Global FMCG player Johnson & Johnson, which acquired oral care brand Listerine from Pfizer in 2008, is likely to stay focused on the urban markets for the next four years. Furthermore, the company is looking to build strong penetration into the Rs 100-crore preventive oral care market, in which Listerine has around 70% market share, followed by Colgate?s Plax and Elder Healthcare?s AMPM mouthwash.
Prassana Rai, marketing manager (oral care), Johnson & Johnson India, said, “There are lots of consumer studies that have shown people are looking for options like mouthwash in addition to their regular toothpastes. For last six months, the brand has grown at 35% year-on-year from 10% last year.”
The consumer products division of the company, apart from Listerine, includes baby care, Stayfree in the female hygiene category, Neutrogena and Clean & Clear in the beauty products, Benadryl and Caladryl, which contribute 40% to J&J India?s overall revenues. The company posted a 35% growth in volume as well as value terms in last one year. It currently has three variants for Listerine with each variant having three Stock Keeping Units.
J&J India believes that its marketing strategy for now would be to create much awareness followed by working with experts on continuous trials for the brand and eventually build penetration. Currently, the research & development for the brand does not take place in India, as for J&J it is a centralised process. Mostly, firms with oral care brands in their portfolio have taken the route of trials and promotions to market their brand.