Thursday, January 10, 2013

Odomos : Play it Safe

Brand : Odomos
Company : Dabur

Brand Analysis Count : 519


Odomos is a 40 year old brand which has a generic status in the mosquito repellent cream market in India. The brand which was originally from Balsara came into Dabur's fold after the acquisition  of Balsara Hygiene Products  in 2005. 
The household insecticide market in India is worth around Rs 1600 crore. The smallest of the segment in this market is the mosquito repellent cream segment which is of size Rs 50 crore. The largest segment of the insecticide market is that of mosquito coil which is worth Rs 900 crore. Odomos has a virtual monopoly in the cream market.

The small size of the mosquito repellent cream market is the problem that the brand faces. The major challenge is to make the segment grow. Having said that, creams have found lukewarm response from the consumer. The major reason being the questions regarding the efficacy and safety of the product which needs to be directly applied to the skin. 

As a consumer , I too had these questions regarding Odomos. But should say from my experience that Odomos is very effective. But mosquitoes are smarter lot and they know to search and bite on places where Odomos cream is not applied. 
Odomos as a brand has  tried to address this safety issue by getting endorsement from medical associations. The brand prominently displays the message of  being "Skin Friendly " in their packs. Another bold step that the brand took was to target kids. The move is risky because parents would think twice before using Odomos regularly on kids because the perceived risk is too high.

Odoms now has product forms of Cream, Lotin and Oil. Odomos mosquito repellent oil was created to target rural market because oil product form has more acceptance in that market. More over oil applies better on the skin and is more effective in the job.

The brand owners have invested consistently on the brand. The distribution reach is very good for this product. Earlier, one inhibiting factor was the price which has now being resolved. Odomos have come out with smaller packs of Rs 5 and Rs 10 which I would say will encourage more buys.
The challenge for the brand is to make consumer consider Odomos as the primary defense option against mosquitoes. The product  is has maximum utility outside the house and that is why the brand is promoting it for kids who wants to play outside. The brand is also trying to promote its safety aspect through a variant Odomos Naturals which contains Aloe Vera. 
As a user of this brand, these questions are still  there regarding safety. Odomos despite running so many campaigns so far has still not convinced me that it is safe for regular use. The dilemma for the brand is that it cannot harp too much that it is safe because consumers then will think that it is mild and hence may not be effective .
In times where mosquitoes are now immune to coils and vaporizers , Odomos has proven to be a best bet for a good night sleep.