Enterprise: 3M
Brand analysis: # 533 Indian wound care market is dominated by Mark plaster by Johnson & Johnson. This category is created and owned by bandage and plaster has a generic status in this category. Brands such as Dettol before tried to enter this category without much success.
In this market is that 3M has launched its brand Nexcare. NEXCARE subtly has been launched in the Indian market without many promotions above the line. What needs to be measured is traction Nexcare has interms of the scope of the distribution. NEXCARE is now very well promoted in the majority of medical sales points. What makes outstanding Nexcare of the market leader? The main USP of Nexcare is licensed by brand and form factor. NEXCARE has a unique diamond-shaped form factor. According to micro-site of the brand, the form provides a 360-degree protection and makes it more resistant to water.The whole package of the brand emphasizes the shape of the diamond to convey the unique form factor.Another differentiator is through the launching of brands, bandages for children licensed as Barbie, Hot Wheels etc., that 3 M has positioned itself to these bands as tattoo bands who appeal instantly to the children. Infact my daughter bothered me in the purchase of a tattoo Barbie. 
Be waterproof and have a uniquely are not very sustainable brand attributes. Any competition can copy these attributes. However, Nexcare effectively settled in the market using this USP.Another success of the 3M is that the brand has not restricted to wound care, but has expanded its reach to skin care. Under skin care range, the brand has launched the pads of skin care in its portfolio.
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