8 minutes read

Diageo India's Adaptive Marketing Strategies and Consumer Trends

Explore how Diageo India leverages consumer trends like premiumization, digital transformation, and inclusivity in its marketing strategies, with insights from CMO Ruchira Jaitly.

Dheeraj Kumar
22/01/2024

The liquor industry is predominantly male, but Diageo, one of the world's largest alcohol beverage companies, showcases a different narrative with significant female leadership, including Ruchira Jaitly as the Chief Marketing Officer of Diageo India since 2023. In a discussion with Delshad Irani on Media Dialogues with Storyboard18, Jaitly shared insights into the evolving consumer trends and Diageo's adaptive marketing strategies.

Key trends such as premiumization and sustainability are shaping consumer preferences, with a growing demand for quality over quantity and brands that embody progressive values. The digital transformation and the rise of 'phygital' experiences are also pivotal, blending physical and digital realms to enhance consumer engagement. Moreover, the inclusivity and diversity within brand narratives are becoming increasingly important to modern consumers.

Another interesting trend is the 'Sober Curious' movement, reflecting a shift towards non-alcoholic options among consumers seeking personalized and responsible drinking experiences. Diageo's approach to marketing large and emerging brands involves leveraging these trends to foster experimentation and expand consumer repertoires.

In conclusion, Diageo India's marketing strategies are a testament to the company's commitment to embracing global trends, technological advancements, and societal shifts towards inclusivity and sustainability. This approach not only aligns with the evolving consumer landscape but also positions Diageo as a forward-thinking leader in the beverage industry. Additionally, Probz.ai, an AI-powered platform, offers qualitative and quantitative insights collection, further enhancing market understanding and strategic decision-making.

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Dheeraj Kumar

data specialist

Archit has been working in the field of data science since 2018. He has worked with various clients in the field of healthcare, education, and finance. He has worked with various clients in the field of healthcare, education, and finance. He has worked with various clients in the field of healthcare, education, and finance.

Member since Mar 15, 2021

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