Thursday, 7 June 2007

Scotch Brite: An innovative strategy of a hiding giant


An average Indian may not know that the brand “Scotch Brite” is yet another innovation owned by one of the world’s most innovative company “3M India limited”. It always uses “product innovation” as the special attacking strategy for the competition while entering into the segment. Scotch Brite is one such brand which is a scrubber used for cleaning utensils, which is launched in India and all over the world.

Strategy Used:
Since Indians believe that steel scrubbers are better, it is now coming with the steel scrubber under the brand name” Steelo” which serves the taste of the Indian customers better. At the same time, the company also promotes Scotch Brite Scrub pads through various promotional campaigns like super saver offer and conducting housemaids meet to create awareness about scrub pads.
3M is only organized player and pioneer in this segment which faces severe competition from local manufacturers. The price range of the product starts from Rs5 to overcome the competition from cheap priced products in the market.
The product quality is good and the scrubbers are now coming with “S” shaped pads for more convenience for the consumers. The company also involved in direct marketing where the company staffs gets appropriate feedback from the customers

Today in the Indian FMCG segment, the competition is becoming so severe that the companies are started using their corporate names in the TVC ads to grab a dominant place in the minds of the consumers, as an entity which as real love for its environment. Some of the companies are HLL, ITC, TTK and so on. Even HLL have changed its name to Hindustan Unilever Limited; in bring its global name into India. In this situation, 3M is not giving importance in associating the corporate name with its brand. It is already displaying the name of the company in the packages. But customers are not identifying it.
Is corporate identity important for 3M? If so, will this pioneer attach its corporate name with its brand in the future?
at

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