Vijay Parasuraman

Innovations and consumer centricity are at the forefront of everything we do …

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Various thoughts shared by industry leaders around this topic. After all, any CMO with good track records will be able to be either one. It’s a matter of choice and at the end of the day, performance and result matters. Thanks you MARKETING-INTERACTIVE for the opportunity to share my humble opinion around #fractionalCMO #cmo #marketing #leaders #digital #growth

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Global beverage alcohol 🍷🍸🍺 market set for moderate recovery in 2025, while challenges persist in 2024 IWSR data shows that India, China and the US will be key value growth drivers, adding US$30bn in incremental value by 2028; brand owners will have to navigate an increasingly complex macroeconomic and regulatory landscape. Following declines in 2023 and continued challenges in 2024, global beverage alcohol is expected to begin its recovery in 2025, according to comprehensive new data and forecasts from IWSR, the global authority on beverage alcohol data and intelligence. For the first time in nearly 30 years, IWSR recorded a decline (-2% in 2023) in the volume of spirits sold in the key US market. Meanwhile, global total beverage alcohol (TBA) declined -1% by volume and rose +2% by value (US$, variable exchange rate) in 2023. Excluding national spirits such as baijiu and shochu, global volumes were down -1% and value increased by +3%. While some more positive signs are starting to emerge in 2024, the global TBA market remains subdued after several years of above-trend growth, with challenges expected to continue until 2025 as household spending rebalances after strong inflationary pressures of the past 2 years. TBA volumes are expected to edge up by only +0.4% this year. Growth opportunities 💡 ✨️ are in RTD formats, premix cocktails, premiumisation, zero alcohol and signs of a (slight) rebound for the beer 🍺 segment. For any alcohol beverages manufacturer or brandowner looking to create the next great tasting innovative 💡 alcohol or zero alcohol 🍸 beverage, please do get in touch the team at Kerry is here to help. #alcohol #beer #wine #spirts #rtd #zeroalcohol #taste Lars Jensen Paul Villis Carol Dunne Jean Noel Ortal Kristof König Jean-Philippe Delforge Linda Chatton David Deeley Brian Short Thomas Hahlin Ahlinder John Savage Sheelagh Pentony Virginia Traldi Nina Riggins Elizabeth Horvath Travis Ralph Chantal Drolet Marc LEJEUNE Farrah Gilsenan Michel Aubanel Gilles Halotel Bourcard Nesin Jim Watson Francois Sonneville Stephen Rannekleiv John Craven Bryan Roth

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Want to supercharge the growth of your CPG business? Just do what Sapan N., CEO of Mekor Corporation does: get in front of as many buyers as possible and LISTEN. That's how Mekor 10Xed its growth in less than a decade, going from just one line of products - tea - to more than a dozen including beverages, spices, cookies, and more! Sapan has been to 21 ECRM Sessions during that time, and I've had the privilege of seeing him in action at most of them -- he's not just with buyers at his pre-scheduled meetings. He's eating with them during every breakfast, lunch and dinner, sharing cocktails with them during receptions, learning with them at educational presentations, and sharing insights with them during the roundtables. You'll even see him chatting with them when he bumps into them in the hallways and in the hospitality lounge. He's always trying to learn what the pain points are for these buyers and how he can best solve them. And when he comes to them with a solution for one problem, they ask if he can solve another for them. Multiply this by the thousands of interactions he has had with buyers across those 21 ECRM Sessions, and you can see why he has seen such growth. In my recent CRM Blog post, I cover Sapan's approach to buyer engagement in detail, gleaned from my interview with him at a recent Session as well as a trip to Mekor's HQ in NJ -- which was a hell of a lot of fun! Click the link in the comments to read the blog and watch the video! #smallbusiness #sales #networking #retail #cpg

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In 2024, sausage trends are buzzing in Asia Pacific. Here’s what you should know: 📊 30% of consumers are showing a growing interest in new flavors, leading to a shift in flavor preferences across the region. 🌭 From smoky sensations to cheesy to peppery delights, the top flavors in sausage launches across APAC are redefining culinary boundaries. However, a large variety of flavors brings forth a competitive market of sausage manufacturers aiming to win consumers’ tastebuds. To meet consumers' elevated demands for sensory experiences, manufacturers require constant innovation and agility.🚀 Ready to discover more? Explore sausage solutions with us today! – https://lnkd.in/gHmVPXdY #SausageTrends #FlavorExploration #SausageInnovation

