Santoor Glycerin is being positioned as a moisturizing and nourishing soap. The launch is in line w
ith the winter season when the skin needs moisturizing. The campaigns are already on air .
Watch the TVC here : Santoor Glycerin
The brand is following the same " Younger Skin " positioning. The new variant is trying to differentiate itself with the Sandal + Glycerin formula where as Pears is a pure glycerin soap. Santoor has also not used either Saif or Madhavan in the campaign for this variant.It is interesting to note that Pears is also using the mother- daughter equation.Santoor Glycerin may not hurt the position of Pears but may create a space for itself .
A normal doubt that arises is whether the launch of this variant will hurt the parent brand . Pears was not successful when it launched some variants ( mint blue) because it was strongly associated with glycerin and also the brand element ( color). But in the case of Santoor, the brand is closely associated with Sandal and turmeric. The new variant also has sandal which is in line with the parent brand. The new variant has all the brand elements of original Santoor. The protagonist is same and interestingly the Color is also the same. Hence there is a better chance of this variant adding value to the original Santoor. The variant gives a chance to the loyal customers to experiment new product within the brand portfolio and also encourage new consumers to the brand.
ith the winter season when the skin needs moisturizing. The campaigns are already on air .Watch the TVC here : Santoor Glycerin
The brand is following the same " Younger Skin " positioning. The new variant is trying to differentiate itself with the Sandal + Glycerin formula where as Pears is a pure glycerin soap. Santoor has also not used either Saif or Madhavan in the campaign for this variant.It is interesting to note that Pears is also using the mother- daughter equation.Santoor Glycerin may not hurt the position of Pears but may create a space for itself .
A normal doubt that arises is whether the launch of this variant will hurt the parent brand . Pears was not successful when it launched some variants ( mint blue) because it was strongly associated with glycerin and also the brand element ( color). But in the case of Santoor, the brand is closely associated with Sandal and turmeric. The new variant also has sandal which is in line with the parent brand. The new variant has all the brand elements of original Santoor. The protagonist is same and interestingly the Color is also the same. Hence there is a better chance of this variant adding value to the original Santoor. The variant gives a chance to the loyal customers to experiment new product within the brand portfolio and also encourage new consumers to the brand.
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Santoor
It could be said a shrewd move by Santoor about it's intering into the glycerin soap segment.Santoor has moderately established its brand name into the sandal soap category.I personally do feel that,it would be a herculean task for Santoor to generate awareness about it's new varient.Now a day the glycerin soap segment is in a stagnate state,and in this stage a new varient would dig it's own grave.It might happen that the parent brand of Santoor would be affected by this.....Anyways ,lets hope for some new staggering results.
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