MAGAZINE OF MARKETING BY SIMSREE MARKETING CLUB — BUZZ MARCH ISSUE Volume2013 2, Issue 4
WHY DID DOVE MOVE INTO THE AMAZING INDIAN HAIR OIL INDUSTRY? GET THE FACTS RIGHT ON THE “SHINY. OILY ” MARKET TO WATCH OUT FOR!!
ALSO INCLUDES: MARKETING GYAAN:
MARKET NEWS:
A QUICK LOOK INTO SOME
AN UPDATE ABOUT THE LATEST
BRANDING STRATEGIES:
STRATEGIC PARTNERSHIPS TO
GUERILLA, BTL & VIRAL
KEEP UP WITH THE DIGITAL
MARKETING .
WORLD.
MARKETING GYAAN
BRUSH UP: A quick look at some of the marketing strategies in brief Guerilla Marketing Marketing is carried with the use of low cost unconventional means. For example - graffiti, sticker bombing, flash mobs etc. Guerilla marketing strategy relies on time, energy and imagination and can be tailored as per need which ATL does not provides. The objective of guerrilla marketing is to create a unique, engaging and thought-provoking concept to generate buzz. The term was coined and defined by Jay Conrad Levinson in his book Guerrilla Marketing.
Below the Line BTL is an innovative advertising medium which is more target based and effective to a certain point. A concept which has been gaining more and more popularity. It is a "touch and feel " concept wherein the target customer is in direct contact with the product. Events like Road shows, exhibitions, concerts, placing stalls in malls, test marketing, door to door selling, public awareness campaign etc.
Viral Marketing This technique uses pre-existing social networks and other technologies to increase brand awareness or to achieve other marketing objectives. Viral marketing provides with means such as video clips, interactive flash games and applications etc. With more and more people having access to internet viral marketing has a way long to go. It allows the user to watch he/she wants to see. Thus, the marketers job will be to catch the attention of such surfers.
MARKET WATCH
CHAMPI: A SHINY, OILY MARKET
With the launch of Dove Elixir, HUL has broken away from the global shampoo market to focus on something quintessentially Indian. Shah Rukh Khan, Rani Mukherjee, Minissha Lamba and Genelia D‟Souza endorse different hair oil brands. Amitabh Bachchan endorsed the same brand – Navratna – as SRK. Makes you wonder why so many film celebrities would want to endorse hair oils, which should have lost relevance by now as more sophisticated shampoos and non-oil hair care products promise to clean, moisturise, nourish and maintain your hair.
for maintaining those precious tresses, it is no wonder that hair oils command close to 50% of the hair care market. Companies say that while the incidence of styling and hair colouring has gone up in urban markets, the fear of chemicals harming the hair is an area of great concern. Significantly, branded hair oils are riding on value additions, offering variants in order to create differentiation and excitement. So to Emami-owned Navratna‟s „cool‟ proposition, there is the „hot‟ massage proposition from Marico‟s Parachute, which has a 25% market share among branded hair oils, Elixirs range of oils targeting specific hair problems. An entry into valueadded hair oils offers easier differentiation from the regional and local brands, while establishing a brand identity. Also, value additions help brands command a price premium over the no-frills oil brands. Hence, even though Navratna is among the costliest hair oils in the therapeutic segment, Navratna is a Rs. 300 crore brand, with a market share of over 54% in the cool oil segment.
So, as long as a good “tel maalish” doesn‟t go And yet “champi” is a fashionable word. Your favourite hairdresser also recommends regular hair oil out of “fashion”, the hair oil market is going to carry on for a very long time. massages. A 20-30% of regulars to hairdressers are people looking for that relaxing, rejuvenating hair massage. Considering, it is the oldest method in India
MARKET NEWS
GOING DIGITAL: COMING TOGETHER FOR THE BEST DIGITAL MEDIA MARKETING
Lowe Lintas & Partners and Interactive Avenues On mobile space however, the market is very small announced an exclusive partnership intended to exright now at Rs150 crore, although all agencies are pand and strengthen Lowe Lintas & Partners‟ digital experimenting and innovating with mobile. offering to its clients. This comes close on the heels of the announcement of the acquisition of Interactive Avenues by IPG Mediabrands, the media holding company within Interpublic Group (IPG), the holding company of Lowe Lintas & Partners. Publicis Groupe, the world‟s third-largest communications firm, has acquired Convonix, a marketing and consultancy firm, as part of its plan to beef up its digital presence in India. Last year Publicis acquired four companies – Indigo Consulting, Resultrix, iStrat and MarketGate. Post-acquisition, Convonix will operate as SMG Convonix, with two market-facing brands: SMG Digital and Convonix. Convonix offers a range of skills in the digital media space including search engine optimisation, search engine marketing, social media marketing, online reputation management, web analytics and conversion rate improvement. It also recently developed a proprietary in-house brand monitoring and social listening platform called IrisTrack, which enables clients to gather market insight on their products and competitors and also engage customers online to improve their customer service. Though digital forms only Rs2,000 crore of the Rs30,000 crore Indian media market, the segment is one of the fastest growing at 30-35% annually. Companies are increasingly focusing on and diverting a lot of spends in the digital space. There has been around 98% growth in the digital space last year, which clearly indicates that it is a high growth market.