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Are the Corporates delivering what they promise to the Consumers ?

Are the Corporates delivering what they promise to the Consumers ?. S.Visvanathan GM Mktg Services, CavinKare 16 th March 2012. Jo wadha kiya voh Nibaana padegaa …. Consumer is the King. She is the ‘Queen’ …. For FMCG, Consumer is the queen…

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Are the Corporates delivering what they promise to the Consumers ?

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  1. Are the Corporatesdelivering what they promise to the Consumers? S.Visvanathan GM Mktg Services, CavinKare 16th March 2012

  2. Jo wadhakiyavohNibaanapadegaa…

  3. Consumer is the King....

  4. She is the ‘Queen’ … • For FMCG, Consumer is the queen… • Brands and corporates are ready to fulfill her every wish… • If she is not happy, she can cause grevious injury to brands.. • Of course, she is not a single person…she is a collective set of people

  5. The battlefield There are consumer forums which take the complaints from the consumers and help in resolving the same Akosha.com Consumercomplaints.in Consumerdaddy.com

  6. The Queen Takes on.. • There are enough cases out there of marketers who faltered and had to face the wrath of consumers • Cadbury’s worm incident • Pepsi & Coke’s pesticide incident

  7. Typical Consumer Complaints

  8. How do we Address Consumer Complaints?

  9. The Psychology • Don’t deny it • Take it seriously • Get people to talk to the consumer • Get complete details of the problem

  10. Reach the consumer within 24 hrs!

  11. Keep the consumer in focus • Understand the issue from the consumer’s point of view • Where did she buy; what was the experience • Replace the product • Assure about tightening the quality systems further

  12. Attack the Problem • Trace the batch code • Get samples from the market • Get R&D to act on it immediately • Trace the origin of the problem • Get the crisis management Cross Functional Team (CFT) to drop everything and attack this problem • Turn this into an opportunity to improve the quality system

  13. This is not the real problem!

  14. FMCG • Understand what consumers want • Get a product which can give that benefit • Communicate the brand promise to her • Make it available to her & let her experience the ‘promise’ • Build the brand

  15. ‘The Promise’… • The nature of promise is changing: • Performance quantified • Benefit sharply defined • How it works & why one should believe it explained in detail

  16. Promise…and… Deliver! • Indica10 minutes : • Takes just 10 minutes of waiting time!

  17. Promise & Delivery • More and more, the delivery is critical • Consumer should get the benefit exactly the way it is promised to her • Empty promises cannot hold forte for a long time

  18. So, what is the ‘Real Problem’?

  19. The real problem • People really don’t much complain when it comes to FMCG products • One does not even get to know the real consumer problems until it is too late • By the time you figure there is trouble with your delivery, the consumer has long gone…!

  20. Prevention is better than Cure

  21. The Quality Journey • Get onto preventive mode • Take batches from market randomly and check quality • Do this periodically • Build up knowledge base • Use R&D and the Quality systems to check all key points

  22. Corporates do deliver on their promises to the consumers!

  23. Thank You!

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