Roll-out of word of mouth advocacy program; Reckitt Benckiser

Abstract

For FMCG products, the trials are generally initiated due to referrals by friends, family etc. or due to need. Once trial is initiated and consumer is convinced about the product, the product forms the part of the shopping basket. Vanish, the stain remover is the market leader all over the world including India, but the total market penetrated is very small in India. The world market of the detergent additive is 25% market of detergent, however the Indian market is only 5% of detergent market. There is a market potential as big as 400% of current penetrated market. So there is huge market potential that could be tapped. So we designed two programs based on word of mouth advocacy to spread awareness and induce trials.