In this conversation with Rashi Goel, a battle-tested marketeer, we embark on a quest to explore the world of consumer brands and scaling them through innovative strategies. Join us on a journey through insightful musings from thought-provoking conversations, touching upon diverse brands like Nestle, Nescafe, Lakme, Closeup, and even Amazon.
Rashi Goel is a Founder & CEO - Performonks. Over a 25-year career, Rashi has applied consumer empathy, commercial acumen, and product innovation to grow businesses and build brands at L’Oreal, Unilever, Coca-Cola Inc, PepsiCo, Kraft Heinz, Nestlé, and Amazon Stores.
Please connect on Linkedin https://www.linkedin.com/in/rashigoel-consumermarketing/
Rashi's Blog https://performonks.com , performonks/substack.com
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra. She is Senior Vice President of Strategic Planning at Havas Creative. Jasravee has over 20 years experience as a Strategic Brand Builder, Communications Leader and Entrepreneur.
Please visit Jasravee at https://jasravee.com/
Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
Email Jasravee at firstname.lastname@example.org
00:00 Preview & Introduction to Rashi Goel
02:33 Marketing Tech Brands vs FMCG Brands
06:37 Power of Emotional Engagement in Tech Brands
11:00 Ask Nestle - Crafting the Corporate Brand Story
14:21 Ask Nestle - Nutritional Blueprint for Moms
22:49 Nescafe - Making Coffee A Part of People’s Transitions
30:00 Lakme - Turning the Skincare Category Around
36:51 Close Up- Breaking Category Codes
41:38 Sprite - Designing Innovative Consumer Promotions
45:14 Rapid Fire - Personally Speaking with Rashi Goel
48:21 Connecting with Rashi Goel
Amongst other things the conversation touches on the following areas
Nescafe : Transition Phases and the Birth of New Habits
Life, much like branding, is a journey of transitions. Moving from school to college or college to the first job marks significant milestones that shape our habits and preferences. This transition spawns the creation of new habits, both positive and negative, exemplified by choices such as smoking, drinking, and romance.
These phases offer fertile ground for brands to establish themselves as part of these transformative experiences, thereby becoming ingrained in consumers' lives.The team at Nescafe used this insight to position coffee as the quintessential emblem of adulthood. As individuals traverse from one life stage to another, coffee emerges as a symbolic initiation into the world of grown-ups.
Power of Emotional Engagement in Tech Brands
Contrary to popular belief, technology-driven products are not devoid of emotion. Emotions find their place even in the realm of tech products, albeit in a different form. The key lies in crafting emotional connections that resonate with consumers.Successful tech branding hinges on establishing relevance, credibility, and trust.
Ask Nestle: Personalized Nutrition for Moms
Nestle's journey into personalized nutrition for mothers offers a striking example of how brands can address specific consumer needs and aspirations. Ask Nestle provided personalized nutrition plans to cater to individual preferences and regional dietary habits. This involved creating a content machinery that delivers scientifically accurate and cost-effective information.
Lakme: Reviving the Essence of Seductive Beauty
Revitalizing a brand's essence required a multi-pronged approach encompassing fundamental improvements, effective training, and compelling communication. This involved strengthening the brand's foundation by training beauty advisors and enhancing product knowledge. It also meant reinventing packaging and crafting impactful communication to resonate with consumers' emotions.
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