“Brands so successful, they don’t have to advertise”
– Diya Bisht
Advertising is a crucial part of marketing as it lets one identify, target, and retain customers. A strategy to earn profits by keeping them informed about products and services creates awareness, thus resulting in massive sales.
Despite this being a known fact some popular brands do not abide by this, they defy the best practices that most marketers live by today and that’s what creates an impression and the unique buzz around it.
There is no such thing as no advertising! Why? Because that would take away all the fun of it for the marketers and consumers invested. What is astounding is that even without advertising, these brands have been able to stand out making them independent from the market and their allocation of the budget that holds a small share for the promotional marketing in accordance with their business.
HOW CAN A BRAND SURVIVE WITHOUT RELYING ON ADVERTISEMENT?
Well, it’s indeed possible and it has been witnessed that there are many popular brands that have gained success with flourishing economic stats and remarkable tactics to be esteemed. So, let’s have a look at them for a better understanding:
Zara is a Spanish clothing retailer that opened in 1975 and is based in Arteixo, Spain. It specializes in fast fashion, and products include clothing, accessories, beauty, perfumes, etc. One of the largest companies in the Inditex group managing more than 20 clothing collections a year.
NET WORTH – $70 billion
FOCUS – Targets men, women, and children in highly populated cities
1) Cheap, fashionable clothing, with high attention to detail.
2) Produce only a limited number of each piece to create a sense of urgency among their consumers.
3) Invest their budget to buy expensive storefronts next to luxury retailers to make themselves the leaders in affordable luxury.
MARKETING – Word of mouth and influencer marketing
- OLD MONK
Old Monk Rum is an iconic vatted Indian dark rum with a distinct vanilla flavor. Launched in 1954 and produced in Ghaziabad, Uttar Pradesh. It has been the biggest Indian Made Foreign Liquor (IMFL) brand for many years, ranked 5th among Indian spirits brands, and has been awarded gold medals at Monde Selections.
NET WORTH – $35 Million
FOCUS – Targets beverage lovers (teenagers, adults, and olds)
1) Maintained its genuine taste for nearly a century by the traditional method of blending over 7 years using the 50yr old original rum mixtures.
2) Launched the Ready to drink category with some interesting flavors and a range of new limited editions.
3) Increased sales and position the brand in the eyes of shy millennials for its affordable image.
MARKETING – Surrogate promotions
Lamborghini is an Italian brand and manufacturer in the automotive industry that deals with the manufacturing and distribution of luxury vehicles like sports cars and SUVs based in Sant’Agata Bolognese. It is owned by the Volkswagen Group as a subsidiary of Audi and was founded in 1963 by its founder Ferruccio Lamborghini.
NET WORTH – $280 million.
FOCUS – Targets upper-class section of society who are both rich and affluent
1) Publicises through a wide range of web-based media, vehicle-based TV programs, engine shows, magazines, and vendor promotions.
2) It has superior performance with modern looks and one of the most advanced braking systems makes it a popular choice amongst all car enthusiasts.
3) It has a marketing mix framework that covers the 4Ps (Product, Price, Place, Promotion).
MARKETING – Digital Marketing, Niche marketing, and GT3 Racing
- FERRERO ROCHER
FERRERO ROCHER the premium luxurious chocolate product of the Ferrero group with its tagline “The Golden Experience” is a chocolate and hazelnut confectionery, introduced in 1979 and produced by the Italian company Ferrero. It is sold worldwide and holds a strong cultural presence.
NET WORTH – $34.6 billion
FOCUS – Targets the college-goers, couples, and children
1) It believes that the most ideal approach to growing its buyers is to be straightforward and consistently convey the USP of every item to the buyers.
2) Its unique golden packaging along with the gift box in different SKUs (stock-keeping units) has helped it become popular across the world.
3) It uses a mix of demographics, psychographic and demographic segmentation strategies.
MARKETING – Brand Portfolio and BCG matrix
SRIRACHA is a type of hot sauce or chili sauce recognized by its bright red color and its packaging: a clear plastic bottle with a green cap and the rooster logo of Huy Fong Foods, the company that produces the cult-favorite hot sauce in Los Angeles. It has inspired recipe books, documentaries, etc. with the spicy combination of chilies, sugar, salt, and garlic.
NET WORTH – $60 million
FOCUS – Targets the Asian food market
1) It used a social media campaign and a series of open houses to reach its “Sriracha friends.”
2) They obtain all their chilis from a family farm an hour north of LA instead of importing cheaper chilis or outsourcing production.
3) They grind the chilis on the same day they’re picked, ensuring the freshest possible product thus maintaining consistency.
MARKETING – Price marketing and Word of mouth
THINKING OUTTA BOX
These brands create their unique “RIVETING” strategy where they decide to make something exceptional in order to woo the crowd.
But, what do they all have in common?
- They believe in themselves.
- They use their products, reputations, and stories to attract.
- Consumers buy from them based on the experience and quality they offer.
- Their products and services speak aloud in their stead.
- Focusing on the pain point buyers.
- Makes the most out of digital boon.
- Using first-class digital strategies to meet goals.
These brands beautifully exude that flaunting off isn’t continuously the way to advance your company. One ought to have a great strategy to succeed in advertising. Quality is the most important key to victory independent of the field. Successful companies utilize their items, notoriety, and stories to pull in clients, thus this makes the consumer purchase from these brands because of the encounters and quality they offer.
While not taking assistance from the conventional media is worth the brag, these brands moreover have a couple of other things in common. They sharpened in on a relevant client torment point, made their items talk for themselves, and met those with a sublime quality or right cost. They did well without spending on traditional media. This demonstrates merely that they have to have great items to be effective instead of investing crores on the advertisement.
Setting the example that you don’t need ad budgets to build massive brands. However, your product and brand promise should be very strong and compelling. Here’s a reminder that it’s alright to loosen our grip and figure out that releasing the grasp in our showcasing endeavors isn’t that bad!