Launches, Relaunches, Promotions, India

LAUNCHES, RELAUNCHES, PROMOTIONS

Launches of products or services call for a lot of advertisement and many a promotional programme too. So also would a relaunch of an existing brand.

Launches of products or services call for a lot of advertisement and many a promotional programme too. So also would a relaunch of an existing brand. In the latter case there is almost always a new packaging. If nothing else, the word 'New' has to be emblazoned on the product, especially FMC goods, and on the carton, if any. All this translates into fresh custom for the people offering printing and packaging services. In terms of advertisements, apart from print and broadcast media, a lot of outdoors is also used. Ranging from hoardings and other outdoor media to newspaper inserts and other mass mailers, companies invest a lot in these to get across to the end user. Many a time the promotion involves a free gift or an incentive.
We take a look at some of the recent launches, relaunches and promotions in both in the fast moving consumer goods and the consumer durable segments.
Palmolive Aroma Gel.
Colgate-Palmolive (India) Limited celebrated the first anniversary of its Palmolive Aroma Range by launching a sensational new shower gel called Sensual. Palmolive Aroma Sensual, which has been enriched with Orchid extracts and pure essential oils of Jasmine and Rose, is targeted at women. The translucent gel, red in colour, comes in a sleek packaging with a red cap to match the gel colour. Retailing in all metros across India, the launch was supported by TV and print advertising. It was promoted through in-store promotions with a strong emphasis on trial generation activities using sachet packs as well as prominent displays and merchandising in retail outlets. The 250 ml pack came with a free loofah. Lever Ayush Fairness Poshak Cream
Lever Ayush, the Health Care portfolio of Hindustan Lever Limited (HLL) which consists of ayurvedic health and beauty care products launched Fairness Poshak Cream, targeting the age group 30 + and addressing problems like dark patches, wrinkles and blemishes. The cream is available in 9gm and 25 gm tubes, and has innovative white packaging that contrasts the customary pink and violet hued fairness cream packs in the market.
Lever Ayush Therapy Centres also have been coming up in the cities. At the recent inauguration of a centre in the western suburbs of Mumbai, posters were used liberally. The road leading to the Centre was decorated with little banners hung up on strings tied from lamppost to lamppost. More than 2000 such banners were used on that one street alone. This is apart from hoardings in strategic places.
Revlon's Skin Light range
Launch of the new Skin Light range from Revlon was accompanied by makeover sessions at outlets like Shoppers' Stop and Lifestyle. Also, customers buying two lipsticks were given one free. The lipsticks range in price from 205 to 415 rupees. The one given away free was in the 250/- range, not bad at all! Since consumers also got to choose the lipstick they wanted, the promotion was successful as against some others where the user was not given a choice and had to settle for the one on offer.
Marico's Hair n Shine and Parachute Sampoorna
Marico Industries launched two new products, Parachute Sampoorna in the hair oil category and Silk n Shine, the after wash conditioner, in the hair potion segment. Parachute Sampoorna packaging is in a plastic bottle similar in shape to the Parachute Coconut Oil, but is in a lighter shade of blue and the pack graphics differ, naturally.
Also, having achieved significant success in its small, single-use, Parachute Mini - Re 1 blister pack, the company plans to increase production of this product.
LG's Shine 1500 mobile phone
LG Electronics came out with a new GSM mobile phone, the Shine 1500. The phone comes with a free diamond pendant from Enchante.
Junior Horlicks
Junior Horlicks was relaunched with the lead pack of 500 gm jar in a modern and contemporary looking shrink-wrap bottle. It is believed to have been highly appreciated. Junior Horlicks is available in three SKUs of 500 gm Jar, 500 gm and 200g Jar. The pack graphics have changed with the relaunch. More recently, there was a ceramic mug that was given away with some of the packs.
Dabur Hajmola
The 'medicinal' feel and look of the Rs 100 crore Hajmola brand was changed to give it a young look, complete with new packaging and communication. The tablets now come in a sleek contemporary bottle instead of earlier yellow glass bottle associated closely with medicines. Hajmola Anardana Churna and Hajmola Fun2 candy which are associated with fun and zeal, apart from being digestives, were also introduced at the time.
Club Mahindra membership
A holiday on a holiday. A two-week holiday, either in India or abroad, plus a Samsung handycam was being offered with every new membership with Club Mahindra.
Times Music's Spiritual collection
Taking advantage of the flavour of the season, Times Music gave away free Ganesha idols worth 600/- and 1250/- when consumers bought Spiritual produces worth that amount. The idols, of 12 cms and 14 cms respectively, are the same as that featured on the cassettes and CDs of the Ganesha mantras and shlokas.
Kissan Jam
On one jar of Kissan fruit jam four lead refill pens were being given free. The pens were merely taped onto the jar. No extra packaging, no additional efforts in keeping track of inventory.
Bru instant coffee
Nestle's instnat coffee Bru has now come out in the market in a new bottle. It has been quite a while since such a change has been made. The new bottle has a wider mouth and a shape that is quite different from the old one.
Milo Health drink
Milo always gives away something to its young consumers. The most recent was a School Atlas with a 500 kg pack of Milo and a copy of Webster's Junior Dictionary on an additonal payment of Rs 5/- with the 1 kg pack.
Le Bon Cheese
A free sipper made from plastic is being given away with every 200 gm pack of Le Bon Cheese cubes.
Knorr soups
A soup bowl and spoon set, in white plastic, was being given away with every packet of Knorr soup.
Bournvita
The health drink attracted the child consumer with a bright new plastic sipper and more recently with a frisbee. Toon mugs also have caught the attention of the child consumer.
Ponds Dreamflower Talc
A 25 gm sachet of Fair & Lovely antimarks cream worth Rs 35 was a free giveaway with Dreamflower Flora Talc.
Ponds Magic
The talc came with a Fair & Lovely oil control fairness gel sachet gratis, again taped to the talcum pack.
Clinic shampoo
Clinic shampoo and Lux Body Wash from Hindustan Lever now sport similar stylish looks in terms of the shape of the container. The former has on offer a free loofah with it.
Nivea Body Talc were giving away 24 carat gold plated earrings with each pack of Nivea Body Talc. The free gift was shrink wrapped with the product. Nivea Body Lotion is now on the shelves along with its free gift of a white towel. The two come in a clear plastic string-through bag.
Rexona Deo Spray
A Lipton Ice Tea pouch came free with Rexona Free Spirit deo spray.
Cadbury's gift packs for the festive months
Cadbury India has come out with some pretty packing and useful, appropriate gifts for the festive season. Assorted Cadbury confectionery is packed into different containers and gift boxes. E.g., a gift pack for Rs 85/- was available in a pretty plastic tray that can be used in the house. Also available are glass bowls, steel salvers, casserole, etc. Another attractive container is a beautiful hand-painted jewellery box. Some packs come with a free gift. For instance, floating candles, crystal timepiece, electrically operated samai, etc.