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Tag: Suvodeep Das

  • For a B2B brand, marketing needs to have a deeply symbiotic relationship with sales

    For a B2B brand, marketing needs to have a deeply symbiotic relationship with sales

    Marketing for a B2B brand is becoming more personalised than ever before. Sounds counter-intuitive, right? After all, B2B essentially means selling to a ‘business’, which is a huge entity, and, hence, impersonal. However, in the constantly ‘disrupted’ business world of today, the reality could not be farther from the truth. B2C should ideally be personalised, but in reality it is targeted to a broader set of consumers, neatly grouped and profiled based on certain demographics. B2B, on the other hand, has become much more individualised. Marketing to a business means selling to the key decision-maker(s) in the organisation. Hence, for a B2B brand, marketing and sales are no longer two distinct functions. Rather, the relationship has grown more symbiotic and stronger, aligned for faster growth and greater success.

    A paradigm shift

    For a B2B brand, marketing is no longer merely about generating or cultivating leads and directing the same towards sales for further engagement. It is about laying foundations for a long-term relationship, the first step in creating a long-lasting relationship, which will then be built upon by the sales team. For ensuring success of the brand, B2B marketers need to take a holistic view, thinking in terms of not just engaging the business customer at the other end, but also how the product/service they are selling will impact the buyer’s end – the consumers. This needs a paradigm shift in the way marketing strategies are drawn up – the consumer experience of the end-buyer needs to be factored into the strategy, for not just a competitive advantage, but with the intention of fostering lasting relationships.  

    Marketing and Sales in B2Bs – A Synergistic Relationship

    With multiple channels of sales, and the increasing trend of online purchases, even for B2B, what becomes paramount is building on the symbiotic nature of marketing and sales for optimizing revenues.  Most brands are investing in marketing automation and using technology to increase visibility and digital awareness of the brand, through content marketing, social media, innovation, etc. But merely using social media to build brand awareness is not really productive for B2Bs if there are no close and frequent interactions with the person(s) at the other end.

    On the other hand, the sale cycle in a B2B can often be a long-drawn-out cycle, needing multiple personal visits and calls. This is why the two teams need to collaborate. The synchronisation of sales and marketing efforts can lead to reduced sale-cycle while boosting revenues. Marketing facilitates sales by identifying potential and engaged customers. In this era of readily-available information, where brands compete and clamour for attention, a proactive marketing strategy can tilt the balance by arming potential buyers with solutions, volunteering expert knowledge, or offering guarantees for performance and services.

    B2B business platforms are also transforming, as the impact of newer models and disruptive practices spreads.

    LinkedIn and Facebook are good examples. Social platforms launched for P2P interaction, these have grown into P2B / B2P, seamlessly allowing for both personal and business relationships to co-exist. The traditional ‘sales funnel’ model has been transformed by the ubiquitous reach of the internet and digital technology to a multi-channel one. Discerning customers, armed with information, having meticulously researched and reviewed the product/service on offer, seek not just quick, convenient solutions, but also relevant and reliable ones. To succeed with the newer sales funnel, B2B brands require closer and deeper integration of marketing and sales, a cohesive effort which will facilitate a seamless experience for their customers, both current and potential.    

    If marketing is the first step, then sale is the closing act.  Without one, the other would not succeed.  The deeply woven threads between the two create the intricate fabric for business success.

    (The author is vice president sales & marketing, Sodexo BRS India. The views expressed are his own and Indiantelevision.com may not subscribe to them.)

  • Kaya revamps brand identity, launches ad campaign

    Kaya revamps brand identity, launches ad campaign

    MUMBAI: Kaya Skin Clinic has launched a new advertising campaign post the complete revamp of its brand identity.

    The new campaign is in line with the changing hopes and aspirations of today’s Indian woman and highlights the brand’s focused shift from a clinical approach to being the ultimate beauty destination.

    Created by Kaya’ creative agency, Salt Brand Solutions, the television campaign introduces Kaya’s Signature Face Therapy range.

    Kaya Skin Clinic marketing head Suvodeep Das said, “Our endeavour is now to communicate that the brand is not only a problem solver but also offers the consumer complete beauty transformations. As part of the repositioning exercise, we have also introduced a new portfolio of services. Our new TVC campaign portrays the brand in a contemporary, fresh and aspirational light”.

    Apart from the TVC campaign, the company is deploying mediums like print, outdoor, digital and social media to promote its new identity. Kaya is also introducing the ‘Kaya Wall of Beauty’ initiative through its digital embassies to encourage consumers to share how Kaya redefined ‘beauty’ for them.

    The initiative aims to create an engagement platform for consumers to post their experience at Kaya along with a picture for the world to see and appreciate.

    “Kaya Wall of Beauty’ gives us a strong platform to engage with our six lakh consumers across the nation. This digital activation resonates with our new TVC’s thought and brings the experience alive with our consumers sharing their stories of how Kaya has made them look and feel beautiful,” Das said.

  • Kaya Skin Clinic dons new brand identity

    Kaya Skin Clinic dons new brand identity

    MUMBAI: Chain of skincare clinics, Kaya Skin Clinic, has announced a complete revamp of its brand identity. It has redesigned its logo and has come up with a new tagline- Love what you see.

    The change is in line with a new market positioning and a shift in perceptions that Kaya now seeks to establish, moving from an expert solution provider for skincare problems, to a personal guide for total skin care.

    Salt Brand Solutions is the creative agency behind Kaya‘s creative makeover and Eureka Moment has re-designed its retail identity.

    Kaya Skin Clinic marketing head Suvodeep Das said, “Kaya has built a reputation as the ultimate expert that solves all skin problems. The brand is much more than just a problem-solver, it offers the consumer complete beauty transformations. This repositioning exercise is not just about communicating a change in brand identity – there is a new portfolio of services, new service design within the clinics and a new retail identity at the clinics that is being launched. The new look of Kaya is young and fresh, as personified by the face of this brand campaign, Giselle Monteiro.”

    This rebranding will be rolled out across all Kaya Skin Clinics in India, product packaging and advertising.

    Kaya‘s new look is inspired by insights gained through research and consumer feedback. It reflects the changing expectations and aspirations of the urban Indian woman. This moves the brand closer to what consumers want – a dermatology-based expert offering science-based solutions, customized to individual needs. The new Kaya is contemporary, inviting and aspirational, the company said.

    The objective of redesigning the logo unit is to connote the brand‘s warmth and expertise. The primary color of the logo is Burgundy, which connotes expertise and premiumness. The font is softer and rounder at the edges, giving the brand warmth. The new tagline ‘Love what you see‘ is an expression of how consumers feel after a visit to Kaya.

    Additionally, as a part of its new avatar, Kaya Skin Clinic has launched few new services.

  • Salt Brand Solutions bags Kaya’s creative duties

    Salt Brand Solutions bags Kaya’s creative duties

    MUMBAI: Salt Brand Solutions has won the creative duties of Marico‘s Kaya Skin Clinic.

    Kaya Skin Clinic is looking at making the brand relevant to a larger target audience.

    Kaya Skin Clinic marketing head Suvodeep Das said, “Kaya is at a stage where we need to increase the relevance of the brand for a larger target audience. We were looking for a creative partner that not only understands our consumer‘s needs but is also well adept at working in the new changing environment where consumers are interacting with the brands like never before.”

    The mandate was awarded following a multi-agency pitch. 

    Das further stated, “We went through an elaborate pitch process and met several leading agencies. I‘m pleased to announce Salt Brand Solutions as our new creative agency and hope that this new partnership will further enhance our marketing communication and enable us to connect with our consumers in an engaging and effective way.”