Paul Writer launches Innovative Marketer Dialogue,
Video interview series with CMOs highlights marketing best practices

Anuradha Narasimhan
Director- Marketing
Britannia Industries Ltd

 

 

On Big Data, Mobile and Social and how is it being used by Britannia?

As an FMCG company, Big data has always existed with us, all of us in the CPG industry are accustomed to having consumption, preference and market share data which talks to us but as of now I wouldn’t say that we have combined all of these into wonderfully done analytical solutions, it is the human interface which actually pulls out insights from each of these data points that we have.

The sales organization has used analytics well and we’re therefore able to do demand forecasting and manage our retailer, wholesaler and distributor a lot better than we used to but I don’t think I can claim much success with the consumer. The greatest engagement that Britannia has had with the digital world or a digital space is with a brand of ours called Nutrichoice. We’ve been with a platform on it called “I health you” – www.Ihealthyou.com and we have been at it for about two and a half years, very baby steps. We were very worried about putting our name Nutrichoice on the platform to start with. We kept thinking that people, our consumers would be probably turned away by it being on a very branded side but as we learned very quickly within the first four-five months that they like to be told that it came from Nutichoice.

“Today we enjoy a community of about 2.5 Lakh people across our various platforms and what we value more than the numbers is the kind of engagement customers experience. People spend an average of about 12 minutes on our platform and talk to each other, not just talk to us. We’ve got some of our best insights into creating products out of it”

Today we enjoy a community of about 2.5 Lakh people across our various platforms and what we value more than the numbers is the kind of engagement customers experience. People spend an average of about 12 minutes on our platform and talk to each other, not just talk to us. We’ve got some of our best insights into creating products out of it and it’s long way to go. I am glad there are companies like SAP that will give us the opportunity to use big data and analytics and I am happy to have somebody from any of these companies come speak to us about how IT can help marketing do its job in a much better way.

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