The Most Successful Business Leaders To Watch

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Lay’s:

The Globally Loved Chips Brand with a Sustained Legacy

Exploring The Wonders Of A Central American Gem Co ta Rica

The Role of CONTENT MARKETING in Your Digital Strategy

RUTVI SHETH ADVAIT GREENERGY

The Most

SUCCESSFUL Business Leaders To Watch

DIRECTOR

A Visionary on

A Journey to TRANSFORM AND LEVERAGE

INDIA’S INFRATECH POTENTIAL

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From Editor’s Desk

B

ecoming a successful business leader is a complex and multifaceted process that requires a combination of personal traits, skills, knowledge, and experience. At its core, leadership is about influencing people and organizations towards a common goal or vision, and it requires the ability to make tough decisions, inspire and motivate others, and adapt to changing circumstances.

One of the key traits of successful business leaders is a clear and compelling vision of where they want their organization to go and how they plan to get there. This requires not only a deep understanding of the industry and market trends but also the ability to think creatively and take calculated risks.

Featuring for The Enterprise World’s this issue of The Most Successful Business Leader to Watch Out are the stories of such leaders who are inspiring others.

For the cover story read about-

One such embodiment of transformational leadership is portrayed by Rutvi Sheth (Director of Communications and Public Relations, Advait Infratech Limited/ Advait Greenergy).

Driven by a leadership philosophy that revolves around fostering entrepreneurship, Rutvi’s leadership skills and stewardship have significantly impacted her peers and her organization.

Being at the forefront of Advait Infratech, she constantly fosters a growth mindset and encourages her team to drive constant growth and development.

Visionary Leader Empowering Collaboration and Improvement Rutvi holds an MSc in Strategic Communications from the London School of Economics and Political Science (LSE) where she gained expertise in contemporary communication theories, and a BA in Media Communications from the University of the Arts London. There, she developed her creative and analytical skills in various media forms and platforms.

Passionate about using her media communications expertise to make a positive difference in the world and empower communities with the knowledge and resources needed to transition towards a greener and more sustainable future, Rutvi is eager to learn new skills and advance both personally and professionally. In fact, she also values high performance, continuous improvement, and collaboration.

Shalmali W.

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Follow Us On: For Editorial Concerns: editors@theentetpriseworld.com For Sales & Branding Enquiries: sales@theenterpriseworld.com For Subscription: info@theenterpriseworld.com Publisher The Enterprise World Creative Content Editor

Marketing Coordinator (Apac)

Shalmali W.

Suchita P.

PR & Marketing Coordinator

Business Development Executive

James H.

Prathamesh K.

Creative Design Head

Graphic Designer

Sankalp K.

Aparna S.

Social Media Manager

Digital Circulation Manager

Narendra S.

Amanda V.

This list is NOT a ranking. The companies on listed in magazine serve different aspects of the market, making ranking them in any order except revenue impossible and unfair.

We try to bring a perfect platform for business organization to showcase their valued products/ services.

Copyrights © The Enterprise World | 2019. All Rights Reserved. The images and content included in this magazine should not be copied, transferred or reproduced in any form or by any means, electronics, mechanical, photocopying, recording, otherwise, without proper permission from The Enterprise World.

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One such embodiment of transformational leadership is portrayed by Rutvi Sheth (Director of Communications and Public Relations, Advait Infratech Limited/ Advait Greenergy). Driven by a leadership philosophy that revolves around fostering entrepreneurship, Rutvi’s leadership skills and stewardship have significantly impacted her peers and her organization. Being at the forefront of Advait Infratech, she constantly fosters a growth mindset and encourages her team to drive constant growth and development.

Visionary Leader Empowering Collaboration and Improvement Rutvi holds an MSc in Strategic Communications from the London School of Economics and Political Science (LSE) where she gained expertise in contemporary communication theories, and a BA in Media Communications from the University of the Arts London. There, she developed her creative and analytical skills in various media forms and platforms.

Passionate about using her media communications expertise to make a positive difference in the world and empower communities with the knowledge and resources needed to transition towards a greener and more sustainable future, Rutvi is eager to learn new skills and advance both personally and professionally.

In fact, she also values high performance, continuous improvement, and collaboration.

LEADERS IN SPOTLIGHT

For the cover story read about-

CONTENTS

12

Rutvi Sheth

Exploring the Wonders of a Central American Gem COSTA RICA The Role Of Content Marketing In Your Digital Strategy

lay’s: The Globally Loved Chips Brand with a Sustained Legacy

upshot

22 Article

32 Case Study

38 Review

Hubspot

48

# STORIES TOLD WITH A NEW PERSPECTIVE!

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- Brett Morris General Manager & COO ADMIRALS COVE

COVER STORY 12 | November 2023

RUT VI SHETH A Visionary on a Journey to Transform and Leverage India’s Infratech Potential

ADVAIT GREENERGY

DIRECTOR

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T

oday’s dynamic business environment is driven by uncertainty, demanding leaders to possess the adaptability to thrive amidst many challenges. In these unprecedented and rapidly evolving scenarios, organizations rely heavily on leaders who can walk in pace with trends.

They seek transformational leaders who can navigate challenges effectively and drive the path toward sustainable success, even in adversity. These leaders serve as the guiding force that helps organizations survive and thrive in the volatile landscape of modern business.

One such embodiment of transformational leadership is portrayed

by Rutvi Sheth (Director of Communications and Public Relations, Advait Infratech Limited / Advait Greenergy). Driven by a leadership philosophy that revolves around fostering entrepreneurship, Rutvi’s leadership skills and stewardship have significantly impacted her peers and her organization.

