69225875 Advertising and Promotion of Different FMCG Brands in India

8/14/2019 69225875 Advertising and Promotion of Different FMCG Brands in India

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Expansion &

Promotion Strategiesof different

FMCG brands in India


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Expansion & Promotional Strategies of different FMCG Brand in INDIA

Index

Contents Page no.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 3*

GCP/ 0Godre# Consumer Pri%ate 34/td12

Segment ! 5'A/ CA'E 34

!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 44

I)C Biscuits 4(Cornetto Ice cream 4,Axe Deodrant 4,

*


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Introduction

)$e fast mo%ing consumer goods 0FMCG2 sector is also a rapidl8 e%ol%ing one9 :$erecompanies $a%e to literall8 ;mo%e fast< to ensure t$e8 are a$ead of t$e competition17$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 $a%e a %ast portfolio ofproducts and 6rands t$at >eeps gro:ing 68 t$e da81

)$e Indian financial 8ear starts in April :$ile as t$e pea> consumption season ! 6ot$ foragricultural and consumer products in India is in t$e post!monsoon p$ase 6eginning5cto6er1 )$is also coincides :it$ 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 duringt$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 intime 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 + 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 )$e8 alsofocus a great deal on ne: product launc$es17it$ gro:ing competition in t$e sector9 it is natural t$at ad spends >eep rising1 .nli>e t$emanufacturing sector9 FMCG is not capital!intensi%e9 6ut expenditure on promotions and6randing is $uge1FMCG pla8ers also $a%e to di%ersif8 into ot$er su6!sectors to ensure continuous gro:t$1For instance9 leading companies are no: 6ris>l8 expanding t$eir presence in t$e 6a>er8segment9 en$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 arecurrentl8 un%eiling ne: campaigns relating to t$eir 6a>er8 product launc$es1 )$epromotion strateg8 includes t8ing up :it$ top Boll8:ood actors and ot$er cele6rit8 6randam6assadors9 6esides going in for $ig$!profile launc$es at leading retail malls andoutlets1'ural mar>eting is t$e muc$ tal>ed su6#ect for t$e 6usiness esta6lis$ment1 A decade agorural mar>et :as seem to 6e unstructured and t$is :as not found to 6e a target location oft$e corporate1 )$is is due to t$e $urdles suc$ as illiterac89 lac> of tec$nolog8 and ot$erfactors leading to t$e poor reac$ of products1 But no: Go 'ural is t$e slogan ofmar>eting gurus after anal8?ing t$e socio economic c$anges in %illages1 7it$ t$e c$angingmar>eting scenario9 t$e corporate mar>eting strategies need to 6e res$aped in order to $a%ean increased a:areness among consumers and t$e o%erall de%elopment in t$e rural sector1)$e 4 Peting :$ic$ 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 $a%e graduated to6randed products :it$ increased afforda6ilit8 as a result of increasing rural income1 'uralmar>et is one of t$e 6est opportunit8 for sector in India1 In t$is stud8 t$e focusing is on t$estrategic issues of FMCG companies in rural mar>eting1


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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 relationacti%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 strategies

3!A pus$ strateg8

*!A pull strateg8 or

!A com6ination of t$e t:o

A pus$ sales promotion strateg8 in%ol%es pus$ing 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 pus$ it for:ard to t$e consumer1 )8pical pus$ sales promotion

strategies include 6u8!6ac> guarantees9 free trials9 contests9 discounts9 and specialt8

ad%ertising items1

4


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For Example: Ponds Cold Creams

Pondeting

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 pr

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 com6ination sales promotion strateg8 is #ust t$at it is a com6ination of a pus$ 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

"


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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

Magaines:Maga?ines ads can get =uite expensi%e1 Find out if t$eres a maga?ine t$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


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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 dont 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 8oure doing to address

t$e issue t$roug$ use of 8our product1 For example :e do get good examples of product6ased 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


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#ural Promotion and Advertising

In countr8 li>e India9 :$ere t$e + 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%ertisingfor 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 6elo: t$e line 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 .

(


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For Example

A) Tiger Biscits!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

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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$e 6u8 t$ree9 get one

free offer on t$e 's " multipac> of /ux9 :$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 9"++

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 une =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 Bu8 * and get a

'e8nolds pen free to 's13 discount on a soap 6ar of 's13(1

Itet 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 * 3

sc$eme on t$e Superia and Hi%el Di 7ills soap1 It also $as a 6u8 four and get one free

offer on its Hi%el soap1 + 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 *" per cent extra

sc$emes1

3+


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,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 tactical promotions9 6undled offers and 6u8 more to sa%e

more concepts to 6eat t$e current recession1

GCP/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 Emamiin :ort$ 's ** free :it$ Boroplus

Ad%anced Moisturising /otion :ort$ 's ,( 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 " 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

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.. /industan .ever .imited0 no" 1.

