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Tag: Los Cost Marketing

  • What is Halo Effect and How does it apply to Marketing? (Explained)

    Every company exists for the sole purpose, for instance, expect reward for the service in terms of monetary or recognition in the eyes of the public. Marketing is another way to secure more people and to get to know more about your business. But focusing on SEO, CTAs or brand awareness won’t bring a heyday to your business. Here, Halo Effect really makes a great impact on your marketing.

    Brainwashing plays a crucial role in the Halo effect, as it is an effortless method to create fame overnight, whither? customers speak off good things, only if they have any positive experience. On the other hand, also defile your company, when some things went wrong likewise negative experience with the brand products.

    Pertinently, Halo Effect in Marketing is creating good terms regarding your services by engendering favouritism thoughts on customer’s minds.

    How Does the Halo Effect apply to Marketing?
    Pros and Cons of Halo Effect in marketing:
    Examples of Halo Effect in Marketing
    FAQ

    How Does the Halo Effect apply to Marketing?

    The Halo effect in marketing generates brand awareness, loyalty towards customers and brand strength at providing the best services.

    Brand strength

    The halo effect in marketing aids brands’ strength by establishing positive reviews or experiences on your products.

    Brand strength consists of to begin with Brand perception: The company should provide the best quality products to your customers, in order to gain their interest to purchase again in your company. Rather than spending tons of money in marketing, try to manufacture quality products to gain the trust of your customers.

    Moreover, the halo effect in marketing shows themselves as leaders in their industries by upgrading the product line of their company to compete against competitors.

    Brand awareness

    The company earns profit or reputation by rendering some services, and that services should be witnessed widely among your targeted customers. For instance, when you are frigging thirsty, the first product that will definitely strike your mind is Coke, right?. Ergo, the halo effect in marketing applies, when you are out with your friends and you are in a flummox to find a food restaurant, then one of your friends says ‘McDonald’s is the best’.

    Brand loyalty

    When the company recognised loyalty from the customers, then there is no going back. While gaining Brand Loyalty is quite demanding. Enhancing brand loyalty highly depends on the engagement of manufacturing quality products according to the interest of your customers and customers feedback or quick response.

    The halo effect creates brand loyalty by implanting favouritism on customers’ opinions, as this will help the customers to make a repeated purchase on your company.

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    Pros and Cons of Halo Effect in Marketing

    Ever wondered how one thing can be both beneficial and harmful? Our electronic gadgets, inventions and developments, etc. Likewise, the Halo effect in marketing has its own two sides of a coin: Pros and Cons.

    Pros of Halo Effect in Marketing:

    The Halo Effect is a kind of unpaid marketing technique that creates brand loyalty among its customers and thus helps the brands to retain their customers.

    Once a brand gains the trust of its consumers in terms of quality the price is insignificant to the consumers which helps many brands earn more profits.

    The brand’s new releases and even new ventures in other industries gain from the halo effect as people believe the products from the brand are worth their money and the quality is the same as the other product.

    The brand gains more customers through word of mouth and is differentiated from others and the halo effect also increases the brand’s equity.

    Cons of Halo Effect in Marketing

    The Halo effect is difficult to maintain as a product can be a success or a failure. Uncertainty is a factor that is constantly present when a new product is launched in the market.

    A negative experience of a product can do the reverse of the halo effect and damage a brand image and create an obstacle in the minds of its customers while purchasing other products from the brand. This is known as the Horn effect.

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    Examples of Halo Effect in Marketing

    The Halo Effect in marketing works in two ways- Positive effect or negative effect.

    For instance, Coca Cola gained recognition in the 80s standing as the best soft-drinks of the era. But at the same time, Coca Cola witnessed its bad side, when the controversy about the tinge of cocaine in it caused degradation to the brand and was even banned in North Korea and Cuba.

    Therefore, the Halo effect in marketing applies by imputing positive reviews or experience of your brand by accelerating awareness, loyalty and brand equity.

    Another great example of the Halo effect in marketing is: After the release of Apple iPods, it was speculated that there would be an increase in the sales of MacBook laptops.

