Marketing Best Practices – Higher At Work

Why sustainability marketing is not working for Indian customers.

In

Indian customers do not buy sustainability.They buy convenience and savings. We’ve spoken at length to a large number of customers about sustainability. While this is usually in relation to the category we are working on, certain common themes emerge from hundreds of conversations with customers across categories. https://videopress.com/v/PDyGQjby?resizeToParent=true&cover=true&posterUrl=https%3A%2F%2Fhigheratwork.com%2Fwp-content%2Fuploads%2F2024%2F02%2Fsustainable-customers-_mp4_std.original.jpg&preloadContent=metadata&useAverageColor=true Indian Customers [...]

4 Dec

Women who build houses!

In

Home construction is considered a man's world. But is it exclusively? As we worked with multiple brands related to home construction, we got a close look at the family dynamics in home building. There is a quiet change underway, with women getting more involved in home construction at various stages [...]

30 Nov

Brands’ search for growth: Towards the hinterlands

In

For accurate segmentation, we need to take into account customers’ life journeys and the deeper motivations and anxieties that are shaped by their life experiences.

4 Sep

A marketer’s guide to great customer interviews

In

A crucial element of marketing success is the ability to understand customers and gather great insights for marketing action. This article shares a few guidelines to conducting great interviews with stakeholders – customers, partners, employees, external experts and more.

1 Aug

Market Segmentation: Understanding people, not just data

In

For accurate segmentation, we need to take into account customers’ life journeys and the deeper motivations and anxieties that are shaped by their life experiences.

9 Nov

Digital India: Small Towns Going Digital

In

The small towns of India are getting rapidly digitized. Affordable smartphones, mobile data revolution accelerated by Jio and then Covid have given digitisation in small towns and villages a massive push.

22 Jun

Power of deep listening in crafting propositions

In

Maman is a young English teacher in a small town in West Bengal. She teaches in the first English medium Madarasa in the country. She believes children is key to societal progress and teachers have a critical role in shaping them. Dynamic and committed, she believes that children are active [...]

25 Apr

Designing for financial sustainability of social venture

In

Sharan has worked in education and volunteering for over 2 decades. Deeply committed to creating transformation at large scale, he has recently been chosen to lead one of the largest social funding organizations in India. He now wants to bring together his personal commitment, resources in his team and the [...]

23 Apr

Early success: building confidence in numbers

In

Rahul is a young and idealistic trainee teacher from Orissa. Coming from a family of teachers, he believes that education has the power to reform the nation. It is this aspiration for nation building, that drew him to teaching as a profession. An English post-graduate, he was pursuing a Bachelor [...]

Category: Marketing Best Practices

Women who build houses!

Brands’ search for growth: Towards the hinterlands

A marketer’s guide to great customer interviews

Market Segmentation: Understanding people, not just data

Digital India: Small Towns Going Digital

Power of deep listening in crafting propositions

May We Suggest?