Wednesday, October 19, 2016

Colgate Pain Out : Crafting a New Segment

Indian oral hygiene market is huge with a market size of Rs 7000 crore. Colgate dominates the market with a share of over 55%. The market is witnessing a new wave of competition with the entry of Patanjali brand.

Although the market is live with competition, not much action is happening with respect to product innovation. Except for  some incremental innovations like new flavors/variants, nothing much has happened in terms of new product development.

In this context, the launch of Pain Out stands out. Colgate Pain Out is a new product that aims at express pain relief from sudden tooth pain. The product is a gel form which has ingredients like camphor, Eugenol, and menthol. The product gives a symptomatic relief from tooth pain. 
The brand is interesting because it aims to satisfy an unfulfilled need in the market. Tooth pain comes unexpected and often the fear of going to a dentist forces people to suffer the pain till it becomes unbearable. Then they try using home remedies, then paracetamol and if everything fails , then they go to a dentist. 

So it makes sense to have a product that gives instant relief to pain. The challenge for the brand is to create brand salience where consumers remember the brand when there is a need. It would be optimistic to believe that consumers would stock this product in anticipation of a toothache. So the natural communication choice would be to have top of mind recall which is a costly proposition. 
The brand is currently running the launch ad which focuses on its USP of express relief . Watch the ad here : Colgate Pain Out , The silver line is that the incidence of a toothache is very high and a powerful relief would be welcomed by the consumers.