Advertising and Promotion of Different FMCG Brands in India

Expansion & Promotion Strategies of different FMCG brands in India
Expansion & Promotional Strategies of different FMCG Brand in INDIA
Index
Contents
Introduction Sales Promotion ! Ponds Case Ma#or met$ods of Ad%ertising 'ural Promotion and Ad%ertising ! )iger Biscuit and Parac$ute Case Promotional acti%ities in *++, -./ 0-industan .nile%er /td12 GCP/ 0Godre# Consumer Pri%ate /td12 Segment ! 5'A/ CA'E ! Colgate ! Pepsodent ! Close up ! Ba6ool ! Anc$or 7$ite Segment ! S5APS ! Do%e ! /ife6uo8 ! Dettol ! /ux ! Medimix ! Cint$ol Segment ! 7AS-ING P57DE'S ! Surf excel ! Nirma Fair and lo%el8 I)C Biscuits Cornetto Ice cream Axe Deodrant
Page no.
" & ( , 3* 34 34
, 44 4( 4, 4,
Introduction
)$e fast mo%ing consumer goods 0FMCG2 sector is also a rapidl8 e%ol%ing one9 :$ere companies $a%e to literall8 ;mo%e fast< to ensure t$e8 are a$ead of t$e competition1 7$ile ad%ertising and promotion costs are $ig$9 companies $a%e to fre=uentl8 launc$ ne: products to expand t$eir mar>et s$are1 /eading FMCG pla8ers $a%e a %ast portfolio of products and 6rands t$at >eeps gro:ing 68 t$e da81 )$e Indian financial 8ear starts in April :$ile as t$e pea> consumption season ! 6ot$ for agricultural and consumer products in India is in t$e post!monsoon p$ase 6eginning 5cto6er1 )$is also coincides :it$ t$e festi%e season and manufacturers and retailers come out :it$ se%eral attracti%e offers and sc$emes for consumers1 'ural India is flus$ :it$ cas$ follo:ing t$e monsoon9 and consumers are inclined to spend a great deal more during t$is period1 For man8 FMCG companies a large c$un> of t$eir re%enues ! up to a6out &+ per cent ! comes from ne: product launc$es1 Companies li>e Da6ur9 I)C9 Britannia Industries9 Nestle and Amul are among t$ose9 :$ic$ are currentl8 un%eiling do?ens of ne: products in time for t$e pea> consumer season1 /eading FMCG firms li>e -./9 I)C9 Nestle9 Procter & Gam6le and GlaxoSmit$@line -ealt$care ! :$ic$ account for almost A+ per cent of FMCG re%enues in t$e countr8 ! spend almost 3+ per cent of t$eir turno%er on ad%ertising and 6rand promotion1 )$e8 also focus a great deal on ne: product launc$es1 7it$ gro:ing competition in t$e sector9 it is natural t$at ad spends >eep rising1 .nli>e t$e manufacturing sector9 FMCG is not capital!intensi%e9 6ut expenditure on promotions and 6randing is $uge1 FMCG pla8ers also $a%e to di%ersif8 into ot$er su6!sectors to ensure continuous gro:t$1 For instance9 leading companies are no: 6ris>l8 expanding t$eir presence in t$e 6a>er8 segment9 en$ancing t$eir product portfolios 68 launc$ing ne: 6rands1 I)C9 Britannia Industries9 Amul and e%en a relati%el8 smaller pla8er li>e Gu#arat!6ased 'asna9 are currentl8 un%eiling ne: campaigns relating to t$eir 6a>er8 product launc$es1 )$e promotion strateg8 includes t8ing up :it$ top Boll8:ood actors and ot$er cele6rit8 6rand am6assadors9 6esides going in for $ig$!profile launc$es at leading retail malls and outlets1 'ural mar>eting is t$e muc$ tal>ed su6#ect for t$e 6usiness esta6lis$ment1 A decade ago rural mar>et :as seem to 6e unstructured and t$is :as not found to 6e a target location of t$e corporate1 )$is is due to t$e $urdles suc$ as illiterac89 lac> of tec$nolog8 and ot$er factors leading to t$e poor reac$ of products1 But no: BGo 'uralC is t$e slogan of mar>eting gurus after anal8?ing t$e socio economic c$anges in %illages1 7it$ t$e c$anging mar>eting scenario9 t$e corporate mar>eting strategies need to 6e res$aped in order to $a%e an increased a:areness among consumers and t$e o%erall de%elopment in t$e rural sector1 )$e 4 P<s of rural mar>eting :$ic$ is a $it in t$e cities mig$t not :or> in t$e rural areas1 )o promote 6rands in rural mar>ets re=uire special dealings1 Consumers $a%e graduated to 6randed products :it$ increased afforda6ilit8 as a result of increasing rural income1 'ural mar>et is one of t$e 6est opportunit8 for sector in India1 In t$is stud8 t$e focusing is on t$e strategic issues of FMCG companies in rural mar>eting1
Sales Promotion
A sales promotion strateg8 is an acti%it8 t$at is designed to $elp 6oost t$e sales of a product or ser%ice1 )$is can 6e done t$roug$ an ad%ertising campaign9 pu6lic relation acti%ities9 a free sampling campaign9 a gift campaign9 a trading stamps campaign9 t$roug$ demonstrations and ex$i6itions9 t$roug$ pri?e gi%ing competitions9 t$roug$ temporar8 price cuts9 and t$roug$ door!to!door sales9 telemar>eting9 personal sales letters9 and emails1 )$e importance of a sales promotion strateg8 cannot 6e underestimated1 )$is is 6ecause a sales promotion strateg8 is important to a 6usiness 6oosting its sales1 7$ile de%eloping a sales promotion strateg8 for t$e product it is important to >eep t$e follo:ing points in mind! Consumer attitudes and 6u8ing patterns9 Brand strateg89 Competiti%e strateg89 Ad%ertising strateg89 and ot$er external factors t$at can influence 8our products9 a%aila6ilit8 and pricing1
Sales Promotion strategies

)$ere are t$ree t8pes of sales promotion strategiesD 3D!A pus$ strateg8 *D!A pull strateg8 or D!A com6ination of t$e t:o A Epus$E sales promotion strateg8 in%ol%es Epus$ingE distri6utors and retailers to sell 8our products and ser%ices to t$e consumer 68 offering %arious >inds of promotions and personal selling efforts1 )$e 6asic o6#ecti%e of t$is strateg8 is to persuade retailers9 :$olesalers and distri6utors to carr8 8our 6rand9 gi%e it s$elf space9 promote it 68 ad%ertising9 and ultimatel8 Epus$E it for:ard to t$e consumer1 )8pical pus$ sales promotion strategies includeF 6u8!6ac> guarantees9 free trials9 contests9 discounts9 and specialt8 ad%ertising items1
For Example: Ponds Cold Creams Pond<s offer different cas$ discounts to t$e retailers for different =uantities1 *G discount on 3++++ Purc$ase G discounts on 3"+++ 4G discount on *"+++ or Ponds offer A PHC #ar Free on Purc$ase of 3++ 03++gm2 Cold Cream1 A EpullE sales promotion strateg8 focuses more on t$e consumer instead of t$e reseller or distri6utor1 )$is strateg8 in%ol%es getting t$e consumer to EpullE or purc$ase t$e ProductIser%ices directl8 from t$e compan8 itself1 )$is strateg8 targets its mar>eting efforts directl8 on t$e consumers :it$ t$e $ope t$at it :ill stimulate interest and demand for t$e product1 )$is pull strateg8 is often used :$en distri6utors are reluctant to carr8 or distri6ute a product1 For Example: Ponds offer lo: introductor8 prices to t$e customers li>e in case of t$eir ne: product AGE MI'AC/E9 )$e8 gi%e some complementar8 gifts1 A Ecom6inationE sales promotion strateg8 is #ust t$atF it is a com6ination of a pus$ and a pull strateg81 It focuses 6ot$ on t$e distri6utor as :ell as t$e consumers9 targeting 6ot$ parties directl81 It offers consumer incenti%es side 68 side :it$ dealer discounts
"
Advertisement
Ad%ertising is t$e means of informing as :ell as influencing t$e general pu6lic to 6u8 products or ser%ices t$roug$ %isual or oral messages1 A product or ser%ice is ad%ertised to create a:areness in t$e minds of potential 6u8ers1 Some of t$e commonl8 used media for ad%ertising are )1H19 radio9 :e6sites9 ne:spapers9 maga?ines9 6ill!6oards9 $oardings etc1 As a result of economic li6erali?ation and t$e c$anging social trends ad%ertising industr8 $as s$o:n rapid gro:t$ in t$e last decade1 Ad%ertising is one of t$e aspects of mass communication1 Ad%ertising is actuall8 6rand!6uilding t$roug$ effecti%e communication and is essentiall8 a ser%ice industr81 It $elps to create demand9 promote mar>eting s8stem and 6oost economic gro:t$1)$us ad%ertising forms t$e 6asis of mar>eting1
Major methods for advertising

E-mail messages: )$ese can 6e :onderful means to getting t$e :ord out a6out
t$e 6usiness1 In t$is :e design a e!mail soft:are to include a Jsignature lineJ at t$e end of eac$ of our e!mail messages1 Man8 e!mail soft:are pac>ages :ill automaticall8 attac$ t$is signature line to our e!mail9 if :e prefer1
Maga ines: Maga?ines ads can get =uite expensi%e1 Find out if t$ereEs a maga?ine t$at
focuses on 8our particular product1 If t$ere is one9 t$en t$e maga?ine can 6e %er8 useful 6ecause it alread8 focuses on 8our mar>et and potential customers1
!e"spapers: Almost e%er8one reads t$e local9 ma#or ne:spaper0s21 Kou can get
8our 6usiness in t$e ne:spaper 68 placing ads9 :riting a letter to t$e editor or :or>ing :it$ a reporter to get a stor8 :ritten a6out 8our 6usiness1
#adio announcements: A ma#or ad%antage of radio ads is t$e8 are usuall8

c$eaper t$an tele%ision ads9 and man8 people still listen to t$e radio9 or example9 :$en in t$eir
&
cars1 Ads are usuall8 sold on a pac>age 6asis t$at considers t$e num6er of ads9 t$e lengt$ of ads and :$en t$e8 are put on t$e air1 1 A ma#or consideration :it$ radio ads is to get t$em announced at t$e times t$at 8our potential customers are listening to t$e radio1
$elevision ads: Man8 people donEt e%en consider tele%ision ads 6ecause of
t$e impression t$at t$e ads are %er8 expensi%e1 )$e8 are more expensi%e t$an most of ma#or forms of ad%ertising1 -o:e%er9 :it$ t$e increasing num6er of tele%ision net:or>s and stations9 6usinesses mig$t find good deals for placing commercials or ot$er forms of ad%ertisements1 )ele%ision ads usuall8 are priced :it$ similar considerations to radio ads9 t$at is9 t$e num6er of ads9 t$e lengt$ of ads and :$en t$e8 are put on t$e air1
%e& Pages: Kou pro6a6l8 :ould not $a%e seen t$is means of ad%ertising on a list of
ad%ertising met$ods if 8ou $ad read a list e%en t:o 8ears ago1 No:9 ad%ertising and promotions on t$e 7orld 7ide 7e6 are almost commonplace1 Businesses are de%eloping 7e6 pages sometimes #ust to appear up!to!date1
Special events: )$ese tend to attract attention9 and can include9 e1g19 an open
$ouse9 granting a special a:ard9 announcing a ma#or program or ser%ice or campaign9 etc1
Promotional activities through Media

Articles that 'ou "rite: Is t$ere somet$ing in 8our product a6out 8ou
$a%ing a strong impressionL Consider :riting an article for t$e local ne:spaper or a maga?ine1 In 8our article9 use t$e opportunit8 to descri6e :$at 8ouEre doing to address t$e issue t$roug$ use of 8our product1 For example :e do get good examples of product 6ased articles in tri6une9 :$ere sometimes products also compared1
Press (its: )$is >it is $and8 :$en :or>ing :it$ t$e media or training emplo8ees a6out
:or>ing :it$ t$e media1 )$e >it usuall8 includes information a6out 8our 6usiness9 pictures9 information a6out 8our products9 commentar8 from $app8 customers9 etc1
#ural Promotion and Advertising

