Tarun Arora, EVP, Marketing, Godrej Consumer Products Ltd (GCPL), lists the key FMCG trends of 2012:
Rural growth - Most FMCG categories are growing faster in rural as compared to urban India. This growing importance of rural India will also mean that regional players and categories with a strong regional franchise will influence marketing plans. As these categories expand, they will influence the way adjacent categories and emerging alternatives will seek to market themselves.
Innovation Imperative – Innovation is imperative in the FMCG category today. Differentiation is the key. Product life cycles are getting shortened given the highly competitive scenario. There is therefore a very strong thrust on innovation in the FMCG space across various aspects ranging from brand proposition, packaging, communication, consumer insighting to pricing.
We are constantly re-engineering our offerings on the innovation plank with the objective of serving the evolving needs of the consumer. Some of the examples in the innovation space include the launch of GoodKnight Advanced Activ+ and GoodKnight Advanced Low Smoke Coil.
Shopper Marketing – With the growth in modern retail, the store is emerging as the most potent medium in the marketing of brands. The Indian consumer is clearly enjoying the modern trade shopping experience and is increasingly shopping there, as is evident from the increased spending at modern stores. Shopper marketing has, therefore, become an important tool for marketers driving brand choice inside the stores.
Connecting and engaging with the Indian Digital consumer - With 50+ million active social media users, Indians spend more time on social media than on any other activity on the Internet, according to Nielsen. Increasingly marketers are focusing on this medium, however what will be critical is how brands can effectively break away from the pack in order to differentiate and improve social media engagement levels.
Some of our brand campaigns on social media including the ‘HIT Kill Malaria’ campaign have received an overwhelming response.
We continue to be upbeat about consumer demand in 2012. As India is one of the fastest growing economies, we will witness significant play on innovation, leading to intensity of competition. We expect growth to be driven on the back of new product launches and renovations of existing products. We will invest significantly behind these launches and support our innovations.