Being at the forefront of Advait Infratech, she constantly fosters a growth mindset and encourages her team to drive constant growth and development.

14 | November 2023

COVER STORY Visionary Leader Empowering Collaboration and Improvement Rutvi holds an MSc in Strategic Communications from the London School of Economics and Political Science (LSE) where she gained expertise in contemporary communication theories, and a BA in Media Communications from the University of the Arts London. There, she developed her creative and analytical skills in various media forms and platforms.

Passionate about using her media communications expertise to make a positive difference in the world and empower communities with the knowledge and resources needed to transition towards a greener and more sustainable future, Rutvi is eager to learn new skills and advance both personally and professionally. In fact, she also values high performance, continuous improvement, and collaboration.

Inspiration behind launching Advait Infratech stems from her father’s legacy, which began 25 years ago. With a background in power transmission and a strong engineering foundation, hailing from the grassroots of Gujarat, her father harbored a deep-seated desire to effect positive change. Thus, he founded Advait Infratech with a resounding vision of empowering people.

Today, Rutvi carries the legacy forward, propelling Advait to greater heights of success. Under her leadership, the company is on a mission to become a prominent market leader in all the domains it operates in, driven by principles of pride, honesty, and a commitment to nation-building. It is also dedicated to propelling the integration of renewable energy and fostering India’s transition toward a sustainable, green economy.

Surpassing Challenges to Reach Greater Heights of Success The company faced several challenges during its inception phase, including brand establishment, industry positioning, and building a skilled workforce. Ensuring workforce performance and acquiring industryspecific talent remained ongoing challenges, critical to shaping the company’s foundation and direction.

These challenges continue to be at the forefront of the company’s early journey, as they are crucial for shaping the foundation and trajectory of our

business. Despite its remarkable progress, Advait Infratech has faced various challenges, the most formidable being the global pandemic, COVID-19. The post-COVID landscape introduced substantial changes, creating new hurdles for the company. Furthermore, dealing with rapid inflation has posed significant ongoing challenges, affecting its operations and long-term planning.

Nevertheless, Advait remains committed to its vision and is determined to surmount these obstacles to continue positively impacting society.

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However, a pivotal growth in Advait occurred around 2019 and in the following years. During this time, there was a notable upsurge in operations as the company embraced an entrepreneurial mindset and aligned with the ‘Make in India’ initiative.

With strong government support, the company prioritized indigenous services over cheaper overseas options.

Today, Advait takes pride in offering the only India-made emergency restoration system, showcasing its dedication to local production and innovation.

Irrespective of the adversities, Advait has achieved numerous accomplishments and triumphed over several hurdles. Since its establishment, the company has undergone remarkable transformations.

In the fiscal year 2021-2022, it achieved substantial financial growth with a 24% increase in revenue, amounting to Rs. 72 crores.

Maintaining a positive EBITDA margin of 14.65% and a robust PAT

16 | November 2023

margin of 9.76% showcased its financial strength. Additionally, the company’s focus on efficient working capital management and cash flow generation through regional and multinational projects has been pivotal.

Moreover, its associate company, TG Advait India Private Limited in which the Chinese company’s stake exists, witnessed a 19% revenue surge, reaching Rs. 78.65 crores, maintaining positive EBITDA and PAT margins.

These statistics represent Advait’s journey of progress, culminating in significant milestones, including branching out, market capture, and expansion into manufacturing and international markets.

Advait has been delivering robust solutions for power transmission, substations, and telecom infrastructure.

While the company believes in nurturing talent, Rutvi believes persistence and determination are the key ingredients–a belief that drove Advait’s inception. Over the last decade, it transitioned from a trading

and consultancy firm to pioneering manufacturing and EPC operations.

With an exceptional team, the company envisions becoming a global leader, enriching lives, and contributing to infrastructure development through sustainable value creation. Its focus spans power transmission, renewable energy, and telecommunication, and its commitment to sustainable, innovative power solutions that reduce carbon footprints.

Advait operates across diverse sectors, providing turnkey telecommunications projects, power transmission and substation installations, marketing and liaison services, and manufacturing products like stringing tools, OPGW, OFC cables, ACS, ERS, and OPGW joint boxes. Committed to sustainability, the company has expanded into green energy. With a steadfast vision to illuminate human existence through green energy, Advait Infratech embarks on a bold journey with Green Hydrogen Projects in partnership with a leading PSU in

COVER STORY Uttarakhand, India, using advanced Electrolyser and Fuel Cell technologies. Additionally, the company has entered the Carbon Market, addressing climate concerns by offering carbon credit consultation services and comprehensive carbon neutrality and net-zero solutions.

which includes products like OPGW, Stringing Tools, OFC cables, ACS, ERS, and OPGW joint boxes, has played a pivotal role in its longstanding success. This approach, combined with a commitment to excellence, has firmly established Advait as a key player in the industry.

Advait’s enduring success is firmly grounded in its dedication to unlocking the immense potential of India’s Infratech sector. In a market supported by government initiatives and operating at an elevated standard, Advait Infratech has made a significant impact by providing sustainable, innovative, and competitive solutions that have positively impacted a million lives. Moreover, the company’s strategic expansion into manufacturing,

For the company, striking a careful balance between innovation and risk and stability and profitability is contingent on astute financial strategies. Having a well-defined vision and rigorously adhering to a strategic roadmap is crucial. Advait’s approach thoroughly evaluates opportunities to ensure they align with long-term objectives. While embracing calculated risk is vital, it exercises caution to avoid excessive expansion

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COVER STORY driven by greed. Moreover, its commitment lies in investing in nurturing emerging talent without compromising quality through costcutting, and the cornerstone of its stability and profitability lies in attracting and retaining top-tier talent.

