Talk about social issues consciously

  • Svetlana Schastlivaya
    Marketing Manager Jacobs DE

Svetlana, tell us about your work
— I'm a marketing manager at Jacobs Douwe Egberts - number 1 in the coffee market. I'm responsible for the development of the Jacobs instant coffee business, which accounts for approximately 75% of JDE's entire business. Such a large share is due to the peculiarity of the Russian market, in our country, as in the UK and Australia, 70% of the coffee market is sold through the category of instant coffee. My responsibilities aren't only marketing activities, but also P&L categories, long-term strategic development and innovation, the formation of an effective portfolio and pricing policy.
Where is marketing heading now?
– I would highlight two main directions: The first is innovation not only in the product, but also, perhaps even more important, in communication, tools and building relationships with consumers and customers. Marketing here should be at the forefront, drive processes and involve employees and partners. The second is digitalization in a broad sense: communication channels with consumers and buyers, business processes inside and outside the company. We live in an era of very fast changes and only total digitalization can help to be relevant and relevant.
What key trend should the leading companies in the industry follow?
Sustainability. Unfortunately, in Russia this is not yet such a common practice, since our consumers still do not have a response to the topic of ecology and conscious consumption, and production conditions cannot ensure complete safety for the environment and the world. But all international companies think about their development in advance and talk about sustainability in their strategies. This is not only the use of recycled materials, investment in the development of coffee plantations, literacy training for workers, but also the social responsibility of the company.

As a big brand, you can't only entice the consumer, you have to speak on a conscious level, involving him in a social problem. But the consumer needs to be prepared, taking into account the peculiarities of the mentality, in order to obtain the necessary response and loyalty.
But how can we prepare consumers?
– The first thing a company needs to do is to believe in the need for change. It should become a natural need. When you yourself believe in it, it is easier for you to carry the idea to the masses.

Next, you need to acquaint the consumer with the problem, explain why it concerns him and create the same need in his mind.
It is important that the problem be understood. For example, the idea of illiteracy in Nigeria is not close to the average Russian woman - too far, we have different cultures and mentalities. It is important to look for something that can touch our audience, and how to present this pain and need
Share with us your successful cases.
— It's like with children - it's hard to pick out favorites. The first is a campaign for Jacobs Millicano with Italian millionaire Jean Luca. The campaign was made to explain why instant ground coffee is different from regular instant coffee. The main person is a millionaire who, in a playful manner, spoke about his rich life, and at the same time explained the difference in coffee. Italian, because Italian coffee is quality, and a millionaire is premium. Plus, the face is recognizable.

The campaign helped build closer relationships with the sales team and add value to marketing.

In one month, we increased our market share by one and a half times. And they declared themselves as a company and a brand in the marketing community, got Effie.

The second case is the launch of Jacobs Gold. It has a milder taste, so we developed a semiotic beige and gold label. The Russian team completely developed all communication itself: from TV to launch kit.

Six months after the launch, we achieved 1.5 times the KPI with a minimal budget. Case - best practice for foreign teams. An example of how a local team was able to launch something relevant with little investment, and this increased the credibility of us in the regional and global team.
How is your local team structured?
— My head is a marketing director for the entire company, and I have four brand managers under my command. They are distributed by brands: Jacobs, Jacobs Millicano and the regional brand Maxim. But I used to consider sales, finance and trade marketing as a team. Only when everyone is involved in the process can the desired result be achieved.
Do you see the difference in managing people of different generations? What is special about communication with employees?
— The issue here isn't management, but how to hear the employee's insights, what motivates him. First, you need to understand what a person has expectations, desires and what inspires him. Based on the current picture, I give projects that he will be happy to do every day. Or I "sell" the task in a way that is more pleasant for him to hear it. For example, Y-s are focused on results and stability, so I present the task in this way - it will help in my career. For Z-s, I would present from the side of self-development, the possibility of new acquaintances and gaining experience. Both of them will do this task effectively, and at the same time they will get maximum pleasure.

What advice would you give to marketing directors?
— It's a complex issue. It's like advising a person how to live.

  1. Meet your role models, read the books they write, participate in forums. Listen to different opinions, analyze and form your vision.
  2. Build a strong team. No leader is not a leader if there are no like-minded people in his environment. The team must develop the business and themselves and enrich each other.
  3. Study psychology. This is important for relationships with partners and consumers. When you understand why people think this way and what triggers they have, you can take your business to the next level.
  4. Study new technologies, how they affect the business, segment, industry and consumers.
  5. Sustainability. Look for how you can help the world yourself and through your brand, how you can convey a socially responsible idea to the consumer.