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A beer that offers “new realms of sensory delight.” Consumers are exploring a wealth of new options across both alcoholic and non-alcoholic beverages, and texture could be a key differentiator. As the Asia Food Journal beautifully puts it, “The beverage industry is poised to enter an era where every sip is an adventure, a discovery of new realms of sensory delight.” By reimagining sensory experiences, we can elevate how, where and when beverages are enjoyed, especially beer… Enter Azvex Brewing Company’s Scoop. An ice cream sour that has a unique ritual and makes drinking beer a texture-driven journey of the senses. That’s what I felt like just by watching Dan and his 1-Minute Beer Review — he’s calling it the “Beer of the Year” already. https://lnkd.in/eDyMBYEe If you’re looking to try it (like me), it’s out of stock right now but it might actually be a beer that replaces a dessert. It’s memorable. It’s unique. It’s playful. It’s experimental. But, best of all? It’s pleasurable.

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"The Great Exhaustion" referenced here is frequently mentioned in the context of org health but not marketing. Interesting take on how it is broadly shaping consumer sentiment and marketing strategy by extension. 🤔 Exciting opportunity for brands to rise to the challenge to serve their customer's needs. #thegreatexhaustion

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Innovation Elevates Our Everyday Moments 🌱 This morning's breakfast 🍽 with my family prompted me to reflect on the transformative power of innovation, particularly in creating exceptional experiences for consumers. While innovation presents its challenges, it's crucial for addressing consumer needs and enriching our lives. Successful product launches are rooted in sharp insights and deep human understanding that anticipate emerging trends and align with changing consumer desires. It requires creativity, persistence, and dedication to excellence as we iterate and fine-tune products to deliver meaningful value and positive change to consumers. The growing demand for health, sustainability, and ethical practices is driving the rise of alternative diets such as vegetarian, vegan, keto, and flexitarian. These trends are rapidly expanding across the globe—the global vegan market, for example, is forecasted to grow at a CAGR of 10.7% by 2030. Nearly half of consumers have developed new allergies since childhood, according to research, prompting them to adapt their diets and lifestyles. As someone who manages psoriasis and has a child with atopic eczema, I understand the crucial role dietary changes play in minimizing flare-ups. While not a cure, these adjustments bring significant relief. One innovative product that my family and I absolutely love is Philadelphia Plant Based. Made with almonds and oats, Philadelphia Plant Based offers the same creamy, delicious taste as the Original, but entirely plant based! We enjoy spreading it on toast with avocado—it’s one of our favorite breakfast combinations! I'm proud to have been part of the team that brought this fantastic product to life. It's so tasty, even those without dietary restrictions love it! 👨‍👩‍👧‍👦 Our passion for innovation doesn’t end here. We're continuously exploring new ways to enrich our lives and yours through groundbreaking products. This exciting product from Philadelphia is the result of the dedication, talent, and passion of an exceptional team, including Derya Seyman, Vanessa Harrer, Loreta Lenz, Heinloth Evangelia, Manuela Toson, among others. #teamMDLZ #consumercentricity #innovation #anticipatingtrends #marketingexcellence #growth

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I had the distinct pleasure of sitting with Kantar BrandZ for an in-depth conversation about global brands through the lens of PepsiCo's iconic portfolio -- what makes a brand valuable, the role of brands, how to stay relevant, deploying distinctive assets in a consistent and connected way, how the best-of-the best do it and so much more. I believe brands have a bigger role to play than before and at PepsiCo we talk about Positive Brands. We want to inspire people to make better choices for them and the planet. We are developing programs that leverage the scale and power of our brand marketing to accelerate our sustainability journey and connect with consumers. And we recognized brands are only relevant to people to the degree that they connect to something meaningful in their lives; something bigger that connects to core human needs like community, security, control, connection, enjoyment, etc. When it comes to deploying distinctive assets, we have to be very humble as marketeers. Memory structures, distinctiveness, brand meaning is built over generations. As marketeers, we stand on the shoulders of the giants that went before us. I'm very humble to the generations of incredible marketeers who have built these brilliant brands. Thank you Kantar for recognizing PepsiCo in the BrandZ Top 100 Brands Global Report 2024. Check out the full conversation: https://lnkd.in/eE3mtGxZ #PepsiCoProud #BrandZ #Kantar

