#wolfSIGHTS

A compelling insight is the cornerstone of a transformative solution. At Wolfzhowl we don’t limit our minds to our client work. We take our everyday observation of brands, people and life and turn them into actionable insights, better called #wolfSIGHTS

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Two titans join hands for disruption. What does this mean for the rest?

Facebook invests in Jio

Facebook Inc announced its investment in Jio Platforms, making it the largest FDI for minority investment in India. At a time when the global economy is grappling with the impact of Covid-19, this is good news for India.

 

Let’s look at how this investment impacts various industries

  1. Indian Economy: A welcome sign, this investment brings back the investor confidence which was shaken up by the collapse & bailout of a few banks in 2019. This investment shines the spotlight on India once again, making it a favourite haven for a lot of technology, manufacturing, and automobile giants. It gives a strong signal to the world that India is back in business despite being in a 40 day lock-down. Here’s what it could mean to us:
    1. Rising consumer confidence could help in recovering the GDP growth rate from the abysmal 0.5-1% as predicted by the IMF.
    2. It could pave way for more FDI and FIIs, which, if done in manufacturing, can lead to the creation of jobs and higher tax collection by the government
    3. It gives hope to the retail investors to keep investing in the stock market, mutual funds and SIPsince it’s a sure shot sign of revival
  2. Retailers & Merchants: Mr. Mukesh Ambani specifically spoke about how this deal will disrupt the retail economy. This partnership will push Jio Mart, Jio’s retail management service for Kirana stores and enable financial transactions through WhatsApp money.
    1. An opportunity for social commerce will allow merchants to increase their network of sales beyond walk-in customers, making it easier for them to track orders and receive payment
    2. Better analytics to the retailer– Customer profiling through merchant services app, enabled with Facebook/Instagram/WhatsApp will mean that the merchant is able to track and predict what the customers will need and when will they need it. This will take care of their inventory management as well as credit limits with distributors
    3. Amazon and Flipkart will now find it difficult to onboard smaller retailers & merchants. Using Meesho, which is an innovative three-way marketplace enabling resellers, SMBs, and micro-entrepreneurs across India to connect with potential buyers using social media along with Reliance’s logistics & supply chain, Amazon and Flipkart will have to put in more resources to onboard smaller merchants and get them the desired visibility
  3. Hyperlocal Delivery: Apart from tapping into the merchants and grocery store owners, this collaboration allows Reliance an entry into the homes of the consumers directly. They already have Reliance Smart and Reliance Fresh. Social commerce of Facebook and WhatsApp pay can enable them to take orders and deliver groceries home, without spending too much on building a new logistics chain. This means that Dunzo and Amazon Now are at peril of losing their business to Reliance
  4. eCommerce Market across categories: A strong on-ground network along with superior digital connectivity disrupts the eCommerce market. Through Reliance Trends, Vimal, Reliance Digital, Reliance Jewels, Reliance footprint, Ajio, Project Eve, John Players to premium brands like Diesel, Dune, Armani Xchange etc, Reliance can assure quicker deliveries and faster payments across the board.
  5. Agriculture: WhatsApp is already the most popular tool used by farmers across the country to stay in touch, exchange information, share tips, etc. WhatsApp groups like “Hoy Amhi Shetkari” (Yes, I am a Farmer) that started out in one small part of Maharashtra has over 100 different groups that give out weather updates, information about insect attacks and the rates for fruits, vegetables and other produce at mandis.
    1. Enabling an ecosystem through digital payments: WhatsApp payments, Social Commerce, and Facebook groups along with superior connectivity, logistics of Reliance through its retail chains like Reliance Smart and Reliance Fresh could look at disrupting the supply chain for agriculture.
    2. Farm to home models now become even more feasible for farmers with the technology and connectivity offered by the giants.
  6. Fintech & NBFCs: It is no secret that Facebook has been trying to enter the Payments market in India for a very long time. This investment makes it easier for Facebook to launch WhatsApp payments and get more people hooked on to it. What does Reliance have to gain from this deal? Well, they can use Facebook’s data to add a layer of social credibility before deciding the credit-worthiness of the end consumer for their businesses like Reliance Money which offers loans to SMEs, Microfinance, Personal loans, etc.
  7. B2B: Covid-19 forced a large number of companies into experimenting with work-from-home models and this experiment has been quite successful. A lot of companies are considering implementing the WFH model even post lock-down. This means that there will be a higher demand for productivity apps and very good internet connections. While Jio takes care of the internet connection, by launching Work from Home plans, dongles, and Fibre to Home connections, Facebook offers productivity apps like Facebook for Work. One can safely say that if the trend of working from home catches up and becomes a reality for most of India, then this investment by Facebook Inc will pay off.