In countr8 li>e India9 :$ere t$e A+G of t$e people li%e in rural area9 t$e rural mar>et $olds a lot of mar>eting potential1 )$ere is a :ide spread difference in t$e standard of li%ing 6et:een ur6an and rural India1 In order to launc$ products and de%elop ad%ertising for rural mar>et t$ere is a need to understand 6ot$ t$e rural context and also t$e consumer %er8 :ell1 Promotion of 6rands in rural mar>ets re=uires t$e special measures1 Due to t$e social and 6ac>:ard condition t$e personal selling efforts $a%e a c$allenging role to pla8 in t$is regard1 )$e :ord of mout$ is an important message carrier in rural areas1 Infact t$e opinion leaders are t$e most influencing part of promotion strateg8 of rural promotion efforts1 )o communicate effecti%el8 :it$ rural audiences9 it is important to understand t$e aspirations9 fears and $opes of rural customers9 in relation to eac$ product categor89 6efore de%eloping a communication pac>age to deli%er t$e product message1 -ence9 t$ere is a strong need to 6uild reassurance and trust a6out product =ualit89 ser%ice support and compan8 credentials in t$e minds of rural consumers1 )$is is 6est done t$roug$ t$e face! to!face E6elo: t$e lineE touc$9 feel and tal> mode at $aats9 melas and mandis1 /anguage and regional 6e$a%iour %ariations s$ould 6e considered :$ile de%eloping rural communications strateg81 Alt$oug$ t$e reac$ of tele%ision in rural India is $ig$9 fre=uent po:er!cuts restrict %ie:ing time considera6l81 7it$ t$e licensing of FM c$annels to co%er all district $ead=uarters9 t$e po:er of radio to deli%er a locali?ed message in a local language :ill soon 6e a%aila6le to ad%ertisers as a cost!effecti%e :a8 to reac$ rural masses1 'ural India $as a %er8 $ig$ o:ners$ip of transistor radios and as t$ese run on 6atteries9 radio can once again 6e expected to 6ecome a popular medium for reac$ing rural masses 5ne of t$e most popular and :idel8 accepted Mar>eting M8t$ is t$at t$e rural consumers :ill onl8 6u8 reall8 c$eap mass mar>et 6rands1 But t$e star> realit8 is t$at t$oug$ 6rands li>e Nirma lead9 6ut penetration of premium products $as also 6een o6ser%ed e%en to t$e lo:est SEC 0socio!Economic Classification21 )$e percentages ma8 6e %er8 small9 6ut gi%en t$e large uni%erse9 t$e actual figures ma8 6e significant1 )$us :$en :e are a:are of t$e fact t$at 6rands li>e Nirma9 )iger 6iscuit9 Parc$ute oil rule t$e rural mar>et9 it :ould 6e interesting to stud8 and anal8se t$eir 6asic mar>eting inputs.
For Example A) Tiger Bisc its! Britannia $as entered in to t$e rural mar>et 68 participating in rural me"as and displa8ing its do:n mar>et 6rand Britannia )iger Biscuits1 )$ese rural me"as and :ee>l8 #aats $a%e 6ecome more popular medium of rural ad%ertising 68 t$e media planners1 Apart from stoc>ists and su6! stoc>ists9 Britannia $as used traditional $aats and melas to promote t$e )iger 6rand1 It $as made t$e ongoing @um6$ Mela a ma#or promotion and sales outlet1 7$ene%er t$e8 come to >no: of a ma#or mela or $aat9 t$e8 ensure t$at t$eir 6rand is stoc>ed in large =uantities1 )$ere are $oarding9 :$ic$ are put up 68 t$e compan8 in t$e rural areas1 )$e $oardings are mostl8 put up :it$ complete information regarding t$e product1 )$e information is gi%en in t$e local language in order to let people >no: a6out t$e product1 )$e $oardings also $a%e t$e mascot tiger :$ic$ emp$asises a strong $ealt$8 indi%idual1 )1H1 )$e %arious ad campaigns t$roug$out t$e countr8 are done 68 preparing a single ad%t 6ut t$e language in :$ic$ it features is according to t$e regional language of t$at state1 )$e ads include famous personalities li>e Saura% Gangul81 )$e ads mainl8 focus on t$e c$ildren and emp$asise a strong diet for a $ealt$8 mind and 6od81 Sc$ool c$ildren in rural areas are often gi%en small pac>s at a confessional rate and at times t$e8 are distri6uted as free samples B) Parac# te $i" ! 7it$ t$e o6#ecti%e of creating a:areness for Parac$ute Coconut 5il pouc$es in to:ns :it$ less t$an *+9+++ population in )amil Nadu9 and in order to con%ert loose oil 6u8ers into Parac$ute pouc$ customers9 Marico Industries launc$ed a %an campaign1 )$e communication Strateg8 focussed on getting :omen out of t$eir $omes to participate in t$e %an campaign9 :$ic$ :as aimed exclusi%el8 for t$em and for t$e first time conducted 68 :omen1 'esult ! A stud8 68
Marico s$o:ed a *"per cent con%ersion from loose coconut oil usage to Parac$ute Pouc$ Pac>9 post %an campaign and a su6stantial increase in sales from t$e campaign areas1
Promotional Activities in )**+

-industan /e%er9 t$e fast mo%ing consumer good giant $as reduced promotional offers in *++, as it focused on profita6ilit8 at a time :$en %olume gro:t$ :as 6ac>1 -industan /e%er :$ic$ $as launc$ed a sle: of offers in 8ear *++(9 li>e t$e E6u8 t$ree9 get one freeE offer on t$e 's A" multipac> of /ux9 :$ic$ is its second largest selling soap 6rand $as :it$dra:n t$e offer1 /ux $as a mar>et s$are of 3"1" per cent in t$e 's A9"++ crore soap mar>ets1 -./ $as also raised t$e price of t$e 4++ milligram Clinic Plus s$ampoo 's13 , to 's13"41 Clinic Plus $as a mar>et s$are of o%er *" per cent in t$e 's1*9"++ crore s$ampoo mar>et1 -./ $as 6een affected 68 t$e %olatilit8 in *++( t$e most9 :it$ t$e compan8 losing mar>et s$are across all its >e8 soap9 detergent and oral care categories1 So in a 6id to get t$e %olumes 6ac>9 -./ :ent in for consumer offers and aggressi%e ad%ertising1 )$is mo%e :or>ed9 as t$e compan8 sa: a * per cent %olume gro:t$ in t$e Mune =uarter of *++, financial 8ear compared to a 4 per cent decline in t$e pre%ious =uarter of t$e pre%ious 8ear1 7ipro Consumer Care $as re%ised its consumer offer on Santoor soaps EBu8 * and get a 'e8nolds pen freeE to 's13 discount on a soap 6ar of 's13(1 It<s not t$e case t$at all mar>et pla8ers follo:ed t$e same line9 t$oug$1 For instance9 I)C launc$ed promotional offers for its soap 6rands in select mar>ets1 I)C is offering a * N3 sc$eme on t$e Superia and Hi%el Di 7ills soap1 It also $as a E6u8 four and get one freeE offer on its Hi%el soap1 A+ per cent of t$e categor8 sales in case of s$ampoos sac$ets are dominated 68 pla8ers li>e I)C and Ca%in@are :$ic$ are running E*" per cent extraE sc$emes1
3+
,u' More Save More Companies also adopt J6u8 more to sa%e moreJ concept to 6oost sales during t$e t slo:do:n1 7$ile price correction is clearl8 a focus area9 fast mo%ing consumer goods 0FMCG2 companies li>e I)C9 Godre# Consumer Products /td 0GCP/29 Emami and Marico are also 6uilding on BtacticalC promotions9 6undled offers and B6u8 more to sa%e moreC concepts to 6eat t$e current recession1 GCP/<s promotional offers9 for instance9 include one free ca>e of soap on purc$ase of t$ree9 and discounts on purc$ase of lin>ed pac>s1 According to officials at GCP/ discounts and promotional offers are temporar8 means to ac$ie%e strategic ends9 :$ic$ could include trial and competiti%e reaction1 'easons for promotional offers include re:arding lo8al customers9 passing on cost sa%ings to consumers and inducing trial1 A fe: of Emami<s sc$emes include Emami Pure S>in :ort$ 's ** free :it$ Boroplus Ad%anced Moisturising /otion :ort$ 's ,(F fi%e pieces of Sardi#a Coug$ drops :ort$ 's " free :it$ 3++ ml of Sardi#a Coug$ S8rup :ort$ 's "+9 among ot$ers1 In man8 :a8s9 discount is a starting point as it $elps create 6u?? and excitement and ensures $ig$er sales1 Consumers mig$t curtail consumption of $ig$!end products 6ut not ;mass< products1 During tr8ing times9 ;sa%e more :$en 8ou 6u8 more< strateg8 al:a8s :or>1 I)C is offering Hi%el Di 7ills s$ampoo 0*++ ml2 free :it$ its A" gm 6at$ing soap for 's (,1 I)C 6rands are ne: $ence mar>eting efforts are geared to:ards en$ancing consumer engagement and trial1 )$e consumer response to 6rands9 Fiama Di 7ills9 Hi%el and Superia9 $as so far 6een excellent sa8s official at I)C
33
-..
/-industan
.ever
.imited0
no"
-1.
/-industan 1nilever .imited0

-industan /e%er /imited 0-//2 is IndiaEs largest fast mo%ing consumer goods compan81 It is a leading pla8er in $ome and personal care products9 foods and 6e%erages9 and specialit8 c$emicals1 )$e product portfolio :it$ its :ide range of products sets -// apartO It $as ac$ie%ed mar>et leaders$ip in soaps and detergents 0Surf2 as :ell as $air and s>in care products 0Sun second Sil>9 Do%e9 largest -amam21 It is t$e s also mar>et leader in tea 0)a#29 processed coffee 0Bru29 ice cream 0@:alit8!7alls29 tomato!6ased products 0@issan29 #ams and s=uas$es 0@issan29 and 6randed staples 0@issan Annapurna21 7it$ a plet$ora of 6rands9 Communication 6ecomes imperati%e1 E%er8 compan8 $as to communicate t$e presence of its products to capture a large mar>et s$are1 -o: does a compan8 do t$atL )$ere are man8 tools t$at a mar>eter can useD ad%ertising9 $oardings9 radio9 tele%ision and internet adsO 7$at<s missing is t$e free6ieO Is sales promotion onl8 made up of ;atta free :it$ soap<L promotion programmes to b i"d its brands. T#is is #o% &'' sed sa"es
3*
31 Consider t$isD 7$en Do%e :as launc$ed in t$e mar>et9 people $ad a certain reser%ation against t$e product1 7$8L )$ere :ere t:o reasonsD a1 Price factor1 Most $ouse:i%es found Do%e to 6e prett8 steep and t$us consumption :as restrained1 61 Secondl89 t$e rumours of one of its ingredients 6eing animal fat1 -// 6egan a sales promotion campaignD Get Do%e soap free :it$ a >ilo of Surf Excel1 7it$ t$is promotion tactic9 -// got t$e opportunit8 of con%erting Bnon!usersC of Do%e to users1 At t$e same time c$anging attitudes of ot$er detergent users 68 con%erting t$em to Surf users1 *1 5n t$e ot$er $and9 -// soug$t to increase usage of Close!.p amongst t$e target audience 68 introducing t$e tra%el tu6e9 initiall8 gi%ing it free :it$ e%er8 *++gm pac> of toot$paste 6oug$t1 1 7$en attac>ed 68 Ca%incare of Faire%er fame9 -// adopted a defensi%e strateg8 68 gi%ing a:a8one more Fair and /o%el8 free :it$ e%er8 purc$ase of it0B5G5F21 )$is is one of t$e man8 :a8s 68 :$ic$ a mar>eter can pigg86ac> on t$e 6rand<s standing in t$e mar>et #epositioning and #epromoting 2rganics 7$en 5rganics :as first launc$ed on t$e platform of Broot nouris$ing B s$ampoo9 consumers :ere sceptical to:ards t$e positioning1 No one :anted to spend t$irt8 six percent extra :$en compared to Pantene1 Consumers :ere $app8 using coconut oil to strengt$en t$e roots1 7$at did /e%ers do to pus$ t$e productL EBu8 one get one freeE0B5G5F2 on e%er8 small pac> of 5rganics1 )$e surprising aspect is t$at t$is promotion failed to :or> for /e%ers1 )$e next step t$at -// too> :as of repositioning 5rganics1 )$e8 found out t$at t$e common pro6lem in India :as $air 6rea>age1 Glucosil :as added to t$e product for $ealt$8 $air and t$e product :as no: re%amped on t$e grounds of 6eautiful and $ealt$8 $air1
7$ere promotion :as concerned9 -// used an entirel8 ne: outlet ! 6oo>storesO Contests :ere conducted t$ere and t$e :inners :ere gi%en 5rganics $ampers1 )$is exercise po:er of sales promotions in 6uilding a 6randO $elped a lot in 6rand recall t$ere68 placing 5rganics on t$e map of t$e consumers< mind1 )$at<s t$e
3CP. (Godrej Consumer private Ltd)

7it$ t$e ne: strateg8 of tapping t$e middle and lo:er ends of t$e mar>et9 Godre# expects t$e Godre# 6rand name to :or> for $im1 In t$e lo: income $ousing mar>et9 >no:n for fl8!68!nig$t 6uilders9 t$e Godre# name :ill 6e le%eraged more1 7it$ all t$is is mind9 Godre# launc$ed t$e groupPs first e%er ad campaign for t$e Godre# 6rand rat$er t$an for its indi%idual 6rands suc$ as Cint$ol soap or Godre# -air D8e1 Aimed at pac>aging t$e 6rand for 8ounger consumers9 t$e campaign s$o:cased t$e groupPs products for t$e space programme9 and included sponsors$ip of t$e Indian Premier /eague and a s$o: created to promote t$e Godre# products range9 called Godre# @$elo Meeto Mi8o1 Godre# sa8s t$e group :ill continue to 6uild on 6randing1 Group companies $a%e used t$e campaign to target t$eir indi%idual ad%ertising 6etter1 For instance9 Godre# Consumer no: 6u8s ads more on Doordars$an 6ecause t$e 6rand campaign ta>es care of ca6le tele%ision1 It means Godre# Consumer $as an ad%ertising 6udget lo:er t$an most competitors1
Segment - 2#A. CA#E

