At DOMS, we foster long-term loyalty with unparalleled product experiences:Saumitra Prasad

In today’s ever-evolving marketplace, brand positioning and strategic innovation are paramount for sustained success. Saumitra Prasad, Chief Marketing Officer, DOMS Industries, brings over two decades of marketing expertise to the forefront of DOMS’ ambitious growth trajectory. Under his visionary leadership, DOMS is not only reinforcing its market presence but also pioneering initiatives that resonate deeply with its core values and customer aspirations.

In this insightful interview with Adgully, Prasad delves into his vision for DOMS’ brand positioning, highlighting key developments such as the acquisition of SKIDO and collaborations with KidZania. These strategic moves are designed to align with DOMS’ promise: “Every Ambition Needs Preparation”. Prasad discusses how these initiatives are shaping the brand's journey and enhancing its offerings to support the educational and creative endeavors of its consumers.

Prasad also sheds light on the innovative experiences being created at the DOMS Painting Studio in KidZania, the impact of emerging marketing trends, and the role of artificial intelligence in revolutionizing marketing strategies. Furthermore, he shares insights on DOMS’ approach to evaluating marketing campaign success, exploring new digital channels, and fostering customer loyalty in a competitive landscape.

Also Read: KidZania Mumbai & DOMS empower children to express themselves via art

With over two decades of experience in marketing, what is your vision for DOMS’ brand positioning in the market, and how do the recent developments like the acquisition of Skido and collaborations with KidZania align with this vision?

DOMS is committed to its promise “Every Ambition Needs Preparation” and will always be an inspiring partner in fulfilling ambitions through its exciting range of products in the education journey.

Collaborations with Kidzania with DOMS Painting studio is very much extension of the brand promise and vision to help fulfill dreams and ambition in the journey of an artist.

DOMS acquisition of SKIDO is a great opportunity to leverage our brand equity in the large category of school bags.

DOMS is deeply dedicated to upholding its fundamental pledge: "Every Ambition Needs Preparation." This commitment serves as the guiding principle behind our endeavors, as we continuously strive to be an unwavering ally in individuals' pursuit of their aspirations. Through an array of innovative products meticulously crafted to accompany one on their educational journey, we endeavor to inspire and empower ambition in every learner.

Our collaboration with Kidzania, particularly through the establishment of the DOMS Painting studio, epitomizes an extension of this brand promise and vision. By providing a platform within the immersive Kidzania experience for young artists to explore their creativity, we actively contribute to the fulfillment of dreams and ambitions along the artistic path. This partnership underscores our dedication to nurturing talent and fostering a supportive environment for aspiring artists to flourish.

Furthermore, DOMS’ strategic acquisition of SKIDO represents a significant opportunity to harness our esteemed brand reputation within the expansive realm of school bags. By integrating SKIDO into our portfolio, we aim to leverage our existing brand equity to offer top-quality, functional, and stylish school bags that cater to the diverse needs of students.

What kind of experiences are you aiming to create with the DOMS painting studio at KidZania, and how do you ensure they resonate with both children and parents?

The DOMS Painting Studio at KidZania provides an engaging and immersive experience for children to explore the world of art. Here, young participants can step into the role of an artist and express their creativity using a wide range of DOMS color products. This studio is designed to cater to the ambitions of budding artists, offering them a unique opportunity to learn and develop their skills in a supportive and inspiring setting. The environment at the DOMS Painting Studio is both fun and educational, ensuring that children not only enjoy the creative process, but also gain valuable insights into the artistic journey.

What emerging trends in marketing do you believe will have the most significant impact on the industry in the next 5-10 years, and how is DOMS preparing to capitalize on these trends?

The most significant trend currently influencing marketing and other business functions is the rapid advancement of artificial intelligence (AI). Leveraging AI tools in our marketing processes is crucial for enhancing efficiency and strengthening our consumer offerings.

By integrating AI into all aspects of our marketing efforts, we can gain deeper insights into consumer behavior, personalize interactions, and streamline operations. This includes using AI for data analysis, targeted content delivery, optimized ad placements, and AI-powered customer service.

Embracing AI will allow us to provide superior value to consumers and stay ahead of the competition. Therefore, implementing AI technologies across our marketing processes is essential for driving innovation and growth.

What key performance indicators (KPIs) do you focus on to evaluate the success of marketing campaigns at DOMS?

The KPIs we focus for most campaigns include Cost Per Thousand Impressions (CPM), Click-Through Rate (CTR), Cost Per Acquisition (CPA), Return on Advertising Spend (ROAS), and Engagement Rate (ER).

By meticulously monitoring and analyzing these key performance indicators, we gain invaluable insights into the strengths and weaknesses of our campaigns, enabling us to fine-tune our strategies, optimize resource allocation, and ultimately drive better results and ROI.

With digital marketing constantly evolving, what new channels or technologies are you most excited about exploring for DOMS?

Our social media presence is thriving, with over 1.2 million YouTube subscribers and a strong following on Instagram and Facebook.

Recently, we launched the DOMS ART LEAGUE, an engaging online platform to promote the arts. Every month, schoolchildren participate in our art competition, showcasing their talents and creativity. The DOMS ART LEAGUE not only celebrates young artists but also provides a supportive community for their artistic growth.

Are there any plans to introduce new product lines or expand existing ones as part of DOMS’ growth strategy? How do recent initiatives support these plans?

DOMS has established a robust and aggressive innovation pipeline for new products, which has been a significant driver of its rapid growth. The company's introduction of modern, quality stationery products with added value, alongside recent strategic collaborations, underscores its dedication to broadening its market potential and diversifying its product portfolio. Through continuous product development and enhanced customer value, DOMS is strategically positioned to increase its market share across all stationery categories, aspiring to become the preferred brand for stationary and color products.

With the rise of e-commerce, what steps is DOMS taking to enhance its online presence and sales channels?

In response to the burgeoning e-commerce landscape, DOMS is strategically fortifying its online presence and sales channels. We're actively collaborating with major platforms such as Amazon, Flipkart, First Cry, Blink IT, Swiggy and Zepto leveraging these partnerships to fuel our digital marketing initiatives. Anticipating robust growth, we are committed to optimizing our digital footprint and maximizing sales opportunities in the dynamic online marketplace.

What role do influencers play in your marketing strategy, and how do you select the right influencers for your campaigns?

Influencers serve as powerful conduits for conveying our brand’s message to our consumers, amplifying its reach and impact. When choosing influencers, it is essential we consider various factors beyond just their follower count. The profile of the Influencer, including their niche, expertise, and relevance to our category, plays a crucial role. Additionally, evaluating the quality of their content creation skills ensures that the brand’s message is communicated effectively and authentically to the audience. Furthermore, analyzing the engagement rate provides insights into the level of interaction and connection the Influencer has with their followers, indicating the potential effectiveness of their promotional efforts.

How do you foster customer loyalty and ensure repeat business in a competitive market?

At DOMS, we firmly believe that the key to fostering consumer loyalty lies in providing unparalleled product experiences. Our commitment to excellence in every aspect of product development and delivery ensures that each interaction with a DOMS product leaves a lasting impression.

From meticulous design to rigorous quality control, every step of our process is geared towards delighting our customers. By consistently exceeding expectations and delivering exceptional value, we not only earn consumer trust but also cultivate long-term loyalty. Once individuals have had the opportunity to experience the superior quality and performance of DOMS products, they naturally gravitate towards becoming devoted patrons, advocating for our brand and forming a strong bond with our company.