J L Morison plans relaunch of ''Baby Dreams'' child care brand
17 Sep 2007
Mumbai:
The Rs110-crore J L Morison India is planning to relaunch its baby care brand
''Baby Dreams'', after a year of lacklustre presence in the Indian market. The
other factor, according to Vengsarkar, which contributed to poor sales, was the
fact that despite a good distribution for the brand, retailers became impatient
for their ROI, which made them switch to the other established brands. With Johnson
& Johnson (J&J) being synonymous with the baby care market, the brand''s
domination has ensured most new entrants find it difficult to make their presence
felt. According
to industry sources, even Marico''s baby care brand has failed to make a significant
dent in this segment, and Wipro has chosen to focus on its diaper''s brand rather
than its baby care range. Changes
in the Baby Dreams range will see J L Morison adopt a different distribution channel
for its products, via the direct sales route. The company will adopt a new strategy
that will see it approach doctors, especially paediatricians to promote its range. Avoiding
changes to product formulation, the company also plans to channel its efforts
in re-packaging the Baby Dreams range, with a special focus on its lotions and
oils. J L Morison
remains cautious with its pricing strategy, choosing to wait for new entrants
to enter the category. According to Vengsarkar, the company is yet unsure whether
it would change the pricing, depending new entrants and their pricing strategies.
He estimates that existing brands such as Sparsh from Marico might also see a
relaunch. Baby
Dreams was launched a year ago as a sub-brand of the flagship Morisons brand.
The products were priced at a marginal premium to existing J&J offerings.
The relaunch
is likely to happen sometime next year.