Businesses seek precise and evidence-based insights to help decide both their marketing strategy and implementation, says Deepender Rana, executive managing director, South Asia, Insights Division, Kantar.
The consumer journey continues to evolve and the rules of engagement for brands are changing, he added.
Deepender Rana was speaking at a business conference with the top corporate houses of Bangladesh arranged by Kantar at a hotel in Dhaka on Sunday, according to a statement issued by the company.
Kantar is a leading analytics and insights company.
In the conference titled, ‘Unlocking profitable growth in challenging times’, Kantar featured insights and expertise through sessions that included key trends impacting the overall business landscape and their implications, the role of brand building and the rise of local brands, and tapping the rural market growth.
Panel discussion on ‘Unlocking growth in the rural market’ was moderated by Prasun Basu, head – Growth, South Asia of Kantar with Afzal Hasan Khan, business unit head- Beauty & Wellbeing and Personal Care, Unilever Bangladesh, Allen Ebenezer Eric, director - Marketing, Marico Bangladesh, Tanzeen Ferdous Alam, CMO of Berger Paints Bangladesh and Puneet Avasthi, senior executive director, Specialist Businesses, Insights Division, Kantar.
Ziaul Islam, managing director, Bangladesh, Insights Division, Kantar Bangladesh said that to successfully build and manage brands, marketers need to focus on their strategy covering four aspects – continuous investment, short-term sales, long-term brand building, and focusing on corporate reputation and trust.
He shared examples from Kantar’s flagship studies like the Kantar BrandZ study, the world’s most definitive and authoritative brand value ranking, Kantar Worldpanel’s Brand Footprint and National Media study,
Ziaul also spoke about some fascinating trends on the rise of local Bangladeshi brands.
Kantar presentations on ‘Riding the inflationary forces’, ‘Insights from Qualitative’, ‘Role of brands and the Rise of locals’, and ‘Embracing the OTT revolution - unleash the potential of digital’, were delivered by Ranjana Gupta, lead – Innovation, Insights Division, Ria Dutta, AVP, Qualitative, Insight Division, Ziaul Islam, MD, Bangladesh, Insights Division and Biswapriya Bhattacharjee, director - B2B & Technology, South Asia, Insights Division, respectively.
The conference also had some interesting Kantar booths at the venue, showcasing a wide range of Kantar Offers to cover Brand, Creative, Innovation, Media & B2B Solutions.
