26695443 advertising-and-promotion-of-different-fmcg-brands-in-india


Published on

advertising and promotion

Published in: Education
  • Be the first to comment

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

26695443 advertising-and-promotion-of-different-fmcg-brands-in-india

  1. 1. Promotional Strategiesof differentFMCG brands in India[By Rohit Gupta]                                                      MBA  –  IB                                                            2009-­‐11   1
  2. 2. Promotional Strategies of different FMCG brands in India Index Contents Page no. Introduction 3 Sales Promotion – Ponds Case 5 Major methods of Advertising 6 Rural Promotion and Advertising – 8 Tiger Biscuit and Parachute Case Promotional activities in 2009 9 HUL (Hindustan Unilever Ltd.) 12 GCPL (Godrej Consumer Private 14 Ltd.) Segment – ORAL CARE 14 - Colgate - Pepsodent - Close up - Babool - Anchor White Segment – SOAPS 23 - Dove - Lifebuoy - Dettol - Lux - Medimix - Cinthol Segment – WASHING POWDERS 39 - Surf excel - Nirma Fair and lovely 44 ITC Biscuits 48 Cornetto Ice cream 49 Axe Deodrant 492
  3. 3. Promotional Strategies of different FMCG brands in IndiaIntroductionThe fast moving consumer goods (FMCG) sector is also a rapidly evolving one, wherecompanies have to literally ‘move fast’ to ensure they are ahead of the competition.While advertising and promotion costs are high, companies have to frequently launchnew products to expand their market share. Leading FMCG players have a vast portfolioof products and brands that keeps growing by the day.The Indian financial year starts in April while as the peak consumption season – both foragricultural and consumer products in India is in the post-monsoon phase beginningOctober. This also coincides with the festive season and manufacturers and retailers comeout with several attractive offers and schemes for consumers. Rural India is flush withcash following the monsoon, and consumers are inclined to spend a great deal moreduring this period.For many FMCG companies a large chunk of their revenues – up to about 60 per cent –comes from new product launches. Companies like Dabur, ITC, Britannia Industries,Nestle and Amul are among those, which are currently unveiling dozens of new productsin time for the peak consumer season.Leading FMCG firms like HUL, ITC, Nestle, Procter & Gamble and GlaxoSmithKlineHealthcare – which account for almost 70 per cent of FMCG revenues in the country –spend almost 10 per cent of their turnover on advertising and brand promotion. They alsofocus a great deal on new product launches.With growing competition in the sector, it is natural that ad spends keep rising. Unlikethe manufacturing sector, FMCG is not capital-intensive, but expenditure on promotionsand branding is huge.FMCG players also have to diversify into other sub-sectors to ensure continuous growth.For instance, leading companies are now briskly expanding their presence in the bakerysegment, enhancing their product portfolios by launching new brands. ITC, BritanniaIndustries, Amul and even a relatively smaller player like Gujarat-based Rasna, arecurrently unveiling new campaigns relating to their bakery product launches. Thepromotion strategy includes tying up with top Bollywood actors and other celebrity brandambassadors, besides going in for high-profile launches at leading retail malls andoutlets. 3
  4. 4. Promotional Strategies of different FMCG brands in IndiaSales PromotionA sales promotion strategy is an activity that is designed to help boost the sales of aproduct or service. This can be done through an advertising campaign, public relationactivities, a free sampling campaign, a gift campaign, a trading stamps campaign, throughdemonstrations and exhibitions, through prize giving competitions, through temporaryprice cuts, and through door-to-door sales, telemarketing, personal sales letters, andemails. The importance of a sales promotion strategy cannot be underestimated. This isbecause a sales promotion strategy is important to a business boosting its sales.While developing a sales promotion strategy for the product it is important to keep thefollowing points in mind- Consumer attitudes and buying patterns, Brand strategy,Competitive strategy, Advertising strategy, and other external factors that can influenceyour products, availability and pricing.Sales Promotion strategiesThere are three types of sales promotion strategies:1:-A push strategy2:-A pull strategy or3:-A combination of the twoA push sales promotion strategy involves pushing distributors and retailers to sellyour products and services to the consumer by offering various kinds of promotionsand personal selling efforts. The basic objective of this strategy is to persuaderetailers, wholesalers and distributors to carry your brand, give it shelf space, promoteit by advertising, and ultimately push it forward to the consumer. Typical push salespromotion strategies include; buy-back guarantees, free trials, contests, discounts, andspecialty advertising items.4
  5. 5. Promotional Strategies of different FMCG brands in IndiaFor Example: Ponds Cold CreamsPond’s offer different cash discounts to the retailers fordifferent quantities.2% discount on 10000 Purchase3% discount on 150004% discount on 25000orPonds offerA PVC jar Free on Purchase of 100 (100gm) ColdCream.A pull sales promotion strategy focuses more on the consumer instead of the reselleror distributor. This strategy involves getting the consumer to pull or purchase theproduct/services directly from the company itself. This strategy targets its marketingefforts directly on the consumers with the hope that it will stimulate interest anddemand for the product. This pull strategy is often used when distributors are reluctant tocarry or distribute a product.For Example:Ponds offer low introductory prices to the customers like in case of their new productAGE MIRACLE,They give some complementary gifts.A combination sales promotion strategy is just that; it is a combination of a push anda pull strategy. It focuses both on the distributor as well as the consumers, targetingboth parties directly. It offers consumer incentives side by side with dealer discounts 5
  6. 6. Promotional Strategies of different FMCG brands in IndiaAdvertisementAdvertising is the means of informing as well as influencing the general public to buyproducts or services through visual or oral messages. A product or service isadvertised to create awareness in the minds of potential buyers. Some of thecommonly used media for advertising are T.V., radio, websites, newspapers,magazines, bill-boards, hoardings etc. As a result of economic liberalization and thechanging social trends advertising industry has shown rapid growth in the lastdecade. Advertising is one of the aspects of mass communication. Advertising is actuallybrand-building through effective communication and is essentially a service industry. Ithelps to create demand, promote marketing system and boost economic growth.Thusadvertising forms the basis of marketing.Major methods for advertisingE-mail messages: These can be wonderful means to getting the word out about thebusiness. In this we design a e-mail software to include a "signature line" at the end ofeach of our e-mail messages. Many e-mail software packages will automatically attachthis signature line to our e-mail, if weprefer.Magazines: Magazines ads can get quite expensive. Find out if theres a magazine thatfocuses on your particular product. If there is one, then the magazine can be very usefulbecause it already focuses on your market and potential customers.Newspapers: Almost everyone reads the local, major newspaper(s). You can get yourbusiness in the newspaper by placing ads, writing a letter to the editor or working with areporter to get a story written about your business.Radio announcements: A major advantage of radio ads is they are usually cheaperthan television ads, and many people still listen to the radio, or example, when in their6
  7. 7. Promotional Strategies of different FMCG brands in Indiacars. Ads are usually sold on a package basis that considers the number of ads, the lengthof ads and when they are put on the air. . A major consideration with radio ads is to getthem announced at the times that your potential customers are listening to the radio.Television ads: Many people dont even consider television ads because of theimpression that the ads are very expensive. They are more expensive than most of majorforms of advertising. However, with the increasing number of television networks andstations, businesses might find good deals for placing commercials or other forms ofadvertisements. Television ads usually are priced with similar considerations to radio ads,that is, the number of ads, the length of ads and when they are put on the air.Web Pages: You probably would not have seen this means of advertising on a list ofadvertising methods if you had read a list even two years ago. Now, advertising andpromotions on the World Wide Web are almost commonplace. Businesses are developingWeb pages sometimes just to appear up-to-date.Special events: These tend to attract attention, and can include, e.g., an open house,granting a special award, announcing a major program or service or campaign, etc.Promotional activities through MediaArticles that you write: Is there something in your product about you having astrong impression? Consider writing an article for the local newspaper or a magazine. Inyour article, use the opportunity to describe what youre doing to address the issuethrough use of your product. For example we do get good examples of product basedarticles in tribune, where sometimes products also compared.Press kits: This kit is handy when working with the media or training employees aboutworking with the media. The kit usually includes information about your business,pictures, information about your products, commentary from happy customers, etc. 7
