Ten companies that launched their product online before offline
Launching products online helps to connect better with the millennials, who are the biggest consumer segment currently. It also helps in creating a unique and cool brand identity for the product as it is not introduced to the general public via Television Commercials. This also help in gauging the customer responses at an early stage itself, thereby helping in making modifications in products and strategies before the main launch. Some of the products which were exclusively launched online are given below
- In August 2016, Mondelez India Foods Private Limited launched Cadbury Dairy Milk Marvellous Creations exclusively on Amazon India before making the product available across all major urban and rural retailers
- Britannia Industries, earlier this month, exclusively tied-up with Amazon for the launch of its latest product Good Day Chunkies, a super-premium chocolate chip cookie.
- Marico ‘pre-launched’ its hair wax Set Wet through the e-commerce route almost four to six weeks ahead of formally launching the product in the general and modern trade,
- OnePlus, a Shenzen based smartphone brand, was first introduced in December 2014 in India has gone ahead to become one of the most popular handset brands across the country. It was launched online without spending on TV or print advertising.
- Hindustan Unilever relaunched their once popular hair grooming brand Brylcreem on Amazon as an Amazon Exclusive range in June 2018. The range of products include beard oil, beard wash, balm, hair cream, and gels under the Brylcreem brand, co-developed with Amazon. According to Amazon India’s Vice President Mr. Manoj Tiwary, Brylcreem’s range speak to young, digitaly savvy Indians who seeking for products that define them. Though this move, HUL is looking to compete with the major players in this segment, Mario and Emami who holds majority of the offline market.
- Samsung launched Family Hub, its flagship restaurant brand enabled with IoT and other features, exclusively on Amazon on Samsung Shop. The launch was in June 2018 and Family Hub is launched as Samsung’s foot forward in the Smart Home market where Google Home and Alexa are leading.
- Nokia launched its smartphone models Nokia 6 and 6.1 online on Flipkart and Nokia Online Store. They received great response from the customers for the launch with over one million registrations and the phone went out of stock within a few minutes of the launch.
- Harman International launched an online store for JBL products in August 2018. The store was inaugurated with the launch of two products, JBL Go + Bluetooth speaker and JBL T205BT headphone. JBL is the most popular audio brand in India and around 50% of their revenue came from online sales.
- Nestle India partnered with Flipkart for the launch of their new flavor of Maggi Noodles, ‘Special Masala’. These products are focused on the flavors of India and consists of 20 spices grounded and roasted to perfection. It was available for pre-booking on August 21st 2018 and available to buy from Flipkart form August 25th to 30th post which it will be available on offline stores. This launch ensured that Maggi which is an FMCG good doesn’t miss out on the perks of the digital space.
- Xiaomi Mi TV was launched and sold exclusively through Flipkart. They had introduced three models and within six months of their operation in India, they sold over half a million units. To increase the buying experience and to cater to the offline market as well, they are expanding to 500 offline stores across 9 cities in India.