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Demystifying Demographics: Unlocking the Secrets of Your Target Audience

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target audience

Your target audience is a cornerstone of successful marketing. After all, how can you effectively reach your customers if you don’t know who they are, what they want, or where to find them? Demographics play a vital role in this process, offering valuable insights into the characteristics and behaviors of your audience.

Demographics encompass a range of characteristics that define a group of people. These characteristics include age, gender, income, education, occupation, marital status, location, and more. Essentially, demographics provide a snapshot of the people who make up your audience, helping you understand their diversity and commonalities.

Understanding your audience’s demographics can guide product or service development. For instance, knowing their income level can help determine pricing strategies, while age and gender can influence product design. By knowing the demographics of your audience, you can tailor your marketing efforts to specific groups, ensuring that your message resonates with the right people. Demographics can inform the tone, language, and imagery used in your advertising and marketing materials, ensuring they are relatable to your audience.

Unlocking the Secrets of Demographics

Demographics, when analyzed effectively, can provide a treasure trove of insights. Here’s how to unlock their secrets:

1. Customer Surveys

One of the most direct ways to gather demographic data about your customers is through surveys. These can be conducted online, in-person, or via email, and they should include questions that cover a wide range of demographic information. Ask about age, gender, location, occupation, income, and any other relevant characteristics.

2. Social Media Analytics

Social media platforms offer robust demographic data through their analytics tools. You can discover information about your followers’ age, gender, location, and even interests. This data can help you tailor your social media content and targeting.

3. Web Analytics

Website analytics tools like Google Analytics provide insights into the demographics of your website visitors. You can see data such as the age, gender, and location of your site’s users. This information is invaluable for optimizing your online presence.

4. Market Research

Market research firms often provide detailed demographic reports about your industry or market. These reports can help you understand the broader trends and characteristics of your target audience.

5. Customer Feedback

Collect and analyze customer feedback. Pay attention to the demographic details of customers who leave reviews or interact with your customer support. This can help identify trends and areas for improvement specific to certain demographics.

6. Competitor Analysis

Examine the demographics of your competitors’ customers. While this won’t provide data on your specific audience, it can offer insights into the broader demographic landscape of your industry.

Putting Demographics to Work

Once you’ve gathered and analyzed demographic data, it’s time to put craft marketing campaigns tailored to specific demographics. For example, you might create ads aimed at young professionals in urban areas and separate campaigns for suburban families. Use demographic data to personalize your messaging and offers. A customer is more likely to respond positively to a message that feels relevant to their specific circumstances.

If your analysis reveals that your audience has a particular pain point or need, consider developing new products or services to address those specific issues.

Further, tailor your content to your audience’s preferences. Demographics can inform the topics you cover, the tone you use, and even the platforms you choose for content distribution.

Demystifying demographics is an essential step in understanding and connecting with your target audience. By collecting and analyzing demographic data, you can unlock the secrets of your customers’ characteristics and behaviors, enabling you to create more effective marketing strategies and deliver personalized experiences. The more you know about your audience, the better you can meet their needs and build lasting relationships.

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Reliance Retail’s Tira unveils its first beauty store loaded with tech innovations in Chennai

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Tira
Tira

Reliance Retail’s omni-channel beauty retail platform, Tira, has launched its first store in Chennai at Phoenix Palladium Mall in Nagendra Nagar, as announced in a press release on Thursday.

The new store features a lineup of technological innovations. These include a fragrance finder that utilizes personal preferences to recommend scents, smart mirrors and tools equipped with augmented reality capabilities, and a vending machine dispensing beauty treats and samples for every customer.

Customers can also explore expertly curated ‘Tira Signature Looks’ and seek guidance from the brand’s skilled beauty advisors.

Reliance Industries Ltd’s retail arm, Reliance Retail, launched Tira as an e-commerce platform in February 2023. Following this, in April, the company revealed its flagship store situated at Jio World Drive in the Bandra Kurla Complex in Mumbai.

Read More: Reliance Retail ventures into beauty and personal care with Tira, targets 100 locations nationwide

In August, Tira unveiled its second retail outlet in Mumbai at Infiniti Mall, Malad, followed by the opening of its third store in October at Sarath City Capital Mall, Hyderabad.

