Margo is a brand which never changed with the customer i.e., Margo failed in understanding the changing customer preferences. The herbal base of the product had been major deterrent. Over the years Margo lost its appeal because it failed to attract users from the next generation who incidentally were flooded with an array of new beauty soaps. Margo failed to identify the changing dynamics of the Indian customers, with more and more brands unfolding before the customer. Herbal was equated with tradition and considered outdated
Improper Positioning Margo was becoming a niche brand. Then Margo was positioned as “complete skin care soap” When market became fragmented with lot of products positioning at different attributes, Margo was side-lined …show more content…
This was the major reason why this brand failed
No change in FAB and lesser variants Margo was replaced by its competitive brands as it lacked fragrance, shape, and lather content, and medicinal herbs Hamam changed the shape and design, has better moisturizing ability and was successful in positioning them as herbal soap from a family soap. Margo, on the other hand failed in their positioning as trendy because they did not change the FAB of the soap accordingly. Margo had tried to bring their image as a trendy soap by coming up with ads of young girls using the soap. They even had Genelia D’Souza, a famous celebrity figure in India to popularize their brand image among youth. However, even when using Genelia the FAB of the soap (even shape, colour and packaging remained same) remained same. They failed to position the soap effectively as a trendy soap as the soap still looked the same as the earlier …show more content…
So, a repositioning and revival of Margo was possible. But, the owner of the brand, Calcutta Chemicals failed to change the traditional theme into a trendy one, which other new coming competitive brands boldly used. But later when the ownership of the brand was handed over to Henkel Spic, they gave the brand a facelift. Henkel gave it a new look, a milder fragrance and comparatively more lather. Thus Margo was no longer a medicinal soap. Henkel positioned it as a regular soap, but this only helped in low revival of Margo in the
Improper Positioning Margo was becoming a niche brand. Then Margo was positioned as “complete skin care soap” When market became fragmented with lot of products positioning at different attributes, Margo was side-lined …show more content…
This was the major reason why this brand failed
No change in FAB and lesser variants Margo was replaced by its competitive brands as it lacked fragrance, shape, and lather content, and medicinal herbs Hamam changed the shape and design, has better moisturizing ability and was successful in positioning them as herbal soap from a family soap. Margo, on the other hand failed in their positioning as trendy because they did not change the FAB of the soap accordingly. Margo had tried to bring their image as a trendy soap by coming up with ads of young girls using the soap. They even had Genelia D’Souza, a famous celebrity figure in India to popularize their brand image among youth. However, even when using Genelia the FAB of the soap (even shape, colour and packaging remained same) remained same. They failed to position the soap effectively as a trendy soap as the soap still looked the same as the earlier …show more content…
So, a repositioning and revival of Margo was possible. But, the owner of the brand, Calcutta Chemicals failed to change the traditional theme into a trendy one, which other new coming competitive brands boldly used. But later when the ownership of the brand was handed over to Henkel Spic, they gave the brand a facelift. Henkel gave it a new look, a milder fragrance and comparatively more lather. Thus Margo was no longer a medicinal soap. Henkel positioned it as a regular soap, but this only helped in low revival of Margo in the