"Tech Bites: Digital Innovation in Food & Beverage Marketing"

Digital marketing is a way in which we can promote a brand and make their product sustainable in today's world. There are different stages in the product life cycle where we can use digital marketing in the food and beverage industry, which are as follows:

1. At the introduction stage, we can use digital marketing platforms to generate a buzz and create excitement among consumers by making social media teasers. This helps in building consumer interest in that product and keeping them engaged with it. For example, when Oreo came to India, it found it challenging to compete against giants like Parle G and Britannia. Then, Oreo came up with the hit campaign #DailyDunks.

2. During the growth phase, we can use digital marketing by allowing the company to do targeted advertising and personalized promotions. We should understand customers' tastes and preferences and provide them with huge discounts and offers on their favorite foods and beverages. One such example of a company doing so is Zomato.

3. In the maturity stage, we should use digital marketing by helping brands maintain their relevance and extend the product life cycle, implementing strategies like loyalty programs to keep consumers engaged with our product, such as a free drink on their birthday month or a BOGO offer. For example, Starbucks has a loyalty program.

4. During the decline stage , we should use digital marketing to launch the same product by rebranding it with a new name to gain customer interest and extend the product's lifespan. This will encourage customers to try it and get the old vibes back, for example. Parle-G rebranded itself as Parle-G Gold. Digital marketing has a new impressive innovation that will take marketing to new heights: CGI (computer-generated imagery). It plays a crucial role in seamlessly blending technology to deliver experiences across entertainment and advertising. It was incredible to observe something so lifelike that it takes a second to grasp that AI is being used to create the events rather than reality. CGI advertising is significantly more enjoyable to watch than regular advertising, if I were to draw that comparison. Since it left a lasting impression of the product in my memory, I can attest to the fact that my brand recall is higher. The CGI I had seen was that of the announcement of JIO Cinema's partnership with American OTT platform Peacock.
   

Author: Kartik Shetty

Roll Number: 519

Member of Group 6