Marketing strategy of successful product by Ritu

Since its launch in the 1940s, Dove by Unilever has evolved from a mediocre company to one of the most trusted beauty product makers in the industry.The company was slow to take off with a lack of global identity and a decentralized product. A lack of corporate strategy also played a part, and the small amount of products the company released did not rank high among competitors. However,by the 1970s, Dove’s popularity as a gentle beauty bar had risen.

By 1980, it was the leading brand recommended by physicians. Eventually, the company launched body washes, shampoos and other beauty products.Dove’s unique strategy focused on revealing the natural beauty in every woman instead of spotlighting famous celebrities or models. Also for advertisement they selected their user instead of going for celebrities which helped them to connect more with the people . By using ads and campaigns to focus on everyday women and how each one has a different look or body shape, the company was able to successfully increase consumer awareness  and sales. While most brands focus on the importance of the product itself, Dove’s key message was the importance of every woman feeling good about herself.

A strong emotional touch was one of Dove’s main goals. Dove product displays showed pictures of women who did not fit the tall, blonde and thin society stereotype showing just as much self-esteem. This is the idea that makes the product appeal to the majority of women. The company also has evolved to use social media for feedback and sharing innovative ideas. One of the company’s most successful ads was a video that went viral called, Dove Real Beauty Sketches with over 55 million views on YouTube. Youtube link is

http://www.youtube.com/watch?v=XpaOjMXyJGk

   Dove continues evolving to keep up with the changing world. By using advertisements with women from all age groups, the brand has a broad enough reach that all ages have developed trust and

loyalty to its products. Two of the main ideas that keep Dove going strong are developing adaptive ways to market the brand while also keeping a smaller product base.

Dove’s story of marketing changes that eventually led to great success is a good example of how changing strategies can lead to increased sales and customer loyalty.Some ideas may work for a

while, but technology and your target audience are constantly changing, so companies must also adapt their marketing strategies to embrace these changes.

To bullet the strategy followed by Dove  :

1) In advertisement they used common women faces instead of celebreity, which helped them to connect to more people .
2)They kept on improving the quality of the product and customer were  satisfied with the product . So, the customer perceived value were high .
3)Because of above reason , inspite of its price being high as compared to other similar products in the market , customer preferred Dove.
4)Company used social media for feedback and sharing innovative ideas . One example for this is 'Dove Real Beauty Sketches' .
5)Dove has intelligently targetted their audience. They targetted  women from all age groups, the brand has a broad enough reach that all ages have developed trust and loyalty to its products.

Dell is a diversified information technology providers and partners directly to customers cover a wide range of global products and services.
Spanning over 20 years, the company has always been associated with designing, manufacturing and customizing products and services to satisfy a diversified range of customers including individual customers to corporate and retailing businesses. The company’s philosophy to deal with customers one-on-one has become a management model for other companies.

Dell’s strategy is global. It realizes that being closer to the customers is essential in carrying out its marketing strategies as well as in enabling it to build customer base. First by establishing the Internet infrastructure for booking/orders related activities it has been able to increased its customer base from existing markets. Using the same infrastructure it has been able to carry out its marketing strategies in new offices as well. However, Dell differentiate in its marketing tactics in that it believes in establishing a brick and mortar market presence. This is why the company has established sales offices and manufacturing outlets across North America, Europe, Asia and South America. This way it has been able to gauge the local customers’ needs as well as services desired.
Apart from the above customer level niche marketing, Dell also believes in reducing competition through collaboration. Unlike other leaders in the industry such as HP and Compaq, Dell does not believe in taking over existing competitors to eliminate competition. Instead the company have always pride itself in using partnerships and associations for integrated marketing. For example Xerox’s addition to the company as a partner for providing printing products and services has served the purpose of integrating one more technology to its lists of comprehensive business services.

Not only Dell believes in industry wide collaboration but also in global collaboration. It has based offices in different countries of the world as strategic plan due to the fact that it would be able to reach the niche market effectively. By breaking the dominance or monopoly of other computer companies, Dell would be able to capture the market by providing products and services at competitive pricing strategies.