This dual focus on measured risk and talent development enables the company to maintain an equilibrium between innovation and stability, ultimately ensuring enduring profitability in its enterprise. “In adapting to shifting market conditions and evolving customer needs, we maintain a commitment to innovation and unwavering dedication to our mission,” says Rutvi.

Entrepreneurship as the Core Leadership Philosophy Being at the helm of Advait, Rutvi wears multiple hats and caters to several crucial responsibilities within the organization. She leads the PR and media strategy for a company at the forefront of green energy and sustainability innovation. She also oversees the development, management, and implementation of campaigns that promote the company’s vision, mission, and values, as well as its products and services, across traditional and digital channels.

As a leader spearheading at the forefront, Rutvi adds that identifying and nurturing talent is a dynamic process at Advait. “Our ethos values individual growth and contribution. We prioritize collective progress over personal recognition,” she adds. This approach ensures that the company embodies a culture of continuous development and collaboration. By promoting self-improvement and providing a platform for its people to shine, Advait encourages them to take ownership of their work. “As they thrive, so does our organization,

18 | November 2023

creating a harmonious synergy between individual aspirations and our company’s growth. This philosophy is the backbone of our corporate culture, driving us towards sustainable success,” highlights Rutvi. Advait also acknowledges that individuals bring unique skills, often beyond their assigned roles. For instance, some team members may excel in business development, though they initially applied for different positions.

Moreover, it encourages staff to leverage their strengths while addressing their weaknesses.

During this journey, Rutvi believes mentorship is pivotal. Hence, Advait fosters a culture of appreciation and gratitude through its weekly ‘gratitude day’ where the team members share written praises for one another, and the responses are read aloud. Rutvi affirms that receiving these tokens of appreciation significantly boosts morale and fosters a sense of recognition. She adds, “In personal and professional contexts, mentorship plays a vital role, ensuring individuals feel acknowledged and valued in an increasingly interconnected world.” In addition to her daily responsibilities, Rutvi leverages her strong network of global media contacts and her communication skills to secure positive and impactful coverage for the company and its subsidiary, Advait Greenergy.

Advait Greenergy specializes in providing comprehensive solutions, ranging from manufacturing electrolysers and fuel cells to offering carbon consultancy, climate projects, and carbon neutrality services. This broad expertise allows Advait Greenergy to ensure a seamless transition towards a more sustainable future for its clients. Advait Greenergy's vision is firmly rooted in aspiring to lead the charge in green energy innovation. Their mission entails

harnessing state-of-the-art technology and sustainable methodologies to democratize affordable green energy access, reaching every individual.

Furthermore, the company ardently works towards equipping communities with the necessary knowledge and resources, fostering sustainable and enriched livelihoods.

Enhancing the Nation’s Power Delivery System Essentially, Advait Greenergy engages in various activities focused on clean tech and green energy, including manufacturing electrolyzers and fuel cells, carbon consultancy, climate projects, and carbon neutrality services.

At its core, the company is committed to enhancing the nation’s power delivery system through sustainable, cost-effective, and clean energy solutions. The company’s operations are grounded in integrity and a strong commitment to nation-building. While adapting to changing market dynamics and evolving customer needs, Advait focuses on innovation and its dedication to its mission.

Advait propels its progress through a persistent vision–to bring accessible green energy solutions to all aspects of human life–while its mission extends far and wide, igniting hope and empathy through sustainable energy offerings. In fact, the company has brought about a transformative change in the traditional work landscape, particularly concerning women’s empowerment. Unlike many newer firms, it champions flexibility and inclusivity, actively recruiting individuals from grassroots levels in places like UP and Gujarat. Advait pioneers a new approach that fosters women’s empowerment and challenges conventional workplace norms by breaking free from rigid work constraints and promoting diversity and upward mobility.

Innovation to Thrive in the Face of Rapid Competition To ensure competitiveness and innovation in the industry, Advait adopts a multifaceted approach. The company prioritizes nurturing talent, fostering creativity, and emphasizing persistence and determination. In 2020, it achieved a remarkable milestone when it was listed on the Bombay Stock Exchange’s Main Board, significantly enhancing its operational capabilities. Dedicated to harnessing the vast potential of India’s Infratech industry, Advait thrives in a market boosted by the government.

With a vision to empower a million lives with sustainable solutions, the company has broadened its horizons by venturing into the manufacturing of OPGW, Stringing Tools, OFC cables, ACS, ERS, and OPGW joint boxes, filling a vital industry gap. Under the Make In India initiative, Advait established a cutting-edge lab testing facility and manufacturing plant for stringing tools and ACS wires in Kadi,

Mehsana district, ensuring local market needs are met at minimal production costs without compromising quality. Collaborating with CSIR-SERC, it has developed cost-effective ERS technology for a wide range of transmission lines, meeting international quality standards.

Pioneering Multiple Initiatives with a Multifaceted Approach In addition to the above accomplishments, Advait recently achieved remarkable success by winning a substantial contract from Uttar Pradesh Power Transmission Corporation (UPPTCL), Lucknow, valued at Rs 58.24 crore. This contract, under Package-II, entails the supply, live-line installation, and comprehensive implementation of OPGW and its associated hardware and accessories. The key factors contributing to this achievement include our in-depth expertise in the design, engineering, manufacturing,

testing, and commissioning of OPGW, along with efficient stringing and splicing capabilities.