Practicall8 all of rural India prefers cleaning t$eir teet$ :it$ traditional products suc$ as neem t:igs9 salt9 as$9 to6acco or ot$er $er6al ingredients9 contri6uting to a lo: per! capita consumption of 6randed oral care products1 According to 7-59 India<s o%erall a:areness of oral $8giene is still %er8 poor1 )$e dentist! to!population ratio is 3D "9+++ in comparison to 3DA9"++ as recommended 68 t$e 7-51 But :it$ 6urgeoning middle class and m "ti( pronged ad)ertising campaigns9 t$ere is no: a latent demand for t$e formal oral care products and t$is is set to rise exponentiall8 in t$e coming 8ears1 Gro:t$ is also li>el8 to emanate from consumers ;upgrading< to matured9 %alue!added and inno%ati%e products in t$is categor81 5f late9 gro:t$ of modern trade $as also propelled 6rand sales9 34
especiall8 in t$e ur6an mar>ets1 5%erall9 t$e oral care sector is mainl8 represented 68 toot$! paste1 5t$er products include mout$:as$es9 spra8s9 teet$ :$iteners and oral rinses1 In India9 t$ere is also significant usage of toot$po:ders9 especiall8 in semi!ur6an and rural areas1 In India9 toot$po:der :as primaril8 targeted at people :$o used traditional products li>e salt9 neem t:igs and ot$er $er6al products1 Brands li>e Colgate9 Da6ur9 Ba6ool9 Hicco are t$e prominent pla8ers in t$e toot$po:der mar>et in India Ma#or pla8ers in t$e oral care mar>et are Co"gate Pa"mo"i)e India P)t. 'td. 0CPI/)* &ind stan +ni"e)er 'td1 0-./2 and ,ab r India 'td. 6rand lo8alt8 is =uite $ig$ for toot$paste :$ere CPI/ and -./ toget$er account for o%er t:o!t$irds of t$e 6randed toot$paste mar>et1 In toot$po:ders9 CPI/9 :$ic$ manufactures :$ite toot$po:der9 and Da6ur India /td19 :$ic$ manufacture red toot$po:der9 are t$e leading pla8ers9 s$aring t$ree!fourt$s of t$e 6randed toot$po:der segment1 In rural areas9 red and 6lac> toot$po:ders continue to 6e %er8 popular9 :it$ t$e mar>et 6eing led 68 local manufacturers1 Among smaller9 6ut fast gro:ing companies in t$e oral care segment are A-anta India 'td.. /icco Gro p of Companies. T#e #ima"a0a ,r g Compan0. Anc#or #ea"t# & Bea t0 P)t. 'td. and &en1e" India 'td. )$e oral care mar>et in India is di%ided into t$ree main segments !! econom89 popular or regular and premium1 )$e 6rands from CPI/9 -./9 Da6ur India /td19 are more popular in metros and ma#or cities9 :$ile smaller and regional 6rands suc$ as Anc$or9 ColgateCi6aca and A#anta $a%e a strong$old in t$e smaller cities1 In recent 8ears oral care in India $as 6een greatl8 dri%en 68 product inno%ation9 :idening of retail a%aila6ilit89 pac>aging and sustained 6rand promotions1 For a ne% brand to gro% and gain mar1et s#are. strong brand promotion in a specific categor0 #as nig$t 6rus$ing9 t$e mar>eting strateg8 :ould t8picall8 6uild a stor8 around t$is usage1 5%er t$e 8ears9 suc$ focused ad%ertising 0sometimes using popular 6rand am6assadors and tele%ision programme sponsors$ips2 $a%e $elped man8 6rands to connect s:iftl8 :it$ t$e target audience1 For instance9 -./ tried to increase its s#are in t$e Indian oral care mar>et t$roug$ t$e launc$ of Pepsodent9 and campaigning %it# a message t#at comm nicated to been t#e c#osen mar1eting strateg01 For instance9 if a product is made especiall8 for
1ids and
3"
t#eir parents t#e importance of protection from germs t#ro g# t#e nig#t. As a %alue addition9 t$e next stage of t#e campaign %as foc sed on 2Germ Indicator3. %#ic# %as inc" ded in e)er0 Pepsodent pac1 allo:ing consumers to see t$e efficac8 in fig$ting germs for t$emsel%es1 Follo:ing t$at9 Pepsodent offered denta" ins rance to all its consumers to demonstrate t$e confidence t#at t#e compan0 #ad in t#e tec#nica" s periorit0 of t#e prod ct 1 )$e re( "a nc# of t#e campaign :idened t$e context to:ards t$e ad%erse effects of B s%eet and stic104 food and le%eraged t$e fact t$at c$ildren do not rinse t$eir mout$s e%er8 time t$e8 eat9 t$ere68 reinforcing t$e po%er of Pepsodent in fig#ting germs for t#emse")es1 C"ose p on t$e ot$er $and :as positioned as a 0o t# ora" care brand from t$e %er8 6eginning1 In *++49 t$e 6rand :as re("a nc#ed %it# a p b"icit0 b"it5 t$at comm nicated )irt es of a 2/itamin F" oride s0stem3 present in t$e product !! a po:erful mix of %itamins9 fluoride9 mout$:as$ and micro!:$iteners9 for fres$er 6reat$ and stronger9 :$iter teet$1 Clearl89 &+' deri)ed critica" mass gro%t# from $a%ing t:o 6rands targeting t:o different sections of consumers ! Pepsodent as a fami"0 brand and C"ose +p as a 0o t# prod ct1
7$en Co"gate(Pa"mo"i)e 6India) /imited 0CPI/2 launc$ed its ad)anced 7#itening toot#paste in *++"9 it roped in Sona"i 8 "1arni of 2,i" C#a#ta #ai3 fame9 loo>ing at furt$er strengt$ening t$e expansion of its :$itening %ariant amongst t$e 8out$1 )$e 6rand Co"gate #erba" 7#ite :as also launc$ed communicating t$e message of 2pear"0 %#ite teet#3 :it$ an attracti%e pac>aging in green9 :$ite9 red and 6lue1 )$e ad%ertising campaigns t#ro g# te"e)ision commercia"s used t$e bea)er 2gi"" 3 as a mascot of t$e product1 ,ab r India 'td. launc$ed ,ab r 9ed toot#paste :it$ t$e 6rand association of Star Plus c$annel 68 sponsoring one of its programmes9 2Star Pari)aar a%ards3 for t:o
3&
consecuti%e 8ears in *++ and *++41 Anc#or 7#ite. t#e toot#paste 6rand from anc$or $ealt$ and Beaut8 care P%t1 /td19 $as 6een extensi%el8 promoted as a ;fami"0 prod ct3 %it# Bo""0%ood actor 8a-o" along :it$ $er daug$ter targeting t$e price!sensiti%e middle!class segment t$roug$ its con%enient pac>s and price points1 7$ile toot$paste ad%ertising $as 68 and large used t$e traditional images and c$aracteristics of famil8 %alues9 t#e se of # mor and imagination also 6een $ig$l8 effecti%e in generating brand reca"" for ne:! age oral care products1 Perfetti Han Melle<s %er8 popular ;#app0dent 7#ite Pa"ace3 ad)ertisement is a case in point1 Conceptuali?ed 68 Prasoon Mos$i and McCann Eric>son9 t$e ad comm nicates denta" #0giene as a f n acti)it0 b0 ma1ing it interesting rat#er t#an t#erape tic. Gi%en it in! inno%ati%e departure from t$e norm9 t$e commercial $as clearl8 6ro>en t$roug$ t$e clutter 68 positioning #app0dent as not on"0 a c#i"dren3s confectioner0 b t a f nctiona" prod ct t$at gi%es $ealt$8 and :$ite teet$1 But t$e stor8 is not all ur6an1 'ural India ma8 :ell 6e a sleeping giantF alread8 t$ere are signs of rural Indians s$ifting from traditional dental care products to 6rands !! especiall8 t$e $er6al %ariants !! at popular price points1 Burman from Da6ur explains t$at gro:t$ in $it$erto untapped regions :ill 6e greatl8 dri%en 68 afforda6ilit81 BB7e $a%e o6ser%ed t$e gro:ing demand for economicall8 priced $er6al toot$! pastes in rural mar>ets1 )$erefore9 Ba6ool is :ell placed to 6enefit from t$is gro:ing demand9 and $as 6een t$e fastest gro:ing $as
toot$paste 6rand for t$ree 8ears in running1C
3A
An appropriate product :it$ an effecti%e communication strateg8 can dri%e t$e gro:t$ furt$er in t$e rural mar>ets9C $e adds1 As of no:9 manufacturers< and mar>eters< efforts $a%e focused on en$ancing penetration !! 6ringing ne: users into t$e toot$paste segment ! 68 strengt$ening t$eir presence in t$e econom8 segment1 Bot$ CPI/ and -.@ $a%e concentrated on 6uilding t$eir rural distri6ution net! :or>s 68 ro""ing o t sma""er prices9 and $a%e also launc$ed nation%ide com( m nit0 denta" #ea"t# programmes and informati)e commercia"s on denta" #0giene in association :it$ dental associations1 )$e companies $a%e also 6een using c$annels suc$ as e!c$oupals and Dis$a to furt$er reac$ t$e rural population1 nits of toot#pastes at affordab"e
'
Da6ur $as also 6een participating in rural communit8 practices9 6esides organi?ing special oral care clinics :it$ sc$ool c$ildren to propagate t$e ad%antages of 6rus$ing :$ic$ $a%e $elped t$em dri%e deeper into t$e mar>et1 ecentl89 Colgate launc$ed a creati%e 6ill6oard campaign for its toot$paste 6rand9 MaxFres$9 :$ere t$e toot$pasteEs cooling cr8stals appeared to 6e popping out of t$e $oardings1 )$e idea of t$e campaign :as to communicate t$e product superiorit8 of MaxFres$ ! to emp$asi?e t$at it contains cooling cr8stals in a6undance9 and to $ig$lig$t t$e fact t$at :$ile ot$er gel toot$pastes fres$en 6reat$9 onl8 Colgate MaxFres$ $as cooling cr8stals t$at are more effecti%e t$an regular gels1 7$ile t$e product is not ne:9 t$e compan8 6uilt interest 68 adding a s$ort code to t$e creati%e1 )$e o6#ecti%e :as to call people to action1 )$e ad sa8s9 ESMS MaxFres$ to "A++A for a free sample1
3(
-ere are fe: strtegies adopted 68 Colgate max fres$D Colgate Max Fres$ Gel! first toot$paste infused :it$ cooling cr8stals t$at create :$ole ne: dimension of fres$ness1 Saif Ali @$an and Asin are t$e cele6rit8 6rand am6assadors1 For t$e launc$ of t$is ne: gel9 interacti%e media :as of foremost importance gi%en t$e core target audience of 8oung adults1 )$e .SP ! cooling cr8stals ! $ad to 6e $ig$lig$ted in all communication1 5nlineD 'eac$ing consumer across %arious sites1 Campaign onD Mo6ileD Do:nloads for consumers Extensi%e online media plan Inno%ations and large si?ed 6anners across portals PPC 0SEM2D a customi?ed searc$ mar>eting campaign on Google @e8:ords ranging from Halentine<s 0topical2 to Ipods 0pri?es2 to Saif Ali @$an06rand am6assador2 carried t$e maxfres$clu6 message & dro%e traffic to t$e site1 Content Sites across genres ! Cric>et9 Mo%ies9 Business9 Ne:s Google partner sites related to 6oll8:oodI greetingsI #o>esI mo6ile fun :ere also part of t$e campaign ! all 6uilding on t$e premise of contextual rele%ance1 All 6anners directed traffic to :::1media*:in1comImaxfres$ Mo6ile integration ena6led consumers to not onl8 do:nload ringtones & :allpapers 6ut also pla8 interesting games & get a ;Fres$ Mo>e of t$e da8< 68 smsing MaxFres$ to "(""(1 Inno%ati%e ric$ media 6anners across leading sites to ensure $ig$ fre=uenc8 'ediff Ka$oo Indiatimes MSN Sif8
3,
Sponsorships4 Interactive Properties on select sites Special sites li>e Galatta1com 0for t$e sout$ film!cra?8 audience2 :ere included since t$e 6rand am6assador for t$e sout$ern audience is Asin9 a )amil mo%ie star1 All Asin related content on Galatta :as 6randed 68 MaxFres$ & Galatta users got to meet Asin as part of t$e online promo1 Inno%ati%e units suc$ as t$e 6ro:ser 6randing on Ka$oo India ensured t$at t$e )$is inno%ation re!s>ins t$e 6ro:ser 6ar :it$ MaxFres$ 6rand colors and message ! In addition to t$is9 ric$ media creati%e :as used :$ere%er possi6le to maintain campaign $as $ig$ impact1 deli%ering cut t$roug$ %isi6ilit81 impact1 P$ase * of t$e campaign focused on specific games on t$e site to ensure %isitors >eep coming 6ac> MicrositeD:::1media*:in1comImaxfres$ )$e micro site $ad a range of games9 :allpapers9 screensa%ers9 %iral ideas product info & a speciall8 created dimension test ! all 6ased on t$e 6rand proposition of cooling cr8stals & t$e * fla%ours9 spic8 fres$ & peppermint ice1 )$e music on t$e $omepage :as composed onl8 for t$e site1 )$e launc$ of t$e site9 timed :it$ Halentine<s Da89 promoted t$e %iral & topical ;Max Muuaa$< 68 :$ic$ a user could send an e!>iss1 1 Cr8stal Quest< & Cr8stal C$allenge< re=uired users to collect or spot t$e cr8stals in t$e game ! in s8nc :it$ t$e fun9 energetic feel of t$e site1 )$e do:nloads dre: on t$e 6rand am6assadors Saif & Asin1
#esults 5%er 3 la>$ uni=ue users to t$e site1 A%erage time spent , minutes1 5%er *" million impressions ser%ed t$roug$ t$e online campaign1 Generated 34+9+++ clic>s1 Inno%ations! 6ro:ser 6randing :or>ed :ell :it$ 31"G C)'1 Do:nloads from t$e site close to (+++1
*+
$rial pac( campaign
Conscious a6out 8our )eet$L )$en get a free trial pac> and free oral dental ad%ice from colgate1 Colgate is a famous toot$paste compan81 It is gi%ing free trial pac> and free oral dental ad%ice1 )o get t$e free trial pac>9 8ou need to fill a form :$ic$ includes 8our personal information9 contact details and ot$er information1 In personal details9 8ou need to su6mit 8our name9 email ID and occupation1 In contact details9 8ou need to su6mit 8our address9 cit89 pincode9 area9 state9 landline num6er and mo6ile num6er1 5t$er information includes t$e =uestions li>e -o: did 8ou come to >no: a6out t$is offerIpromotion and Currentl8 used )oot$paste Brands1 C2.3A$E5S ,#I3-$ SMI.ES6 ,#I3-$ F1$1#ES )$e Colgate Brig$t Smiles9 Brig$t Futures 5ral -ealt$ Educational Program :orld:ide :as de%eloped to teac$ c$ildren positi%e oral $ealt$ $a6its of 6asic $8giene9 diet and p$8sical acti%it81 )$is Program also encourages dental professionals9 pu6lic $ealt$ officials9 ci%ic leaders and most importantl89 parents and educators to come toget$er to emp$asi?e t$e importance of oral $ealt$ as part of a c$ildEs o%erall p$8sical and emotional de%elopment1 .nder t$is Program conducted 68 Colgate!Palmoli%e9 India c$ildren in primar8 sc$ools recei%e instructions in dental care from mem6ers of t$e dental profession nominated 68 t$e Indian Dental Association1 Education is imparted :it$ t$e aid of audio!%isuals and printed literature created 68 t$e compan81 Free dental $ealt$ care pac>s9 including samples9 are also distri6uted 68 t$e compan8 to encourage t$e practice of oral $8giene1 )eac$ers )raining Program is an integral part of t$e Sc$ool Dental -ealt$ Program9 conducted regularl8 across t$e countr8 to promote pre%enti%e dental $ealt$ care1Colgate
*3
also $as launc$ed its first!e%er online sc$ool curriculum featuring fun and entertaining acti%itie
Super Saver Offer for 'All Around Decay Protection'. Buy 200g tube wit !lean plus a 100g in a a !olgate "#tra
$oot brus
%a&ily 'alue Pac( for )s. *2+,. Sa)e 9s. :;<(.
!olgate -a#fres t e infused crystals fres ness. !olgate $oot brus first wit giving .et "#tra a
.el is cooling you a
toot paste
w ole new di&ension of 1/0g a !lean plus a *0g tube wit
in a %res ness
'alue Pac( for )s. 01+,. Sa)e 9s. =><(.
**
$oiletries Soaps and Shampoos

