A PROJECT REPORT ON TO ACCESS THE CUSTOMER PERCEPTION OF HLL PRODUCTS & SERVICE ISSUES IN BHOPAL

Moreover, these small players fully realize that in today’s world, marketing needs money. So they don’t shy away from investing in marketing. Again take the example of Dandi namak.

They splashed out money on their lengthy TV commercials to ensure that the message gets ingrained in the mind of the prospect. Fairever and Ujala adopted the same strategy. Of course they don’t spend as much as the MNCs do but they do spend enough to get attraction.

The best part is when they get attention and a little success, MNC Goliaths retaliate back with huge spending and these little Davids piggyback on that!

Communicating 2 Consumers One of the important aspects of the strategy being adopted is effective communication about product. These wannabe marketers are sending just the right message to the consumers. If the advertisements of these brands are analyzed, it will be evident that they don’t go for blitz but instead try to relate themselves with their target customers. To achieve this object, they are not shying away from being unconventional. Take the case of Dandi namak. The TV advertisement was bland and uninteresting. However, without any glitz, it was able to connect to its target customers because it talked in the language of its target customers. These brands send a powerful message to their target customers that they are made for each other.

Dandi namak, Ujala, Ghadi detergent, and Chik, projected that they belonged to the lower middle class! And this worked wonders.

Selecting a narrow terrain to fight!

The stratagem of this new breed of marketing is deciding the opponent to fight! In case of most of these brands, it is seen that they fight their marketing battle by selecting a particular company and in many cases a particular brand, which often is the market leader! Then they deploy their entire marketing arsenal on this selected competitor. Ujala applied this tactic to full advantage against Robin Blue and now it commands nearly three-fourth of the Rs2bn ultra marine blue market, Fairever did the same to Fair & Lovely, Ghadi detergent is doing it now to Nirma and Wheel, and Chik is going shoulder to shoulder with Clinic Plus, the market