Brand Update : Odomos' experiment with product forms

In classic marketing textbooks, one of the strategies in managing the maturity stage of the product lifecycle is product modification. Theory suggests that there are two types of modifications - retention modification and conquesting modifications. Retention modifications are those which aims at satiating existing customers while the conquesting modification is aimed at getting new customers. 

Odomos has been in the market for decades and the challenge it faces is that stagnation in the market in terms of product penetration. Although mosquitoes are ubiquitous, Odomos is still a small brand in terms of size. This is probably because of lack of awareness and doubts about the safety of applying the cream directly into the skin. 

Odomos in recent years has addressed this problem head-on by launching a series of different product forms. Now the brand is available in the original cream form, liquid, gel, patch and now wearables and spray form. This strong marketing thought behind the brand should be appreciated. 

In the promotion front, the company has been very active. The target segment in most of the campaign is the children. I wonder why the company is restricting its target ( at least in the ads) to children. It is true that children are active outside the house and risk of them getting diseases is high, but the brand should have focused more on functional/benefit positioning targeting away from the age variable. 

The current campaign of Odomos is also well made which is themed in a rap setting but again focusing on children. 

The competitor Good Knight is also very active and since the product form differentiation is not insulated from emulation, other brands are also quick to come with their own versions. 

My personal take is that Odomos should think of a change in the segmentation strategy focusing on the proposition of a facilitator to active life since mosquitos are a nuisance to an active outdoor life. 

Related post

Odomos - Play it Safe

Kwiknic : Freedom from Tobacco

Brand : Kwiknic
Company : ITC

Brand Analysis Count : # 538

Kwiknic is an interesting brand. A nicotine replacement therapy brand from India's leading cigarette maker . Its a paradox of sorts - India's largest cigarette maker promoting a product that helps you break free from tobacco. So at one end, ITC is encouraging people to smoke and then helping them to quit smoking - marketing has come to a full circle.

Sarcasm apart, the business angle is that the nicotine gum market although small is growing at 45% per annum. The market was estimated at around Rs 20 crore in 2013 ( source ET, Business Standard). So it makes perfect sense to launch a product in a market where there is a huge market for cigarettes.Also the increasing demarketing done by NGOs and Governments also ensure that this product category is bound to grow.

Before the launch of Kwiknic, there were other players also . The main players in the nicotine gum category are : Nicorette by Johnson & Johnson

Nicotex and Nicogum by Cipla.

ITC is trying to leverage the distribution strength to push the product to the consumers. 

What is interesting about the brand is the promotion strategy . The product is used as a tool to reduce dependency of tobacco. So one expects the brand to talk about the harm that tobacco causes with graphic details of cancer and other ailments. But surprisingly Kwiknic chose to use humor to communicate the brand's message. 

The brand also has taken a very different approach to addressing the addiction issues. Rather than scaring the people with gory details of diseases, the brand chose a lighter humorous situations to drive home the point.

Watch the ads here : Kwiknic Hospital ; Kwiknic marriage

One of the advantages of using such an approach is that it takes the seriousness or taboo out of the brand. Consumers may not feel inhibited to buy this product because it is not projected as an addiction therapy. One downside is that it is risky to take the seriousness out of the product so the effectiveness of the product may be doubted.

The ads are hilarious, repeatedly watchable and hence would help the brand in building awareness. Its also interesting to note that Kwiknic talks about freedom from chewing tobacco and not smoking.

Related brand : Nicorette

Parodontax : For people who see blood when they brush

Brand : Parodontax
Company : GSK Consumer Healthcare

Brand Analysis Count : # 521

After the success of Sensodyne, GSK has launched another specialist toothpaste in the Rs 6000 crore Indian toothpaste market. While Sensodyne was a specialist for sensitive teeth, the new launch is in the gum-care category. GSK launched its global niche brand Parodontax recently in the Indian market.

The emergence of the niche products like sensitive , gum-care shows the new phase of the evolution of  Indian toothpaste market. According to ET, Sensodyne which was launched two years back is already a Rs 100 crore brand in India. The niche segments are growing at a faster pace than the core segment and marketers are rushing to cash in on this evolution.

