As part of our new series, ‘Marketers Playbook for 2020 Post COVID--19?, Nikhil Chand, Director – Foods and Confectionery, Nestlé India explains how the food company has initiated a switch towards the “new normal” and adds that brand communication will now have to reflect the “new reality” in their messaging.
The phrase ‘unprecedented times’ has become a reality for us today. How we come out from this as society, is what matters the most to all of us at Nestlé India. We have committed ourselves to continue to give every possible support to the communities and to the authorities who are fighting tirelessly and valiantly each day against the spread of this virus. We owe a great deal of gratitude to our frontline heroes and the latest KITKAT video expresses the same with the theme “India is forever grateful to you for not having a break right now”
We will all be facing a new normal when this crisis is over. Marketing objectives will in some cases follow consumer behaviors and attitude, but also a chance to lead consumers to the new normal. Consumers will increasing seek brands to reassure them that in the new normal and some things don’t change. Content that is relevant, simple and entertaining will stand out. The way I see it brands will have to work around 4Rs:
- Restart and come back to the new reality
- Reset channels and categories to resonate with new relevance
- Reengage in fresher ways for brands that have been an essential part of the consumer’s lockdown consumption
- Reinvent to tap into opportunities which didn’t exist pre-lockdown
We have already initiated our switch towards the “new normal”, with the launch of the ‘MAGGI Service Campaign.’ The current scenario has naturally witnessed a growth in in-home consumption. Brand MAGGI has always believed in supporting home-cooking. As part of our service campaign, our website
MAGGI.in will have the most popular recipes from across the country, under three areas of “made easy”, “made with a twist” and “made healthier”.
In trying times like these, with limited ingredients, many meals have to be made at home and demands for variety, consumers surely need a helping hand. The solutions available on
www.maggi.in will encourage consumers of all skill levels to approach everyday cooking with confidence and enthusiasm, discover new ideas and also have access to expert tips and serve something delightful. For the first time, we will also provide a platform to several home chefs and make nearly 700 of their popular recipes available on our website.
Going forward, companies will have to come out with brand communications which weaves in the “new reality” into the core of its messaging. The entire corporate world is coming to terms with the fact that ‘Working From Home’ does not necessarily impact the productivity of their employees. It could very well become the new normal. For a brand though it means loss of platforms where we could tell our stories. Taking Delhi as a case in point – does the metro branding give the same ROI if the commuter numbers were to be reduced from the usual? Will massive bill-boards at ‘strategic locations’ hold the same value if the traffic were to go down by 30-40%? These are pertinent questions that most of us as marketers would have to look into.
These few days have also been an acid test for brands as far as their brand loyalty is concerned. Shaken to an extent, consumers at large have shown low interest in experimenting, especially with their food. It would be a cardinal rule for brands to invest in building trust among its consumers. In a post-COVID world, the space for brands who do not command much trust from their consumers, will further shrink.
To sum this situation up, there would be several other changes that brands would have to be prepared for. The marketing success of a brand would gradually become a function of the flexibility of its organization and its propensity to adapt to the new normal!
