taking brands to the next level
Moov (Pharma & Cosmetics)
Repositioning & Brand Turnaround of Moov
MOOV sells over 2.3 cr. tubes annually and is currently a 90 cr. brand and has become one of the leading brands in the category displacing Iodex from its pedestal
How we got here?
All brands in the category (including MOOV) were multi-purpose and were targeted at men.
Multiple Brands claiming multiple benefits, with Iodex being the leader.
Growth was stagnating with no unique positioning for Moov
Moov was targeted at the Woman WHO IS THE BACK BONE of the family.
Her self image “I am not being the ideal”.
Mom/wife / daughter-in-law, if I am not ‘serving‘ my family well.
The Back Ache Specialist
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