From baby soft to romance

Brand marketing by life stage

Fabric softeners offer a great example of brand marketing by life stage. Brands seek to leverage the new baby as a key life changing moment impacting purchase priorities for Mums and simultaneously delivering the softness message. Downy Baby Gentle from Procter and Gamble Vietnam is a new variant launched in March 2016.

The new TV advertisement above has been accompanied by in store activities such as the baby race shown below.

brand marketing by life stage

P&G have sought to move beyond the new baby life stage into romance.  The reality is that most Vietnamese newly married couples conceive within six months of their wedding. Downy Romance seeks to preempt the baby and the competition from Unilever’s Comfort and win consumer hearts (literally) at an earlier life stage.

brand marketing by life stage

That said we do hope that not too many men sought to secure their lover’s heart with this gift on woman’s day.

brand marketing by life stage

More hot consumer market research trends Vietnam Asia

Cimigo, a market research agency Vietnam, Asia presents the latest consumer trends.

Richard Burrage
Richard Burrage twenty five years of experience in market research and strategic consulting. Richard has worked across Asia Pacific consulting across a range of industries and business issues. Richard has spent the last twenty years in Asia assisting in the development and building of numerous brands to achieve leadership positions. Richard is a UK national and resides in HCMC with his Vietnamese wife and their three children. Richard is the Managing Partner of Cimigo:
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