Specialised products successful among detergents

Those who buy detergents make a strong distinction between cheap and expensive products. Those who look for premium quality buy Ariel and Persil. In the medium price category, we find the Tide and Biopon brands; here producers emphasize special washing efficiency in their communication strategy. Price-sensitive buyers choose Bonux and Tomi; messages focus on a good price-value ratio in this category. Consumers tend to be more willing to use liquid detergents, especially for coloured or dark clothes. According to Viktória Kürti, DunaPro Zrt.’s brand manager, the key players are the same in both the bleach and stain remover categories. Consumer habits changed because of the recession, people look for the best prices and not the best products. As for packaging units, consumers prefer more economical 2- and 4-litre versions. Among bleaches, promotions and new products improve sales, consequently DunaPro promoted the introduction of its chlorine-free Clorox Color stain remover with an SMS prize game campaign that was really successful. In 2009, they introduce two new products, Clorox Erdei Frissesség is a new scent variant in the bleach product group which helps to neutralise unpleasant odours, while Fehérítő Gél is a real innovation among bleaches, a bleaching gel that does not sprinkle. In cooperation with the Hungarian Maltese Charity Service, Vanish continues to undertake corporate social responsibility by collecting clothes for those in need. This year’s campaign lasts from June until September, and in July the charity also receives HUF 10 after every Vanish product sold. Vanish also donated HUF 5 million to modernise the charity service’s laundry in Veszprém. Cora, Tesco and Auchan are partners to this year’s “Unstained donation” campaign. Softener buyers require products to make clothes softer and to give them a longlasting scent. In addition to traditional scents, aroma therapy versions are gaining popularity. Sensitive softeners for babies or for those with a sensitive skin are also available. POS activities are of key importance in this sub-category. Multipack and “more at the same price” campaigns with great brands like Lenor, Silan and Coccolino are very popular. According to Nóra Tremmel, Spotless Hungary’s marketing manager, the company has a 75 percent share in the laundry sheets category. This category improved by one third in the past year, due to the Spotless Színfogó activities. Laundry sheet sales are boosted by an increasing level of environmental consciousness, since they are 100 percent natural and contribute to decreasing the number of washings.