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Beyond Demographics: Digging Deeper into Consumer Behavior for Marketing Success

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Consumer Behavior

​Marketing has evolved significantly in recent years, and one of the most critical shifts has been the move beyond traditional demographics. While demographics like age, gender, and location were once the primary focus of marketing campaigns, businesses are now digging deeper into consumer behavior to achieve marketing success. In this era of data-driven decision-making, understanding the intricacies of consumer behavior is essential for effective marketing strategies.

Consumer behavior encompasses a wide range of factors that influence how individuals make purchasing decisions. These factors go beyond simple demographics and delve into the psychological, emotional, and social aspects of consumer choices. To succeed in today’s competitive marketplace, businesses must embrace this holistic approach to consumer behavior.

1. Psychological Influences: Understanding the psychological aspects of consumer behavior is paramount for marketers. People make decisions based on their perception, beliefs, and motivations. By tapping into these psychological factors, businesses can tailor their marketing messages to resonate with consumers on a deeper level.

  • Perception: Consumer perception plays a significant role in decision-making. Marketers can influence how products or brands are perceived through clever packaging, branding, and messaging. For example, a simple change in packaging design can make a product seem more premium, leading consumers to perceive it as higher quality.
  • Beliefs and Values: People’s beliefs and values shape their preferences and purchasing decisions. Brands that align with consumers’ values can create strong emotional connections. Companies like Patagonia, which emphasizes sustainability and environmental responsibility, attract consumers who share these values.
  • Motivations: Understanding what motivates consumers can guide marketing strategies. Some consumers are motivated by self-expression, seeking products that reflect their identity, while others prioritize functionality and practicality. By identifying these motivations, businesses can tailor their messaging accordingly.

2. Emotional Triggers: Emotions play a significant role in consumer behavior. Marketing that taps into emotions can create a lasting impact on consumers.

  • Storytelling: Effective storytelling can evoke emotions that resonate with consumers. Brands like Coca-Cola have mastered the art of storytelling, using heartwarming narratives in their advertisements to create emotional connections with viewers.
  • Social Proof: People often rely on social cues to make decisions. Positive reviews, testimonials, and endorsements from influencers can trigger emotions of trust and credibility, influencing consumer behavior.

3. Social and Cultural Influences: Consumers are influenced by their social and cultural surroundings. Marketers need to understand how these influences impact purchasing decisions.

  • Social Norms: Consumers often conform to social norms and peer pressure. When people see their friends or peers using a particular product or adopting a trend, they are more likely to follow suit. This is the basis of influencer marketing.
  • Cultural Significance: Products and marketing campaigns that tap into cultural events, holidays, and traditions can create a sense of cultural relevance and connection. For instance, brands that celebrate cultural diversity and inclusivity often resonate with a wide range of consumers.

4. Behavioral Economics: Behavioral economics explores how cognitive biases and heuristics affect decision-making. Marketers can leverage these insights to influence consumer behavior.

  • Anchoring: Consumers tend to rely heavily on the first piece of information they receive when making decisions. By strategically presenting pricing or product information, marketers can anchor consumer expectations in their favor.
  • Scarcity and Urgency: Creating a sense of scarcity or urgency can drive consumers to take immediate action. Limited-time offers and low-stock alerts are common tactics used in e-commerce to capitalize on these biases.

5. Data-Driven Insights: In the age of big data, businesses have access to an unprecedented amount of information about consumer behavior. Analyzing this data can uncover patterns, preferences, and trends that inform marketing strategies.

  • Personalization: Data-driven insights enable personalized marketing efforts. By analyzing a consumer’s past behavior and preferences, businesses can deliver tailored content and recommendations, increasing the likelihood of conversion.
  • Predictive Analytics: Predictive analytics can forecast future consumer behavior based on historical data. This allows businesses to anticipate trends, adjust inventory, and develop marketing strategies accordingly.

Successful marketing in today’s landscape goes beyond demographics and dives deep into the intricate web of consumer behavior. By understanding the psychological, emotional, social, and cultural factors that influence decision-making, businesses can craft more effective and resonant marketing strategies. Moreover, the application of behavioral economics principles and the use of data-driven insights further enhance the ability to connect with consumers on a personal level.

