labels: pharmaceuticals, morepen laboratories, advertising/branding
Morepen to reposition Dab range, add more flavour to C-Sipnews
Our Corporate Bureau
19 November 2002

Mumbai: Dr Morepen, the wholly-owned fast-moving healthcare goods (FMHG) subsidiary of the Rs 430-crore Morepen Laboratories, is launching the Dab range of products in the anti-acid category and giving it a new positioning. At the same time, the company is ready to add flavours like apple and imli to the C-Sip range of powdered soft drinks.

Dr Morepen managing director Kartik Raina says his company is positioning Dab as a lifestyle product with the tagline ‘new age anti-acid.’ The old positioning of Dab was on ‘taste’ and while this would not be entirely done away with, the new one would be more stressed.

He says the change in positioning is due to the fact that antacids have now begun to be used by younger people while all along the company has been targeting Dab at an older generation with stomach ailments. The new positioning, he adds, would tap the younger segment through the new lifestyle positioning.

The campaign will also stress that Dab is the only anti-acid brand available in all three categories — powder, tablet and gel — against competing brands Eno, Digene and Gelusil, of which Eno is available in powder form while the remaining two are present in tablet and gel form. According to Raina, the company aims to achieve a turnover of Rs 8 crore with Dab. Dr Morepen, Morepen Laboratories’ homegrown brand, is set to achieve the Rs 60-65 crore mark by the end of this financial year, the brands’ first year of operation.

Dr Morepen is engaged in the manufacturing and selling of FMHGs and lifestyle self-healthcare devices. Over the next few months the company plans to launch new healthcare devices and new FMHG products in the Indian market.

Among the new healthcare devices being launched are body fat scales, weighing scales, heating pads, foot massagers and digital thermometers, including infrared ear thermometers.

By 2003 Dr Morepen plans to have around 40 healthcare products in the market, including a combination of over-the-counter medicines as well as some FMHGs. Of these, the company has already launched Dab Fizz (an instant antacid), Gol Goli (Hajma candy), 2 Kool (throat drops), Sat Isabgol (natural laxative), Y Sugar (low calorie sweetener) and C-Sip (a refreshing energy drink).

Dr Morepen’s sales growth will come through new launches and sale of brands like Burnol (re-launched after acquisition from Reckitt Benkiser), Lemolate and Lifespring Specialised Medical stores. The company is planning to launch the Burnol brand in four variants like ointment, gel, powder and instant spray by next year.

In the first few months after its re-launch, Burnol for the first time in its history has clocked a monthly sale of Rs one crore, says a senior company official. Not surprisingly, the company is hoping the Dr Morepen brand will cross the Rs 100-crore mark by 2003-04.

Morepen Laboratories has allocated a budget of 20 per cent of sales for promotional and marketing of all products under the Dr Morepen brand. The company is hoping that of the Rs 60 crore turnover targeted for 2002-03, more than Rs 50 crore will be contributed by Dr Morepen’s various healthcare products and the balance will be contributed by diagnostic lifestyle self-healthcare devices being manufactured and marketed under the brand Dr Morepen.

Over the past year, Dr Morepen acquired three brands: Burnol, Lemolate (cough and cold tablet) and specialised medical stores Lifespring. For lifestyle healthcare devices, Dr Morepen has an exclusive joint venture with Germany’s Beurer GmbH, a world leader in lifestyle healthcare products.

The range, already being marketed in India, includes automatic digital blood pressure monitors, digital and analogue weighing scales, body fat scales, body massagers and heat therapy range.

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Morepen to reposition Dab range, add more flavour to C-Sip