Unlocking profitable growth in challenging times held in Dhaka

In the conference titled, 'Unlocking profitable growth in challenging times', Kantar, the world's leading analytics and insights company, featured insights and expertise through sessions that included key trends impacting the overall business landscape and their implications, the role of brand building and rise of local brands and tapping the rural market growth.

Kantar's South Asia leadership team navigated the conference with presentations and insightful talks. Held on 11 December at The Westin Dhaka, the conference also had top leaders from Unilever, Marico and Berger Paints as panelists, who joined to discuss their views and perspectives on the theme.

Experts from Kantar highlighted that pricing decisions and innovation are critical in this volatile situation, with consumers facing inflationary pressures and other social and economic challenges. The rise in internet penetration has further transformed the media landscape, with OTT evolving as an important communication channel. The implications for brand owners are many – and consumer insight is at the heart of navigating the complexity. Brands that commit the necessary marketing investment to establish deep consumer connections are better off in the long term. With Kantar, marketers can get the deepest possible understanding of their customers. It has proven solutions to help brands navigate challenging times and enable decision-making in all aspects of marketing. 

Deepender Rana, Executive Managing Director, South Asia, Insights Division, Kantar, said, "The world is becoming predictably unpredictable. The consumer journey continues to evolve and the rules of engagement for brands are changing. Businesses seek precise and evidence-based insights to help decide both, their marketing strategy and implementation. Working closely with our clients in Bangladesh, we look forward to supporting them in leveraging the power of digital to build their brands and drive profitable sales.

Sharing examples from Kantar's flagship studies like Kantar BrandZ study, the world's most definitive and authoritative brand value ranking, Kantar Worldpanel's Brand Footprint and National Media study, Ziaul Islam, Managing Director, Bangladesh, Insights Division, Kantar Bangladesh added, "The role of brands is more critical in challenging time. Established brands always give an assurance of quality and make purchase decisions easy. To successfully build and manage brands marketers need to focus on their strategy covering four aspects – continuous investment, short-term sales, long-term brand building and focusing on corporate reputation and trust".

He also shared some fascinating trends on the rise of local Bangladeshi brands.