Monday, February 20, 2006

Iodex : Ooh Aaah Ouch

Brand : Iodex
Company : Smithkline Beecham
Agency : Enterprise Nexus

Iodex is a classic example of a generic brand being dumped by consumers because it did not change with changing consumer expectation. Another classic case of marketing Myopia. A brand which once commanded 70% market share is now languishing at 20%. Moov have moved Iodex from the first place.

How can this happen to a brand owned by a gaint like Glaxo commanding a market share in excess of 50% suddenly become a laggard?

Iodex like Chetak, Robin, did not change with times rather these brands were resistant to change. May be blinded by the success of the brand, the managers did not care what a smaller company named Paras was doing.In the 400 crore pain and rub market, Iodex have left the position of a leader to a follower. David have humbled a Goliath.

Iodex although a quality product had certain shortcomings
1. Greasy
2. Bad smell
3. Unattractive packaging
Moov looked at that shortcomings and projected itself as a product which is white, nice smelling and no greasy. Iodex could have retaliated with a white version but did that only after the battle is over. Too late.

Iodex have a great legacy, a history of 86 years but all lost because company thought about themselves as invincible. The campaigns were good and the brand was accepted by the consumers.But that never means that customers will stay with you for life.
ooh aah ouch...