Fabric conditioner is one which makes the clothes softer and can be an after wash or pre-wash one. This market is currently a niche market in India as most of the people buy only detergents and assume that the clothes can withstand the onslaught of the effects of the chemicals. those who feel it cannot prefer to go for dry-washing rather than do it by themselves.
This product is more of a luxury offering for a commoner and only a person who is adventurous in trying or doesnt mind taking the pains personally will go for this product. i personally tried this only for the flower smell which it promised. little consumer insight which i gained out of using this product is that it isnt effective for all the clothes but is pretty good for bed-spreads and pillow cases( clothes which does not require day to day washing). the smell is retained for quite some time on the bed spreads which is pretty pleasant. if it is advertised for drapes and such infrequently washed components, it will have a wider reach. watch the ad here
The brand is positioned as a soft fabric conditioner which makes the clothes soft and doesnt let them fade or become old. hence, people have more involvement with getting dressed ( i seriously dont know how this becomes a selling point). good thing is that they have associated the softness and other features of the product with kids in the ad and they have also created awareness about how to use the product by mentioning it. the setting of the ad depicts that this product is probably for the sec A and the sec B customers.
The main threat which this product faces is from the core detergent products which also offer similar features like fragrance and keeping the clothes soft. the market for an entirely new product to perform these functions has not yet emerged. HUL's decision to bring this product to India starts a new war for an emerging market and if it does, it will give the giant the first mover advantage as it has experienced as always in India.
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