LuxeBook April 2020

APRIL 2020 | 9 DECODED 8 | APRIL 2020 The 4Rs: Be resilient, responsive, relevant and responsible during these tough times to earn your consumers’ respect, says marketing guru Jagdeep Kapoor Marketing in the times of COVID-19 BY RIDDHI DOSHI N o business or industry has ever faced a crisis like the COVID-19 pandemic. When hardly any one’s buying anything luxe, how do brands and companies engage with their consumers and what should the marketing teams do to push those conversations? 4Rs Jagdeep Kapoor, Founder Chairman and Managing Director, Samsika Marketing Consultants says that the answer is the 4R strategy: Resilience, Responsive, Relevance and Responsibility. Luxury brands must be Resilient. They must stick to their ethos, positioning, quality and image. They need to be Responsive in reaching out to customers, in informing them about their timings, service, any charity or special help that they are offering. The Relevance of their product category has to be integrated into their messaging whether it be retail, hospitality, beauty, fashion or automobile. Lastly, Responsibility must be shown in terms of cleanliness and sanitation in their showrooms or premises. “The brands that use social media, WhatsApp and SMS for regular advertising and customer engagement will be remembered,” says Kapoor. There are many out there that have impressed us with their innovative approach and solutions to their marketing and sales strategies. Food and service Indian Hotels Company Limited’s Taj hotels have won hearts by opening their premises for doctors. A few of their properties such as the Taj Mahal Palace in South Mumbai and Taj Lands End in Bandra, Mumbai, have opened their laundry service for everyone. These hotels are also offering bread baskets and spa products. Although, home delivery service isn’t available yet. Similarly, Kitchen Garden by Suzette, a café chain, has been selling salad hampers to its customers who rather cook at home than risking a home delivery during the lockdown. Best known for its organic, vegan- friendly, farm-to-fork menu, Sequel, the restaurant brand founded by Vanika Choudhary, is offering farm-fresh produce from the Sequel Greenhouse, a few hours outside of Mumbai, until both outlets in Kala Ghoda and Bandra, reopen for dine-in operations. A positive narrative Fashion brand AMPM is re-focusing some of its campaigns and concentrating on pure brand awareness. “This is the time when people are not looking to buy, and so instead of deluging them with ads, we are planning to use a softer approach by just educating them about us, what we stand for, the finer details of the brand, which otherwise go unnoticed,” says Priyanka Modi, Creative Director AMPM. The brand has also become more conversational on its social media platforms. “As staying home is a large part of what we are supposed to be doing, we are now running an ‘AMPM Recommends’ series, which curates interesting ideas and things-to-do whilst being at home. The idea is to encourage people to be productive and joyful, and, of course, stay at home!” The focus is on a positive narrative, which is determined by virtual showrooming, styling sessions/online master-classes, curating gift cards, which cab be used post-crisis “but works as the much-needed retail therapy.” Their marketing plan also emphasises on the future, and in that direction, AMPM is rearranging priorities to navigate the upcoming recession, detailing initiatives to help rebuild revenues post Corona. “These are being created to deflect the pressure of deep discounting,” says Modi. They are also replanning the launch of their new capsule collection. “The right timing is very important.” “This is the time when people are not looking to buy, and so instead of deluging them with ads, we are planning to use a softer approach by just educating them about us...” — Priyanka Modi Creative Director AMPM Vanika Choudhary Founder, Sequel Carrots from the Sequel Greenhouse Taj Lands End in Bandra, Mumbai, have opened their laundry and offering bread baskets