This archive report was first published on 17 September 2019.
As the business landscape continues to evolve, one thing remains constant: the changing customer. With different generations having distinct perceptions of their buying decisions and shopping habits, brands must adapt to stay relevant. The interactions between these generations have a significant impact on brands and how they do business.
According to Treza Kinoru, Senior Brand Manager at Dettol, 'Our brands' education programmes and health and hygiene awareness campaigns directly reach millions of individuals around the world. Our commitment to healthcare extends beyond simply selling products.'
Published on September 17, 2019, a recent campaign by Reckitt Benckiser, in partnership with Practical Action and Kisumu County Government, launched a schools' hygiene programme to raise awareness on handwashing among school-going children. This initiative highlights the importance of emotional connections in marketing, as Dettol aims to drive an emotional conversation on hygiene that speaks to primary school kids.
Behavioural marketing is the new trick, enabling brands to align with customers' needs, wants, and aspirations. This approach creates buying experiences that result in favourable purchasing patterns, relationships, and loyalty. In a recent campaign to launch a digital inverter refrigerator, Samsung showcased a bond between a mother and daughter, aimed at communicating how the refrigerator runs non-stop on the home inverter.
As Samuel Odhiambo, Manager, Consumer Electronics Division at Samsung Electronics, noted, 'The Samsung digital inverter compressor saves up to 50 per cent of the energy previously consumed by refrigerators and thus Samsung is keen on reaching out to the consumers whose main challenge is a spacious and energy-efficient refrigerator.'
Brands can no longer rely on hard selling or advertising. Firms must work with the power of emotions to develop stronger connections between brands and their customers.
