FMCG majors take creative routes to expand its market value!

Fast Moving Consumer Goods (FMCG) big daddies are taking new and better routes to rank number in the markets. To do so, the FMCG majors are making plans to launch and re-launch its products, doing mass campaigns to capture market share.

As reported by media, ITC Ltd. which recorded the growth of 23.5 per cent in its non-cigarette revenues and an overall 7 per cent volume growth, in the December quarter, now also want to make a move into new categories and divulge in multi pronged advertising strategies. ITC also wants to make foray into online programme and to do campaigns with new celebrities.

As per media reports, Sandeep Kaul, CEO, personal care products business, ITC on this said, "Our core focus is on innovation in products. To reinforce our value proposition to consumers, we are looking at online marketing initiatives and mass media ad campaigns. The company has recently roped in cine star Hrithik Roshan to endorse its shampoo brand Vivel Ultra Pro.

Then, a spokesperson, Hindustan Unilever (HUL) added, "HUL would be focusing on new launches and even re-launches to sustain its leading edge in this sector. It has recently re-launched its soap brands "Breeze' and "Rexona' and has introduced "Sunsilk Co-creations' to gain market share in the overcrowded category. Sunsilk Co-creations is an international re-launch of the Sunsilk range of hair care products. This mix was tested internationally and in India before it was launched."

Similarly, Godrej Consumer Products (GCPL) is also counting on creative products and mass media advertisement campaigns to increase popularity. Looking at the fierce completion among FMCG majors, the market dynamics will soon change in the branded skin care sector. On this, an analyst said, "HUL and ITC will soon slug it out to gain market share in the personal care sector in India," as per media reports.

On what is there company growth strategy, Sandeep Kaul, CEO, ITC said, "There are plans to introduce new products during the course of this year. We have lined up a slew of online initiatives to promote our brands in cyber space."

And, HUL spokesperson on their growth strategy said, "It is beefing up its communication strategy to announce new launches and re-launches across the country. For e.g. a complete 360 degree campaign, including a new TVC, outdoor, print and digital communication, was used to introduce the launch of Sunsilk Co-creations. We also have an online property "Sunsilk Gang of Girls' to connect with consumers," as reported by media.


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