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Pee Safe to hike its marketing budget by 40% this year

The brand plans to grow awareness around its existing feminine hygiene categories and advertise new products in the pipeline, says Vikas Bagaria, Founder, Pee Safe. He says a decent share of the brand’s marketing budget will be allocated to offline mediums

Vikas Bagaria

Traditional advertising mediums such as outdoor, newspapers among others would see a surge in 2021, said Vikas Bagaria, Founder of Pee Safe.

“Despite growing efforts on digital marketing by brands, offline marketing, especially outdoors, transit, in-flight and newspapers would see a surge in 2021,” Bagaria told BestMediaInfo.com.

Talking about the advertising strategy of the personal hygiene brand, he said a decent share of the brand’s marketing budget would be allocated to offline.

The brand plans to increase its marketing budget by 30-40% in 2021. “In absolute terms, yes we would increase our marketing budget by 30-40% as we plan to grow awareness around existing feminine hygiene categories as well as advertise new products that we plan to launch. As a relative measure to our revenue, it would reduce by 8-10% to increase our efficiencies,” said Bagaria.

The brand aspires to become truly global in three years. Pee Safe is gradually building international business and expanding to the West, apart from the subcontinent, Southeast Asia, East Africa and the Middle East, where it is already present.

It also wants to invest in experiential advertising in 2021, which could not happen in 2020 as the cost of logistics was higher than usual, and at the same point of time customers were more particular about their needs and demands. Bagaria said the plan is to induce trials to the target audience by offering more product samples and ensuring a superb customer experience, which it couldn't do in 2020.

The majority of the brand’s content and communication is built in-house.

According to him, insights from greater consumption of content on social media are helping the brand understand customer preferences and further enhancing the company’s content marketing efforts. Moreover, it helps Pee Safe connect better with its customers and build better brand loyalty and retention, he said.

“Hygiene would remain a priority as the Covid situation eases with the introduction of vaccine. People would still remain hygiene-conscious and will incorporate it in all aspects of their lives,” Bagaria said.

Bagaria said a lot of unorganised players tried to enter the hygiene space with substandard products but didn't see much success as their overall narrative wasn't defined in hygiene. “Customers are growing aware and they care about product quality more than ever,” he said.

Bagaria said that the brand’s efforts towards creating stronger awareness around menstrual hygiene garnered fewer eyeballs than expected as consumers were focusing largely on general personal hygiene (more so because of an inherent fear psychosis). “As things settle in 2021, and Covid-related products consume less mind space as well as the purchasing power of the customer improves, it will find its equilibrium.”


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