The Tira app has exceeded five million downloads, extending its reach to 98% of pin codes across India. With prompt deliveries, it caters to customers in over 100 cities.

Reliance Retail Ltd. (RRL) functions as a subsidiary of Reliance Retail Ventures Ltd. (RRVL), the overarching holding company for all retail entities within RIL. With an integrated omni-channel network, the company manages over 18,650 stores and digital commerce platforms spanning grocery, consumer electronics, fashion, lifestyle, and pharmaceutical consumption baskets.

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Inflection Point Ventures to spearhead O’ Be Cocktails Pre-Series A fundraiser

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O' Be Cocktails

Ready to drink cocktail startup, O’ Be Cocktails, is in the process of raising an undisclosed amount in its Pre-Series A Round, with Inflection Point Ventures leading the way.

The funds will be put towards improving capabilities, building the team, and venturing into new markets.

“Indian market is witnessing a steady growth in alcoholic segment post pandemic years. Ready to drink cocktails is an emerging category which is not much explored and has huge market potential. With O’ Be Cocktails’ phenomenal range of classic cocktails it promises to be a go to product for youngsters looking to socialize with premium cocktails. IPV aims to extend their support and help the company expand geographically,” shared Mitesh Shah, Co-founder, Inflection Point Ventures.

O’ Be Cocktails crafts premium ready-to-drink cocktails, blending the finest spirits and natural ingredients to elevate social gatherings at home and house parties. Each cocktail is meticulously crafted using top-tier spirits and all-natural elements, ensuring a consistently delightful taste. Offering a variety of flavors like Mojito, Cosmopolitan, Long Island Iced Tea, and Gin & Tonic, O’ Be Cocktails seamlessly combines the art of mixology with the science of consistency, defining a new cocktail category for social occasions at home and house parties.

Operating across 9 states in India and Bhutan, O’ Be Cocktails has established a robust presence. With the backing of 22 private distributors and 2 government contracts, their products are easily accessible, available in over 1700 premium wine outlets.

“Today consumers look for sustainable, premium, and convenient brands as part of their lifestyle and want to drink better and not more. Cocktails is a growing culture in India, O’ Be Ready to Drink Craft Cocktails targets GenZ and Millennial consumers for social gatherings at home and house parties. We want to lead the Ready to Drink (RTD) category growth in India and SE Asia with our range of O’ Be Cocktails. IPV has been a great partner in understanding the category and the market, along with the known and unknown challenges – they understand the DNA of the startup and provide the right support. We look forward to continually work and grow with them sustainably,” added Nitesh Prakash, Founder & CEO, O’ Be Cocktails.

In the Indian Alcoholic Beverage (Alcobev) market, valued at $35 billion, the Ready-to-Drink (RTD) category makes up $200 million (0.6% of the market), with a projected annual growth rate of 10.29% in value and 12.15% in volume from 2021 to 2026, according to Triton Market Research. Contrasting this, the US Alcobev market, with a total worth of $313 billion, features a more substantial RTD category at $22.5 billion (7.2% of the market), expected to grow at a 12.42% annual rate from 2022 to 2027.

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Indian Sellers Collective launches ‘Desi Wali Mithai’ campaign for a traditional Diwali

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SnackTeam
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Indian Sweets
Indian Sweets (Representative Image)

Diwali and delectable treats go hand in hand, and in tune with this sentiment, the Indian Sellers Collective—a collective of trade associations and sellers nationwide—has introduced the ‘Desi Wali Mithai’ campaign.

In sync with Prime Minister Narendra Modi’s ‘Vocal for Local’ initiative, the campaign encourages Indians to imbibe the festive spirit by relishing traditional sweets such as kaju barfi, gulab jamun, and rasogolla. It also advocates steering clear of foreign culinary delights like cakes, chocolates, pastries, and soft drinks.

The ‘Desi Wali Mithai’ campaign will resonate across digital platforms, emphasizing the integral role that traditional sweets have been playing in festivals like Diwali for generations across the country.

This initiative aims to instill a fresh sense of pride in our indigenous culinary heritage, encouraging individuals to steer clear of foreign foods during the festive season.