Also, in partnership with CSIR-SERC, Chennai, the company’s esteemed technology collaborator, it has successfully engineered an affordable Indigenous Emergency Restoration System (ERS). This cutting-edge technology is tailored to serve transmission lines spanning voltage ranges of 33kV to 800kV. Additionally, Advait takes great pride in pioneering this initiative, marking the first-ever indigenous development within the Make-In-India Emergency Restoration System program. The company’s achievement is further underscored by our unwavering commitment to meeting stringent international standards in every aspect of this innovative system. “Today, we take pride in offering the only India-made emergency restoration service, reflecting our commitment to local production and innovation,” concludes Rutvi.

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22 | November 2023

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INTRODUCTION Welcome to the world of natural beauty, rich culture, and abundant biodiversity—a world known as Costa Rica. In this article, we'll explore why this small country is special. We invite you to join us in an exploration of the countless riches that make this place a really attractive location.

This central American country is known for its beautiful landscapes, magnificent beaches where the water meets the land, and lush woods teeming with rare creatures and vegetation. It's like stepping into paradise.

What's even more impressive is how this country makes money in a way that doesn't harm the environment. They use clean and green energy sources, which means they take good care of nature. It's a place where modern life and nature coexist in harmony.

So, if you are a wanderer seeking new experiences, a cultural enthusiast ready to learn new things, or someone who wants to unwind on a beautiful beach, then this place has something for you. Let's read further about this extraordinary location, where simplicity and elegance combine to create one of the best experiences.

24 | November 2023

Geography and Biodiversity: A Natural Paradise Ÿ A sandwiched land - Costa Rica is a land sandwiched between the Pacific Ocean and the Caribbean Sea, providing different beaches and a tropical environment ideal for outdoor activities all year. This little country is located in the heart of Central America, which has a stunning geographical tapestry that's sort of breathtaking. Ÿ Blessed with nature - In Costa Rica, the environment is a living tribute to the craftsmanship of nature. A varied range of habitats is created by lush rainforests, towering volcanoes, and foggy cloud forests.

It's a site where you may spend one day exploring vibrant coral reefs, hiking through lush rainforests, and witnessing the captivating dance of hummingbirds.

Costa Rica's natural marvels are designed to be explored, rather than just admired. Tourists from all over the world visit this magical land to enjoy its unique sights and activities.

Adventurous Coast - If you're looking for adventure, Costa Rica gets you covered. Surfers enjoy the waves at Playa Tamarindo, zip-liners fly over the jungle canopy, and climbers reach the Arenal Volcano's top. A visit to Tortuguero National Park provides wildlife fans with the opportunity to

see sea turtles breeding along the beach, which is an incredible sight.

Ecotourism - Ecotourism is a cornerstone of Costa Rica's tourism business. From the foggy heights of Monteverde to the variety of Manuel Antonio National Park, visitors may immerse themselves in unspoiled natural beauty. Birdwatching is especially popular, with toucans, quetzals, and parrots lending brilliant splashes of color to the surroundings.

Ÿ Cloud Forest Reserve - The Monteverde Cloud Forest Reserve, with its mysterious mist and verdant canopy, shows the country's dedication to protecting its natural heritage. Corcovado National Park, located on the Osa Peninsula, is widely regarded as one of the most biodiverse areas on the planet.

Jaguars, tapirs, and scarlet macaws thrive in their native habitats nearby.

Tourism and Natural Wonders: A Paradise for Explorers

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tropical fruits. Try the sweet and juicy mangoes, pineapples bursting with flavor, and papayas that taste like sunshine. They make refreshing snacks and delightful additions to meals.

Seafood by the Coast - If you're near the coast, seafood is a must-try. Freshly caught fish, shrimp, and lobster are often grilled or prepared with zesty sauces. It's a taste of the ocean on your plate.

In this segment, you are going to explore some of the best coastal food varieties in the world:

Tamales - These are like little pockets of happiness. Tamales are made from corn dough stuffed with tasty fillings like chicken, pork, or vegetables, wrapped in banana leaves, and steamed to perfection. They are a special treat, especially during holidays.

Fresh Coconut Water - When you're walking on the beach, you might come across vendors selling fresh coconuts.

They will chop one open for you, and you can sip on the cool, sweet coconut water inside. It's nature's own refreshing drink.

Empanadas - A crispy, golden pastry filled with savory ingredients.

Empanadas are a popular snack in Costa Rica. You can find them with various fillings like cheese, beef, or beans.

Tropical Fruits Galore - In Costa Rica, you can find a rainbow of

Salsa Lizano - This is a special sauce you'll find on many Costa Rican tables.

It's a bit sweet, a bit tangy, and adds a

26 | November 2023

special kick to your meals. Locals love to drizzle it on everything from rice to beans.

Artisanal Ice Cream - Cool down with some handmade ice cream. Costa Ricans take pride in crafting unique flavors like blackberry and guanabana.

It's a delightful treat on a hot day.

Chocolate Tours - Did you know that Costa Rica grows some amazing cacao beans? Take a chocolate tour and learn how chocolate is made, from bean to bar. And, of course, you get to taste the delicious results.

Casado and Gallo Pinto - Cuisine in Costa Rica is kind of a delicious story that tells you about its culture and past.