/industan 1nilever .imited0

-industan /e%er /imited 0-//2 is Indias 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 detergents0Surf2 as :ell as $air

and s>in care products

0Sun Sil>9 Do%e9

-amam21 It is t$e

second largest

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 use

ad%ertising9 $oardings9 radio9 tele%ision and internet adsO 7$at


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31 Consider t$is 7$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 reasons

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 campaign Get Do%e soap free :it$ a >ilo of Surf Excel1

7it$ t$is promotion tactic9 -// got t$e opportunit8 of con%erting non!users 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 6randet

#epositioning and #epromoting 2rganics

7$en 5rganics :as first launc$ed on t$e platform of root nouris$ing 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 Bu8 one get one

free0B5G5F2 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

3


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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 $elped a

lot in 6rand recall t$ere68 placing 5rganics on t$e map of t$e consumers< mind1 )$atet9 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 groups first e%er ad campaign for t$e Godre# 6rand rat$er t$an

for its indi%idual 6rands suc$ as Cint$ol soap or Godre# -air D8e1Aimed at pac>aging t$e 6rand for 8ounger consumers9 t$e campaign s$o:cased t$e

groups 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#

@$elo eeto i8o1 Godre# sa8s t$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


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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"ie India Pt. 'td.0CPI/)*

indstan +ni"eer 'td1 0-./2 and ,abr 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 Grop of Companies T#e #ima"a0a ,rg Compan0 Anc#or

#ea"t# & Beat0 Pt. '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 been

t#e c#osen mar1eting strateg01 For instance9 if a product is made especiall8 for

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#arein t$e Indian oral care mar>et t$roug$ t$e

launc$ of Pepsodent9 and campaigning %it# a message t#at commnicated to


16/56

1ids and

3"


17/56


t#eir parents t#e importance of protection from germs t#rog# t#e nig#t.

As a %alue addition9 t$e next stage of t#e campaign %as focsed on 2Germ

Indicator3 %#ic# %as inc"ded in eer0 Pepsodent pac1allo:ing consumers to

see t$e efficac8 in fig$ting germs for t$emsel%es1 Follo:ing t$at9 Pepsodent offered denta"

insranceto all its consumers to demonstrate t$e confidence t#at t#e compan0

#ad in t#e tec#nica" speriorit0 of t#e prodct 1 )$e re( "anc# of t#e

campaign :idened t$e context to:ards t$e ad%erse effects of s%eet and stic104

foodand 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 pon t$e ot$er $and :as positioned as a 0ot# ora" carebrandfrom t$e %er8

6eginning1 In *++49 t$e 6rand :as re("anc#ed %it# a pb"icit0 b"it5 t$at

commnicated irtes of a 2/itamin F"oride s0stem3 present in t$e product

!! apo:erful mix of %itamins9 fluoride9 mout$:as$ and micro!:$iteners9 for fres$er 6reat$

and stronger9 :$iter teet$1 Clearl89 +' deried 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 0ot# prodct1

7$en Co"gate(Pa"mo"ie 6India)/imited 0CPI/2 launc$ed its adanced

7#itening toot#pastein *++"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#rog# te"eision commercia"sused t$e beaer 2gi""3

as a mascotof t$e product1

,abr India 'td. launc$ed ,abr 9ed toot#paste:it$ t$e 6rand association of

Star

Plus c$annel 68 sponsoring one of its programmes9 2Star Pariaar a%ards3for t:o


18/56

3


19/56


consecuti%e 8ears in *++ and *++41

Anc#or 7#ite t#e toot#paste6rand from anc$or $ealt$ and Beaut8 care P%t1 /td19 $as

6een extensi%el8 promoted as a ;fami"0 prodct3 %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 $as

also

6een $ig$l8 effecti%e in generating

brand reca"" for ne:! age oral care

products1 Perfetti Han Melleen t$roug$ t$e clutter 68

positioning #app0dent as not on"0 a c#i"dren3s confectioner0 bt a

fnctiona" prodctt$at gi%es $ealt$8 and :$ite teet$1

But t$e stor8 is not all ur6an1 'ural India ma8 :ell 6e a

sleeping giant 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

7e $a%e o6ser%ed t$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


20/56

toot$paste 6rand for t$ree 8ears in running1

3


21/56

'


