Απορρυπαντικά ρούχων: «Πράσινες» φόρμουλες, branding υπευθυνότητας και engaging επικοινωνία

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</div> </div> <div class="custom-col col-67 custom-single-post theiaStickyCol"> <div class="theiaStickySidebar"> <span class="post-date">26/02/20</span> <h1 id="read-top-title">Απορρυπαντικά ρούχων: «Πράσινες» φόρμουλες, branding υπευθυνότητας και engaging επικοινωνία</h1> <div class="small-devices-share"> <div class="share-post"> <span class="share-name">Share: </span> <ul class="share-post-list"> <li><a href="https://www.facebook.com/sharer/sharer.php?u=https://marketingweek.gr/aporrypantika-rouchon-prasines-formoules-branding-ypefthynotitas-ke-engaging-epikinonia/" target="_blank"><i class="fa fa-facebook" aria-hidden="true"></i></a></li> <li><a href="https://twitter.com/intent/tweet?url=https://marketingweek.gr/aporrypantika-rouchon-prasines-formoules-branding-ypefthynotitas-ke-engaging-epikinonia/" target="_blank"><i class="fa fa-twitter" aria-hidden="true"></i></a></li> <li><a href="https://www.linkedin.com/shareArticle?mini=true&url=https://marketingweek.gr/aporrypantika-rouchon-prasines-formoules-branding-ypefthynotitas-ke-engaging-epikinonia/" target="_blank"><i class="fa fa-linkedin" aria-hidden="true"></i></a></li> </ul> </div> </div> <p class="author-name">Από Κατερίνα Νικολοπούλου</p> <div class="post-featured-image"><img width="1100" height="585" src="https://marketingweek.gr/wp-content/uploads/2020/02/mw1582_aporrypantika_rouxon.jpg" class="attachment-full size-full wp-post-image" alt="" decoding="async" fetchpriority="high" srcset="https://marketingweek.gr/wp-content/uploads/2020/02/mw1582_aporrypantika_rouxon.jpg 1100w, https://marketingweek.gr/wp-content/uploads/2020/02/mw1582_aporrypantika_rouxon-300x160.jpg 300w, https://marketingweek.gr/wp-content/uploads/2020/02/mw1582_aporrypantika_rouxon-768x408.jpg 768w, https://marketingweek.gr/wp-content/uploads/2020/02/mw1582_aporrypantika_rouxon-1024x545.jpg 1024w, https://marketingweek.gr/wp-content/uploads/2020/02/mw1582_aporrypantika_rouxon-845x450.jpg 845w, https://marketingweek.gr/wp-content/uploads/2020/02/mw1582_aporrypantika_rouxon-470x250.jpg 470w" sizes="(max-width: 1100px) 100vw, 1100px" /></div> <div class="post-content"> <p class="post-excerpt">Καινοτομία σε συνθέσεις και επικοινωνία χαρακτηρίζει την κατηγορία απορρυπαντικών ρούχων, με τα brands να υιοθετούν έναν περιβαλλοντικά υπεύθυνο χαρακτήρα, κοινωνικό προφίλ, αλλά και τον ρόλο να εκπαιδεύσουν το καταναλωτικό κοινό.