Driving Growth

September 08, 2020 | Shiv ABG

50 of the top 100 firms of
1990 on the NYSE are not
there today.

They failed to grow and

became irrelevant.
Large companies are getting
less than 10 % of growth, small
companies are getting all the
growth. Small companies Online
are segmenting/targeting better

Eg Naturals Shampoo, Face serum, Face sheet mask.

We live in a physical + digital world

3 Questions you should ask

1. How will this industry/business

look three to five years out?

2.How will money be made in this

business three to five years out?

3.What capabilities are needed to win

three to five years out?
Lets look at what could be needed

The Hard aspects The Soft aspects

• Digitization • Empathy
• Business Model Thinking • Collaboration
• Revenue management • Speed
• Sustainability • Agility
• Marketing • Openness to Feedback
• Innovation • Industry thought leadership
• Data and Insights
Digital is a MUST
have, not a nice
to have.

How is it
different?
Context - Growth in a digital world
• Information is easily available
• Product comparisons are easy
• Price discovery is easy
• Bundling things is easy
• The marketing mix variables can change every day
• Revenue Management
• More competition
• You have your own digital store
• More data is available
• More insights are there if you can unearth them.
32% in June
 India

38% Research Online Buy Online

03% Research Offline Buy Online

30% Research Offline Buy Offline

31% Research Online Buy Offline

Source : Nielsen
The growth concepts of
the past don’t change
but need adaptation.
Q. What is penetration A. Being available
in a digital world? both physically and
in maximum digital
platforms/ listings
Q. What is visibility in a
digital world?

A. Use of key words,

being on top of the
recommendation list,
being on path of
purchase. Being Visible
Q. What is authenticity in a digital world?

A. Product reviews, recommendations and

consumer commentary on the brand.
 Q. What’s the cycle of engagement in a digital world?

A. Every day is a new cycle. So, u can have 365 ideas in a

year compared to two big brand ideas in a physical world.
Product launches/concepts are easy online.
 Q. Who is competition in a digital world?

A. Any brand online that can in any way solve the

need is competition, irrespective of the price point.
Q.What is the concept of consumption in a digital world?

A.Subscription model is the best way to drive consumption

Eg Male grooming, Water, Sanitary Napkins, Diapers, Eggs, Bread, Coconut Water, Milk
 Q. What is fulfilment in a digital world?

A. The closest point of pick up or the fastest

delivery in terms of time.

E.g. Warehouse in Warehouse concept by P&G

 Q. What is assisted selling in a digital world?

A. Ability to offer any education material, any video, any

link to an added service.

E.g. Beauty Regime visuals, A + Content, Influencer Content

Q. What is a fan club in a digital world?

A. Having consumer word of mouth

Q. How does one handle quality issues?

A. Immediately, else you lose trust

E.g. Twitter is ideal platform for grievance handling . Airlines, Telecom response time is excellent
Challenges in a digital world

Height of products,
width etc.

S,M,L picture sizes

Color, Texture

Sensory/tactile appeal
of product

Fakes
 D Discovery
Q : What does the consumer O Options (Range,
want in digital? Offers)
B Buy
A: DOBE E Exchange, Education
What is needed for growth?
1. Ambition
2. Fluid Structure
3. Partnerships
Summary