Thursday, February 01, 2007

Scotch Brite : Makes Cleaning Fast and Easy

Brand : Scotch Brite
Company: 3M
Agency: Grey

Brand Count: 194

Scotch Brite is an interesting brand from a very interesting company. Scotch Brite is a niche product created by Minnesota Mining and Manufacturing Co ( 3M). The brand which was born in 1958 was launched in India in 1990 .
Scotch Brite is a Scrub which is used to clean the kitchen utensils.The product comes under the Kitchen Tools market which is estimated to be around Rs 30 crore.3M has around 2000 products in India across diverse industries and application.
Scotch Brite was the result of an effort to produce a non woven fabric. Later the technology was spun off to produce scrubs and other related products.In 1958 Scotch Brite was launched as a consumer product.

3M is considered as one of the world's best innovative companies. 3M has a corporate goal which states that 30% of its sales should come from products less than 5 year old. Further 10% of the sales should come from products that are less than a year old. The innovationsof the company are so relevant that one third of world's population is either using or has used a 3M product.Most of 3M products are complex to make and simple for the customers to use. 3M is best known in the consumer space for its Post-it notes.

Scotch Brite is one such innovation which is a simple product : a Scrubber.The brand has been slowly penetrating into Indian Kitchen. The brand is targeting SEC A and SEC B households.The brand faces competition not from any established brands. I can say that this brand face no brand competition. But the competition is from the traditional methods of cleaning the utensils.Although the home makers are discerning customers for most of the products , in the case of the kitchen tools, the home makers do not think much. Most of the households use either cloths or plastic and nylon scrubs or steel scrubs with the dishwash bar to clean the utensils. In rural households , coconut fibre is used as the scrub.
Another challenge that the brand face is the fact that in urban households ( SEC A) , 60% of the cleaning activity is performed by the housemaids rather than the home maker. So the challenge is to get the housemaid to use the brand rather than the traditional ones. 3M has countered this problem true to its innovative nature. In 2006, the company undertook a massive campaign targeted at the housemaids. In Pune, it organized a march by housemaids ( walkathlon) and they took the pledge to keep the houses clean ( using Scotch Brite of course). Reports suggest that the campaign was successful. The company also conducted a 10 day training program for housemaids and rewarding them with goodies for participating. This is a proof that the brand realises the impact of " Primary Users" in making the brand successful.The whole campaign is expected to be rolled out nationally , if the initiative results in positive sales.

The company is aiming to create a market rather than looking at market share. The market for such scrubs are in the emergence stage. Hence the primary aim for the brand promotion is to create awareness about the product and its attributes.More emphasis is being put on below the line activities rather than other promotions. The promotion is aimed at highlighting the hygiene factor in using Scotch Brite.
As a consumer I still feel that the brand is not user friendly in the sense that since Scotch Brite is small in size, it often slips from the hand ( When I tried using it).Hence something like a small strap will help in a better grip for the product ( just a suggestion !).
Scotch Brite is a classic case of Customer centric Innovation.

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Source:magindia,3mwebsite,businessline,indiafirstfoundation.org,agencyfaqs