Marketing a means to the end goal that is revenue: Aishwarya Mahesh, Mensa Brands
At Pitch CMO Summit, Mahesh, the Business Head - Beauty & FMCG, Mensa Brands, spoke about the company’s journey and its revenue-generating tactics
At Pitch CMO Summit 2023 in Bengaluru, industry experts representing different categories came under one roof to discuss varied aspects of businesses in the digital-savvy world. One such session was by Aishwarya Mahesh, Business Head - Beauty & FMCG, Mensa Brands, who spoke about the company’s journey and its revenue-generating tactics.
Mahesh started the session by sharing her experience: “One of the first golden rules is that we treat marketing as a means but the ultimate goal is revenue.” She said marketing is not just about building brands and spending extensively on brand building. She said the company bank heavily on performance marketing.
She further said, “Within the FMCG category, we are faced with this dichotomy in the consumer cycle. On the one hand, there is brand loyalty. Consumers are super loyal to their brands and then the other hand, some aren't. While we see incredible brand loyalty to categories, what is also contradictory is the fact that brand loyalty does not translate automatically to another category from the same brand.”
She shared that the company has also taken Indian brands to the abroad market now and is planning to flourish there more meanwhile also launching foreign brands in India and they are planning on getting more.
While concluding her session, Mahesh said, “I think it is important to distinguish between creating onus on marketing campaigns so that you engage the consumers and trickle them into their social media, with a clearly defined brand positioning.”
