Building Newage Brands In The Social-digital Age
Progressive Grocer|April 2018

In an age when consumer feedback to a product is swift and sharp, brands need to be quick-footed and act with decisiveness and agility to ensure sustenance and growth.

Vikas Lachhwani

Not too long ago, building an FMCG brand was about market surveys and establishing distribution networks. The new social-digital paradigm has decimated most if not all advantages of the distribution network and market information as an indomitable asset. We now operate in a world where information is available on a live wire. Customers and potential customers talk about and to the brand on real-time basis. Now it is the prerogative of the brand to listen to those voices and make the best of it. Consumer voices on social media are like an active information stock exchange.

From a linear process to a loop cycle

Brand building is now a complete loop process. Product needs are identified from consumer voices which then become a basis for new product development. The consumers then provide a feedback on the products themselves, which can be used for product enhancement. It would be incorrect to say that marketers have not been taking customer feedback. However, in the pre-social media era, the time taken between the collation of consumer feedback and any meaningful reaction was too large. It was safe to assume that by the time the product developers would react to the feedback, the market itself would have shifted. In today’s context, brands are expected to react fast and decisively to consumer feedback. This has put agility as a unique requirement for sustenance and growth of a brand.

Survival of the agile

Continue reading your story on the app

Continue reading your story in the magazine

MORE STORIES FROM PROGRESSIVE GROCERView All

On the Menu

RETAIL FOODSERVICE EQUIPMENT INNOVATIONS ARE KEEPING PACE WITH GROWING CONSUMER DEMAND.

5 mins read
Progressive Grocer
February 2021

Kwality Foods: Reviving Ancient Immunity Boosting Capabilities

From a humble family-run business to becoming a leading manufacturer of spices and masalas, Kwality Foods has come a long way. The company offers the widest range of more than 50+ products in 155+ different pack sizes to satisfy all that a homemaker needs, all the while thinking of the consumer’s convenience.

1 min read
Progressive Grocer
February 2021

Room for E-Commerce Improvement

CLOSE THE PICKUP AND DELIVERY GAP IN 2021.

2 mins read
Progressive Grocer
February 2021

MagSon® Eyes ₹120 Crore, To Add 30 More Stores Over the Next 2 Years

WITH OVER A DECADE OF EXCELLENCE IN UNDERSTANDING CUSTOMER NEEDS AND DELIVERING EXCELLENT FROZEN AND GOURMET FOODS TO CONSUMERS, MAGSON® HAS EARNED A REPUTATION FOR OFFERING FRESH AND HIGH QUALITY PRODUCTS AT BEST PRICES. DUE TO THIS, IT IS FAST BECOMING THE FOOD RETAILER OF CHOICE FOR EXPATRIATES, NRIS, TOURISTS AND GLOBAL FOOD ENTHUSIASTS ALIKE…

9 mins read
Progressive Grocer
February 2021

Getting Prices Right in 2021

NEW TECHNOLOGY ISN’T THE ONLY THING FOOD RETAILERS NEED FOR BETTER OPTIMIZATION.

7 mins read
Progressive Grocer
February 2021

Equal Time

THE FOOD AND CONSUMABLES INDUSTRY CONTINUES TO DEVELOP ITS POLICIES REGARDING THE LGBTQ+ COMMUNITY.

8 mins read
Progressive Grocer
February 2021

Two Masks Is the New Mask

What retailers need to know about PPE, sanitation and COVID-19 in 2021.

8 mins read
Progressive Grocer
February 2021

Empire Spices & Food Ltd: Enhancing Consumer Convenience by Using Technology for Product Innovation

ESTABLISHED IN 1994, EMPIRE SPICES & FOODS LTD IS A FOOD PROCESSING AND MANUFACTURING COMPANY BASED IN NASHIK, MAHARASHTRA. THE BRAND IS A PROFESSIONALLY MANAGED FAMILY BUSINESS ORGANISATION AND THEIR PRODUCTS CATER TO THE EVERYDAY CULINARY NEEDS OF THE MASSES. IN A EXCLUSIVE INTERACTION WITH PROGRESSIVE GROCER, ANAND RATHI, DIRECTOR, EMPIRE SPICES & FOODS LIMITED TALKS ABOUT THE BRAND JOURNEY, ACHIEVEMENTS AND FUTURE ROADMAP.

2 mins read
Progressive Grocer
February 2021

Consumers Shift to Immunity Boosting Foods as the Pandemic Rages Unabated

RECENT SCIENTIFIC DEVELOPMENTS IN THE FIELD OF BOTANICALS TO IMPROVE IMMUNE HEALTH HAVE CREATED AN OPPORTUNITY FOR MAJOR BRANDS AS WELL AS STARTUPS TO LAUNCH PRODUCTS CONTAINING THESE INGREDIENTS...

5 mins read
Progressive Grocer
February 2021

All Natural Nutrition Energy Bar Co, Happy Bars Celebrates The Sale of ‘One Millionth Bar'

HAPPY BAR, THE ALL NATURAL NUTRITION ENERGY BAR IS CELEBRATING THE SALE OF ‘ONE MILLION BARS’ IN THE MARKET. THE FLAGSHIP PRODUCT OF FITSPORT NUTRITION FOODS, WITH ‘NO SUGAR AND NO PRESERVATIVES’ AT ALL, IS TURNING OUT TO BE THE NEXT BIG THING FOR THE CONSUMERS WHO GIVE PREFERENCE TO HEALTH AND NUTRITION DESPITE THEIR BUSY SCHEDULES.

2 mins read
Progressive Grocer
February 2021