Lessons I learnt from "The D2C King" Kishore Biyani

By Shabareesh Shetty

Lessons I learnt from "The D2C King" Kishore Biyani

This is based on the product strategy that Kishore Biyani had explained in Masters’ Union, and that was my previous newsletter. If you want to read it: Click Here

TL;DR: We will see Kishore Biyani, along with Pratham Mittal, laying out the detailed plan of building a hair styling spray brand, defining the product positioning for India-1, pricing, as well as the brand ambassadors of the product, and also how to do the first launch through quick commerce

These are the 5 lessons I have taken from Kishore Biyani, and you should take them too


1. Fewer customers doesn’t mean fewer profits:

Most of us focus on capturing a large number of customers, but a smart businessman serves fewer customers but with huge profits.

For example, Kishore Biyani focuses only on India-1; though they are less in number, they hold 74% consumption of the D2C. What about rest 26%? Why do you want them? Just define your customers and sell it to them.

India-1 are those people who have a domestic helper for their home

2. Take advantage of the trend while brand positioning

In D2C, following the trend and using it slightly can change your game, and also using someone who can be the face of your brand, who can relate to it too closely, and is also trendy.

For example, Kishore Biyani would use Aryan Khan as the brand ambassador for a hair styling spray brand. 2 reasons:

  • He has an amazing hairstyle and personality that match the product

  • He is trending right now because of his work

3. Money is not the only way to pay

Most of us are beginners, and we don’t have a lot of money to invest. That isthe time when you need to find alternative ways to pay. Some examples for this are: Vouchers of your brand, equity of your company, gift packs of your product, and so on.

For example, Kishore Biyani would give 10% of the equity of his hair styling spray company to Aryan Khan instead of paying him money for him to come as a brand ambassador.

4. Greed, Fear, Altruism, Vanity, and Ego

These are the 5 elements that you can target to make your customers buy your product. People buy products only if it feels that your product has a direct effect on them.

For example, Kishore Biyani is trying to target the “fear” of the customers with his hair spray brand. The fear is that if your hair is not styled, you will have no respect in the crowd.

5. Create rituals around your brand

When you create a ritual around your product, this is where your product will have recurring customers. When your product becomes something that your customer cannot spend time without, then you have won the game.

For example, the ritual that Kishore Biyani created for his hair styling brand is that whenever you go out, use it like an essential.

Conclusion:

This time I will not conclude with a summary but with a thought. Whenever you listen, read, or watch, always have a tendency to learn from it, or else it just goes to waste. Personally, this newsletter was my observation from Kishore Biyani, not something that was already written. Anyways

Keep building yourself every day!

P.S.: Now, I need to generate a D2C product and scale it for the next 6 months. Use my tool Winingo for it

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This post was originally published on https://shabareeshnewsletter.beehiiv.com

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