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Building a B2C Brand - Arun Rawat, Olam

I will talk about how my team launched the Re- brand (http://www.refoods.com) in the SG market as a pilot with an objective of setting up a B2C business at Olam, traditionally a B2B organization. I will share some insights into digital channels we leveraged for distribution and marketing to first raise awareness, then garner consideration and finally lead to purchase and repeats. I will discuss an approach which is a combination of using data from marketing campaign execution on digital channels and first party data for an incumbent brand like us.

I will talk about how my team launched the Re- brand (http://www.refoods.com) in the SG market as a pilot with an objective of setting up a B2C business at Olam, traditionally a B2B organization. I will share some insights into digital channels we leveraged for distribution and marketing to first raise awareness, then garner consideration and finally lead to purchase and repeats. I will discuss an approach which is a combination of using data from marketing campaign execution on digital channels and first party data for an incumbent brand like us.

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Building a B2C Brand - Arun Rawat, Olam

  1. 1. Building a B2C Brand MASTER CLASS Arun Rawat HEAD OF GROWTH, E-COMMERCE, APAC OLAM SINGAPORE ~ SEPTEMBER 15 - 16, 2022 DIGIMARCONSOUTHEASTASIA.COM | #DigiMarConSoutheastAsia DIGIMARCONSINGAPORE.SG | #DigiMarConSingapore
  2. 2. Building a B2C BRAND on DIGITAL Arun Rawat Head, Ecommerce APAC Olam International Limited
  3. 3. MY JOURNEY 2011 2014 2016 2020
  4. 4. OLAM’S JOURNEY 1989 2005 2016 2020 ECOMMERCE
  5. 5. WHERE DID WE START EXTERNAL INTERNAL ▪ Consumer Preferences ▪ Industry Trends ▪ Size of Addressable Market ▪ Competition ▪ Existing Geo-Presence ▪ Supply Chain Strength by Category ▪ Cannibalization across businesses RESEARCH, RESEARCH AND MORE RESEARCH
  6. 6. TAKEAWAYS Consumers are becoming increasingly experimental All-Natural and Sustainable food demand at an all time high Consumers are searching more, consuming more content and making decisions online Consumers are willing to pay more for brands that do good
  7. 7. TAKEAWAYS
  8. 8. TAKEAWAYS
  9. 9. MARKETING APPROACH DIGITAL CHANNEL FIRST AWARENESS SUPLEMENTED BY PERFORMANCE TEST AND LEARN THEN OPTIMIZE INCREASED ROI FOCUS OVER TIME
  10. 10. MARKETING CHANNEL MIX 60% 50% 40% 30% 38% 35% 10% 10% 20% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Month 1 Month 3 Month 6 Marketing Media Mix Youtube Meta Google Search and Shopping Others
  11. 11. WHY REFOODS.COM FIRST PARTY DATA
  12. 12. WHY REFOODS.COM OPTIMIZE MARKETING CHANNEL MIX UNDERSTAND PERFORMING CATEGORIES, PRODUCTS UNDERSTAND PLATFORM STRENGTHS, SHORTFALLS UNDERSTAND PRODUCT CROSS- STICKINESS SAY THE RIGHT THING AT THE RIGHT TIME TO THE RIGHT CONSUMER IMPROVE PERFORMANCE OF OTHER CHANNELS
  13. 13. WHERE ARE WE NOW
  14. 14. WHERE ARE WE NOW
  15. 15. WHERE ARE WE NOW
  16. 16. WHERE ARE WE NOW ▪ Fair Price Finest ▪ Cold Storage ▪ Cheers ▪ Giant Supermarkets ▪ Redmart ▪ Refoods.com
  17. 17. AND VERY SOON ACROSS SOUTH-EAST ASIA
  18. 18. THANKS

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