23rd April, 2009 Cairo, Egypt: FMCG companies have been large spenders in traditional advertising mediums like television, outdoor and print. Fast moving consumer goods companies are now increasing their focus on the digital medium, with larger budgets for some of their brands.
Marico is one of those companies which have realized the importance of digital media and is using it to engage and talk to its consumers.
Marico has come up with new national consumer promotion for its brand "Haircode" & has launched limited edition promotion packs which entitles consumers to win all expenses paid trip to cheer the Egyptian Football National team in South Africa in 2009.
Commenting on brand going digital Abhishek Ahluwalia, Head Marketing, Marico Egypt said "with internet penetration on a rise and consumers spending more time off TV, it is necessary that we evaluate digital medium (Online & Mobile) to communicate and engage with our consumers. Digital media not only gives focused reach at much less cost but also creates image for the brand"
"FMCG companies must change their mindset in the Middle East to use digital more effectively. The trend currently is talking at consumers through TV, Print or the other mainstream media rather than with them. However; when a brand goes digital, one of its main advantages is that we can measure the campaign's success rate instantly on a daily basis which in turn gives the brand and the agency the flexibility for positive change where necessary. Thus, digital in today's world, given the recession, has moved up in magnitude, and should now be considered as main medium to compliment any media activity" says Medhat Amin, Managing Director, Mindshare Egypt
Ahluwalia added further "we have used popular websites like MSN Messenger, Facebook, Yallakora, FilGoal and Masrway in our media plan and used Mobile innovatively by sending WAP push multi media messages, IVR's, sponsoring messages to our consumers. That said digital media in case of FMCG can become a good support medium to give a halo effect to the campaign but not necessarily a lead medium in Egypt yet to build brand equity."
"Initial response of the campaign on off-takes is very encouraging. While campaign is still on-going, this will really boost image of Haircode amongst consumers and trade" said Satish Veerappa. Head Sales Marico Egypt
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About Marico:
Marico is a leading Indian Group in Consumer Products and Services in the Global Beauty and Wellness space. Marico's products and services in the Hair Care, Skin Care and Healthy Foods generated a turnover of over USD 450m in the financial year 2007-08. Marico markets well known brands around the world in more than 25 countries. Marico's brands and their extensions occupy leadership positions with significant market shares in most of their categories. Marico is present in Skin Care solutions through Kaya Skin Clinics (70 in India and the Middle East) and its soap franchise (in India and other Asian countries).
In Egypt, Marico enjoys leadership position in the hair care space with over 60% market share in hairstyling category. Both its brands (HairCode and Fiancée) are well known in the local Egyptian market and are also exported to neighboring Arab countries. HairCode is the Number 1 Gel brand in its category and is used by many consumers. While Fiancée is the number 1 Gel Cream brand, which offers the twin benefits of nourishment and styling through its unique product, Fiancée 2x1 Gel Cream.
For more information, please Visit our corporate web site: www.marico.com & brand website www.haircodeworld.com
About Mindshare:
Mindshare is a global marketing and media services network with billings in excess of $23 billion (source: RECMA). The network consists of 97 offices in 67 countries throughout the USA, Latin America, Europe, Middle East, and Asia Pacific; each dedicated to forging competitive marketing advantage for businesses and their brands. Mindshare is a member of WPP, the world's leading communications service group with $63.5bn in billings (source: RECMA). For more information, please visit www.mindshareworld.com.
Head Marketing,
Marico Egypt
Tel. +2 02 33042580/ 587
Fax +2 02 33042633: abhisheka@maricoindia.net
© Press Release 2009