Parodontax is a gum-care specialist. The brand is targeting those who are already suffering from bleeding gums. According to newspaper reports, the incidents of gum-related issues is as high as 33% which itself is a huge market waiting to be tapped.
The brand is now promoting awareness about the gum-related issues and advising customers to take bleeding gums seriously. The brand is now running its standard global TVC in the Indian market.

Not to be left behind , the market leader- Colgate has already launched its Pro-gum variant -Colgate Total Pro-gum health . The leader was quick to spot the threat of this GSK to its stronghold in the Indian market. Sensodyn has infact created a dent in the market position of Colgate. Pepsodent also has Pepsodent Sensitive and Pepsodent -G for the sensitive and gum-care segment respectively. Bu the share of noise of Pepsodent is abysmally low in these segments and I feel that Pepsodent has lost out in the race atleast for now.
Alries and Jack Trout had argued that line-extensions tend to be less effective when fighting specialist brands. Here the market leaders are fighting the specialist brands using variants. It remains to be seen how effective these defense would be .

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. 

Brand Update : Comfort finds comfort in Madhuri Dixit

The fabric conditioner brand from HUL- Comfort has roped in the former Bollywood Diva Madhuri Dixit as the brand ambassador. The former Bollywood superstar was on a hiatus after her marriage is now on a comeback trail.

Comfort which is the niche brand from HUL was rolled out nationally in 2010 after a long period of test marketing. The brand was soft launched in some southern states as early as 2008 and it took a long time for HUL to decide national roll out. 

It is interesting to see Madhuri Dixit endorsing a product like Comfort. Interesting because she was endorsing the flagship soap brand Lux during her peak stardom days. Now she has come back on a new role of a homemaker endorsing a very small brand from HUL. 

As discussed in my earlier post on this brand, Comfort is a niche brand and the usage base is restricted to certain segments of the Rs 12700 crore Indian fabric care market. The product is priced at a premium and will be attractive to those homemakers who would like to add some extra care  to their clothes. The campaign also addresses customers in the same platform. 

The inclusion of a celebrity endorser will enhance the visibility of the brand and is expected to bring in many first-time users. Unlike the western markets, washing is not considered a chore in India. For Indian homemakers, washing clothes is a serious activity. They take pride when the clothes are meticulously clean and shining. This unique cultural trait is the opportunity that Comfort is trying to tap.

There are many factors that prevent the growth of such specialist product categories. The main reasons being inertia and price. These premium pricing coupled with the extra effort involved in using the product often make consumers postpone the patronage of such products. HUL hopes that the endorsement from Madhuri Dixit will expand the usage base for Comfort and bring in lot of new users into its fold.

Related Post

Comfort

Sensodyne : For Sensitive Teeth

Brand : Sensodyne

Company : Glaxo Smithkline Beecham ( GSK Asia)

Brand Analysis Count : 474

In line with the strategy of bringing in global brands from its portfolio, GSK has launched its toothpaste brand Sensodyne in India. This is GSK's second foray into the Indian oral care market. Earlier the company had launched its toothpaste brand Aquafresh which was later withdrawn from the Indian market.

Sensodyne is a global leader in the premium toothpaste category ( specialist toothpastes) in various markets like USA. The brand has been around since 1960 came into GSK fold in 2001. GSK bough the brand from its original owner Block Drug Company INC.

Indian toothpaste market is worth around Rs 2750 crore and is segmented into Economy, Popular and Premium segments ( Source : Rediff). The economy segment in worth Rs 530 crores, popular segment is the largest segment with a size of Rs 1930 crores and premium segment constitutes 8% of the market with a size of Rs 260. The urban market for toothpaste is valued at around Rs 1850 crores. 

The premium segment of toothpaste market consists of products which has therapeutic benefits. The brands in this category are Colgate Sensitive, Pepsodent Sensitive, Meswak , Glister etc. These toothpastes are priced significantly higher (>30% ) than the popular segment .