</p><div class="inline-article-ad"><div class="marke-inline-placement" id="marke-732016969"> <div id='div-gpt-ad-1656491977556-0' style='min-width: 300px; min-height: 90px;'> <script> googletag.cmd.push(function() { googletag.display('div-gpt-ad-1656491977556-0'); }); </script> </div></div></div><p>Καινοτομία σε συνθέσεις και επικοινωνία χαρακτηρίζει την κατηγορία απορρυπαντικών ρούχων, με τα brands να υιοθετούν έναν περιβαλλοντικά υπεύθυνο χαρακτήρα, κοινωνικό προφίλ, αλλά και τον ρόλο να εκπαιδεύσουν το καταναλωτικό κοινό.</p> <p>Σε τροχιά διεύρυνσης βρίσκεται η παγκόσμια αγορά απορρυπαντικών ρούχων, η οποία, σύμφωνα με τις προβλέψεις της Mordor Intelligence, αναμένεται να καταγράψει μέσο ετήσιο ρυθμό ανάπτυξης της τάξης του 2,88%. Η διάχυση της ενημέρωσης για τη σημασία τήρησης υψηλών standards υγιεινής, αλλά και η στροφή προς ασφαλείς για τον οργανισμό και το περιβάλλον συνθέσεις, δίνουν ώθηση στην κατηγορία διεθνώς, με τις πιο οικολογικές συνθέσεις να οδηγούν την κούρσα.</p> <p>Όσον αφορά την ελληνική αγορά, οι μάρκες επενδύουν σε R&D με άξονες την αξιοπιστία, την αποτελεσματικότητα και τη μείωση του περιβαλλοντικού τους αποτυπώματος. Αξιοσημείωτη είναι και η δραστηριότητά τους όσον αφορά την ενημέρωση των καταναλωτών μέσα από engaging περιεχόμενο, αλλά και η εδραίωση χαρακτήρα εταιρικής υπευθυνότητας, αναλαμβάνοντας συστηματικά κοινωνικές πρωτοβουλίες.</p> <p><strong>ΜΙΚΤΗ Η ΕΙΚΟΝΑ ΣΤΗΝ ΕΛΛΑΔΑ</strong><br /> Σημαντική διαφοροποίηση παρατηρείται στην εγχώρια αγορά απορρυπαντικών ρούχων, ανάμεσα στα επώνυμα προϊόντα και τα προϊόντα ιδιωτικής ετικέτας. Διαφορές σημειώνονται και μεταξύ των επιμέρους υποκατηγοριών, διαμορφώνοντας έτσι μια σύνθετη εικόνα. Η Βάσω Μωραϊτέλη, Client Service Executive της IRI, παραθέτει τα δεδομένα: «Τα τελευταία στοιχεία με κλείσιμο Δεκεμβρίου 2019 δείχνουν πως η κατηγορία των απορρυπαντικών ρούχων σημειώνει πτώση σε αξία και σε όγκο κατά 1%. Τα προϊόντα ιδιωτικής ετικέτας σημειώνουν άνοδο της τάξης του 1% σε αξία και σε όγκο κατά 10%. Η κατηγορία των απορρυπαντικών ρούχων στο χέρι είναι ανοδική σε αξία και αρνητική σε όγκο.</p> <p>Ειδικότερα, προκύπτει άνοδος της τάξης του 2% για την αξία και πτώση για τον όγκο των πωλήσεων κατά 11%. Σημαντική μείωση σημειώνουν τα προϊόντα ιδιωτικής ετικέτας κατά 10% σε αξία πωλήσεων και σε όρους όγκου κατά 12%. Η κατηγορία των μαλακτικών ρούχων είναι σταθερή σε αξία και πτωτική σε όγκο κατά 4%, ενώ η κατηγορία των ενισχυτικών πλυσίματος σημειώνει άνοδο σε αξία κατά 2% και άνοδο σε όγκο κατά 37%.