Unilever Bangladesh Launches New Wheel variant: Wheel Lemon & Jasmine
Wheel Washing Powder in Bangladesh has introduced a new variant - Wheel Lemon & Jasmine.
Wheel Washing Powder in Bangladesh has introduced a new variant - Wheel Lemon & Jasmine. This is a step on further strengthening Wheel’s positioning and serves multiple strategic purposes both in the longer and shorter terms. In shorter term, this variant would enable UBL toregain lost share from competitionand manage Cost Inflation by offering new benefit to the consumers – the ‘Wheel’ standard Clean in a Jasmine perfume, differentiated from the core – thus, mitigating the dependency on trade incentives.
On the Longer horizon, this variant would occupy the Fragrance space and strengthen the portfolio. Unilever Bangladesh has a strong 3 brand portfolio with sharply differentiated offering playing across the Piano and Fragrance is the most prominent driver of brand choice among mass market users in South Asia. For ‘Wheel’ – with a superior product, the fragrance variant should act as a driver for additional sales and market share, occupy the “Fragrance” space and block possible competitive entry in future.
The launch was supported through an IBC campaign specially developed for Bangladesh. The launch TVC was supported by pop-ups to create Top of mind awareness among the consumers while innovative press and radio communication were also in place to support the launch. Half of the front page in all the Major Regional dailies was booked for the press ads to create buzz about the brand while wall paintings around the country ensured nationwide visibility for the brand.
While all these activities were carried out to create awareness and excitement among consumers, Unilever Bangladesh organized nationwide launch briefings for Sales Officers to create awareness and excitement amongst them as well. The events took place during April 15-20 in all the launch locations. In terms of incentivizing Trade, POSMs were ensured while Bengali New Year calendar was also provided to the retailers.