Communication Strategies With Customers in FMCG Industry-hair Care
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Transcript of Communication Strategies With Customers in FMCG Industry-hair Care
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COMMUNICATION STRATEGIES WITH CUSTOMERSIn Personal Care Sector (Shampoos, Hair Oil)Group 1Section C
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CONSUMER SEGMENTATION
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CONSUMER SEGMENTATION Taking a holistic view of the major means of consumer
interaction, we classified the consumers on the basis of their income levels and lifestyles as:
A: Affluent Consumers B: Consumers with lower incomes
Group A
Group B
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A VS B
Dove Intense Repair Therapy and Dove Color Rescue - YouTube.flv
Navratna Oil - Amitabh Bachchan ad - YouTube.flv
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TV COMMERCIALS
Product Variety• A: Specific Demands, specific products• B: “Long, thick and shiny”
Brand ambassador• A: “Personality” of the brand• B: Mass appeal is important
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PRINT MEDIA
Advertising schemes and discounts Free samples
Magazines/ NewspapersA: Cosmopolitan, Elle, Woman’s Era, VerveB: Grihshobha, Grihlakshmi, Meri Saheli, Local dailies
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DOVE: PERSONAL TOUCH
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DOVE: REAL BEAUTY CAMPAIGN
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DABUR VATIKA: YE HAI RESHMI ZULFO…
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SOCIAL NETWORKING
Instant Connect!• Mostly for group A Products through
Facebook pages/ Twitter• Creating a buzz : Pantene “Mystery” ad• Google Ads
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SUNSILK : GANG OF GIRLS
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YAHOO INDIA ANSWERS: HUL
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OTHER INNOVATIVE INITIATIVES: HUL•Shakti
Amma
•Selling Door to Door or via petty home shops
•Shakti vani
Project Shakti
•Awareness, Consumer Engagement, Retail contact
•Mohalla : Movies, games hygiene awareness and product promotion!
Khushiyo ki Doli
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CRISIS COMMUNICATION:JOHNSON & JOHNSON
•Tylenol Case
Successful
•J&J baby shampoo
Unsuccessful
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CONCLUSIONCOMPREHENSIVE COMMUNICATION
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….. A hair in the head is…….
……….worth two in the brush!! Thank you!