One of the famous dishes here is called "Gallo Pinto." It's a mix of rice and beans, and people eat it a lot. They often have it with eggs, cheese, and tortillas. Another yummy meal is called "Casado." It's a big plate with rice, beans, meat or fish, and sweet plantains. It's so tasty and filling!

Costa Rica, with its stunning beaches, lush jungles, and rich culture, is a dream destination for many. But before you can dive into the wonders this country has to offer, you need to know how to get there and where to stay. Here we will provide you with a brief guide. Ÿ Getting to Costa Rica By Plane - The easiest way to reach this country is by flying into one of its international airports.

The two main airports are: Ÿ Juan Santamaria International Airport (SJO) - Located in the capital city of San Jose, this is the largest and busiest airport. It's a great choice if you plan to explore the Central Valley or head to the Pacific coast. Ÿ Daniel Oduber Quirós International Airport (LIR) - Situated in Liberia, this airport is closer to the beautiful Guanacaste region and the Pacific beaches.

Visa Requirements - Before you book your flight, make sure to check if you need a visa to enter Costa Rica. Many countries, including the United States, Canada, and European Union nations, don't require a visa for stays of up to 90 days for tourism purposes. However, it's essential to verify this information based on your nationality.

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Ÿ Culture - Costa Rica's culture is as varied and rich as its natural beauty. It is a nation that is proud of its indigenous roots and historical ties to Spain. But what actually distinguishes Costa Rican culture is the kindness of its people, known as Ticos and Ticas. Ÿ Ticos and Ticas - Ticos and Ticas are known for their friendliness and kindness. They welcome guests and are eager to share their traditions and beliefs. From lively celebrations such as "Fiestas Palmares" to traditional dances such as "el Punto Guanacasteco," Costa Rica's cultural tapestry is woven with vibrant strings of joy and camaraderie. Ÿ Pura Vida - "Pura Vida" is a word that captures the Costa Rican spirit. It translates to "pure life" and is used to convey a cheerful attitude about life, especially when faced with difficulties. Pura Vida is a style of life that stresses gratitude, contentment, and appreciation for simple pleasures.

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A land where Nature and Culture Thrive Costa Rica, where nature and culture thrive with its unique geography, diverse culture, and commitment to sustainability, is not just a destination; it's an invitation to explore, experience, and embrace the beauty and richness of life.

As we've journeyed through the wonders of Costa Rica, we've discovered a nation that values its natural heritage, embraces diversity, and welcomes visitors with open arms. Costa Rica is a testament to the power of a growth mindset—a mindset that has enabled this nation to thrive, adapt, and lead the way in sustainability and well-being.

So, whether you're an intrepid explorer, a culture enthusiast, or simply seeking a taste of pure life, this town invites you to immerse yourself in its vibrant tapestry of culture, nature, and adventure.

In short, this article is an imaginary tour of Costa Rica. where you have explored its local food, culture, geographic diversity, and treasures. This is the time to plan your vacation to Costa Rica. Come, explore this gem, and let the wonders of Costa Rica leave an indelible mark on your heart and soul.

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VIDEO INTERVIEW’S

In Conversation with Thomas L. Hager | Lenovo | The Enterprise World - To Watch Click Here.

Thomas L. Hager- Mastering the Dynamic Marketplace to Achieve Global Success Navigating the rapidly evolving market landscape requires business leaders to employ innovative strategies that keep pace with change. As the market dynamics shift swiftly, business leaders must stay agile and proactive in their approach to remain competitive.

Embracing innovative strategies becomes paramount to not only survive but also thrive in a fast-changing marketplace.

Innovation serves as a powerful tool for business leaders to differentiate themselves from the competition, seize emerging opportunities, and anticipate customer needs. By fostering a culture of creativity and encouraging out-of-the-box thinking, organizations can unleash the potential for groundbreaking ideas and solutions.

Adopting innovative strategies requires a willingness to challenge conventional practices, be inquisitive, take calculated risks, and adapt quickly to changing customer demands.

Successfully navigating the fast-changing marketplace demands, a relentless pursuit of innovation and a willingness to embrace change, Thomas L. Hager, Vice President Financial Services - Global Accounts, Lenovo is setting the benchmark of thought leadership.

Featuring for The Enterprise World's this issue of The Most Successful Business Leaders to Watch Out For is his story.

Thomas's Stellar Journey “As a leader, I want to provide a purpose for everybody, and what we are working for.”

Born and raised in Germany, Thomas has a Ph.D. from Mexico State University in Rhetoric in Professional Communication. His Dissertation Thesis was completed whilst working at IBM, on Knowing the Users of a Corporate Web Site: Gaining a Sense of Audience in a New Medium.

Read More From The Enterprise World...

The Role Of Content Marketing In Your Digital Strategy In the vast digital landscape, where competition for attention is fierce, businesses are continuously searching for effective ways to stand out and engage with their target audience. One strategy that has proven to be a game-changer in the digital realm is content marketing. With its ability to captivate, inform, and connect, content marketing plays a vital role in shaping a successful digital strategy.

At its core, content marketing is about more than just selling products or services. It's about building relationships, providing value, and establishing trust with your audience. By creating and distributing valuable, relevant, and compelling content, businesses can connect with their target audience on a deeper level and differentiate themselves from the noise.

The Benefits of Content Marketing Through well-crafted content, businesses can address the pain points, interests, and needs of their target customers. By providing informative and engaging content, businesses can position themselves as trusted sources of knowledge, creating a sense of credibility and expertise. This not only establishes brand authority but also fosters a loyal community of customers who see value in the content provided.

