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Mindful Of Market Sentiments

Consumer finance and cashback offers played a vital role, along with credit card finance in boosting the growth of the white goods segment.

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Untapping categories, strengthening core offerings and playing across Indian markets including semi-urban and rural were cornerstones of Voltas’ 2020 marketing growth strategy. Much of this has found its way in its 2021 game plan as well. According to its vice president and head of marketing, Deba Ghoshal, Voltas plans with the “purpose of performance”. He explains, “Purpose should be driven by consumer, company and competition. These three are the guardrails of the definition.”

Much of the initiatives that Voltas undertook followed this ‘result- oriented’ approach. Digital had become front and centre in its plans, as the company digitised many of its marketing efforts. Even in its festive season campaigns such as for Onam, Ganesh Chaturthi, Diwali and the likes, it undertook digital meets to connect with its consumers. As more of its marketing innovation became primarily digital driven, digital spends increased significantly for the company.

For The Consumers

Ghoshal’s marketing strategy was mindful of the market sentiments as consumers looked at value offerings and not discounts. In the year gone by, it introduced several consumer offers with the objective to reduce barriers for adopting new categories. Consumer finance and cashback offers played a vital role, along with credit card finance in boosting the growth of the white goods segment.

“We are sharper now in what we were offering to the consumers. When we were at the peak of the lockdown last year, we did not speak about our marketing proposition but what we could do for our existing consumers. We looked to help them in taking care of their appliances for example, when our service staff could go out. If you are in the business of purpose, you need to help consumers when they need it. The whole thing moves to a much higher order and a higher level of communication,” Ghoshal observes.

More Heath Conscious In Everything

The pandemic reiterated the need for holistic wellness and people are increasingly becoming conscious of the health-centric features of their home appliances. Keeping this in mind, Voltas’ innovations addressed the need of the hour. It introduced the Super UVC LED based PureAir inverter AC, that claims to be effective in killing 99.9 per cent germs and pathogens.

The company also launched a portable disinfection unit called UV Hand- Held, designed for rapid sanitation of any surface, especially for offices and commercial places.

Ghoshal informs that both these launches were “very well-received by the consumers and Voltas is confident that this is a category that will continue to grow in the coming years”.

Commenting on being named among India’s top marketing leaders, Ghosal says, “This award clearly goes to the dedicated, passionate and the whole team at Voltas. It is always about the team, and I owe it to them and the organisation. Strengthening the brand Voltas with a clear purpose of performance and being result-oriented, especially during a challenging year, required the right mix of hard work, teamwork, leadership and strategy. I was fortunate enough to have all these on my side."


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magazine 20 April 2021 voltas marketing digital