An Empirical Analysis To Analyse The Role Of Digital Disruption And Brand Strategy: The Influence Of E-Tailing On Marketing Mix Decisions In The Indian Personal Care Market

Abstract

Over the course of the last decade, the personal care sector has been steadily incorporating digital marketing and technology, which has resulted in a shift in the marketing mix. Over the last twenty years, the introduction of digital innovation has brought about substantial changes in the way customers interact with companies and make purchases. The educated customer carefully investigates news, education, and inspiration before making a purchase. This is because they often engage with a large number of touchpoints over a short period of time. When it comes to attracting and retaining customers in virtual environments, businesses face a variety of difficult issues that are unique to their industry.  Using a comprehensive empirical methodology, the study investigates the techniques that are used by both traditional personal care corporations and digital native vertical brands (DNVBs) within the context of the Indian e-commerce sector. The study combines secondary data from industry sources with primary data obtained through structured questionnaires from marketing professionals and consumer participants in order to evaluate the effects of e-tailing on brand positioning, price sensitivity, customer engagement, and distribution efficiency. This is done in order to determine how e-tailing affects these factors. In addition to this, it investigates the ways in which digital disruption might enhance the integration of omnichannel strategies, rapid consumer feedback systems, and marketing campaigns powered by artificial intelligence (AI)..