Ever wondered how Indian culture influences business and marketing?
In this episode, we sit down with Santosh Desai, a distinguished authority in the realm of luxury brands. Desai is renowned for his deep understanding of consumer behavior and knowledge of Indian culture. We discuss how deep-seated cultural values shape consumer preferences and impact business strategies across various industries in India. Discover the challenges and opportunities faced by brands trying to navigate the complex Indian market.


👉 Tune in to learn about:
➡️ How culture acts as a lens that changes how Indians see the world and make decisions.
➡️ Examples of how global brands sometimes miss the mark in India and why local understanding is crucial.
➡️ The importance of recognizing cultural nuances when marketing products in India.
➡️ Practical tips for businesses looking to connect better with Indian consumers.

Get ready to discover the unique cultural traits of one of the world's most diverse markets and how to leverage this knowledge for business success!

IN THIS EPISODE
(00:00) Why is culture central to understanding Indian consumers? Listen as Santosh begins the episode by explaining why culture is such a pivotal factor in shaping Indian consumer behavior and business practices.
(02:00) How do cultural nuances affect international brands in India? Santosh discusses the common pitfalls that international brands face when they apply global strategies without considering Indian cultural nuances.
(05:00) What makes Indian cultural identity unique? Discover the concept of collective identity and how it fundamentally differs from Western individualism, influencing everything from family dynamics to business.
(10:00) How do local tastes influence food marketing? Learn about the complexities of food marketing in India, where taste preferences can change dramatically over just a few hundred kilometers.
(14:00) What is the 'periphery inwards' approach in introducing new foods? Santosh explains a strategic approach for introducing new foods into the Indian market, focusing on peripheral adoption before targeting core dietary habits.
(20:00) How do brands successfully blend modernity with tradition? Gain insights into how successful brands have merged modern products with traditional values, finding a place in the Indian consumer's heart and home.
(25:00) How does the perception of health influence branding? Santosh shares a case study on how health perceptions are used in branding, and how brands can navigate the Indian market's focus on health and wellness.
(30:00) What role does 'desi' play in organic food marketing? Explore how the concept of 'desi' (local) is leveraged in marketing to align with cultural values and consumer expectations around natural and organic products.
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This show is sponsored by CherryPeachPlum Growth Consultancy. 🍒 CherryPeachPlum is a marketing-focused business consulting firm that delivers business results. Get in touch via www.cherrypeachplum.in to get marketing solutions that work in the real world.

Only culturally relevant brands can grow big!

How do the most successful entrepreneurs overcome the early challenges of sales and marketing? Join Scott Clary, an entrepreneur and host of the popular "Success Story" podcast, as he shares his journey from a side hustle to a leading voice in the business podcasting scene. With a rich history of interviewing luminaries like the founders of Netflix and Reebok, and thought leaders like Seth Godin and Guy Kawasaki, Scott tells us the essentials of marketing and business growth. This episode explores Scott’s effective strategies in building influential communities through his "Social Club" for high-achieving entrepreneurs.

👉 Tune in to learn about:
➡️ The success story of the "Success Story" podcast
➡️ Innovative approaches to content creation
➡️ Overcoming early-stage sales and marketing challenges
➡️ The importance of direct consumer interaction
➡️ Cost-effective digital marketing tools

Join Scott Clary as he unravels the nuances of entrepreneurial success, offering actionable tips and inspiring stories to fuel your business aspirations!

IN THIS EPISODE
(00:00) What drives the Success Story podcast? Discover the story behind Scott Clary and his successful podcast journey.
(02:45) How did a side hustle become a top business podcast? How a passion project evolved into a leading platform for entrepreneurs.
(05:00) Why is personal branding crucial for entrepreneurs? The impact of personal branding on business growth and personal branding.
(10:57) How does direct consumer interaction enhance product development? Explore the importance of customer feedback in improving products.
(15:24) What are the initial challenges in marketing for new entrepreneurs? Strategies for overcoming early marketing and sales challenges.
(24:32) What cheap and effective digital tools can modern marketers use? A guide to affordable, innovative digital tools that maximize marketing effectiveness.
(39:31) How can building communities benefit high-level entrepreneurs? Tips on creating networks that promote learning and shared success.
(44:10) Why is feedback crucial in shaping business strategies? Understand the role of customer and client feedback in continuous business improvement.
(50:29) What final advice does Scott Clary have for aspiring entrepreneurs? Final tips and practical advice for entrepreneurs aiming to succeed in the business world.

