MediAvataar's News Desk
It’s Friday night. You’ve left work on time and you’re headed to the supermarket to pick up dinner. It’s been a long week and it’s time to treat yourself. First, you head up the chilled aisle to pick a pizza and you decide on the more expensive looking pizza—the one with buffalo mozzarella and artisanal crust.
Next stop is the wine section, and you narrow your decision to two options: one looks more premium because it has gold label, but the other one has a higher price. In the end, you pick the gold one. Next, the final item for the basket, some chocolate. Still on the hunt for something that feels a little special, you pick the branded chocolates, and you’re happy to pay a bit more because they’re labeled fair trade.
This scenario is very much like ones that shoppers go through when deciding whether a product appears to be more premium, and whether they’ll be willing to pay a little extra for it. And, as you can see, premium is about more than just price.
To tap into this surging global trend, it’s important to understand what drives the perception of premium with your shoppers. According to Nielsen research, the most commonly cited reasons for a product being perceived as premium are that it has exceptional quality (54% of respondents), or that it has superior function or performance (46%), or style or design (38%).
It’s rational that shoppers would be willing to pay more for a product that is of a higher demonstrated quality or value, but there is also a more subjective component that factors into many shoppers’ ideas of what premium means. Traditionally, well-known big brands have been associated with premium factors like quality of ingredients; they’re also often viewed as a consistent and safe option.
Historically, private label occupied the bottom end of the category and big brands were the main currency occupying both the middle and top ends of the categories. Today, however, we see the smaller niche brands, and even the premium store-label brands, battling against the big brands for ultimate premium status as they all jostle for share in this higher-value segment.
There are also more emotional cues that feed into the perception of premium. We have started to see this come through in products that have overtly stated environmental or social benefits, thereby claiming a higher premium status. Roughly four in 10 global respondents said that they’re very willing to pay a premium for products made with organic or all-natural ingredients (42%), environmentally friendly or sustainable materials (39%), and for socially responsible products (31%). However, as consumers become more demanding, and expect a higher level of brand hygiene and corporate social responsibility as a given, these specific products will lose their premium status to the next wave of consumer trends.
The perception of premium isn’t based solely on rational links to quality and value; it’s highly influenced by emotive cues. Even in this period of economic uncertainty and stretched household budgets, shoppers still want to treat themselves—and will pay more—for premium products. Manufacturers need to truly understand what’s driving their shoppers so they can adapt and compete at the premium end of the scale where they can command a higher price point.
Written By Joanna Parman, Sales Effectiveness Business Partner, Nielsen
Criteo S.A., the advertising platform for the open internet, released the “State of Ad Tech 2019” report, which evaluates how marketers can successfully convert audiences throughout each stage of the purchasing journey.
The Criteo-commissioned study conducted by Euromonitor, surveyed marketers across APAC in India, Taiwan, Australia, Vietnam, Indonesia, Japan, and Korea to know how they’re connecting with their customers – and what works the best. The report also highlights the current Ad-Tech Landscape and some of the top trends for 2019.
Key Highlights of Ad-Tech Landscape:
More than 3.5 billion people are connected to the Internet and use it regularly.
On a global level, 40.2% of total ad spend is now going to digital.
By 2022, there will be 2.4 billion internet users in APAC, and 47% of internet users will have two or more connected devices.
APAC marketers will be spending 87% of their total marketing budgets on digital campaigns, to reach the increasing number of internet users.
Top 2019 Ad-tech Trends:
More Ecommerce Companies becoming Ad Companies:
In 2019, ecommerce companies would rethink their strategy around brand partnership and product placement, and how these two can work together. With the use of sophisticated technology, it will be possible for ecommerce players to maximize revenue from all visitors on the website, if retailers can show value from impressions.
Transparency, and more Transparency
All the key stakeholders in the ad-tech ecosystem want more transparency. Marketers want to know where their ads are being placed and which ads are working and how much revenue each ad contributes. Publishers want to know how audiences interact with the ads on their websites and how much revenue is really being generated for partners. And finally, Consumers want to know how their data is used. With the increasing demand for more transparency in the ecosystem, new solutions, strategies and partnerships will emerge in 2019.
Ads Won’t Advertise, They’ll Tell Stories
Direct-to-consumer companies succeed not because of product offering, but through the story. By matching quality product with a unique and shareable story, these companies have carved out a niche in the market. This means creating a full funnel ad experience – through data. Therefore, in 2019, the best ads will not advertise product, but rather entertain, educate, and inspire consumers.
As a billion Indians get ready to welcome 2019, here’s a glimpse of the year that went by. As India’s fastest growing food delivery company, Foodpanda brings deep insights from 100+ cities, showing India’s unabashed love for food!
