Well, its good to see Dettol's ambitious product expansion, at least not a bactericidal expert on hand anymore. however, intuition tells me something wrong there - Is the 'perfect 2 in 1' a real balance or a complete blurb?
Good brands never try to be something they are not. For Dettol, a brand that strongly associated with 'bactericidal and strong cleaning effect'. 'Moistening' is something they are not or at least not perceived as by common sense. Its like super tasty chocolate talks about weight control, you believe it? Mabye the brand will argue: 'bactericidal' does not necessarily means 'dry & chemical', yeah, maybe…but who cares? You have to take the perception as a fact unless you can change it. So, is it smarter to change people's mind which has accumulated by years…or just simply adjust your position or avoid talking about it?
Besides, look at the competitive landscape - traditional skincare brands in body lotion mostly compete in skin moistening & creaming, for example Dove, Lux, Olay …while a few others on whitening and even fewer on bactericidal: Safeguard no doubt is the leader. So, opportunity lies in each but not in between. Challenging one single dominator is easier than surviving among a whole set of giants, that's my view. It's better to find differentiation with Safeguard rather than twist yourself in 'skin moistening'. Although Safeguard might get similar product functionality, but its more family, kiddish and product centered on long lasting ANTI-bactericidal protection. Hence a plenty of alternatives left for Dettol: more adults-like, more focus on 'Effectively killing germs' or 'powerful bactericidal in a soft way', which could just suit to its natural botanic variant.
I was once a regular user of Safeguard lotion till college, but now safeguard is too much kiddish that push me switching to Lux Soap Bar - initially just becoz i believed soap bar got stronger cleaning effect than lotion, and Lux the brand i felt attached emotionally. See, substitution in 'bactericidal' products with appealing imagery was hardly found and why not Dettol to be there as a choice?
No comments:
Post a Comment