32 | November 2023

Along with that, content marketing allows businesses to humanize their brand and create a genuine connection with their audience. By adopting a conversational and authentic tone in their content, businesses can establish an emotional connection and build trust with their customers. This helps to differentiate the brand from competitors and fosters a sense of loyalty and affinity among the target audience.

The importance of creating valuable content cannot be overstated. In a crowded digital landscape, businesses and individuals alike must strive to stand out by offering content that adds genuine value to the lives of their target audience. Valuable content not only meets the needs and desires of the audience but also exceeds their expectations, leaving them wanting more.

Content marketing offers numerous benefits for businesses looking to enhance their digital strategy. It helps:

To succeed in content marketing, it is essential to create content that provides value to your target audience. This involves:

1. Increase Brand Visibility

Researching Your Audience

By consistently delivering high-quality content, businesses can increase their online presence, visibility, and reach.

Understanding your target audience's needs, preferences, and pain points is crucial. Conduct thorough research to identify their interests, challenges, and the type of content they engage with the most.

2. Drive Traffic to Websites Engaging content attracts organic traffic to websites, improving search engine rankings and generating valuable leads.

3. Establish Thought Leadership Producing valuable and insightful content positions businesses as industry thought leaders, enhancing their authority and reputation.

4. Boost Customer Engagement

Developing a Content Strategy Based on your audience research, create a comprehensive content strategy that aligns with your business goals. Determine the types of content you will create, the channels you will use, and the frequency of content publication.

Crafting Compelling and Informative Content

Interactive and shareable content encourages audience participation, fostering meaningful interactions and social sharing.

Focus on creating content that educates, entertains, or solves a problem for your audience. Make it engaging, easy to read, and visually appealing. Use storytelling techniques to capture attention and maintain interest.

5. Enhance Customer Trust

Targeting the Right Audience

Providing valuable and relevant content builds trust with customers, leading to higher brand loyalty and repeat purchases.

According to Ken Savage, businesses must understand that not all individuals are their ideal customers, and success lies in identifying and reaching those who are most likely to resonate with their brand, products, or services. Effective audience targeting allows businesses to tailor their marketing efforts, deliver relevant messages, and build meaningful connections with the people who matter most.

6. Support SEO Efforts Well-optimized content helps businesses rank higher in search engine results, driving organic traffic and improving visibility.

Creating Valuable Content In an era where information overload is a constant challenge, creating valuable content has become a crucial element in capturing and retaining the attention of audiences. Valuable content goes beyond mere words on a page or a screen—it provides meaningful insights, educates, entertains, and leaves a lasting impact on the reader. It is the cornerstone of effective communication, brand credibility, and audience engagement.

Targeting the right audience involves a strategic approach to defining and understanding the characteristics, preferences, and behaviors of the ideal customer. By conducting thorough market research and leveraging data-driven insights, businesses can gain valuable knowledge about their target audience's demographics, psychographics, interests, and pain points.

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Identifying and targeting the right audience is crucial for the success of your content marketing efforts. This involves: Defining Buyer Personas Develop detailed buyer personas that represent your ideal customers. Consider demographics, interests, pain points, and motivations to create targeted content that resonates with them.

Conducting Keyword Research

audience. When a brand is perceived as an authority, it becomes the go-to resource for information, guidance, and solutions in its industry. This status not only attracts customers but also cultivates a loyal following of individuals who trust the brand's expertise and rely on its offerings.

Content marketing is an effective tool for establishing brand authority. Follow these strategies to build trust and authority within your industry: Thought Leadership Content

Perform keyword research to understand the search terms your audience uses when looking for information related to your industry or products. Incorporate these keywords strategically in your content to improve search engine visibility.

Produce thought-provoking and insightful content that showcases your expertise and industry knowledge. This positions your brand as a trusted source of information and builds credibility.

Optimizing Content for Search Engines

User-Generated Content

Search engine optimization (SEO) plays a vital role in content marketing. Follow these best practices to optimize your content for search engines:

Encourage user-generated content, such as customer testimonials, reviews, and case studies. This demonstrates social proof and further enhances your brand authority.

Keyword Optimization

Collaborations and Partnerships

Include relevant keywords naturally in your content, including headings, subheadings, and meta tags. However, ensure that the content flows naturally and is not overoptimized.

Collaborate with industry influencers, experts, or complementary businesses to create joint content or host webinars and podcasts. This association enhances your brand's credibility and expands your reach.

High-Quality Backlinks

Engaging with Your Audience

Obtain high-quality backlinks from reputable websites to improve your content's credibility and search engine rankings. Guest posting and influencer collaborations are effective ways to acquire backlinks.

Engagement is key to maintaining a strong connection with your audience. Employ these strategies to foster engagement:

Mobile-Friendly Design Optimize your website and content for mobile devices to enhance the user experience. Mobile-friendly websites are favored by search engines and provide a better browsing experience for your audience.

Building Brand Authority Brand authority goes beyond recognition and visibility—it is the perception of a brand as a trusted, knowledgeable, and influential source within its industry. By building brand authority, businesses can differentiate themselves, gain customer trust, and position themselves as leaders in their respective fields.

Brand authority is built upon a foundation of expertise, credibility, and consistent delivery of value to the target

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Social Media Interaction Respond to comments, messages, and mentions on social media platforms promptly. Engage in conversations, answer questions, and address concerns to show that you value your audience's opinions and feedback.

Interactive Content Create interactive content, such as quizzes, polls, and surveys, to encourage audience participation. This not only increases engagement but also provides valuable insights into their preferences and opinions.

