As health consciousness takes over the nation, health food companies have the chance to position themselves in line with mainstream FMCG (fast moving consumer goods) brands. Consumers in metros, and even mini-metros are adopting various new dietary regimes, and companies like Soulfull are ready to take a bite of this increasing market. Soulfull is a new age FMCG brand that manufactures and markets millet based (gluten free) products. Rasika Prashant, chief marketing officer at Soulfull talks to ETBrandEquity Online about marketing the brand in this digital age, and reaching consumers at a time when offline and online strategies need to work in tandem.
The FMCG sector is rapidly evolving with an increasing number of businesses entering the FMCG space. To break the clutter and resonate well with the target consumer, companies must be disruptive in their marketing approach. Additionally, marketers need to constantly use innovative communication strategies, keeping consumer-centricity in mind.
The digital era brings to light the shrinking attention span of the consumers. To meaningfully capture the audience’s attention, the communication today needs to be crisp and relevant, focusing on enhanced engagement. Furthermore, consumers are increasingly consuming content across different platforms and businesses must leverage the right mix of platforms for effective and targeted reach.
Soulfull has a 360-degree marketing approach in place where we constantly expand our horizons to educate and create awareness around millets and its health benefits through digital and traditional space. We strike a perfect balance between below the line and above the line marketing to maximize impact. Every marketing initiative is measured in terms of impact on consumer response thus allowing us to change our approach. Having agile systems allows us to keep experimenting and changing our approach which works to our advantage.
Consumer-centricity is at the heart of Soulfull’s business. Being the innovator of the category with millet-based snacks, it is the 360-degree marketing approach that helped us with market penetration and gave us the competitive edge to win over the audiences and capture the cluttered market. On-ground activations continue to be a strong pillar for Soulfull’s marketing focus to drive demand for millet-based snacks. In the initial days, it also played a big role for us to reach out to our audience to drive visibility and credibility for our products through sampling and education.
Our marketing strategies are based on consumer segments. To reach out to kids, we have tie ups with kids marathons, schools and other such events. We meaningfully engage with mothers and build the case for healthy snacking through TV, Digital and Influencer communities. To reach out to the adult segments we rely on content marketing and effective use of digital. This rounded approach allows us to provide relevant offerings, education and need for our products.
Soulfull maintains a balance of Traditional and Digital media in reaching out to the consumers. Digital marketing is seen as a core business driver and hence focused on accordingly. With consumers researching on multiple platforms before making a purchase decision, digital is used to build a positive consideration for the brand. We also use digital for brand story telling and creating KOLs for the brand. Traditional media is used to create a spike in awareness for the brand while digital helps in sustaining the same. This approach helps us maintain the balance and allocate objectives.
Soulfull is witnessing robust growth momentum Year on Year. In FY19, the company clocked a revenue of about Rs 25 crore, growing 100% over the last year. We are well on path to double our business YoY. Read more