 

Beyond categories, what is the larger impact of this investment?

Reliance actively growing their IoT and Surveillance business. The added layer of Facebook Inc.’s social platforms that are widely used in India (Facebook, Instagram, WhatsApp) means that the companies together sit on a wealth of data. They not only know what the consumer is buying and where he/she is buying it from, but they now will also know what his/her social preferences are and how they interact with these categories and products in everyday life.

  • This will help them analyze and predict demand for categories much before the consumers can actually use them.
  • Selling the data to marketers to create a revenue stream for both the companies would become far easier
  • Inventory management and logistics for all the on-ground businesses become far easier
  • Product innovation through identifying latent consumer needs will help Reliance always stay ahead of the curve

 

Of course, there are a few possible conflicts that can arise from this investment and that could create a slight dissonance between the companies but those can be resolved to create a wider impact on the end consumer such as:

  • Payments – Jio has Jio Payments while Facebook has been trying to establish WhatsApp Payments in India for a very long time. Getting the two platforms together can help increase penetration into the market, cashing in on the ease of usage of a platform that all of us are already acquainted with – WhatsApp while Jio enjoys the trust and credibility that it earned with providing seamless internet at dirt cheap rates not only during the time of launch but also during the pandemic when many of us were forced to work from home.
  • Edutech– Facebook has invested in Unacademy while Reliance owns Embibe. Together, the brands can be a force to reckon with. While Unacademy focuses on the wealth of knowledge (with the number of courses it offers), Embibe takes pride in being an AI-driven platform for learning. Understanding consumer needs and offering far more number of courses makes this a go-to-choice for consumers.

 

What does this mean to the consumers?

  • Consumers can look at getting highly customized service  across brands and product offerings when these 2 giants come together
  • With both of them working towards net neutrality, consumers get a wider range of internet-based products & services to choose from at far lesser costs as opposed to any other telecom brand in the country
  • Consumers’ needs are met even before they arise, creating consumption frenzy and increased conspicuous consumption

 

How can brands compete with Facebook & Jio?

  • Brands need to build an emotional connection with their target audience. Emotional connect will always drive loyalty.
  • Invest in identifying and living your brand purpose. As more and more Gen Z get into the market as consumers and buyers, they seek out brands that are not vulturistic. They want to associate themselves with brands that serve a larger purpose. Brands can cash in on this need of Millennials and Gen Z.
  • Be agile and invest in innovation & design thinking. Brands need to evolve over a period of time and need to meet consumer expectations. If done well, brands can weather any storm and sustain it.
  • Identify the threats beyond just competitors and find out how you can solve these. If you can solve real-life needs of your consumers, they will never leave you.
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Feeling festive with Moti Soaps

Before the akash kandil makes it way into your balcony/window, before you even start thinking of Gujiyas and Besan laddoos or Chakli and Chiwda, Moti Soap announces the presence of Diwali in your household. 

This is a statement that will resonate with all of Maharashtra and Karnataka and parts of Gujarat. Don’t believe it? See the interest this soap has generated in the last one  month on Google. 

Source: Google Trends

What’s so special about this soap?

Well, before we explore this, we need to understand the festival of Diwali (focusing on the day that this soap is used the most). On the first day of Diwali (Naraka Chaudas or Choti Diwali), most Maharashtrians and Gujaratis have, what they call, the first bath or Abhyanga Snaan. Abhyanga snan or the holy bath is a tradition wherein everyone in the household wakes up before sunrise and massages their body with scented oils. This is followed by the application of uptan or utane or uthnah, which is a mix of spices with gram flour. After this application, they use Moti Soap to wash away the uptan. 

It’s only after this that one can don new clothes and officially start the celebration of the festival. 

Why is Abhyanga Snan celebrated?

Naraka Chaudus is a day when Krishna killed the demon Narakasur. As a symbolism of good killing the evil, the practice of Abhyanga Snan was started. The early morning bath is of significance because the holy water symbolises the end of the evil powers. Since abhyang snan is taken before the sunrise it is considered as holy as taking bath in the river Ganges.

So the question remains, why Moti Soap?

Well, to answer this, let’s look at how Moti Soap positioned itself back in the day. 

 

If one looks closely, you can see a woman getting ready for the Abhyanga Snan and uses the ‘pure’ sandalwood scented soap – moti. The name itself symbolizes purity! Moti, tied the essence of “Utna” into its positioning with advertising in print and on television. The ads portrayed a young woman lighting a lamp, praying and using the soap. Within no time, there was an equation set in the minds of 90s women that Moti soap is to be used in Diwali. 

