marketing strategies of Indian FMCG companies in detergents.
What are the leading brands available?
What are the Marketing tools used?
Olga Rauhut Kompaniets
Read about marketing strategies on FMCG, service marketing, cleaning marketing as well as there different reports available on laundry detergent markets. It also depends on your research interest - consumer behaviour, sustainability, green consumption etc.
Some research:
https://doi.org/10.1111/ijcs.12339
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Dharti Narwani
Surf Excel (HUL): Surf Excel is a prominent brand known for its stain removal capabilities and innovative marketing campaigns focusing on the theme of "Dirt is Good." The brand has targeted both mothers and children in their advertising campaigns, emphasizing the importance of outdoor play and learning through getting dirty. Ariel (P&G): Ariel is another well-established brand in the detergent market, known for its superior cleaning performance. Ariel's marketing strategies often revolve around highlighting the brand's technology and effectiveness in removing tough stains, backed by scientific claims and endorsements. Rin (HUL): Rin is a popular detergent brand in India that has positioned itself as a specialist in removing tough stains. Rin has often collaborated with celebrities and prominent figures in their marketing campaigns to build brand credibility and increase consumer trust. Tide (P&G): Tide is a globally recognized detergent brand with a strong presence in India. The brand emphasizes its cleaning power and efficiency in its marketing campaigns, targeting various consumer segments. Tide has also introduced variants such as Tide Plus, Tide Ultra, and Tide Naturals to cater to different customer preferences. Ghari (RSPL Group): Ghari is a regional brand that has gained significant popularity in India. It focuses on affordability and offers value-for-money products. Ghari's marketing strategies "Pehle Istemaal Kare phir Vishwaas kare" is a hit-campaign and they also involve aggressive pricing, extensive distribution networks, and endorsements from regional celebrities to appeal to a mass audience.
Some of the leading brands available in India's detergent market include:
These all are mostly wellknown by their traditional media advertising viz. TV, Newspaper and WoM
Nagajothi Velayuthapillai hope this helps.
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