    The success of iPods paved the way for this speculation to be true. In this case, the success and favouritism of the iPod by the consumers created a halo on the MacBook and other Apple products.

    Conclusion

    How many times have we bought other products from the same brand just because one product was good, like just because the paste is good in cleaning our teeth, why do we also tend to buy the toothbrush from the same brand even though the bristles are rough on our teeth and gums? Oh, I know it now: THE HALO EFFECT.

    The halo effect has been a major factor for brands and companies to make profits as the halo effect in marketing increases the visibility, reputation and equity of a company which is key to the success of any business.

    FAQ

    What is the Halo Effect in marketing?

    The Halo effect in marketing is a concept in which a person tends to favour other products from a manufacturer after experiencing positive feedback from another product from the same manufacturer.

    How does the Halo effect work?

    The Halo effect in marketing is seen when a brand captures the favour of the consumer market by creating a product that gives a positive experience to its customers which in turn leads the consumer to trust the brand without proper reasoning and favour the brand’s other products as well.

    What are the examples of the Halo effect in marketing?

    One example of the Halo effect in marketing is: After the release of iPods, it was speculated that there would be an increase in the sales of MacBook laptops. The success of iPods paved the way for this speculation to be true. In this case, the success and favouritism of the iPod by the consumers created a halo on the MacBook and other Apple products.

  • As Indian As It Can Be-Indigenous Marketing Strategies of Tide

    Washing is one of the most important chores of an Indian household. We have many international and national companies that have held the market for so long. However, Tide stands a level higher than the rest of them. They have woven their marketing strategies in such a manner that even after 20 years of its launch in India, many of us do not know that Tide is a US company.

    They have revolutionised the Indian detergent market with their synthetic compounds that made Tide one of the most profitable brands of P&G. Although it was launched in the US as a heavy-duty laundry detergent in 1946, it entered the Indian markets only in 2000. Since then there hasn’t been a look back for Tide.

    According to various studies, it is estimated that Tide holds 13% of the Indian detergent market share and is third only to Indian companies like Ghadi and Nirma. Over the years, they have been successful in carving out their own space in the industry despite being a foreign company. At this juncture, the article will explore the marketing strategies of Tide which renders them so indigenous.

    Empathising With Local Sentiments
    Perfect Targeting of Audience
    Unique Campaigns and Catchy Tag Lines
    Attractive Packaging
    Affordability and Positioning Through Segmentation
    FAQ

    Empathising With Local Sentiments

    The first factor that enabled Tide to have a stronghold in the competitive yet incompetent Indian market was its ability to launch products and advertisements with a clear understanding of the problems of the users.

    Firstly, it is widely known that people in charge of the households are genuinely trying their best to make things smooth and easy. However, removing tough stains have always come up as a herculean task.

    Time and again, Tide has come up with modifications in its product that makes it easier to remove stains that contain carbohydrates and proteins. Similarly, their ads completely acknowledge the difficulties faced by users and portrays themselves as offering a solution to their problem.

    Their ads are also reflective of national and regional sentiments regarding festivals, the whiteness of clothes etc. They have also addressed the issue of detergents being harsh on hands and have offered solutions for that as well.

    Perfect Targeting of Audience

    In India, family is a very important entity and women are the ones who take most of the familial decisions. Although the gender roles associated with domestic chores have been changing, the fact largely remains that women are in charge of domestic chores. This has inadvertently made Tide focus on Indian women through their ads. Especially homemakers.

    Whenever they launch a product or a campaign, they make sure that it will be attractive for Indian homemakers. Most of their ads and campaigns can be seen pitching themselves exactly in places worthy of it. For example, they have launched their soap bars and detergents in a range of varieties and prices which will suit the needs of their target audience.

    Unique Campaigns and Catchy Tag Lines

    This is one of the most important aspects of Tide’s marketing strategy. Their campaigns always have a positive social message while emphasising the benefits of using Tide. For example, campaigns like #TideGivesExtra, #TideWhite etc. have been successfully able to benefit from exploiting the Indian desire for white clothes and attention.