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Enjoyed the episode? Please consider listening to the other episodes and subscribe to “Marketing with Vani” on this platform!


This show is sponsored by CherryPeachPlum Growth Consultancy. 🍒 CherryPeachPlum is a marketing-focused business consultancy that delivers business results. Get in touch via www.cherrypeachplum.in to get marketing solutions that work in the real world.

How to overcome early-stage challenges and grow your business with cost-effective marketing

Chris Maffeo, an expert in brand building with a unique approach that combines marketing and sales, shares his insights on the Maffeo Drinks Podcast. Having journeyed from branding agencies to multinational companies and eventually founding his consultancy, Maffeo brings a wealth of global experience to the table. This episode delves into the nuances of alcohol branding, debunking the traditional focus on target consumers and instead, highlighting the significance of occasions and the consumer's mood and preferences.

👉 Tune in to discover:

➡️ The importance of targeting occasions over consumers in alcohol marketing.

➡️ How to effectively build a brand bottom-up, ensuring marketing and sales work together towards business growth.

➡️ The challenges and strategies in branding alcoholic beverages compared to other categories, emphasizing the unique consumer behavior in the alcohol market.

➡️ Maffeo’s perspective on consumer segmentation and the myth of the "typical drinker," showcasing the versatility of consumers' choices based on occasion, mood, and company.

➡️ Innovative approaches to overcoming restrictions in alcohol advertising and leveraging packaging and in-store experiences to tell a compelling brand story.

Join Chris Maffeo as he delves into the dynamic world of alcohol branding, offering lessons on how to craft a brand that resonates across diverse occasions and preferences!

IN THIS EPISODE

00:00 | Who is Chris Maffeo and What is Maffeo Drinks:

Maffeo’s transition from working in multinational corporations to founding his own brand-building consultancy.

01:21 | What Makes Alcohol Branding Unique:

In what ways does branding for alcohol differ from other categories like cosmetics?

03:57 | Why Focus on Occasions Over Target Consumers:

Why does Chris advocate for targeting occasions instead of specific consumer demographics in alcohol marketing?

10:04 | The ‘Target Consumer’ Misconception in Alcohol Marketing:

Chris debunks the myth of the "typical drinker" to discuss the versatility of consumer choices.

15:16 | How to Build a Brand Bottom-Up in the Alcohol Industry:

What strategies does Chris suggest for blending marketing and sales to foster business growth, especially in the alcohol sector?

19:52 | Overcoming Challenges in Alcohol Advertising:

How can alcohol brands navigate the restrictions on advertising to effectively communicate their brand story?

25:30 | The Role of Packaging and In-Store Experience in Branding:

How important is packaging and the in-store experience in the alcohol industry for storytelling and brand building?

33:55 | Can Alcohol Brands Appeal Across Generations:

Is it possible for alcohol brands to create a cross-generational appeal without being perceived as too old-fashioned or too modern?

44:44 | Final Words: How to build your own brand?

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Enjoyed the episode? Please consider listening to the other episodes and subscribe to “Marketing with Vani” on this platform!

This show is sponsored by CherryPeachPlum Growth Consultancy. 🍒 CherryPeachPlum is a marketing-focused business consultancy that delivers business results. Get in touch via www.cherrypeachplum.in to get marketing solutions that work in the real world.

Mixing spirits and strategies: Chris Maffeo's brew for branding | Chris Maffeo @Maffeo Drinks (S3, #E1)

Byron Sharp, a Professor of Marketing Science and director of the Ehrenberg Bass Institute, is a leading authority in the field of marketing. His book "How Brands Grow: What Marketers Don’t Know" is the modern Bible of marketing and tackles fundamental concepts that marketers often mess up. This episode is a crash course in marketing principles that are relevant to today's business growth. Listen on!

👉 Listen to the podcast to learn about:-

➡️ Why are light buyers important?