In this evolving field, adaptability is key. The consumer landscape is constantly shifting, and staying attuned to these shifts is essential for long-term marketing success. By embracing a holistic view of consumer behavior and leveraging the tools and insights available, businesses can create impactful marketing campaigns that resonate with their target audience and drive success in an ever-changing marketplace.

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The Connected Customer Journey: Powering Growth Through Omni-Channel Marketing

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SnackTeam
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Gone are the days when customers interacted with brands through a single channel. Today, consumers navigate a complex web of digital and physical touchpoints. They might discover a product on social media, research it on a website, inquire about it through a chatbot, and make the final purchase in a physical store. Understanding and optimizing this journey is crucial for businesses aiming to stay competitive.

What is Omni-Channel Marketing?

Omni-channel marketing is an approach that aims to provide a unified and consistent customer experience across all channels and devices. It recognizes that customers don’t see channels in isolation; they view a brand as a whole. Therefore, a seamless transition from one channel to another is essential for building trust and loyalty.

The Benefits of Omni-Channel Marketing
  • Enhanced Customer Experience: Omni-channel marketing ensures that customers receive a consistent and personalized experience, regardless of how they interact with a brand. This leads to higher satisfaction and loyalty.
  • Increased Engagement: By being present where your customers are, you can engage with them more effectively. Whether it’s through social media, email, mobile apps, or in-store experiences, omni-channel marketing maximizes opportunities for interaction.
  • Data-Driven Insights: Omni-channel strategies generate a wealth of data that can be used to understand customer behavior better. This data-driven approach allows for more informed decision-making and more effective targeting.
  • Optimized Marketing Spend: By focusing on channels that deliver the best results, businesses can allocate their marketing budgets more efficiently, reducing wastage and increasing ROI.
Successful Omni-Channel Strategies
  • Consistent Branding: Ensure that your brand’s messaging, tone, and visual identity are consistent across all channels. This creates a cohesive and memorable brand image.
  • Personalization: Leverage data to deliver personalized content and offers. Customers appreciate tailored recommendations and are more likely to convert.
  • Seamless Integration: Invest in technology and systems that allow for a smooth transition between channels. An integrated CRM system, for example, can help provide a unified view of the customer.
  • Customer-Centric Approach: Place the customer at the center of your strategy. Understand their needs, preferences, and pain points, and tailor your omni-channel approach accordingly.
Challenges to Overcome

While the benefits of omni-channel marketing are evident, it’s not without its challenges. Ensuring data security and privacy, maintaining a consistent brand voice, and effectively managing the complexity of multiple channels can be daunting. However, the potential for growth and customer loyalty far outweighs these challenges.

The Future of Customer Engagement

As technology continues to advance, the omni-channel customer journey will become even more intricate. Emerging technologies like artificial intelligence, augmented reality, and voice-activated devices will play a significant role in shaping the future of customer engagement. Brands that adapt and embrace these changes will have a distinct advantage in a highly competitive market.

The connected customer journey powered by omni-channel marketing is no longer a luxury; it’s a necessity for businesses aiming to thrive in the digital age. By providing a seamless, personalized, and consistent experience across all touchpoints, brands can build lasting relationships with their customers, drive growth, and secure their place in the hearts and minds of consumers.

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The Augmented Advantage: How Brands Can Propel Growth with AR Technology

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SnackTeam
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AR

In the ever-evolving world of business, staying ahead of the curve is the key to survival. One technological innovation that’s been reshaping the landscape and offering a distinct advantage is Augmented Reality (AR). Brands across industries are harnessing the power of AR to engage customers, enhance experiences, and drive growth in ways that were once unimaginable.

Unleashing the AR Revolution

Augmented Reality, often associated with Pokémon Go and Snapchat filters, is not just a novelty anymore. It’s a transformative tool for brands to connect with their audiences. AR overlays digital information onto the real world, creating an immersive and interactive experience. And the potential applications are boundless.

Enhancing Customer Engagement

One of the primary benefits of AR is its ability to captivate consumers. Brands are using AR to create interactive campaigns and immersive experiences. Imagine trying on clothes virtually before making a purchase, visualizing how furniture would fit in your living room, or even test-driving a car from your smartphone. AR brings products to life and allows customers to engage with them in a meaningful way.

