Reckitt Benckiser’s all-new Vanish aims to capture consumers looking for the perfect laundry solution.
The company is keeping in mind the changes in preferences of the Indian consumer. Studies conducted by marketing agencies Nielsen and Third Eye have revealed that more than 60 per cent consumers are inherently dissatisfied with their laundry results despite using premium detergents.
In an interaction with exchange4media, Sukhleen Aneja, Marketing Director, South Asia RB Hygiene Home, shares insights on their market strategy for FY 2019-20 and their future plans.
What made you re-launch Vanish and does the market need a product like that now?
The key reason for revamping the product was new evolving fashion sensibilities. With the evolution of fast fashion, more and more consumers wearing blended or synthetic fabrics, which are fragile in nature, the need for additives in India is only going to grow.
Do you face competition in the market or do you have a monopoly in this category?
This is a very small category and our intent is to grow the category. This is not the telecom sector where there are a lot of brands to compete with each other. We want more and more people to try the product, and we want to build a segment.
How are you taking your customer and brand relationship to a new level?
We want to build a connect with the product. People come back to buy the product only when the product captures the trust they have in the brand.
What is your advertising mix? Do you prefer TV, Print, OOH or Digital?
The mix is reflective of what consumers are doing nowadays. Basically, everybody has multiple screens now. So the strategy is comprehensive. It is very focused on consumers and our strategy is essentially going to be mobile and television first.
How is RB growing in the FMCG sectors?
RB is the market leader across categories. As long as you are ahead in terms of serving consumers you will not have any stress. Problems happen when you take your consumers for granted, like in any relationship.
What is your marketing strategy for the year ahead?
Vanish has roped in brand ambassadors like Aparshakti Khurana and Shine Shetty in the north and south regions respectively to market the brand. We have a digital, mobile-first e-commerce strategy because that is where the consumers are today. Finally, we are very focussed on meeting the consumers face to face and show them the product.
What are RB’s future plans?
RB will be launching a new Premium Harpic that will be released in the market soon.