  8. 8. Promotional Strategies of different FMCG brands in IndiaRural Promotion and AdvertisingIn country like India, where the 70% of the people live in rural area, the rural marketholds a lot of marketing potential. There is a wide spread difference in the standard ofliving between urban and rural India. In order to launch products and develop advertisingfor rural market there is a need to understand both the rural context and also the consumervery well. Promotion of brands in rural markets requires the special measures. Due to thesocial and backward condition the personal selling efforts have a challenging role to playin this regard. The word of mouth is an important message carrier in rural areas. Infactthe opinion leaders are the most influencing part of promotion strategy of rural promotionefforts. To communicate effectively with rural audiences, it is important to understand theaspirations, fears and hopes of rural customers, in relation to each product category,before developing a communication package to deliver the product message. Hence, thereis a strong need to build reassurance and trust about product quality, service support andcompany credentials in the minds of rural consumers. This is best done through the face-to-face below the line touch, feel and talk mode at haats, melas and mandis. Languageand regional behaviour variations should be considered while developing ruralcommunications strategy. Although the reach of television in rural India is high, frequentpower-cuts restrict viewing time considerably. With the licensing of FM channels tocover all district headquarters, the power of radio to deliver a localized message in a locallanguage will soon be available to advertisers as a cost-effective way to reach ruralmasses. Rural India has a very high ownership of transistor radios and as these run onbatteries, radio can once again be expected to become a popular medium for reachingrural massesOne of the most popular and widely accepted Marketing Myth is that the rural consumerswill only buy really cheap mass market brands. But the stark reality is that though brandslike Nirma lead, but penetration of premium products has also been observed even to thelowest SEC (socio-Economic Classification). The percentages may be very small, butgiven the large universe, the actual figures may be significant. Thus when we are awareof the fact that brands like Nirma, Tiger biscuit, Parchute oil rule the rural market, itwould be interesting to study and analyse their basic marketing inputs.8
  9. 9. Promotional Strategies of different FMCG brands in IndiaFor ExampleA) Tiger Biscuits: Britannia has entered in to therural market by participating in rural melas anddisplaying its down market brand Britannia TigerBiscuits. These rural melas and weekly haats havebecome more popular medium of rural advertising bythe media planners. Apart from stockists and sub-stockists, Britannia has used traditional haats andmelas to promote the Tiger brand. It has made theongoing Kumbh Mela a major promotion and sales outlet. Whenever they come to knowof a major mela or haat, they ensure that their brand is stocked in large quantities. Thereare hoarding, which are put up by the company in the rural areas. The hoardings aremostly put up with complete information regarding the product. The information is givenin the local language in order to let people know about the product. The hoardings alsohave the mascot tiger which emphasises a strong healthy individual.T.V. The various ad campaigns throughout the country are done by preparing a singleadvt but the language in which it features is according to the regional language of that state. The ads include famous personalities like Saurav Ganguly. The ads mainly focus on the children and emphasise a strong diet for a healthy mind and body. School children in rural areas are often given small packs at a confessional rate and at times they are distributed as free samples B) Parachute Oil:   With the objective of creating awareness for Parachute Coconut Oil pouches in towns with less than 20,000 population in Tamil Nadu, and in order to convert loose oil buyers into Parachute pouch customers,Marico Industries launched a van campaign. The communication Strategy focussed ongetting women out of their homes to participate in the van campaign, which was aimedexclusively for them and for the first time conducted by women. Result - A study by 9
  10. 10. Promotional Strategies of different FMCG brands in IndiaMarico showed a 25per cent conversion from loose coconut oil usage to Parachute PouchPack, post van campaign and a substantial increase in sales from the campaign areas.Promotional Activities in 2009Hindustan Lever, the fast moving consumer good giant has reduced promotional offers in2009 as it focused on profitability at a time when volume growth was back.Hindustan Lever which has launched a slew of offers in year 2008, like the buy three, getone free offer on the Rs 75 multipack of Lux, which is its second largest selling soapbrand has withdrawn the offer. Lux has a market share of 15.5 per cent in the Rs 7,500crore soap markets.HUL has also raised the price of the 400 milligram Clinic Plus shampoo Rs.139 toRs.154. Clinic Plus has a market share of over 25 per cent in the Rs.2,500 crore shampoomarket.HUL has been affected by the volatility in 2008 the most, with the company losingmarket share across all its key soap, detergent and oral care categories. So in a bid to getthe volumes back, HUL went in for consumer offers and aggressive advertising. Thismove worked, as the company saw a 2 per cent volume growth in the June quarter of2009 financial year compared to a 4 per cent decline in the previous quarter of theprevious year.Wipro Consumer Care has revised its consumer offer on Santoor soaps Buy 2 and get aReynolds pen free to Rs.1 discount on a soap bar of Rs.18.It’s not the case that all market players followed the same line, though. For instance, ITClaunched promotional offers for its soap brands in select markets. ITC is offering a 2 +1scheme on the Superia and Vivel Di Wills soap. It also has a buy four and get one freeoffer on its Vivel soap. 70 per cent of the category sales in case of shampoos sachets aredominated by players like ITC and CavinKare which are running 25 per cent extraschemes.10
  11. 11. Promotional Strategies of different FMCG brands in IndiaBuy More Save MoreCompanies also adopt "buy more to save more" concept to boost sales during the tslowdown. While price correction is clearly a focus area, fast moving consumer goods(FMCG) companies like ITC, Godrej Consumer Products Ltd (GCPL), Emami andMarico are also building on “tactical” promotions, bundled offers and “buy more to savemore” concepts to beat the current recession.GCPL’s promotional offers, for instance, include one free cake of soap on purchase ofthree, and discounts on purchase of linked packs. According to officials at GCPLdiscounts and promotional offers are temporary means to achieve strategic ends, whichcould include trial and competitive reaction. Reasons for promotional offers includerewarding loyal customers, passing on cost savings to consumers and inducing trial.A few of Emami’s schemes include Emami Pure Skin worth Rs 22 free with BoroplusAdvanced Moisturising Lotion worth Rs 98; five pieces of Sardija Cough drops worth Rs5 free with 100 ml of Sardija Cough Syrup worth Rs 50, among others.In many ways, discount is a starting point as it helps create buzz and excitement andensures higher sales. Consumers might curtail consumption of high-end products but not‘mass’ products. During trying times, ‘save more when you buy more’ strategy alwayswork.ITC is offering Vivel Di Wills shampoo (200 ml) free with its 75 gm bathing soap for Rs89. ITC brands are new hence marketing efforts are geared towards enhancing consumerengagement and trial. The consumer response to brands, Fiama Di Wills, Vivel andSuperia, has so far been excellent says official at ITC 11
  12. 12. Promotional Strategies of different FMCG brands in IndiaHLL (Hindustan Lever Limited) now HUL (Hindustan UnileverLimited)Hindustan Lever Limited (HLL) is Indias largest fast moving consumer goods company.It is a leading player in home and personal care products, foods and beverages, and speciality chemicals. The product portfolio with its wide range of products sets HLL apart! It has achieved market leadership in soaps and detergents (Surf) as well as hair and skin care products (Sun Silk, Dove, Hamam). It is the second largestmanufacturer of dental care products (Close-up, Pepsodent). HLL is also market leader intea (Taj), processed coffee (Bru), ice cream (Kwality-Walls), tomato-based products(Kissan), jams and squashes (Kissan), and branded staples (Kissan Annapurna). With aplethora of brands, Communication becomes imperative.Every company has to communicate the presence of its products to capture a large marketshare. How does a company do that? There are many tools that a marketer can use:advertising, hoardings, radio, television and internet ads! What’s missing is the freebie! Issales promotion only made up of ‘atta free with soap’? This is how HLL used salespromotion programmes to build its brands.12
  13. 13. Promotional Strategies of different FMCG brands in India1. Consider this: When Dove was launched in the market, people had a certainreservation against the product. Why?There were two reasons:a. Price factor. Most housewives found Dove to be pretty steep and thus consumption wasrestrained.b. Secondly, the rumours of one of its ingredients being animal fat.HLL began a sales promotion campaign: Get Dove soap free with a kilo of Surf Excel.With this promotion tactic, HLL got the opportunity of converting “non-users” of Doveto users. At the same time changing attitudes of other detergent users by converting themto Surf users.2. On the other hand, HLL sought to increase usage of Close-Up amongst the targetaudience by introducing the travel tube, initially giving it free with every 200gm pack oftoothpaste bought.3. When attacked by Cavincare of Fairever fame, HLL adopted a defensive strategy bygiving awayone more Fair and Lovely free with every purchase of it(BOGOF). This isone of the many ways by which a marketer can piggyback on the brand’s standing in themarketRepositioning and Repromoting OrganicsWhen Organics was first launched on the platform of “root nourishing “ shampoo,consumers were sceptical towards the positioning. No one wanted to spend thirty sixpercent extra when compared to Pantene. Consumers were happy using coconut oil tostrengthen the roots. What did Levers do to push the product? Buy one get onefree(BOGOF) on every small pack of Organics. The surprising aspect is that thispromotion failed to work for Levers.The next step that HLL took was of repositioning Organics. They found out that thecommon problem in India was hair breakage. Glucosil was added to the product forhealthy hair and the product was now revamped on the grounds of beautiful and healthyhair. 13