Email Marketing Use personalized and targeted email campaigns to nurture relationships with your audience. Provide exclusive content, offers, and updates to keep them engaged and informed.

Measuring Content Marketing Success Measuring the effectiveness of your content marketing efforts is essential for optimizing your strategy. Consider the following metrics: Website Traffic Analyze the amount and sources of traffic your content generates. Track the number of unique visitors, page views, and the time visitors spend on your website.

Conversion Rates Measure the percentage of visitors who take desired actions, such as making a purchase, subscribing to a newsletter, or filling out a contact form. This helps gauge the effectiveness of your content in driving conversions.

Social Engagement Monitor the number of likes, shares, comments, and mentions your content receives on social media platforms. This indicates the level of engagement and audience interest.

Integrating Content Marketing with Other Strategies Content marketing, at its core, revolves around creating and distributing valuable and relevant content to attract, engage, and retain a target audience. It focuses on building relationships, establishing brand authority, and providing value to customers. However, when content marketing is integrated with other strategies, it becomes even more impactful, amplifying its benefits and expanding its reach.

Moreover, integrating content marketing with SEO strategies can significantly boost organic visibility and search engine rankings. When content is optimized with relevant keywords, structured data, and other SEO techniques, it becomes more discoverable by search engines and attracts organic traffic. Valuable and optimized content not only provides value to readers but also improves a website's authority and relevance in the eyes of search engines, leading to higher rankings and increased visibility.

To maximize the impact of your digital strategy, integrate content marketing with other key strategies: Social Media Marketing Promote your content on social media platforms to reach a wider audience and drive traffic to your website. Leverage social media advertising to amplify the reach of your content.

Search Engine Marketing Combine content marketing with search engine marketing (SEM) to increase your online visibility. Use targeted keywords in your SEM campaigns to drive traffic to specific landing pages or blog posts.

Influencer Marketing Collaborate with industry influencers to leverage their reach and credibility. They can help amplify your content and expose your brand to a wider audience.

The Future of Content Marketing Content marketing is an ever-evolving field, and it is essential to stay abreast of the latest trends and technologies. Some emerging trends in content marketing include: Interactive and Immersive Content Augmented reality (AR), virtual reality (VR), and interactive videos are gaining popularity, offering more engaging and immersive content experiences.

Voice Search Optimization With the rise of voice assistants like Siri, Alexa, and Google Assistant, optimizing content for voice search queries will become increasingly important.

Artificial Intelligence (AI) AI-powered tools can help automate content creation, personalization, and distribution, enabling marketers to deliver highly targeted and relevant content at scale.

Conclusion Content marketing plays a pivotal role in a comprehensive digital strategy. By creating valuable, engaging, and optimized content, businesses can attract their target audience, build brand authority, and foster long-term customer relationships.

Incorporate content marketing into your overall strategy, and embrace the evolving trends to stay ahead in the digital landscape.

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As PepsiCo has taken Lay’s under its wings, the potato chips brand has succeeded in dominating the chips market since 1940. 83 years and counting, the brand is loved by all ages of the population globally. As years went by, Lay’s stood with its head held high in the list of the best potato chips ever.

In settings like friends’ get-togethers, or house parties, these days, a packet of chips opens up without any doubts. A favorite snack of all, it is the most common chips brand that exists globally. Its crunchy sound due to the big size, is the main highlight which gives the consumers a feel of having chips. The taste is so tempting, that you cannot have just one. It stands by their slogan which is “Betcha Can’t Eat Just One”. Try it for yourself!

Named after the surname of founder Herman Lay, the brand’s main agenda is to be available globally at every nook and corner. With 200 flavors in total, the distribution of the same is implemented regionwise. Flavors from barbeque chips to lemon-flavored chips to cream and onion ones, the diverse options have been curated after a deep and considerable amount of constant research. Good taste with quality was the main agenda when it conducted the research and surveys. Lay’s has a legacy of onboard global celebrity figures as its brand ambassadors.

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Case Study How it became the best potato chips brand: Do Us a Flavor Campaign: PepsiCo launched this campaign in July 2012 at Times Square by establishing a temporary store and merchandising its 22 Lay’s Chips flavors. The idea was a huge hit on Facebook. They created a Facebook Page that allowed people to share their proposals for the new flavor they’ve thought of.

PepsiCo partnered with Facebook to replace the “Like” button with the “I’d Eat That” button for some time.

Celeb endorsements & event sponsorships: From Alia Bhatt, Ranbir Kapoor, Juhi Chawla, Parineeti Chopra, Ronaldo, and Wasim Akram all of them have endorsed Lay’s potato chips some time or the other.

Controversy faced: The famous controversy of the brand where the brand sued a number of Indian farmers, claiming they had

grown a potato variety FC5 which only Lay’s had a patent to cultivate. Later it so happened, that the Indian Law doesn’t grant any Intellectual Protection Rights to seeds of plants. Resulting in the case was dismissed by the Indian Supreme Court when a number of supporters came in favor of the Indian farmers. A number of social activists, especially women came forward to support the farmers. In response, PepsiCo filed a revocation of the patent against the farmers and the women who were in support of the farmers. The Delhi High Court did not feel the need to address the accusations of public interest violation by PepsiCo. Later, PepsiCo removed all the lawsuits against the farmers and encouraged a peaceful environment.