)$e toilet soaps mar>et is estimated at " +9+++ turno%er per annuum including small imports1 )$e mar>et is littered o%er :it$ se%eral9 leading national and glo6al 6rands and a large num6er of small 6rands9 :$ic$ $a%e limited mar>ets1 )$e popular and premium 6rands include /ife6uo89 /ux9 Cint$ol9 /iril9 'exona9 and Nirma1 Soaps form t$e largest pie of t$e FMCG Mar>et :it$ 6at$ing & toilet soaps accounting for around +G of t$e soap mar>et9 68 %alue1 Currentl89 t$e soap industr8 is di%ided into t$ree segments namel8 Premium9 Popular and Econom8I Su6 popular )o fig$t competition9 ma#or pla8ers -industan .nile%er /td 0-./29 Godre# Consumer Products /td 0GCP/2 and 7ipro Consumer Care & /ig$ting are no: dra:ing up fres$ game plans1 And t$e accent is clearl8 on inno%ation to gain mind s$are as :ell as mar>et s$are in t$is o%ercro:ded categor81
'
emem6er t$e ;Is it lo%eL No it<s Do%e< adsL In t$e 3,,+s9 :$en e%er8t$ing $ad to 6e lo: priced9
consumer goods ma#or -industan .nile%er launc$ed a 6rand of soap t$at :as considered expensi%e9 frig$tfull8 expensi%e 9 for t$e times :e li%ed in1 For a6out 's + for a 6ar9 it :as nearl8 t:ice as expensi%e as an8 toilet soap 6rand t$at :as t$en sold in India1 )$is :as a time :$en $anging out for coffee :as at t$e neig$6our$ood .dupi restaurant t$at c$arged 's & for a ser%ing and not t$e Barista :$ere a mug of coffee cost 's "+1 )o get consumers li%ing :it$ t$at mindset to graduate to a 6rand li>e Do%e :as a 6ig leap1 Certainl8 t$e :ell!tra%eled Indian consumer :$o $ad seen and touc$ed t$e 6rand a6road :ere t$e first set t$at mo%ed to:ards t$e 6rand for its superior and Bgentle on s>inC properties1 5t$ers :$o sampled t$e 6rand $ad mixed opinions1 5ccasionall8 8ou $eard t$e so6 stor8 from a neig$6our on $o: a Do%e 6ar got o%er in #ust four da8s9 :$en t$e 's 3+ soap lasted for a mont$9 gi%ing rise to rat$er un>ind remar>s t$at Do%e :as 3R4 moisturiser and R4 lo%e1 )$is set of consumers used t$e 6ar for :as$ing t$e face :$ile a less costl8 soap :ould 6e used for t$e rest of t$e 6od89 a %alue!for!mone8 approac$1 From t$ose use!for!special occasion da8s9 Do%e $as come a long :a8. -./ executi%es *
claim t$at Do%e $as gro:n 68 3++G in s$ampoos and * 68 4*G in soaps1 BDo%e is t$e largest premium 6rand in t$e -industan .nile%er portfolio9C sa8s 'a#aram Nara8anan9 %ice president9 $air care and /a>me9 -./1 No: t$e Do%e portfolio deli%ers 's "++ crore in sales1 #eal %omen Face $est )$e faces t$at represent t$e 's "++ crore premium 6rand are of ordinar8 :omen1 )$e faces t$at represent -industan .nile%er<s 0-./2 6iggest premium soap 6rand are not familiar1 For9 t$e8 represent 33 ordinar8 :omen :$o :on Do%e<s 'eal 7omen Face )est ! a campaign t$at recei%ed o%er 49"++ entries1 'ecentl8 t$e fast mo%ing consumer goods ma#or put all of t$em on 6ill6oards9 ne:spapers and on tele%ision to endorse t$e 's "++ crore 6rand in a $ig$ %oltage ad%ertisement campaign1 )$at<s Do%e<s :a8 of going off t$e 6eaten trac> in its communication strateg81 .nli>e ot$er soap ad%ertisements9 t$e premium 6rand did not use t$e usual models or mo%ie stars1 Instead9 it got real :omen :$o use t$e product to gi%e testimonials of t$eir experience :it$ t$e 6rand1 In Ma8 *++A9 -./ launc$ed Do%e s$ampoo from .nile%er<s portfolio1 For Do%e<s $air :as$ %ariant too9 -./ initiated $uge sampling in malls 68 setting up counters :$ere consumers could get t$eir $air :as$ed and t$en p$otograp$ed1 )$ese pictures :ere s$o:cased in t$e Do%e Galler81 As a result9 testimonials :ere not #ust on )H9 6ut also online t$roug$ consumer!generated content and in print1 )$e same 8ear9 t$e compan8 also launc$ed s$ampoo sac$ets priced at "+ paise eac$ in an effort to increase penetration and usage of t$e product in rural and poor $ouse$olds .ntil t$ese launc$es -./<s presence in s$ampoos $as largel8 6een restricted to so!called midpriced s$ampoos :it$ its Clinic and Sunsil> 6rands and t$eir %ariants1 )$e c$anges seem to $a%e :or>ed for t$e compan81 According to researc$ firm AC Nielsen9 -./<s s$are in t$e $aircare 6usiness :ent up 68 one percentage point from 4AG in t$e first =uarter of *++A to 4(G in t$e Decem6er =uarter1 In comparison9 its nearest ri%al Procter and fell from *"G to * 1 G1 Do%e is a classic case of consistenc8 especiall8 in a countr8 li>e India :$ere people $a%e Gam6le<s 0P&G2 s$are
*4
come of age in terms of affluence1 )$e soap<s ad%ertisements are %er8 timel81 Sales of t$e soap $a%e 6een gro:ing at o%er 4+ per cent annuall8 and t$e recentl8 launc$ed s$ampoo %ariant at 3++ per cent1 Do%e is no: almost a 's "++ crore 6rand9 :it$ soaps accounting for around $alf of t$at figure1 )$e rest comes from $air care9 a categor8 launc$ed t:o 8ears ago1
$en :e tal> a6out -./ t$e first name t$at comes to our mind is /ife6uo81 It is t$e :orld<s largest selling
soap and offers a stronger $ealt$ 6enefit to t$e entire famil81 /aunc$ed in t$e 8ear 3(,"9 /ife6uo89 for o%er a 3++ 8ears9 $as 6een s8non8mous :it$ $ealt$ and %alue1 )$e 6ric> red soap9 :it$ its perfume and popular /ife6uo8 #ingle $a%e carried t$e /ife6uo8 message of $ealt$ across t$e lengt$ and 6readt$ of t$e countr89 ma>ing it t$e largest selling soap 6rand in t$e :orld1 'ifeb o0 contrib ted ?> per cent to t$e -industan /e%er detergent 6usiness turno%er and $adnEt undergone a ma#or restructuring and repositioning in 3+A 8ears1 -o:e%er9 t$e sales :ere declining as t$e cons mers %ere mo)ing a%a0 from t#e carbo"ic based soaps to bea t0 soaps ( percei)ed to be s perior* %it# better fragrance and "at#er* aspirationa" image. )$e agenc8 de%ised a strateg0 to ens re t#at it ad)ocated fami"0 #ea"t# rat#er persona" #0giene. @ nreac#ab"e areas@ ( r ra" mar1ets 1 )$roug$ )H and print campaigns9 t$e agenc8 team focused attention on t$e famil8 $ealt$ t$emes9 cond cted cons mer ed cation exercise sing @Germ tests@ t#ro g# m "timediaF and esta6lis$ed t$e 6randEs credentials as an aut$orit8 in a credi6le manner1 )$e agenc8 also explored t$e communication options during important da8s suc$ as 7orld -ealt$ Da81 For r ra" mar1ets. it created t#an )$ere :ere large c$un>s of t$e users :$o :ere in
t#e 'ifeb o0 S%as#t#0a C#etana pro-ect %#erein AB> teams of #ea"t# officers co)ered. T#e tapped ;>>> )i""ages in :: states. Cear"0 A> mi""ion peop"e in r ra" areas %ere
*"
brand registered a ?> per cent increase in )o" mes and t#e s#are of contrib tion to &''Ds detergent di)ision t rno)er increased to BB per cent. -// used Ma$a>um6$ mela as an opportunit8 to c$ange $and!:as$ing and 6at$ing $a6its in rural India1 J)$e Ma$a>um6$C at Alla$a6ad is t$e 6iggest mela in India and9 :it$ its focus on ScleansingE is a good fit for t$e $ealt$ Promotion in Melas 'ifeb o0 for #ea"t#D message of t#e brand@1 Inno)ati)e comm nication too"s %ere sed at t#e me"a to communicate t$e importance of $ealt$ and $8giene1 B)$e compan8 :A sta""s at %arious points in t$e mela grounds1 Some #and(carts #a)e a"so been dep"o0ed for increasing access1 )$e num6ers of 6ot$ :as increased 6ased on response1 SS)$e acti%it8 aims to 6uild a%areness in t$e target audience a6out $8giene and $ealt$ t$roug$ prod ct demonstrationsJ1 People in Mela :ere as>ed to put t$ere $ands 6elo: some special camera :$ere t$e A 8ear could see t$e germs on t$eir $ands and :ere as>ed to :as$ t$eir $ands :it$ life6uo8 and t$en see t$e difference1 )$ese t8pe of promotional acti%ities :or>ed in t$ese melas1 S"ine flu campaign F" fig#ter !)$e flu9 caused 68 t$e -3N3 %irus9 $as caused se%eral deat$s across t$e countr8 and $as spread panic in $ouse$olds1 Sc$ools $a%e 6een s$ut in cities across India9 :$ile $ospitals are struggling to cope :it$ t$e rus$ of patients1 Its largest %ictims are c$ildren :$o don<t $a%e a strong immune s8stem1 Brand consultants and experts feel t$is :ill gi%e t$e 6rand t$e muc$!needed 6oost1 -industan .nile%er<s latest sal%o is its ne: communication centred around s:ine flu1 )$e Bpu6lic interest ad%ertisementC opens :it$ t$e image of a mot$er :as$ing $er c$ild<s $and1 An informati%e %oiceo%er follo:s a6out t$e importance of :as$ing $ands 6efore eating9 after snee?ing9 s$a>ing $ands or touc$ing s$ared surfaces :$ic$ can $elp pre%ent s:ine flu1 A print campaign :as also launc$ed1 -industan .nile%er9 or -./9 India<s largest consumer goods compan8 68 sales9 is plugging /ife6uo8 soaps and $and :as$es in ne:spaper ad%ertisements as products
*&
Bpro%en to protect from -3N3 t8pe %irusC1 B7as$ a:a8 s:ine flu germs9C goes t$e tag line on ad%ertisements running across media platforms9 including tele%ision and print1 /ife6uo8 sales seem to $a%e :on a lift as consumers ta>e precautions to guard against t$e ris> of s:ine flu9 :$ic$ claimed its first life in India in August :$en a Pune teenager died after 6eing infected1 B)$e ads are all o%er t$e media and it $as definitel8 created an impact1 -industan .nile%er9 on its part9 pla8s it do:n and maintains t$at it $as al:a8s >ept t$e $ealt$ proposition in mind1 B)$e current ad%ertising campaign is an extension of our effort to use mass media to effecti%el8 communicate to people at large to increase $8giene a:areness to com6at t$is $ealt$ t$reat9C sa8s a compan8 spo>esperson1 7a8 6ac> in 3,("9 /ife6uo8<s entr8 into t$e Indian mar>et coincided :it$ t$e out6rea> of t$e plague epidemic1 )$at<s :$en /ife6uo8 6ecame a $ouse$old name in t$e countr81 B/ife6uo8 #ai -a#an. tandroosti #ai %a#anC9 07$ere 8ou $a%e life6uo89 8ou $a%e good $ealt$2 ran t$e long!pla8ing #ingle1 Some time in *++*9 -industan .nile%er came up :it$ a $ealt$ and $8giene programme called t$e /ife6uo8 S%ast#0a C#etna 0/ife6uo8 -ealt$ A:areness2 in media!dar> %illages to spread a:areness a6out t$e importance of :as$ing $ands :it$ soap1 )$roug$ t$is initiati%e9 -industan .nile%er $as spread itself across " 9+++ %illages reac$ing out to as man8 as 3*+ million Indians1 )$e insig$t $ere :as t$at regular usage of soap $elps reduce illnesses li>e diarr$oea9 respirator8 infection9 e8e infection and so in c$ildren1 )$is :as underscored 68 t$e fact t$at diarr$oea is a ma#or cause of deat$ in t$e :orld toda81 It is estimated t$at diarr$oea claims t$e life of a c$ild e%er8 3+ seconds and one!t$ird of t$ese deat$s occur in India1A 8ear 6ac>9 /ife6ou8 came out in aid of t$e %ictims of t$e @osi floods in Bi$ar and Aila c8clone in 7est Bengal1 )$erefore9 t$e s:ine flu initiati%e :as a natural extension for -./ as a 6rand1 /ife6uo8 too> on t$e responsi6ilit8 to raise a:areness a6out s:ine flu and $o: it can 6e pre%ented as a social cause campaign to reduce t$e ris> of infection1 .ife&uo' S"asth'a Chetna Campaign )$e Compan8 $as continuousl8 designed inno%ati%e promotions to reac$ t$e rural mar>ets1 /ife6uo8 in its rural contact program called B/ife6uo8 S:ast$8a C$etnaC9 :$ere it spread information on $o: :as$ing $ands can >eep diseases a:a89 targeted a
*A
population of " crores in 3"+++ %illages1 It also promotes general $8giene in rural areas t$at are difficult to reac$ t$roug$ usual mar>eting campaigns suc$ as tele%ision9 press or in! store ad%ertising and promotions1 It applied a * prong approac$1 -./ emplo8ed -ealt$ De%elopment 5fficers and -ealt$ De%elopment Assistants :$o :ent to all t$e %illages and educated t$e communit8 t$roug$ lectures and communit8 meetings1 )$e8 returned to t$e %illages after * mont$s9 offered to8s9 6adges and medals to c$ildren :$o $ad made it a $a6it to :as$ $ands regularl8 0read sa%ed B/ife6uo8C soap :rappers2 and a certificate to t$e c$ildren :$o $ad :on t$ese 6adges most often1 )$e campaign $as t$ree communication tas>sD )o esta6lis$ t$e presence of germs9 e%en on clean $ands9 t$roug$ t$e use of a Eglo: germ demo >itE t$at $as 6een de%eloped 68 .nile%er for use in /ife6uo8 S:ast$8a C$etna1 )$e simple and po:erful tool ma>es unseen germs %isi6le1 )o esta6lis$ t$e conse=uences of t$ese $idden germs9 :$ic$ :$en ingested9 can cause stomac$ infections and diarr$oea9 or 6e transferred to e8es causing painful e8e infections9 or infecting :ounds1 )o esta6lis$ $o: current practice is not enoug$ to fig$t t$ese germs 68 using t$e glo: germ demo >it to demonstrate t$at :as$ing :it$ :ater is not enoug$9 and t$at it is necessar8 to :as$ $ands :it$ soap for germ protection1 )ools used to communicate t$e central S:ast$8a C$etna message are adapted according to t$e specific audience1 /ife6uo8 teams %isit eac$ %illage se%eral times9 engaging all segments of t$e communit8 and ensuring t$e formation of local Eself!$elp communitiesE t$at can sustain t$e message1 Sc$ool c$ildren9 6eing initiators of c$ange9 ma>e excellent am6assadors of communication9 pro%ided t$e8 find it fun and engaging1 )$e element of /ife6uo8 S:ast$8a C$etna t$at in%ol%es c$ildren focuses on fun9 using stories9 games9 songs and =ui??es1 Efforts are made to ensure t$at t$e learning does not fade o%er time1 Additionall89 t$ese %isits also include a meeting :it$ t$e Panc$a8at elders21Co%ering 3 + million people in 0%illage +9+++ %illages since *++*9 t$e /ife6uo8
S:ast$8a C$etna programme $as made its mar> as t$e single largest pri%ate $8giene
*(
education pro#ect in t$e :orld1 )$e S:ast$8a C$etna programme :ill 6e re!launc$ed in *++,9 and :ill co%er e%en more %illages in India as part of t$e /ife6uo8 6randEs crusade1 ,ana'e -ealth' -industan Campaign /ife6uo8 conducted a 3A state capital sur%e8 among mot$ers to understand t$e perception and satisfaction le%els of t$e o%erall $ealt$ of t$eir c$ildren and t$e important factors t$at influence t$em1 )$e findings of t$e $ealt$ report led to EBana8e -ealt$8 -industanE signature campaign :$ic$ :as launc$ed on t$e occasion of 7orld -ealt$ Da81 -undreds of sc$ool c$ildren 6et:een six and t:el%e 8ears gat$ered at t:o of IndiaEs $istoric monuments9 India Gate9 Del$i and Gate:a8 of India9 Mum6ai and signed an appeal to $ealt$ experts and aut$orities to ta>e care of t$eir $ealt$ concerns1 /ife6uo8 also launc$ed a $ealt$ rall8 in C$ennai9 -8dera6ad & Maland$ar to generate a:areness a6out t$e latest t$reat ! s:ine flu1
D
also
ettol cele6rated its A" 8ears of existence in *++(1 )$is $ig$l8 popular antiseptic 6rand $as come a long :a8 since 3, 1
After a plet$ora of extensions and experiments9 t$is 6rand is still ruling t$e Indian mar>et as t$e most preferred antiseptic lotion and as a premium soap1 )$e 6rand cele6rated its A" 8ears 68 reinforcing t$e germ >illing positioning and t$e tagline J Be 3++G sure J1 )$e 6rand is currentl8 running a campaign $ig$lig$ting t$e efficienc8 and t$e multi!uses of t$e product1 In mar>eting t$eor8 9 it is taug$t t$at one of t$e strateg8 for a 6rand :$ic$ $as reac$ed
*,
Promotional Strategies of different FMCG 6rands in India
t$e maturit8 stage of P/C is to find ne: uses for t$e product1 )$e Dettol 6rand is currentl8 in t$e process of disco%ering t$ose ne: uses for t$e product1 7$en t$e consumer uses t$e product for different purposes9 t$e sales naturall8 increases1 )$e 6est :a8 to find t$e ne: uses for t$e product is to as> t$e consumers1 Dettol did #ust t$at1 It ran a series of promotions as>ing consumers to tell t$e compan8 9 $o: t$e8 used Dettol1 )$e 6rand as>ed t$e consumers to contact t$em and tell t$e compan8 on t$e multiple uses of t$e product and t$us gained lot of insig$ts into t$e %arious uses of t$e 6rand1 )$e 6rand later came out :it$ a series of campaign $ig$lig$ting t$e %arious uses of t$is antiseptic1 Dettol no: ta>en t$e platform of a multi!use antiseptic :$ic$ can 6e used during 6at$9 to clean :ounds9 to sterili?e clot$es9 floor etc1 Alt$oug$ $omema>ers $as 6een using Dettol for all t$ese9 t$e compan8 $as no: ta>en t$ese uses as a part of t$e core product1 )$e 6rand is tr8ing to 6rea> t$e image of Dettol as an antiseptic :$ic$ is used for cleaning :ounds1 Along :it$ t$is initiati%e9 t$e 6rand also reinforced its commitment to:ards $8giene1 )$e 6rand $as selected $8giene as t$e core 6rand %alue and t$eme :$ic$ it :ill fig$t for1 .n%eiling ne: campaigns and pu6lic a:areness rallies9 FMCG ma#ors suc$ as Da6ur9 'ec>itt Benc>iser and -industan .nile%er /td 0-./2 are tr8ing t$eir 6est to communicate :$at t$eir respecti%e 6rands can do to pre%ent t$e spread of t$e %irus1 Apart from Da6ur<s campaign9 -./ and 'ec>itt $a%e 6een en$ancing t$e ;$ealt$!oriented< e=uit8 of t$eir flags$ip 6rands suc$ as Dettol and /ife6uo8 to target consumers1 Mean:$ile9 soap and $and :as$ 6rands suc$ as /ife6uo8 and Dettol $a%e also 6een doing t$eir 6it to create ne: communication a6out s:ine flu1 For instance9 'ec>itt<s Dettol 6rand $as decided to support t$e Glo6al -8giene Council to conduct doctors< s:ine flu pre%ention1 So far o%er 39+++ doctors $a%e attended t$ese is to reac$ out to doctors in all >e8 cities in t$e countr8 to raise measures and readiness1 )$e compan8 $as used print9 tele%ision and online mediums to educate consumers a6out $8giene and its importance in its 6rand campaigns1 'ecentl89 its S:ine Flu campaign guided consumers a6out t$e precautions :$ic$ are re=uired to fig$t t$e deadl8influen?a1 Set$i also informs a6out an -3N3 Flu 0S:ine2 digital campaign of Dettol9 :$ic$ conferences on sessions1 )$e plan
a:areness on pre%ention
positions itself as EDettol >ills ,,1, G 6acteria and Flu %irusesE and educates t$e consumers a6out t$e disease1 )$e digital campaign seems to 6e an endea%our 68 'ec>itt Benc>iser to le%erage t$e rising num6er of searc$es on S:ine Flu9 to a:areness on $o: Dettol can $elp people maintain personal $8giene1 As a result )$e mar>et s$are of Dettol increased from &14 per cent in Mune *++( to (13 per cent in Mune *++,9 placing it a$ead of 7iproEs 6eaut8 soap Santoor as t$e countr8Es t$ird!largest soap 6rand 68 %alue1 Promotional offer Dettol Fres$ range $as 6een introduced in Bar soaps and /i=uid $and:as$1 )$e 6ar soaps are priced at 's1 3(I! and 's1 *,I! for A+gm and 3*+gm respecti%el81 )$e li=uid $and:as$ :ill 6e a%aila6le in t$ree si?es ! *"+ml pump at 's1 ""I!9 3("ml pouc$ at 's1 +I! and ,++ml refill pac> at 's1 3 "I! )$e pricing is at par :it$ t$e existing portfolio of Dettol soaps and li=uid $and:as$1 As part of an introductor8 offer9 a discount of 's1 *I! and 's1 4I! is 6eing offered on A+gm and 3*+gm soap 6ars respecti%el81 )$is offer :as %alid during t$e mont$ of Fe6ruar8 and Marc$ *++,1
antoor9 IndiaEs t$ird!$ig$est selling soap 6rand9 and Sout$ IndiaEs second 6uilt
6iggest soap 6rand $as 6een
assiduousl8 :it$ ad%ertising t$at $as presented t$e Santoor 7oman in a Emista>en identit8E situation1 )$e campaign9 :$ic$ is in its *+t$ 8ear9 >eeps getting refres$ed e%er8 t:o 8ears1 7omen :ant t$eir s>in to lie a6out t$eir age1 )$e image managers of Santoor9 :$ic$ $as 6ecome t$e largest selling soap 6rand in Sout$ India9 $as made t$at t$e main selling point of t$eir promotion campaign o%er t$e 8ears1 Pre%iousl8 in tune :it$ t$e mood of t$e countr8 Santoor came out :it$ a film t$at s$o:s t$e Santoor :oman entering a %oting 6oot$9 to cast $er %ote9
onl8 to 6e stopped for Eage proofE1 Again a ne: interpretation of t$e mista>en identit8 t$eme1 Ageless s(in campaign 5%er t$e 8ears pricing o6%iousl8 pla8ed a crucial part1 Santoor :as originall8 launc$ed in 3,(" as an ordinar8 soap :it$ sandal:ood and turmeric 6eing its main ingredients1 )$oug$ Moti and M8sore Sandal soap :ere t$e ot$er 6rands :$ic$ $ad sandal as main ingredient9 t$e8 :ere a%aila6le for a premium1 7ipro tried to position t$e soap in t$e s>incare segment at a popular pricing1 -o:e%er9 :$en t$e compan8 realised t$at 68 6an>ing on ingredients ma8 not 6ring good results for long9 it decided to reposition t$e 6rand from 6eing ingredient!oriented to 6enefit!oriented on a platform of ;8ounger loo>ing s>in<1 )$e t$eme of ;ageless s>in<9 captured first in a )H ad%ertisement *+ 8ears 6ac>9 $as remained constant o%er t$e 8ears1 And t$e compan8 intends to >eep it t$at :a8 as long as it<s 6ringing t$e rig$t results1 B7$ile t$e t$eme $as remained constant9 t$e Santoor :oman $as e%ol%ed1 In t$e first t:o 8ears9 t$e Santoor :oman :as at a :edding ceremon8F s$e :as 6u8ing 6anglesF s$e :as 6u8ing a 6oo> etc1 After t$at s$e 6egan going to aero6ics classes9 and t$en after four!fi%e 8ears :e too> $er to do dress designing1 Interestingl8 Santoor $ad come out :it$ a cric>et film in time for t$e 7orld Cup1 As a result of t$e campaign :omen see t$emsel%es in e%er8 single Santoor soap ad1 )$at ma8 not 6e an exaggeration as :omen are surel8 6u8ing t$e soap in large num6ers1 In t$e first =uarter of t$e last fiscal9 Santoor 6ecame t$e largest 6rand in its categor8 in Sout$ India in %alue mar>et s$are9 t$oug$ t$e compan8 $as #ust A1" per cent s$are in t$e Indian personal care soap mar>et :ort$ around 's (9+++ crore1 In ot$er mar>ets9 Santoor $as graduall8 6egun to garner mar>et s$are1 In Ma$aras$tra9 it is num6er t$ree in terms of %alue t$oug$ t$e 6rand is almost nec>!and!nec> :it$ /ife6uo8 in rural Ma$aras$tra9 :it$ a mar>et s$are of **1A per cent 0/ife6uo8 is at **1, per cent21
$ile FMCG 0fast mo%ing consumer goods2 products usuall8 ta>e off in t$e
ur6an centres9 and t$en spread t$roug$ t$e $u6 format9 Medimix :as pitc$ed in t$e %illages first1 )$e onl8 alternati%e to medimix :as C$andri>a soap9 :$ic$ $ad adopted a direct mar>eting approac$1 5fficials at medimix used to attend numerous %illage melas and tal> to t$e people1 )oda89 of t$e t$ree la>$ tonnes of soap sold9 a8ur%edic soap comprises A percent9 of :$ic$ medimix $as per cent1 Medimix is a medicated soap t$at is 3++ per cent $andmade is exempt from tax and rural consumers seem to 6e attracted to t$e medical =ualities of t$e soap far more t$an t$e8 are to t$e same =ualities in a cosmetic )oda8 :$en a %illager %isits a cit8 $e as>s for Medimix soap 68 name1 No offers9 no sc$emes9 no inducements1 As C$andri>a soap :as follo:ing t$e monopol8 of direct distri6ution1 Medimix decided to :oo t$e stoc>iest and distri6utors and claims t$ere are *"!8ear!old lo8alties $ere1 JFrom 3,&, to 3,,+ gro:t$ :as slo: EBut :$en S1 Pradeep #oined t$e compan8 as managing director t$e firm too> off in #ust four 8ears1J A firm decisions :ere ta>en t$at Medimix :ould aggressi%el8 mar>et to o%er 9+++ small $otels all o%er India9 e%en in small to:ns1 Its a pleasantl8 surprised to find t$at e%en foreign tourists to places suc$ as Pondic$err8 :ere impressed 68 t$e medicated =ualit8 of Medimix1 Medimi decided not to compromise on t$e pac>aging or appearance or t$e perfume or colour of t$e soap to gain entr8 into fi%e!star $otels1 -otels :ill ne%er 6u8 at t$e maximum retail price 0M'P29 so t$e8 suppl8 at cost1
$e great Indian 6rand :agon started nearl8 four decades ago1 Great 6rands sometimes outlast t$eir am6assadors as