</p> <p>Η κατηγορία των απορρυπαντικών για ευαίσθητα ρούχα για το ίδιο διάστημα είναι ανοδική 2% σε όρους αξίας, ενώ σε όγκο είναι ανοδική κατά 1%. Τα προϊόντα ιδιωτικής ετικέτας σημειώνουν πτώση κατά 24% σε αξία και κατά 29% σε όγκο. Η κατηγορία των βρεφικών απορρυπαντικών είναι σταθερή σε όρους όγκου και σε αξία ανοδική κατά 1%. Τα προϊόντα ιδιωτικής ετικέτας είναι πτωτικά κατά 37% σε αξία και κατά 34% σε όγκο».</p><div class="inline-article-ad"><div class="marke-inline-placement-2" id="marke-1814648700"> <div id='div-gpt-ad-1656491982762-0' style='min-width: 300px; min-height: 90px;'> <script> googletag.cmd.push(function() { googletag.display('div-gpt-ad-1656491982762-0'); }); </script> </div></div></div> <p><strong>ΥΓΙΕΙΝΗ ΚΑΙ ΑΣΦΑΛΕΙΑ</strong><br /> Τα νέα λανσαρίσματα ακολουθούν τις τάσεις για υγιεινή και αποτελεσματική προστασία από τα μικρόβια, καθώς και για εξειδικευμένες συνθέσεις, με ψηλά ποσοστά φυσικότητας, που σέβονται τον οργανισμό και το φυσικό περιβάλλον. Σε αυτό το πλαίσιο, η Εύρηκα λάνσαρε το υγρό απορρυπαντικό και το μαλακτικό Εύρηκα newborn που προτείνονται για ρούχα νεογέννητων, με >94% φυσικά και φυτικής προέλευσης συστατικά.</p> <p>Το Εύρηκα newborn υγρό απορρυπαντικό είναι κατάλληλο για τα ρούχα όλης της οικογένειας, προστατεύει τα ρούχα από τη φθορά, ενώ παράλληλα αφαιρεί ακόμα και τους πιο δύσκολους λεκέδες. Το Εύρηκα newborn μαλακτικό φροντίζει τα ρούχα προσφέροντας εύκολο σιδέρωμα, ενώ τα διατηρεί απαλά και αφράτα. Και τα 2 προϊόντα είναι υποαλλεργικά και δερματολογικά ελεγμένα, χωρίς προσθήκη χρωστικών, φωσφορικών, σιλικόνης και nitro-musks.</p> <p>Στην ασφαλή αποτελεσματικότητα δίνει έμφαση και η Bolton Hellas, προτείνοντας ένα νέο απορρυπαντικό με υποαλλεργική σύνθεση για τα ρούχα όλης της οικογένειας. Το υγρό απορρυπαντικό Omino Bianco Sensitive για 40 πλύσεις διαθέτει υποαλλεργική σύνθεση με 0% χρωστικά, 0% αλλεργιογόνα και 100% φυσικό σαπούνι. Υπόσχεται τέλεια καθαριότητα για λευκά και χρωματιστά ρούχα, αφήνοντας ένα ευχάριστο άρωμα φρεσκάδας, ενώ παράλληλα σέβεται τα υφάσματα.</p> <p>Στις νέες αφίξεις, αξιοσημείωτη είναι η είσοδος του brand Klinex στα απορρυπαντικά πλυντηρίου ρούχων, σηματοδοτώντας έτσι το brand extension από πλευράς Unilever. H σειρά περιλαμβάνει τα Klinex Original και Klinex Fresh, Clean, χωρίς ενεργό χλώριο, υγρά και σε σκόνη και τη χλωρίνη Klinex Advance Regular και Klinex Advance Fresh, η οποία τοποθετείται ως η μόνη εξειδικευμένη χλωρίνη για χρήση στο πλυντήριο ρούχων.</p> <p><strong>ENGAGING ΠΕΡΙΕΧΟΜΕΝΟ</strong><br /> Με στόχο να εδραιώσουν μια σχέση εμπιστοσύνης με τη βάση τους, οι μάρκες της κατηγορίας δημιουργούν χρήσιμο περιεχόμενο που προσθέτει αξία στην επικοινωνία τους με τους καταναλωτές. Υπερβαίνοντας την απλή προβολή προϊόντων, αναπτύσσουν πλατφόρμες που αφορούν ουσιαστικά το κοινό και έχουν συχνά διαδραστικό χαρακτήρα.