Amway India, the country's largest FMCG direct selling company has announced the launch of its latest innovation-Glister Herbals Toothpaste, to mark its entry into the herbal oral care market. Building on its Rs. 100 crores brand- Glister, the new herbal oral care product is a seamless blend of numerous herbal ingredients with appealing taste and pleasing color to suit everyone's palate. With this new and advanced product, Amway aims to target flourishing Rs. 1980 crores oral care segment in India. The industry for herbal oral care has grown significantly in recent years due to consumer preferences for herbal solutions and trust in their long term benefits. Research shows a gap that is need for likable sensorial. This leads to consumer shifting to regular and non herbal products. Glister has the goodness of herbs with great taste and appealing color. With this powerful mix, company aim to transform the product usage experience and long term adoption of herbal toothpaste. Company has positioned itself as goodness of herbs with great taste. Goodness of herbs provides 12 hour germ protection and fresh breath benefits with teeth whitening. It also has biodegradable micro beads of essential oils comprising clove and tea tree to ensure maximum efficacy of the constituents. Company aims to ensure nationwide reach and to engage consumers. Question: How should the brand use various marketing strategies to create customer based brand equity?

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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Transcribed Image Text:Amway India, the country's largest FMCG direct selling company has announced the launch of its latest innovation-Glister Herbals Toothpaste, to mark its entry into the herbal oral care market. Building on its Rs. 100 crores brand- Glister, the new herbal oral care product is a seamless blend of numerous herbal ingredients with appealing taste and pleasing color to suit everyone's palate. With this new and advanced product, Amway aims to target flourishing Rs. 1980 crores oral care segment in India. The industry for herbal oral care has grown significantly in recent years due to consumer preferences for herbal solutions and trust in their long term benefits. Research shows a gap that is need for likable sensorial. This leads to consumer shifting to regular and non herbal products. Glister has the goodness of herbs with great taste and appealing color. With this powerful mix, company aim to transform the product usage experience and long term adoption of herbal toothpaste. Company has positioned itself as goodness of herbs with great taste. Goodness of herbs provides 12 hour germ protection and fresh breath benefits with teeth whitening. It also has biodegradable micro beads of essential oils comprising clove and tea tree to ensure maximum efficacy of the constituents. Company aims to ensure nationwide reach and to engage consumers. Question: How should the brand use various marketing strategies to create customer based brand equity?

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