  14. 14. Promotional Strategies of different FMCG brands in IndiaWhere promotion was concerned, HLL used an entirely new outlet - bookstores! Contestswere conducted there and the winners were given Organics hampers. This exercisehelped a lot in brand recall thereby placing Organics on the map of the consumers’ mind.That’s the power of sales promotions in building a brand!GCPL (Godrej Consumer private Ltd)With the new strategy of tapping the middle and lower ends of the market, Godrejexpects the Godrej brand name to work for him. In the low income housing market,known for fly-by-night builders, the Godrej name will be leveraged more. With all this ismind, Godrej launched the group_s first ever ad campaign for the Godrej brand ratherthan for its individual brands such as Cinthol soap or Godrej Hair Dye.Aimed at packaging the brand for younger consumers, the campaign showcased thegroup_s products for the space programme, and included sponsorship of the IndianPremier League and a show created to promote the Godrej products range, called GodrejKhelo Jeeto Jiyo. Godrej says the group will continue to build on branding. Groupcompanies have used the campaign to target their individual advertising better. Forinstance, Godrej Consumer now buys ads more on Doordarshan because the brandcampaign takes care of cable television. It means Godrej Consumer has an advertisingbudget lower than most competitors.Segment - ORAL CAREPractically all of rural India prefers cleaning their teeth with traditional products such asneem twigs, salt, ash, tobacco or other herbal ingredients, contributing to a low per-capita consumption of branded oral care products. According to WHO, India’s overallawareness of oral hygiene is still very poor. The dentist- to-population ratio is 1:35,000 incomparison to 1:7,500 as recommended by the WHO. But with burgeoning middle classand multi- pronged advertising campaigns, there is now a latent demand for the formaloral care products and this is set to rise exponentially in the coming years. Growth is alsolikely to emanate from consumers ‘upgrading’ to matured, value-added and innovativeproducts in this category. Of late, growth of modern trade has also propelled brand sales,14
  15. 15. Promotional Strategies of different FMCG brands in Indiaespecially in the urban markets. Overall, the oral care sector is mainly represented bytooth- paste. Other products include mouthwashes, sprays, teeth whiteners and oralrinses. In India, there is also significant usage of toothpowders, especially in semi-urbanand rural areas.In India, toothpowder was primarily targeted at people who used traditional products likesalt, neem twigs and other herbal products. Brands like Colgate, Dabur, Babool, Viccoare the prominent players in the toothpowder market in IndiaMajor players in the oral care market are Colgate Palmolive India Pvt. Ltd. (CPIL);Hindustan Unilever Ltd. (HUL) and Dabur India Ltd. brand loyalty is quite high fortoothpaste where CPIL and HUL together account for over two-thirds of the brandedtoothpaste market. In toothpowders, CPIL, which manufactures white toothpowder, andDabur India Ltd., which manufacture red toothpowder, are the leading players, sharingthree-fourths of the branded toothpowder segment. In rural areas, red and black tooth-powders continue to be very popular, with the market being led by local manufacturers.Among smaller, but fast growing companies in the oral care segment are Ajanta IndiaLtd., Vicco Group of Companies, The himalaya Drug Company, Anchor health &Beauty Pvt. Ltd. and Henkel India Ltd.The oral care market in India is divided into three main segments -- economy, popular orregular and premium. The brands from CPIL, HUL, Dabur India Ltd., are more popularin metros and major cities, while smaller and regional brands such as Anchor, Colgate-Cibaca and Ajanta have a stronghold in the smaller cities.In recent years oral care in India has been greatly driven by product innovation, wideningof retail availability, packaging and sustained brand promotions. For a new brand togrow and gain market share, strong brand promotion in a specific category has beenthe chosen marketing strategy. For instance, if a product is made especially for nightbrushing, the marketing strategy would typically build a story around this usage. Over theyears, such focused advertising (sometimes using popular brand ambassadors andtelevision programme sponsorships) have helped many brands to connect swiftly with thetarget audience.For instance, HUL tried to increase its share in the Indian oral care market through thelaunch of Pepsodent, and campaigning with a message that communicated to kids and 15
  16. 16. Promotional Strategies of different FMCG brands in Indiatheir parents the importance of protection from germs through the night.As a value addition, the next stage of the campaign was focused on ‘Germ Indicator’,which was included in every Pepsodent pack allowing consumers to see the efficacy infighting germs for themselves. Following that, Pepsodent offered dental insurance to allits consumers to demonstrate the confidence that the company had in the technicalsuperiority of the product. The re- launch of the campaign widened the contexttowards the adverse effects of “sweet and sticky” food and leveraged the fact thatchildren do not rinse their mouths every time they eat, thereby reinforcing the power ofPepsodent in fighting germs for themselves.Close up on the other hand was positioned as a youth oral care brand from the verybeginning. In 2004, the brand was re-launched with a publicity blitz thatcommunicated virtues of a ‘Vitamin Fluoride system’ present in the product -- apowerful mix of vitamins, fluoride, mouthwash and micro-whiteners, for fresher breathand stronger, whiter teeth. Clearly, HUL derived critical mass growth from having twobrands targeting two different sections of consumers – Pepsodent as a family brand andClose Up as a youth product.When Colgate-Palmolive (India) Limited (CPIL) launched its advanced Whiteningtoothpaste in 2005, it roped in Sonali Kulkarni of ‘Dil Chahta hai’ fame, looking atfurther strengthening the expansion of its whitening variant amongst the youth.The brand Colgate herbal White was also launched communicating the message of‘pearly white teeth’ with an attractive packaging in green, white, red and blue. Theadvertising campaigns through television commercials used the beaver ‘gillu’ as amascot of the product.Dabur India Ltd. launched Dabur Red toothpaste with the brand association of StarPlus channel by sponsoring one of its programmes, ‘Star Parivaar awards’ for two16
  17. 17. Promotional Strategies of different FMCG brands in Indiaconsecutive years in 2003 and 2004.Anchor White, the toothpaste brand from anchor health and Beauty care Pvt. Ltd., hasbeen extensively promoted as a ‘family product’ with Bollywood actor Kajol alongwith her daughter targeting the price-sensitive middle-class segment through itsconvenient packs and price points.While toothpaste advertising has by and large used the traditional images and characteristics of family values, the use of humor and imagination has also been highly effective in generating brand recall for new- age oral care products. Perfetti Van Melle’s very popular ‘happydent White Palace’ advertisement is a case in point. Conceptualized by Prasoon Joshi and McCann Erickson, the ad communicates dental hygiene as afun activity by making it interesting rather than therapeutic. Given it in- innovativedeparture from the norm, the commercial has clearly broken through the clutter bypositioning happydent as not only a children’s confectionery but a functionalproduct that gives healthy and white teeth. But the story is not all urban. Rural India may well be a sleeping giant; already there are signs of rural Indians shifting from traditional dental care products to brands -- especially the herbal variants -- at popular price points. Burman from Dabur explains that growth in hitherto untapped regions will be greatly driven by affordability. ““We have observed the growing demand for economically priced herbal tooth- pastes in rural markets. Therefore, Babool is well placed to benefit from this growing demand, and has been the fastest growing toothpaste brand for three years in running.” 17
  18. 18. Promotional Strategies of different FMCG brands in IndiaAn appropriate product with an effective communication strategy can drive the growthfurther in the rural markets,” he adds.As of now, manufacturers’ and marketers’ efforts have focused on enhancing penetration-- bringing new users into the toothpaste segment – by strengthening their presence in theeconomy segment. Both CPIL and HUK have concentrated on building their ruraldistribution net- works by rolling out smaller units of toothpastes at affordable prices,and have also launched nationwide com- munity dental health programmes andinformative commercials on dental hygiene in association with dental associations. Thecompanies have also been using channels such as e-choupals and Disha to further reachthe rural population.Dabur has also been participating in rural community practices, besides organizingspecial oral care clinics with school children to propagate the advantages of brushingwhich have helped them drive deeper into the market.R ecently, Colgate launched a creative billboard campaign for its toothpastebrand, MaxFresh, where the toothpastescooling crystals appeared to be popping outof the hoardings. The idea of the campaignwas to communicate the product superiorityof MaxFresh - to emphasize that it containscooling crystals in abundance, and tohighlight the fact that while other geltoothpastes freshen breath, only ColgateMaxFresh has cooling crystals that are moreeffective than regular gels. While the product is not new, the company built interest byadding a short code to the creative. The objective was to call people to action. The adsays, SMS MaxFresh to 57007 for a free sample.18
  19. 19. Promotional Strategies of different FMCG brands in IndiaHere are few strtegies adopted by Colgate max fresh:• Colgate Max Fresh Gel- first toothpaste infused with cooling crystals that create whole new dimension of freshness.• Saif Ali Khan and Asin are the celebrity brand ambassadors.• For the launch of this new gel, interactive media was of foremost importance given the core target audience of young adults.• The USP – cooling crystals – had to be highlighted in all communication.• Campaign on:• Online: Reaching consumer across various sites.• Mobile: Downloads for consumers• Extensive online media plan• Innovations and large sized banners across portals• PPC (SEM): a customized search marketing campaign on Google• Keywords ranging from Valentine’s (topical) to Ipods (prizes) to Saif Ali Khan(brand ambassador) carried the maxfreshclub message & drove traffic to the site.• Content Sites across genres – Cricket, Movies, Business, News• Google partner sites related to bollywood/ greetings/ jokes/ mobile fun were also• part of the campaign – all building on the premise of contextual relevance.• All banners directed traffic to www.media2win.com/maxfresh• Mobile integration enabled consumers to not only download ringtones & wallpapers but also play interesting games & get a ‘Fresh Joke of the day’ by smsing MaxFresh to 58558.• Innovative rich media banners across leading sites to ensure high frequency • Rediff • Yahoo • Indiatimes • MSN • Sify 19
