A good marketing strategy is the most important thing in every business which eventually leads the customers to buy the product. A marketing strategy is a plan for achieving marketing goals. Marketing is nothing but promoting products and services so that it reaches the target audience. Here, let’s know about Detergent Powders Marketing Strategy.
The detergent powder is a very basic product and commonly used household product that is used for cleaning clothes. So, the competition is very high. So, a good marketing strategy is necessary to get high sales. Hence the marketing strategy should be in a way such that it should attract the target audience and win customer loyalty. Along with the marketing strategies it is also important to focus on the quality of the product.
A brief analysis of detergent powder
The detergent powder is an alternative for laundry soap. The major advantage of detergent powders is that they are very easy to use and remove dirt, oil stains, and grease effectively. They can also be used for handwashing purposes. They also have longer shelf life compared to liquid detergents. At present, many people choose detergent powder over laundry soap because it is more convenient for washing when using washing machines, and also detergent powders are easy to use and budget-friendly. According to a recent survey, As of December 2020, the retail price index of detergent powder in India was 108. This meant the RPI of detergent powder had increased by eight percent compared to the base year of 2016.
The target audience of detergent powder brands
The first and foremost thing to do is to find the target audience. It is known that the decisions related to buying any grocery items are commonly taken by women. So, women of age 18 to 54 are the major target audience of detergent powder brands. Along with women, middle-class people are also the target group of audiences of detergent powder brands. So, the marketing strategies should be based on attracting these groups of people.
Marketing strategy
Marketing strategies mainly include promoting the product in different ways. For example
- Through TV commercials
- By creating brand awareness using new papers, posters
- Digital marketing
Other strategies include
- Pricing strategy
- Creating unique ideas
- Repositioning
- Branding
TV advertisements
The first and foremost imp marketing strategy that all popular detergent powders implement is “TV commercials” It creates brand awareness about the product that too TV advertisements consisting of celebrities have more impact on the customers. A study has shown that there is a huge impact of Television advertisement repetition and celebrity endorsement on consumer purchase decisions. For example, let us take an example of a war between two detergent powder brands Surf and Nirma in detergent markets in India. By 1984, Nirma which was new into the market and priced was promoted heavily on television, and available at all retail outlets had become a part of every Indian house. Whereas Surf’s sales declined rapidly which was a popular brand at that time. This example shows that how strategy can change tides. A TV advertisement along with a catchy tagline always attracts consumers’ attention.
Creating brand awareness
Creating awareness about the brand using newspapers, posters and various social media websites grab the consumer’s attention. It is known that consumers are more likely to buy the products from the brands that they are aware of.
Creating brand awareness is simply not enough if you want to maintain the sales in the market for the long run for that it is also important to know what a customer expects from the brand to know that create surveys which help to know what a customer exactly wants.
Digital marketing
Digital marketing has taken over traditional marketing in the present era. Even the people from the rural area and daily wage workers also have access to the internet. As the number of internet users is increasing day by day it is very beneficial for brands to promote their products and services on the internet and also a company’s online presence increases its credibility. So, it is important to have a website for the brand. Then We can analyze how many customers are interested in the product or how many customers are visiting the website. By creating online surveys it is easy to know about the brand’s reach in the market. It is the most powerful marketing than any other marketing. Digital marketing makes it easier to communicate with customers. It is also cost-effective.
Pricing strategy
Not only advertisements and digital marketing. Pricing strategy also affects sales. If a product has a minimum price then the customers from middle-class people and lower class people will get increased. Introducing new offers for every special occasion and festival will boost sales. There is a great opportunity for detergent powder brands to penetrate their market into rural places as well by doing so.
Creating unique ideas
There are numerous detergent powder brands available in the market. If a customer wants to buy a detergent powder there are many options available for him. So, it is necessary to create new ideas according to the present market to maintain the customer’s attention towards the product. Some detergent powders also come up with ideas such as eco-friendly detergent powders. It is no brainer that a product with natural ingredients is always a top choice for customers as these are also biodegradable.
Repositioning
Customers’ taste is always not similar it changes according to time. In such types of situations, there is a high chance that market sales may get decrease. So, a product or service needs to be repositioned. Repositioning means creating some changes in the product or service so that it can compete in the present market. For creating any changes it is necessary to understand the consumer’s behavior, expectations, and perception.
Branding
Branding is essential to maintain sales in the market in long run. Branding is the process of creating a strong and long-lasting impact of the brand and its products or services in the consumer’s mind by creating remarkable logos, effective taglines, or creative advertisements. Branding mainly helps to get a loyal customer base. A loyal customer base is crucial in this era where many new brands are springing up day by day.
Conclusion
There are many detergent powders on the market. But the brands which are leading always have a better marketing strategy than the brands which are not leading. So, the marketing strategy is a game-changer that decides the market value of the brand.
Frequently asked questions
What is detergent powder?
It is a chemical substance that exists in the powder form used to clean dirt, grease, and oil from the clothes
What is the difference between liquid detergent and powder detergent?
Powder and liquid detergents both are effective for cleaning clothes. The difference exists in the form in which they exist.
Which is better digital marketing or traditional marketing for detergent powders?
As this is the digital era and the internet users are rapidly increasing day by day. So, digital marketing is better and more cost-effective than traditional marketing.
What is the importance of TV advertisements in detergent powder’s marketing strategy?
The target audience of detergent powder brands are mostly women and middle-class people. So TV advertisements are one of the best methods to attract them.