Over the course of year, Foodpanda became the largest food delivery network with 125,000 delivery partners working on-ground in over a 100 cities. Some highlights on food ordering trends on the platform across India in 2018 are:
India loves to order Biryani, burgers, shakes and ice creams
o Favourite breakfast - Idli & Dosa
o Favourite lunch food item - Biryani, Shakes & Ice-cream
o Most ordered evening snacks - Momos, Pasta, Shakes & Ice-cream
o Favourite food for dinner - Chicken Biryani
o Go-to food item for late night cravings - Chicken Biryani, rolls and shakes
Indians from these cities order out the most - Delhi NCR, Bangalore, Hyderabad and Mumbai
o Chicken Biryani emerged as the most ordered food item in Hyderabad
o Delhiites are crazy about Tikkas and Butter Chicken; however an emerging new trend observed in Delhi NCR was orders of Hakka Noodles with Chicken Tikka
o Mumbaikars are big on Milkshakes and Burgers
o Sugar-free juices and Salads are getting more and more famous with Bangaloreans
Metros of tomorrow drool over thaalis and sweets the most!
o Vizag, Jaipur and Bhubaneswar lead the race of the cities that order out the most
o Masala Dosa and Chicken Biryani emerged as the most ordered food in Vizag
o Jaipur loves to eat sweets and vegetarian thaalis
o Customers in Bhubaneswar love to relish Rasgulla after their meal!
Varied cuisines and food items dominated the food ordering pattern, giving an interesting sneak peek into the wide food palate across our country
o Dishes such as Chole Bhature, Rolls, Chicken Tikka were the comfort food of the northern region whereas Biryanis, Burgers and Salads were big hits in southern India
o The western parts craved for food items such as Shakes, Ice-cream, Paav Bhaaji; and the eastern cities were binging on Chicken Biryani, Rasgulla and Ice-cream
Foodpanda also observed that India loves to order the most in between 8-9pm; dinner time is India’s favorite to order out.
· The first-of-its-kind food and entertainment carnival will be held across three cities in India- Delhi, Pune and Bangalore.
· 100+ handpicked restaurants spread over 8 curated zones in each city
· Zomaland will have food for every palate, music for all ears, games for all age groups, and incredible attractions to please every eye!
After a decade of helping India make informed food choices with restaurant reviews and rating, food delivery, Zomato Gold and much more, Zomato presents the grandest food and entertainment carnival, Zomaland.
Zomaland marks Zomato’s entry into the space of large-scale experiential events. The larger-than-life carnival will be a whimsical delight, bringing together some of the top chefs and eateries from across the country, a stellar line-up of music artists and DJs, and never-seen-before interactive installations. It will also feature a vintage funfair with carnival games and fascinating photo booths, vibrant food parades, enthralling street performances and a dedicated zone for the children.
Speaking on the conceptualisation of Zomaland, Gaurav Gupta, COO, Zomato, said, “We view ourselves as a food company which aims at giving users the best food experience - online as well as offline. We believe that if there is an experience to be built around food, Zomato has a significant role to play in making it happen. We also believe that the restaurant channel or out-of-home food cooking theme will be dominant in the future and we are trying to grow that as much as we can. The introduction of Zomaland is a step forward towards our goal of 'better food for more people'."
The carnival will be an ultimate celebration of food and entertainment with 100+ handpicked eateries in each city, spread over 8 food zones where the streets of Delhi 6 meet the bylanes of Beijing, and the mellow flavours of the Mediterranean meet the flaming cuisine of Mexico. That’s not all, Zomaland will have food for every palate, music for all ears, games for all age groups, and incredible attractions to please every eye.
“Zomaland is the result of months of hard work, dedication, brainstorming and food-sampling. With it, our users will witness all the aspects of Zomato coming to life in the form of a carnival, at a scale never attempted before. Although we are starting with 3 cities, we will extend the joy to many more cities around the world as we move ahead,” added Chaitanya Mathur, Global Head, Zomato Live.
iTV Network, India's fastest growing news and infotainment network appoints Pooja Gupta as Vice President – Brand & Content Marketing.
Pooja is a seasoned marketing professional with vast experience in electronic and print media. With a career spread over two decades, she has worked with established names in the media domain such as News Nation, News 24, NewsX, India TV, Business Standard and most recently at Zee Media Corporation Limited, as Head Marketing where she helmed the marketing functions and content strategy to build the brand awareness of all its national and regional channels.
Apart from traditional marketing, she holds a strong expertise in handling complete portfolio of marketing, branding, public relations, events and corporate communications. Her core competence lies in new product launches and content marketing.
Pooja is an iTV alumna, and elaborating on the vision that she aims to follow in her new role at iTV Network, she said, “The inherent value of content is realized in its presentation, and likewise, the importance of presentation rests in the ability to deliver the right content, in the right way, to the right audience. I will work towards driving a strong content-led value proposition for our viewers, as well as to amplify the premiumness and the brand iTV network as distinctive competence.”
Speaking on Pooja’s new role with iTV Network, Kartikeya Sharma, Founder and Promoter of iTV Network, said, “With increasing competition, emergence of multiple media and an increasingly transitory audience attention span, Pooja with her experienced blend of marketing acumen will play an instrumental role in helping our marketing activities keep pace with Network’s growth as we ramp up to launch more sustainably designed products to meet the demands of our viewers, and seek to reinforce our commitment through engaging and thought provoking content to increase traction with the company’s advertiser-customer.”