Monday, March 24, 2008

"Dissolve like Sugar in Milk" ... Ideas for FMCG

What is important today in terms of branding in FMCG products? With the clutter of products on display and available for consumption, there is increasingly a trend of consumer indifference towards your product. When the product life cycle is also very short, what becomes important is creating a sustainable brand. One solution for this can be explained with this story.

Legend says that when the Parsi immigrants from Iran landed in Gujarat, India many centuries ago, they approached the local King to seek permission to stay in his country. The King who was not very keen on letting foreigners to settle in his land showed the Parsi leader a bowl of milk filled to the brim and said that like this, there was no space for more people. The Parsi leader not to be outdone mixed some sugar into the milk and told the King that his people would dissolve into the society like the sugar and while remaining invisible, sweeten the whole experience!

Similar to this, what is required to help reduce consumer irritability towards FMCG products is that they need to become less in your face, but at the same time be give the consumer a sweet experience!

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