Elevating Brand Storytelling

AR enables brands to tell their stories in creative and compelling ways. Whether it’s using AR to reveal the history behind a product, showcasing the manufacturing process, or offering behind-the-scenes glimpses, it adds layers of depth to brand narratives. These immersive storytelling experiences help create a stronger emotional connection with customers.

Empowering Retail

The retail sector has witnessed a significant AR transformation. Brands are using AR apps to provide in-store navigation, offer personalized recommendations, and even enable customers to scan products for additional information. AR is blurring the lines between physical and digital shopping, making the entire process more enjoyable and efficient.

Augmented Learning and Training

AR isn’t limited to customer-facing applications; it’s also revolutionizing employee training and development. Companies are using AR to provide immersive training experiences, reducing the learning curve and improving retention. From assembly line workers to medical professionals, AR is enhancing skills and knowledge transfer across industries.

A Sustainable Future

AR isn’t just a growth driver; it’s also aligning with sustainability goals. By enabling virtual try-ons and test drives, brands can reduce the need for physical product samples, leading to less waste. Additionally, AR can support remote work and collaboration, reducing the carbon footprint associated with commuting.

Challenges and Opportunities

While the potential of AR is undeniable, there are challenges to overcome. Ensuring privacy and data security is crucial, as AR often involves collecting user data. Additionally, not all customers have access to AR-capable devices, so brands must strike a balance between traditional and AR-based experiences.

The Augmented Advantage

As AR technology continues to evolve and become more accessible, it’s clear that it’s not just a passing trend; it’s an essential tool for brands seeking to thrive in a competitive landscape. By embracing AR, businesses can unlock new avenues for growth, enhance customer engagement, and tell their stories in ways that resonate deeply.

In a world where customer expectations are constantly evolving, the augmented advantage is not just a competitive edge; it’s a necessity. AR is empowering brands to propel growth, bridge the gap between physical and digital, and create experiences that leave a lasting impression. Those who harness the potential of AR today will be the leaders of tomorrow’s business landscape.

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Espire Hospitality Group expands portfolio with ‘ZANA Forest Resort, Ranthambore

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SnackTeam
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ZANA Forest Resort
ZANA Forest Resort

Espire Hospitality Group has launched ‘ZANA Forest Resort, Ranthambore,’ a magnificent retreat conveniently located near Ranthambore National Park and Tiger Reserve.

This marks the group’s second establishment within their latest brand, ‘ZANA – Luxury Escapes,’ which was introduced in September of the previous year. Situated just a three-hour drive from Delhi-NCR and merely one kilometer from the Sawai Madhopur Railway Station, ‘ZANA Forest Resort, Ranthambore’ boasts a total of 20 cottages and rooms.

Encompassing an expansive six acres, the resort further provides guests with amenities such as tennis and badminton courts, football facilities, billiards, karaoke entertainment, and a 24/7 multi-cuisine restaurant named ‘Mayfair.’ Additionally, there is an inviting outdoor swimming pool for guests to enjoy.

Akhil Arora, the Chief Executive Officer of Espire Hospitality Group, expressed that this launch signifies a ‘momentous achievement’ in the company’s endeavor to expand its portfolio. Furthermore, the company has plans for two additional openings in Kasauli and Rishikesh later this year, in addition to Jim Corbett in the first quarter of 2024.

“We are extremely thrilled to add this ultimate forest resort that offers stunning accommodation and exclusive offerings. In line with the ZANA philosophy, we have created experiences that are new to the Indian hospitality landscape and will give our guests many stories to tell and reasons to return,” he said.

He mentioned that the recently constructed Delhi – Mumbai expressway has remarkably shortened the travel duration from Delhi NCR to Ranthambore, now taking only three hours. As a result, this already well-liked destination is anticipated to become the top choice for swift weekend getaways.

The company Espire Hospitality Group owns the upscale ‘Six Senses Fort Barwara’ resort, in addition to managing the mid-range resort chain, Country Inn Hotels and Resorts. Their strategic vision involves inaugurating a total of 20 hotels and resorts within the next two to three years.

