Marketing with Vani

Byron Sharp, a Professor of Marketing Science and director of the Ehrenberg Bass Institute, is a leading authority in the field of marketing. His book "How Brands Grow: What Marketers Don’t Know" is the modern Bible of marketing and tackles fundamental concepts that marketers often mess up. This episode is a crash course in marketing principles that are relevant to today's business growth. Listen on!

👉 Listen to the podcast to learn about:-

➡️ Why are light buyers important?

➡️ Price promotions don’t get you new consumers

➡️ Loyalty programs have weak effect on loyalty

➡️ Why advertising need not be persuasive

Click here to read the text version of the episode.

Enjoyed the episode? Please consider listening to the other episodes and subscribe to “Marketing with Vani” on this platform!

This show is sponsored by CherryPeachPlum Growth Consultancy. 🍒 CherryPeachPlum is a marketing-focused business consultancy that delivers business results. Get in touch via www.cherrypeachplum.in to get marketing solutions that work in the real world.

We're talking challenger thinking, the secret sauce to creating a whole new playbook. Masters’ Union, with its bold approach to education, is breaking category codes. Pratham Mittal reveals how they’re using challenger marketing tactics to solve pain points in ways traditional schooling could never imagine!

👉 Listen to the podcast to learn about:-

➡️ Why is challenger thinking difficult?

➡️ Product-led marketing : strategy for building challenger brands

➡️ Attacking the market leader

📄  Click here to read the text version of the episode.

Enjoyed the episode? Please consider listening to the other episodes and subscribe to “Marketing with Vani” on this platform!

This show is sponsored by CherryPeachPlum Growth Consultancy. 🍒 CherryPeachPlum is a marketing-focused business consultancy that delivers business results. Get in touch via www.cherrypeachplum.in to get marketing solutions that work in the real world.

Don’t be a salesperson- provide genuine value to your community members. Brands that want to have thriving communities must look beyond offering their product or service. Neela Kaushik shares some genius ways brands can make money without annoying their community.

👉 Listen to the podcast to learn about:-

➡️ How is a community different from buyers

➡️ How can brands add value to the community

➡️ Benefits of community-brand partnerships

📄 Click here to read the text version of the episode.

Enjoyed the episode? Please consider listening to the other episodes and subscribe to “Marketing with Vani” on this platform!

This show is sponsored by CherryPeachPlum Growth Consultancy. 🍒 CherryPeachPlum is a marketing-focused business consultancy that delivers business results. Get in touch via www.cherrypeachplum.in to get marketing solutions that work in the real world.

Rebranding is one of the hottest topics in marketing and yet terribly misunderstood! What is rebranding? How does it benefit my brand? And what would happen if I didn't rebrand?

Vani explores all these and more with brand evangelist, Lulu Raghavan. She shares insightful pointers on the dos and don'ts, the highs and lows, and the triumphs and tragedies of brands that dared to reinvent themselves.

👉 Listen to the podcast to learn about:-

➡️ Why do companies rebrand?

➡️ Why rebranding is difficult?

➡️ Mistakes to avoid while rebranding

➡️ Metrics to measure the impact of rebranding

📄 Click here to read the text version of the episode

Enjoyed the episode? Please consider listening to the other episodes and subscribe to “Marketing with Vani” on this platform!

This show is sponsored by CherryPeachPlum Growth Consultancy. 🍒 CherryPeachPlum is a marketing-focused business consultancy that delivers business results. Get in touch via www.cherrypeachplum.in to get marketing solutions that work in the real world.

If you want to build strong relationships with your consumers, you must leverage the power of communities. Managing a community of 18,500+ women, Aarti shares her experiences and insights. This episode is a practical guide to creating a community and making it a win-win for the brand and the consumer!

👉 Listen to the podcast to learn about:-

12:51 -  Role of human touch Vs technology

15:41 - Rules within community

20:55 - Creating safe spaces for members

23:16 - Focusing on the well-being of coaches

27:32 - Role of tech in managing large communities

📄 Click here to read the text version of the episode

Enjoyed the episode? Please consider listening to the other episodes and subscribe to “Marketing with Vani” on this platform!

This show is sponsored by CherryPeachPlum Growth Consultancy. 🍒 CherryPeachPlum is a marketing-focused business consultancy that delivers business results. Get in touch via www.cherrypeachplum.in to get marketing solutions that work in the real world.

