Detergent
market trend & consumers pattern is now shifting more into powder base
since 3-4 years because of either middle class & above segment income or
working woman ratio increased as well as consumers have been already been
adopted semi/fully automated washing machine due to facing various problems
/complaint with house servant. Hence, the demand of bar soap is decreasing
accordingly. Premium brands like Ariel, Surf Excel are now exclusively focus on
powder & washing machine combination, whereas Economy & mid segment
brands are extremely promoting the powder on priority base and at the end of
TVC campaign, it is visualizing both powder & bar soap but emphasizing more
on powder rather than bar soap.
For, each
& every detergent powder & bar soap brands having essentially common
purpose is that to remove stain, keep hand smooth, long lasting fragrance &
keep cloths shining. Recently, Nirma Advance has released new TVC campaign
which is being endorsed by Hrithik Roshan & conveying message that ‘Naye
Zamane Ke Ziddi Daagon Ke Liye i.e. (It is for strong dirt in New Modern
Trend)’.
Woman is most powerful decision maker &
influencing factor for Household & many other categories like FMCG,
Household,Personal care, Apparel etc. Before adopting celebrity for brand
endorsement, it must be an essential to analyze that how he/she will be
influencing / connecting your brand towards consumers. If we are looking into Nirma Advance TVC campaign, it doesn’t give
any fruitful impact rather than only dance. So far 16.33 Lacs + audience have
been seen this TVC on youtube & you will find more than 90% debate/comments
about Hrithik Roshan’s dance only as well as audience are likely
preferring to see Hrithik. Hence, here Brand visibility strength &
Communication integrity is appearing like void except new punch line which is
also not effectual at all.
By looking into the branding prospect, it is
not an ideal combination between Nirma Advance brand & celebrity which can
be accepted by consumers. It could be much better If it has sustained with
familiar old campaign ‘washing powder Nirma..’ and could released in
unique/innovative way. BY finding
the gap between buyers & rivals, there are many other features can
highlight along with stain remove. Even though brands like Ghari, Surf Excel,
Ariel , Rin, Tide focus on only stain removal which is already being known by
consumers hence it is better to convey value additional features too
like brand Woosh detergent powder
containing good amount of fragrance rather than the other rival brands.
In context of washing machine, brands like Surf
Excel & Ariel which are greatly focusing on Front/Top Load powder and
campaigns are likely conveying similar message of stain removal by visualizing
advance tech/formula. So, it is much better that cross advertising strategy can
execute conceptually which should representing a value additional features by
integrating of powder & washing machine.
There is a
huge untapped urban & rural market across India and consumers are now
adopting detergent powder not only in Urban but also in rural market too. More
than 73% middle class & above consumers are buying detergent powder only
from Mall, Modern Trade & Hyper/Super market and their purchase period
either weekly or monthly basis so they
are preferring to buy 1kg or above packing. Eventually, the strategy
should be more in favor of value additional features & CSR based like
Ghari brand is associated with ‘Swachh Bharat’ campaign which is precise
integration.
An Effective
Communication only builds up Consumers Connection…
