Value Migration

Topics: Marketing, Strategic management, Cleaning products Pages: 3 (772 words) Published: May 16, 2013
Question 1:
Explain the influence of value migration on the marketing strategy in Bangladesh of the Brand assigned to your group.

Value migration has had a very important role to play for Harpic in Bangladesh, especially in terms of product and proper emphasis on it has enabled Harpic to become the market leaders in the lavatory care sector in the country. While it initially launched with a single flagship product i.e. the traditional Harpic blue liquid as toilet cleaner, the brand soon realized that although having the same need of lavatory care, different segments of the market vary in terms of their wants from the product e.g. while some prefer liquid cleaners others favor powder. Hence to capture the market better and gain higher market shares, the brand has successfully emphasized the value migration of its customers and have launched a varied range of products with varying features that better meets the wants of the target consumers. Harpic has effectively transformed the brand into a total solution for toilet cleaning and maintenance in Bangladesh.

It chiefly focuses on liquid toilet cleaners. Within the liquid toilet cleaners it has further launched a wide array of products each addressing the augmented wants of the consumers resulting from their value migration. Harpic Power Plus: This is addressed towards consumers who do not prefer bleach. The product whose introduction is relatively new has been established as five times more effective than bleach. Harpic Fresh: It is addressed towards customers who place a higher value to fragrance. Harpic Lime scale Remover: This particular product is targeted more towards the customers who place higher emphasis on the removal of limescales while selecting toilet cleaners. Harpic Bleach: it is targeted towards customers who prefer bleach. Besides its range of liquid toilet cleaners, Harpic also realizes that due to the value migration, some customers may not prefer liquid cleaners....
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