“Organisations like the WHO are propagating a skewed narrative that appears to serve the interests of multinational corporations looking to expand their products within the Indian market. It is crucial that we speak out against these modern-day forms of colonialism. We must challenge the introduction of regulations like FOPNL, which aim to present foreign foods as healthier than traditional Indian foods. Our culinary heritage deserves to be celebrated and protected,” said Abhay Raj Mishra, Member and National Coordinator, Indian Sellers Collective.

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ABD reworks the classic ‘quarter’ with style, unveiling the new ‘Hippy’ packaging

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Hippy

Allied Blenders and Distillers Limited (ABD) is elevating its presence in the Prestige and above segments of the whisky market by introducing distinctive offerings rooted in key consumer insights. In pursuit of this goal, ABD has creatively transformed the 180ml SKU, commonly referred to as the ‘quarter,’ into the chic and stylish packaging of ‘Hippy.’

“Constantly innovating is one of ABD’s core values. The Hippy is a great example of this core value brought alive on the back of consumer-centric thinking. It is an offering that allows for widening of the occasions where consumers can engage with our brand on account of its style quotient and mobile form factor,” shared Alok Gupta, Managing Director, ABD.

The company was a pioneer in making this packaging format available to semi-premium whisky consumers with Sterling Reserve Whisky. The Hippy offers a modern twist on the traditional ‘quarter’ and appeals to individuals of all age groups.

Currently, it is available in Maharashtra, West Bengal, Uttar Pradesh, Assam, Daman, and Tripura.

“For long, alcobev consumers have suffered from the ‘brown-bag syndrome’ where they would be hesitant to be seen with their humble ‘quarter’ or ‘pau-a’. The Hippy allows consumers to break free of inhibitions and flaunt their Sterling Reserve BX Whisky,” added Bikram Basu, Chief Strategy and Marketing Officer, ABD.

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Despite lower revenue, Patanjali Foods reports surging Q2 profits

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Patanjali Ayurved
Patanjali (Representative Image)

On Wednesday, Patanjali Foods announced a profit for the second quarter that more than doubled. This surge was driven by a decline in expenses, which outpaced the decrease in revenue caused by lower edible oil prices.

In the quarter ending on September 30, the profit of Ruchi Gold, the oil maker, increased to 2.55 billion Indian rupees ($30.63 million), up from 1.12 billion rupees the previous year.

Patanjali experienced a reduction of over 23% in raw material costs, contributing to a decline of over 10% in total expenses, which amounted to 75.11 billion rupees.

While the decrease in expenditures played a role, it managed to counterbalance an 8% decline in Patanjali’s revenue from operations, which amounted to 78.22 billion rupees. The revenue from edible oils, constituting 69% of its total revenue in the quarter, saw a drop of over 13%.

The surge in India’s edible oil imports and the impact of lower global oil prices have placed a burden on edible oil companies. Just last week, Adani Wilmar, a major player in the industry, reported a loss for the quarter.

Read More: FMCG giant Adani Wilmar reports net loss of INR 78.92 Crore in Q1 FY24

The company’s food business, responsible for producing Patanjali-branded biscuits and the “Nutrela” range of products spanning from wheat flour to honey, witnessed a growth of approximately 5.5% in revenue.

In a statement, CEO Sanjeev Asthana of Patanjali Foods expressed optimism, anticipating that the festival season and a rise in consumer spending will propel growth in the upcoming quarter.

During the initial two months of the July-September quarter, consumer companies struggled with subdued demand in rural areas, attributed to soaring inflation and delayed monsoons.

Nevertheless, a report from NielsenIQ revealed that a rebound occurred as food prices eased, and there was an improvement in rainfall during September.

Patanjali Foods’ shares concluded with a 1.15% increase before the results, contributing to a year-to-date surge of 22%.

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Instacart bucks stock decline trend with strong Q4 earnings and $500 Million share repurchase

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Instacart
Instacart (Representative Image)

On Wednesday, Instacart projected a fourth-quarter core profit exceeding Wall Street estimates in its first earnings report since going public in September. The 4% surge in its shares after the announcement was fueled by higher transaction and advertisement fees.

The grocery delivery company, which has seen its stock decline by over a third since its debut, also disclosed a $500 million share repurchase initiative.