Impulsive ad campaigns : Lay’s Gourmet: Lay’s amalgamated with the Bollywood actor, Saif Ali Khan, to endorse the royal segment Lay’s Gourmet. A perfect celeb to select for a new segment. As

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everyone knows Saif Ali Khan is the royal heir of the Pataudi castle. Lay’s has mindfully onboarded him into their TVC. The brand claims that it started a gourmet segment to introduce its slow-cooked, elegant, and rich crunched bite. So no better choice other than on-boarding the Nawab of Bollywood, isn’t it? To depict the regalness and the rich heritage of both the Pataudi Nawab and their own flavor of their gourmet segment, Lay’s formulated an ad keeping in mind a similar regard.

Passport to Flavor: In this campaign, Lay’s offered four delicious new flavors to customers with a chance to win some travel-related prizes or trips to exotic destinations. Flavors introduced were Brazilian, Chinese, Greek, and Indian. In the respective regions, these flavors were a hit and widely accepted by people. Customers were invited to try these flavors and given opportunities to win a chance to visit these countries. It naturally brings the world together and guides us to explore the flavors that are specific to a single continent or a country, others get a chance to experience the taste of diverse flavors.

Taste of America: In anticipation of targeting millennials, Lay’s Potato Chips started 8 new flavors. As to creating excitement and curiosity, the potato chips brand targeted the youth who visit food festivals often. Introducing these flavors as a limited-edition segment, they also used “Fear Of Missing Out” (FOMO) as a shield. The youth are always on the lookout for something new and like to explore the same.

They were also allowed to share the images of the product on their own social media handles while tagging Lay’s chips.

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Case Study

Happiness is Simple: This ad campaign of Lay’s meant spreading smiles and happiness.

The company requested its customers to send photos of themselves holding the packet such that it depicts the customer as smiling. The smiling image was already imprinted on the packet itself. A charming initiative by Lay’s to engage the customers, as the brand decided to share these photos via a photo montage on the website. A simple message is that the brand spreads happiness as it is consumed when the environment is happy and cheerful.

SNACKY COMPETITOR’S WAITING IN LINE: Dorito’s: Among the competitors of Lay’s Chips, Dorito’s is a tortilla chip brand by PepsiCo. As the brand is always finding opportunities for spreading happiness, it established a manufacturing unit in the “happiest place on earth”, Disneyland. A ready-to-eat food item, it always tops the preferences of the audience, after Lay’s.

It has created a craze amongst the general public, as it is the first choice of people.

Pringles: This one is an American chip brand, which was sold in over 140 countries, owned by Kellogg’s. Founded in 1967, it was marketed by the famous Procter & Gamble (P&G) in the United States but was later sold to Kellogg’s in around 2012. The brand also faced the situation of customers complaining of air in the packet, head-on. The brand explained the need to do so at their end, to maintain the quality and the crunch of the chips.

Nestle:

Kellogg's:

Nestle has a wide range of products, from, coffee, tea, baby food, and dairy products, and much more. The brand operates in 194 countries with factory setups numbering up to 450. It employs 3,39,000 people for smooth functioning. Operation management is also a huge win-win for the brand. The most famous product Maggi has topped the charts of the quickest recipe. With its wide variety of other products, Nestle is the most loved competitor of the Lay’s potato chips brand.

Kellogg’s is again, similar to Nestle, a multipleproducts company, based in the United States.

Recognized as the world’s largest cereal company, the brand has crossed more than $ 15 billion worth of sales. It is considered the world’s second-largest manufacturer of savory snacks, cookies, and crackers. As cereal is the most loved breakfast in the United States, the brand is the largest producer of the same and still remains at the top of the list, while being a competitor for Lay’s potato chips too.

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Lay’s Logo:

Meaning:

The logo of Lay’s Chips represents energy, power, and passion. It instigates and generates a feeling of temptation and hunger. It is a psychological trick played by many brands in the food and beverage industry. Also, the packaging of Lay’s potato chips is colorful, with one color for each flavor. The brand has redesigned its logo several times before in order to attract prospects and existing audiences. In the logo, the name of the founder Herman Lay remains as it is, due to the popularity of the brand. The gradient yellow-orange circle symbolizes the sun and potato.

The brightness of the logo represents a happy life, a productive life, and stability as the logo has undergone a lot of small changes, without changing the main theme. All this represents a crisp, well-made, and appetizing snack. In front of the yellow circle is the red banner with a white inscription, which draws most of the attention. The use of the rich colors and the emblem made as a whole form the logo in totality.

Who made the logo?

A firm called Landor Associates created the logo first for Frito Lay, it was made by one of the staff members. The yellow ball and a red ribbon began to be used in 1997, the first time the logo was used. Frito Lay had a similar logo at that time which was refined and a bit modified for Lay’s. So, it is safe to say that the logo was made by Landor associates.

LAY’S STATS TO LOOK FOR: Annual Turnover:

1.2 Billion USD

Annual Revenue:

800 Million USD

Sold in a total number of Countries:

200

Brand Value:

$8.6 Billion

Number of Employees:

60,000

Market Cap:

$222.8 Billion

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Case Study CONCLUSION: Lay’s is a globally popular brand that is on the conscience of people when they have to gather together. It is the trendsetter in the potato chips category. As in today’s times it is the original snack and will always be. A lot of new brands started coming up after it made its entry into the market. As it is looked up as an unhealthy snack item, the company introduced a new gourmet segment, wherein its chips are baked not fried, which makes it healthier to consume. A few incidences like boycotting the snack have happened in yesteryears, so it has become alert on that front. Being the brand that serves chips in multiple countries, it continues to innovate and carries on its research.

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