Tag Archives: influidity solution

Influidity’s design-thinking approach to solve problems

No doubt that when clients walk up to the agencies, they have “vague ideas” which cut shorts to a final one towards the end of the meeting. Let me tell you about one of our client’s problem and how we approached it.

Influidity

ABC is a well-known fashion brand; they produce ready-to-wear designer clothes. A brand that makes profit every year, what would their problem be? This is what we thought of! But it was their idea of producing fabrics, only a semi-finished product. It sounds cool, doesn’t it? A brand that has always been producing ready-to-wear clothes is now thinking of doing something different. But wait, here it goes:

  1. What if the product has an undesirable effect on the customers?
  2. What if the competitor is still doing quite well?
  3. Hope we don’t lose the existing customer base! Will we?

Let’s see how Influidity’s consultants approached the problem.

At first, we arranged a meeting and had a discussion with the Heads of all the Departments starting from the Senior Manager to the Design Head to the Marketing Head. Unlike every other client meeting, this was a bit crazy for us. Each department had their own opinion.

“I want it better than our competitors” – Director.

“Let’s design the fabric and also provide the end garment to the customer” – Design Head

“We want to market the product in an innovative manner” – Marketing Head

“We are well known for our designer dresses; I don’t think only fabrics would work” – Manager

Despite the initial perplexity and fear, there was an opportunity for us to learn what would bring value to their business and potentially attract more customers. So, we chose to use the “Design Thinking Process” and beat the competition by bringing only what’s necessary to the customer.

Stage 1 – Empathize

At first our consulants ensured that the Highest Paid Person’s Opinion (HiPPO) did not rule over everyone else. Our consultants had a conversation with the entire team and understood the problems and realities of each department of the business. After which, we tried to normalize the problem as much as possible by including diversity in terms of industry, market research, gender opinion & other data points.

Stage 2 – Define

In this phase, we had completed our brainstorming sessions, hypothesized solutions and kept an open mind to every possible innovation. Here, we defined:

  1. Our ideal customers
  2. The problem statement
  3. Basic solution to the problem
  4. Needs & Fears the business has

Stage 3 – Ideate

At this stage, consultants frame real concepts and design solutions, not abstract definitions. Our consultants use techniques like brainstorming, sketching, brainwriting, worst possible idea, prototyping and many more. For every fabric designed, we went back to the market, gathered information from the users and tested them with a process and analysed the result.

Stage 4 – Prototype

Here, we aim at making our ideas and definitions come to life. We developed an original sample of the designed fabric which was inexpensive and below the quality version of the real product, this was done to investigate solutions from the previous stage. Towards the end, we had some fabrics ready which we could try and test with the customers.

Stage 5 – Test

It was finally time to see if the desired product actually worked out or not. Putting the complete product to trial using the best solutions created in the prototyping phase is what our team did. The entire procedure involved a complete loop of feedback from customers whenever & wherever possible to move on to the next phase that is implementation.

This is how Design-Thinking Methodology can be applied to a real-life problem with limited time & budget. Most importantly, the team was able to deliver the product and the value that end customers needed.

Amul Girl, young since 1967 – Influidity Solution

Amul Girl, young since 1967

The Polka dotted mischievous young girl has her own story to tell. She is considered to be one of the most successful advertisement campaigns ever run. She has significantly changed the face of butter in the Indian market. By now you must have been knowing what we are talking about, ‘The Amul Girl.’

Amul Girl

Amul Girl

Amul Girl campaign is the longest running advertising campaign in the world. But how old is this young vivacious girl?

Way back in 1966, Polson industries (Gujarat based) had a monopoly in the dairy products industry. But the farmers weren’t too pleased with Polson.

This gave space for Amul to come into picture and with Amul came its blue haired girl.

The Polka dotted Amul mascot was made to rival the Polson girl. Polson girl was perceived to be too flashy, something most Indian households didn’t associate with although Polson was ruling the dairy product market. Amul had to beat Polson in order to establish themselves in a monopolistic industry.

ASP, an advertising company got the reigns for Amul’s advertising portfolio and they rose to the challenge to get Amul Butter to the top.

They came up with Amul girl, like Polson had theirs but there was a huge difference between the two. When the Polson girl was very outlandish in her advertisements, Amul’s girl was meant to be the heart of every Indian.

