The consumer of today are vigilant
when it comes to baby care. They are ready to devote their time and effort to buy
the best for their babies. This shift in consumer behaviour resulted in a surge
of companies in the baby care segment. J & J was the undisputed leader in
the baby care segment for years. Of late mothers and expecting mothers started thoughtful
about their figure and subsequently product search also increased.
Retail giant Me n Moms launched
its Mee Mee range of mother and baby care products in 2006. Since its
inception, Mee Mee has been the pioneer of several trends in the parenting
segment to ensure that more and more Indian mothers and their babies can
experience the Joy of Parenting. They have the whole array of baby care
products which includes Baby Bath time, Baby Bed Time, Baby Care, Baby Dress Up
Time, Baby Play Time, Furniture & Travel, Nursing & Feeding. Thus it
caters to the different occasions of the baby’s life (read mostly daily life). These
products are also segmented based on demography i.e. age. Mee Mee products are
available for age group 0 – 7 years which is different from competition. Yet
another segment they cater to is the mother care viz. For Moms.
The inflection point to me is
that no brand delivers this variety in baby care and mother care segment. Even
though Mee Mee tells it is a premium offering, the pricing is par with
competition. Recently Himalaya launched "Himalaya for Moms"
but the product range never matches with Mee Mee.
Since the baby and mother care
segment is growing multi- fold, coupled with the absence of entry barriers more
new players may follow the path of Mee Mee and try to catch a pie of the
segment.
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