</p> <p>Προς αυτή την κατεύθυνση, η Εύρηκα εμπλουτίζει το www.eurekababy.gr με πλούσια αρθρογραφία, προκειμένου να ενημερώνει τις νέες και μέλλουσες μαμάδες σχετικά με τις ανάγκες φροντίδας των βρεφικών ρούχων, αλλά και γενικότερες πρακτικές συμβουλές για τα βρέφη.</p> <p>Επίσης, στοχεύοντας στην αναζωογόνηση της κατηγορίας και την προσέγγιση ενός νεαρότερου κοινού, η digital καμπάνια του Εύρηκα Classic είχε και πάλι ως πρωταγωνίστρια τη Λευκή, μια νέα, ανεξάρτητη και δυναμική γυναίκα που δίνει λύσεις μέσω της εκπομπής της «Ο ουρανός με τ’ άσπρα» σε προβλήματα της καθημερινότητας, χρησιμοποιώντας υλικά που διαθέτει στο νοικοκυριό της. Για το 2019 τα videos περιλάμβαναν την καινοτομία του interaction, όπου ο χρήστης είχε τη δυνατότητα να επιλέξει τη συνέχεια της ιστορίας.</p> <p>Εκπαιδευτικό περιεχόμενο προσέφερε στους καταναλωτές και το Persil Black, το οποίο, σε συνεργασία με το κανάλι FOX της συνδρομητικής τηλεόρασης, έδωσε χρήσιμα tips για styling και για τη διατήρηση των σκούρων χρωμάτων στα ρούχα. Μια engaging δράση, χωρίς εκπαιδευτικό περιεχόμενο αυτή τη φορά, πραγματοποίησε και το Neomat, σε συνεργασία με την Cambo.</p> <p>Το «Mama’s Laundry» «έτρεξε» σε Αθήνα, Πάτρα και Θεσσαλονίκη, μέσω του www.mamas-laundry.gr. Η ενέργεια κάλεσε φοιτητές και εργένηδες που δεν έχουν καθόλου χρόνο για μπουγάδα, να τη στείλουν στη μαμά τους με το ποδήλατο του Neomat σε Αθήνα, Πάτρα και Θεσσαλονίκη, φέρνοντας έτσι κοντά μαμάδες με τα «ξενιτεμένα» παιδιά τους.</p> <p><strong>ΕΤΑΙΡΙΚΗ ΠΟΛΙΤΕΙΟΤΗΤΑ</strong><br /> Την ίδια στιγμή, τα brands απορρυπαντικών ρούχων προωθούν μια υπεύθυνη εταιρική στάση, υλοποιώντας στοχευμένες πρωτοβουλίες, με διάρκεια και συνέπεια. Το Dixan προχώρησε σε συνεργασία με τη ΜΚΟ Women On Top, με στόχο την επαγγελματική ενδυνάμωση των γυναικών και την ισότητα στην αγορά εργασίας. Με τη διοργάνωση των Skills Camps, δόθηκε η δυνατότητα σε γυναίκες να ενισχύσουν δεξιότητες που χρειάζονται για την εργασιακή τους ανάπτυξη. Η Ikon Porter Novelli, σε συνεργασία με την BBDO, σχεδίασε και υλοποίησε την επικοινωνία.</p> <p>Το Αriel Pods 3 σε 1 και η P&G, θέλοντας να στηρίξουν τους ανθρώπους που ζουν σε συνθήκες αστεγίας, παρέχουν προϊόντα και υποστήριξη στη λειτουργία της πρώτης Κινητής Μονάδας Πλυντηρίου ρούχων για Άστεγους, Ιthaca Laundry. Στόχος της συνεργασίας ήταν να πλυθούν πάνω από 22 τόνοι ρούχων, σε διάστημα ενός χρόνου, ο οποίος και επετεύχθη, ενώ η δράση συνεχίζεται.