pro%en 68 /ux :$ic$ cele6rated its A"t$ anni%ersar8 in India1 /ux campaigns $a%e :ooed millions of people o%er t$e decades1 Popularl8 >no:n as t$e 6eaut8 soap of film stars9 /ux $as 6een an intimate partner of t$e 6rig$test stars on t$e sil%er screen for decades1 An ode to t$eir 6eaut89 an announcer of t$eir stardom9 ad%ertising campaigns on /ux $a%e featured film stars across t$e nation9 promising t$eir 6eaut8 and complexion to ordinar8 :omen1 7it$ top mo%ie stars ! from Mad$u6ala to Mad$uri9 from Ba6ita to @arisma and @areena $a%ing endorsed t$e goodness of /ux o%er generations9 it :as natural t$at t$e 6rand $as 6uilt e=uit8 as t$e 6est 6eaut8 soap in India1 From t$e 6eginning /ux9 68 using a leading film star of t$e time9 $as fulfilled t$e consumers< aspirations of using 6eaut8 soaps %ia t$e rationale ;if it<s good enoug$ for a film star9 it<s good for me1 )$is later mo%ed into a transformation role of $a%ing a 6at$ :it$ /ux9 :$ic$ transports t$e user into a fantas8 :orld of icons9 film stars and fair8 lands1 )$e first am6assador9 /eela C$itnis featured in a /ux ad%ertisement :$ic$ flagged off t$e /ux :agon1 S$e ga%e :a8 to a galax8 of stars :$ic$ includes Mad$u6ala9 Nargis9 Meena @umari9 Mala Sin$a9 S$armila )agore9 7a$eeda 'e$man9 Saira Banu9 -ema Malini9 Teenat Amaan9 Mu$i C$a:la9 Mad$uri Dixit9 Sride%i9 Ais$:ar8a 'ai and @areena @apoor1 )$e last frontier for most actors aspiring to stardom is 6ecoming a /ux am6assador1 )$e 6rand $as outlasted man8 soaps1 From t$e 6eginning9 /ux 6ecame a $ouse$old name across t$e countr8
Change in communication strateg' -o:e%er9 t$e communication :as slo:l8 seen to 6e losing rele%ance9 as consumers :ere 6eginning to =uestion if t$e film star actuall8 used t$e 6rand1 In addition to t$is9 se%eral competiti%e 6eaut8 soap 6rands $ad 6egun ad%ertising using similar met$ods of communication1 In t$is context9 t$e glo6al 6rand team for /ux de%eloped a ne: communication strateg81 )$is strateg8 ! 6ring out t$e star in 8ou ! for t$e first time mo%ed t$e 6rand a:a8 from t$e long!running film star route1 )$e film star still features in t$e ne: communication 6ut not as $er gorgeous self 6ut rat$er as an alter egoIpro#ection of t$e protagonist 0a regular girl29 for a fe: seconds of t$e entire ad1 )$us9 for t$e first time t$e film star :as used as a communication de%ice and not as t$e main feature of t$e ad1 )$e mo%e star a:a8 and $er from t$e film fantas8 :orld to a regular /ux user9 :it$ t$e focus on t$e protagonist<s star =ualit89 is a c$ange from t$e norms set 68 /ux ad%ertising in t$e past1 7it$ t$e ne: communication strateg89 t$e film star is used purel8 as a communication de%ice to portra8 star =ualit8 in e%er8 /ux user1 )$is can 6e significantl8 seen in t$e latest )H commercial of /ux Cr8stal S$ine :$ere Pri8an>a C$opra is portra8ed as a normal :oman1 )$is idea ! 6ring out t$e star in 8ou ! puts t$e consumer at t$e $eart of t$e 6rands< promise1 )$is promise goes 6e8ond t$e functional deli%era6les of soap9 6e8ond 6at$ing and t$e 6at$room to t$e :orld outside1 It<s a :orld :$ere :it$ /ux on $er side9 an :oman can impact $er :orld :it$ $er o:n star =ualit81 )$is is a successful 6ring t$e 6rand closer to its users and to gi%e it a more 8out$ful and image1 ordinar8 attempt to contemporar8
"
Prominent Sales Promotion Schemes 1sed ,' .17 /ux presented + gm gold eac$ to t$e first t$ree :inners of t$e /ux Gold Star offer from Del$i1 According to t$e promotional offer t$at /ux un%eiled in 5cto6er *+++9 a consumer finding a **!carat gold coin in $is or $er soap 6ar got an opportunit8 to :in an additional + gm gold1 )$e first 3+ callers e%er8 :ee> got a + gm gold eac$1 )$e offer could 6e a%ailed onl8 on 3++ gm and 3"+ gm pac>s of /ux soap1 /ux Star Bano9 Ais$ @aro contestD All one needed to do :as 6u8 a special promotional pac> of /ux soap1 )$e pac> comes :it$ a special scratc$ card1 )$e "+ luc>8 :inners and t$eir spouses :ere flo:n do:n to Mum6ai to li%e a da8 li>e Ais$:ar8a 'ai :ould1 )$e8 could also 6e gi%en gift %ouc$ers :ort$ 's "+9+++ from S$oppersE Stop along :it$ an exclusi%el8 designed Neeta /ulla sari and a 6eaut8 ma>eo%er 68 Mic$elle )ung9 Ais$:ar8aEs preferred designer and st8list1 )$e piUce de rVsistance :as a dinner date :it$ Ais$:ar8a 'ai $erself1 /ux cele6rated A" 8ears of stardom :it$ t$e -ar Star /uc>8 Star acti%it81 All :rappers of /ux $ad a star printed inside t$em1 If t$e consumer found :ritten inside t$e star9 an8 num6er from B3C to B"C9 s$e :ould get an e=ui%alent discount 0in rupees2 on $er purc$ase from $er s$op>eeper1 If t$e consumer found BA" 8earsC :ritten inside t$e star9 s$e :ill get a 8ear<s suppl8 of /ux free1 .17 P# Activities Press re"ations! /ux $as 6een maintaining constant communicating :it$ its customers and potential customers9 of t$e %arious de%elopments ta>ing place in t$e 6rand 68 using press relations1 E)ents! /ux cele6rated A" 8ears of existence in a grand :a8 68 un%eiling S$a$ru>$ @$an as t$eir
&
latest 6rand am6assador1 @areena @apoor9 Mu$i C$a:la9 Sride%i and -ema Malini graced t$e e%ent and made it special1 All t$e stars $a%e endorsed /ux in t$e past1 )$e e%ent :as $eld at t$e grand Intercontinental in Mum6ai 'imited edition! Coming up :it$ limited edition of t$e 6rand is also a :a8 of attracting attention to:ards t$e 6rand1 It creates a 6u?? and a feeling of urgenc8 to tr8 out t$e product and $elps in promotion of t$e 6rand1 )$is strateg8 :as also implemented 68 /ux 68 6ringing out limited editions li>e C$ocolate Seduction9 Aromatic Glo:9 Festi%e Glo: and -aute Pin>
%er t$e first t$ree decades of its existence9 t$e 6rand too> t$e platform
of protection from 6od8 odour1 But t$e mar>ets :ere graduall8 c$anging1 In 3,(&9 in an attempt to modernise t$e image9 ENe: Cint$olE soap :as launc$ed :it$ a ne:!loo> pac>aging9 s$ape and ad%ertising9 using cele6rities li>e Hinod @$anna and Imran @$an1 )$e communication campaigns de%eloped strong9 confident and acti%e associations :it$ Cint$ol! attri6utes t$at :ent on to 6ecome an essential part of t$e 6rand imager81 In 3,(,9 in an attempt to capture a s$are of t$e lime soap mar>et9 Cint$ol /ime :as launc$ed1 )$e attempt to capture a segment of t$is de%eloping mar>et :as a resounding successD it gra66ed (G mar>et s$are in six mont$s1 In 3,,*9 Cint$ol Cologne :as launc$ed to extend t$e 6rand franc$ise into a modern and ne: fragrance1 cint$ol!%inod!>$anna cint$ol!imran!add B8 3,, 9 Godre# realised t$at it $ad to re!#ig t$e 6rands to >eep pace :it$ t$e c$anging en%ironment1 )$e t$ree %ariants t$at $ad 6een launc$ed post 3,(& :ere 6roug$t under t$e Cint$ol International um6rella ! Cint$ol International Spice9 Cint$ol International /ime and Cint$ol International Cologne1
A complete positioning o%er$aul :as underta>en 6et:een 3,, and 3,,"1 S$a$ 'u>$ @$an 6ecame t$e 6randEs ne: icon1 -is panac$e matc$ed t$e 6randEs ne: platformD re%italising and re!energising1 7it$ t$e launc$ of Cint$ol Fres$ in 3,,"9 t$e 6rand :as extended into t$e popular segment as t$e first popular segment lime soap1 It :as a runa:a8 success1 It :as redefined as a famil8 soap :it$ t$e famous E)an taa?a9 man taa?aE campaign in *+++1 Currentl89 Godre# plans a complete ma>eo%er of its flags$ip soap 6rand Cint$ol and $as $ired Boll8:ood actor -rit$i> 'os$an as a pitc$man1 )$e 6rand9 :$ic$ :as launc$ed in 3,"* as t$e first deodorant soap in t$e countr89 $as 6een t$roug$ se%eral c$anges since t$en1 It :as initiall8 positioned as a male!centric product 6ut later it :as repositiioned as famil8 soap 6ut no:9 t$e compan8 plans to pitc$ it as a 8out$!centric 6rand9 along :it$ launc$ing ne: products under t$e same 6rand name1 Promotion in rural mar(et Most fast mo%ing consumer goods 0FMCG2 companies $a%e a t:o!pronged strateg8 to tap rural mar>ets1 It comprises launc$ing nano pac>s and scaling up rural distri6ution1 Godre# Consumer Products /td 0GCP/2 is going a step furt$er 68 adding a regional ad%ertising component1 )$e compan8 ad%ertises on Doordars$an9 local )H and radio c$annels9 t$e local press and outdoor media1 For its top!performing 6rands9 it spends most of t$e cut!out 6udget on regional ad%ertising onl81 JFor Godre# No1 3 soap9 3++ per cent spends go in regional ad%ertising1 For Cint$ol9 it is more t$an "+ per cent)$e strateg8 $as 6orne fruit1 Godre# No 3 is no: t$e num6er one soaps pla8er in t$e nort$1 Its annual sales exceed 's "++ crore and it is t$e countr8Ps t$ird largest soap 6rand1 Cint$olPs mar>et s$are $as increased from *1" per cent to *1(9 :$ile Cint$ol deodorant $as gro:n 68 "+ per cent in t$e second =uarter1 For Expert9 t$e compan8 is running a campaign :$erein it 6rands local 6ar6er s$ops and salons under t$e PExpertP 6rand1 .nder t$e programme9 its sales team introduces its products to rural fol>s t$roug$ 6ar6ers9 engaging t$e latter to co!6rand t$eir s$ops or salons as Expert salons1 )$e compan8 $as engaged "+9+++ 6ar6er s$ops salons under t$is programme1 and
Price points are also important1 Godre# $as also 6een rolling out nano pac>s priced 6et:een 's " and 's 3+1 Besides Godre# No1 3 0's "29 Cint$ol 0's &2 and Expert 0's 3+29 a couple of mont$s earlier9 it introduced Nupur 0me$ndi2 in 's " and 's 3+ pac>s1
%ashing Po"ders
%er $eard of a detergent t$at praises its foeL 7e $a%e one :$ic$ sa8s PDaag ac$$e $ainP %er8 confidentl81
For an8 ot$er 6rand9 it :ould $a%e 6een difficult to con%ince t$e customers a6out t$e product :it$ suc$ a paradoxical statement9 6ut for Surf Excel9 :$ic$ can easil8 6e called as one of t$e most po:erful detergent 6rands of India9 it seemed a ca>e :al>1 7$atPs more9 t$e 6rand not onl8 focuses on its generic space of a detergent 6ut also on ma>ing a social difference in t$e li%es of its consumers1 Surf ExcelPs social a:areness campaigns li>e PDo 6uc>et paani a6 ro?ana $ai 6ac$anaP and t$e sc$olars$ip campaign for unfortunate students too endear t$e 6rand to t$e morall8 responsi%e Indian consumer1 'ig$t from P/alita#iP9 $as done it all and in st8le1 representati%e of t$e true!6lue cost!conscious Indian :oman9 till t$e inspiring stor86oards of toda89 Surf Excel
Inno%ation trul8 distinguis$es leaders from :anna6es9 and as detergent ad%erts go9 Surf Excel $as pro%ed to 6e t$e last :ord ! 6ot$ in terms of product offering and ad%ertising communi=uV11 )$e era of /alita Mi ensured t$at Surf represented t$e :oman of t$at epoc$9 :$ic$ in turn managed to instill confidence among consumers1 Surf transformed itself into Surf Excel in 3,,& :it$ its campaign9 ;@adi Safai9 Magar P8aar Se<9 clearl8 differentiating itself from t$e $erd 68 offering a supplementar8 6enefit of care1 7$ile competitors suc$ as 'in9 Ariel9 )ide and -en>o :ere positioning t$emsel%es as detergents t$at :ould aid in t$e remo%al of dirt 68 %irtue of tec$nological expertise9 Surf Excel c$ose to :al> on an entirel8 different pat$1 And no:9 :it$ its pluc>8 glorification of dirt9 it<s :ritten t$e ne: clean!up mantra9 ;Daag Ac$c$e -ain1< In s8nc :it$ t$is credo9 t$e latest commercial of Surf Excel does not rel8 on t$ematic communication li>e t$e pre%ious )HCs1 )$e concept :as t$at :$ile >ids get stuc> on one t$ing9 stains get stuc> in 3+ different places1C Surf o:ns t$e distinction of 6eing t$e first e%er detergent 6rand in India to $a%e 6egun ad%ertising on tele%ision1 )$e 6rand $as optimall8 utilised t$e medium of )H to 6ring across t$e intrinsic :ort$ of ;6uc>et :as$1< From placid and peaceful to feist8 and =uic>!:itted9 Surf Excel toda8 practises a refres$ing modus operandi to spea> to its customer1 )$e 6rand<s ad%ertising gained a $umongous amount of exposure 68 flagging off a $ost of in!store programmes and road s$o:s t$at entrenc$ed it in t$e good 6oo>s of t$e consumer1 Being an o%erseas 6rand9 Surf $as excelled in Indian mar>ets for decades toget$er ! 68 no means a small ac$ie%ement ! and mar>eting gurus admire t$e 6rand for its s$eer tenacit81
4+
8istinctions in promotion of Surf Surf :as t$e first brand of detergent t$at :as ad)ertised on T/. It is ad%ertised on more t$an ?>> c#anne"s across t$e glo6e 1 Introduced t$e concept of b c1et %as# to $ouse:i%es :$o up till no: used to :as$ing clot$es :it$ laundr8 soap 6ars1 Brand to set up a one!stop s$op ! called Care "ine ! for people see>ing solutions to t$eir %aried laundr8 pro6lems1 Surf Excel under:ent %arious c$anges in its Brand CommunicationF from 2'a"ita-iE to Dd#oondte re# -aaoge E to D-aise b#i daag #o. s rf exce" #ai na E9 and is toda8 communicated on t$e platform of D,#aag ac#c#a #aiE1 -// is no: re:or>ing t$e Surf Excel strateg8 68 mo%ing a:a8 from positioning t#e brand on functional 6enefits9 to 6uilding an emotiona" connect. Surf Excel is currentl8 running t:o campaigns riding on t$e popularit8 of t$e @,aag Ac#e &ain@ 6 ,irt is good) campaign1 )$e ne: campaign too stri>es a c$ord :it$ t$e consumers1 Po:er of a JBig IdeaC1 T#e second campaign ta>es a cue from t$e 7or"d c p1 )$e ad features a group of >ids preparing for 7or"d C p =>:B1 )$e compan8 #as re(pac1aged t#e prod ct sing bric1 pac1aging :$ic$ is a first among detergents in t$e countr81 #adio cit' campaign Surf Excel9 a leading detergent 6rand from -industan .nile%er /imited9 $as come toget$er :it$ India<s leading 'adio Net:or>9 'adio Cit8 ,313 Fm to cele6rate International Peace in Mum6ai9 :$ere C$ildren across t$e cit8 got dirt8 for a no6le cause and spread t$e message of peace in a uni=ue & colorful :a81 C$ildren across Mum6ai are in%ited to participate in t$is acti%it8 t$roug$ an on air campaign on 'adio Cit81 Across sc$ools9 >ids :ill lea%e colorful $and impressions on multiple can%ases1 Surf Excel :ill t$en s$o:case t$ese can%asses on $oardings and in malls across t$e Cit89 in a 6old statement for 7orld Peace as defined t$roug$ a C$ild<s e8es1
43
$en :e t$in> of strong detergent in general and lo: cost in particular9
Nirma is t$e first 6rand :$ic$ comes to our minds1 E%er8one remem6ers not #ust t$ese lines 6ut also t$e tuneO
7as#ing po%der Cirma.
7as#ing po%der Cirma* ,ood# si safedi Cirma se aa0e. rangeen 1apda b#i 1#i"(1#i" -a0e* 9e1#a. Ea0a. Meena a r S s#ma. Sab1i pasand Cirma )$e >ind of impact t$at Nirma<s simple BDancing GirlC ad%ertisement managed to $a%e on prospecti%e 6u8ers :as p$enomenal1 It per$aps :as t$e most famous audio!%isual of its times1 And it remained etc$ed in t$e minds of people for a %er8 long time1 Ad%ertisements of Nirma focus on t$e BperformanceC and Bcost effecti%eC features of t$e :as$ing po:der :$ic$ $as made it popular in most Indian $ouse$olds9 :$o $a%e 6een using it for man8 8ears no:1 )$is product is targeted for middle class and lo:er middle class population of India1 7as$ing Po:ders $a%e undergone a num6er of c$anges in terms of composition9 ad%ertising etc e%er since t$e8 :ere first introduced1 And consumer preferences $a%e also c$anged accordingl8 :it$ people more comforta6le :it$ more sop$isticated 6rands1 Ket9 Nirma :it$ its distinct 8ello: color 0later :$ic$ 6ecame 6lue2 does crop up some:$ere in t$e mind space of consumers9 e%en nonusers1 )$e detergent 6rand t$at started out of @arsan6$ai PatelEs 3++ s=uare feet :or>s$op in 3,&, continues to 6e popular in middle!class $omes of t$e countr81 'ecentl8 Nirma launc$ed t$e Eunder:aterE commercial9 :$ic$ s$o:ed dancers mo%ing :it$ flo:ing fa6ric ! a metap$or for clot$es 6eing :as$ed in a 6uc>et1 An important point in t$e ad :as t$at it did not use t$e iconic Nirma #ingle1 )$is :as a first since 3,(*9 :$en t$e first Nirma ad :as made1 No:9 Nirma :anted its communication to get 6ac> to tal>ing a6out t$e dirt tac>ling properties of t$e detergent9
4*
as :ell as use t$e legendar8 E7as$ing po:der NirmaE #ingle )$e 6rand :as firm t$at it did not :ant to carr8 on :it$ t$e montage film routeF it needed a different ta>e on dirt remo%al1 )$e ad opens on t$e s$ot of a %e$icle rolling into a puddle1 A large amount of slus$ is a6out to fall onto a :oman :$o is passing 681 But #ust as t$e slus$ is read8 to land on t$e :oman9 s$e sternl8 turns to:ards t$e puddle1 Pointing $er index finger at t$e slus$9 s$e sa8s9 JNirma1 7as$ing po:der1J )$e slus$ pauses9 surprised at t$e :omanEs :ords1 S$e continues :it$ t$e :ords of t$e #ingle9 in a firm tone and :it$out an8 music9 and t$e slus$ 6egins to feel t$reatened1 Finall89 s$e :al>s a:a8 untouc$ed 68 t$e slus$9 :$ic$ plops 6ac> into t$e puddle9 muc$ to t$e surprise of t$e onloo>ers1 7it$out an8 c$ange to t$e product itself9 t$e )HC con%e8s t$e fact t$at dirt $ad 6etter sta8 a:a8 from Nirma1 )$oug$ D$8ani :as s>eptical a6out :$et$er t$e 6ig 6osses at Nirma :ould li>e t$e firmness of tone in t$e #ingle9 $e :as pleasantl8 surprised :$en t$e8 :ere glad :it$ t$e strict stand1 NirmaEs success is s8non8mous :it$ its ad%ertising and mar>eting strateg81 7$en @arsan6$ai Patel started selling $is detergent po:der9 $e decided to call it Nirma9 deri%ed from t$e name of $is daug$ter Nirupama1 In t$e earl8 8ears9 t$e Nirma pac>et featured a lad8 :as$ing a garment1 /ater9 $o:e%er9 t$e design :as c$anged and an image of $is daug$ter :as featured on t$e pac>1 )$e :$ite dancing girl9 featured in NirmaEs tele%ision ad%ertising9 is per$aps t$e most enduring image of Nirma1 )$oug$ Ms1 Patel passed a:a8 in a car accident9 s$e continues to li%e on in t$e corporate logo and t$e 6est selling 6rands of t$e compan81 NirmaEs ad%ertising $as al:a8s focused on t$e %alue!for!mone8 angle1 Its simple and catc$8 #ingle ! , d# si safedi Cirma se a0e. rangin 1apda b#i 1#i" 1#i" -a0e ! $as continued to ec$o in t$e dra:ing rooms of middle!class Indian $omes t$roug$ t$e decades1 7$ile t$e #ingle stresses on t$e product9 it also salutes t$e sa%%8 and 6udget conscious Indian $ouse:ife1 )$e #ingle9 :$ic$ :as first aired on radio in 3,A"9 :as 6roadcast on tele%ision in 3,(*1 It is one of t$e longest running #ingles and t$e spot $as seen %er8 fe: c$anges since t$e time it :as first aired1
NirmaEs promotion strateg89 too9 $as man8 firsts to its credit1 )$e compan8 pioneered product sponsors$ip t$roug$ t$e electronic media1 Besides9 t$e compan8 $as de%eloped a uni=ue ad%ertising strateg8 ! ne: products are launc$ed :it$ no ad%ertising support1 5nce t$e distri6ution glitc$es are sorted out and t$e product reac$es t$e s$el%es of retailers9 t$e compan8 6egins to ad%ertise it1 )$e um6rella 6randing strateg8 $elps to gi%e ne: products instant recall :it$out increasing t$e ad%ertising expense1 Nirma used radio9 posters9 6anners and mo6ile %ans among ot$ers as 6etter media options1 It :as also one of t$e first ma#or ad%ertisers on t$e National Net:or>9 a fact 6orne 68 its #ingle 6Cirma ,etergent ti1ia. is1e -#aag ne -aad 1ar di0a). :$ic$ still generates instant recall1 7$en 8ou $ear t$e all too!familiar tune 7as$ing Po:der Nirma9 8ou instantl8 >no: :$at it is tal>ing a6out1 )$e title ENirma GirlE going round and round on $er feet and $er :$ite dress rising fluff too made for a strong mnemonic for t$e 6rand1 )$is stood up to SurfEs /alita#iEs Jsama#$dari1J
Segment - Cosmetics
Promotional tools over the 'ears )H Campaign Fairness Meter Fair & /o%el8 Sc$olars$ip *++A on 'eliance Programme
Mo6ile or ' 7orld 0Aug 34 ! Sep 3A9 4"9+++ 'esponse Getting t$e Dream Man t$ere :ere a series of films made on getting t$e man of one<s dreams1 In addition9 Fair & /o%el8 also spo>e to t$e married :omen a6out >eeping t$e spar> in t$e marriage ali%e1 )$e Air$ostess ad1 A 8oung dar> s>inned colored girl<s fat$er laments $e $as no son to pro%ide for $im9 as $is daug$ter salar8 :as not $ig$ enoug$!t$e suggestion 6eing t$at s$e could not get 6etter #o6 or get married 6ecause of $er dar> s>in1
44
)$e girl t$en uses t$e cream 6ecomes fairer9 and gets 6etter paid #o6 as an air $ostess! and ma>es $er fat$er $app81 )$eater Actress Ad%ertisement Fair and lovel' scholarship )$e Fair & /o%el8 sc$olars$ips are a:arded annuall8 to deser%ing 8oung girls :$o intend to pursue $ig$er education in India leading to Graduation9 Post!Graduation and P$D1 A:arded 68 t$e Fair & /o%el8 Foundation9 t$e 's 3++9+++ 2.S W *"++2 sc$olars$ip is meant for :omen ;:it$ an aptitude and am6ition to ac$ie%e t$eir goals<1 )o pro%ide %isi6ilit8 and s8nerg8 to t$e Fair & /o%el8 Campaign ! 'eliance Communications< ' 7orld platform :as t$oug$t to 6e t$e 6est medium for ad%ertising t$e Sc$olars$ip programme for :omen as it gi%es a $ig$ reac$ in t$e desired target group )$e Foundation specificall8 targets :omen :$o are from t$e lo:!income groups in t$e rural and ur6an India1 )$is 6eing a CS' acti%it8 t$e o6#ecti%e :as to ena6le lead generation of potential :omen candidates :it$ a cost effecti%e campaign as -industan .nile%er /td did not include t$e traditional media ! )H & Print in its plan1 )o 6rea> free from t$e clutter of t$e traditional medium and 6e t$e first 6rand under t$e -industan .nli%er /imited um6rella to explore t$e mo6ile platform :$ic$ $as ne%er 6een used 68 t$e compan8 in India 6efore1 Induce call for action 68 enticing t$e user to fill in personal important details after s$aring t$e Sc$olars$ip and Fair & /o%el8 Foundation information :$ic$ t$en could 6e follo:ed upon to s$ortlist t$e applications recei%ed1 Banner Ad%ertisingD Fair & /o%el8 Sc$olars$ip clic>a6le 6anner on top of t$e screen on t$e Main Menu of t$e 'eliance Mo6ile 7orld in 7AP $andsets1 )$e Banner :as concei%ed to 6uild rapid a:areness a6out t$e Fair & /o%el8 Foundation and sc$olars$ip program1 MicrositeD )$e 6anner :as also lin>ed to t$e microsite :$ic$ captured t$e essence of t$e program in 6rief and allo:ed t$e interested users to appl8 t$en and t$ere1 Millions of Impressions 2more t$an * million impressions2 $a%e 6een recorded on t$e Fair & /o%el8 Foundation Banner Ad
4"
)$e Banners :ere rotated I refres$ed at regular inter%als to maintain salienc8 & ensure t$at it does not 6ecome a 6lind spot1 Fair & /o%el8 Sc$olars$ip ToneD /ead Generation Tone for t$e fair & /o%el8 Sc$olars$ips Aspiring :omen could appl8 for t$is sc$olars$ip t$roug$ 'eliance Mo6ile P$ones< ' 7orld for t$e first time1 S$ort!listed applicants :ere to 6e contacted 68 Fair & /o%el8 Foundation Potential students can send t$eir entries t$roug$ 'eliance Mo6ile 7orld on ' 7orldX-ot N Ne:XXSc$lrs$p Tn Circles targeted to tap maximum num6er of applications ! .P9 AP9 Ma$aras$tra9 Mad$8a Prades$ &C$$atisgar$9 )amil Nadu9 7est Bengal and @arnata>a1 Candidates could fill!in important information suc$ as name9 age9 area of interest to appl8 t$roug$ t$e 'eliance Mo6ile 7orld and appl8 instantaneousl8 for t$e sc$olars$ip1 )$e ?one also $as detailed information a6out t$e Sc$olars$ip program and picture of one of t$e pre%ious sc$olars$ip :inner ! Amrita Sing$ :$ic$ :ill inspire ot$ers to appl8 More t$an +9+++ students $a%e applied on t$e 'eliance Mo6ile 7orld till date9 filling in all 4 inputs re=uired for a successful entr8 SMS BlastD SMS $as 6een sent to all su6scri6ers in t$e select circles for dri%ing traffic to t$e Sc$olars$ip Tone9 encouraging students to appl81 IH'D )$e sc$olars$ip Program $as also 6een promoted t$roug$ t$e IH' in select circles1 )$e message rela8ed ga%e information a6out t$e program and directed t$e su6scri6ers to appl8 t$roug$ t$e 'eliance Mo6ile 7orld1 S$ort CodeD Su6scri6ers can also appl8 68 responding t$roug$ t$e S$ort Code "3* 4 to 'eliance Communications1 'eliance Mo6ile 7orld 7e6siteD Campaign details $a%e also 6een uploaded on t$e 'eliance Mo6ile 7orld :e6site
4&
$he Campaign #esults
Promotions in #ural mar(et