She was young and free spirited- a perfect fit for an Indian homemaker’s heart. Amul Girl was the brain child of Sylvester DaCunha from ASP. To make her more appealing, Dr. Kurien the then Chairperson of Amul, suggested to make her little mischievous.

That naughty spark in her eyes and her simplicity didn’t only capture homemakers but also the entire Indian public.

She had to be easy to draw since most of the hoardings were hand painted half a century ago. But it was all worth it.

Indians reacted with wonder to Amul’s mascot. At that point in time the Amul Girl advertisements didn’t voice it’s opinion on news like today. The girl merely smiled back at you from hoarding.

In 1967, a year after she made her way into Indian households, ASP considered to make her bold like the upcoming Indian youth.

Without holding back from expressing views, Amul butter advertisements began commenting on the Indian scenarios and news.

When Air India decided to wage a strike, the Amul girl voiced it’s opinion. When Ganpati Bappa came home, she welcomed him. Soon, she became a phenomenon.

According to a post on Amul’s website, her first advertisement in Mumbai was somewhere by the Charni Road. People literally started gathering near the billboard to inspect it and laud it.

The Amul Girl’s boldness did also cost her a few controversies. Air India even threatened Amul to stop supplying its butter on their planes and Shiv Sena had a slight problem with the Amul girl welcoming our favourite Bappa.

Despite all that, Amul girl still continues her reign in our hearts. Indians take time to read an Amul hoarding and smile. It is very relevant yet humorous. How can someone miss them? Moreover, Amul advertisements are simple and aren’t digitally modified to make them look classy.

The irony here is that the Amul Butter advertisements have a vintage effect like that of a painting yet are so very updated with their captions. Anyone and everyone enjoy them. Amul changes the theme every week but Amul girl remains the same. Stuck in time for a 50 years and more yet to come, a story teller of India’s every news article- it’s the Indian polka dotted blue haired mischievous girl.

She is not just Amul’s anymore but more of India’s legacy. Her comments and billboards are a part of many collection galleries. If all her advertisements were to be collected and placed in a chronological order, it will definitely tell the story of post- Independence modern India.

What made the “Amul Girl Campaign” successful?

In an era where roping in celebrities for ad campaigns has become a trend, Amul’s ads always stood out for their simplicity, freshness and their penchant of focussing on current issues to bring home a point. Though the medium of communication has changed from billboards, posters and newspapers to the more contemporary digital media, Amul girl has adapted herself without losing her charm. From just speaking about the product to commenting over the current issues, the campaign was always driven towards gaining more attention yet not losing connect with the brand and products. This is why Amul’s campaigns and brand continue to outlive expectations till date.

What is the present day Amul Girl doing?

Amul is now a household name in the Indian families with wide range of dairy products. With many big players in the dairy industry, Amul is the only name which is on everyone’s lips for dairy products. It has contributed the most in making India number 1 in milk production. However, with the change in time, Amul has not changed their trademark ‘Amul Girl’ that seems to be lucky for the brands promotion and success. It has been used over every promotional campaign. By using the ‘Amul Girl’ on its social media platform, the company has been able to attract more number of customers to their social media pages resulting in increase in their business.

 

 

Read : Modern Day Nomenclature w.r.t Automotive Industry

Modern Day Nomenclature w.r.t Automotive Industry

What goes through the minds of car makers while naming their products? Some may argue saying what is in a name but the buzz a name could create answers all the questions. The association between the buyer, name of the car and manufacturer can facilitate the smooth launch of the product and ease the branding process.

Modern Day Nomenclature w.r.t Automotive Industry

Modern Day Nomenclature w.r.t Automotive Industry

Recently Hyundai has started a campaign called “Naamkaran” to let people decide the name of their upcoming hatchback code named AH2. Y K Koo, MD and CEO of Hyundai Motor India said that the company has received a total of 4,00,114 votes. Out of this the name ‘Santro’ sits right at the top with 201,568 votes. Now it has to be said here that people were given a choice to choose their own names and there were quite a few other suggestions, but none were as popular. The other names were i5 which received 633 votes, Splash which got 443 and Saneon which acquired 426 votes. While we were quite sure that ‘Santro’ would turn out to be the hot favourite and the votes reiterated the same. The Santro was Hyundai’s first-ever car in India and was launched way back in 1999. This car was promoted by Bollywood superstar Shahrukh Khan, and soon became a household name in India. The company banks on its existing popularity of “Santro” brand to make a dent in the entry-level hatchback segment.

