Introduction
In the ever-evolving world of fast-moving consumer goods (FMCG), the right marketing strategies can make or break a brand. Rajeshwari Jayaraman Iyer, the innovative Head of Marketing at Beyond Snack, has been instrumental in redefining snack marketing through her expertise and vision. In an engaging discussion with Sandhya Bharti, Deputy Editor at Indian Startup Times, Rajeshwari shared her journey from FMCG sales to marketing leadership, her take on the power of digital marketing, and Beyond Snack’s approach to capturing the hearts and taste buds of consumers.
The Journey from Sales to Marketing Leadership
Rajeshwari brings 15 years of experience in the FMCG sector, transitioning seamlessly from sales to a leadership role in marketing. Her passion for understanding consumer behavior and crafting resonant strategies has been the cornerstone of her career. Speaking about her journey, she remarked, “Focusing on core products and engaging with consumers through meaningful campaigns has been my guiding principle.”
At Beyond Snack, Rajeshwari has taken a unique approach by steering clear of conventional advertising methods and prioritizing strategies that emphasize the brand’s distinct offerings.
Digital Marketing as a Growth Catalyst
With the digital landscape becoming increasingly crowded, Rajeshwari highlighted the importance of standing out. Platforms like Instagram and YouTube have played a significant role in Beyond Snack’s marketing efforts. She acknowledged the impact of the brand’s feature on Shark Tank India in boosting awareness but stressed the need for a consistent multi-channel presence to sustain growth. “It’s about finding the right balance and ensuring consistent engagement across touchpoints,” she explained.
Connecting with Gen Z Through Innovative Campaigns
Beyond Snack’s marketing success includes a standout campaign targeting Gen Z in cities like Pune and Ahmedabad. By combining digital outreach with on-ground efforts such as sampling and collaborations with local content creators, the campaign drove increased awareness and sales in campus canteens. “Gen Z is a key demographic for us,” Rajeshwari said. “Their openness to trying new brands and their influence on buying decisions make them a vital audience.”
Balancing Traditional and Modern Approaches
Rajeshwari emphasized the importance of blending traditional advertising with modern digital strategies. In-store branding, such as branded stands and local store visibility, plays a crucial role in complementing Beyond Snack’s digital presence. She noted, “Traditional methods still hold value for the snacking market in India. The goal is to ensure the brand is visible and accessible wherever the consumer is.”
Revolutionizing Influencer Collaborations
Influencer marketing is a critical component of Beyond Snack’s strategy, but the brand’s approach is far from conventional. Instead of focusing on reach, the team prioritizes engagement by collaborating with influencers who can tell authentic, compelling stories about Beyond Snack. This approach has fostered deeper connections with the audience and enhanced brand affinity.
The Role of Consumer Insights
Customer feedback forms the backbone of Beyond Snac’k’ marketing strategies. Rajeshwari shared how the team actively collects feedback through post-purchase outreach, WhatsApp forms, and direct consumer interactions. “Understanding what the consumer likes, dislikes, and wishes for helps us tailor our offerings and marketing efforts,” she explained.
Driving Success Through Metrics
For Rajeshwari, sales remain the ultimate benchmark of marketing success. She outlined Beyond Snack’s future plans to enhance visibility, increase consumer trials, and leverage cultural trends to maintain relevance. “At the end of the day, it’s about turning marketing efforts into tangible results that drive growth,” she said.
Conclusion
Rajeshwari Jayaraman Iyer’s journey from FMCG sales to leading Beyond Snack’s marketing initiatives is a testament to the power of strategic thinking and adaptability. Her insights underscore the importance of consumer-centric approaches in today’s dynamic market. For aspiring marketers, her advice rings clear: “Stay grounded and curious. The more you understand your consumers, the better your strategies will be.”
With leaders like Rajeshwari steering the ship, Beyond Snack is not just redefining how we perceive snacks but also setting new benchmarks for marketing excellence in the Indian startup ecosystem.
