Some brands are meant to be eternal. They set out to be passed down for generations, becoming household names or all. One such brand is Cadbury. That royal-coloured chocolate brand that makes everything ordinary feel extraordinary. That uplifts the everyday person into a royal realm.

The Cadbury marketing strategy has been studied for so many years. It has its impact for so many more.

Extramarks has always believed in using technology to strengthen its own business as it does the consumer experience in education. Extramarks looked at various collaboration and services procurement platforms before selecting GroCurv. With GroCurv’s Platform, the Marketing team of Extramarks will be able to scope projects in 15 minutes and match their unique requirements to the best suppliers around the country. The decision is attributed to GroCurv’s easy-to-use technology, the largest selection of curated agencies, and the accuracy of its matchmaking algorithm. Since 2019, GroCurv has supported over 1500 clients, including large enterprises such as Coca Cola, SSF Plastics, TATA Group, DOLE International and others.

Earlier this year, Tata Motors announced an investment of ₹28,900 crore in FY22. This pertains to domestic business and JLR in 2021-22 and for the development of hydrogen fuel cell vehicles. Providing world-class vehicles in various price ranges, Tata Motors is India’s largest automobile manufacturer and one of the world’s most formidable vehicular names. `

The auto industry was perhaps the most harshly impacted after the Covid-19 pandemic. Even before that, this industry was grappling with negative sentiments and sharp drops in sales. So how did a global behemoth like Tata Motors tweak its marketing strategy to talk to and maintain relations with its consumer base? How did showroom experiences move on to digital walk-ins? And how did test drives cope in these testing times? Interesting and innovative marketing interventions created opportunities for the brand to engage its customers – both current and potential ones. Read on…

Surf Excel is the leading detergent brand in India today. Despite many competitors in this segment, the Surf Excel brand has managed to stand out. Its market position is largely held due to its marketing strategies. These are strategies that are innovative and have set a benchmark for other brands as well – be they detergent or other FMCG brands.

As we dissect the marketing strategy of Surf Excel, let’s do a small history lesson of the brand as well.

For a young brand, less is always more. I know we have said this before and certain we will continue to stand by this in the future. We have learnt this from our own mistakes and we have learnt this from the success of other young brands.

A young brand starting out with limited resources needs to tell one strong story to the interested customer segment. If the customer experience is positive the story is validated and connect with the brand begins.