The company recently laid out its marketing spends in the public domain. Can you elaborate on TSC's marketing budget and strategy for FY25? On digital, we largely focus on two major platforms Google and Meta. Being a digital-first company, understanding what is performing and what is not is crucial. Hence, 95-97 per cent of our digital spend is on these platforms. For offline spending, I would say we have a mix of media modelling. For example, we are trying TV in Andhra Pradesh and Telangana, which are Telugu-speaking regions. That is one media-based modelling we are doing. We also use print media in certain geographies to try and see if the local impact can be created with a certain reach. Additionally, we are exploring localised outdoor advertising in cities like Bangalore where we have multiple stores, helping us increase brand awareness in specific micro-markets.
The festive and wedding seasons are around the corner. What will be your approach this time in terms of marketing? Festive, I think, is real important. We typically release our main thematic communication in June, allowing time for the message to establish itself before the festive season begins.
Also, we use a lot of local influencer TV celebrities to celebrate local festivals.
As for Onam, we use a big face of TV in Kerala to connect with consumers and celebrate that.
Denne historien er fra September 07, 2024-utgaven av BW Businessworld.
Start din 7-dagers gratis prøveperiode på Magzter GOLD for å få tilgang til tusenvis av utvalgte premiumhistorier og 9000+ magasiner og aviser.
Allerede abonnent ? Logg på
Denne historien er fra September 07, 2024-utgaven av BW Businessworld.
Start din 7-dagers gratis prøveperiode på Magzter GOLD for å få tilgang til tusenvis av utvalgte premiumhistorier og 9000+ magasiner og aviser.
Allerede abonnent? Logg på
MEMORIES & IMPRESSIONS
Ratan Tata was an exceptional human being. He was a visionary leader, esteemed industrialist, and a humanitarian, who left an indelible mark on India and the world.
The Robotaxi Market
The robotaxi market is shaping up to be a high-stakes battleground as tech giants and automakers race to transform urban mobility.
And the Nobel Prize Goes to AI
The recent Nobel Prize T awards to AI pioneers affiliated with Google have sparked a broader conversation about Big Tech's influence on research and the limitations of traditional prize categories.
Ola Electrified
Once considered a trailblazer in India’s electric vehicle (EV) ecosystem, Bhavish Aggarwal’s Ola Electric now faces a major accountability crisis.
Sharp Slide in Industrial Output on Eve of Deepavali
India’s index of industrial production (IIP) saw a sharp reversal in August, contracting by 0.1 per cent, in stark contrast to the 4.7 per cent growth in July, mostly because of significant contractions in mining and electricity generation.
Heralding the Solar Era with Sustainable Electrification
RAJEEV KASHYAP on the economics of solar power, the hurdles in scaling it, and much more
A WELL-GREASED MACHINE
The OmniBook X14 laptop runs on first-generation Snapdragon X Elite, which bets big on Al-enabled productivity and battery life, but falls short when it comes to overall experience, says Deep Majumdar
DO NOT LETA HEALTH CRISIS RUIN YOUR FINANCIAL HEALTH
For a family of four living in a metro, it is recommended to opt for a family floater health insurance plan with a sum insured of at least Rs 15-20 lakh
Disruption Ahead: Beyond Organisation Charts and Structures
ALBERT EINSTEIN FAMOUSLY said, “We cannot solve our problems with the same thinking we used when we created them.
Dr. Rahul Shivajirao Kadam: A Visionary Leader Blending Sustainability, Innovation, And Social Empowerment
We are on the stage of global warming, and these technologies not only help prevent further damage but also leave behind a better environment for future generations.