Highlights :

1)They have worked a lot on their supply chain strategy . They have adopted supply chain strategy based on the product and such that it increases the supply chain surplus .
2)Dell has adopted marketing strategies such that they remain closer to the customer . For this they have established good Internet infrastructure for booking order .
3) Dell also believes in reducing competition through collaboration. For example they collaborated with  Xerox’s and Xerox  served the purpose of integrating one more technology to its lists of comprehensive business services.
4)Dell  launches product in the middle price range and accordingly they target their market . They have always tried to add more and more values to the product.

 Vodafone's strategy is product-led; the company is continually developing new products and services which utilize the latest technological advances. However, as consumers become increasingly sophisticated users of modern mobile technology, they make new demands and seek added value through product improvements. Consumers are becoming more demanding and suppliers have to listen.

To keep its leading edge, Vodafone is continually looking to add value to the services it provides and to the packages it offers to customers.Vodafone always strive  to provide added value services and competitive charges to existing customers who are becoming more sophisticated and demanding.

In order to retain market leadership, Vodafone has established a set of marketing objectives. These are to:
1.obtain new customers
2.keep the customers it already has
3.introduce new technologies and services (eg text messaging, WAP)
4.continue to develop the Vodafone brand.

ZooZoo,the new brand ambassador of Vodafone has created a furors in the advertising industry .This character is used to advertise newly launched product and other value product  . And it has been successful in drawing the attention of the people . It also helped in creating brand value for Vodafone .


Highlights :

1) Use of Character 'ZooZoo' has completely distingished Vodafone from other products in the market . It has been successful in drawing attention of the people .
2)Use Vodafone uses this character to advertise the new  product they are launch .
3)Vodafone has always focussed on providing Value added services/product  to the customer which makes it more competitive .
4)Vodafone has been successful in meeting the customer satisfaction in terms of services they provide.
5)Vodafone provides different product to different region . They carefully decide the prices and product which is of value for the customer .

In this article we will discuss Rin detergent marketing strategy in India from the time it was launched in India.

In 1969  Rin Bar was launched in India with the iconic lightening mnemonic.

In 1994  Rin Detergent Powder was launched. This was the first product extension from the iconic brand that stood for whiteness in laundry.

In 2007 The brand made an addiction in its portfolio with the introduction of “Bleach” – another ‘whiteness’ solution for the Indian household. It even added the Rin Matic, a specialist washing machine

powder, based on the insight that ordinary powders do not deliver performance in a machine wash thus leading to an unsatisfied consumer need.

Rin detergent marketing strategy Rin versus tide
Rin detergent Marketing Strategy: A Rin print ad showing comparison of Rin & Tide Prices

2012 – Rin Perfect Shine, a liquid blue was launched. It is yet another extension of the brand that promises to deliver sparkling white clothes.

Rin promised to position itself as a surf with “Whitening” ability, but, it could not find a tagline that was powerful enough to convey the brand promise. In the year 2008, the brand adopted the

punchline – “Duguni Safedi, Duguni CHamak”. The ad was catchy, but it could not establish a connection. So, Rin came up with the famous tagline-“Chamakte Rehna”. It gives the brand new opportunities to communicate with the consumers and has immense potential and possibilities for new campaigns. The tagline itself is making Rin a strong brand and helped it make an aggressive approach.


Highlights:
1)  They used media and various other means for advertisement .
2)  Also they advertised by going to door to door . There they demonstrated their product and gave customers more realizable touch . It helped it to connect more with the people .
3)Also they used attractive puch line time to time to attract customer   like  “Duguni Safedi, Duguni CHamak” ,  “Rin Challenge”  .
4) Also they will announce various offer/ subsidy on its product .
5) Also they have consistently improved the quality of their product ,  which has always satisified it s customer .

First to enter in Indian market.It succeeded in capturing mass market.  It launched a phone costing Rs.1600. also launched MOTOFLIP costing under Rs.4000. They always put good effort to widen their product portfolio. Motorola collaborated with cellular service provider and enhanced their distribution network.  The Youth was their  Target Audience . They followed promotional Strategy and used 360 degree marketing. Also they funded NGOs in Bangalore and developed consumer engagement initiative .They widened their product portfolio.

Highlights:

1)They have usually targeted youth as their market . So, they lauches product in the middle price range
2)Also they  have funded NGOs in Bangalore and developed consumer engagement initiative . It helps them in building brand value .
3) They focus on  both functional and subjective benefit of the product . At the same time they offer   product at very competitive price . So, it increases customer perceived value .
4)Also they have foocussed on online retail market . It helps it to provide product at much more competitive price.