Companies have the habit of hanging on to names which they have already used in past. It is because many people remember that Baleno is Maruti product but not necessarily how it was. Even though the car was a flop, people still associate that name with Maruti, which as a brand has a good reputation. So, they need not invest again in marketing to familiarize people that Baleno is a Maruti product.

Building a brand name is a huge expense and unless the brand name got a really bad reputation sending negative vibes, companies don’t invest in changing the name. For the exact same reason, Tata changed the next gen Indica and Indigo to Bolt and Zest. Indicas and Indigos projected a perception that it was a taxi vehicle. A lot of family people have a prestige issue when they own a car that is used as a taxi. To change that, a new brand perception was required.

So, basically it all boils down to how damaging the name can be to the car sales.

10 Digital Marketing Trends You Cannot Say NO For In 2019 – Part 1

As 2019 is around the corner, digital marketing landscape that encompasses SEO, SMM, PPC and content marketing are witnessing a dramatic shift. There may have been a time when you could have dismissed artificial intelligence or visual search as gimmicks from latest blockbuster sci-fi film, but that time is long gone.

Digital Marketing Trends

Digital Marketing Trends

There are a plenty new digital marketing trends and strategies that are evolving in the current high-tech, Internet-connected era and businesses now need to use them to succeed in their efforts because what worked for you last year may not work this year or the upcoming year.

Here are ten key digital marketing trends for 2019.

1) Artificial Intelligence

Artificial intelligence will definitely take over the world! At least it would serious impact the world’s simpler jobs.

AI has the potential to analyze consumer behavior and search patterns, also utilize data from social media platforms and blog posts in order to help businesses understand how users and customers find their desired products and services. For example, Facebook messenger bots can help you in automating and optimizing your customer service.

Artificial intelligence can also offer information and tips to users by getting into conversations with them. According to Gartner, 25% of customer service will be using chatbot technology by 2020, up from less than 2% in 2017.

Businesses adopting AI in 2019 will definitely save costs and accelerate growth, getting an edge over their competitors.

2) Programmatic Advertising

Programmatic advertising implies using AI to automate ad buying so that you can target more specific audience. Real-time bidding or auctions, for example, is a case of programmatic ad buying. This automation is much more efficient and faster, which means higher the conversions and lower the customer acquisition costs.

It is changing the face of digital advertising so swiftly that, according to eMarketer, almost 90% of digital display ads in the United States will be programmatic by 2020.

 3) Chatbots

Chatbots will be an important part of digital marketing Trends in 2019. This artificial intelligence-based technology uses instant messaging to chat in real-time, throughout, with your customers or site visitors. With 1.4 billion people across the globe interacting with chatbots, 80% of savvy businesses are already using or planning to use chatbots by 2020. And by 2022, chatbots will effectively help businesses save over $8 billion dollar per annum, especially when it comes to banking and healthcare industries.

Customers prefer interacting with chatbots as they are responsive, give prompt answers, accurately recall your entire buying history, and most importantly never lose patience. These virtual assistants offer extraordinary customer service, meeting customers’ expectations and at the same time automating repetitive tasks – which means you can shift your focus towards important work.

4) Personalization

If you want to stand apart from the crowd in 2019, you need to personalize your marketing – and what it means is personalized content, products, emails and more.

With the easy availability of data like purchase history, consumer behavior and the links clicked, custom content has never been such easier. In fact, 96% of marketers believe that personalization advances customer relationships to a great extent.

Businesses like Netflix and Amazon are already leveraging the power of personalization to their benefit. Login to your Netflix account and it immediately shows you the evidence of this: the banner, carousels, order, artwork, text and search are all personalized for you.

5) Video Marketing

The following numbers show the importance of incorporating video into your digital marketing trends in 2019:

70% of consumers said that they have shared a brand’s video.

72% of businesses said video has improved their conversion rate.

52% of consumers said that watching product videos makes them more confident in online purchase decisions.

65% of executives actually visit the marketer’s website and 39% call a vendor after viewing a video.

