Posted in Marketing and Strategy Terms, Total Reads: 624
Definition: Generic Appeal
It is promoting the product category as a whole rather than a specific brand. This is done to increase the consumption of the product first so that a continuous volume can be produced to be sold. Only after there is considerable consumption of the product the brands are promoted.
This is a common strategy when companies promote their products in rural areas. They start with promoting the use of the product irrespective of the brand they purchase. For example HUL through its Shakti Amma campaign started first by making women agents educate others on the usage of detergents, soaps, shampoos etc. Once the demand was created they pushed their own brand with these women agents. Thus they were able to create a sustainable business in rural areas.
Amul also has an advertisement for the benefits of milk. Through this ad Amul wants to increase the consumption of milk across all age groups. In this advertisement Amul endorses the use of milk much more than it does its own branding.
NECC does the same generic appeal through the advertisement which shows the benefits of eggs. It promotes daily consumption of eggs irrespective of the day of the week. Through this it wants to increase the consumption of eggs which will result in more sales of eggs.