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Route 66 Goa revs up Mumbai’s culinary scene with new cloud kitchen in Bandra

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SnackTeam
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Route 66 Goa
Route 66 Goa

Route 66 Goa, renowned for its culinary prowess, is thrilled to share the news of its expansion by launching a state-of-the-art cloud kitchen in Bandra, Mumbai. This strategic initiative is designed to introduce the beloved flavors and inventive cuisine of Route 66 Goa to the vibrant heart of Bandra, meeting the contemporary dining preferences of the city’s residents.

Nestled within the delightful community of Candy’s – Pali Hill, the newly opened cloud kitchen is poised to present Route 66 Goa’s eclectic assortment of American Classics. The menu takes its cues from the quintessential American diner experience, providing a wide array of robust offerings like Hot Dogs, Burgers, Steaks, and beyond. The majority of menu items are elevated with gourmet ingredients and toppings, featuring items such as Bacon, sausages, patties, Cheddar cheese, along with zesty South American peppers, Chilies, chipotle chilies, house-made adobo sauce, and jalapenos.

The brand takes great pride in crafting the majority of its toppings and sauces in-house, a commitment aimed at preserving the nutritional integrity of their offerings. They source greens and vegetables from organic farms, prepare pickles and jalapenos through their own brining process, and expertly smoke bacon and ribs in a dedicated smoker oven using either apple or hickory wood for a distinctive flavor profile.

This establishment unveils a thoughtfully curated menu, customized to suit the discerning palate of Mumbai, ensuring a gratifying experience that will leave guests yearning for more. Yet, the culinary delights extend beyond this – the cloud kitchen will also feature a fusion of Cold Pressed Mocktails, Fresh Seasonal Juices, and their celebrated Milkshakes, all free from artificial sugar additives, with an emphasis on the nourishing qualities of natural ingredients.

The salads and pasta dishes are crafted with an assortment of exceptional ingredients that emphasize nutritional value and health-conscious choices. Noteworthy enhancements to Route 66’s menu encompass a diverse range of pasta options, including classics like Spaghetti Meatballs and Lasagna, as well as enticing salads such as the American Cobb Salad and Taco Fresco Chopped Salad. Additionally, the kitchen proudly presents an extensive selection of New York Style Pizzas, each expertly baked in a specially designed stone oven to achieve the perfect crispy crust. Equally deserving of attention are the exceptional Seafood burgers, featuring delights like the Norwegian Salmon Burger, Tuna Patty Melt, and Crab Burger.

To complete the culinary journey, the dessert choices embrace delightful options including Mud Cake, Waffles, New York Berry Cheesecake, and an array of Cobblers showcasing seasonal fruits.

Xavs Norr, Chef and Owner, Route 66 Goa, said, “Bringing the iconic flavors of Route 66 Goa to Mumbai’s doorstep, we’re excited to embark on this new culinary journey as we expand into the cloud kitchen landscape. Our passion for American classics, combined with new age cooking techniques will redefine dining experiences in the city.”

This expansion is in line with the brand’s dedication to providing a contactless gourmet experience that places safety and convenience at the forefront, all while upholding the highest standards of taste and quality.

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Mitraan da Junction debuts in Faridabad, bringing Punjab’s rich flavors to the city

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SnackTeam
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Mitraan da Junction

“Mitraan da Junction,” a restaurant dedicated to tantalizing taste buds with the vibrant and savory flavors of Punjab cuisine, has recently commenced its operations in Faridabad. The grand inauguration ceremony, graced by the esteemed presence of Mr. Mahendra Singh Sethi, DCP Crime, Gurugram, was highlighted by the ceremonial ribbon-cutting. Nestled at the heart of Faridabad, Mitraan da Junction warmly welcomes both local residents and visitors to revel in the finest Punjabi and Indian culinary experiences.

Mitraan da Junction provides an unmatched atmosphere adorned with exquisite decor, setting the stage for a truly memorable dining experience. Their diverse menu boasts an array of delectable dishes, all meticulously prepared with utmost care. Whether you crave the fiery flavors of Butter Chicken, the succulence of steamed tandoori momos, or unique culinary delights to cater to every palate, this eatery has something special for everyone. Located at the heart of Faridabad in Sector 21C, Shop No. 68, Huda Market, Mitraan da Junction promises a one-of-a-kind dining adventure.