Sensodyne is a toothpaste for sensitive teeth. According to media reports, around 17% of individuals in India suffer the condition of sensitive teeth. Sensitive teeth is a condition where the individual suffers sharp pain while consuming anything that is hot or cold. Since the awareness about remedy for this condition is low, most consumers avoid consuming foods that causes this pain. The fear of going to dentist and possibility of painful interventions often prompt individuals to manage the situation rather than taking remedial action. This is perhaps the most important challenge that Sensodyne faces in cracking the Indian market. 

The brand is operating in a niche. A niche is defined as a narrowly defined customer group seeking a distinctive mix of benefits. Niche is can be called as micro-segment which is small, profitable, with less number of competitors where the consumer is willing to pay a premium for the offerings. Usually niche brands commands a premium since it satisfies some distinct set of consumer needs. All these descriptions fit the category in which Sensodyne operates. The market is also expected to grow fast once the awareness sets in.

The brand is currently running a campaign in visual media with the aim of creating awareness about the condition of sensitive teeth and projects Sensodyne as the dentist's most preferred choice for this condition. Globally also Sensodyne is positioned as Dentist's choice for sensitive teeth. Along with the Above-the- Line promotions, Sensodyne is also conducting brand awareness programs among the key influencer - dentists. The brand is also conducting events called ' Chill Tests ' among consumers to spread the awareness of the condition of sensitive teeth. Sensodyne is banking on the promise that it provides relief in two weeks. 

In India Sensodyne competes with Colgate Sensitive. Colgate Sensitive has the first mover advantage over Sensodyne and has more brand visibility across channels. It will take a little while for Sensodyne to shake the position of Colgate Sensitive. 

Brand Update : Calcium Sandoz

Calcium Sandoz is in an over drive now. This 40 year old brand now has a new look and also a new tagline.

The brand is currently running a campaign in television : watch it here

Calcium Sandoz now have a new packaging and the brand has redesigned its mascot- the puppy. According to the company, the redesign is aimed at connecting with the young consumers. The kids used to love the classic white puppy bottle and used to collect them also. But as time passed, the brand and the puppy became disconnected with the young generation. ( Source). The total market for calcium products is estimated to be around Rs 328 crores.(source)

Rightly so, the brand feels that the mascot puppy is the best way to establish a reconnect with the new generation of kids. The new puppy now is colored and also is smiling.

The brand is currently trying to woo the users. Typically the kids resist taking food unless it is junk food or confectioneries. Mothers love to give kids healthy food and supplements .But making the kids eat such products is a Herculean task. Calcium Sandoz is trying to make kids love the brand by launching the product in various flavors . With the new packing and the campaign, the brand expects the kids (users) to ask for the product.

Calcium Sandoz has adopted the tagline " Agdam, Pagdam,Tagdam " whose meaning only kids will understand. The ad campaign centers around the usual theme of kids being overwhelmed by their daily routines and how the brand helps in making their lives easier and happier. The brand wisely uses the mascot puppy to convey the message .

The challenge for the brand is to keep the excitement going . Kids gets bored easily with these types of products and keeping them engaged is no easy task.

Related Brand

Calcium Sandoz

Colin : Cleans To A Shine

Brand : Colin
Company : Reckitt & Benckiser

Brand Analysis Count : 402

Colin is a brand from Reckitt & Benckiser. This brand is the market leader in glass cleaner product category. One can say that Colin is the pioneer in creating this category.

Colin brand was created by a company known as Fern Hill Laboratories ltd. In 1998, this brand was sold to Reckitt & Colman ( which later became Reckitt & Benckiser).

Glass cleaner market is a small market with a size of 20 crore. Colin commands more than 70 % of the market . This brand is an example of a niche brand. One good thing about Colin is that the brand owner has left this brand as a niche brand and so far has not ventured into extending Colin into other product categories.

The typical issue with the niche brand is the market size. In a country like India with its sheer size and diversity, managing a niche brand often is a difficult affair.

