Financial Daily from THE HINDU group of publications
Friday, Jul 30, 2004
Financial Daily from THE HINDU group of publications Friday, Jul 30, 2004 |
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Marketing
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Strategy Camlin slashes price of new mosquito repellent Our Bureau
Chennai , July 29 CUSTOMER feedback has prompted Camlin to reduce the price of its newly launched mosquito repellent, Repelmos, by 41 per cent at a single stroke. Repelmos' new price would be Rs 59 for a 100 ml container, as against Rs 99.95 when it was launched less than a month ago. It is the only domestic mosquito repellent brand that comes in the form of a spray. Mr Ashish Dandekar, Executive Director and President of Camlin's Pharmaceutical Division, said the price revision was sparked by customer feedback, and the company's need to generate sales volume in a new product. According to Mr Dandekar, the original price was fixed on the basis of market research. He added that true feedback had to come eventually from the customer. The company's press release said that the Indian market size for all mosquito repellents is about Rs 800 crore. According to Mr Dandekar, Repelmos had to compete primarily with repellents sold in the form of a cream. Thus, it had to compete for a share of the Rs 50-crore market for repellent creams.
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