Financial Daily from THE HINDU group of publications
Tuesday, Jun 15, 2004
Financial Daily from THE HINDU group of publications Tuesday, Jun 15, 2004 |
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Marketing
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Promotions & Offers Hind Lever extends one-plus-one offer to Rexona roll-ons Purvita Chatterjee
Mumbai , June 14 AFTER doling out its one-for-one free offer on its Sunsilk brand of shampoos recently, Hindustan Lever is repeating a similar offer for its Rexona brand of roll-on deodorants for women. The roll-on format of the Rexona Cotton Dry variant of antiperspirant for women pegged at Rs 65 for 40 ml is now sporting an additional free pack. Explaining the reason behind the offer, Mr Biju Dominic, Vice-President, Mudra, says, "While stock clearance could be one of the reasons, the company possibly wants to ensure that its deodorants continue to be used during the monsoon as well." In fact, HLL has decided to unleash this offer on its least sold category under deodarants. While the aerosols and sticks continue to sell more than its roll-ons, the company is probably trying to clear out its stocks before the onset of the monsoon, claim analysts. According to Mr Vikas Kalani, COO, Sharuskie Marketing Consultants, "Shampoos are a more evolved category where price cuts and discounts are not likely to deter the growth of the brand. But in the case of deodorants, the brand does not sell on price but on appeal. Companies should be spending their monies behind building the deo brands instead of these discounts and offers."
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