  20. 20. Promotional Strategies of different FMCG brands in IndiaSponsorships/ Interactive Properties on select sites• Special sites like Galatta.com (for the south film-crazy audience) were included sincethe brand ambassador for the southern audience is Asin, a Tamil movie star.• All Asin related content on Galatta was branded by MaxFresh & Galatta users got tomeet Asin as part of the online promo.• Innovative units such as the browser branding on Yahoo India ensured that thecampaign has high impact.• This innovation re-skins the browser bar with MaxFresh brand colors and message –delivering cut through visibility.• In addition to this, rich media creative was used wherever possible to maintainimpact.• Phase 2 of the campaign focused on specific games on the site to ensure visitors keepcoming back• Microsite:www.media2win.com/maxfreshThe micro site had a range of games, wallpapers, screensavers, viral ideasproduct info & a specially created dimension test – all based on the brand proposition ofcooling crystals & the 2 flavours, spicy fresh & peppermint ice.• The music on the homepage was composed only for the site.• The launch of the site, timed with Valentine’s Day, promoted the viral & topical ‘Max Muuaah’ by which a user could send an e-kiss. .• Crystal Quest’ & Crystal Challenge’ required users to collect or spot the crystals in the game – in sync with the fun, energetic feel of the site.• The downloads drew on the brand ambassadors Saif & Asin.Results • Over 1 lakh unique users to the site. • Average time spent 9 minutes. • Over 25 million impressions served through the online campaign. • Generated 140,000 clicks. • Innovations- browser branding worked well with 1.5% CTR. • Downloads from the site close to 8000.20
  21. 21. Promotional Strategies of different FMCG brands in IndiaTrial pack campaignConscious about your Teeth? Then get a free trial pack and free oral dental advice fromcolgate.Colgate is a famous toothpaste company. It is giving free trial pack and free oral dentaladvice. To get the free trial pack, you need to fill a form which includes your personalinformation, contact details and other information. In personal details, you need to submityour name, email ID and occupation. In contact details, you need to submit your address,city, pincode, area, state, landline number and mobile number. Other informationincludes the questions like How did you come to know about this offer/promotion andCurrently used Toothpaste Brands.COLGATES BRIGHT SMILES, BRIGHT FUTURESThe Colgate Bright Smiles, Bright Futures Oral Health Educational Program worldwidewas developed to teach children positive oral health habits of basic hygiene, diet andphysical activity. This Program also encourages dental professionals, public healthofficials, civic leaders and most importantly, parents and educators to come together toemphasize the importance of oral health as part of a childs overall physical andemotional development.Under this Program conducted by Colgate-Palmolive, India children in primary schoolsreceive instructions in dental care from members of the dental profession nominated bythe Indian Dental Association. Education is imparted with the aid of audio-visuals andprinted literature created by the company. Free dental health care packs, includingsamples, are also distributed by the company to encourage the practice of oral hygiene.Teachers Training Program is an integral part of the School Dental Health Program,conducted regularly across the country to promote preventive dental health care.Colgate 21
  22. 22. Promotional Strategies of different FMCG brands in Indiaalso has launched its first-ever online school curriculum featuring fun and entertainingactivitie Super Saver Offer for All Around Decay Protection. Buy 200g plus a 100g tube with a Colgate Extra Clean Toothbrush in a Family Value Pack for Rs. 82/-. Save Rs. 18/-. Colgate Maxfresh Gel is the first toothpaste infused with cooling crystals giving you a whole new dimension of freshness. Get a 150g plus a 80g tube with a Colgate Extra Clean Toothbrush in a Freshness Value Pack for Rs. 79/-. Save Rs. 20/-.22
  23. 23. Promotional Strategies of different FMCG brands in IndiaToiletries Soaps and ShampoosThe toilet soaps market is estimated at 530,000 turnover per annuum including smallimports. The market is littered over with several, leading national and global brands and alarge number of small brands, which have limited markets. The popular and premiumbrands include Lifebuoy, Lux, Cinthol, Liril, Rexona, and Nirma.Soaps form the largest pie of the FMCG Market with bathing & toilet soaps accountingfor around 30% of the soap market, by value. Currently, the soap industry is divided intothree segments namely Premium, Popular and Economy/ Sub popularTo fight competition, major players Hindustan Unilever Ltd (HUL), Godrej ConsumerProducts Ltd (GCPL) and Wipro Consumer Care & Lighting are now drawing up freshgame plans. And the accent is clearly on innovation to gain mind share as well as marketshare in this overcrowded category.R emember the ‘Is it love? No it’s Dove’ ads? In the 1990s, when everything had to be low priced,consumer goods major Hindustan Unilever launched abrand of soap that was considered expensive, frightfullyexpensive , for the times we lived in. For about Rs 30 for a bar, it was nearly twice asexpensive as any toilet soap brand that was then sold in India. This was a time whenhanging out for coffee was at the neighbourhood Udupi restaurant that charged Rs 6 for aserving and not the Barista where a mug of coffee cost Rs 50. To get consumers livingwith that mindset to graduate to a brand like Dove was a big leap.Certainly the well-traveled Indian consumer who had seen and touched the brand abroadwere the first set that moved towards the brand for its superior and “gentle on skin”properties. Others who sampled the brand had mixed opinions. Occasionally you heardthe sob story from a neighbour on how a Dove bar got over in just four days, when the Rs10 soap lasted for a month, giving rise to rather unkind remarks that Dove was 1⁄4moisturiser and 3⁄4 love. This set of consumers used the bar for washing the face while aless costly soap would be used for the rest of the body, a value-for-money approach.From those use-for-special occasion days, Dove has come a long way. HUL executives 23
  24. 24. Promotional Strategies of different FMCG brands in Indiaclaim that Dove has grown by 100% in shampoos and23 by 42% in soaps. “Dove is the largest premium brand in the Hindustan Unileverportfolio,” says Rajaram Narayanan, vice president, hair care and Lakme, HUL. Now theDove portfolio delivers Rs 500 crore in sales.Real Women Face TestThe faces that represent the Rs 500 crore premium brand are of ordinary women.The faces that represent Hindustan Unilever’s (HUL) biggest premium soap brand are notfamiliar. For, they represent 11 ordinary women who won Dove’s Real Women Face Test– a campaign that received over 4,500 entries.Recently the fast moving consumer goods major put all of them on billboards,newspapers and on television to endorse the Rs 500 crore brand in a high voltageadvertisement campaign.That’s Dove’s way of going off the beaten track in its communication strategy. Unlikeother soap advertisements, the premium brand did not use the usual models or moviestars. Instead, it got real women who use the product to give testimonials of theirexperience with the brand.In May 2007, HUL launched Dove shampoo from Unilever’s portfolio.For Dove’s hair wash variant too, HUL initiated huge sampling in malls by setting upcounters where consumers could get their hair washed and then photographed. Thesepictures were showcased in the Dove Gallery. As a result, testimonials were not just onTV, but also online through consumer-generated content and in print.The same year, the company also launched shampoo sachets priced at 50 paise each in aneffort to increase penetration and usage of the product in rural and poor households Untilthese launches HUL’s presence in shampoos has largely been restricted to so-called mid-priced shampoos with its Clinic and Sunsilk brands and their variants. The changes seemto have worked for the company. According to research firm AC Nielsen, HUL’s share inthe haircare business went up by one percentage point from 47% in the first quarter of2007 to 48% in the December quarter. In comparison, its nearest rival Procter andGamble’s (P&G) share fell from 25% to 23.3%.Dove is a classic case of consistency especially in a country like India where people have24
  25. 25. Promotional Strategies of different FMCG brands in Indiacome of age in terms of affluence. The soap’s advertisements are very timely. Sales ofthe soap have been growing at over 40 per cent annually and the recently launchedshampoo variant at 100 per cent. Dove is now almost a Rs 500 crore brand, with soapsaccounting for around half of that figure. The rest comes from hair care, a categorylaunched two years ago.W hen we talk about HUL the first name that comes to our mind is Lifebuoy. It is the world’s largest sellingsoap and offers a stronger health benefit to the entire family.Launched in the year 1895, Lifebuoy, for over a 100 years,has been synonymous with health and value. The brick redsoap, with its perfume and popular Lifebuoy jingle have carried the Lifebuoy message ofhealth across the length and breadth of the country, making it the largest selling soapbrand in the world.Lifebuoy contributed 30 per cent to the Hindustan Lever detergent business turnoverand hadnt undergone a major restructuring and repositioning in 107 years. However, thesales were declining as the consumers were moving away from the carbolic basedsoaps to beauty soaps - perceived to be superior; with better fragrance and lather;aspirational image.The agency devised a strategy to ensure that it advocated family health rather thanpersonal hygiene. There were large chunks of the users who were in "unreachableareas" - rural markets. Through TV and print campaigns, the agency team focusedattention on the family health themes, conducted consumer education exercise using"Germ tests" through multimedia; and established the brands credentials as anauthority in a credible manner. The agency also explored the communication optionsduring important days such as World Health Day. For rural markets, it created theLifebuoy Swashthya Chetana project wherein 450 teams of health officers tapped8000 villages in 11 states. Nearly 40 million people in rural areas were covered. The 25
