Dabur Dashmularista : With You for Life

Brand : Dabur Dashmularista
Company : Dabur

Brand Analysis Count : 413

Dashmularista is a traditional ayurvedic medicine which is very popular in India as a restorative tonic. Although this is a medicine, Indian consumers usually buy and use this tonic over the counter because of the knowledge passed on from elders. And since this is an ayurvedic medicine, consumers are less bothered about the side effects.

Dabur Dashmularista is the first branded ayurvedic ethical asava ( tonic) to be launched in the Indian market as an OTC product. This brand was launched in 2004-2005. Initially Dashmularista was positioned as a restorative tonic for young mothers .

I had earlier written about the poor marketing that has been done with regard to ayurvedic products . There is lot of potential for ayurvedic OTC products in the Indian market. Dabur has to be appreciated for taking an effort in branding such important traditional ayurvedic medicines.

Dabur is also using the bollywood actress Juhi Chawla to promote its ethical branded products. This will further boost the popularity of traditional ayurvedic tonics and prescriptions.

Watch an old TVC of this brand : Dabur Dashmularista

Now Dabur Dashmularista has been positioned as a vital health tonic for ladies. The brand is currently running a TV commercial highlighting the need for such a health tonic for the homemaker. The brand now has the tagline " With You for Life " .

The brand is positioned as a health tonic for every stage of life . The current target market for the brand is the homemakers. I think that over a period of time, Dashmularista will expand its TG to include men and young girls.

The brand is filling an important need in the Indian market. Women often suffer from the fatigue arising out of the stress and strain of homemaking responsibilities. This stress is translated to digestive disorders and physical discomforts like backpain, fatigue,loss of energy etc. And most of the time, ladies resist consulting doctors about their issues at the same time complaining to their husbands about their health issues.
In such a situation , products like Dashmularista has a very important role to play. There will be a better acceptability for such products because of the tradition and perceived " lack of side effects ".

Since its launch in 2004, Dabur Dashmularista is witnessing steady growth. The brand is facing competition from a host of established ayurvedic marketers who sells this product as a ethical medicine. The current campaign will force many such players to take Dashmularista to the OTC market and can expand the market for ayurvedic products.

Related Brand
Eladi

Brand Update : Hajmola Repositions as Audio Candy

It has been a while since I updated about Hajmola Digestives. The most significant development happened last year ( 2009) when the brand undertook a major repositioning exercise . The brand started calling itself an Audio Candy.

Hajmola which is a unique digestive tablet is a very powerful brand. This Rs 1 billion brand has been able to stay relevant in the consumer's mind through consistent campaigns and some smart distribution strategies. Hajmola digestive tablet is now selling approximately 2.5 crore tablets daily.

Hajmola is known for its unique taste ( Khatta Meetha taste ) and the taste has been its USP ever since its launch. The unique taste with its digestive properties made it a post-meal habit of many Indian consumers.

While Hajmola tablets are consumed for its utility, candies are a different ball game altogether. Candies are consumed for fun rather than utility. Hence Hajmola candy should be positioned more on the fun side rather than the utility . Hajmola has already established itself on the utility ( digestive ) platform , the challenge was to put fun aspect to it.

Dabur then found a very smart way of putting fun into this digestive. The brand named itself an Audio Candy. The name is derived from the insight that the Zingy Tangy taste of Hajmola in your mouth will be accompanied by a lip-smacking sound. The idea of Audio Candy was born.

The concept of Audio Candy was reinforced by the campaign that followed

Watch the ad here : Hajmola Audio Candy

The idea of Audio Candy is a very smart idea which communicates the positioning of unique taste in a very fun filled manner. The TG - mainly kids will like the concept of the audio candy. And the concept makes the USP of Hajmola difficult to copy. Along with the repositioning , Hajmola also launched a couple of variants like Imli and Kachcha mango which gave more reasons to buy this product.

It is interesting to see the evolution of Hajmola from a functional tablet to a fun filled candy. The brand has successfully extended itself to a larger market but retaining its core strength and not diluting the utility for which it is loved for.

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.