#ENO antacid dates back to the 19th Century, when James Crossley Eno first introduced it as a “fruit salt” to help sailors stay healthy on long journeys.
The pharmacy from where it was sold was situated on a seaport with a lot of sea traffic. This was a boon for ENO as sailors used to eat large quantities of food on return and faced acidity issues.
India is the largest market for ENO. We know it as the no 1 remedy for acidity issues thanks to its ‘fastest acidity solve’ claim, hammered over the years into consumer psyche via brilliant #advertising. Lines like -
ENO ON, Acidity Gone.
ENO gets to work in 6 seconds.
ENO ON, gadbad Gone.
show that the consistency on #positioning and great creative executions have ensured that consumers can’t think anything else.
Do you remember the no 2 brand in quick relief antacid salts?
Its a great legacy brand known worldwide for its 100+ years of history and its focus on consumers acidity issues.
But if you dive deep in India, the kicker is the use of ‘lemon’ ENO in a dish called dhokla. As per popular recipes for the dish, one can use lemon ENO in place of baking soda + citric acid for this popular dish. Not sure how much sales it commands for this end use; but YouTube is replete with recipes of eno Khama dhokla. Statewise per capita sales share might validate whether in states where the dish is popular, is there any correlation or not.
As a composite result of all, it commands ~45-50% market share, with ~600-700 cr sales and is now celebrating 50 years in India!
#marketing #brand
Pic credits - tastecooking.com
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