TV, billboards, email, websites, social media- media today is complex! For a brand to create impact and get people talking, picking the right media mix is a must! Samir talks about some smart media principles that brands must follow to optimize their marketing campaigns and grow their consumer base!

If you’re a marketeer or founder, confused about how to plan your media, then this episode is just for you!

👉 Listen to the podcast to learn about:-

2:34 - Media for impulse products category

8:27 - Continuity over impact for B2Bs

15:43 - Media principles for companies creating new concepts

30:43 - How can early-stage brands create impact

📄 Click here to read the text version of the episode

Enjoyed the episode? Please consider listening to the other episodes and subscribe to “Marketing with Vani” on this platform!

This show is sponsored by CherryPeachPlum Growth Consultancy. 🍒 CherryPeachPlum is a marketing-focused business consultancy that delivers business results. Get in touch via www.cherrypeachplum.in to get marketing solutions that work in the real world.

Cindy Gallop is the founder of MakeLoveNotPorn, the world's first and only user-generated, human-curated social sex video-sharing platform. Through this venture, she aims to normalize sex and promote positive sexual values.

This episode is a masterclass on Sex-tech. View the world through the revolutionary gaze of a brilliant, very courageous woman who is destabilizing the male-dominated social order affecting businesses and societies at large. Listen on!

👉 Listen to the podcast to learn about:-

04:08 - What is Make Love Not Porn?

17:18 - Reinventing advertising

19:35 - Strategies for entering new markets

41:46 - Promoting sex education via novel products

📄 Click here to read the text version of the episode

Enjoyed the episode? Please consider listening to the other episodes and subscribe to “Marketing with Vani” on this platform!

This show is sponsored by CherryPeachPlum Growth Consultancy. 🍒 CherryPeachPlum is a marketing-focused business consultancy that delivers business results. Get in touch via www.cherrypeachplum.in to get marketing solutions that work in the real world.

Is voice set to become bigger than video?  Podcasts are easy to listen to anytime, are less demanding on the senses, and don't have a high production cost. Susan shares why podcasting can be a great marketing tool for content creators, marketeers, entrepreneurs, and anybody trying to connect with audiences.

👉 Listen to the podcast to learn about:-

08 : 30 - Benefits of podcasting

12 : 07 - Podcasting can build brand equity

22 : 30 - Making content from a single episode

29 : 12 - Podcasting as a B2B marketing tool

📄 Click here to read the transcript

Enjoyed the episode? Please consider listening to the other episodes and subscribe to “Marketing with Vani” on this platform!

This show is sponsored by CherryPeachPlum Growth Consultancy. 🍒 CherryPeachPlum is a marketing-focused business consultancy that delivers business results. Get in touch via www.cherrypeachplum.in to get marketing solutions that work in the real world.

Most founders believe that the key to expansion is to target a wide and varied target audience. That's the absolute death knell for a new brand. When you are narrowly focused on one consumer segment, with a product that solves that segment’s specific problem, then you stand for something. In a super fun chat, Vani sits down to dissect and understand this with real examples from different brands, with Dhruv and Dhruv (yes, into two!) of Arata!

👉 Listen to the podcast to learn about:-

05:00 -Why have a core target offering?

19:23 - Why sharpen brand proposition?

20:25 - Should revenue share decide brand positioning?

24:58 - Benefits of having seasoned investors

📄 Click here to read the transcript

Enjoyed the episode? Please consider listening to the other episodes and subscribe to “Marketing with Vani” on this platform!

This show is sponsored by CherryPeachPlum Growth Consultancy. 🍒 CherryPeachPlum is a marketing-focused business consultancy that delivers business results. Get in touch via www.cherrypeachplum.in to get marketing solutions that work in the real world.

Have you tried crossing out an irritating ad while reading an article online, but the 'cross' is almost invisible or the ad itself refuses to go away? Well, you’ve encountered a dark pattern. Vani speaks with Manisha Kapoor about dark patterns, why you must be aware of how you as a consumer might be manipulated, and what you can do better as an advertiser to not win the consumer's ire!

👉 Listen to the podcast to learn about:-

01:38 - What are dark patterns?

07:30 - Taking action against dark patterns

22 : 45 - Paid reviews and disguised advertising

26:00 - Confirmshaming

📄 Click here to read the transcript

Enjoyed the episode? Please consider listening to the other episodes and subscribe to “Marketing with Vani” on this platform!

