Branding and advertising in the Jute Industry

Branding and advertising in the Jute Industry


Author: Sugato Roy | Contributor
S. No.: IJMA/FOI/01122020/1107/JS-35
Date: 01-12-2020 | Time: 11:07 am
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About the Author

: Sugato Roy is a post-graduate in management and advertising with professional experience spanning 24 years. He has been worked for PR for various companies. Sugato is currently engaged as a freelance copywriter cum content writer with some of his clients.

Introduction

: Customer loyalty programmes should be introduced both at the trade level as well as the general masses level. The marketers for jute products should have regular public relations activities to increase the brand presence and positive brand recall in the consumer psyche.

Branding is the process through which the effective implementation of a company logo is executed. The logo is usually a name, a tagline or a slogan, which the general masses can immediately identify with and relate to with some aspects of that particular company. Branding has become all the more necessary in today’s tough and competitive marketing scenario.

Jute and jute products require marketing too. Brand marketing will promote the overall brand and will link the consumer perception to its identity, values and brand personifications. The jute products manufacturing and marketing organisations must adhere to certain basic strategies to garner more and more market share.

Strengths: With customer mind-recall skewed towards environment friendly solutions, which successfully combat pollution, jute stands a big chance at being successful today. Moreover, jute is a highly biodegradable product. Marketers can harp on this aspect of eco-friendliness and pollution-free specifications as a lot of customers look for these types of products. Apart from that, many customers who believe in the “Green” movement can also be tapped. From the producers’ point of view since very little cost is required for maintenance, like pesticides and fertilizers operating cost will be much lesser and a greater amount can be spent on promotion and branding sectors.

Shortcomings: Jute industry is heavily labour intensive and the constant meetings and negotiations with multiple trade unions are cumbersome towards management. Another area which needs immediate attention is the marketing and branding area. Traditional thought processes and the conventional type of marketing and branding need to be phased out if not at one go. Constant innovation, research and development with development on product attributes and product benefit extension should be thought of.

Certain strategies:
Since online transactions and e-commerce are the order of the day, marketers should have an extremely creative and artistic website and portal designs, which will immediately hit the emotional and mental psyche of the potential customers.The Indian Jute Mills Association (IJMA) has come up with the online e-commerce platform of www.jutekart.com which the whole industry is currently using with great success.

Creation of a very positive and aggressive brand salience and brand equity must be thought of by the jute marketers now otherwise it will be too late. Today is the age of more aggressive marketing. Creation of a brand choice and a brand value is very important, it can range from exclusive shopping bags to school bags for students or large-sized bags and sacks required to carry bulk materials and food items.

Creation of two types of target consumers is mandatory – one for the niche market and one for the general masses. Pricing strategies to be followed for niche price strategy as well as for a market penetration strategy. Consistent and relevant promotional activities should be maintained hitting the target audience.

Nowadays, since it is the digital age and more and more people are involved in social media, strategies on social media can be thought of. Customer loyalty programmes should be introduced both at the trade level as well as the general masses level. The marketers for jute products should have regular public relations activities to increase the brand presence and positive brand recall in the consumer psyche.

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