The Hindu Business Line : Hatsun's `low fat' ad boosts milk sales

AN ad with the line `milk with 4.5 per cent fat' has done more to promote the milk brand from Hatsun Agro than most of its earlier promos, according to the people concerned.

Late in January a teaser-ad posed the question, "Who is Arjun's mother?" The reveal-ad a few days later answered: It does not matter. The point to note is that the mother is someone savvy enough to buy milk with 4.5 per cent fat in it. Nutritious wholesome milk, just as nature meant cow's milk to be.

The implication: Everyone can be the mother of an Arjun — a healthy kid and a high performer.

The advertisement was meant to promote the Arokya brand of milk from Hatsun Agro. And promote, it has done. In good measure, judging by zooming sales, according to the Chairman and Managing Director, Mr R.G. Chandramogan, who does not want to divulge the figures for now.

Another reason for the company to feel that it is money well spent is the rapid reaction.

Usually, response to an ad takes nearly a month — the information has to sink in and the public has to react. But this ad has shortened that timetable.

Response could be observed from the second week after the reveal-ad gave the answer in mid-February. Sales took off and continue to grow, said Mr Chandramogan. The lesson: Just say it as it is. The milk contains 4.5 per cent fat. The slogan on the pack — Nothing Removed. Nothing Added — reiterates the same idea.

According to Mr Mani, Executive Vice-President, Bates, the ad agency that handled the promo, surveys had indicated that housewives were not concerned whether they were buying toned milk, standardised milk or whole milk.

In industry parlance, these terms referred to the fat content — three per cent, 4.5 per cent or six per cent. But the fat content in milk is an indication of the nutrient content and other scientific studies by independent agencies have shown that 4.5 per cent fat is ideal. So, this fact is important.

On the advice of international brand consultants, Al and Laura Ries, whom Hatsun had roped in, the company had decided to highlight this fact.

It has caught the consumers' attention in a way that Hatsun's earlier promos have not.

That is something from a company that has always focused on aggressive marketing.

Its earlier ads with popular film stars targeted middle-aged women, quality and cost benefit.

The 4.5 per cent ad has also given the brand a much-needed boost, he said.

Though the brand has consistently been growing and retaining market leadership, it seemed to have hit a plateau a few months ago. But the 4.5 per cent ad has done the trick, he added.

Since 2000-01, when the turnover was about Rs 150 crore, the company has more than doubled its turnover to about Rs 325 crore last year.

The company is set to maintain its track record in the current year, he added.

More Stories on : Advertising | Dairy & Dairy Products

Article E-Mail :: Comment :: Syndication :: Printer Friendly Page

Stories in this Section
Hatsun's `low fat' ad boosts milk sales

Now, bank customer info available on CD for a song!