Robb’s Desperate Struggle To Stay On Top - 2008-09-01

Ralph Tatahagata examines the dynamics and market indicators in  the pain relief ointment market in Nigeria and reveals how Robb, once the  champion of the segment, appears to be  feasting with the underdogs in that category.

Seeking temporary or sometimes permanent relief from pain has become one of the perennial desires and inquiries of mankind for far too long. In line with the quest for happiness is also the desire for a soothing balm to one's aching flesh and troubled spirit. While words and sounds are known for major relief to the multifaceted problems besetting the human spirit, relieving ointment is known for quick and temporary relief of pains in one's physical body.

 Furthermore, weather conditions like harmattan and rainy season in some tropical regions and other vagaries of one's body mechanism often have a way of triggering physical paroxysms that make the need for relief existentially inevitable. From massage therapists to chiropractors, health care practitioners to athletes (both professional and amateur); every flesh and blood human being is vulnerable to periodic and sometimes constant pain that requires instant relief. Little wonder the historical account of Tiger Balm, otherwise known as Essential Balm was linked to a legacy bequeathed by the Chinese Aw Chu Kim to his two sons on his deathbed, exacting from them their promise to make the said ointment available to all seeking relief from pain.

 Robb ointment was one of the leading brands in its category from the stable of PZ Cussons formerly known as Paterson Zochonis & Company. Since its introduction into the Nigerian pain relieving ointment market, Robb has consistently carved a niche for itself. A couple of years back, the brand celebrated its three decades of existence in the Nigerian market. After the withdrawal of one of the leaders in pain relieving ointment known as Mentholated Balm (popularly known as Mentholator), Robb assumed a market prominence that gradually increased its market share. However, the most visible leader in this category for so many has been Essential Balm.

 Essential Balm is a pain relieving ointment brand manufactured in the People's Republic of China. Ever since its introduction into the Nigerian market, the brand has grown virtually into a mythological proportion. The account being that Tiger Balm was formulated for an Emperor in China more than a century ago, by a herbalist called Aw Chu Kin. Kin was said to have left on his deathbed, as mentioned earlier, exacting from them their promise to make the ointment available to all seeking relief from pain. And they kept their promise. Whether this account is a fact or fiction, a myth or a reality, Essential Balm has taken a sizeable portion of the relieving ointment market in Nigeria long before Robb began to gain a fair share.

 Vilicin Balm, Loco Balm, Aboniki Balm among others remain competitors in the market as well. While Loco and Aboniki Balm were confirmed to be contending neck to neck with the age old Essential Balm, Vilicin was found during the same market survey to have left Robb in the dust in the ensuring market race.

 Vilicin Balm is a pain relieving brand of ointment from the stable of Daily Need Industries Nigeria limited. Since its introduction into the Nigeria market, the brand has positioned itself as a strong contender of Robb at least in terms of slight mildness when applied on the skin. By the same token, Loco Balm and Aboniki Balm could be seen as major contenders with Essential Balm given their grave brand positioning as quick medical analgesics for acute inflammatory and rheumatic pains.

 For minor cases of cold, catarrh, feverish conditions among other slight and sudden physical aches, it was discovered that consumers' preference gravitated, in the main, toward Robb before the aggressive contention and overtaking of Robb  by Vilicin Balm.

 M2 market research authoritatively reveals that the market curve points Robb pain relieving ointment drifting in the downward trend. Given the perishing and sickening weather condition (August break/rainy season) in many parts of the country at the moment, a condition that increases the sales of pain relieving balm in both urban and rural areas, consumers as well as retailers and distributors were sufficiently surveyed.

 At a major distributing outlet in Ashagbo market, Lagos Island, a multi million distributor who identified himself as Mr. Donatus Omeh named in his considered estimation the leaders and followers in pain relieving ointment market. “As far as I know, the market for quite sometime has changed in remarkable ways. At least I have been in this business for a little more than 15 years. There was a time Robb and Essential Balm were leading in the market. But the story appears not to be the same today as you have witnessed for the moment you spent here. The market demand is highly favourable to Aboniki and Vilicin Balm than Robb,” he said. Further effort to ascertain the market indices that validate his statement confirmed that while Essential Balm still fairly scoops its market share, Robb's market share has dwindled to a mere trickle. “As a matter of fact, Essential Balm is still doing well if our retailers' demand is anything to go by. But the demand for Robb is very low. I can't really tell you the reason since I am just a distributor and not the customers that dictate demand,” he stated.

At the same time, a big retailer who came from the Northern part of the country equally stated that there is high demand for Aboniki and Vilicin Balm over there. “Our customers request Aboniki and Vilicin Balm more than others. Although they still ask for Tiger Balm. But Aboniki and Vilicin are moving market very well. As for Robb, very few customers ask for it,” said Mr. Chikwendu, a business man.

 Every attempt made to verify how PZ, the makers of Robb is managing the plummeting brand hit the brick wall. Mrs. Wande Oluwasegunfunmi, the brand manager for personal care who was contacted through phone asked M2 to come over for comments on the brand. To the utmost consternation of M2, the said Oluwasegunfunmi quarantined herself from the press at the moment of arrival. Meanwhile the young man who posed as a stalking horse, conspicuously failed in his duty as a proxy to sufficiently represent neither Robb nor PZ as a corporate brand.

 Mr. Sola Adeyi of Daily Need Group was contacted to comment on Vilicin Balm and he had this to say. “One of the secrets of our success is that we don't compromise quality. We also try as much as possible to be there all the time for our customers and distributors. We can go to any length in terms of distribution no matter what it might cause us so long as our customers are satisfied. Ensuring that our products are gracefully present at the right outlets is our watchword,” he enthused.

 Whichever direction the market curve might be pointing at the moment, what experts think is important in market trend is not what a winning brand is currently doing to win. But what is it not doing that needs to be done in order to join the team of winners? Despite the foregoing market tussle that has ruthlessly relegated Robb to the camp of brand underdogs, the former champion can still rise if it is not complacent with the monumental downfall.