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Today's consumers are going beyond brand benefits in deciding their brand choices. With sustainability being the buzz word, consumers want to contribute & recognize that they should support brands that are actively working towards this mission. Data suggests that 64% Asia Pacific consumers agree that brands should be doing more to protect the planet. Watch our UC-II® sourcing and sustainability video to learn how Lonza is committed to responsible sourcing and sustainability practices. Our ingredient solidifies your brand with such relevant claims that influence consumers' purchasing habits. Watch the video now --->

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Mondelēz International, the powerhouse behind iconic brands like Chips Ahoy!, Oreo, Ritz, and more, recently unveiled their fifth annual State of Snacking report, offering a fascinating peek into consumer trends and preferences in the snacking world.   Here are some key takeaways from the report:   1. Portion Control: The desire for portion-controlled snacks is on the rise, with 67% of consumers preferring smaller indulgent treats over larger low-fat options—a five percentage point increase from 2022. 2. Wellness Focus: Consumers are increasingly choosing snacks that boost energy, improve mood, or align with their fitness goals, reflecting a growing emphasis on holistic well-being. 3. Sustainability: A significant 63% of consumers actively seek snacks that minimize environmental impact, showing a strong preference for sustainably sourced ingredients and eco-friendly packaging. 4. Adventure Seeking: The quest for novel flavor and texture combinations is paramount, with 74% of consumers valuing experimentation in their snack choices. 5. Social Influence: Snack recommendations from friends, family, and colleagues are gaining traction, alongside the impact of social media and online research on snack purchases. Navigating this dynamic landscape requires companies to innovate and offer snacks that not only delight our taste buds but also resonate with our values and lifestyles. This becomes particularly crucial when acquiring a business within the snacking industry.   #SnackTrends #Wellness #Sustainability #Innovation #Mondelez #StateOfSnacking

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PROMOTIONS ARE LIKE BAD CHOLESTEROL Sir Martin Sorrell, former Chief Executive of WPP once said “Brands should view promotions as “bad cholesterol” which boost sales but at a cost to brand health. In contrast advertising should be seen as “good cholesterol” which delivers sales whilst also maintaining profitability and brand equity.” The digital commerce equivalent would be Brands should treat Paid Search & promotions as “Bad Cholesterol” both of which boost sales in the short term at the expense of profit and loyalty. In contrast building relevance to a customer’s needs and missions along their digital shopping journey through portfolio, advertising, marketing and targeted digital retail media should be seen as “good cholesterol” which delivers sales whilst also maintaining profitability & brand equity and building customer engagement, experience and loyalty. A bit more of a mouthful, but then I haven’t spent 40 years at the helm of a global advertising giant. #digitalcommerce #ecommerce #cpg #cpgindustry #fmcg #fmcgindustry #digitalstrategy #digital

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🚀💡Deinfluencing to Influencing in FMCG! 🌐✨ Time to re-evaluate traditional marketing strategies and embrace innovative approaches that resonate with today's savvy consumers. Here’s what you can gain from this trend: Consumer Trust: Cultivating an authentic and transparent connection with your audience can result in long-lasting loyalty. Brand Differentiation: Differentiate yourself in a competitive market by promoting genuine interactions and maintaining product integrity. Strategic Agility: Stay prepared to adjust and refine your strategies according to immediate consumer input and market shifts. This strategic pivot is not just about changing tactics but about transforming the FMCG landscape.

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How can you successfully cement a new idea into popular culture, with authenticity and impact? Dirt was decidedly 'not good’ in China. In addition to our research which uncovered parents' and grandparents' values for their children, there was one other critical piece of insight which helped us to tell our story in this market. The idea? To link our stories about getting dirty to four Chinese proverbs. It was this that helped us embed the idea that Dirt Is Good into Chinese culture. This OMO video tells the heart-warming story of a little boy offering to help his grandma carry a heavy bag of oranges across the road. When the bag breaks, he takes off his white t-shirt, and ties a few knots in it to create a makeshift bag – which is then splashed with road water and dragged along the floor – very much in need of a wash by the end! When dirt is for good, then Dirt Is Good. Aline Santos Farhat • Kathleen Dunlop • Fah Panyada Ruengskul • Sanjay Sachdeva • Shamus Xiangming Qu • Ashwani A. • Benny Zhang • Johnny Zhu • Gabriela Leopoldo #DirtIsGood #DirtIsGood20 #Freedom #DreamDareTry

