With every player in the Indian FMCG arena battling to stay a step ahead of others, one can see a lot of new (and not so new) weapons in their marketing strategies. 4Ps B&M sums up four such strategies, which have now emerged as top competitive tools
WELCOME TO THE WORLD OF FMCG NETWORKING
A new wave of marketing is emerging through social networking sites
Those were the times when Steve Jobs depended on blogs to find out whether his new launch was being trashed or trusted. India seems to have ridden up the wave to some extent, and FMCG players are realising that social networking sites are fast emerging as an important tool for FMCG players to keep in touch with their consumers. Recently, Dabur opened a Twitter account for news, views, latest updates and discussions on Dabur and its flagship brands. Organisations like Perfetti Van Melle, Coca Cola, et al, are also using this route to touch base with their target group. But strangely, presence on the net in India in no way promotes the sales of the product – due to extremely low internet penetration and usage – but allows the companies to understand critical views that might be easily handled in advance than later.
WHY CADBURY SHOULD THANK KELLOGG
Five years ago, there was just one brand Kellogg fighting hard to educate Indians about health; today, it’s a stampede
It was a tough battle for Kellogg to break the habit of Indians, who were used to indulge in high-in-calorie breakfasts like paranthas. Today, Cadbury India is reaping the benefits of the health-conscious Indian consumer with it’s pro-health promotion of Perk (‘with glucose energy’ of course). Now, it’s almost a Zimbabwean wilder beast stampede in progress. So we have Saffola Arise (healthy rice), Parle Monaco Smart Chips (non-fried chips), Maggi nutri-licious Pazzta (100% made of suji), all launched in the last two to three months, and all harping over the health-quotient. But do Indians really worry about health enough to eat only ‘the healthy stuff’? Umm, ask yourself, do you?
WELCOME TO THE WORLD OF FMCG NETWORKING
A new wave of marketing is emerging through social networking sites
Those were the times when Steve Jobs depended on blogs to find out whether his new launch was being trashed or trusted. India seems to have ridden up the wave to some extent, and FMCG players are realising that social networking sites are fast emerging as an important tool for FMCG players to keep in touch with their consumers. Recently, Dabur opened a Twitter account for news, views, latest updates and discussions on Dabur and its flagship brands. Organisations like Perfetti Van Melle, Coca Cola, et al, are also using this route to touch base with their target group. But strangely, presence on the net in India in no way promotes the sales of the product – due to extremely low internet penetration and usage – but allows the companies to understand critical views that might be easily handled in advance than later.
WHY CADBURY SHOULD THANK KELLOGG
Five years ago, there was just one brand Kellogg fighting hard to educate Indians about health; today, it’s a stampede
It was a tough battle for Kellogg to break the habit of Indians, who were used to indulge in high-in-calorie breakfasts like paranthas. Today, Cadbury India is reaping the benefits of the health-conscious Indian consumer with it’s pro-health promotion of Perk (‘with glucose energy’ of course). Now, it’s almost a Zimbabwean wilder beast stampede in progress. So we have Saffola Arise (healthy rice), Parle Monaco Smart Chips (non-fried chips), Maggi nutri-licious Pazzta (100% made of suji), all launched in the last two to three months, and all harping over the health-quotient. But do Indians really worry about health enough to eat only ‘the healthy stuff’? Umm, ask yourself, do you?
Angshuman Paul & Savreen Gadhoke
For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2010.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
For More IIPM Info, Visit below mentioned IIPM articles.
IIPM B-School Detail
IIPM makes business education truly global
IIPM’s Management Consulting Arm - Planman Consulting
Arindam Chaudhuri (IIPM Dean) – ‘Every human being is a diamond’
Arindam Chaudhuri – Everything is not in our hands
Planman Technologies – IT Solutions at your finger tips
Planman Consulting
Arindam Chaudhuri's Portfolio - he is at his candid best by Society Magazine
IIPM ranked No 1 B-School in India
domain-b.com : IIPM ranked ahead of IIMs
IIPM: Management Education India
