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Parle is most chosen FMCG brand in India: Kantar’s Brand Footprint report

Each year, Kantar Worldpanel’s Brand Footprint report strives to highlight exceptional brand growth; not just among the global Top 50 ranking but across different regions, categories and countries.

According to Brand Footprint 2016, Parle is the most chosen FMCG brand in India, witnessing a CRP growth of +3 per cent.

As the Asian market evolves and growth slows down, competition is heating up between brands to win the hearts and minds of Asian consumers. Local players are using this state of flux to their advantage, dominating the Asian market in 2015, possessing 74 per cent of total FMCG spend and growing their sales by double that of their global competitors.

Brands that thrive in the Asian market know the importance of national culture, values and pride, and reflect this within their brand narratives.

However, they also understand the fast pace of the culture and its desire to blend old with new, tradition with technology.

By listening to consumers’ desires they can innovate their offerings, putting a local twist on them and increasing the perceived value and relevance for the consumer.

India: Build a nation, build a brand

Asian consumers share a strong collective responsibility and expect brands to contribute to creating a better society. Last year, hair oil brand Nihar Naturals donated a portion of its proceeds to children’s education, empowering women to do their bit in driving forward social progress.

Cooking oil Fortune, meanwhile, launched ‘Mother Exchange’, a platform designed for mothers whose kids have moved cities to study. Fortune’s platform allows mothers to share recipes, so that students can prepare home meals just like mum’s.

CHINA: PREMIUM FOR EVERYONE

Premiumisation in Asia is more important to shoppers than ever, and brands are noticing. Amid the e-commerce boom in China, toilet tissue brand Vinda moved quickly to capture the opportunity to reach young and affluent shoppers online with its wide range of emerging categories (wet tissue and kitchen towel).

In 2015, the third year of the successful Vinda bus tour began: encouraging young families to board, play games and experience its products. Also last year, Vinda hosted a paper wedding dress challenge with well-known Chinese fashion designer Lanyu – a quirky way of changing its perception from budget toilet tissue to a premium option.

SOUTH KOREA: PREVENT WITH NATURE

Having initiated global trends like BB cream and snail facials, South Korea has been at the forefront of beauty innovations for decades. However, it is their venture in anti-pollution skincare that turned heads in 2015.

According to happi.com, sun and pollution exposure account for 90% of visible signs of ageing. Clearly, skin should be protected from pollution in the same way it is from the sun. Natural products, previously used only to maintain appearance are now stepping in as effective prevention against pollution.

Tapping into this trend, South Korea’s first all natural cosmetics brand – Innisfree – grew its CRPs by 22%.

INDONESIA: TRADITION MEETS TECHNOLOGY

In the four years that Teh Pucuk Harum (TPH) has been available, it has increased its penetration up to 48%, a huge achievement for a brand still in its infancy. TPH has blended tradition with technology to create a product that speaks to consumers’ heritage, whilst meeting their modern needs. The first RTD tea brand to use tips of tea leaves as the main ingredients, TPH blends traditional flavours with clever Advanced Sterilisation Technology to ensure a highly hygienic drink without any preservatives or artificial sugar.

 

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