Branding an essential strategy
By Maliha Kirmani
Jan 29 - Feb 04, 2001
Introducing new products in the market is a major
event for any company. A variety of factors need to be taken into
account, such as the marketing strategy to be pursued to create a
brand name that will easily be identified with the product. The
consumer needs to be educated and informed, in order to persuade them
to purchase the product and form a continuing association. Established
companies with a strong market presence can capitalize on their
existing reputation and goodwill created by strong branding of current
Reckitt Benckiser recently launched 'Robin Liquid
Blue' in their fabric care range. It was marketed as an innovative new
product and its unique nature was emphasized: currently it's the
'only' liquid based formulation available in the market. The blue
theme and Robin trademark from 'Robin Blue Powder' was retained, as it
is a trusted and reputable image for millions of Pakistani households
and symbolizes reliability, quality and value for money.
Having introduced Robin Liquid Blue in the local
market, its link to the original Robin Blue trademark was utilized as
a positive identifying factor, the products needed to be
differentiated in consumer's minds to avoid confusion. Reckitt's next
objective was to educate and inform consumers about Robin Liquid Blue.
They emphasized the quality ingredients incorporated herein: the
"Unique Ultramarine Formulation" a type of optical brightner
and liquid dye that makes fabrics whiter and brighter. Since, Robin
Liquid Blue was introduced as the 'only' liquid based formulation,
meant the consumer needed to be informed about its usage.
The distinct advantages of its formulation had to
be emphasized: the concentrated liquid formula which dissolves easily
in water and requires an exact amount of dosage, about four drops, to
achieve maximum effectiveness. The packaging was highlighted, as being
convenient and modern, that would facilitate ease of use by dispensing
the exact amount required for maximum effectiveness.
Advertisements and promotions can be invaluable in
building brand loyalty and play a significant part in the sales and
marketing process, as they depict the product in a favourable light,
in addition to affording insights and information. It should be noted
that in the long run the quality of the product, package design, ease
of use and value for money are all major deciding factors in the
continuing success of any new product.
Once these basic requirements are in place it is
the responsibility of marketing and advertising personnel to
appropriately identify the target market and accordingly devise a
campaign to launch the product in the market and persuade and
encourage consumers to purchase the product and ideally form brand
In order to achieve the above objectives a vigorous
marketing campaign was pursued to ensure the success of the new
product. Robin Liquid Blue needed to be differentiated from other
fabric care products in the market place and it was essential for
advertisements to convince and persuade the customer that the
innovative features of the new item were of benefit and use to them.
In November 2000, Robin Liquid Blue was launched in
the major cities of Karachi, Lahore and Islamabad, with 22 other
cities following suit. POS were splashed in retail outlets across the
city and posters, banners and advertisements were heavily utilized.
January onwards there was a concerted media blitz; with catchy and
amusing Television Commercials depicting a modern young woman inform
an elderly man in the Bazaar about the amazing qualities of the Liquid
formulation, the commercials aimed at highlighting ease of use, its
unique formulation, quality and value for money.
Robin Liquid Blue's successful entry into the
Pakistani market attests the importance of developing a focused
marketing/sales strategy that successfully synthesizes the key
factors, innovation, quality ingredients, and competitive prices to
generate consumer interest in the product that will eventually result
in brand loyalty.
Reckitt Benckiser (formerly known as Reckitt &
Colman Pakistan Pvt Ltd) began operations in the late fifties in
Pakistan. Today there are three RB manufacturing units in the country
providing quality household and pharmaceutical products to a
diversified consumer base. Year on year, RB has provided consistent
growth to its shareholders and its excellent performance has been
repeatedly recognized by the Karachi Stock Exchange.