Santoor has been very consistent in its positioning. It has been positioned as younger looking skin beauty soap. Now its has launched a Santoor Baby Soap. This new product by Wipro Consumer Care, the Baby soap will be trying to leverage Santoor's equity. Santoor's market share is 8.8% (compared with 8.3% in the September '12 quarter). It stand at No. 3. The Hindustan Lever's brands lead the ratings in the soap category (Lux & Lifebuoy with a market share of 14.4% & 14.0% respectively).
So is it going another brand disaster as we came across another such kind of example i.e. Dettol Utensil Cleaners.
The recent discussions in the Marketing class, suggests that Dettol's entry into Kitchen will affect the premium image of Dettol. Will the Santoor's image will be affected or not?
The problem is that Santoor is perceived to be a soap for adults. And when such a brand launches a baby soap,users will doubt with regard to the mildness of the soap. The ad shows (link below) not an infant but a 2-4 year old kid. So the brand will be trying to target the segment which is slowly growing out of the Johnson and Johnson's baby soap. More over since the child is growing , mothers will not be much bothered about trying out a baby soap from Santoor's portfolio.
Johnson and Johnson is the market leader in this segment with a huge market share of 70%.
Doomsday for both Dettol & Santoor??
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