Posts Tagged ‘marketing’

In Marketing, Perception is Everything

February 18, 2016
Kirit JAsani

Kirit JAsani

We experience the world around us with one or more of the five senses, which includes touch, sight, sound, taste and smell. Through these sensory experiences we gain knowledge of various elements in our environment and at the same time those experiences also help in deciding on response action. Essentially, these experiences build perception and we act on those perceptions. So, for a marketer these perceptions are of prime importance.

Three soapLet’s explore perception of three brands of soap. Dettol, this brand of Reckitt Benckiser is mostly used to clean and protect your skin from germs. Unilever’s Lifebuoy also stands on the same attribute of advance germ protection. On the other hand Wipro’s Santoor brand is focused on younger looking skin with its sandalwood and turmeric ingredients.
So, as a customer when we start using Dettol or Lifebuoy soap we develop an experience on the parameter of germ protection, but when we use Santoor soap our experience remains focused on younger looking skin. If this experience is good customer would continue with the brand and if the experience is bad the brand will be no more in consideration of future buying.

Now, all these brands have extended into the segment of hand wash. So let’s first understand why hand wash is important? Washing hands with soap and clean water is of critical importance to avoid getting sick and spreading germs to others. Especially washing hands before any meal is extremely necessary in India, because at least to eat roti it is necessary to touch it by hands. This is exact moment when a germ can enter your body and chances of getting sick get increased.

Three hand wash

Now, based on a perception, which brand of hand wash you would buy? Obviously the one which kills germs, right! It can be Dettol Hand Wash or Lifebuoy Hand Wash or any other brand which you think can give you germ-free skin. But the probability of using a brand of hand wash, which promises you younger-looking skin, is extremely thin. Though the brand has not been extended in a too distant segment, I still doubt on the acceptability. A product can enter a house due to promotional benefits, but they are short term. I am no astrologer to predict a future of any brand, but broadly based on perception, I can say the brand which holds a strong perception of Germ Protection or Germ Killing will get succeeded. Let’s wait and watch what happens in a long run!

Remember, create a strong perception about an attribute in your marketing and do not extend such a brand in a segment where that attribute is not making practical sense.

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What if your brand name is inspired by a product sub-category?

September 15, 2015

Confusion is the simple answer to this situation. At Spotlight we believe, when you have a brand name which also represents a category or sub-category, confusion starts appearing on surface.

Organic India

If you are a tea lover and experiments with variety of teas, you would have heard of Tulsi Tea. A very well-known brand of Tulsi Tea is Organic India. By mixing three variants of Tulsi (Citrus from Vana Tulsi, Spicy tone from Krishna Tulsi and Calming depth from Rama Tulsi) Organic India offers caffeine-free Original Tulsi Tea, which is stress relieving and rejuvenating. One of your friends explains you all these benefits of Tulsi Tea, and so you decide to purchase one.

Tulsi Tea GMTeaYou visit a store and find a pack of Tulsi Tea by G.M.Tea Packers Pvt. Ltd. so you buy it. Now what will happen? There will be a clash of expectation. You purchased it considering benefits of Holy Basil leaves but the one you have purchased is Dano or Patti or Kitli Special tea; no tulsi leaves as an ingredient. Higher chances, you will develop a negative impression about the latter brand, the one you have purchased. This happens because at-large Tulsi Tea is understood as a product having Holy Basil as an ingredient rather than a brand name.

So when an ingredient is an important factor in decision making; in those cases, you must avoid a brand name which would easily get associated with that product category.


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