Don’t just think YouTube. To witness higher engagement through video marketing, you can make a video post or start a live broadcast on Facebook, Instagram or LinkedIn.

Live video is gradually gaining popularity, with a large number of businesses using it for their interviews, product demos and “behind the scenes” glimpses of various events, life in the office, how products are made, etc. If possible, add 360-degree video content, which allows for a more interactive experience, and is on the rise.

At Influidity, we understand that to sustain in this disruptive business era, an enterprise needs innovation and communication. We approach every business challenge holistically with top-notch expertise in technology, social media, search, data, and more.

Digital marketing has become the most effective marketing strategy in today’s business era. With a quick change of digital technology and incredible rise of social media, marketers face tough challenges to optimize their digital assets which can not only drive traffic but convert users into customers and then brand advocates.

10 Tips for a Successful Business

Want to start a business of your own?

You already have one but want to scale it up?

Are you stuck at the crossroads?

Here are 10 tips to enable you to take strides forward in the right direction.

 

  1. Pain Point vs New Need

If you are a start-up then the first question that you are always asked is what is the pain point of your start-up? The pertaining question is why it always has to be a pain point. Your business idea should either address the existing gap or create a new need in the market.

  

  1. Know your customer

Identify the section of prospects whom your start-up would cater to. Delve deep into the minds of the customers. Wait! Who are your customers? Your customers are those who can solve their problems with your product or service and willing to pay for it. Always remember, “Make Your Customers’ Life Easy with Your Product/Service.”

 

  1. Market Research

What can research do to your business? Only if you know what your competitors are offering, you can offer something better. How do you know what’s better for the customers? Formulate a comprehensive questionnaire and reach out to the customers to know their likes, dislikes, needs, priorities, and tastes. Now you have the bird’s eye view of your market.

 

  1. Develop your product/service

Product development is a team sport. Keep your eyes open to what is happening in the market and continuously evaluate the chances of your product being successful. Have a timeline for yourselves from “Idea Conception” till “Product Launch. ” These 6 steps give you a clear understanding regarding how to go about your product development.

 

  1. Define your Value Proposition

Value proposition is the promise that you give to your customer that assures them that you will deliver value to them. It’s a statement that explains the benefit that you have to offer, who you are offering the benefit to, and why you are the best person to deliver that benefit. Following are the components of value proposition:

Benefits – What can your product do?
Features – How does your product work?
Experience – What does it feel like to use your product?
Needs – What are the rational drivers of purchasing?
Wants – Whats are the emotional drivers of purchasing?
Fears – What are the risks of switching to your product?
Substitutes – What do currently people do instead?

 

  1. Go-to-market strategy

GTM strategy is about how an organization puts its offerings into the market to achieve market penetration, revenue and profitability expectations. GTM strategy impacts all functions within an organization with the goal of preparing entire company for market success. GTM Strategy is not an event, i.e., a product launch. GTM strategies are focused on the entire product life cycle—from concept to grave.

It contains the following elements:

Customers: Whom do you intend to target? Importantly who is your end user or consumer?

Product: What is the that your product is fulfilling? Does your product have more functional benefits than that of your competitors?

Channels: Where do your target customers buy often? What are POS for your services or products?

Price: Is your price based on demand and supply? Is your price a disruption in the industry?

Positioning: How does your consumer perceive the product? Does your product have instant recall?

 

  1. Business Plan

Drafting your business plan helps you clarify your thoughts and organize the steps you need to take to be successful in your business. There are a number of pieces that must come together to make your business profitable. Business plan ensures that you won’t skip any important steps that may derail your efforts down the line.

 

  1. Get your business incorporated

Any company being an artificial entity comes into existence only after registration with the Registrar of Companies. Number of formalities must be completed before a request is made to the Registrar for its registration. Following are the broad steps involved:

Application for approval of name

Preparation of Memorandum of Association

Preparation of Articles of Association

Payment of fees

Incorporation Certificate

 

  1. Ensure a comprehensive digital presence

Being online helps your customers easily access you and your products or services. Similarly, it allows businesses to get to their target audience. Online presence of business has drastically changed the landscape of consumerism as most of the customers now prefer buying from companies or brands that they have found online.

