On the show, the hosts, Sudeep Chawla & Sharavana Raghavan, leverage their collective industry experience of over 30 years to deconstruct and simplify aspects of brand and marketing strategies to enable smaller businesses to build and serve remarkable brands.
In each episode, the hosts take turns interviewing each other, on a specific topic of their choice.
Listeners will see their passion for brands, brand strategies and marketing fill the conversations in the form of candour, debates and even disagreements at times.
I am a new subscriber and finding the content worthy. However, for this video I clicked to understand how to do market research but turns out Priya was talking more about her business..you were continuously steering it back to the startup owners but it was again coming back to research partners. So, that is something that could be worked upon, because if guests doesn't talk about what the video titles say, it's a miss.
@@cobbcast it would be great to see some dichotomy in the panel. I feel that it would make the podcast more engaging. For eg. 1. Legacy brand builders like Darshan Patel (FMCG) and Kishore Biyani (Retail) with new brand builders like Manish Poddar (Fashion) and probably Shashank Mehta (FMCG). Though I can imagine the difficulty of getting such people in for a podcast, it’s just for a framework. Such a podcast would bring out a lot of insights regarding segmentations, pricing, distribution, marketing and brand building etc. 2. Offline first brand builders vs online first. People like Gautam Saraogi (Go colors, Fashion) and Nikhil Doda ( Lahori zeera, FMCG) with people like Sangeet Agrawal (Mokobara, Luggage) and Manoj Meena ( Atomberg, Home appliances). 3. Luxury brand builders vs mass premium brand builders. So on and so forth.. As I said before, I can imagine the challenges of bringing such a panel together, but even higher levels executives of such diverse companies could bring out great insights.
Thanks a lot for the kind words, Kasun. Do take a look at the other episodes too, and let us know if there is any specific topic you'd like us to cover going forward. Ayubowan!
Hi guys! Really great and insigjtful video, a small recommendation - could you please replace the animated logo on the top right corner with a static watermark. It sees to be taking me away from the viewing experience. Thanks
Agree with Sharavana's point about consumer responsibility for product quality. We've become more cost-conscious, prioritizing affordability over durability. Unlike our parents who bought washing machines and refrigerators to last, we tend to buy with a shorter lifespan in mind.
Loved the mental fitness aspect of this episode. I strongly believe that presence of mind and agility are what separate the best from the good. I've also been experimenting with ways to boost my energy levels throughout the day. Here are some things I've been doing to maintain high energy: - 30 minutes of exercise a day - Eating one apple and one orange daily - Maintaining a proper sleep schedule - Restricting social media use, especially short-form content
Heard all the three episodes with Priya in one sitting. Insane value - Logical, actionable, and also strategic. Took notes.. getting in touch with Priya. Thankyou Sharavana and Sudeep. C.o.B.B. is the hero that our industry needs but doesn't deserve. Heading to listen to the latest drop.
What a mind-blowing episode! Sharan and Sudeep shake up the traditional views on brand building. Their insights on the link between brand strength and operational efficiency are truly eye-opening!
Amazingly put. The rise of AI will undoubtedly automate many marketing tasks, potentially causing job displacement. However, for adaptable marketers, this is a unique opportunity to focus on creative strategy and human-centric customer engagement, becoming game-changers in the evolving landscape
Starting my day with this episode! I especially loved the part where you highlighted the importance of making the story protagonist the consumer, rather than the brand. This really resonated with me!
I feel the world is overly obsessed with celebrating accomplishments. Instead, more time should be spent addressing and embracing mistakes. Only with this mindset can one truly learn from their missteps. Once again, an outstanding episode! I appreciate the marketing anecdotes you shared in the podcast
I felt a strong sense of reaffirmation while listening to this episode. My key takeaway is to nurture your learning cycle and identify what you enjoy. Thank you for this episode !
Sir how can we crack distribution for non-fmcg products and can we create house of brand in non fmcg category as well? Non-fmcg can be like kitchen products home improvement products etc
Yes they do focus on brand building, but their evolution could be different. For other consumer products like electronics and apparels, the shopper journey and the unit economics could also be different. For example: A microwave might be priced ₹10,000 which could still cover the cost of transaction. Similarly for apparel, the inventory and retail costs are very different. What do you think?
sir something about this fight(but healthy) between Byron Sharp and Mark Ritson about differentiation and brand positioning.both agreed on brand distinctiveness part though.
sir if there are two brands and both are focusing on brand building ,penetration ,have distinctive asssets and even disciplined.Who will have more market share and What will be the most important factor to win in that case? and How to win against big brands?
Thanks for your questions @footnews2800. 1) Despite strategy being identical, there are multiple other factors that can influence who performs better, like product quality, consumer acceptance, friendliness of service, etc. So there is no way to have a right answer there. 2) This is a whole other topic, and we could possibly do an episode on this topic in the future. But in short, its hard, very hard. Not just because of deep pockets, but by the sheer might of size owned by the big Brands.
Sir but some marketers believe that consumer will hide some answers in qualitive research or even in some case they even don't remember why they bought this in first place and we have very limited memory space for this kind of moments.for example i like coke pepsi but sometimes i even dont know why i bought fenta.i give reason because of change but then why not sprit or maza then.
This is exactly why Sudeep mentions the minimum requirement of people in a quantitative research to either 30 or 150. This way you account for the vagaries. For every one of you who has Fanta for variety, there will be loyalists who insist on Fanta and wait for its summer variants. The idea of the research is to capture this.
Sir if i am using value proposition for about 2-3 years then my value proposition is my positioning or positioning is something different from value proposition?
Great Question! We could do a whole episode on this. But here is the short answer: Value proposition is the larger picture thinking and a direct output of a company's business strategy.They reflect your the promise you make and the benefits you provide to justify the cost the customer will pay for it. Positioning statement is a subset of the value proposition. It includes the target audience, branding, category of play, and competitive differentiation. Most importantly, positioning statement is meant to enable single-minded communication to very specific sets of audiences.
how to choose and use associations in branding? for example thumbsup means adventure.we can try with bathroom mat or curtains or anything which is boring.
Thanks a lot for the suggestion @Footnews. We're adding it to the list of topics in the coming weeks. If you can send us a 'hi' on mail@cobbcast.net we'll send you an email when we publish.
I have a Question: In branding we mostly say we should stand for a single thing but in case of mamaearth it stood for too many things-a)For baby care products b)for personal care c)natural products. will this affect their branding?if yes,thats why they have a roas of 2.6 from last 2 years and how will they reposition their brand from here? if no,then what is that single thing mamaearth stand for or if they stood for multiple things then how can we use this type of branding strategy?
Thanks an interesting question. We think Mama Earth's core proposition is wholesomeness and safety. if it safe enough for the baby, its safe enough for all. The portfolio extension has only leveraged this proposition across segments. Don't think they are are confused by any means here. We're not in a position to comment on their RoAS from the outside.
