'Dating and then mating' - this is not about us humans, but about brands.
There used to be a time when there were brand loyalties, but a recent survey which conducted bathroom audits, proves otherwise. There were multitude of shower gels, toothpaste and soap brands found in two bathrooms which housed 3 ppl - pa, ma and a 10 yr old.
What this goes to show is that no longer is it true that 70% shop out of habit. Infact, what is now going to help the brand is whether it is present in the line of sight (say, at supermarkets), how well it is dressed up(packaged) vs its competitor, what zumba zumba (*remember the Reliance comm gym ad*) does it offer.
Customers now shop for similar rather than the same brand- either would do- a vaseline or a nivea, a Pantene or a L'Oreal or a Dove, a lifebuoy or a Santoor white, a pepsodent or a colgate.....so brands now need to build their muscles----so is it going to be a 6 or 8 pack for yours ?
2 comments:
Agreed. In fact, i think brand loyalty as we know it is dead. Perhaps part of the reason could be the absence of innovation in the core product offering itself. For instance, you wash hair with soap or shampoo (in some cases, shikakai or some other herbal powder), that's it. There is no novel technology to keep hair clean. After a while boredom sets in and then you start experimenting with brands to enliven a routine experience.. The other issue of course is that for real problems such as dandruff, or recurring acne there still aren't that many effective solutions. So customers keep trying new stuff hoping that the next one will prove more effective.
Just a thought from a lay person more from a user's perspective rather than an expert's. Thanks. Keep writing.
Thank you for sharing your thoughts. Much appreciated
Post a Comment