Consider the case of Colin. The brand is a national brand with presence over most of the urban market. But the brand has to manage the challenge of distributing to all those numerous urban market for a share of those 20 crore. Since Colin is a part of Reckitt which has a basket of products, the cost will be shared. For a company having only one niche brand, Indian market is indeed a tough market to crack.

Colin was always perceived to be a premium product. From my experience as a middle class customer, we never perceived Colin as an essential product. Although we had all the products that could be cleaned using this cleaner, we never felt the need for Colin.

Now the situation is different. The number of electronic gadgets has increased, consumers now have LCD monitors, computers, ipods, psp etc which require specialist cleaning solutions. Hence more than ever, Colin has a good potential in this era.

Colin in a way also suffered from narrow positioning . The brand is widely perceived as a glass cleaner, actually it can be used as a multi-purpose cleaner for fridge and other gadgets. Hence when a consumer has a view that Colin is a glass cleaner, the usage and the value for money proposition does not match. In my experience as a consumer, I never bought this product because of this thought " To clean a TV, why should I spent this much ? "

It is also true that being perceived as a specialist for glass cleaning has its own advantages. The brand is considered an expert in that category and is almost generic to that category.

Colin is a brand that is well entrenched in the minds of the consumers. Being a niche brand has prevented heavy media support for Colin. But the brand has huge potential in days to come. The brand has to take a risk and try to create more uses for this product.

Dr Scholl's : Taking care of the Foot

Brand : Dr Scholl's
Company : SSL-TTK

Brand Analysis Count 332

Dr Scholl's is an interesting niche brand. The brand is launched in India by SSL International which owns the brand through a joint-venture with TTK ltd.

Dr Scholl's is a foot care brand. You will see a range of Dr Scholl's product when you visit prominent footwear retailers like Bata. Dr Scholl's sells a range of products like
comfort soles
Acupressure soles
Creams
Odor Control sprays etc

The category in which Dr Scholl's operate can be termed as Slow Moving Consumer Goods ( SMCG) because this foot care products are not popular in India. But with the rising lifestyle, Indian consumers are slowly becoming aware of the utility of such products.

Dr Scholl's is an American brand. The founder of this brand is Dr William Mathais Scholl. The first product rolled out in 1906. In India although this brand was there for a while, serious marketing efforts began to shape up after 2003 when the company tied up with TTK group.

The Indian footcare market is estimated to be around Rs 50-60 crore ( Businessline). The market is dominated by crack-creams and anti-fungal creams.
Dr Scholl's have four types of foot care products -
Removal : hair, follicles,hard skin etc
Relief : Pain relief,
Comfort : Soles
Care : Creams

Although the potential of this market seems attractive, the challenge for the brand is to create a footcare culture. Although we are conscious about personal care , seldom we bother too much about our foot ( my personal opinion). For gents, the concept of footcare is to buy comfortable shoes and socks, clean the feet and some pedicure. Ladies are much more caring about the feet. But still, the care is restricted to the use of creams.

Hence Dr Scholl's has the unenviable task of creating awareness about proper foot-care (need) followed by educating consumers about the foot-care products and then building the brand.
Dr Scholl's is now taking the consumers who already have seen or used these products. Hence the target is the SEC A, A + consumers who is already aware of such products.

Dr Scholl's products are often expensive and unless the consumer is convinced, he may not buy it. Secondly, most of the footcare products need to be continuously used. Hence the brand has to spent lot of money on building the " need factor".

As a part of the strategy, the company is trying to strengthen the distribution reach . Now most of the footwear shops carry this brand and display is also carefully managed.

Smartly , this brand has positioned itself as a footcare brand. Now the challenge is to own the space in the mind of the consumer. At this point, the brand needs a celebrity who can increase the awareness about both the product and brand. Also the brand should be educating the consumers about the importance of proper footcare . Endorsements by doctors, physios etc can give a big boost to the category as a whole.

The brand also has extended to footwear like acupressure sandals.

Dr Scholl's faces the critical issue of developing a category with good potential. Indian consumers are now aware about investing in health. The investment is more biased towards the upper-body ( Joke !)
Dr Scholl's has to be the category pioneer and if done with earnest, the rewards are there for the taking.