</p> <p><strong>ΜΟΧΛΟΙ ΑΝΑΠΤΥΞΗΣ ΤΗΣ ΔΙΕΘΝΟΥΣ ΑΓΟΡΑΣ ΑΠΟΡΡΥΠΑΝΤΙΚΩΝ ΡΟΥΧΩΝ</strong><br /> – Άνοδος της τουριστικής βιομηχανίας (ξενοδοχεία, εστιατόρια)<br /> – «Πράσινες» φόρμουλες με βιοδιασπώμενα και φυσικά συστατικά<br /> – Αύξηση των ηλεκτρονικών πωλήσεων στην κατηγορία<br /> – Απορρυπαντικά ρούχων με αρωματικές συνθέσεις<br /> <em><strong>Πηγή: www.mordorintelligence.com</strong></em></p> <p><strong>TO TWITTER ΚΥΡΙΑΡΧΕΙ ΣΤΙΣ ONLINE ΑΝΑΦΟΡΕΣ</strong><br /> Λίγο περισσότερες από 2.500 αναφορές καταγράφηκαν για τα brands Ariel, Dixan, Neomat, Omo, Planet, Skip και Εύρηκα, το χρονικό διάστημα Αύγουστος 2019-Ιανουάριος 2020. Οι περισσότερες δημοσιεύσεις αφορούν το Skip με μερίδιο δημοσιότητας 40% και ακολουθούν το Ariel (29%) και Dixan (14%). Το Omo βρέθηκε στην τέταρτη θέση (7%), το Planet κατέλαβε μερίδιο δημοσιότητας 4% και έπονται Neomat (3%) και Εύρηκα (2%).</p> <p>Συντριπτικό το ποσοστό του Twitter, καθώς ξεπερνάει το 90%, ενώ οι υπόλοιπες αναφορές έχουν γίνει σε sites και blogs (8%) με το YouTube και τα forums να μοιράζονται το υπόλοιπο 2%. Οι λέξεις, που αναφέρθηκαν συχνότερα μαζί με τα παραπάνω brands είναι: πλυντήριο, μεζούρες και κατασκευαστές. Ειδικά η λέξη «κατασκευαστές» αφορά το σλόγκαν του Skip «20 κατασκευαστές πλυντηρίων συνιστούν Skip», το οποίο εξακολουθεί να χρησιμοποιείται σε πολλά χιουμοριστικά tweets. Όλα τα στοιχεία έχουν συγκεντρωθεί και αναλυθεί με το Monitor by Innews (http://innews.gr) για λογαριασμό του Marketing Week. Το Monitor είναι μια ηλεκτρονική πλατφόρμα αποδελτίωσης, καταγραφής και αξιολόγησης δημοσιευμάτων, από έντυπα (εφημερίδες, περιοδικά), διαδίκτυο (ειδησεογραφικά sites, blogs, forums) και έλληνες χρήστες social media.</p> <p><strong>ΔΥΝΑΜΙΚΟΤΕΡΕΣ ΤΑΣΕΙΣ: ΠΕΡΙΒΑΛΛΟΝΤΙΚΗ ΥΠΕΥΘΥΝΟΤΗΤΑ ΚΑΙ ΤΑΧΥΤΗΤΑ</strong><br /> Τα σημαντικότερα trends στην αγορά απορρυπαντικών ρούχων μεταφέρει ο Τάσος Λοπατατζίδης, Brand Manager της Εύρηκα, αναλύοντας πώς επηρεάζουν τη στρατηγική στόχευση των brands.<br /> «Δυο είναι τα insights που κυριαρχούν:</p> <p>Η αναζήτηση προϊόντων που είναι πιο φιλικά προς τον άνθρωπο και το περιβάλλον αλλά παράλληλα διατηρούν την αποτελεσματικότητά τους. Η Εύρηκα, πιστή στο να καλύπτει τις ανάγκες των καταναλωτών, λάνσαρε το τελευταίο τρίμηνο του 2019 τα Εύρηκα newborn. Τόσο το υγρό απορρυπαντικό όσο και το μαλακτικό έχουν ιδανική σύνθεση για τη φροντίδα των ρούχων του νεογέννητου βρέφους αφού είναι υποαλλεργικά και δερματολογικά ελεγμένα ενώ περιέχουν >94% φυσικά και φυτικής προέλευσης συστατικά. Είναι κατάλληλα για όλη την οικογένεια ενώ έχουν ήδη “αγκαλιαστεί” και από το καταναλωτικό κοινό που στρέφεται σε προϊόντα για ευαίσθητες επιδερμίδες.