RISHABH SRIVASTAVA

M20191564
CORE-4
ASSIGNMENT-2

IN THE FIRST VIDEO

Govindraj Ethiaj interviewed Varun Berry CEO of Britannia and talk about
understanding of consumer landscape, different type of products, how technology play
role in the business. I have summarized them in some points which are shown below: -

CONSUMER LANDSCAPE IS CHANGING VERY

RAPIDLY
Now the new young generation consumers mostly don’t prefer only a single product
they like to have choices for them they want to try new things that’s why now days
every category have now 7-10 brands because now it’s important for companies to
make innovations, bring new products and understand the consumer and provide them
what they want. Recent example would be Pure Magic deuce recently launched by
Britannia which is combo of chocolate and biscuit.

CONSUMER MORE INTERESTED IN THE

DETAILS
If we talk about 7-8 years back then people mostly read newspaper for the news but
now days people get to know deeply whatever they like whether it is because now
they have many sources to get the information. That’s why companies have to
understand consumer and provide what they need because now consumer knows what
they want.

INDIAN CONSUMER IS ASPIRING WITH

PRAGMATISM
As we know that now consumers have so many platforms to talk about or top get the
information which they need it’s very important to know whether this information or
talk right or not. But if talk about Indian consumer they are aspiring for sure but they
are aspiring with pragmatism. If you are listening only one side story and not
grounding with pragmatism then u can go wrong as Britannia did by launching
Britannia Good Day Chunkies with the wrong pricing in India.

DEMOCRATIZATION IS THE POLICY TO BE

FOLLOWED.
For Indian consumers you have to take care about the pricing of your product in terms
of value. If your pricing gone wrong then irrespective your product is good it will be
going to failed because suppose customer like your product but if they don’t want to
spend that much amount of money then what’s the point of making that product.
That’s why democratization is the policy which Britannia follow and every company
should follow.

TECHNOLOGY DOES PLAY A ROLE IN

CONVENTIONAL BUSINESSES.
As we all know that e-commerce businesses are growing very rapidly in now days and
for them technology plays a vital role in their businesses. For conventional business
also technology does play a role which are basically two types of role Resource
optimization in which basically technology helps us to the material from the right
sources, minimize the duplication work. In Profit optimization companies get the
data from which they can maximize their profit. Example: - As Britannia give their
sales agents a gadget which help them to identify the untapped potential shops for
their products.
INNOVATION AT A HEIGHTENED LEVEL THIS
YEAR.
This year Britannia makes investment in innovations and bring those innovations into
their new different products if we want to compare then there is no product in the
market of that category so Britannia’s innovation at a heightened phase this year.

FOOD CATEGORY IS LARGE ENOUGH FOR

BRITANNIA TO GROW.
Britannia is planning to get into new categories in which current they don’t have a
product and it will be an inflection point in Britannia history because they are
planning to get into some other food categories rather than focus only core biscuit. So,
for Britannia food category is enough to grow they are not planning to outside of food
category.

IN THE SECOND VIDEO

Charles Trevail interviewed Kirti Singh, who is the Chief Analytics & Insights Officer
at P&G where he leads a consumer insights department, which has been named as one
of the world’s most innovative client-side research teams, and in this video they
talking about the philosophy and purpose behind P&G’s insights team, and how
advancements in technology, and research methodologies have transformed how they
understand human behaviour, emotion, and consumption. I have summarized them in
some points which are shown below: -

HOW THE PANDEMIC CHANGED P&G’S

CONSUMERS’ RESEARCH METHODS AND
ACCELERATED VIRTUAL ENGAGEMENT.
Today the variety they have is tremendous. If they want to go to consumer house, they
can but as we all know the pandemic which Is going on since last 6 months so, it’s not
possible now. That’s why they made ways of virtually connect so that they can
connect virtually with their consumers and engage with them as much as they can and
still, they will do the same thing as observe listen to the consumer and interact with
them.

HOW ADVANCEMENTS IN DATA ANALYTICS,

MACHINE LEARNING, BEHAVIORAL SCIENCES,
AND OTHER METHODOLOGIES HAVE
TRANSFORMED P&G’S RESEARCH CAPABILITIES.

As we can see that behavioural sciences which have tremendous amount of

development over the last few years because P&G leverage this very much that how a
human mind work, and how they can understand that and help them with their
understanding and serves consumer better. If we talk about data analytics, machine
learning, completely changed the research capabilities. Earlier if they want to do a
survey, so they used to prepare a questionnaire about 100 question which takes huge
amount of time and resources like door to door, telephonic but in today's world you
can go for technologies like IOT and can get answers what they want. See behind this
there is a huge data working, and behind this data there be a man and because of him
It's possible that we get the answers which we want.

HOW THE ECONOMIC DOWNTURN WILL AFFECT

CONSUMERS’ CHOICES AND LIKELY MOVE THEM
TOWARDS BRANDS THAT ARE TRUSTWORTHY,
RELIABLE, AND PROVIDE VALUE.

See as we all know that because of this pandemic COVID-19 situation there is an
economic downturn. Many people lost their jobs which is impacting the consumers’
choices and their behaviour towards the brands. Now consumer is not ready to take
risks and make changes or no compromise regarding quality, cleaning, hygiene. So,
consumers are now likely to move towards brands that are trustworthy, reliable and
provided value and as we all know that P&G is known for trustworthy and reliable
brand, so people more likely to go with the P&G brand. They are also trying to
connect virtually more with their consumers to get to know what’s in their minds.

WHY BEING A SUCCESSFUL INSIGHTS LEADER

REQUIRES CURIOSITY, A GROWTH MINDSET, AND
CONTINUOUS REINVENTION?

For being a successful insights' leader, you need to require curiosity, a growth
mindset, and continuous reinvention because it’s very important for a leader to be
curious about what’s happening in market. He should have a growth mindset because
it's his as a leader to think about growth so for that he should have a growth mindset.
As a successful leader, you need to be a continues reinvention Because, in now a
day’s technology is changing rapidly so to be in market as a leader you have continues
to reinvent.