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FMCGs pin their hopes on fancy packaging for festive season

FMCGs pin their hopes on fancy packaging for festive season

Author | Rosy Ngaihte | Tuesday, Nov 06,2007 6:36 AM

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FMCGs pin their hopes on fancy packaging for festive season

As is the case with every festive season, major FMCG companies are gearing up with fresh marketing plans to capture consumer eyeballs, and their spending wallets. Some FMCG giants are aiming at pushing sales through their attractive festive gift packs. With almost 40 per cent of the total sales taking place during the festive season alone, these occasions give companies an opportunity to promote the product that will make a larger impact.

PepsiCo has launched 19 exciting festive packs to celebrate the occasion of Diwali. The packs are for their popular CSD brands – Pepsi, 7UP, Mirinda and Mountain Dew, as well as Tropicana and Slice. According to Punita Lal, Executive Director-Marketing, PepsiCo India, “To make this Diwali exciting, the packaging is designed in such a way that one can make it into a ‘Kandeel’ or use it as a stencil for creating attractive Rangoli patterns.”

FritoLay India, the snack food division of Pepsico, has also launched a range of 10 innovative gift options. The festive packs for under Kurkure and Lehar range from Rs 51-Rs 251, and are loaded with assorted variants from the two brands.

Deepika Warrier, Marketing Director, PepsiCo India, said, “The Kurkure range of festive packs are an increasingly attractive gifting option, not only because of the brand’s wide appeal across age groups, but also because they represent a refreshingly different alternative to traditional gifts like sweets.” She also added that consumer trends indicated a need for a break from the predictable choice of options, and the range of Kurkure gift packs with innovative value-adds like Tropicana and dry fruits would make Diwali a little more deliciously unpredictable.

PepsiCo’s 3D campaign with a tagline, ‘Iss season muh meetha nahi, Kurkure karo’ is a lighthearted take on ‘Mitha-ria’ – a disease caused by seeing or eating too much mithai. Television, print, radio, cinema, outdoor and other BTL activities are the various elements of this 3D campaign.

Cadbury India has added a special exotic dark chocolate range to its existing extensive portfolio of Cadbury Celebrations Rich Dry Fruit Collection. The new range is available at all premium retail stores across the country. The two new variants will be available in panned flavours like Hazelnut, Cashew and Almond, and fine assorted flavours like Mocha Almond, Rum & Raisin, Black Forest and Cashew Cointreau. The range is priced at Rs 425 and Rs 525 for the panned and fine assorted flavours, respectively.

A new TVC featuring Amitabh Bachchan communicates the appeal of chocolates as a special gift during Diwali to revive close friendships. The company is strategically planning to its integrate marketing campaign to create a buzz among consumers and trade. Along with TV, other media channels used will be print, radio, outdoor and extensive mall activities in key centres across the country.

Homegrown FMCG major Dabur India has introduced a range of eight healthy, innovative Diwali gift packs that offer the goodness of nature and Ayurveda in an attractive package. The range includes seven gifting options with fruit juices and fruit drinks that are priced between Rs 100 and Rs 250. A ‘Gift of Good Living’ pack contains a 500gm bottle of Dabur Chyawanprash and a 400gm Dabur Honey Squeezy Pack, priced at Rs 210.

“Since health has now stepped into the domain of celebrations as well, our Réal Juice Gift Packs offer the best combination of taste and nutrition, and is yet another illustration of Dabur’s commitment towards the health and well-being of every household. Today’s consumer has developed a strong desire to lead a healthy lifestyle and consume the best quality product. Being a name that has always been associated with quality food products, Dabur has thus taken on this task of giving its consumers a gift option that promotes health and wellness, said Sanjay Sharma, Business Head-Foods Division, Dabur India Ltd.

“We have traditionally seen a sharp rise in sugar intake during the Diwali season, thanks to the higher consumption of mithai. With our various gift packs, we are offering consumers a chance to gift their loved ones good health,” added K K Chutani, General Manager-Health Supplements, Dabur India Ltd.

According to an analysis by the Associated Chambers of Commerce and Industry of India (ASSOCHAM), promotion of the populist schemes during the festive season clearly indicates the companies attempt to make larger impact to gain returns. Due to this companies mount huge advertisement campaigns apparently to build and nurture their brand image for larger market penetration and increase their business volumes to attract the utmost public attention.

Venugopal N Dhoot, President, ASSOCHAM, said that pre-launch and launch activities pertaining to FMCGs, consumer durables, and banking and finance occupies nearly 11-12 per cent of the total commercial ads in various newspaper editions within the country.

According to ASSOCHAM, FMCGs occupied the largest share of over 42 per cent advertisement space in television, followed by 24 per cent by consumer durables, and 20 per cent by automobiles. Banking and finance, real estate, telecom, building materials, education, entertainment and apparel shared remaining advertisement space.

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