The Aditya Birla group has announced a new product, Kara Skincare Wipes, launched with much fanfare with a series of 4 commercials featuring Sharman Joshi and Anushka Sharma being aired currently. Watch two of them below:
In my view, the product has got the best marketing support that any launch can hope for. The commercials achieve several critical things, such as:
1. Clarity on Functionality and Occasions of Usage
The campaign makes the purpose of the product clear – to cleanse, nourish and deodorize your face, with the end result to refresh you and your face. It has clearly made the distinction from soft tissues and even wet wipes, which have a token fragrance. The purpose is to refresh yourself as you work through a hard day out in the sun and dust.
Also, with 4 commercials, they indicate the occasions of usage as well as the need clearly. They tell the viewer that there are many occasions where they should use a kara wipe instead of handkerchief to wipe your face.
2. Precise identification and attack on the Competition
The marketers identified that the competitor in the category is the usual, uber-present handkerchief, which is invariably used to wipe your face, however dirty it might be. They have identified it as the only major threat, and hence the direct attack on it – commercials all label the habit of wiping your face with handkerchief as a dirty one. And the best part – the unorganized handkerchief market is unlikely to retaliate.
3. Expanding the TG:
Usually, the Target Group expected to use the wipes is defined by women and not men. The ad does well to expand the TG to include men in the orbit as well. Expansion of the TG bring more prospective customers to the ambit of the product usage. Expanding the market, increasing the pie size is a good way to move ahead for a category-initiator since it creates a larger market size in which it enjoys a first-mover advantage.
4. Brand Ambassadors
Anushka Sharma and Sharman Joshi are pretty good ambassadors, associated with being cool and hip and trendy. People can relate them with moving times. Also, given the fact that they are not endorsing too many brands, their effectiveness as a brand ambassador for a specific brand increases.
Hence, many things have been done correctly by the marketing team at Kara to promote the product. Now it comes down to performance evaluation of the Sales team and the R&D team to deliver the first and second moments of truths (FMOT and SMOT).