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Henkel SPIC starts consumer promotion for Margo soap

31-May-2005
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Henkel SPIC starts consumer promotion for Margo soap

Chennai-based Henkel SPIC seems to be working overtime on its brands this summer. After re-launching Mr. White detergent about a week ago, the FMCG company has now announced a consumer promotion for its neem-based natural body soap Margo at a cost of Rs 3 crore. It has also announced new pack variants of its deodorant brand Fa.

With the re-launch of Mr. White, the company expects the brand to garner segment share of 15 per cent nationally in the next three months. The detergent brand presently has a 12 per cent market share of the mid-range segment in South India, and 8 per cent market share on an all India basis.

This re-launch is being supported by a campaign by R.K Swamy BBDO to spread across Television nationally. Rajesh Krishnan, Foot-candles Productions, is directing the TVC. Without divulging specifics on ad spends on the brand, a company response said, “Brand spends are typically in the range of 14 per cent of Net sales.”

"Mr. White has now been re-launched with a brand proposition of stain removal and whiteness, refurbished packaging, attractive pricing and a well differentiated marketing mix," said Vijay Subramaniam, General Manager, Marketing, Henkel SPIC.

In a national consumer promotion starting first week of June, the company has announced that consumers buying Margo and collecting three different wrappers with the words ‘Margo’, ‘Clear’ and ‘Skin’ on them would be eligible for a slogan contest.

Besides winners on the basis of slogans, all entrants would be eligible for a prize. The prizes, worth about Rs 1 crore in all, would include diamond pendants, televisions, washing machines, microwave ovens, toasters and walkmans, besides three bumper prizes. The contest will run till August end, 2005, according to the company, which is communicating the same through electronic, print and outdoor media.

Henkel SPIC has also launched a smaller version of its ‘Fa’ brand of deo-sprays, specifically targeted at the college going youth. The new cans will now be available in 75-ml capacity priced at Rs 65, in addition to the larger 150ml cans, which cost Rs 105.

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