 

  1. Create a sustainable business environment

Creating a sustainable business environment can also be defined as managing the triple bottom line, a process by which the companies usually manage their financial, social and environmental risks, obligations and opportunities. These three impacts are usually referred to as profits, people and planet.

The way to successfully getting your business off the ground is to meticulously plan, organize, prioritize all the above-mentioned tips properly.  Remember, you’re not just selling your product or service — you are selling a combination of product, value, and brand experience

 

Top 10 Digital Marketing Strategies to Boost Your Business Growth – I

Digital Marketing.

Scaling up a business isn’t easy. First, you need a viable idea. From there, you must a profitable niche, outline a target demographic and have a product that is desirable for them to buy.

Whether you’re peddling products, services or information, getting the word out about your business has become increasingly burdensome.

Without a clear strategy to fuel your growth, churning a profit and staying afloat is next to impossible.

The truth is that what got you to the present stage in business is probably not going to take you to the consequent level. If you’re feeling stuck, join the fray. Most entrepreneurs get stuck by being busy operating “in” their businesses that they fail to take out enough time for working “on” their businesses. In this blog let us have a look at 5 of the top 10 marketing strategies a company can use to fuel the business growth:

 

#01- Use Social Media.

Social Media played vital role in Digital Marketing. Social media can’t be ignored. That’s where all the so-called magic is happening. There are some businesses which have been built solely on the backs of social media. It can be intimidating at first. As you build momentum, you will find posting on social media far easier and more lucrative. Of course, you could also hire a social media manager if you have enough money to burn. But if you don’t, just be yourself. Be authentic. Post your thoughts. Post your products.

Post about something which you feel is relevant and helpful to your audience so that they either learn something new about you and your business, or the business that your are in.

 

#02- Create Video Tutorials.

One of highly effective ways to spread out the word out on your business is to make video tutorials. Teach people something useful. Walk them through it. Hold their hands. Step-by-step tutorials are all the rage. The better you’re at this, and the more value you provide, the quicker you can boost your visibility, and ultimately, your sales. Today, YouTube has emerged as the second largest searching engine in the world seconding Google. Whenever someone wants to know how things are done, they head there. You’ve likely done it yourself countless times.

 

#03- Start Blogging now.

Does your business publish blogs? If not start doing it. But you don’t just have to blog on your own blog. Content has been described as the present and future of Digital Marketing

Most people perceive blogging as mundane because of the lack the visibility. The truth is that your blog appears to be a barren desert unless you are aware of what you are doing. Once you start blogging do it with conviction. Refrain from posting name sake content or content copied from other sources. Always be concerned about adding value to the reader. You are not giving away your business secrets. You are just providing the readers with enough information so that you always remain back of their mind.

 

#04- Understand Search Engine Optimization.

Digital marketing is a type of marketing strategy that primarily uses the internet to connect brands to consumers. SEO or Search Engine Optimization is one of the top strategies used when retaining this strategy .This has been a buzz word everywhere. More often we always hear people talking about search engine optimization in terms that are not understandable by a common man. Keeping it simple, SEO helps you rank better in the search engines. Better ranking would mean greater visibility and more traffic to the website. Search Engine Optimization does not produce instant results. It is a time taking activity, but the efforts and wait are worth it. At the heart of SEO lies the content. Coming up with content which your target users are looking for by including the keywords can rank you better over the search engines. If your budget permits, hire a SEO specialist or go for SEO services offered by various digital marketing agencies.

 

#05- Leverage Influencers.

Looking for instant results? Want to create a buzz about your product overnight? Then you should certainly leverage the potential of influencers. But the challenge is to find the right influencer. You don’t have to run behind influencers with millions of followers. You could always opt for micro-influencers with few tens of thousands or even a hundred thousand followers.

Always go for the influencer who can connect with your target audience. It is not just about spreading your message. It is about spreading your message to your right consumer base. If you can do this properly, then you are more likely to reach out to a sizable audience for not much money invested when compared with the potential profit it can return.

Digital marketing has become the most effective marketing strategy in today’s business era. With a quick change of digital technology and incredible rise of social media, marketers face tough challenges to optimize their digital assets which can not only drive traffic but convert users into customers and then brand advocates.

At Influidity, we understand that to sustain in this disruptive business era, an enterprise needs innovation and communication. We approach every business challenge holistically with top-notch expertise in technology, social media, search, data, and more.