7$en -industan /e%er9 t$e fast!mo%ing consumer goods numero uno9 em6ar>ed on an exercise in *++* to promote its Fair & /o%el8 6rand in t$e rural mar>ets9 t$e 6rief :as simple and clearD t$e 6rand :as 6eing loo>ed at 68 rural consumers more as a one!time ma>e!up product rat$er t$an as a process product and t$is mis!positioning $ad to 6e corrected rig$t a:a81 )$e c$allenge :as to con%e8 to t$e consumers t$at t$is product $ad to 6e used regularl8 for a %isi6le difference in complexion to $appen1 /e%er<s solution :as an out!of!t$e!6ox oneD )$e compan8 created a 6rand am6assadorY an educated :oman in $er mid!t:enties :$o :as seen as a trendsetterYto spread its gospel among t$e %illage<s :omen fol>1 )$e person :as c$ristened t$e ;Fair & /o%el8 Didi<9 a person :$o :ould educate :omen to 6ecome sar)a g n sampan 0i1e19 replete :it$ fine =ualities2 68 gi%ing t$em coo>er8 tips9 tips on $o: to do fine em6roider8 and so on1 B8 *++49 t$e initiati%e $ad expanded in scope to co%er 339+++ %illages1 )$e strateg8 6ore fruitD 7it$in t:o mont$s of its operation in an area9 more t$an (+G of t$e consumers t$ere :ere %ie:ing t$e 6rand as a process product1 Encouraged9 -// applied t$is tactic to its ot$er 6rands as :ell1 4A
7$ile connecting :it$ t$e rural masses $as al:a8s 6een an integral part of /e%er<s mar>eting strateg89 stri>ing an emotional c$ord :it$ rural India $as no: 6ecome t$e mantra for success of e%er8 6ig compan8 Promotion: Ad%ertisements on )ele%ision In serial 6randing :it$ product placement in DD serials #elationship &uilding: Direct Contact Programs :it$ %illagers ! sales team to %isit from time to time to increase a:areness9 induce trial and repurc$ase Find and target opinion leaders of t$e %illage to increase ad%ocac8 for our product P5P<s ! danglers9 s$op 6randing9 6us s$elters9 6untings )arget 6eaut8 parlors ! to stoc> and ad%ocate our product Presence of stalls during Ba?aar ! offering ma>eo%ers and sampling
I$C ,ISC1I$S
Biscuits and tea in t$e morning :ere a routine1 So :ere t$e >e8 mar>et pla8ers and t$eir fa%orite products1 )$e t:o ma#or pla8ers Britannia and Parle :ere 6us8 6iting of c$un>s of t$e national mar>et among t$emsel%es9 :it$ a $ost of smaller 6rands in %arious regions1 7$ile t$e 6usiness :as still %er8 competiti%e9 t$ere :asn<t an8t$ing ground6rea>ing1 In *++ 9 :it$ I)C fora8ing into t$e segment9 a lot of t$at c$anged1 At t$at time9 Britannia and Parle $eld9 6et:een t$em o%er (* per cent of t$e mar>et in %alue terms1 I)C decided to enter t$e foods segment 6ecause it<s a 's ""+9+++ crore mar>et in India1 But onl8 & per cent of t$is is 6randed and pac>aged
4(
Promotions In August *++ 9 a mont$ after its launc$9 t$e compan8 undertoo> a ma#or sampling exercise topromote t$e product1 For t:o 8ears t$en9 t$e 6rand did all t$e usual rounds Y riding 6e$ind 6uses9 6loc>ing tele%ision spots9 6oo>ing t$at corner space in 8our fa%orite ne:spaper and so on1 In April *++"9 Sunfeast launc$ed its ma#or campaign1 It signed on -indi film actor9 S$a$ 'u>$ @$an as its 6rand am6assador1 In t$e same 8ear9 as t$e official sponsor of t$e 7)A tennis c$ampions$ip Y titled t$e Sunfeast 5pen Y t$e compan8 $ad teenage sensations Sania Mir?a and Ma$es$ B$upat$i campaigning for it1 But t$at<s not all1 For promotions in sout$ern states9 Sunfeast $as signed )amil super star Sur8a as a 6rand am6assador1
Cornetto Ice Cream