  26. 26. Promotional Strategies of different FMCG brands in Indiabrand registered a 30 per cent increase in volumes and the share of contribution toHLLs detergent division turnover increased to 55 per cent.HLL used Mahakumbh mela as an opportunity to change hand-washing and bathinghabits in rural India. "The Mahakumbh” at Allahabad is the biggest mela in India and,with its focus on `cleansing is a good fit for the healthPromotion in MelasLifebuoy for health message of the brand". Innovative communicationtools were used at the mela to communicate the importance of health and hygiene. “Thecompany 14 stalls at various points in the mela grounds.Some hand-carts have also been deployed for increasing access. The numbers of bothwas increased based on response. ``The activity aims to build awareness in the targetaudience about hygiene and health through product demonstrations". People in Melawere asked to put there hands below some special camera where the 7 year could see thegerms on their hands and were asked to wash their hands with lifebuoy and then see thedifference. These type of promotional activities worked in these melas.Swine flu campaignFlu fighter -The flu, caused by the H1N1 virus, has caused several deaths across thecountry and has spread panic in households. Schools have been shut in cities across India,while hospitals are struggling to cope with the rush of patients. Its largest victims arechildren who don’t have a strong immune system. Brand consultants and experts feel thiswill give the brand the much-needed boost.Hindustan Unilever’s latest salvo is its new communication centred around swine flu.The “public interest advertisement” opens with the image of a mother washing her child’shand. An informative voiceover follows about the importance of washing hands beforeeating, after sneezing, shaking hands or touching shared surfaces which can help preventswine flu. A print campaign was also launched.Hindustan Unilever, or HUL, India’s largest consumer goods company by sales, isplugging Lifebuoy soaps and hand washes in newspaper advertisements as products26
  27. 27. Promotional Strategies of different FMCG brands in India“proven to protect from H1N1 type virus”. “Wash away swine flu germs,” goes the tagline on advertisements running across media platforms, including television and print.Lifebuoy sales seem to have won a lift as consumers take precautions to guard against therisk of swine flu, which claimed its first life in India in August when a Pune teenager diedafter being infected. “The ads are all over the media and it has definitely created animpact.Hindustan Unilever, on its part, plays it down and maintains that it has always kept thehealth proposition in mind. “The current advertising campaign is an extension of oureffort to use mass media to effectively communicate to people at large to increasehygiene awareness to combat this health threat,” says a company spokesperson.Way back in 1985, Lifebuoy’s entry into the Indian market coincided with the outbreakof the plague epidemic. That’s when Lifebuoy became a household name in the country.“Lifebuoy hai jahan, tandroosti hai wahan”, (Where you have lifebuoy, you have goodhealth) ran the long-playing jingle. Some time in 2002, Hindustan Unilever came up witha health and hygiene programme called the Lifebuoy Swasthya Chetna (Lifebuoy HealthAwareness) in media-dark villages to spread awareness about the importance of washinghands with soap. Through this initiative, Hindustan Unilever has spread itself across53,000 villages reaching out to as many as 120 million Indians. The insight here was thatregular usage of soap helps reduce illnesses like diarrhoea, respiratory infection, eyeinfection and so in children. This was underscored by the fact that diarrhoea is a majorcause of death in the world today. It is estimated that diarrhoea claims the life of a childevery 10 seconds and one-third of these deaths occur in India.A year back, Lifebouycame out in aid of the victims of the Kosi floods in Bihar and Aila cyclone in WestBengal. Therefore, the swine flu initiative was a natural extension for HUL as a brand.Lifebuoy took on the responsibility to raise awareness about swine flu and how it can beprevented as a social cause campaign to reduce the risk of infection.Lifebuoy Swasthya Chetna CampaignThe Company has continuously designed innovative promotions to reach the ruralmarkets. Lifebuoy in its rural contact program called “Lifebuoy Swasthya Chetna”,where it spread information on how washing hands can keep diseases away, targeted a 27
  28. 28. Promotional Strategies of different FMCG brands in Indiapopulation of 5 crores in 15000 villages. It also promotes general hygiene in rural areasthat are difficult to reach through usual marketing campaigns such as television, press orin-store advertising and promotions. It applied a 2 prong approach.HUL employed Health Development Officers and Health Development Assistants whowent to all the villages and educated the community through lecturesand community meetings.They returned to the villages after 2 months, offered toys, badges and medals to childrenwho had made it a habit to wash hands regularly (read saved“Lifebuoy” soap wrappers) and a certificate to the children who had won these badgesmost often.The campaign has three communication tasks:• To establish the presence of germs, even on clean hands, through the use of a glow germ demo kit that has been developed by Unilever for use in Lifebuoy Swasthya Chetna. The simple and powerful tool makes unseen germs visible.• To establish the consequences of these hidden germs, which when ingested, can cause stomach infections and diarrhoea, or be transferred to eyes causing painful eye infections, or infecting wounds.• To establish how current practice is not enough to fight these germs by using the glow germ demo kit to demonstrate that washing with water is not enough, and that it is necessary to wash hands with soap for germ protection.Tools used to communicate the central Swasthya Chetna message are adapted accordingto the specific audience.Lifebuoy teams visit each village several times, engaging all segments of the communityand ensuring the formation of local self-help communities that can sustain the message.School children, being initiators of change, make excellent ambassadors ofcommunication, provided they find it fun and engaging. The element of LifebuoySwasthya Chetna that involves children focuses on fun, using stories, games, songs andquizzes. Efforts are made to ensure that the learning does not fade over time.Additionally, these visits also include a meeting with the Panchayat (villageelders).Covering 130 million people in 30,000 villages since 2002, the LifebuoySwasthya Chetna programme has made its mark as the single largest private hygiene28
  29. 29. Promotional Strategies of different FMCG brands in Indiaeducation project in the world. The Swasthya Chetna programme will be re-launched in2009, and will cover even more villages in India as part of the Lifebuoy brands crusade.Banaye HealthyHindustan CampaignLifebuoy conducted a 17state capital survey amongmothers to understand theperception and satisfactionlevels of the overall healthof their children and theimportant factors thatinfluence them. Thefindings of the health report led to Banaye Healthy Hindustan signature campaign whichwas launched on the occasion of World Health Day. Hundreds of school childrenbetween six and twelve years gathered at two of Indias historic monuments, India Gate,Delhi and Gateway of India, Mumbai and signed an appeal to health experts andauthorities to take care of their health concerns. Lifebuoy also launched a health rally inChennai, Hyderabad & Jalandhar to generate awareness about the latest threat – swineflu.D ettol celebrated its 75 years of existence in 2008. This highly popular antiseptic brand has come a long way since 1933.After a plethora of extensions and experiments, this brand is stillruling the Indian market as the most preferred antiseptic lotion andalso as a premium soap.The brand celebrated its 75 years by reinforcing the germ killing positioning and thetagline " Be 100% sure ". The brand is currently running a campaign highlighting theefficiency and the multi-uses of the product.In marketing theory , it is taught that one of the strategy for a brand which has reached 29
  30. 30. Promotional Strategies of different FMCG brands in Indiathe maturity stage of PLC is to find new uses for the product. The Dettol brand iscurrently in the process of discovering those new uses for the product. When theconsumer uses the product for different purposes, the sales naturally increases.The best way to find the new uses for the product is to ask the consumers. Dettol did justthat. It ran a series of promotions asking consumers to tell the company , how they usedDettol.The brand asked the consumers to contact them and tell the company on the multiple usesof the product and thus gained lot of insights into the various uses of the brand.The brand later came out with a series of campaign highlighting the various uses of thisantiseptic. Dettol now taken the platform of a multi-use antiseptic which can be usedduring bath, to clean wounds, to sterilize clothes, floor etc.Although homemakers has been using Dettol for all these, the company has now takenthese uses as a part of the core product. The brand is trying to break the image of Dettolas an antiseptic which is used for cleaning wounds.Along with this initiative, the brand also reinforced its commitment towards hygiene. Thebrand has selected hygiene as the core brand value and theme which it will fight for.Unveiling new campaigns and public awareness rallies, FMCG majors such as Dabur,Reckitt Benckiser and Hindustan Unilever Ltd (HUL) are trying their best tocommunicate what their respective brands can do to prevent the spread of the virus. Apartfrom Dabur’s campaign, HUL and Reckitt have been enhancing the ‘health-oriented’equity of their flagship brands such as Dettol and Lifebuoy to target consumers.Meanwhile, soap and hand wash brands such as Lifebuoy and Dettol have also beendoing their bit to create new communication about swine flu. For instance, Reckitt’sDettol brand has decided to support the Global Hygiene Council to conduct doctors’conferences on swine flu prevention. So far over 1,000 doctors have attended thesesessions. The plan is to reach out to doctors in all key cities in the country to raiseawareness on prevention measures and readiness.The company has used print, television and online mediums to educate consumers abouthygiene and its importance in its brand campaigns. Recently, its Swine Flu campaignguided consumers about the precautions which are required to fight the deadlyinfluenza.Sethi also informs about an H1N1 Flu (Swine) digital campaign of Dettol, which30
