Financial Daily from THE HINDU group of publications
Thursday, Mar 23, 2006
Financial Daily from THE HINDU group of publications Thursday, Mar 23, 2006 |
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Marketing
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Strategy Anchor forays into soap segment Purvita Chatterjee
Mumbai , March 22 Getting into the competitive and cluttered soaps segment, the Mumbai-based Anchor Health and Beauty Care has unleashed a new brand - Dyna. Roping in actress and model Katrina Kaif to endorse its brand, Anchor has decided to make a splash in the soaps category.
IN two variants
Speaking to Business Line , Mr Atul Shah, Anchor's Managing Director, said, "Soaps is a category we are definitely looking at and has been on our schedule for a while. At the moment we are in the process of rolling out our soap brand nationally." Sporting two variants, Dyna is expected to have a higher total fatty matter content and is positioned as popular grade one soap. The company has appointed Art Advertising, Mumbai to handle the account.
New distribution network
The Rs 135-crore Anchor has decided to have a new and different distribution network. At the same time, it has decided to split its company into two divisions — personal and oral care. Currently, its toothpaste brand reaches out to 12 lakh outlets across the country and has a distribution reach of 30 per cent of the total number of outlets.
More outlets
In the case of its soap brand, Anchor plans to have an additional 12-13 lakh outlets. The company has decided to have a more focussed distribution setup for its soap brand to give added emphasis to its new brand. Meanwhile, in the toothpaste segment Anchor has been fighting the biggies including HLL. "It is an ongoing battle with HLL," says Mr Shah. Currently, Anchor has a share of 7 per cent in the toothpaste category.Its plain white toothpaste variant has Rahul Dravid endorsing the brand, which was positioned on the `complete vegetarian' platform.
Confectionary plans
It had also introduced talcum powders in Andhra Pradesh and Kerala and has two variants. "We have yet to formally launch our talcum powders," adds Mr Shah. At the same time, the company has decided to go slow with its confectionary products. Having introduced boiled confectionary in flavours such as coffee and butter, there are no plans to beef up its portfolio with more products.
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