M sic a"b m campaign @:alit8 7allEs Cornetto launc$ed t$e music al6um E-o Maane DeE in colla6oration :it$ .ni%ersal Music to promote its t:o ne: fla%ours ! Blac> Forest Flirt and Stra:6err8 )ease Ca>e1 )$e music al6um features talented singer 'ag$a% Sac$ar and t$e multi!faceted S$ruti -assan1 Besides t$e al6um9 a uni=ue campaign EDedicate and 7inE :as also rolled out1 )$is campaign promotes t$e expression of lo%e 68 facilitating people to dedicate songs to lo%ed ones o%er t$e mo6ile or internet1
Axe 8eodorant
Call Me5 campaign )$e stud8 a6out p$one con%ersations conducted on A"+ girls 68 Axe researc$ la6s across six cities in India s$o:ed t$at getting a girls p$one num6er is a first step for:ard in t$e mating game1 )$is insig$t dro%e t$e ne: Axe BCall meC campaign idea t$at s$o:s girls gi%ing out t$eir p$one num6ers uncontrolla6l8 to gu8s :$o are :earing Axe1 Besides t$e )HCs a full &+ media plan :as used to dri%e consumers to call t$e Axe num6er1 A6out 4" la>$ calls :ere recei%ed on t$e Axe num6er and 3+ la>$ :a>e up alarms :ere registered1
4,