  31. 31. Promotional Strategies of different FMCG brands in Indiapositions itself as Dettol kills 99.9 % bacteria and Flu viruses and educates theconsumers about the disease.The digital campaign seems to be an endeavour by Reckitt Benckiser to leverage therising number of searches on Swine Flu, to awareness on how Dettol can help peoplemaintain personal hygiene. As a result The market share of Dettol increased from 6.4 percent in June 2008 to 8.1 per cent in June 2009, placing it ahead of Wipros beauty soapSantoor as the countrys third-largest soap brand by value.Promotional offerDettol Fresh range has been introduced in Bar soaps and Liquid handwash. The bar soapsare priced at Rs. 18/- and Rs. 29/- for 70gm and 120gm respectively. The liquidhandwash will be available in three sizes - 250ml pump at Rs. 55/-, 185ml pouch at Rs.30/- and 900ml refill pack at Rs. 135/- The pricing is at par with the existing portfolio ofDettol soaps and liquid handwash.As part of an introductory offer, a discount of Rs. 2/- and Rs. 4/- is being offered on70gm and 120gm soap bars respectively. This offer was valid during the month ofFebruary and March 2009.S antoor, Indias third-highest selling soap brand, and South Indias secondbiggest soap brand has been builtassiduously with advertising that haspresented the Santoor Woman in a mistakenidentity situation. The campaign, which isin its 20th year, keeps getting refreshedevery two years. Women want their skin tolie about their age. The image managers of Santoor, which has become the largest sellingsoap brand in South India, has made that the main selling point of their promotioncampaign over the years. Previously in tune with the mood of the country Santoor cameout with a film that shows the Santoor woman entering a voting booth, to cast her vote, 31
  32. 32. Promotional Strategies of different FMCG brands in Indiaonly to be stopped for age proof. Again a new interpretation of the mistaken identitytheme.Ageless skin campaignOver the years pricing obviously played a crucial part. Santoor was originally launched in1985 as an ordinary soap with sandalwood and turmeric being its main ingredients.Though Moti and Mysore Sandal soap were the other brands which had sandal as mainingredient, they were available for a premium. Wipro tried to position the soap in theskincare segment at a popular pricing. However, when the company realised that bybanking on ingredients may not bring good results for long, it decided to reposition thebrand from being ingredient-oriented to benefit-oriented on a platform of ‘youngerlooking skin’. The theme of ‘ageless skin’, captured first in a TV advertisement 20 yearsback, has remained constant over the years. And the company intends to keep it that wayas long as it’s bringing the right results.“While the theme has remained constant, the Santoor woman has evolved. In the first twoyears, the Santoor woman was at a wedding ceremony; she was buying bangles; she wasbuying a book etc. After that she began going to aerobics classes, and then after four-fiveyears we took her to do dress designing. Interestingly Santoor had come out with acricket film in time for the World Cup.As a result of the campaign women see themselves in every single Santoor soap ad. Thatmay not be an exaggeration as women are surely buying the soap in large numbers. In thefirst quarter of the last fiscal, Santoor became the largest brand in its category in SouthIndia in value market share, though the company has just 7.5 per cent share in the Indianpersonal care soap market worth around Rs 8,000 crore.In other markets, Santoor has gradually begun to garner market share. In Maharashtra, itis number three in terms of value though the brand is almost neck-and-neck withLifebuoy in rural Maharashtra, with a market share of 22.7 per cent (Lifebuoy is at 22.9per cent).32
  33. 33. Promotional Strategies of different FMCG brands in IndiaW hile FMCG (fast moving consumer goods) products usually take off in theurban centres, and then spread through the hubformat, Medimix was pitched in the villagesfirst. The only alternative to medimix wasChandrika soap, which had adopted a directmarketing approach. Officials at medimix usedto attend numerous village melas and talk to the people. Today, of the three lakh tonnesof soap sold, ayurvedic soap comprises 7 percent, of which medimix has 3 per cent.Medimix is a medicated soap that is 100 per cent handmade is exempt from tax and ruralconsumers seem to be attracted to the medical qualities of the soap far more than they areto the same qualities in a cosmetic Today when a villager visits a city he asks forMedimix soap by name. No offers, no schemes, no inducements. As Chandrika soap wasfollowing the monopoly of direct distribution. Medimix decided to woo the stockiest anddistributors and claims there are 25-year-old loyalties here. "From 1969 to 1990 growthwas slow But when S. Pradeep joined the company as managing director the firm tookoff in just four years."A firm decisions were taken that Medimix would aggressively market to over 3,000 smallhotels all over India, even in small towns. Its a pleasantly surprised to find that evenforeign tourists to places such as Pondicherry were impressed by the medicated quality ofMedimix. Medimi decided not to compromise on the packaging or appearance or theperfume or colour of the soap to gain entry into five-star hotels. Hotels will never buy atthe maximum retail price (MRP), so they supply at cost. 33
  34. 34. Promotional Strategies of different FMCG brands in IndiaT he great Indian brand wagon started nearly four decades ago. Great brands sometimes outlast their ambassadors asproven by Lux which celebrated its 75th anniversary in India.Lux campaigns have wooed millions of people over the decades.Popularly known as the beauty soap of film stars, Lux has beenan intimate partner of the brightest stars on the silver screen for decades. An ode to theirbeauty, an announcer of their stardom, advertising campaigns on Lux have featured film stars across the nation, promising their beauty and complexion to ordinary women. With top movie stars – from Madhubala to Madhuri, from Babita to Karisma and Kareena having endorsed the goodness of Lux over generations, it was natural that the brand has built equity as the best beauty soap in India. From the beginning Lux, by using a leading film star of the time, has fulfilled the consumers’ aspirations of using beauty soaps via the rationale ‘if it’s good enough for a film star, it’s good for me. This later moved into a transformation role of having a bath with Lux, which transports the userinto a fantasy world of icons, film stars and fairy lands.The first ambassador, Leela Chitnis featured in a Lux advertisement which flagged offthe Lux wagon. She gave way to a galaxy of stars which includes Madhubala, Nargis,Meena Kumari, Mala Sinha, Sharmila Tagore, Waheeda Rehman, Saira Banu, HemaMalini, Zeenat Amaan, Juhi Chawla, Madhuri Dixit, Sridevi, Aishwarya Rai and KareenaKapoor. The last frontier for most actors aspiring to stardom is becoming a Luxambassador. The brand has outlasted many soaps. From the beginning, Lux became ahousehold name across the country34
  35. 35. Promotional Strategies of different FMCG brands in IndiaChange in communication strategyHowever, the communication was slowly seen to be losing relevance, as consumers werebeginning to question if the film star actually used the brand.In addition to this, several competitive beauty soap brands had begun advertising usingsimilar methods of communication. In this context, the global brand team for Luxdeveloped a new communication strategy. This strategy – bring out the star in you – forthe first time moved the brand away from the long-running film star route. The film starstill features in the new communication but not as her gorgeous self but rather as an alterego/projection of the protagonist (a regular girl), for a few seconds of the entire ad.Thus, for the first time the film star was used as a communication device and not as themain feature ofthe ad. Themove awayfrom the filmstar and herfantasy world toa regular Luxuser, with thefocus on theprotagonist’sstar quality, is achange from the norms set by Lux advertising in the past. With the new communicationstrategy, the film star is used purely as a communication device to portray star quality inevery Lux user. This can be significantly seen in the latest TV commercial of Lux CrystalShine where Priyanka Chopra is portrayed as a normal woman.This idea – bring out the star in you – puts the consumer at the heart of the brands’promise. This promise goes beyond the functional deliverables of soap, beyond bathingand the bathroom to the world outside. It’s a world where with Lux on her side, anordinary woman can impact her world with her own star quality. This is a successfulattempt to bring the brand closer to its users and to give it a more youthful andcontemporary image. 35
  36. 36. Promotional Strategies of different FMCG brands in IndiaProminent Sales Promotion Schemes Used By LUXLux presented 30 gm gold each to the first three winners of the Lux Gold Star offer fromDelhi. According to the promotional offer that Lux unveiled in October 2000, a consumerfinding a 22-carat gold coin in his or her soap bar got an opportunity to win an additional30 gm gold. The first 10 callers every week got a 30 gm gold each.The offer could be availed only on 100 gm and 150 gm packs of Lux soap.Lux Star Bano, Aish Karo contest: All one needed to do was buy a special promotionalpack of Lux soap. The pack comes with a special scratch card. The 50 lucky winners andtheir spouses were flown down to Mumbai to live a day like Aishwarya Rai would. Theycould also be given gift vouchers worth Rs 50,000 from Shoppers Stop along with anexclusively designed Neeta Lulla sari and a beauty makeover by Michelle Tung,Aishwaryas preferred designer and stylist. The pièce de résistance was a dinner date withAishwarya Rai herself.Lux celebrated 75 years of stardom with the Har Star Lucky Star activity.All wrappers of Lux had a star printed inside them. If the consumer found written insidethe star, any number from “1” to “5”, she would get an equivalent discount (in rupees) onher purchase from her shopkeeper. If the consumer found “75 years” written inside thestar, she will get a year’s supply of Lux free.LUX PR ActivitiesPress relations:Lux has been maintaining constantcommunicating with its customersand potential customers, of thevarious developments taking placein the brand by using pressrelations.Events:Lux celebrated 75 years ofexistence in a grand way byunveiling Shahrukh Khan as their36
