Mak­ing it Large In-stores!

Point of Purchase - - BRAND STAND - Fairy Dharawat

Hi­malaya Drug Com­pany has man­aged to gain a lead­er­ship po­si­tion in the highly com­pet­i­tive cat­e­gory of face wash seg­ment which is still in its nascent stage in In­dia and prom­ises a lot of po­ten­tial. The com­pany re­cently be­came In­dia’s largest sell­ing and big­gest face wash brand. In or­der to cel­e­brate this milestone Hi­malaya de­cided to ‘make it large’, lit­er­ally, in-stores. Pointof-Pur­chase brings you the de­tails on this record breaking in-store vis­i­bil­ity.

Face Wash seg­ment is val­ued at Rs. 688 crore, and its trade in­cludes both Mod­ern and Gen­eral. The cat­e­gory is still in its nascent stage with newer tri­als and in­no­va­tions driv­ing it, and is also char­ac­ter­ized by in­tense com­pe­ti­tion with both na­tional and in­ter­na­tional play­ers and all ma­jor per­sonal care com­pa­nies ag­gres­sively try­ing to make the most of the po­ten­tial through pro­mo­tions, new con­cepts and mar­kets. Amidst this am­bush, Hi­malaya has man­aged to earn it­self an over­all mar­ket share of about 14%. In mod­ern trade in par­tic­u­lar it is a notch higher, pegged at 20%. “As a ma­jor player in this cat­e­gory, we have fo­cused on build­ing our core propo­si­tion of ‘Neem’. Within mod­ern trade we have fo­cused on rais­ing aware­ness for the cat­e­gory, in­duce tri­als and si­mul­ta­ne­ously fo­cus on up-gra­da­tion,” ex­plains San­deep Ghoshal, (Trade Man­ager- Mar­ket­ing), The Hi­malaya Drug Com­pany. Ac­cord­ing to the com­pany, its Neem Face Wash is a soap-free herbal face wash, which gen­tly re­moves im­pu­ri­ties, un­clogs pores and pre­vents pim­ples. The face wash is re­port­edly en­riched with n a t u r a l l y- d e r i v e d in­gre­di­ents like Neem and Turmeric - time-tested nat­u­ral in­gre­di­ents that keeps acne at bay. The Pu­ri­fy­ing Neem Face Wash is also re­port­edly the largest sell­ing face wash in the coun­try, with a mar­ket share of 13.8% in mod­ern trade con­tin­u­ing to dom­i­nate the Face wash cat­e­gory. Elab­o­rat­ing fur­ther on this, says San­deep, “In Mod­ern Trade, Hi­malaya’s Pu­ri­fy­ing Neem Face Wash is the sin­gle big­gest vari­ant and we wanted to draw the at­ten­tion of the shop­pers to this fact. For this, we de­cided to create an ex­cit­ing dis­play that would high­light the core mes­sage of be­ing the big­gest face wash brand in the coun­try. We de­cided to cel­e­brate this by cre­at­ing In­dia’s largest in­store dis­play for the prod­uct and get it cer­ti­fied by the Limca Book of Records. The ac­tiv­ity was all about cel­e­brat­ing a win­ning prod­uct and a win­ning team.” The ob­jec­tive of the ac­tiv­ity was to create a clut­ter breaking dis­play that would give ex­cel­lent vis­i­bil­ity to the prod­uct, in­crease cu­rios­ity amongst shop­pers and of course, ex­po­nen­tially in­crease off-takes. The de­sign as­pect of the dis­play was very sim­ple – create a gi­ant replica of Pu­ri­fy­ing Neem Face wash. Thus, the result was an in-store dis­play which was 17 feet in height, 11 feet in width with a base of 5.3 feet in di­am­e­ter. “The size of the dis­play along with the buzz cre­ated around the un­veil­ing helped gen­er­ate in­ter­est and vis­i­bil­ity. Bol­ly­wood celebrity Nar­gis Fakhri un­veiled this dis­play and the event was at­tended by the me­dia and a whole lot of shop­pers. We also re­ceived a pro­vi­sional cer­tifi­cate from the Limca Book of Records for de­vel­op­ing In­dia’s big­gest in-store dis­play,” highlights San­deep.

San­deep Ghoshal, (Trade Man­ager Mar­ket­ing), The Hi­malaya Drug Com­pany

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