In the recent ‘MICA Leadership Series’ conducted by MICA, Ms. Rashi Goel delivered a
talk on "Dive into Marketing Lovemarks and Niche Brands - The Nestle Way". She gave
interesting insights about the key focus areas for a brand and the importance of the
digital medium of communication. She also shared her professional journey with the
students in this interactive session.
Ms. Rashi Goel is currently VP of Consumer Communications and E-Commerce for
South Asia at Nestlé India Ltd. She is responsible for communications across traditional
and new age media for all Nestlé brands. Also, she is in charge of the 24/7 Consumer
Engagement Cell and E-commerce business.
She spoke about the continuous disruptions in technology and how brands are adapting to the same. Talking about consumer communications, she said “For every type of communication, both the functional and emotional benefits of the product should appeal to the consumer”. She laid emphasis on the generation of cultural and consumer insights that are leveraged by brands to communicate a message.
She showed the students different campaigns by Nestlé and talked about empathy and
consumer centricity which are key pillars for any campaign to be successful.
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