An appropriate product :it$ an effecti%e communication strateg8 can dri%e t$e gro:t$

furt$er in t$e rural mar>ets9 $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 ot sma""er nits of toot#pastes at affordab"e

prices9

and $a%e also launc$ed nation%ide com( mnit0 denta" #ea"t# programmes

and

informatie commercia"s on denta" #0gienein 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

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$e toot$pastes

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$er geltoot$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 SMS MaxFres$ to "++ for a free sample1


22/56

3(


23/56


-ere are fe: strtegies adopted 68 Colgate max fres$

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

Campaign on

5nline 'eac$ing consumer across %arious sites1

Mo6ile Do:nloads for consumers

Extensi%e online media plan Inno%ations and large si?ed 6anners across portals

PPC 0SEM2 a customi?ed searc$ mar>eting campaign on Google

@e8:ords ranging from Halentineet9 Mo%ies9 Business9 Ne:s

Google partner sites related to 6oll8:ood greetings #o>es 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*:in1commaxfres$

Mo6ile integration ena6led consumers to not onl8 do:nload ringtones &:allpapers 6ut also pla8 interesting games & get a ;Fres$ o>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$ooIndiatimesMSNSif8

3,


24/56


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$at t$ecampaign $as $ig$ impact1

)$is inno%ation re!s>ins t$e 6ro:ser 6ar :it$ MaxFres$ 6rand colors and message !

deli%ering cut t$roug$ %isi6ilit81

In addition to t$is9 ric$ media creati%e :as used :$ere%er possi6le to maintainimpact1

P$ase * of t$e campaign focused on specific games on t$e site to ensure %isitors >eep

coming 6ac>

Microsite:::1media*:in1commaxfres$

)$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$e site9 timed :it$ Halentineiss1 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" C)'1

Do:nloads from t$e site close to (+++1

*+


25/56


$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 address9cit89 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 offerpromotion 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$ilds 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


26/56


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 plus a 100g

tube wit a !olgate "#tra

!lean $ootbrus in a

%a&ily alue Pac( for )s.

*2+,. Sae 9s. :;


27/56

'


$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 6randsinclude /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 + of t$e soap mar>et9 68 %alue1 Currentl89 t$e soap industr8 is di%ided into t$ree

segments namel8 Premium9 Popular and Econom8 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$e ;Is it lo%eL No itind remar>s t$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

*


28/56


claim t$at Do%e $as gro:n 68 3++ in s$ampoos and

* 68 4* in soaps1 Do%e is t$e largest premium 6rand in t$e -industan .nile%er

portfolio9 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


29/56

7


come of age in terms of affluence1 )$e soap per cent to t$e -industan /e%er detergent 6usiness

turno%er and $adnt undergone a ma#or restructuring and repositioning in 3+ 8ears1

-o:e%er9 t$e sales :ere declining as t$e consmers %ere moing a%a0 fromt#e carbo"ic based soaps to beat0soaps ( perceied to be sperior* %it#

better fragrance and "at#er*

aspirationa" image.

)$e agenc8 de%ised a strateg0 to ensre t#at it adocated fami"0 #ea"t#

rat#er t#an

persona" #0giene. )$ere :ere large c$un>s of t$e users :$o :ere in

@nreac#ab"e

areas@ ( rra" mar1ets 1 )$roug$ )H and print campaigns9 t$e agenc8 team focused

attention on t$e famil8 $ealt$ t$emes9condcted consmer edcation exercise

sing

@Germ tests@ t#rog# m"timedia and esta6lis$ed t$e 6rands credentials as an

aut$orit8 in acredi6le manner1 )$e agenc8 also explored t$e communication options

during important da8s suc$ as 7orld -ealt$ Da81 For rra" mar1ets it created


30/56

t#e

'ifebo0 S%as#t#0a C#etana pro-ect %#erein > teams of #ea"t#

officers tapped

;>>> i""ages in :: states. ear"0 > mi""ion peop"e in rra" areas %ere

coered. T#e

*"


