The Hindu Business Line : Here comes `April Marketing'

A positive sales growth during the month of April, which marks the beginning of the new financial year, boosts the morale of the marketers considerably and sets the mood for the rest of the year.

COME April, the market has a new sense of purpose and excitement in India. This year, there is greater enthusiasm because the consumer confidence is high, markets are expanding and marketers are ready to give a new thrust to their brand as well as their sales plans.

I always compare the month of April to the first few overs of a one-day cricket match. If the start is good and the scoring is high with a good run rate, normally it would be a good year which will lead to winning results. In my opinion, `April Marketing' is of great significance in India because it is the beginning of the financial year.

Both Coca-Cola and Pepsi, along with their portfolio of brands, are making a cool splash during this hot month. Whether it is Thomas Cook or Jet Airways, RCI or Singapore Airlines or British Airways or the Taj Group of Hotels, everyone seems to be wooing the Indian consumers to enjoy a well-deserved summer vacation.

The manufacturers of air-conditioners, be they Carrier or Voltas, or refrigerator brands such as LG, Samsung or Godrej, all want consumers to chill out.

Interestingly, the first part of April has a number of stationery and educational brands giving a huge push to studies; but in the latter part of the month, many leisure brands give a push to consumers to enjoy.

April, to my mind, is one of the most challenging times of the year not only because a sense of balance has to be achieved, but also because there has to be a true thrust to get a good start.

What should marketers do during these 30 days and what they should not? Well, I strongly feel that while marketers may want to make consumers relax, they themselves should be alert to new opportunities that the year brings, and not let their own brand plans relax. In fact, the marketers should monitor performance on a daily basis during this month so that the foundation for the year is put on a solid footing.

One of the mistakes made by many marketers is to continue planning right into the month of April. This to my mind is wrong. The marketers should focus on execution from April onwards and should have frozen their plans latest by middle of March of the previous year. This would help to meet objectives in a focused manner rather than try to make rules when the game has already started. You can't continue planning when it is time for execution. You may of course fine-tune the plan as you go along the process of execution.

Another important aspect that marketers should take into account during this time is trade-reactions, keeping in mind the new financial year's Budget proposal. They should pre-empt and pre-plan so that they are not in for a sudden surprise or shock. This could be planning for movement of stocks or availability or even educating the trade of the new Budget proposals, so that doubts can be cleared and there can be a free flow of products and services, and the sales target for April can be met.

On an intangible level, it is motivating if April marketing is done with great fanfare and enthusiasm, so that just like Formula 1 racing, the beginning is very good and the brand is off the block to a good start.

Marketers must get inspired from brands such as Coke, Pepsi, Samsung, Chlormint and many others, which have started April with a bang. It is important for companies to also expand categories.

The Coconut Board, for example, is promoting the consumption of coconuts, which is a very positive sign to expand a category.

It is important for brands to move forward from day one in April itself because every new beginning brings along with it tremendous opportunities which must not be lost.

April marketing is like the rising sun. It brings in hope along with a sense of eagerness and a positive outlook. After all, well begun is half done.

(The author is Managing Director, Samsika Marketing Consultancy)

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