Advertising and Promotion of Different FMCG Brands in India

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Advertising and Promotion of Different FMCG Brands in India

Uploaded by

Copyright:

Available Formats

Expansion & Promotion Strategies of different FMCG brands in India

Expansion & Promotional Strategies of different FMCG Brand in INDIA

Expansion & Promotional Strategies of different FMCG Brand in INDIA

Expansion & Promotional Strategies of different FMCG Brand in INDIA

Sales Promotion strategies

Expansion & Promotional Strategies of different FMCG Brand in INDIA

Expansion & Promotional Strategies of different FMCG Brand in INDIA

Major methods for advertising

#adio announcements: A ma#or ad%antage of radio ads is t$e8 are usuall8

Expansion & Promotional Strategies of different FMCG Brand in INDIA

Promotional activities through Media

Expansion & Promotional Strategies of different FMCG Brand in INDIA

#ural Promotion and Advertising

Expansion & Promotional Strategies of different FMCG Brand in INDIA

Expansion & Promotional Strategies of different FMCG Brand in INDIA

Promotional Activities in )**+

Expansion & Promotional Strategies of different FMCG Brand in INDIA

Expansion & Promotional Strategies of different FMCG Brand in INDIA

/-industan 1nilever .imited0

Expansion & Promotional Strategies of different FMCG Brand in INDIA

Expansion & Promotional Strategies of different FMCG Brand in INDIA

3CP. (Godrej Consumer private Ltd)

Segment - 2#A. CA#E

Expansion & Promotional Strategies of different FMCG Brand in INDIA

Expansion & Promotional Strategies of different FMCG Brand in INDIA

Expansion & Promotional Strategies of different FMCG Brand in INDIA

toot$paste 6rand for t$ree 8ears in running1C

Expansion & Promotional Strategies of different FMCG Brand in INDIA

Expansion & Promotional Strategies of different FMCG Brand in INDIA

Expansion & Promotional Strategies of different FMCG Brand in INDIA

Expansion & Promotional Strategies of different FMCG Brand in INDIA

$rial pac( campaign

Expansion & Promotional Strategies of different FMCG Brand in INDIA

%a&ily 'alue Pac( for )s. *2+,. Sa)e 9s. :;<(.

.el is cooling you a

w ole new di&ension of 1/0g a !lean plus a *0g tube wit

'alue Pac( for )s. 01+,. Sa)e 9s. =><(.

Expansion & Promotional Strategies of different FMCG Brand in INDIA

$oiletries Soaps and Shampoos

Expansion & Promotional Strategies of different FMCG Brand in INDIA

Expansion & Promotional Strategies of different FMCG Brand in INDIA

Expansion & Promotional Strategies of different FMCG Brand in INDIA

Expansion & Promotional Strategies of different FMCG Brand in INDIA

Expansion & Promotional Strategies of different FMCG Brand in INDIA

Expansion & Promotional Strategies of different FMCG Brand in INDIA

Promotional Strategies of different FMCG 6rands in India

Expansion & Promotional Strategies of different FMCG Brand in INDIA

6iggest soap 6rand $as 6een

Expansion & Promotional Strategies of different FMCG Brand in INDIA

Expansion & Promotional Strategies of different FMCG Brand in INDIA

Expansion & Promotional Strategies of different FMCG Brand in INDIA

Expansion & Promotional Strategies of different FMCG Brand in INDIA

Expansion & Promotional Strategies of different FMCG Brand in INDIA

Expansion & Promotional Strategies of different FMCG Brand in INDIA

Expansion & Promotional Strategies of different FMCG Brand in INDIA

Expansion & Promotional Strategies of different FMCG Brand in INDIA

Expansion & Promotional Strategies of different FMCG Brand in INDIA

Expansion & Promotional Strategies of different FMCG Brand in INDIA

Expansion & Promotional Strategies of different FMCG Brand in INDIA

$en :e t$in> of strong detergent in general and lo: cost in particular9

Expansion & Promotional Strategies of different FMCG Brand in INDIA

Expansion & Promotional Strategies of different FMCG Brand in INDIA

Expansion & Promotional Strategies of different FMCG Brand in INDIA