Despite being populated with innumerous product categories, the Indian FMCG sector has invested dramatically in promoting creativity to ensure a distinct brand imagery that has broken the clutter
In 2008 too, the Consumer Products category had the maximum winners. Explains Rajesh Tanwar, Director, Integrated Retail Solutions, “It all depends upon the breathing space available in a particular product category. Take for instance when ITC’s Bingo was launched. The branded snack market was already cluttered with 10 other brands, not to forget the unorganized market. It was its mindless yet effective advertising that helped it garner a substantial market share within a few months time.” And Hippo, oh Hippo, the only reason you remember those chips are because they’re supposed to reduce infighting within families, parties, anybody.
In 2009, Indian FMCG advertising on TV grew by 50% over 2008 with over 40% share in overall TV advertising. Of this, sub-sectors Food & Beverages and Personal Care/Hygiene commanded 36% and 29% respectively. One can only expect this to grow phenomenally. But seriously, why can’t the yankees up the comedy compendium in their ads? Namita Chhetri, President, ICMR, answers, “It’s the land entrapped in political correctness where you can’t joke about a Black being a Black or a White being a White. In India, the more you joke about the unique characteristics of a Tamilian accent or the Sikh happy-go-lucky attitude, the more your product would sell.” Well said, and said well!
For more articles, Click on IIPM Article.In 2008 too, the Consumer Products category had the maximum winners. Explains Rajesh Tanwar, Director, Integrated Retail Solutions, “It all depends upon the breathing space available in a particular product category. Take for instance when ITC’s Bingo was launched. The branded snack market was already cluttered with 10 other brands, not to forget the unorganized market. It was its mindless yet effective advertising that helped it garner a substantial market share within a few months time.” And Hippo, oh Hippo, the only reason you remember those chips are because they’re supposed to reduce infighting within families, parties, anybody.
In 2009, Indian FMCG advertising on TV grew by 50% over 2008 with over 40% share in overall TV advertising. Of this, sub-sectors Food & Beverages and Personal Care/Hygiene commanded 36% and 29% respectively. One can only expect this to grow phenomenally. But seriously, why can’t the yankees up the comedy compendium in their ads? Namita Chhetri, President, ICMR, answers, “It’s the land entrapped in political correctness where you can’t joke about a Black being a Black or a White being a White. In India, the more you joke about the unique characteristics of a Tamilian accent or the Sikh happy-go-lucky attitude, the more your product would sell.” Well said, and said well!
Savreen Gadhoke
Source : IIPM Editorial, 2010.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
For More IIPM Info, Visit below mentioned IIPM articles.
IIPM B-School Detail
IIPM makes business education truly global
IIPM’s Management Consulting Arm - Planman Consulting
Arindam Chaudhuri (IIPM Dean) – ‘Every human being is a diamond’
Arindam Chaudhuri – Everything is not in our hands
Planman Technologies – IT Solutions at your finger tips
Planman Consulting
Arindam Chaudhuri's Portfolio - he is at his candid best by Society Magazine
IIPM ranked No 1 B-School in India
domain-b.com : IIPM ranked ahead of IIMs
IIPM: Management Education India
No comments:
Post a Comment