  37. 37. Promotional Strategies of different FMCG brands in Indialatest brand ambassador. Kareena Kapoor, Juhi Chawla, Sridevi and Hema Malini gracedthe event and made it special. All the stars have endorsed Lux in the past. The event washeld at the grand Intercontinental in MumbaiLimited edition:Coming up with limited edition of the brand is also a way of attracting attention towardsthe brand. It creates a buzz and a feeling of urgency to try out the product and helps inpromotion of the brand. This strategy was also implemented by Lux by bringing outlimited editions like Chocolate Seduction, Aromatic Glow, Festive Glow and Haute PinkO ver the first three decades of its existence, the brand took the platformof protection from body odour. But the markets were gradually changing. In 1986, in anattempt to modernise the image, New Cinthol soap was launched with a new-lookpackaging, shape and advertising, using celebrities like Vinod Khanna and Imran Khan.The communication campaigns developed strong, confident and active associations withCinthol- attributes that went on to become an essential part of the brand imagery.In 1989, in an attempt to capture a share of the lime soap market, Cinthol Lime waslaunched. The attempt to capture a segment of this developing market was a resoundingsuccess: it grabbed 8% market share in six months. In 1992, Cinthol Cologne waslaunched to extend the brand franchise into a modern and new fragrance. cinthol-vinod-khanna cinthol-imran-addBy 1993, Godrej realised that it had to re-jig the brands to keep pace with the changingenvironment. The three variants that had been launched post 1986 were brought under theCinthol International umbrella – Cinthol International Spice, Cinthol International Limeand Cinthol International Cologne. 37
  38. 38. Promotional Strategies of different FMCG brands in IndiaA complete positioning overhaul was undertaken between 1993 and 1995. Shah RukhKhan became the brands new icon. His panache matched the brands new platform:revitalising and re-energising. With the launch of Cinthol Fresh in 1995, the brand wasextended into the popular segment as the first popular segment lime soap. It was arunaway success. It was redefined as a family soap with the famous Tan taaza, mantaaza campaign in 2000.Currently, Godrej plans a complete makeover of its flagship soap brand Cinthol and hashired Bollywood actor Hrithik Roshan as a pitchman. The brand, which was launched in1952 as the first deodorant soap in the country, has been through several changes sincethen. It was initially positioned as a male-centric product but later it was repositiioned asfamily soap but now, the company plans to pitch it as a youth-centric brand, along withlaunching new products under the same brand name.Promotion in rural marketMost fast moving consumer goods (FMCG) companies have a two-pronged strategy totap rural markets. It comprises launching nano packs and scaling up rural distribution.Godrej Consumer Products Ltd (GCPL) is going a step further by adding a regionaladvertising component.The company advertises on Doordarshan, local TV and radio channels, the local pressand outdoor media. For its top-performing brands, it spends most of the cut-out budget onregional advertising only. "For Godrej No. 1 soap, 100 per cent spends go in regionaladvertising. For Cinthol, it is more than 50 per centThe strategy has borne fruit. GodrejNo 1 is now the number one soaps player in the north. Its annual sales exceed Rs 500crore and it is the country_s third largest soap brand. Cinthol_s market share hasincreased from 2.5 per cent to 2.8, while Cinthol deodorant has grown by 50 per cent inthe second quarter. For Expert, the company is running a campaign wherein it brandslocal barber shops and salons under the _Expert_ brand. Under the programme, its salesteam introduces its products to rural folks through barbers, engaging the latter to co-brandtheir shops or salons as Expert salons. The company has engaged 50,000 barber shopsand salons under this programme.38
  39. 39. Promotional Strategies of different FMCG brands in IndiaPrice points are also important. Godrej has also been rolling out nano packs pricedbetween Rs 5 and Rs 10. Besides Godrej No. 1 (Rs 5), Cinthol (Rs 6) and Expert (Rs 10),a couple of months earlier, it introduced Nupur (mehndi) in Rs 5 and Rs 10 packs.Washing PowdersE ver heard of a detergent that praises its foe? We have one which says _Daag achhe hain_ very confidently.For any other brand, it would have been difficult toconvince the customers about the product with such aparadoxical statement, but for Surf Excel, which can easilybe called as one of the most powerful detergent brands ofIndia, it seemed a cake walk. What_s more, the brand notonly focuses on its generic space of a detergent but also on making a social difference inthe lives of its consumers. Surf Excel_s social awareness campaigns like _Do bucketpaani ab rozana hai bachana_ and the scholarship campaign for unfortunate students tooendear the brand to the morally responsive Indian consumer. Right from _Lalitaji_,representative of the true-blue cost-conscious Indian woman, till the inspiring storyboardsof today, Surf Excel has done it all and in style. 39
  40. 40. Promotional Strategies of different FMCG brands in IndiaInnovation truly distinguishes leaders from wannabes, and as detergent adverts go, SurfExcel has proved to be the last word – both in terms of product offering and advertisingcommuniqué.. The era of Lalita Ji ensured that Surf represented the woman of that epoch,which in turn managed to instill confidence among consumers. Surf transformed itselfinto Surf Excel in 1996 with its campaign, ‘Kadi Safai, Magar Pyaar Se’, clearlydifferentiating itself from the herd by offering a supplementary benefit of care. Whilecompetitors such as Rin, Ariel, Tide and Henko were positioning themselves asdetergents that would aid in the removal of dirt by virtue of technological expertise, SurfExcel chose to walk on an entirely different path. And now, with its plucky glorificationof dirt, it’s written the new clean-up mantra, ‘Daag Achche Hain.’ In sync with thiscredo, the latest commercial of Surf Exceldoes not rely on thematic communication likethe previous TVCs.The concept was that while kids get stuck onone thing, stains get stuck in 10 differentplaces.” Surf owns the distinction of being thefirst ever detergent brand in India to havebegun advertising on television. The brandhas optimally utilised the medium of TV tobring across the intrinsic worth of ‘bucketwash.’ From placid and peaceful to feisty andquick-witted, Surf Excel today practises arefreshing modus operandi to speak to its customer. The brand’s advertising gained ahumongous amount of exposure by flagging off a host of in-store programmes and roadshows that entrenched it in the good books of the consumer. Being an overseas brand,Surf has excelled in Indian markets for decades together – by no means a smallachievement – and marketing gurus admire the brand for its sheer tenacity.40
  41. 41. Promotional Strategies of different FMCG brands in IndiaDistinctions in promotion of Surf• Surf was the first brand of detergent that was advertised on TV. It is advertised on more than 300 channels across the globe .• Introduced the concept of bucket wash to housewives who up till now used to washing clothes with laundry soap bars.• Brand to set up a one-stop shop - called Care line - for people seeking solutions to their varied laundry problems.• Surf Excel underwent various changes in its Brand Communication; from ‘Lalitaji to dhoondte reh jaaoge to jaise bhi daag ho, surf excel hai na, and is today communicated on the platform of Dhaag achcha hai.• HLL is now reworking the Surf Excel strategy by moving away from positioning the brand on functional benefits, to building an emotional connect.• Surf Excel is currently running two campaigns riding on the popularity of the "Daag Ache Hain" ( Dirt is good) campaign.• The new campaign too strikes a chord with the consumers. Power of a "Big Idea”.• The second campaign takes a cue from the World cup. The ad features a group of kids preparing for World Cup 2015.• The company has re-packaged the product using brick packaging which is a first among detergents in the country.Radio city campaignSurf Excel, a leading detergent brand from Hindustan Unilever Limited, has cometogether with India’s leading Radio Network, Radio City 91.1 Fm to celebrateInternational Peace in Mumbai, where Children across the city got dirty for a noble causeand spread the message of peace in a unique & colorful way.Children across Mumbai are invited to participate in this activity through an on aircampaign on Radio City. Across schools, kids will leave colorful hand impressions onmultiple canvases. Surf Excel will then showcase these canvasses on hoardings and inmalls across the City, in a bold statement for World Peace as defined through a Child’seyes. 41
  42. 42. Promotional Strategies of different FMCG brands in IndiaW hen we think of strong detergent in general and low cost in particular,Nirma is the first brand which comes to ourminds. Everyone remembers not just theselines but also the tune! “Washing powder Nirma, Washing powder Nirma; Doodh si safedi Nirma se aaye, rangeen kapda bhi khil-khil jaye; Rekha, Jaya, Meena aur Sushma, Sabki pasand Nirma”The kind of impact that Nirma’s simple “Dancing Girl” advertisement managed to haveon prospective buyers was phenomenal. It perhaps was the most famous audio-visual ofits times. And it remained etched in the minds of people for a very long time.Advertisements of Nirma focus on the “performance” and “cost effective” features of thewashing powder which has made it popular in most Indian households, who have beenusing it for many years now. This product is targeted for middle class and lower middleclass population of India. Washing Powders have undergone a number of changes interms of composition, advertising etc ever since they were first introduced. Andconsumer preferences have also changed accordingly with people more comfortable withmore sophisticated brands. Yet, Nirma with its distinct yellow color (later which becameblue) does crop up somewhere in the mind space of consumers, even nonusers.The detergent brand that started out of Karsanbhai Patels 100 square feet workshop in1969 continues to be popular in middle-class homes of the country.Recently Nirma launched the underwater commercial, which showed dancers movingwith flowing fabric - a metaphor for clothes being washed in a bucket.An important point in the ad was that it did not use the iconic Nirma jingle. This was afirst since 1982, when the first Nirma ad was made. Now, Nirma wanted itscommunication to get back to talking about the dirt tackling properties of the detergent,42
