Brand : Tri-Activ
Company : Piramal Healthcare
Brand Analysis Count : # 499
Company : Piramal Healthcare
Brand Analysis Count : # 499
Tri-Activ is an anti-bacterial lather from Piramal Healthcare. Piramal Healthcare has been increasingly active inwards the OTC as well as personal attention space. Tri-Activ was launched inwards early on 2011 as well as volition endure competing against the similar of Dettol as well as Lifebuoy.
Tri-Activ is positioned equally an anti-bacterial lather alongside germ killing property. The construct is claiming to endure India's Grade 1 anti-bacterial soap. The construct belongs to medicinal lather category of the Rs 8000 crore privy lather market.
The medicinal soap/ hand-wash category got lot of attending inwards the Indian marketplace late later the outbreak of H1N1 epidemic. Marketers cashed inwards on the chance past times scaring the hell out of consumers as well as presenting their products equally the ultimate protectors of humanity against such epidemics. The medicinal personal attention products which was a niche category earlier these outbreaks of a abrupt began to endure a business office of the mainstream category.
It is inwards this context that the launch of Tri-Active instruct out significant. The construct is a pure medicinal type lather alongside rigid clinical positioning focusing on germs, protection, doctors etc. The construct is currently available solely inwards medical shops farther reinforcing its medical positioning. This restricted availability volition cut back the reach of sales of such a production .
The construct volition endure initially looking at consumers who are besides worried most getting sick. Over these years , such sort of consumer segment is increasing inwards size. Despite the economical increment , Indian cities are prone to such outbreaks. Take the instance of my solid soil Kerala which boasts most high human evolution index as well as 100% literacy, the solid soil is forthwith reeling nether frequent outbreaks of epidemics similar Dengue fever, H1N1, hepatitis etc. The fearfulness evoking coverage across media most these diseases forcefulness the consumers to scramble for whatever protection that they tin avail of. Products similar Tri-Activ volition practise goodness from this hysteria.
Indian lather marketplace has ever accepted these germ killing soaps wholeheartedly. India's largest selling lather Lifebuoy is ruling alongside its wellness positioning as well as then is the mega construct Dettol. Tri-Activ volition endure vying for a respectable set amidst these large players.
Having said that, the challenges for Tri-Activ are many. First challenge is the distribution. Piramal Group is well known in the pharma marketplace but its distribution expertise inwards FMCG marketplace is really limited. This may endure the argue for Tri-Activ 's initial retail strategy existence done through medical stores. To attain the vast Indian marketplace is non that tardily as well as Tri-Activ may direct maintain to leverage its strength inwards pharma segment to fmcg segment as well as that is non easy.
Second challenge is the value proposition. Tri-Activ existence a specialist is expensive as well as it volition convey lot of seek to convince the consumers to direct maintain premiumness of this soap. Consistent construct advertisement is commutation to such convincing as well as going past times the electrical flow promotional strategy, Tri-Activ has gone soundless later the initial launch campaign.
Tri-Activ alongside inwards a few months of launch, introduced a construct extension - liquid paw sanitizer. That was surprising displace since the raise construct was non fifty-fifty good established to back upwards an extension.
The success of Tri-Activ volition largely depend on the brand's mightiness to garner the retailer back upwards as well as the investment it makes inwards construct promotion. Infrequent campaigns volition non assist for such a production if it wants to contend brands similar Dettol as well as Lifebuoy.
Alternatively Tri-Activ tin thrive equally a niche construct which is positioned equally a specialist. Such brands thrive on positive discussion of oral fissure as well as attracts that segment of consumers who either is affected past times problems or are besides concerned most wellness issues. In a highly competitive marketplace similar India, such niche strategy oftentimes makes to a greater extent than feel than going mainstream.
