In one of my earlier posts I had severely criticized the positioning and differentiating strategy of Power brand from RKN group. 'Nature Power " is the company's brand in the bathing soap segment. The brand is now running its promotional campaign in the visual media. It is interesting to see the evolution of marketing strategy of such small brands. Like the brand Dyna ( from Anchor) 'Nature Power ' also has identified its core differentiation strategy. The differentiator is same as that of Dyna - the TFM content. ' Nature Power" soap boasts about 76% TFM content and is positioning itself as 'best soap' in the category.
The brand in its campaign has used Miss India Niharika Singh as the model.