Read More: Instacart elevates IPO price range following strong arm debut

Anticipating the adjusted EBITDA for the current quarter—a pivotal profitability metric—to fall within the range of $165 million to $175 million, the company contradicts analysts’ expectations of $155.6 million, as per LSEG data.

Formerly recognized as Maplebear, the company exceeded third-quarter revenue projections. This success was driven by increased delivery and service fees imposed on customers, along with the sale of advertising spaces—particularly sought after by packaged goods companies aiming to expand their reach to a broader customer base.

“We have significant competitive advantages over newer, smaller entrants into our space,” CEO Fidji Simo said in an interview with Reuters.

In the third quarter, Instacart’s gross transaction value (GTV), representing the value of products sold at displayed prices, increased by 6% compared to the previous year, reaching $7.49 billion. This exceeded the average analyst estimate of $7.46 billion.

During the quarter, there was a 4% growth in total orders. The total revenue also saw a 14% increase, reaching $764 million, surpassing the expected $736.9 million.

“The results were better than feared,” said CFRA Research analyst Arun Sundaram. “There were some concerns… that the GTV could be pressured given that grocery commerce adoption is slowing… but GTV grew.”

During the third quarter, Instacart reported a net loss of $2 billion, equivalent to $20.86 per share. This was mainly attributed to the stock-based compensation expenses incurred during its initial public offering.

For the full year 2023, Instacart envisions a mid-single-digit growth in GTV, surpassing analysts’ estimated 4.7% increase at $30.18 billion. Moreover, it anticipates achieving an adjusted EBITDA for the period that is three times higher than the $187 million recorded in 2022.

Just last week, competitor DoorDash also forecasted a positive outlook for fourth-quarter core profit.

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Jalongi retail sets sights on Southern market with new brand hub in Bengaluru

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Jalongi

Jalongi Retail has officially marked its presence in Bengaluru with the establishment of the Jalongi Brand Hub and processing center in Koramangala. Founder Dippankar Halder underscores the significance of this southern market entry, expressing satisfaction in venturing into Bengaluru, the largest city in the southern region. This strategic move is geared towards strengthening Jalongi’s direct sourcing capabilities and enhancing its overall brand presence in the dynamic southern market.

Halder emphasizes the success of the omnichannel model in consolidating their business. This model enhances brand-consumer interaction, ensures faster delivery, builds trust, and yields a higher marketing return on investment (ROI).

Dippankar Halder, Founder of Jalongi Retail said, “South is an important market for us and we are happy to enter Bengaluru, the largest in the southern region. Our brand presence here will also help us strengthen our southern direct sourcing capabilities. This alliance will enable Jalongi Retail to expand its presence in the southern region and offer a wider range of products and services to our customers. We are consolidating our business with Brand Hubs, a successful omnichannel model that has helped us to strengthen the Brand-Consumer interaction, faster delivery, trust, and a higher marketing ROI”.

To fortify its position in the southern region, Jalongi Retail has entered into a partnership with KHAS Ventures LLP, a growing meat and poultry retailer known for the brand ‘meat-Kompany’ in Bengaluru.

“We are delighted to announce our partnership with Jalongi Retail, a leading online platform for fresh and quality seafood. This collaboration reflects our shared vision and commitment to delivering the best products and services in the industry. As their partners, we will leverage our local knowledge and regional sourcing capabilities to enhance their offerings and reach,” said Hafeez Azeem, Founder, KHAS Ventures LLP.

After its debut in Koramangala, Jalongi Retail has its sights set on the opening of its second brand hub, scheduled for December 2023 in Indiranagar.

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Tilaknagar Industries expands portfolio with premium Mansion House Chambers Brandy

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SnackTeam
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Tilaknagar Industries

Tilaknagar Industries Limited, a prominent Indian Made Foreign Liquor Manufacturer (IMFL), has revealed the launch of Mansion House Chambers Brandy, an upscale addition to its flagship brand, Mansion House.

The newest innovation is now accessible in Puducherry, India, with plans for subsequent launches in other significant southern markets.

“We are immensely passionate about brandy. Our latest premium offering, Mansion House Chambers, is born out of our unrelenting focus on innovation to diversify our portfolio and revitalize the brandy segment,” said Mr Amit Dahanukar, Chairman and Managing Director, Tilaknagar Industries.

