Mr. Sumit Sehgal, Chief Marketing Officer, COMIO, explains the importance of consumer engagement – An Interview
Q What are your views on cross branding activations?
We are planning to launch a 360-marketing campaign which includes digital, retail launch, retail visibility, market activation, hoarding, newspaper and many more local activities. We will present across all mediums for our communication. Since our objective at COMIO is to bond with the youth, we will have active engagement with them, we want to create an ecosystem and a community which will serve this purpose. We would also be focusing a lot on consumer contact and digital.
Q What is the urgent need of the hour of the marketing industry?
This industry is one of the most evolving and dynamic. Everyday there are new launches and entries into this segment and that in turn challenges brands to think beyond the ordinary. COMIO will thrive on its ability to constantly innovate and challenge market dynamics. In the face of increasing consumer demand in India and the company’s strong emphasis on innovation, the company will have a suite of novel marketing plans in its roster, and will aim to focus more actively on after-sales service for its customers.
Our marketing is totally aligned in that sense, we have realises that there is a need for a regional marketing strategy for a brand like COMIO. Each state has a different culture, there are different types of youth, the sentiment is a different. So, when we are talking to the youth in Punjab, our language and style will be completely different from when we talk to Gujrat. The strategy will be customized to the youth of each state, this is where our building relationships will come in.
Q How would you ensure high quality consumer engagement terms?
We will present across all mediums for our communication. Since our objective at COMIO is to bond with the youth, we will have active engagement with them, we want to create an ecosystem and a community which will serve this purpose. We would also be focusing a lot on consumer contact and digital.
Q How brand marketing is different from India in other countries?
Experiential marketing is much more advanced overseas than in India but India is not far behind. India is a country built on its relationships, hence we are building on that and will strive to engage with our consumers one-on- one.