This show is sponsored by CherryPeachPlum Growth Consultancy. 🍒 CherryPeachPlum is a marketing-focused business consultancy that delivers business results. Get in touch via www.cherrypeachplum.in to get marketing solutions that work in the real world.

Your business can only be as big as the market you choose to play in. How you define your market determines how big you get. Vani shares some creative techniques to broaden the way in which you can define your market. Peppered with loads of real-life examples, this episode is bound to deepen your business understanding!

👉 Listen to the podcast to learn about:-

04:00 - How Epigamia played big

07 :20 - Coca Cola and Pepsi's competition

15:00 - What-Why-When framework

23:00 - The Deprivation technique

📄 Click here to read the transcript

Enjoyed the episode? Please consider listening to the other episodes and subscribe to “Marketing with Vani” on this platform!

This show is sponsored by CherryPeachPlum Growth Consultancy. 🍒 CherryPeachPlum is a marketing-focused business consultancy that delivers business results. Get in touch via www.cherrypeachplum.in to get marketing solutions that work in the real world.

Why bother with consumer research? To understand people's motivations. If you don’t know the psychology behind what people say and do, how will you address their pain points? How will you solve their problems? In this episode, Vani speaks with psychologist & researcher Julia Izmalkowa who helps global brands grow their business by uniquely combining scientific knowledge with business objectives.

If you want to know what people are like and how they think, then this episode is just what you need. Listen on for a fascinating conversation filled with insights as well as actionable takeaways!

👉 Listen to the podcast to learn about:-

03:15 - Psychology of lies.

14:00 - Differentiate data from analysis.

18:34 - People lie. Proof doesn’t.

22:00 - Science behind consumer research.

📄 Click here to read the transcript

Enjoyed the episode? Please consider listening to the other episodes and subscribe to “Marketing with Vani” on this platform!

This show is sponsored by CherryPeachPlum Growth Consultancy. 🍒 CherryPeachPlum is a marketing-focused business consultancy that delivers business results. Get in touch via www.cherrypeachplum.in to get marketing solutions that work in the real world.

Data data everywhere, but not an iota of insight! You’ve gathered a ton of data, but what do you do with it? How do you turn your data into useful information? This episode is a masterclass on converting data into marketing insights, and what kind of muscle and genes a modern marketeer needs to develop. Listen on as Vani decodes the value of Data for winning the battle of customer love.

👉 Listen to the podcast to learn about:-

01:40 - Different kinds of data.

06:30 - How to use data intelligently?

14:00 - First-party data is your best bet for success.

17:00 - Simple practical ways to use data to drive growth.

📄 Click here to read the transcript

Enjoyed the episode? Please consider listening to the other episodes and subscribe to “Marketing with Vani” on this platform!

This show is sponsored by CherryPeachPlum Growth Consultancy. 🍒 CherryPeachPlum is a marketing-focused business consultancy that delivers business results. Get in touch via www.cherrypeachplum.in to get marketing solutions that work in the real world.

Today, each e-Commerce business owns the entire value chain of a transaction but ONDC or Open Network for Digital Commerce proposes to make a platform in which different players can own different parts of the value chain. Through this approach, ONDC aims to make e-Commerce more inclusive and accessible! Vani interviews Shireesh Joshi, captain of the ONDC ship. Listen on!

👉 Listen to the podcast to learn about:-

01 : 50 - Definition and genesis of ONDC

06 : 00 - ONDC will act like the Internet of e-commerce

12 : 01 - How will ONDC impact consumers

27 : 29 - Future possibilities and evolution of the platform

📄 Click here to read the transcript

Enjoyed the episode? Please consider listening to the other episodes and subscribe to “Marketing with Vani” on this platform!

This show is sponsored by CherryPeachPlum Growth Consultancy. 🍒 CherryPeachPlum is a marketing-focused business consultancy that delivers business results. Get in touch via www.cherrypeachplum.in to get marketing solutions that work in the real world.

What is good design? Good design is everything. It's a verb and a noun. Design is the secret to enhancing every aspect of the brand experience and driving conversion. Vani interviews Ashwini Deshpande to decode the what, why and how of good design and how brands can craft smart design strategies to grow their business!

👉 Listen to the podcast to learn about:-

01:51 - What is a good design?

13:30  - Establish your visual identity

34:30 - Design principles for smaller packaging

43: 10 - Designing products for screen

📄 Click here to read the transcript

Enjoyed the episode? Please consider listening to the other episodes and subscribe to “Marketing with Vani” on this platform!