  43. 43. Promotional Strategies of different FMCG brands in Indiaas well as use the legendary Washing powder Nirma jingleThe brand was firm that it did not want to carry on with the montage film route; it neededa different take on dirt removal. The ad opens on the shot of a vehicle rolling into apuddle. A large amount of slush is about to fall onto a woman who is passing by. But justas the slush is ready to land on the woman, she sternly turns towards the puddle. Pointingher index finger at the slush, she says, "Nirma. Washing powder."The slush pauses, surprised at the womans words. She continues with the words of thejingle, in a firm tone and without any music, and the slush begins to feel threatened.Finally, she walks away untouched by the slush, which plops back into the puddle, muchto the surprise of the onlookers. Without any change to the product itself, the TVCconveys the fact that dirt had better stay away from Nirma. Though Dhyani was skepticalabout whether the big bosses at Nirma would like the firmness of tone in the jingle, hewas pleasantly surprised when they were glad with the strict stand.Nirmas success is synonymous with its advertising and marketing strategy. WhenKarsanbhai Patel started selling his detergent powder, he decided to call it Nirma, derivedfrom the name of his daughter Nirupama. In the early years, the Nirma packet featured alady washing a garment. Later, however, the design was changed and an image of hisdaughter was featured on the pack. The white dancing girl, featured in Nirmas televisionadvertising, is perhaps the most enduring image of Nirma. Though Ms. Patel passed awayin a car accident, she continues to live on in the corporate logo and the best selling brandsof the company.Nirmas advertising has always focused on the value-for-money angle. Its simple andcatchy jingle - Dudh si safedi Nirma se aye, rangin kapda bhi khil khil jaye - hascontinued to echo in the drawing rooms of middle-class Indian homes through thedecades. While the jingle stresses on the product, it also salutes the savvy and budget-conscious Indian housewife. The jingle, which was first aired on radio in 1975, wasbroadcast on television in 1982. It is one of the longest running jingles and the spot hasseen very few changes since the time it was first aired. 43
  44. 44. Promotional Strategies of different FMCG brands in IndiaNirmas promotion strategy, too, has many firsts to its credit. The company pioneeredproduct sponsorship through the electronic media. Besides, the company has developed aunique advertising strategy - new products are launched with no advertising support.Once the distribution glitches are sorted out and the product reaches the shelves ofretailers, the company begins to advertise it. The umbrella branding strategy helps to givenew products instant recall without increasing the advertising expense.Nirma used radio, posters, banners and mobile vans among others as better mediaoptions. It was also one of the first major advertisers on the National Network, a factborne by its jingle (Nirma Detergent tikia, iske jhaag ne jaadu kar diya), which stillgenerates instant recall. When you hear the all too-familiar tune Washing Powder Nirma,you instantly know what it is talking about. The title Nirma Girl going round and roundon her feet and her white dress rising fluff too made for a strong mnemonic for the brand.This stood up to Surfs Lalitajis "samajhdari."Segment – Cosmetics Promotional tools over the years • TV Campaign • Fairness Meter • Fair & Lovely Scholarship Programme 2007 on Reliance Mobile or R World (Aug 14 – Sep 17, 45,000 Response • Getting the Dream Man there were a series of films made on getting the man of one’s dreams. In addition, Fair & Lovely also spoke to the married women about keeping the spark in the marriage alive.• The Airhostess ad. A young dark skinned colored girl’s father laments he has no son to provide for him, as his daughter salary was not high enough-the suggestion being that she could not get better job or get married because of her dark skin.44
  45. 45. Promotional Strategies of different FMCG brands in India• The girl then uses the cream becomes fairer, and gets better paid job as an air hostess- and makes her father happy.• Theater Actress Advertisement.Fair and lovely scholarshipThe Fair & Lovely scholarships are awarded annually to deserving young girls whointend to pursue higher education in India leading to Graduation, Post-Graduation andPhD. Awarded by the Fair & Lovely Foundation, the Rs 100,000 )US $ 2500) scholarshipis meant for women ‘with an aptitude and ambition to achieve their goals’.To provide visibility and synergy to the Fair & Lovely Campaign - RelianceCommunications’ R World platform was thought to be the best medium for advertisingthe Scholarship programme for women as it gives a high reach in the desired target groupThe Foundation specifically targets women who are from the low-income groups in therural and urban India.This being a CSR activity the objective was to enable lead generation of potential womencandidates with a cost effective campaign as Hindustan Unilever Ltd did not include thetraditional media – TV & Print in its plan. To break free from the clutter of the traditionalmedium and be the first brand under the Hindustan Unliver Limited umbrella to explorethe mobile platform which has never been used by the company in India before.Induce call for action by enticing the user to fill in personal important details aftersharing the Scholarship and Fair & Lovely Foundation information which then could befollowed upon to shortlist the applications received.Banner Advertising: Fair & Lovely Scholarship clickable banner on top of the screen onthe Main Menu of the Reliance Mobile World in WAP handsets.The Banner was conceived to build rapid awareness about the Fair & Lovely Foundationand scholarship program.Microsite: The banner was also linked to the microsite which captured the essence of theprogram in brief and allowed the interested users to apply then and there.Millions of Impressions )more than 2 million impressions) have been recorded on theFair & Lovely Foundation Banner Ad 45
  46. 46. Promotional Strategies of different FMCG brands in IndiaThe Banners were rotated / refreshed at regular intervals to maintain saliency & ensurethat it does not become a blind spot.Fair & Lovely Scholarship Zone: Lead Generation Zone for the fair & LovelyScholarshipsAspiring women could apply for this scholarship through Reliance Mobile Phones’ RWorld for the first time. Short-listed applicants were to be contacted by Fair & LovelyFoundationPotential students can send their entries through Reliance Mobile World on R World>HotN New>>Schlrshp ZnCircles targeted to tap maximum number of applications – UP, AP, Maharashtra, MadhyaPradesh &Chhatisgarh, Tamil Nadu, West Bengal and Karnataka.Candidates could fill-in important information such as name, age, area of interest to applythrough the Reliance Mobile World and apply instantaneously for the scholarship.The zone also has detailed information about the Scholarship program and picture ofone of the previous scholarship winner – Amrita Singh which will inspire others to applyMore than 30,000 students have applied on the Reliance Mobile World till date, filling inall 4 inputs required for a successful entrySMS Blast: SMS has been sent to all subscribers in the select circles for driving traffic tothe Scholarship Zone, encouraging students to apply.IVR: The scholarship Program has also been promoted through the IVR in select circles.The message relayed gave information about the program and directed the subscribers toapply through the Reliance Mobile World.Short Code: Subscribers can also apply by responding through the Short Code 51234 toReliance Communications.Reliance Mobile World Website: Campaign details have also been uploaded on theReliance Mobile World website46
  47. 47. Promotional Strategies of different FMCG brands in IndiaThe Campaign ResultsPromotions in Rural marketWhen Hindustan Lever, the fast-moving consumer goods numero uno, embarked on anexercise in 2002 to promote its Fair & Lovely brand in the rural markets, the brief wassimple and clear: the brand was being looked at by rural consumers more as a one-timemake-up product rather than as a process product and this mis-positioning had to becorrected right away. The challenge was to convey to the consumers that this product hadto be used regularly for a visible difference in complexion to happen.Lever’s solution was an out-of-the-box one: The company created a brand ambassador—an educated woman in her mid-twenties who was seen as a trendsetter—to spread itsgospel among the village’s women folk. The person was christened the ‘Fair & LovelyDidi’, a person who would educate women to become sarva gun sampan (i.e., repletewith fine qualities) by giving them cookery tips, tips on how to do fine embroidery and soon. By 2004, the initiative had expanded in scope to cover 11,000 villages. The strategybore fruit: Within two months of its operation in an area, more than 80% of theconsumers there were viewing the brand as a process product. Encouraged, HLL appliedthis tactic to its other brands as well. 47
  48. 48. Promotional Strategies of different FMCG brands in IndiaWhile connecting with the rural masses has always been an integral part of Lever’smarketing strategy, striking an emotional chord with rural India has now become themantra for success of every big companyPromotion:Advertisements on TelevisionIn serial branding with product placement in DD serialsRelationship building:Direct Contact Programs with villagers – sales team to visit from time to time to increaseawareness, induce trial and repurchaseFind and target opinion leaders of the village to increase advocacy for our productPOP’s – danglers, shop branding, bus shelters, buntingsTarget beauty parlors – to stock and advocate our productPresence of stalls during Bazaar – offering makeovers and samplingITC BISCUITSBiscuits and tea in the morning were a routine. So were the keymarket players and their favorite products. The two majorplayers Britannia and Parle were busy biting of chunks of thenational market among themselves, with a host of smallerbrands in various regions. While the business was still verycompetitive, there wasn’t anything groundbreaking. In 2003,with ITC foraying into the segment, a lot of that changed. Atthat time, Britannia and Parle held, between them over 82 percent of the market in value terms. ITC decided to enter thefoods segment because it’s a Rs 550,000 crore market in India. But only 6 per cent of thisis branded and packaged48