The Hindu Business Line : Companies play on product innovation to grab attention

New Delhi, April 15 The shrinking attention span of consumers is forcing marketers to value-add on both products and services. By innovating on plain-vanilla products, companies are managing to give their product a ‘pop-up’ character, allowing the brand to gain more mind share than competition.

For instance, warmers for hair oil, specialised toilets for geriatrics, designer eggs and mobiles insured against theft are some of the spunky ideas that are becoming popular marketing mantras.

Here are some that attract the consumer’s eye-ball. Marico’s flagship brand Parachute has introduced an Advanced Hot Champi oil warmer. Mr Ashish Bhargava, Head-Marketing (Personal & Nature Care), Marico, said: “Brands can win by giving consumers superior experiences. There are some consumers who believe hot oil increases efficacy of the product and therefore, our endeavour was to make the process more convenient for them. This led to the development of the innovation Parachute Advanced Hot Champi oil warmer.”

New on line

Egg major Suguna Poultry has introduced designer eggs that cater especially to the diet conscious and people with conditions like diabetes and heart ailment. Similarly, LG mobile has introduced a mobile theft insurance plan for its customers by tying up with United India Insurance to offer this benefit at no extra charge. Parryware has a range of comfort pans designed for the geriatrics.

According to Mr Anil Arora, Business Group Head, LGEIL, “Customers stretch their budget to purchase the latest handsets, and cannot afford to lose them. LG Mobile Theft Insurance plan would provide a perfect solution to this. We not only provide guarantee for the phones but also guarantee to safeguard customer’s interest in case of mobile theft.”

Brand specialist Mr Harish Bijoor, CEO, Harish Bijoor Consults, says, “There is an array of products in the market and a product hits the lowest common denominator very soon. Companies are bringing innovation to catch the shrinking consumer attention span. This means moving away from products and services that are run-of-the-mill. A good design and innovation is a mix of story-telling and propaganda for the product.”

According to a retail watcher, “Consumers are looking for an identity different from the rest. Hence, any change from a plain product elicits a good response. This in turn shows on the product offtake.”

This is true not just of products but also services. DRS Logistics has set up Relocation Retail stores in major cities. This provides a host of utility services including accommodation, information regarding gas supplier, hospitals, schools and banks for people moving into a new city. “A person moving to a new city finds it immensely taxing to look for basic facilities. Our aim is to ease their passage into the new city. We hope to open 25 such outlets by 2012,” says Mr A.K. Aggarwal, Director, DRS Logistics.

More Stories on : Branding | New Products & Services

Article E-Mail :: Comment :: Syndication :: Printer Friendly Page

Stories in this Section
BBC, Radio Misty tie up

Goafest to host Abbies for next five years

Ban on hoardings comes as ‘massive blow’ to industry

Companies play on product innovation to grab attention

Toshiba expects India to account for $1 b revenue by 2015

Godrej Sara Lee extends Ambipur brand

Nicholas Piramal buys two brands for Rs 116 cr

Deccan goes in for image makeover

Whirlpool set for break-even

Air India sees drop in number of domestic passengers in first quarter