The Hindu Business Line : The lure of the `fresh'

THE Indian consumer has always appreciated the attribute of freshness in a brand. `Fresh' marketing can be used to relate to food, ideas, look and feel, clothes, design, and so on; more importantly, it creates a positive attribute of freshness.

Fresh fruits and vegetables are always being sought; in the service industry or the entertainment industry, there's an eager wait for fresh ideas. Or, take a specific example of Liril, the soap brand positioned on the plank of freshness, which created a new category many years ago. In fact, it made the brand and the Liril girl famous.

So, are there opportunities for segmentation and positioning in brand building? There are, to my mind. And marketers must use the opportunities to their advantage.

Marketers must present their products or services keeping in mind that `freshness' is appreciated. Yes, wine is one of the exceptions! The categories that exploit this platform are quite different. A new cream brand called `After Bath' promises a "fresh new look." In the hot beverage category, `Taaza' promises to bring taazgi (freshness) to the consumer.

As the word `fresh' has a universal appeal, the opportunities across categories are plenty.

Marketers, I would strongly recommend the following:

Look at the category need and search for need gaps, which could be amendable to the `fresh' positioning.

Evaluate the product or service portfolio and see attributes that could be highlighted on this platform.

Look at new ways of attracting consumers to a fresh brand; or a fresh TV commercial, packaging, form, or a new application for an old product. Milkmaid has done wonderfully well through new applications, as well as through new forms.

Find out new meanings in the changing expectations of consumers and try to address them through new solutions.

The `fresh' brand marketing experience is something that every Indian consumer is eagerly waiting for. What are you, as a brand marketer, waiting for?

(The author is the Managing Director of Samsika Marketing Consultancy.)

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