But your flagship brand is ‘Walk On’ and you have been promoting this brand a lot. Why haven’t you promoted ‘Resq” to that extent?
Walk on was created with the intention of a dual solution. Most of the pain killers for knee-related pain were also synonymous to acidity. So whenever a doctor suggested a painkiller, it had to be accompanied by an antacid. But Walk On was the only tablet available in the market that came with a dual solution and hence the brand became very popular. We thought it good to invest in the promotion of Walk On as we would get adequate returns on our investment. Till now, we haven’t received much of response from Resq and we don’t think it’s the right time to advertise.
Broadly, how are your products different from others in the market?
We focus a lot on R&D and we have tied up with Jadavpur University that supports us with our exclusive research. We also sponsor two fellowships in the same university, which ensures that we have the right talent doing our research. Moreover, our products are based on nature with no side effects.
What are your plans for a pan-India presence?
We are available in many leading retail stores and by the end of August, we will enter two southern states. But initially, we won’t do an exclusive tie up as it limits us to those cities where that retailer is present. So we would be going on a pan India basis but not by blindly depending on any retailers.
Walk on was created with the intention of a dual solution. Most of the pain killers for knee-related pain were also synonymous to acidity. So whenever a doctor suggested a painkiller, it had to be accompanied by an antacid. But Walk On was the only tablet available in the market that came with a dual solution and hence the brand became very popular. We thought it good to invest in the promotion of Walk On as we would get adequate returns on our investment. Till now, we haven’t received much of response from Resq and we don’t think it’s the right time to advertise.
Broadly, how are your products different from others in the market?
We focus a lot on R&D and we have tied up with Jadavpur University that supports us with our exclusive research. We also sponsor two fellowships in the same university, which ensures that we have the right talent doing our research. Moreover, our products are based on nature with no side effects.
What are your plans for a pan-India presence?
We are available in many leading retail stores and by the end of August, we will enter two southern states. But initially, we won’t do an exclusive tie up as it limits us to those cities where that retailer is present. So we would be going on a pan India basis but not by blindly depending on any retailers.
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Source : IIPM Editorial, 2011.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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