Youva will focus to increase its brand presence across various platforms: Abhijit Sanyal
By Abhijit Sanyal, Chief Strategy Officer, Youva, Navneet
E-commerce: With the digitalisation among Indian consumers having grown in quantum leaps during the pandemic, leading to an extraordinary surge in e-commerce sales, this becomes an obvious focus area. The lockdown accelerated the breaking of mental barriers to online purchases, among a vast majority of the non – early adopters, and thus, e-comm penetrated far and wide. Thus, Youva will attempt to increase its brand presence, both width and depth across various platforms and e-marketplaces available, and continue to come up with innovative high-quality offerings.
Visibility: With consumer traffic in the markets increasing as near-normalcy returns (fingers-crossed), and with the gradual opening up of various educational institutions, there would be an emphasis by Youva on ground level visibility. This, evidently, serves as a good brand reminder at the point-of-purchase.
Digital Marketing across Social Media: Another significant metamorphosis that has occurred in consumer behaviour is an increasing trend towards spending time on social media & OTT platforms, as compared to conventional media. The penetration and usage of these platforms has seen a near exponential growth in the last couple of years. The implication, of course, is that Youva will continue to emphasise on these new age media options. Digital marketing, in contrast to conventional media, allows substantial convenience and advantages in slicing and dicing the target group and communicating with sniper level precision at the intended audience. Therefore, ‘wastage’ is significantly reduced by targeted and focused positioning on social media. This results in greater ‘bang for the buck’.
Innovation: Youva will continue its thrust on designing and offering innovative, cutting edge, high quality products and designs, as has been the increasing trend over the recent years.
Market Relationships: After a hiatus of many months, the field force is now regularly visiting markets, as was their wont earlier. Re-strengthening of existing relationships and building new ones will continue to be the focus area of the Sales Team. This will, of course, be catalysed by the innovative bouquet of new products in the pipeline. Needless to say, emphasis will continue on distribution width and depth, coupled with the visibility thrust mentioned above.