➡️ Price promotions don’t get you new consumers

➡️ Loyalty programs have weak effect on loyalty

➡️ Why advertising need not be persuasive

Click here to read the text version of the episode. [https://docs.google.com/document/d/10FtXD0lr4BZxkB1rJa9Le1_8xgPgjbopyssP-N07rHY/edit?usp=drive_link19RXZVVmmkGHefA7uoEMGIplfuJ1h4BzJXvAWCI90kWQ/edit?usp=sharing]

Enjoyed the episode? Please consider listening to the other episodes and subscribe to “Marketing with Vani” on this platform!

This show is sponsored by CherryPeachPlum Growth Consultancy. 🍒 CherryPeachPlum is a marketing-focused business consultancy that delivers business results. Get in touch via www.cherrypeachplum.in [http://www.cherrypeachplum.in/] to get marketing solutions that work in the real world.

How brands grow | Byron Sharp [S02, #24]

We're talking challenger thinking, the secret sauce to creating a whole new playbook. Masters’ Union, with its bold approach to education, is breaking category codes. Pratham Mittal reveals how they’re using challenger marketing tactics to solve pain points in ways traditional schooling could never imagine!

👉 Listen to the podcast to learn about:-

➡️ Why is challenger thinking difficult?

➡️ Product-led marketing : strategy for building challenger brands

➡️ Attacking the market leader

📄 [https://docs.google.com/document/d/1upL7jDoa2CuZIhG-fDVRUvU81XnEYUZgjuuMuSAYbq0/edit?usp=sharing] Click here to read the text version of the episode. [https://docs.google.com/document/d/19RXZVVmmkGHefA7uoEMGIplfuJ1h4BzJXvAWCI90kWQ/edit?usp=sharing]

Enjoyed the episode? Please consider listening to the other episodes and subscribe to “Marketing with Vani” on this platform!

This show is sponsored by CherryPeachPlum Growth Consultancy. 🍒 CherryPeachPlum is a marketing-focused business consultancy that delivers business results. Get in touch via www.cherrypeachplum.in [http://www.cherrypeachplum.in/] to get marketing solutions that work in the real world.

Challenger thinking: the art of breaking category codes | Pratham Mittal @ Masters’ Union [S02, #23]

Challenger thinking: the art of breaking category codes | Pratham Mittal @ Masters' Union [S02, #23]

Don’t be a salesperson- provide genuine value to your community members. Brands that want to have thriving communities must look beyond offering their product or service. Neela Kaushik shares some genius ways brands can make money without annoying their community.

👉 Listen to the podcast to learn about:-

➡️ How is a community different from buyers

➡️ How can brands add value to the community

➡️ Benefits of community-brand partnerships

📄 Click here to read the text version of the episode. [https://docs.google.com/document/d/1AQuMh8hTIhmQf-rqrbDUlqNiPAJ6fhXFYjIjY0DhdWI/edit?usp=sharing]

Enjoyed the episode? Please consider listening to the other episodes and subscribe to “Marketing with Vani” on this platform!

This show is sponsored by CherryPeachPlum Growth Consultancy. 🍒 CherryPeachPlum is a marketing-focused business consultancy that delivers business results. Get in touch via www.cherrypeachplum.in [http://www.cherrypeachplum.in/] to get marketing solutions that work in the real world.

How to monetize communities without ‘selling’ | Neela Kaushik @ GurgaonMoms  [S02, #22]

How to monetize communities without 'selling' | Neela Kaushik @ GurgaonMoms  [S02, #22]

Marketing is often considered a nice to have, not a must have. “Let’s get business first”, is what one has often heard. However, MARKETING WHEN DONE RIGHT, GETS BUSINESS. In this show marketing stalwarts talk about how marketing works in the real world. In this show you will learn how marketing will help you to - win business - acquire new consumers - grow the brand - build defensibility - command higher pricing power. Vani Dandia is an award winning marketeer who has spent over two decades in advertising and marketing with Unilever, PepsiCo, Reckitt Benckiser, Henkel, BBDO and Leo Burnett. Her claim to fame includes turning around Kurkure and successfully launching brands like Quaker, Veet, Sunsilk Colour, Fa in India and Asia.