    They have also identified the loopholes and problems in the sector to come up with effective campaigns. One such campaign would be that of white collars. We all know the embarrassment that a dirty collar can bring. Identifying this, Tide launched the #CollarUpWithTide campaign which was an immediate hit. Similarly, its unique campaigns and catchy tag lines have helped the company tide over its competitors.

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    Attractive Packaging

    When it comes to marketing strategies, the packaging is its cornerstone. Tide has aced this part of marketing with grace and creativity. Its vibrant orange and white packaging is very distinguishable amidst any crowd.

    Tide Packaging
    Tide Packaging

    Apart from the colour, it has also brought in many innovations to its packaging too. They have recently launched a package that suits e-commerce platforms that prevent leakage and damage when transported over long distances through unpredictable modes. However, it is yet to be launched in India.

    They also have special packaging like packets, sachets, cartons, cans etc. which attracts the customers as it gives them a wide variety of choices.

    Tide Different Packaging's
    Tide Different Packaging’s

    Affordability and Positioning Through Segmentation

    Tide has been successful in being economical while being a premium brand. This is because they have launched products in different price ranges. They have divided their products into popular, premium, super-premium and what not. Hence, while it becomes accessible to the mass population, it also gets equated with other premium brands. Such an effective marketing strategy has helped Tide to expand its bases to all sections of society.

    Conclusion

    Upon analysis of the marketing strategy of Tide, it becomes evident that it is their ability to understand and respond to the issues of the Indian households that made it so popular and close to the consumers. They have also not held themselves back in promoting strong social messages.

    To be welcomed and accepted as an indigenous company in such a short span of time is not an easy task. Tide makes the importance of understanding the target audience more clearer now.

    Lessons have to be learned from their constant efforts to expand into newer sections of society without being too elitist. Considering its dynamic strategies there is no doubt that Tide will continue to grow its business in the industry in future as well.

    FAQ

    When was Tide detergent launched in India?

    Tide detergent was launched in India in 2000.

    Is Tide detergent an Indian company?

    No, Tide detergent is an American brand of laundry detergent owned by P&G.

    What is the target market of Tide detergent in India?

    Tide Detergent primarily targets Women age group from 18 to 54 years old.

  • Top 15 Tips for Marketing Startup in 2020

    The whole idea of startup revolves around serving customers with an out-of-the-box solution that solves a problem they face. So, marketing plays an essential role in the entire process. If done right, the startup witnessing overnight success becomes a plausible outcome. On the contrary, an excellent idea unable to reach out to the masses ends on a sour note.

    India may double startup base by 2020. To get you off to a start, here are fifteen Startup marketing ideas worth trying out.

    15 Ways of Marketing Your Startup

    Ways of Marketing a New Startup

    SEO Propels Your Marketing

    Nowadays, the kind of business doesn’t matter but having an internet presence does wonder. So, it’s common to have a website, be it a startup, medium-size business or a large scale organization.

    Search Engine Optimization is essential to get the product or service the required attention. Investing in professional SEO services means reliable results and the probability that your website ends up in the first or second page of the search engine’s results. But you can also do it on your own just by learning a few new techniques and the guidelines.

    If you are serious about your business and want to grow then you should start building quality content. Post those quality content regularly on your website and try to give value as much as possible. This way you will be able to get your SEO success soon.

    A lot of blogs are out there, some with huge traffic and some without such kind of presence. Identify the blogs frequented by the startup’s target audience and reach out to them. Results may not be immediately visible but they will eventually show up.

    If you already have a blog then it will be a great opportunity for you. Try to find some blogs similar to yours and comment genuinely, it will help you to build a relationship with other bloggers and also can give you some quality back-links.

    Public Relations (PR) Strategy

    With a correct PR strategy, you can convey your message to the right audience. A successful PR strategy can bring you a lot of loyal customers.

    While making a PR strategy your first step would be deciding your target audience first. After that make sure you know what your goal and objective are. This will help you to run a successful PR strategy.

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    Discounts And Freebies

    “There ain’t no such thing as free products” but you can get one at a discount. Offering exclusive discounts based on demography can entice people into buying your product. Complement it with some sort of freebies and publicity increased many folds.

    The trick here is to organize giveaways using some kind of segregation—the buyers need to feel special as if the discount is specifically tailor-made for them.

