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Household : Brands
There are hundreds of Brands for products under the Household
Product Group and TV Ad Indx's website www.iBankLive.com hosts
over 500,000 Indian and international Television Commercials,
Press Advertising and News items for all these Brands .
Some of the Brands in the Foods Product Group are
listed below for Marketing Professionals from
Advertising Agencies, Media and Advertiser companies.
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Household Products form a sub-category of the popularly known Fast Moving Consumer Goods (FMCG) category. It includes all consumables (other than groceries/pulses) that people buy at regular intervals. The most common in the list are toilet cleaners, detergents, shoe polish, packaged foodstuff, household accessories, stationery, oils, cleaning supplies, lighting equipment, garden equipment, pet care products, mosquito repellants, and tissues. These items are meant for daily or frequent consumption and have a high return. The key advertisers for the household products category are Hindustan Unilever, Reckitt Benckiser, Procter & Gamble, Godrej and Henkel.
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A major portion of the monthly budget of each household is allocated for these products. FMCG being a low-margin business, volumes hold the key to success in this industry. Due to intense competition in the sector, much emphasis is placed on marketing. Companies spend a large portion of their budget to maintain distribution networks. New entrants who wish to launch their products nationally invest large sums for brand promotions. FMCG giants fight out in the marketplace to reach out to the masses and compete with brands in similar product categories. Brand perception influences purchase decisions and thus building perceptions is critical for FMCG companies as the consumers are reluctant to try out unknown brands.
FMCG majors opt for high-decibel advertising in a bid to build and reinforce the notion of perceived superiority, and convert these notions into sales volumes. Advertising creates a two-dimensional awareness about: o The brand name o The product category
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There are functional advertisements, which focus on innovatiive features that the product has. Advertising is also used to induce changes in consumer beliefs and behaviour. It is not surprising that companies need to spend fortunes on building a brand through high-frequency advertising.
Previously, housewives were the target group for this category. Now, however, advertising campaigns target everyone from housewives to kids. Also,with changing gender roles, some advertisers and campaigns target men. Household products are advertised on both print as well as television. The preferred channels of advertisers for household products advertising are the general entertainment channels. Advertisers that target rural markets generally advertise on regional channels. In print advertising, general interest and women's magazines are preferred. Newspapers are used for tactical, promotional purposes.