31/56


brand registered a ?> per cent increase in o"mes and t#e s#are of

contribtion to ''Ds detergent diision trnoer increased to 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$a>um6$ at Alla$a6ad is t$e 6iggest mela in India and9 :it$

its focus on cleansing is a good fit for t$e $ealt$

Promotion in Melas

'ifebo0 for #ea"t#D message of t#e brand@1 Innoatie commnication

too"s %ere sed at t#e me"a to communicate t$e importance of $ealt$ and $8giene1

)$e compan8 : sta""s at %arious points in t$e mela grounds1

Some #and(carts #ae a"so been dep"o0ed for increasing access 1 )$e num6ers

of 6ot$ :as increased 6ased on response1 )$e acti%it8 aims to 6uild a%areness in t$e

target audience a6out $8giene and $ealt$ t$roug$ prodct demonstrationsJ1 People in

Mela :ere as>ed to put t$ere $ands 6elo: some special camera :$ere t$e 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


32/56


pro%en to protect from -3N3 t8pe %irus1 7as$ a:a8 s:ine flu germs9 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 )$e ads are all o%er t$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 )$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$reat9 sa8s a compan8 spo>esperson1

7a8 6ac> in 3,("9 /ife6uo8et coincided :it$ t$e out6rea>

of t$e plague epidemic1 )$at %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 /ife6uo8 S:ast$8a C$etna9

:$ere it spread information on $o: :as$ing $ands can >eep diseases a:a89 targeted a


33/56

*


34/56


population of " crores in 3"+++ %illages1It 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

/ife6uo8 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>s

)o esta6lis$ t$e presence of germs9 e%en on clean $ands9 t$roug$ t$e use of a glo:

germ demo >it 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$ :$en ingested9 cancause stomac$ 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$eglo: germ demo >it to demonstrate t$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$e formation of local self!$elp communities 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 /ife6uo8S: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 0%illage

elders21Co%ering 3+ million people in +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

*(


35/56

D


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 6rands crusade1

,ana'e ealth'

industan Campaign

/ife6uo8 conducted a 3

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 Bana8e -ealt$8 -industan signature campaign :$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 Indias $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$ennai9 -8dera6ad & aland$ar to generate a:areness a6out t$e latest t$reat ! s:ine

flu1

ettol cele6rated its " 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

also as a premium soap1

)$e 6rand cele6rated its " 8ears 68 reinforcing t$e germ >illing positioning and t$e

tagline J Be 3++ 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

*,


36/56

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 fromDa6uritte8 cities in t$e countr8 to raise a:areness on pre%ention

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$

+


37/56

S


positions itself as Dettol >ills ,,1, 6acteria and Flu %iruses 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 une *++( to (13 per cent in une *++,9 placing it a$ead of 7ipros 6eaut8 soap

Santoor as t$e countr8s t$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(! and 's1 *,! for +gm and 3*+gm respecti%el81 )$e li=uid

$and:as$ :ill 6e a%aila6le in t$ree si?es ! *"+ml pump at 's1 ""!9 3("ml pouc$ at 's1 +!

and ,++ml refill pac> at 's1 3"! )$e pricing is at par :it$ t$e existing portfolio of Dettol

soaps and li=uid $and:as$1

As part of an introductor8 offer9 a discount of 's1 *! and 's1 4! is 6eing offered on

+gm and 3*+gm soap 6ars respecti%el81 )$is offer :as %alid during t$e mont$ of

Fe6ruar8 and Marc$ *++,1

antoor9 Indias t$ird!$ig$est selling

soap 6rand9 and Sout$ Indias second

6iggest soap 6rand $as 6een 6uilt

assiduousl8 :it$ ad%ertising t$at $as

presented t$e Santoor 7oman in a mista>en

identit8 situation1 )$e campaign9 :$ic$ is

in its *+t$ 8ear9 >eeps getting refres$ede%er8 t:o 8ears1 7omen :ant t$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

3


38/56


onl8 to 6e stopped for age proof1 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>inin9 $as remained constant o%er t$e 8ears1 And t$e compan8 intends to >eep it t$at :a8 as

long as it 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 $as #ust 1" per cent s$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 **1 per cent 0/ife6uo8 is at **1,

per cent21

*


39/56

7


$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 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: But :$en S1 Pradeep #oined t$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


40/56

)


$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 "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 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 contest 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$oppers Stop along :it$ an exclusi%el8

designed Neeta /ulla sari and a 6eaut8 ma>eo%er 68 Mic$elle )ung9 Ais$:ar8as

preferred designer and st8list1 )$e piUce de rVsistance :as a dinner date :it$ Ais$:ar8a 'ai

$erself1

/ux cele6rated " 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 3 to "9 s$e :ould get an e=ui%alent discount 0in rupees2 on $er

purc$ase from $er s$op>eeper1 If t$e consumer found " 8ears :ritten inside t$e star9 s$e

