What are some recent
consumer behavior trends that are influencing the industry?
Within the Household and Personal Products industry
consumer trends are a reflection of the occurrences of today. For example, the
new health conscious consumers are demanding natural and organic products.
Another trend, maybe the most obvious, is the use of social media. The leading
companies in this industry are putting more money into their marketing
strategies or meet these new consumer trends.
Avon, Colgate-Palmolive, Proctor and Gamble, Unilever,
and more are among Advertising Age list of Top 100 global marketing companies.
Listed below in the chart are companies in this industry’s spending on
advertising as of 2009.
|
Rank
|
Company
|
Media
Spending 2009
|
|
1
|
Procter
and Gamble
|
$8,678.60
|
|
2
|
Unilever
|
$6,033.20
|
|
3
|
L’Oreal
|
$4,559.90
|
|
8
|
Johnson
& Johnson
|
$2,250.80
|
|
38
|
Colgate-Palmolive
Co.
|
$887.30
|
|
63
|
Clorox
Co.
|
$515.40
|
|
85
|
Kimberly-Clark
Corp.
|
$359.20
|
|
100
|
Avon
Products
|
$249.80
|
L’Oreal
L’Oreal’s most successful marketing strategy is
proving on-site and online activations. At the 2011 Toronto International Film
Festival L’Oreal set this plan into action. They provided on-site make-up
application tutorials, broadcast videos during the show, and set up stands to
sell products. Additionally, L’Oreal is turning to social media to reach out to
its consumers. On their Facebook page L’Oreal frequently post videos of
products and how they can be used to get the new red carpet looks consumers are
looking for. Also, several contests are advertised on their Facebook, offering
many prices and incentives for customers. L’Oreal is meeting the trends of
social media use and increased instruction in using their products.
P&G
Procter and Gamble are focusing on the chemistry
aspect of their products to market to those favoring natural items. Tom Nelson,
director of P&G Chemicals, stated that with the recovery from the recession
things have changed that make their products higher in quality. These changes
include: further optimizing fatty alcohol network, creating new uses and
application for alcohol co-products, optimizing tertiary amine supply,
expanding development of sustainable formulations, and stay ahead of regulatory
compliances. P&G is devoted to creating high quality products to meet the
consumer trend of natural and organic products.
Since it is 2012, 2009 data is considered old, beware of this in your paper.
ReplyDeleteI feel like you really evoke the power the media has over consumers, and consumer decisions. I like how you post the media data, it makes your argument more impacting.
ReplyDelete