Diageo India's Ruchira Jaitley discusses marketing strategies for Signature drinking water

Diageo is a British multinational alcoholic beverages company with its headquarters in London, England. It is one of the largest and most prominent alcoholic beverage companies in the world. Diageo operates in more than 180 countries and produces a wide range of spirits, beer, and wine brands. The company was formed in 1997 through the merger of Grand Metropolitan plc and Guinness plc.

In an Interaction with Adgully, Ruchira Jaitley, Executive Vice President, and Prestige Portfolio Head, Diageo India, talks about the signature packaged drinking water and how the overall market has been for the brand over the years.

How can Signature packaged drinking water leverage consumer insights to create impactful and effective marketing campaigns?

At Diageo, we have a robust consumer study team that delves deep into consumer insights constantly to give us data that helps us craft campaigns that work for us. Each campaign is tested among a peer group across different parameters and only when we receive favorable results do we go ahead and deploy these campaigns for the larger audience.

What are the key objectives of the Signature Mangroves Regeneration Project, and how does it align with the overall vision of giving back to the community?

On our quest to do good to both nature and our local communities, we have created the Signature Mangrove Regeneration project in Odisha. Through this project, we hope to improve coastal stability, reduce the carbon footprint, increase biodiversity, and create more livelihood opportunities for communities. In the last 50 years, over half of the world's mangrove cover has been lost. In this project, we aim to positively impact our people and the planet as a whole, as we have always been passionate about our contributions to nature and society.

Are there any consumer insights or market trends that indicate a growing interest in environmental sustainability and community-driven initiatives?

Our target group, the young and the educated, is increasingly conscious and consciously choosing products that conform to their values and beliefs,

In urban centers and upcoming smart cities nationwide, our target group, consisting of individuals aged 25-35, is becoming more conscious and deliberate in their product selection. This demographic highly values products that align with their beliefs and exhibit a genuine commitment to the environment. They actively engage in research, leverage available information, and make informed choices regarding their consumption habits.

What are Diageo's key growth objectives for the next year, and what marketing strategies are in place to achieve these goals?

Within our Prestige category of brands, encompassing both upper prestige and mid prestige segments, our primary objectives are closely aligned with the company's overarching focus on brand premiumization. Our aim is to attract consumers by providing them with unparalleled experiences that exceed their expectations. By prioritizing premiumization efforts, we seek to elevate our brands to new heights and deliver exceptional value to our discerning customers.

How does Diageo integrate traditional marketing channels with emerging channels, such as social media and influencer marketing, to maximize reach and impact?

Our media team, in collaboration with our agencies, ensures a robust and diverse media mix to effectively market our products. Due to regulatory constraints in our market, traditional media often cannot serve as the sole reach medium. Consequently, we rely on newer media channels such as social media and influencers to amplify our message. Additionally, we leverage experiential platforms that bring our brand's purpose and philosophy to life, resonating with informed consumers.

Our integrated marketing plans are designed to engage with the cultural landscape, adopting a media-agnostic and consumer-led approach. To achieve this, we allocate over 80% of our marketing budget to this carefully curated mix of channels. By embracing emerging media and aligning with consumer preferences, we strive to maximize the impact of our marketing efforts.

What role does innovation play in Diageo's growth strategy, and how does the company foster a culture of innovation within the marketing department?

At Diageo, we harness our foresight to develop propositions that precisely address the evolving needs of future-back consumers and the changing landscape of our industry. Our dedicated teams consistently explore partnerships, media delivery channels, and experiences that capitalize on the rapid transformation of consumer preferences and advancements in media and technology.

This commitment extends beyond our marketing campaigns; it is deeply ingrained in our product development strategy. We make substantial investments in crafting products specifically tailored for the Indian market. By staying ahead of the curve and continuously adapting to consumer demands, we strive to deliver exceptional experiences that resonate with our target audience.