Saturday, May 03, 2008

Brand Update : Margo

Margo is set for a new life. The India's heritage brand is getting a brand ambassador in Rani Mukharjee. According to news reports, the Bollywood diva is set to breathe a fresh air into this brand.
In my blogpost on Margo two years back, I had recommended some heavy duty celebrity endorsement for the brand. Glad that it is happening .

Margo, which was in existence even in 1920s , derives its strength in the neem formula. But over these years, the brand failed to keep itself relevant to the changing consumers. But still the brand is popular in West Bengal and Tamilnadu.

The brand is now not in the radar of the new generation . The endorsement of Rani will increase the brand recognition among the target audience. According to reports, Margo is not changing its formulation and is being positioned on the Neem attribute.

But the brand may have to work on the fragrance. Without losing the neem essence, the brand may have to make the fragrance more attractive to the new consumers. The ads for Margo is yet to be aired , so I am not sure about the new positioning of this soap.
There is a silver lining for this brand. The soap market in India is increasingly cluttered and consumers to an extent is overloaded with new attributes and variants. In such a case, the common tendency of consumers is to look for a simple easy solution. Margo with its neem attribute can very well take that space.

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Image courtesy : Sify