Page 31 - IILMGSM Journal_Management Perspective
P. 31
ular up scaling of the needs and demand for the attractiveness for any product is developed
higher quality product as a result of the improving through creation of a personality to that product
standard of living in the urban environment has with a story attached to it which makes the target
contributed for the growth in the industry. market to connect and use the product for a long-
term.
As the FMCG industry is moving towards the
growth it is also experiencing various issues like “Lux” and “Dove” are toilet soaps which are used
entry of the global players with their unique and during the bath, but the brand personality
innovative products which make the customer base associated with them makes the target market
to shift towards the competition, due to the different as the “Lux” possesses a personality of
attractiveness of the market the entry of new the female star and the young girls usually
players is also on the go which in turn make the associate with the soap, on the other hand
company to innovate new ways to sell their “Dove” soap’s personality is of a sophisticated
product. In addition to that unorganized players middle aged woman and this brand personality
pose a huge threat in the rural and semi urban has changed its offering towards the market and
markets for the FMCG giants in India. helped it to acquire a niche segment in the urban
Counterfeiting has also been a serious obstacle market and even to charge a premium price when
for the growth of the product or brand as the compared to other similar products. There are
customers are constantly misled by the retailers and several such FMCG products which have a
handover the counterfeit or a close imitate definite brand personality to them such as:
instead of the intended product. Gatorade: A professional
There are many solutions specific to each issue sportsman
stated above, but many of the solutions are Horlicks: An intelligent and
short-term result oriented. A generic solution for healthy kid
all the issues is branding, a strong brand Annapurna Salt: An intelligent
association of the product would create loyal mother who is a homemaker
customers and make the product to stand out Sugar free: A good looking
among the competitive products and attract the healthy lady
customer towards it instantaneously. Creation of Lifebuoy: A healthy middle aged
brand personality is the most important in the man
process of brand creation as it specifies the target
market and connects directly with it and enhances Every successful FMCG product has a personality
the sales in the long term. associated with as technically FMCG products are
purchased through a low involvement decision
Attractiveness of any product can be segmented process hence it becomes important for the
into two parts former being the physical marketer to create an instant image in the mind
attractiveness and the latter is emotional of the customer and makes him to pick the
attractiveness. Physical attractiveness always product for his shopping cart and even the brand
developed and enhanced by the packaging, personality would create a feeling of satisfaction
colors, fonts and shape of the product makes it for the premium customer has paid to own
look unique and functional. Emotional the product.
(31)
higher quality product as a result of the improving through creation of a personality to that product
standard of living in the urban environment has with a story attached to it which makes the target
contributed for the growth in the industry. market to connect and use the product for a long-
term.
As the FMCG industry is moving towards the
growth it is also experiencing various issues like “Lux” and “Dove” are toilet soaps which are used
entry of the global players with their unique and during the bath, but the brand personality
innovative products which make the customer base associated with them makes the target market
to shift towards the competition, due to the different as the “Lux” possesses a personality of
attractiveness of the market the entry of new the female star and the young girls usually
players is also on the go which in turn make the associate with the soap, on the other hand
company to innovate new ways to sell their “Dove” soap’s personality is of a sophisticated
product. In addition to that unorganized players middle aged woman and this brand personality
pose a huge threat in the rural and semi urban has changed its offering towards the market and
markets for the FMCG giants in India. helped it to acquire a niche segment in the urban
Counterfeiting has also been a serious obstacle market and even to charge a premium price when
for the growth of the product or brand as the compared to other similar products. There are
customers are constantly misled by the retailers and several such FMCG products which have a
handover the counterfeit or a close imitate definite brand personality to them such as:
instead of the intended product. Gatorade: A professional
There are many solutions specific to each issue sportsman
stated above, but many of the solutions are Horlicks: An intelligent and
short-term result oriented. A generic solution for healthy kid
all the issues is branding, a strong brand Annapurna Salt: An intelligent
association of the product would create loyal mother who is a homemaker
customers and make the product to stand out Sugar free: A good looking
among the competitive products and attract the healthy lady
customer towards it instantaneously. Creation of Lifebuoy: A healthy middle aged
brand personality is the most important in the man
process of brand creation as it specifies the target
market and connects directly with it and enhances Every successful FMCG product has a personality
the sales in the long term. associated with as technically FMCG products are
purchased through a low involvement decision
Attractiveness of any product can be segmented process hence it becomes important for the
into two parts former being the physical marketer to create an instant image in the mind
attractiveness and the latter is emotional of the customer and makes him to pick the
attractiveness. Physical attractiveness always product for his shopping cart and even the brand
developed and enhanced by the packaging, personality would create a feeling of satisfaction
colors, fonts and shape of the product makes it for the premium customer has paid to own
look unique and functional. Emotional the product.
(31)