    Advertisements

    Use billboards, pamphlets and flyers. Add creative visualizations to make the information an interesting read. Don’t give extended details; it bores the reader. But before that, go through a repeated cycle of design-feedback-review. This should be done before the pamphlets, etc. are distributed. Getting feedback on the prototype allows you to check the missing points that go into making a great printed distribution material.

    Email Marketing

    This method is old but no less than gold. The advent of spam filters has made email marketing a bit difficult. But it still is an effective strategy, to be honest. Create a database of potential buyers, send them quality content regularly.

    You can also send your posts in the form of emails, it will help you not only to re-purpose your old content but also provide value to your audience.

    Recommendations And Referrals

    No matter how attractive or enticing the technical review of the product/service is, people still ask relatives and friends for review. A simple example: before buying a high-end smartphone, you enquire about the same from those who own the same model. The same goes for any product. Focus on ‘word of mouth’ publicity.

    Offer referral commission to the users. This way your old customers will be engaged with you for a long time and even for a lifetime.

    Use Community Events As A Platform

    Use Community Events as a Platform

    Make the best out of flea markets, a local get-together for they offer a pedestal to demonstrate the startup’s product. The event attendance fee is minimal (and even free in some cases), in such events a good crowd’s gather, you can spend the entire day in conversing with them. In case people don’t take notice of your product, leverage the opportunity to enhance your network.

    Industry Partnership

    All startups can’t afford to spend a lot of money on marketing. Partnering with a more established company can provide the required capital and insights. The terms of negotiation possess the biggest challenge; the industry veteran would likely ask for a stake in the startup. In such cases, cons are going to be there for sure along with the pros. The focus should be on the latter outweighing the former.

    Promote the Product as a User

    If you don’t take pride in what you sell, expecting others to react positively is a distant dream. If the founder endorses his product both as a promoter and user, the target audience sees him from a different perspective. It enables the startup to gain traction with the clients, since both evaluate the product as a user.

    Use of Referral Programs

    Another way of successfully launching your startup is to make the customers help you to promote your product. This will make promotions of your brand to a more distant area. Using ‘Brand Ambassador’ programmes can help you to ask your customers to promote your product among people. The more ambassador you have, the more promotion you can have of your product.

    You can approach small YouTubers to be your Brand Ambassador as they already have a fan base. It will be easy for you to grow your brand faster.

    Use of “Beta Version”

    So, what we always crave for, the things we don’t have and exclusive things. Hence, the creation of a beta version will help you get more people engaged in your startup as they will be getting a chance to get an exclusive version of your product. The more sign-ups, more exposure to your company.

    Social Media Promotion

    Facts About Social Media

    Social media is the key to why brands are getting popular and selling out in seconds. So focus on building a great and empowering social media platform for your product. The more popularity in your social media, the more popular you will get in the actual marketing scenario. Also, that will surely lead to an increase in sales.

    So don’t hesitate from creating a strong and attractive social media platform for your company and make a good investment in your social media marketing.

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    Charity and Other Such Events

    This sounds a bit weird but this surely works as events like Charity, auction are the hub of a variety of customers which you can target.

    Either sponsor such events or be a part of it, so that your brand is shown in the sponsor list or present yourself there in front of the crowd along with your brand. This will surely help you to grow your brand more. It sounds weird but this can be a Trump card to your success if you can work it.

    Host Contests And Giveaway Offers

    As it says “old is gold “, this trick has been used by biggest to smallest, all kinds of startups because of its efficiency. Host various contests which are going to engage customers focus on your startup.

    Also, do give offers or gifts with your product. This works like honey, as your customers will get stick to you more and you will get more customers also. For a new startup, it is efficient to get some regular customers, so this can be a cue to get some regular customers.

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    Conclusion

    The most important marketing suggestion is “you”, the owner. It all depends on how you work and how creative you can be when it comes to marketing and promotion of your startup. So be more creative and come up with innovation, so that helps you make your startup different from others and focus on the customers’ behaviour related to your product.

    Do give value to your customers’ feedback, and focus on making your startup a customer-friendly worthy.