Rajan Sharma, Founder of Mitraan da Junction, said “We are thrilled to bring Mitraan da Junction in Faridabad with a diverse menu filled with mouthwatering dishes. At our restaurant, we don’t just serve tasty food; we also offer a genuine dining experience that truly embodies the essence of our cuisine. We believe Mitraan da Junction is the ideal venue for people to come together and celebrate their small and large occasions. We invite our local visitors to join us, have a delicious experience, and become a part of our remarkable journey.”

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Nestlé to boost white chocolate production with a €6.5 Million investment in Italian factory

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SnackTeam
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Nestle’s Milkybar
Nestle’s Milkybar

Nestlé has announced a €6.5 million ($6.9 million) investment in expanding its white chocolate production capabilities at its San Sisto plant in Italy.

This strategic decision will establish the San Sisto factory as the exclusive manufacturer of the Galak and Milkybar white chocolate brands for European markets.

Nestlé has announced plans to “modernize” one of its white chocolate production lines at the facility, with the upgraded line expected to be operational by mid-2024.

“The packaging phase of the bars will be strengthened with more advanced and high-performance technology,” Nestlé said in a statement.

Nestlé anticipates a 15% boost in production volumes by 2025 when compared to its current production levels.

“The San Sisto plant plays an increasingly central role in the growth strategy of the Nestlé group, as demonstrated by this new investment in the white chocolate line, which will contribute to making the factory even more competitive within the group on an international level,” said Marco Travaglia, the CEO of Nestlé’s business in Italy.

This year marks Nestlé’s 110th anniversary of operations in Italy. As per the company’s 2022 annual report, it maintains a presence with seven factories in the country, covering the production of bottled water, confectionery, culinary foods, and pet food.

Earlier this month, the Swiss conglomerate finalized an agreement to acquire a controlling interest in the Brazilian chocolate company Grupo CRM.

The direct-to-consumer enterprise operates over 1,000 chocolate boutiques in Brazil, operating under the Kopenhagen and Brasil Cacau brand names.

Among the products offered by Nestlé in Italy is pizza. In April, the company formed a new partnership with the private equity firm PAI Partners, creating a venture dedicated to consolidating its frozen pizza assets in Europe.

Nestlé will “retain a non-controlling stake with equal voting rights alongside PAI Partners”, the Buitoni pizza maker said in a statement.

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Tata Consumer Products takes on India’s branded coffee market with regional specializations

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SnackTeam
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Tata Consumer Products
Tata Consumer Products (Representative Image)

Recognizing the comparatively lower coffee consumption rates in regions outside of South India, Tata Consumer Products is resolute in its efforts to enter India’s branded coffee market, which is estimated to be worth around INR 3200 crore. To cater to the northern region, the company has rolled out specialized products.

Numerous research studies indicate that more than 70 percent of coffee consumption is centered in the southern regions.

The data reveals that the coffee market in Tamil Nadu, encompassing both rural and urban areas, commands an impressive 90 percent share, with an average monthly consumption of around 85 grams.

Conversely, throughout urban and rural regions in India, coffee exhibits a penetration rate of 39 percent, with an average monthly consumption of 38 grams, according to findings from the Kantar World Panel.

In anticipation of International Coffee Day, celebrated on October 1, Puneet Das, President of Packaged Beverages India and South at Tata Consumer Products, discussed the company’s branded coffee business and outlined the diverse market strategies aimed at establishing a significant presence in the country.

At present, the Indian branded coffee market is estimated to be worth around INR 3,200 crore, with the instant coffee segment contributing to 80-85 percent of its total value.

“In the non-south market, consumers do not understand what chicory is and hence 100 per cent of coffee blends and decoctions work better in those markets,” explained Das.

The brand initially offered a coffee chicory mix, primarily catering to the South market. However, last year, they introduced Tata Coffee Premium, a 100 percent coffee blend targeted at non-South markets. Furthermore, he mentioned that Coffee Grand and Premium are the key contributors to the volume in the instant coffee business.

“The idea is to grow and eventually become a serious player in the coffee segment. So, we intend to scale up some of the offerings much faster,” Das said. The business grew 31 per cent last year and 21 per cent in the last quarter, he added.

