Saturday, July 06, 2013

Cobra Deo : The King of Deos

Brand : Cobra Deo
Company : VI-John

Brand Analysis : # 527

Its raining deo brands in the Indian market. 
Another player,same story. 

VI-John which had made a splash in the men's grooming market with its shaving cream and SRK endorsement has launched its deo branded Cobra. 

I wonder whether there is a conspiracy hatched against the market leader Axe. My conspiracy theory is that all the local FMCG marketers together decided that every deo brand that will be launched in the Indian market will have the same positioning of a " female attraction" . At the end of it, consumers will puke at the sight of Axe and Axe-girls. ( pun intended)

Other wise how can every brand is launching with the same hopeless positioning ? Are all targeted males are begging for a product that can attract females ?

Cobra has found its celebrity endorser in Emraan Hashmi. The brand is running its launch campaign with a television commercial which can easily be rated as one of the hopeless ones in recent times.
Watch the ad here : Cobra ad

The ad is too horrible to be analyzed but it has to be noted that its not these brands that should worry, rather Axe ( the reigning market leader) is the brand that should be worrying.
The plethora of brands that is harping on the ' female attraction' is going to wipe Axe out of the market in the coming years. The brand Axe is already facing heat with Fogg deo matching the market share in certain markets.

The new brands  flooding the market with heavy advertising and huge channel margins will be happy with some share of the pie. My assumption is that these brands outsource the entire production and their main task is to market. And whatever little share will more than make-up their costs. 

Axe has tried to counter by launching new copy-cat campaign featuring Ranbir Kapoor. That shows the desperation coupled with laxity of the leader in responding to the competitor threat. 
Cobra was a name better suited for a condom  or an aphrodisiac brand name.The campaign also was made in he same lines. These brands know that the market leader is vulnerable and it is the right time to strike. 
And it is the right time... 


  1. i couldnt agree more,. ..this pattern of production from some two tier compaony and marketed by some big brand is nothing ..they dont have a single manufacturing unit..what they do? Marketing..

    and second..why is every brand is so obessed with DEO? does every man sweats so much ?

  2. Hey Harish,

    I agree with you. This is quite amusing.
    I have been noticing this since quite sometime. When these ads are aired, I always tell my friend - 'see one more deo for luring girls.Ha!'


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  5. I loved the last paragraph.

    The worst factor that has to be considered is, what is there in this deo for customers ?

    The retail margin for this deo almost 100%, including all schemes. And they are supporting the product with ad campaigns.

    My doubts are, are these products so cheap to manufacture or are such products below quality line and making customers a fool with all ads?

  6. I bought a 150 ml pack of Cobra (the yellow one) today on the behest of the shopkeeper. Surprisingly, its pretty awesome actually. The scent is strong while not being bothersome; I sprayed it in the evening, its past 10 in the night now and it still hasn't faded much. Gonna check out more fragrances of it.
    But yeah, the ads are all very lame. Wonder if there are people that actually buy these hoping to score women. heheh


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