How a leading FMCG Hair Care Brand reversed declining market share and brand volume in Delhi-NCR
Category: FMCG
Client: Leading FMCG Hair Care Brand
Solution: 360-degree Integrated Campaign, Vox-Pop, Editorial
About Hair Care in India
The FMCG sector in India is one of the largest and fastest-growing sectors in the world. The sector includes a wide range of products, such as food and beverages, personal care products, household care products, and cosmetics. The FMCG hair care industry in India is a sub-sector of the FMCG sector that includes products such as shampoo, conditioner, hair oil, and hair colour, and is expected to grow at a CAGR of 9.4% from 2022 to 2027. The growth of the industry is being driven by a number of factors, including increasing urbanisation, rising disposable incomes, growing awareness of hair care products, and increasing demand for premium products.
The Brand Ask
Context
The market is characterised by intense competition among both domestic and international players. Key multinational companies and local brands compete for market share by introducing innovative products, strategic marketing campaigns, and competitive pricing strategies.
Objectives
The client leading FMCG Hair Care brand was witnessing a declining trend in market share and brand volume. By focusing on innovation and offering products that are tailored to the needs of Indian consumers, the brand wanted to reverse share and volume declining trend in the Delhi-NCR region.
Our Approach & Results
- A 360-degree campaign was launced across print, radio, digital and on-ground for 90 days.
- The approach was to grow brand relevance and differentiation through content and by incentivising purchases.
- HT City conducted Vox-Pop about the benefits and concerns related to hair colouring.
- Editorial articles that amplified the brand’s USPs were published in HT City Delhi editions.
- Spurred trials with content in HT City and Brunch were conducted on different occasions for hair colouring such as weddings, festivals, etc.
- An Influencer series with columns by beauty bloggers along with weekly columns in HT City and Fursat with Experts were also included, answering pertinent questions regarding hair colours.
- Consumer-centric contest was also designed where Fever FM representatives visited households in RWAs and winners were declared if they had the client brand’s hair colour products. The contest was amplified across print, digital and radio assets with an on-ground reach of 25 RWAs across the Delhi-NCR region.
- Declining market share trend of 9 months was reversed, brand volumes were back on growth. (Source: Nielsen)
- Increase in market penetration (ever used) and frequency (MOUB) (pre-post research) was achieved.
Highlights
