Bridging Brand and Sales
by Sam Richardson
Sep 5 2024 | 03 min read
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As the advertising market in India is projected to reach US$14.76 billion in 2024, many FMCG companies are grappling with the challenge of converting brand awareness into actual sales. This gap between brand perception and market performance often stems from ineffective distribution strategies, providing valuable insights into consumer behaviour and the FMCG landscape.
Brand awareness is crucial for marketing success, particularly for Indian FMCG companies, where it signifies consumer recognition of a brand. However, mere awareness does not ensure consumer loyalty or purchases. It also does not guarantee understanding or preference.
This disconnect often arises from conflicts between sales and marketing teams. The marketing group is under pressure to achieve revenue goals and wants the sales force to “sell the price” as opposed to “selling through price” Companies with aligned sales and marketing operations see 24% faster three-year revenue growth and 27% faster profit growth. Ultimately, product quality, consistency, and value for money are crucial in influencing consumer buying decisions. In summary, while brand awareness is important, it must be supported by innovation, product quality, effective distribution, and strong consumer relationships to drive actual sales.
Coca-Cola had nailed in bridging the gap between successful campaigns and sales.
Coca-Cola’s “Share a Coke” campaign was launched in India in 2018, featuring personalised bottles with names and popular phrases in 11 regional languages, including Hindi, Tamil, Telugu, and Bengali. The campaign emphasised cultural relevance by incorporating familiar terms like ‘Bhai,’ ‘Maa,’ and ‘Papa,’ which enhanced its personal appeal. It encouraged consumers to find and share bottles with names or phrases meaningful to them, creating a personal connection with the brand.
Additionally, the campaign included interactive elements such as name-finding kiosks and a dedicated website for customising and ordering personalised Coke bottles. The core theme focused on celebrating relationships and magical moments, which the personalised bottles aimed to embody.
The campaign significantly boosted Coca-Cola’s brand visibility in India by engaging consumers through a culturally tailored approach. By utilising regional languages and relatable phrases, Coca-Cola strengthened its connection with diverse Indian audiences. The widespread sharing of personalised bottles on social media further amplified the campaign’s reach, making Coca-Cola more memorable and relatable.
In terms of sales impact, the “Share a Coke” campaign in India led to a 4% increase in sales volume. The personalisation of bottles drove consumer engagement, prompting many to purchase multiple bottles to find names or phrases relevant to their lives, resulting in increased repeat purchases and bulk buying. This strategy effectively reinforced Coca-Cola’s market position and sustained sales growth while aligning with the brand’s core communication theme campaign was launched in India in 2018, featuring personalised bottles with names and popular phrases in 11 regional languages, including Hindi, Tamil, Telugu, and Bengali. The campaign emphasised cultural relevance by incorporating familiar terms like ‘Bhai,’ ‘Maa,’ and ‘Papa,’ which enhanced its personal appeal. It encouraged consumers to find and share bottles with names or phrases meaningful to them, creating a personal connection with the brand.
The main drivers behind the increase in sales for Coca-Cola’s “Share a Coke” campaign can be attributed to several key factors:
- Personalisation: The campaign’s focus on personalised bottles featuring names and phrases in regional languages resonated with consumers, creating a strong emotional connection. This personalisation encouraged consumers to seek out bottles with names that were meaningful to them, driving engagement and purchases
- Cultural Relevance: By incorporating familiar terms and phrases such as ‘Bhai,’ ‘Maa,’ and ‘Papa,’ the campaign enhanced its cultural relevance, making Coca-Cola more relatable to diverse Indian audiences. This approach helped to strengthen the brand’s connection with consumers across various regions.
- Social Media Engagement: The campaign leveraged social media effectively, encouraging consumers to share their personalised bottles online. This sharing amplified the campaign’s reach and visibility, making Coca-Cola more memorable and increasing consumer interest.
- Interactive Elements: The inclusion of interactive features, such as name-finding kiosks and a dedicated website for customisation, provided consumers with an engaging experience that further incentivised purchases. This interactivity helped to drive sales as consumers were motivated to buy multiple bottles in search of specific names or phrases.
- Retail Partnerships: The campaign’s success was also supported by strong partnerships with retailers, ensuring that personalised products were prominently displayed and easily accessible. This strategic placement in supermarkets, convenience stores, and other retail outlets facilitated impulse purchases and increased sales volume.
- Excellent Execution: A total of 11 crore labels were printed digitally on PET bottles and distributed.
Coca-Cola’s “Share a Coke” campaign in India demonstrated the power of personalisation, cultural relevance and excellent execution in driving brand engagement and sales. By creating a personal connection with consumers through customised products and interactive experiences, the campaign effectively reinforced Coca-Cola’s market position, sustained sales growth while aligning with the brand’s core communication theme and successfully bridged the gap in brand and sales.
As we look ahead, our next edition will delve into “Go Deep and Go Wide” strategies, which are crucial for shaping the future of FMCG in India. These strategies will focus on deepening market penetration while expanding product offerings to meet the diverse needs of Indian consumers.