:ill get a 8ear$ @$an as t$eir


43/56

5


latest 6rand am6assador1 @areena @apoor9 u$i C$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$e 6rand is also a :a8 of attracting attention to:ardst$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$e image9 Ne: Cint$ol 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

success it gra66ed ( 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


44/56


A complete positioning o%er$aul :as underta>en 6et:een 3,, and 3,,"1 S$a$ 'u>$

@$an 6ecame t$e 6rands ne: icon1 -is panac$e matc$ed t$e 6rands ne: platform

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 )an taa?a9 man

taa?a 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$e countr8s t$ird largest soap 6rand1 Cint$ols mar>et s$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 Expert 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 and

salons under t$is programme1

(


45/56

E


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 Daag ac$$e $ain %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$ats more9 t$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 Excels social a:areness campaigns li>e Do 6uc>et paani a6

ro?ana $ai 6ac$ana 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 /alita#i9 representati%e of

t$e true!6lue cost!conscious Indian :oman9 till t$e inspiring stor86oards of toda89 Surf Excel

$as done it all and in st8le1

,


46/56


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 )$e era of /alita i ensured t$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


47/56


8istinctions in promotion of Surf

Surf :as t$e first brand of detergent t$at :as adertised on T/. It is ad%ertised on

more t$an ?>> c#anne"sacross t$e glo6e 1

Introduced t$e concept of bc1et %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 Communication from 2'a"ita-i

to Dd#oondte re# -aaoge to D-aise b#i daag #o srf exce" #ai na 9 and is

toda8

communicated on t$e platform of D,#aag ac#c#a #ai1

-// is no: re:or>ing t$e Surf Excel strateg8 68 mo%ing a:a8 from positioning

t#e brandon 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 Idea1

T#e second campaign ta>es a cue from t$e 7or"d cp1 )$e ad features a group of

>ids preparing for 7or"d Cp =>:1

)$e compan8 #as re(pac1aged t#e prodct sing bric1 pac1aging :$ic$ is a firstamong 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


48/56

7


$en :e t$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 irma

7as#ing po%der irma*

,ood# si safedi irma se

aa0e

rangeen 1apda b#i 1#i"(1#i"

-a0e*

9e1#a a0a Meena ar

Ss#ma

Sab1i pasand irma

)$e >ind of impact t$at Nirmas$op in

3,, continues to 6e popular in middle!class $omes of t$e countr81

'ecentl8 Nirma launc$ed t$e under:ater 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


49/56

4*


50/56


as :ell as use t$e legendar8 7as$ing po:der Nirma #ingle

)$e 6rand :as firm t$at it did not :ant to carr8 on :it$ t$e montage film route 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$e :omans :ords1 S$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

Nirmas 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 alad8 :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 Nirmas 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

Nirmas ad%ertising $as al:a8s focused on t$e %alue!for!mone8 angle1 Its simple and

catc$8 #ingle ! ,d# si safedi irma 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,"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

4


51/56


Nirmas 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 6irma ,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 Nirma Girl 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 Surfs /alita#is Jsama#$dari1J

Segment - Cosmetics

Promotional tools over the

'ears

)H Campaign

Fairness Meter

Fair & /o%el8 Sc$olars$ipProgramme *++ on 'eliance

Mo6ile or ' 7orld 0Aug 34 ! Sep

39 4"9+++ 'esponse

Getting t$e Dream Man t$ere :ere

a series of films made on getting

t$e man of onee

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>in1

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)$e girl t$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 goalsed 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"


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)$e Banners :ere rotated refres$ed at regular inter%als to maintain salienc8 & ensure

t$at it does not 6ecome a 6lind spot1

Fair & /o%el8 Sc$olars$ip Tone /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 Blast 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' )$e sc$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$ort Code Su6scri6ers can also appl8 68 responding t$roug$ t$e S$ort Code "3*4 to

'eliance Communications1

'eliance Mo6ile 7orld 7e6site Campaign details $a%e also 6een uploaded on t$e'eliance Mo6ile 7orld :e6site

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$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 clear 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


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7$ile connecting :it$ t$e rural masses $as al:a8s 6een an integral part of /e%ereting strateg89 stri>ing an emotional c$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 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 :asning1 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


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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

69225875 Advertising and Promotion of Different FMCG Brands in India

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Transcript of 69225875 Advertising and Promotion of Different FMCG Brands in India