaice Malls. "Their proven expertise in retail, shopping center management, and innovative creative strategies make them the perfect fit for our vision."
"Partnering with Reliance Malls is a testament to our commitment to shaping extraordinary brand experiences," remarked Prerana Anatharam, Co-founder of Sorted 360. "We are excited to leverage our strategic and creative acumen to further elevate Reliance Malls as the epitome of convenience, choice, and excellence."
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
test
test
test
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
test
test
test
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
KlugKlug onboards Hemang Mehta as Country Manager for Indias
Mehta was most recently Head of Agency Relationships at Network 18 Media & Investments
KlugKlug has appointed Hemang Mehta as its Country Manager for India.
Mehta will play a pivotal role in driving KlugKlug's growth and expansion within the Indian market and be responsible for Sales & GTM Strategy
Prior to that, he has also represented organisations like Exponential (now VDX.tv), India Today Digital and Rediff.com. His expertise spans various domains including digital media sales, mobile marketing, media planning, and buying, social media marketing, and more.
Hemang Mehta expressed his enthusiasm about joining KlugKlug, saying, "I am thrilled to be a part of KlugKlug, a forward-thinking platform that is reshaping the influencer marketing landscape. As much as I look forward to collaborating with the exuberant team at KlugKlug, I am super excited to interact with the brands to deliver powerful data-backed Influencer solutions that will guarantee business outcomes."
Commenting on the appointment, Kalyan Kumar, Co-Founder and CEO of KlugKlug, stated, "We are excited to welcome Hemang Mehta to our team as the Country Manager for India. His extensive experience in digital media sales and marketing will be instrumental in driving our efforts to provide influencer marketing solutions to our clients. We believe Hemang's leadership will be key in scaling our operations and expanding our reach within the Indian market."
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp