MAM
PR power: How tier 2 and tier 3 businesses soar in the festive frenzy
Mumbai: India is a country of festivals, where every occasion is celebrated with joy and enthusiasm. The festive season, which spans from September to January, is a time when consumers splurge on shopping, gifting, and indulging in various activities. According to a report by RedSeer Consulting, the festive season sales in 2022 reached a record high of $10.5 billion, registering a 30% growth over the previous year.
While the festive season is a lucrative opportunity for businesses across the country, it is especially beneficial for those operating in tier 2 and tier 3 cities, which are witnessing a rapid growth in internet penetration, disposable income, and consumer aspirations. According to a report by MoEngage, tier 2 and tier 3 cities accounted for 65% of the online festive sales in 2022. These cities also offer a cost advantage, a large talent pool, and a diverse consumer base for businesses to tap into.
However, to succeed in these markets, businesses need to overcome some challenges, such as low brand awareness, high competition, and changing consumer preferences. This is where public relations (PR) can play a vital role in driving business growth and creating a positive brand image. PR can help businesses communicate their value proposition, differentiate themselves from competitors, and engage with their target audience effectively.
Amplifying Tier 2 and 3 Businesses in the Festive Rush
In the fervor of the festive season, public relations (PR) emerges as a potent tool for catapulting tier 2 and 3 businesses to new heights. These businesses, often overlooked in the grand scheme of commerce, can benefit immensely from the strategic deployment of PR practices. One of the foremost ways in which PR can work its magic is through harnessing the expansive reach of digital media. In an era dominated by smartphones and social media, consumers residing in these emerging markets are progressively relying on online platforms to gather information about products and services. Here, PR takes center stage, assisting businesses in crafting compelling and relevant content that showcases their offerings, spotlights their unique selling propositions, and deftly addresses consumer pain points. This process also involves securing coveted coverage in influential online media platforms that cater specifically to these burgeoning markets, effectively enhancing a business’s visibility and credibility.
Beyond digital media, PR functions as a pivotal ally in fostering trust and loyalty among a business’s existing customer base. With increasing environmental and social consciousness, consumers in tier 2 and 3 cities are placing a premium on brands that exhibit commitment to ethical and sustainable practices. Public relations plays a key role in bringing these initiatives to the forefront, highlighting a business’s environmental, social, and governance (ESG) policies and actions that underscore their dedication to making a positive societal and environmental impact. Customer testimonials and success stories, and awards serve as powerful tools, and PR facilitates the showcasing of these accolades, validating a brand’s quality and performance.
Crafting Tailored Strategies to Meet Tier 2 and 3 Consumer Demands
Another area where PR makes its impact felt during the festive season is in orchestrating the excitement surrounding promotional offers. This is executed with finesse by leveraging the considerable influence wielded by celebrities and influencers. In tier 2 and 3 cities, consumers often derive their purchasing decisions from the recommendations of personalities they admire and relate to. PR steps in to identify and collaborate with these relevant influencers and celebrities, facilitating their endorsement of products and services, thereby generating word-of-mouth and driving increased traffic and conversions. Businesses can also benefit from PR in orchestrating online events, contests, and campaigns that feature these influencers and celebrities, setting the stage for a jubilant festive atmosphere and stimulating heightened consumer interest.
As consumer behavior undergoes dynamic changes during the festive season, PR becomes an invaluable instrument for businesses seeking to adapt and cater to evolving preferences. Consumers in tier 2 and 3 cities now demand more variety, enhanced quality, elevated convenience, and personalization in their purchases. In response, PR steps up by conducting comprehensive market research and analysis, meticulously observing and dissecting these shifting consumer dynamics. Surveys, focus groups, interviews, and social listening are among the tools wielded by PR to gain deeper insights into consumer sentiments and expectations. By harnessing these invaluable resources, businesses can further analyze trends, decipher crucial insights, and take advantage of consumer feedback to craft products, services, pricing strategies, packaging, delivery methods, and communication approaches that are acutely tailored to the unique demands of the festive season.
The festive season is a golden opportunity for businesses in tier 2 and tier 3 cities to grow their sales, market share, and brand equity. To achieve this goal, they need to adopt a strategic approach that leverages the power of PR to connect with their customers effectively. By doing so, they can create a lasting impression on their customers’ minds and hearts that goes beyond the festive frenzy. It is important to note, however, that the narrative doesn’t end with the festive season. A well-executed PR strategy becomes the cornerstone for sustained growth. By building brand equity and fostering positive relationships with stakeholders, tier 2 and 3 businesses position themselves not just for a seasonal surge but for long-term success in the ever-evolving business landscape.
The author of this article is Value360 Communication founder Gaurav Patra.
Brands
Vodafone Idea elevates Vineeth Jayendranath as VP, marketing head Mumbai
Telecom marketer takes charge of Mumbai circle with growth and brand focus
MUMBAI: Vodafone Idea Limited has promoted Vineeth Jayendranath to vice president, marketing head for the Mumbai circle, marking a key milestone in his career as the telecom operator sharpens its regional strategy.
In his new role, Jayendranath will lead marketing efforts across prepaid and postpaid segments in one of the country’s most competitive telecom markets. His mandate includes driving revenue growth, strengthening brand positioning, and deepening customer engagement, while also managing profit and loss responsibilities for the circle.
Sharing the update, Vineeth Jayendranath said, “Excited to share, I am starting my new stint as Vice President, Marketing Head for Mumbai circle at Vodafone Idea Ltd. Would like to thank everyone who has supported me in this journey.”
Jayendranath brings over 12 years of experience spanning telecom and IT, with a strong focus on customer value management and data-led marketing. Since joining Vodafone Idea, he has held multiple leadership roles, most recently serving as general manager leading customer value management and prepaid business across Gujarat, Maharashtra and Goa.
During this period, he handled large subscriber bases and multi-billion rupee revenue portfolios, while rolling out hyper-personalised campaigns and a “segment of one” strategy to improve customer retention and upgrades. He also championed a digital-first approach, pushing adoption of data services and unlimited plans through targeted, insight-driven initiatives.
Earlier, he worked with Idea Cellular Ltd in strategy and business intelligence roles, and began his career at Infosys as a systems engineer. A brief stint at Hyundai Motor India Ltd during his internship added early exposure to marketing strategy.
An alumnus of SVKM’s Narsee Monjee Institute of Management Studies, Jayendranath has steadily built a reputation for combining analytics with marketing execution.
His elevation comes as telecom players double down on circle-level strategies to stay competitive, and Vodafone Idea appears to be betting on data-backed marketing to keep Mumbai firmly in its corner.
