Vikram Agarwal, MD, Cornitos believes that brands have an opportunity to become pillars of stability in an unstable world by offering realness and intimacy to consumers
Smart brands will be thinking about not just this moment of panic, but their longer-term positioning and the potential whitespace that comes with such a massive shift in the way consumers live their lives. Cornitos foresees marketing strategies evolving around Digital Marketing going ahead and digital will help the brands in engaging with the consumer in the ‘new normal’. Cornitos is using Digital Marketing as one of the key marketing tool to reach customers and informing them about its product offerings – Nacho Crisps, Roasted Nuts & seeds, Veggie Nachos, Tacos, Tortilla wrap, Specialty Dips and Mexican Pickles.
The Challenges Customers Are Facing
Before you start marketing any product during any period, you need to be able to solve a problem for your customers. During a pandemic, the problem you’re solving may change. So you have to be able to communicate that. Part of this is just understanding the current climate. Consumers are aware that the outbreak is not only threatening their health but also their financial security. The lack of secure feelings will push them to being more prudent in their everyday spending. Once you know the problems your customers are facing, you can work backward to create your marketing communication strategy. Brands have an opportunity to become pillars of stability in an unstable world by offering realness and intimacy to consumers.
Because of the current pandemic, many businesses have to change how they deliver products or services to customers. Whether you’re offering new products, providing alternative delivery options, or changing your hours or availability, you need to make that message clear across all of your digital channels. This makes it easier for customers to do business with you and adjusts their expectations so they’re less likely to be upset if you cannot deliver the experience they’ve had in the past.
Cornitos holds the belief that their valuable customers is always connected, during the pandemic situation Cornitos was able to connect customer through digital marketing. Marketing team ran campaigns on social media #cornitoskhaoboriyatbhagao and #onedayatatime. Both of these campaigns saw great traction with customers on Facebook and Instagram.
Since people are spending more time online and on various digital platforms, brands should take digital route to drive awareness about their products and engage with consumers. Some of the brands along with celebrity chefs, bloggers and nutritionists are talking to consumers about healthy cooking recipes and meal plans online and engaging with consumers.
The Covid-19 lockdowns around the world are causing major economic impacts, but one key benefit that we have in modern society, that hasn’t been available in pandemics of the past, is the internet, and increased connectivity, which has enabled many businesses to continue operation despite not being able to open their physical stores. Indian consumers have increased the amount of shopping they do online. Online shopping has also become popular with the middle aged and has addition of older consumers. We see lot of FMCG companies tie up with delivery partners to reach consumers.