>>Q& A with jay liwanag, persil brand manager
The Persil marketing team at Lever Fabergé has to work hard to keep a tight grip on the brand’s 30% share of the laundry market.
Persil brand manager Jay Liwanag says that Persil has earned its market-leading stripes through the product’s effectiveness and, although his team relies on the ‘whiteness’ message, innovation is also important.
“A key factor of the success of Persil is its heritage around whiteness,” explains Liwanag.
“We continue to drive the success through innovation, as seen earlier this year with the introduction of a new effective formulation for Persil capsules and tablets, which has proved hugely successful.”
He adds that his team, which has six members, is always looking at new ways to improve the brand and the way in which it is marketed - and that there are plans in the pipeline to take the brand further.
They have just launched the third art and craft campaign for schools. Persil claims that 27,000 schools have already registered for the scheme, and is hoping to build on this by extending token redemption to individual households. The team says it is helping children’s creativity, which is
about making a bit of a mess. Presumably, detergent sales are also helped when it comes to cleaning up that creativity.
Liwanag believes in the importance of teamwork not just within Lever Fabergé, but also with customers.
“The main wash market is currently worth £870m and it is essential that manufacturers work closely with retailers to get the most from the category,” he says.
“We are currently working with our retail partners and sharing shopper insight; we’re not just looking at how people do their washing but also at the way they shop. This enables us to work with retailers to make shopping the laundry category an easier process.”
sponsoring kids to be creative helps promote cleaning
The Persil marketing team at Lever Fabergé has to work hard to keep a tight grip on the brand’s 30% share of the laundry market.
Persil brand manager Jay Liwanag says that Persil has earned its market-leading stripes through the product’s effectiveness and, although his team relies on the ‘whiteness’ message, innovation is also important.
“A key factor of the success of Persil is its heritage around whiteness,” explains Liwanag.
“We continue to drive the success through innovation, as seen earlier this year with the introduction of a new effective formulation for Persil capsules and tablets, which has proved hugely successful.”
He adds that his team, which has six members, is always looking at new ways to improve the brand and the way in which it is marketed - and that there are plans in the pipeline to take the brand further.
They have just launched the third art and craft campaign for schools. Persil claims that 27,000 schools have already registered for the scheme, and is hoping to build on this by extending token redemption to individual households. The team says it is helping children’s creativity, which is
about making a bit of a mess. Presumably, detergent sales are also helped when it comes to cleaning up that creativity.
Liwanag believes in the importance of teamwork not just within Lever Fabergé, but also with customers.
“The main wash market is currently worth £870m and it is essential that manufacturers work closely with retailers to get the most from the category,” he says.
“We are currently working with our retail partners and sharing shopper insight; we’re not just looking at how people do their washing but also at the way they shop. This enables us to work with retailers to make shopping the laundry category an easier process.”
sponsoring kids to be creative helps promote cleaning
No comments yet