During the initial half of the ongoing financial year, Tilaknagar Industries experienced a remarkable 28% growth, primarily driven by brandy. This stands in contrast to the 3 to 4% growth observed in the overall Indian Made Foreign Liquor (IMFL) industry during the same period, as highlighted by Mr. Dahanukar.

The company’s sales volumes experienced a notable increase, reaching 53.6 lakh cases in the half-year ending September 2023, in contrast to the 42 lakh cases reported during the corresponding period a year ago.

“Identifying need-gaps and then introducing superior products has helped us establish price-laddering for brandy, a concept that was non-existent for this category. Mansion House Chambers is a reiteration of our strategy to move up the value chain and shine a spotlight on the brandy segment,” said Mr Ahmed Rahimtoola, Chief Marketing Officer, Tilaknagar Industries.

Tilaknagar Industries has recently launched a range of premium products under its Mansion House brand umbrella.

As part of this, the company introduced India’s first premium flavored brandy, named Flandy, alongside Mansion House Reserve French-Style Brandy.

In September 2023, Mansion House, the brand under Tilaknagar Industries, achieved sales exceeding 40 lakh cases.

India stands out as one of the largest global markets for brandy. Within the Indian Made Foreign Liquor (IMFL) category, brandy maintains its stronghold as the second-largest product segment, constituting over 20 percent of the total IMFL sector by volume.

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Febal Casa brings distinctive Italian design to India with its first exclusive store in Pune

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Febal Casa

Febal Casa, the renowned Italian brand under the Colombini Group, has just unveiled its first exclusive store in India at Creaticity, Pune. This noteworthy opening signifies a pivotal moment for Febal Casa as it makes its debut in the Indian retail market.

Nestled within Creaticity, the 5000 sq ft store showcases a top-tier selection of modular kitchens, wardrobes, sofas, beds, dining, and occasional furniture. Accompanied by a range of home décor and furnishings, Febal Casa, a member of the expansive Colombini Group, brings its commitment to high-quality Italian design to the Indian market through Creaticity.

Febal Casa’s collaboration with acclaimed designers such as Matteo Thun, Alfredo Zengiaro, and Paolo Colombo elevates its standing, granting customers access to cutting-edge design and innovation. With over 15 years of expertise, Creaticity stands as a distinctive player in the home interior space, championing a collaborative approach with brand partners. By leveraging technology and interior design, Creaticity creates an immersive shopping experience for its customers.

Massimo Moroni, Colombini Group’ Global Chief Commercial Office, said, “Sophisticated Italian design, high-quality furniture, beauty, and elegance are the distinctive features of the Febal Casa brand, which is a market leader in Italy and a fast-growing international success favored by a winning and unique total living retail formula. After the success of Febal Casa in many key international markets, such as the Middle East where Febal Casa showrooms are in Dubai, Riyadh, and all the other capital cities, now it’s time for India to enjoy the quality and beauty of Febal Casa’s unique Italian kitchens and furniture. There could not have been a better start for Febal Casa’s journey in India than a partnership with such an important and trusted company as Creaticity in the magical cultural hub of Pune. Shortly, Febal Casa Mumbai will open too, then Hyderabad, and then many more.”

Mahesh M, CEO, Creaticity, said, “We are focused on transforming the way people visualize and experience home and interiors. We offer a unique blend of product + solution, technology + creativity, and customization + brands to our customers, and we’re proud to welcome Febal Casa to India , through the Pune region where there is aspiration and design sensibilities that are aligned to the brand’s offerings. This relationship represents the convergence of Italian style and Indian tastes, and we are excited to be able to pioneer the standards of home lifestyles in India.”

Creaticity takes a versatile approach to home and living, providing all-encompassing design services, assistance in product selection, and post-sales maintenance. This positions it as a go-to hub for all home and interior needs. Committed to delivering destination value, Creaticity goes the extra mile with personalized services, curated trails, expert chats, and brand curation, enriching the breadth and depth of its product offerings. The collaboration represents a harmonious blend of Italian sophistication and Indian design sensibilities, ushering in a new era in home lifestyles.

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