In relation to the prevailing demand patterns for tea and coffee, Puneet Das observed that rural consumption and expansion had encountered obstacles because of inflationary pressures until the previous year. Nevertheless, starting from December 2022, there has been a relatively optimistic increase in volume, although it remains within the single-digit range.

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Godrej Agrovet to invest INR 300 Crore in integrated palm oil complex in Telangana

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SnackTeam
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Godrej Agrovet
Godrej Agrovet (Representative Image)

Godrej Agrovet Ltd (GAVL) on Saturday unveiled its ambitious plan to develop an integrated palm oil complex in Telangana. This project involves a substantial investment of INR 300 crore over the next 3-4 years. Located in the Khammam district of Telangana, the palm oil complex will encompass 125 acres of land and will feature a crude palm oil mill. Additionally, GAVL has expressed its intention to potentially establish a refinery in the near future, as stated in their official announcement.

In addition to the seed production and research unit, the company will also set up a nursery with the capacity to cultivate up to 700,000 saplings annually, as indicated.

“Telangana’s ambitious oil palm mission aims to bring 20 lakh acres under cultivation across the state. The mission will improve income for more than 5 lakh farm households, while at the same time contributing to the nation’s deficit for edible oils.

“Along with being the rice bowl for the country, Telangana is all set to become the largest edible oil producer in India,” Telangana Municipal Administration and Urban Development, Industries and Commerce and Information Technology minister K T Rama Rao said.

He expressed that GAVL’s proficiency in the oil palm industry will assist the state in realizing its aspirations for a “yellow revolution.”

Over the course of the next 3-4 years, GAVL intends to invest INR 300 crore in establishing the integrated palm oil complex and expanding its Samadhan Centers, which serve as a comprehensive solution hub for oil palm farmers.

The company will offer advisory services encompassing best practices and modern technologies, as well as a wide range of farm inputs including fertilizers, drip irrigation systems, pesticides, seeds, and harvesting tools, all conveniently available under a single roof.

The statement also highlighted that the company’s collaboration with the public sector bank, State Bank of India, would provide crucial support to oil palm plantation farmers during the initial gestation period.

At present, GAVL has 65,000 hectares of palm oil cultivation across the nation and aims to expand this to 1.2 lakh hectares by the year 2027.

“… we intend to handhold oil palm farmers by providing them access to quality seedlings and nursery. With our plans of commissioning of Crude Palm Oil mill in the coming years, it is our honour to set up the country’s first integrated palm oil complex in Telangana,” GAVL Managing Director Balram Singh Yadav said.

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Marco’s Pizza partners with Magna to revolutionize last-mile food delivery in North America

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Marco’s Pizza
Marco’s Pizza

US-based pizza restaurant chain Marco’s Pizza has partnered with mobility technology company Magna to explore new last-mile food delivery solutions in North America.

The companies will trial a diverse range of last-mile delivery platform possibilities, including autonomous and electric solutions, in collaboration with Marco’s franchisees at selected North American locations.

Marco’s Pizza anticipates that each last-mile delivery platform will deliver tailor-made, cost-effective delivery solutions that prioritize environmental sustainability for its franchisees.

Marco’s Pizza chief information officer Rick Stanbridge said, “As one of the largest pizza brands, we invest in innovations that drive our franchisees’ businesses forward while meeting the needs of today’s modern customer.

“Our strategic collaboration with Magna exemplifies this forward-thinking approach and we plan to leverage their expertise to amplify our operations and elevate customer satisfaction.”

With participating franchisees on board, Magna and Marco’s aim to complete the proof-of-concept phase before embarking on in-market test projects in the upcoming months.

Marco’s Pizza expects that these initial projects will yield valuable insights and pertinent data pertaining to last-mile delivery utilization rates, customer reception, and overall operational efficiency.

Magna new mobility global lead and Magna executive vice-president Matteo Del Sorbo said, “As we look at how people and goods will move in the future, we are continuously identifying new applications and technologies to match the needs of the expanded mobility landscape, the last-mile delivery market being one of them.

“By collaborating with a company like Marco’s, we want to not only create an exceptional experience for their franchisees and customers but continue to evolve our last-mile delivery offerings.”

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