ITC "Engage"s Consumers with Deodorants

India's leading FMCG gaint ITC launched ‘Engage’ brand of deodorants into the market. Through this launch, ITC wants to enhance its portfolio of consumer products. The main reason behind the entry into deodorants could be the fact that personal care segment is experiencing swift growth. The brands core positioning would be freshness with modern proposition of romance. And the company is confident about consumer mindshare through its variety of fragrances that make consumers engage.

ITC offers complete range of Engage and available for men and women who are looking for freshness. The following pairs of Engage would be available for consumers:

            Rush (Male) & Blush (Female)

            Mate (Male) & Spell (Female) &

            Urge (Male) & Tease (Female)

Engage deodorant is priced at Rs. 160 for 165 ml bottle  and available for men in a classical black with effervescent colors and for women it is in Pink.

Kotler adds 5th P to marketing

Philip kotler, the marketing pandit in an interaction with the students of JRE group of Institutions, Noida, suggested 5^th P i.e “purpose” an addition to 4P’s of marketing. He also said that the purpose of most of the organisation is to earn money. Adding to that, the regular purpose is of most of the organisations is to make money, and the higher purpose must be to make difference to the people.

                  

Kotler emphasied that organization should not only add value to the product they deliver but also add value to the citizens of the country. He also mentioned that people of this country should try to uplift the poor and must try take the country technologically advanced stage.

                      During his talk, he also said that marketer must focus on new medium of communication i.e social media, and move away from old or traditional communication . He also said that the expenditure on social medium would touch nearly 50% in near future from mere 5%. Hence, firms must embrace and adapt new medium of communication to stay connected with customer & potential customers and to interact & get feedback on a continuous basis.

Dettol Launches Dishwash

Dettol, the iconic brand from Reckitt Benckiser launched a dishwash under the name “Dettol Kitchen Gel”.  Reckitt Benckiser, owns brands like Lizol, Harpic, Cherry Blossom and Disprin. The Rs.400 crore Dettol is the market leader in liquid hand wash market with more than 50% market share and faces stiff competition from HUL lifebuoy liquid hand wash. Dettol’s core positioning continues to be the same i.e germ protection. Even HUL was also positioned its lifebuoy liquid hand wash on the same germ protection platform.

Coming to this, Dettol Kitchen gel was positioned as a multipurpose germ cleaner & germ killer. Hence, Reckitt Benckiser, named it as a kitchen gel than a dish wash. So it can be used for cleaning utensil, kitchen surface, sinks and cooking tops. With the launch of this product, Reckitt Benckiser gives stringent competition to HUL’s Vim. Dettol, an 80 year old brand dominating in hand wash segment is going to take on 100 year old brand dominated dish wash space.

Well, innovations are essential to survive & succedd in the market. According to the company sources, the current brand extension is a part of company’s strategy to enhance its product folio, market share & business. It would be quite interesting to see, how Dettol is going to battle the competition from Vim of HUL.  Nonetheless, we have to see, wether Dettol’s core positioning works in the dish wash space as well. Until then, watch your kitchens wether Dettol replaces brand like Pril, Vim, & Exo or not.

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Green Marketing

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Green marketing is defined as an organization’s strategy to design, promote, price and distribute products which are environment friendly that minimizes the harmful impact on the environment. Simply said, marketing products that are environmentally safe. The green consciousness was began in the late 60’s and has become more  popular in the early 80’s. As a result, firms adopt this philosophy to design/offer products that suits to the desires of consumer due to growing concern towards the environment. And today, it has one of the tool to grab more market share .

Green Buying Behavior:

Green buying behavior referred to the consumption of products which have minimal/no impact on the environment. The green buying behavior is used interchangeably with green purchase behavior, ecologically responsible purchase behavior, pro-environmental purchase behavior.

Over a period of time consumer behavior had changed a lot due to increased consumer awareness towards protecting the environment from environmental hazards. Hence consumers preferring eco-friendly products which preserves the environment and also satisfies them. As a result, marketer begin to design/offer these products as desired by the consumer that have little/no impact on the ecosystem. To enable this, marketers have changed their production process, packaging, and advertising even.

            Further, green purchase behavior of consumers drives the demand for green products. Moreover, eco-conscious consumers are ready to spend little more for buying  environmentally friendly products. It is clearly observed that eco-conscious consumers are showcasing their disapproval for products that are polluting the environment. Even consumers are appreciating the enterprises that are environment sensitive. Certainly, the demand for green products is on the rise as perception of consumers towards products and environment is changing.


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