This show is sponsored by CherryPeachPlum Growth Consultancy. 🍒 CherryPeachPlum is a marketing-focused business consultancy that delivers business results. Get in touch via www.cherrypeachplum.in to get marketing solutions that work in the real world.

Don't we all want to create iconic brands even as we launch a new brand? But when the brand is new, when one has just started out, there's limited money, and one is using digital only for communication, then what should one do to have all the makings of an iconic brand?  Vani and Karan Amin discuss what it takes to build an iconic brand in the early stages using digital media.

👉 Listen to the podcast to learn about:-

01: 41 - Know the elevator pitch

07 : 24 - Select the right mediums

09:33 - Identify your hero product

23:12 - Define the consumer persona

📄 Click here to read the transcript

Enjoyed the episode? Please consider listening to the other episodes and subscribe to “Marketing with Vani” on this platform!

This show is sponsored by CherryPeachPlum Growth Consultancy. 🍒 CherryPeachPlum is a marketing-focused business consultancy that delivers business results. Get in touch via www.cherrypeachplum.in to get marketing solutions that work in the real world.

Every year, millions of new brands emerge. In the digital age, where our attention spans are less than that of goldfish, a cohesive brand strategy must be crafted to capture consumer attention. In this episode, Vani tells Amit Ray about what makes a business a "brand" and the mistakes new-age brands are making.

👉 Listen to the podcast to learn about:-

04:50 - Marketing is not just advertising

09:24 - View the problem from the consumer lens

13:32 - Noticeability for the sake of noticeability

23:16 - Simple things that new-age founders must get right

📄 Click here to read the transcript

Enjoyed the episode? Please consider listening to the other episodes and subscribe to “Marketing with Vani” on this platform!

This show is sponsored by CherryPeachPlum Growth Consultancy. 🍒 CherryPeachPlum is a marketing-focused business consultancy that delivers business results. Get in touch via www.cherrypeachplum.in to get marketing solutions that work in the real world.

What is an iconic brand? How do brands become iconic? Are all familiar brands iconic? How do iconic brands evolve to stay relevant to their consumers? These are the big 4 questions answered in this episode, peppered with loads of examples, both global and local. Here, Amit Ray, a serial entrepreneur, ex-Citi banker, and now a podcaster himself questions Vani on what makes brands iconic.  Listen on! :)

👉 Listen to the podcast to know about:-

00:16- What is an iconic brand?

02:14 - Are all familiar brands iconic?

16:36 - How do iconic brands evolve to stay relevant to their customers

📄 Click here to read the transcript

Enjoyed the episode? Please consider checking out the other episodes and subscribe to “Marketing with Vani” on this platform!

This show is sponsored by CherryPeachPlum Growth Consultancy. 🍒CherryPeachPlum is a marketing-focused business consultancy that delivers business results. Get in touch via www.cherrypeachplum.in to get marketing solutions that work in the real world!

Imagine stepping inside a store and instantly getting transported into the happy, magical world of fairytales- Avneet Mann and her friend Vivita pursued this idea and turned it into a successful brand that's "The Wishing Chair" today. After acing a corporate career for 8 years, Avneet started The Wishing Chair as a lifestyle retail brand. She shares with Vani some of the secrets that helped this D2C brand grow.

👉 Listen to the podcast to know about:-

01:34 - Change in focus post-Covid: from offline to online

08:06 - Must-dos for building an e-commerce-enabled website

12:01 - Customer segmentation strategy

14:28 – E-mail marketing and managing the analytics

26:03 – Using performance marketing to drive traffic

📄 Click here to read the transcript

Enjoyed the episode? Please consider checking out the other episodes and subscribe to “Marketing with Vani” on this platform!

This show is sponsored by CherryPeachPlum Growth Consultancy. 🍒CherryPeachPlum is a marketing-focused business consultancy that delivers business results. Get in touch via www.cherrypeachplum.in to get marketing solutions that work in the real world!

Digital transformation is the current industry buzzword, but is the industry ready for true digital transformation, or is it merely paying lip service? Tune in as Vani and Shiv discuss digital in detail and what it actually means for the future of marketing.

📄 Click here to read the transcript

Enjoyed the episode? Please consider listening to the other episodes and subscribe to “Marketing with Vani” on this platform!

🍒CherryPeachPlum is a marketing-focused business consultancy that delivers business results.  Get in touch via the website www.cherrypeachplum.in to get marketing solutions that work in the real world!