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Internet growing with mobile penetration, says Mondelez’s Prashant Peres

Tushar Vyas, Chief Strategy Officer, GroupM, South Asia and Prashant Peres, Director, Marketing (Chocolates), Mondelez India discuss how marketing has changed over the last decade and how brands are rapidly going the digital mode

BestMediaInfo Bureau | Mumbai | May 26, 2016

Prashant Peres and Tushar Vyas at IAMAI Marketing Conclave Prashant Peres and Tushar Vyas at IAMAI Marketing Conclave

In another interesting session at the 12th marketing conclave of Internet and Mobile Association of India (IAMAI) Tushar Vyas, Chief Strategy Officer, GroupM, South Asia and Prashant Peres, Director, Marketing (Chocolates), Mondelez India discussed how marketing has changed over the last decade.

Vyas began the session by asking some rapid fire questions to Peres. He asked him how marketing had changed over the years. Peres said marketing had changed over the last decade, or rather more in the last five years. Many brands have gone digital and internet is growing with mobile penetration.

Peres continued that about 10 years back, brands started with the question ‘how do I get my reach (TV, print, out of home advertising)’? “If a brand has money left after using these mediums then it goes on-ground to engage with the consumers. Today there has been a dramatic change in this. What was an add-on then (consumer engagement), today has become the pole of marketing. Digital is the most convenient mode of anytime shopping. We are way ahead of China and the US in terms of shopping,” said Peres.

“Consumer packaged goods (CPG) companies are behind the curve when it comes to digital. There are two opportunities for CPG companies on e-commerce. One is getting the traditional consumer to purchase online and the second is for e-commerce to create markets for the future. For instance, the gifting space is moving towards e-commerce.”

Moving on, Vyas questioned Peres on what he felt about the concept of ‘always on?’ Peres said that being ‘always on’ comes at a cost of the brand. So if a brand chooses to be so, then they need to ensure they deliver. There is no harm in being ‘always on.’

Sharing insights of how a brand has stayed relevant with time, Peres shared an example of their longest running property, ‘Bournvita Quiz Contest.’ Peres said, “There was a time the contest came on radio. When television emerged, they changed the proposition to television and today, as the world moves digital we have taken the property on YouTube and it is giving us better numbers than television.”

On a concluding note, Vyas asked Peres about the success medium in digital. Peres said success or failure cannot be measured as per your medium. It should be measured in terms of which medium works for your brand, whether it is OOH or print or some other.

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