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Tuesday, Jun 17, 2003

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Margo soap re-launched; to target youngsters

Ajita Shashidhar

CHENNAI, June 16

A NEW look, a milder herbal fragrance and more lather. Henkel Spic India Ltd has given a facelift to the 80-year-old Margo brand, by re-launching it in a new formulation.

Speaking to Business Line, Mr Ranju K. Mohan, General Manager, Marketing, Henkel Spic India Ltd, said that the new Margo has been positioned as a regular use brand. "We want to break the mindset that Margo is a medicinal brand and can't be used regularly. Apart from this, consumer feedback also indicated a need for toning down the strong herbal fragrance in order to help shed the medicinal image," he said.

With the re-launch, the brand also targets a younger age group between 20 and 25. "In order to appeal to this segment we have ensured that the soap generates more lather while it retains its core ingredient, neem.

The new Margo soap also comes in a more attractive and sleeker packaging, which according to Mr Mohan, is also aimed at attracting the youngsters.

The brand's positioning as a daily-use soap and its focus on the youth has also been depicted in its new TV ad campaign which features a young woman who says that the secret of her good looks is not because of staying indoors or due to rigorous exercise, but because of using Margo regularly. "The baseline has also been changed to `Margo skin, clear skin,' from the earlier `Complete skincare'," remarked Mr Mohan.

Apart from the new TVC, the company is also planning a series of promos in the audio-visual media, the details of which, according to Mr Kumar, would be announced at a later stage.

He said that the company is trying to position Margo as a national brand, and do away with the regional image that the brand has. "The markets of West Bengal, Tamil Nadu and Andhra Pradesh have been our traditional strongholds, and we are now looking at strengthening our presence in the markets."

Margo at present has a 1.9 per cent share in the premium toilet soap category, which has a 7.5 per cent share of the soaps category as a whole.

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