4Fs of Consumer behavior that are shaping Indian consumers’ buying patterns.

1. Fans. Fanatics. Fear.
Sachin Uppal, Co-Founder – FanVideo.co
ROAS and Retention – Marketing Mix Evolution
F**ks.

2. India has Changed.
World is becoming communal.
nation driven by Emotions.
communities of action.

3. Fans or Fanatics
what really works?

4. Which FMCG
companies are
these?
Company A – Established in 2006
Company B – Established in 1936 ₹0
₹5,000
₹10,000
₹15,000
₹20,000
₹25,000
₹30,000
₹35,000
₹40,000
₹45,000
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1
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2
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3
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4
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Revenues (Crores)
Company A Company B

5. Company A Company B
Fans or Fanatics

6. Traits of Fanatics
Louder VOICe.
Forceful Action.
Net results.

7. Positive Fanaticism
Core Belief Systems Drive Fanaticism.
Understand your consumers core Belief systems.
creatE motivations for positive fanaticism.
Leverage Fanaticism for Good.

8. CAC Vs CAX - Which drives better roas?
Customer Vs Fan Vs Fanatic
• Cost of Acquiring a Customer = CAC
• Cost of Customer Advocacy and Experience = CAX
• Paid Marketing CAC = (Cost spent on Paid Marketing) / (Customers Acquired)
• Dn CAX = (Dn ARPU) * (Dn Retention Rate) * (Dn Paid Referrals / Customers)
Here: D is days and n is the number of days.
Dn CAX ROAS = Dn CAX / Dn CAC

9. Illustration
• CAC: $100 | ARPU: $1000 | Retention Rate: 40% | Paid Referrals: 2
• ROAS = ($1000*40%) / $100 = 4
• CAX = ($1000*40%*2) / $100 = 8
The key is people driven content and retention Amplification.
CAC Vs CAX - your roas driver is retention
Customer Vs Fan Vs Fanatic

10. What’s your Competitive advantage?
• Everyone has the same open auction platform access.
• Compete with creative. Use authenticity.
• Nothing beats retention. Advocacy drives WOM.
• Retention and advocacy enables acquisition.
• CAX is the competitive advantage.
• Leverage AI for Retention. Your Differentiator.

11. Rx Amplify. GROW.
Focusing on CAX – Retention and Advocacy.
Higher revenues | Subsidized CAC.
Compete better in the market.

12. driving Fanaticism for good.
How to identify, engage, amplify
positive fanaticism?

13. Evoke emotions.
Sharers. Referrers. Complainers.
they care and Act.

14. Fear. Pride. Humour.
emotions drives action.
Identify the right emotion.
Drive FOMO for brand love.

16. Give F**ks
Deep understanding of customers.
Deep personalization with AI.
Power of 1 to 1.