Beauty and private care home equipment model Vega plans to broaden its offline retail presence with the addition of 8,000-10,000 shops by the top of this fiscal, Eiti Singhal, chief advertising and marketing officer, Vega, instructed BrandWagon Online. This is believed to be in step with the model’s intention to be current throughout tier 2 cities and past. “With the shift in consumer focus towards daily personal grooming and styling, beyond just occasion led consumption, we have seen a huge potential in personal care appliances range. Our focus this fiscal will be on growing the men’s category,” she added. The firm has a presence throughout 40,000 stores presently.
The model additionally goals to broaden its product vary below three classes corresponding to magnificence equipment, males’s grooming in addition to private care. It plans to launch near 90 merchandise in FY23. “The pandemic has brought about a significant shift in the manner people consume beauty and wellness products and services. It has inculcated an increased level of consciousness and inclination towards do-it-yourself (DIY) solutions due to hygiene and social distancing issues. The new launches aim to upskill the users towards self styled solutions,” she said.
Over the final three years, the model claims to have expanded its presence on e-commerce portals corresponding to Amazon, Flipkart, Nykaa, Purplle, Trell, Ajio, Tata Cliq, amongst others. It goals to proceed to broaden its attain on fast commerce websites corresponding to Blinkit, bigbasket, amongst others. Besides these, the model is accessible throughout trendy commerce shops corresponding to Metro Cash & Carry, JioMart, Vijay Sales, amongst others. Vega claims that tier 2 and tier 3 cities have been the main floor for its on-line gross sales, accounting for about 54% of the general on-line enterprise final fiscal. “We aim to strengthen our presence in tier 3 cities across the country where people aspire for better quality and stronger value proposition, through a multi-channel strategy,” Singhal mentioned.
As for advertising and marketing, e-commerce platforms corresponding to Amazon and Flipkart have seen a rise in advertising and marketing spends in FY23. This is adopted by TV, OTT, and social media platforms. “To leverage higher mindshare of consumers via video content, we have invested in Vega creative lab, our inhouse studio as one of our new initiatives this year. In order to drive engagement and brand advocacy, we will further focus on influencer marketing and social commerce as one of the key pillars of our digital strategy,” Singhal elaborated.
Furthermore, it goals to launch an above-the-line (ATL) marketing campaign with model ambassador cricketer Rohit Sharma, so as to promote the lads’s vary. As for retail shoppers, it plans to provoke in-store activations and stay demos to enhance person expertise and increase retailers’ suggestions. For Vega, the intention is to seize shoppers throughout totally different touchpoints.
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Source: www.financialexpress.com”