The term marketing refers to identification and anticipation of consumer needs and wants and then satisfying them in a profitable manner. With the increase in globalization and consumer knowledge, marketing has evolved to become a comprehensive field with rapidly changing dynamics and is a key contributor in the success and failure of any business.
The way a marketing strategy of any product is designed depends greatly on whether the commodity is market oriented or product oriented. Detergent falls in the category of Fast Moving Consumer Goods (FMCG) which means it is a highly market oriented product and the commodity operates in a market where consumers have more than adequate knowledge about the product (Kotler & Keller, 2008). Being a highly competitive market, detergent companies have to ensure that their marketing strategy is aggressive enough to promote a strong brand image and generate a strong brand loyalty in order to...
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