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Smart offerings, smart choices

Rahmatia Ramadhani
Senior Account Executive
Kantar Worldpanel

It is a disruptive time for FMCG, as people increasingly allocate their spending to sectors other than consumer goods. Detergent is one of the staple categories that has seen a shift in purchase behavior. Every Indonesian household buys detergent to wash their clothes. However, in the context of making smarter choices, many have become more selective in their choice of brand. The result is that they are buying fewer brands over the course of a year; an average of four brands this year, down from five last year. Yet Wings, the giant local manufacturer in home care, has managed to grow, despite the odds, through its brand So Klin.

So Klin’s recipe for growth is a combination of two things. Firstly, So Klin products are sold at an affordable price, below the average for the laundry market. They are available in pack sizes that help consumers manage their cash outlay (IDR5,000 for a polybag and IDR500 for a sachet). Secondly and more importantly, it rides on the fragrance trend in laundry, through strong cues on its packaging with various flowery visuals. In this way, So Klin has created a “value for money” positioning, beyond merely being affordable.