</p> <p>Προϊόντα που έχουν υψηλή αποτελεσματικότητα αλλά δρουν σε σύντομο χρόνο. Πολλές φορές μέσα στη μέρα ο χρόνος δεν είναι αρκετός για όλα αυτά που θέλουμε να κάνουμε. Ο σύγχρονος τρόπος ζωής είναι συνηθισμένο να είναι αρκετά πιεστικός και οι καταναλωτές προσπαθούν να βρουν λύσεις και τρόπους, είτε για να διεκπεραιώσουν όσες περισσότερες υποχρεώσεις γίνεται, είτε να “δημιουργήσουν” περισσότερο ελεύθερο χρόνο. Η Eύρηκα το επόμενο χρονικό διάστημα θα κινηθεί προς αυτή την κατεύθυνση, προσφέροντας προϊόντα που καλύπτουν την ανάγκη για αποτελεσματικότητα σε σύντομο χρονικό διάστημα».</p> <p><strong>FOCUS POINTS</strong><br /> – Η παγκόσμια αγορά απορρυπαντικών ρούχων διευρύνεται, με οδηγούς ανάπτυξης τα υψηλότερα standards υγιεινής και τη στροφή σε φυσικότερες συνθέσεις</p> <p>– Η εγχώρια αγορά παρουσιάζει σύνθετη εικόνα, με τα προϊόντα ιδιωτικής ετικέτας να παρουσιάζουν απώλειες στις περισσότερες υποκατηγορίες</p> <p>– Υψηλότερα ποσοστά ανάπτυξης καταγράφει η υποκατηγορία των απορρυπαντικών ρούχων στο χέρι</p> <p>– Εξειδίκευση, αποτελεσματικότητα και φόρμουλες φιλικές προς τον οργανισμό και το περιβάλλον χαρακτηρίζουν τα νέα λανσαρίσματα</p> <p>– Οι μάρκες της κατηγορίας υπερβαίνουν την απλή προβολή προϊόντων και αναπτύσσουν πλατφόρμες με engaging και χρήσιμο περιεχόμενο που προσθέτει αξία στην επικοινωνία</p> <p>– Σε συνεργασία με φορείς, τα brands προωθούν μια υπεύθυνη εταιρική στάση, υλοποιώντας με συνέπεια στοχευμένες πρωτοβουλίες.</p> </div> <span class="cat">CATEGORIES: </span> <a class="cat-title" href="https://marketingweek.gr/category/industry-focus">Industry focus</a> <br><br> <div class="article-topics"> <span class="title">Topics: </span> <a href="https://marketingweek.gr/tag/trends" class="topic"> Trends </a> , <a href="https://marketingweek.gr/tag/%ce%b5%ce%af%ce%b4%ce%b7-%ce%bf%ce%b9%ce%ba%ce%b9%ce%b1%ce%ba%ce%ae%cf%82-%cf%87%cf%81%ce%ae%cf%83%ce%b7%cf%82" class="topic"> Είδη Οικιακής Χρήσης </a> </div> <div data-type="_mgwidget" data-widget-id="1676367"></div> <script>(function(w,q){w[q]=w[q]||[];w[q].push(["_mgc.load"])})(window,"_mgq");</script> <div class="custom-related-posts-by-cats"> <div class="container-fluid no-padding"> <div class="row single-post-more"> <span class="category-title">Industry focus</span> <div class="col-sm-4 col-md-4"> <div class="custom-post"> <a href="https://marketingweek.gr/?p=188310" class="latest-post-image" 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