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The recent news about the sugar content in Nestle baby food prompted me to comment on something I've felt for a long time Why do MNC's treat customers differently in emerging markets than those in developed markets? Having lived in the US for many years I've seen this first hand. Is it because customers in these markets are more demanding and aware of their rights? Is it because of the extreme competition in these markets? Some examples to prove my point - in my usual data driven way 1. Amazon in the USA has a much more liberal (almost unlimited) return policy whereas in India it's much more limited. I'm sure the justification will be that this is established by the brands on their platform 2. Jaguar cars in the USA (yes I had one) have a 5 year warranty whereas in India it's 3 years. Don't know if it's a reflection of the fact that Indians drive roughly or the roads are not as great. 3. You walk into a Macys and they'll pretty much take anything back. Rarely if ever do you find a store in India that'll do that 4. A restaurant (or a fast food chain) in the USA will take anything back no questions asked. Apple is a rare example of a company that has pretty uniform policies globally. I could go on and on but I think the point is made I'd welcome comments disproving this and suggestions #india #strategy #pricing #discrimination #marketing Amazon Apple JLR

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Honasa Consumer is proud to announce its Q4 and FY24 results, demonstrating significant growth and enhanced profitability. Some highlights from the business performance:  - HonasaConsumer continues to deliver disruptive growth in Q4, much ahead of FMCGindustry, with 23% (like-for-like) YoY revenue growth - Businesscontinues to grow efficiently, with full year PAT of INR 111 Cr and 7.1%EBITDA; delivered ever-highest quarterly PAT of INR 30 Cr- Strongofftake momentum continues for Mamaearth with faster than market growth, with120 bps offline market-share growth YoY for facewashes, and 40 bps for shampoos- The DermaCo hits INR 500 Cr+ ARR, achieving break-even in all quarters of FY24. -Acquisition of Cosmogenesis laboratories, to strengthen Honasa's R&Dcapabilities and add rich formulation experience (built through 5000+formulations over 25+ years of experience)- Launched its first impact assessment report highlightssignificant contributions to economic value generation, student engagement, andwomen-focused interventions delivered across brands Thank you to all our consumers, shareholders, investors and employees for their support through this journey!  We are committed to building in India, for India!  #performancemax #quarterresults #businessupdate

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And it’s a wrap! A great week of inspiration, learning, energy, and connections at Cannes Lions International Festival of Creativity alongside my amazing PepsiCo colleagues and some of the most brilliant minds in the creative industry. From multiple thought-provoking panels, to small talks, to walking through the basement of the Palais exploring the amazing shortlisted and awarded work, I leave with some key highlights: - Human Centricity and empathy are always the starting point. As brand builders, we have the collective responsibility to unpack true human insights and leverage our iconic brands to offer solutions through meaningful and relevant experiences. - Creativity is a true multiplier of growth and impact on people, business, and the planet. - Simplicity triumphs. The best ideas are the simplest ones, creatively brought to life. - Consistency pays off. If the idea is routed in a human truth and your brand solves a human problem, don’t get bored of it, elevate it. I also truly enjoyed my panel discussion hosted by Kantar’s Manaswita Singh and Mohamed Nabil Hayek alongside Rayan Karaky and Abdulaziz Elyas discussing the art and science of creative effectiveness in Saudi Arabia. I shared my thoughts on the Kingdom’s transformation that builds bridges between a rich past and a bright future, and the importance of un-learning a lot of the stereotypes to build emotional connections. Let’s continue raising the bar on creativity and touching more hearts and minds along the way! #Canneslions2024 #PepsiCoproud

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A great response by the CEO to lacklustre quarterly results with immediatre action in 3 areas. However, the issues might be much deeper and more significant than the 3 strategic responses are combatting. Maybe dig a bit deeper in understanding potential fundamental issues BEYOND a challenging environment and headwinds. There seems to be a lot more to do to righten the ship.

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