Those 90s kids who are now all grown up, naturally prefer Moti since it has a huge nostalgia associated with it! And it can be seen in posts like these

 

 

 

Today no Diwali is complete without a soap that you do not see any other time in the market! Isn’t it interesting? Share this on Social Media is you found this interesting! And yes, Wolfzhowl wishes you a very Happy Diwali!

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ABC Heinz uses Brand Purpose to facilitate culture change

ABC Heinz recently dropped a controversial commercial bringing to the fore the deep-seated issue of gender inequality in Indonesia. 

As a household cooking brand used by more than 50 percent of families in Indonesia, Kecap ABC (ABC soybean sauce) believes that it must play its part in helping close the gender gap in households which arguably is most apparent in the kitchen. 

 

The video starts with an ugly fight between a working couple over why the wife wasn’t home early enough to cook for the family. It also shows the couple’s son in the background witnessing the fight. The brand plays a role in bringing about harmony by showing how if boys are taught to cook from an early age today, they will make better husbands and fathers of tomorrow, by helping and supporting partners equally in the kitchen and in life. 

The idea for this video was a direct outcome of a 2-day workshop that was conducted by Wolfzhowl in Indonesia along with the core client team and their creative partners. According to the brand’s data, more than 60 percent of wives in Indonesia are working women, yet less than three out of 10 husbands share kitchen responsibilities at home. The core insight for the creative was that if more men could cook and support their working wives by helping out in the kitchen, it would lead to domestic harmony and bring about gender equality at home. This insight was further honed using Wolfzhowl’s proprietary behaviour change tool – The Hypnosis model, which revealed that real change at a culture level would only happen if today’s young boys were encouraged to close the gender gap by being taught how to cook from an early way. This would help raise a generation of boys who would make much more supportive husands and fathers of tomorrow. 

In order to facilitate this culture change, Kecap ABC has launched a new program called Kecap ABC Koki Muda Sejati (ABC Soybean Sauce’s Real Young Chefs). This program seeks to sustain the impact of Kecap ABC’s program to push for more gender equality in the kitchen by teaching young boys how to cook. 

Currently, Kecap ABC already organizes a program called Akademi Suami Sejati (The Real Husbands Academy), an online and offline initiative seeking to help more husbands share more domestic responsibility to support their wives and families.

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From You to Me!

Healthcare and overall wellbeing are becoming extremely important to everyone. This can be seen in the rise of fitness influencers, fit-tech platforms and different formats of exercise and diets catering to every kind of audience, leaving no room for excuses.

Emerging trends in healthcare

Consumers are treating their bodies like an ecosystem and are seeking solutions that complement their health and evolving needs. That being said, there are a few trends that stand out:

  • The Rise of Urgent Care
    While the world moves toward instant gratification with the advent of social media platforms, you see its impact even on healthcare. No longer are people willing to meet a physician or healthcare specialist if they can’t get an appointment within a week. In fact a week is also too long for most. Hence, the rise of urgent care. More and more people are walking into OPDs of hospitals, instead of taking appointments in order to start treatment immediately (even for the issues that do not need immediate care). 
  • Greater accountability for one’s own health:
    What’s also interesting is the rise in demand for sophisticated, affordable, convenient and transparent yet personalized services. With information being available literally at a person’s fingertips, consumers are becoming more discerning and demanding. In a recent PwC consumer survey, almost half of respondents said they would consider having procedures like wound treatment, stitches or staples removed at a retail clinic or pharmacy. One-third said they would get an MRI at a retail venue. The underlying message is that patients are accepting greater accountability for their health.
  • Highly customized solutions
    Gone are the days when one size fits all. Our lifestyles are different, our food habits are different, our body types are different. And this is exactly what the healthcare industry needs to focus on – complete personalization of healthcare and wellness routines. Whether the customization is based on your lifestyle or your blood type, consumers are demanding solutions that are tailor-made for them and this demand will only grow with time. 
  • More natural, less toxic
    Today, there is an environment crisis globally and Gen Z is at the forefront of this conversation. This concern for the environment is being reflected in the way people view health and wellness. They are seeking natural solutions with low environmental impact like moving towards more traditional medicines such as Ayurveda, Unani, etc. They are also more open to trying alternate forms of healing like Accupressure, Accupunture, Cupping, Yoga, etc. As we move back to our roots, the demand for such alternate therapies will only increase.  

Healthcare and Wellness brands will need to now focus on the consumer instead of the product and solving unmet consumer needs. With technology and knowledge empowering us today, we can build sustainable ecosystems for healthcare. What do you think?

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