JL Morison will relaunch its not-so-successful brand Baby Dreams. The brand has been in the market for almost a year, but has not been able to move rapidly from shelves.
“There has been poor offtake of the baby-care range and we are re-looking at this brand in our portfolio. We have managed less than one crore turnover for the brand in the past six months,” said, Bipin M Vengsarkar, executive director, JL Morison.
With consumers facing difficulties in adapting to the new brand, the company also blames its mass media strategy for not being a success.
Vengsarkar added, “In spite of there being good distribution for the brand, retailers were getting impatient to get returns and this made them switch to the more established brands. Even the mass media strategy did not work out for the brand.”
The brand will have a new range of products. The company will do away with its present distribution network and will approach doctors to promote the products, which will be sold through direct sales route now.