[OVERVIEW OF BRAND ARCHITECTURE]

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4/13/12

NAVRATNA OIL: BRAND OUTLOOKEMAMI Ltd. Largest brand of

2010 saw a 25% volume growth driving 30% revenue growth 15-20% growth momentum can be sustained on the back of new variants launched with aggressive promotions in North India Market size of Rs. 5507 mn ($117 mn) Market leader with 48% market share Rated as one of the most trusted brands by ORG Marg Commissioned some of the most 4/13/12
Source: KRC

POSITIONING OF NAVRATNA OIL BRAND

COOLING is the core equity of the brand With the induction of AMITABH BACHHAN as endorser of the brand NAVRATNA OIL saw a major shift in communication as a stress buster
Navratna tel ki maalish se neend aa gayi Navratna tel lagaiye , sardard tension dur bhagiye

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POSITIONING OF NAVRATNA OIL BRAND it as a unique blend of 9 herbs Packaging promotes

with multiple benefits prevent premature hair fall granting sound sleep Homogenous Preference Benefit: COOLING EFFECT aids to increase memory

Eliminates tiredness

Clustered Preference Benefit application on minor cuts and burns 4/13/12

relieving headache

BRAND SEGMENTATION:

TARGET GROUP: 18+ SEC A.B.C.D ; SEC R1-R4 Initially brand was targeted for predominantly male Key issue : unable to tap the female consumer market To rectify that NRO has recently launched an ad with housewives

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Brand setbacks were mainly faced in UP & BIHAR where HIMGANGE ruled the market owing to its heavy margins HIMGANGE offered cumulative margins of 40% whereas NAVRATNA was able to offer just 18% The target population there also found HIMGANGE to be more effective
LAUNCH OF NAVRATNA EXTRA THANDA OIL

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NAVRATNA EXTRA THANDA Navratna as a brand with the top class brand ambassadors had a huge awareness all over India

HIMGANGE Not being a huge brand himgange could not afford to spend on media and totally relied on distribution and word of mouth Prices & margins remained the same , so no scope for comparison remains

Competitor pricing strategy was followed

Endorser: Amitabh Bacchan a Upiite Superior feel and packaging Excellent availability

Low packaging and feel led himgange to lose its market share to NRXT

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MARKET GAP

Cool oils are just 15% of the total hair oil category
Normal hair oil users do not KEY prefer the ISSUE strong fragrance & stickiness of NAVRATNA LITE OIL launched with a mild fragrance and cool oils non stickiness

TG: 25+ ALL SECs predominantly females

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Steep fall in sales in 4QFY10 can mainly be accounted to high sales during 4QFY09(the company reintroduced the Re.1 sachet). Growth targets are set to rise by 1QFY11 4/13/12 Source:IIFL

BRANDS

SKU 3ml 50ml 100ml 200ml 500ml 3.5ml 100ml 200ml 100ml 200ml 400ml 100ml 200ml 400ml 50ml 100ml 200ml 500ml 200ml 400ml 100ml 200ml 400ml 3.5ml 50ml 100ml 200ml 500ml

MRP 1 25 47 78 175 1 48 88 48 88 145 48 85 155 25 47 88 195 72 150 30 50 150 1 25 45 80 175

HIMGANGE

BANPHOOL

HIMTAJ

HIM RAHAT COMPETITOR SNAPSHOT RAHAT ROOH

HIMANAND BHIMSAR

DULHAN

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NAVRATNA TODAY

Cool oil category is growing at 10-15% on an annual basis Target of over 19% growth for NAVRATNA OIL for 2010-11 fiscal Focus on strengthening and popularisng NAVRATNA LITE OIL & NAVRATNA COOL TALC Re 1-sachet of Navratna oil, aimed at semi-urban and rural markets, contributes around 30 per cent of total sales of Navratna Oil products

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BOROPLUS BRAND PORTFOLIO

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BOROPLUS ANTISEPTIC CREAM: BRAND OVERVIEW

Established in 1984 Market size of Rs. 2694 mn ($57 mn)

Leader in the antiseptic cream market with a 74% share Largest selling antiseptic cream not only in India but also in Ukraine, Russia and Nepal Sales grew by 15% in FY 10 Growing at CAGR of 18% in last 5 years

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MARKET SNAPSHOT
BORO segment is a 269 crore market of which 169 crores is dominated by BOROPLUS Major competitor BOROLINE dominates 69 crores of the total pie Target consumer 18+ SEC: B,C,D,E (urban) SEC: R1 R4 (rural) UP , MP , Chhattisgarh , Rajasthan , Bihar , Orissa West Bengal ; mostly dominated by BOROLINE
Source: interview with boroplus

Urba n India (35% )

Rura l Indi a (75 %)

KEY MARKETS WEAKEST MARKET 4/13/12

BRAND POSITIONING
Branded as Himani Boroplus to align it with the ayurveda lineage The equity of BoroPlus is rooted in antiseptic Brand building on its strengths

Antiseptic: Anti germ Keeps skin Hygienic and clean Herbal Problem solution (for cuts & burns)

Positioned Boro Plus AC as Your Personal First-Aid box.

Re-position the other Boro Plus offerings on the 4/13/12 platform Dedicated Skin Care

BRAND POSITIONING
Need gap

Despite being a power brand, Boroplus was not present in the categories that had become popular

market offerings to niche segment i.e. Teens in this case With rising per capita incomes , BOROPLUS decided to upgrade its consumers to new offerings with 2 new launches in 2010 EXTENSION OF BRAND EQUITY TO OTHER CATEGORIES Healthy & fair winterness cream Moisturizing + protection + Intensive skin therapy fairness nourishing knees, elbows and 4/13/12 ankles

BRAND STRATEGY
TAPPIN G THE GAP research had revealed that there was a need for a low unit product (LUP) in the antiseptic category TRIGERRI AFFORDAB NG LE PRICE IMPULSE POINT PURCHAS Boroline s distribution was strong only in west bengal E in key areas like Kolkata Gap was there in distribution to the rural areas

Emami launched the 8 gm variant of Boroplus priced at Rs 5 in October 2002 GAP IDENTIFICATI ON

Boroplus from 2003 started a surge in its rural marketing : Decorated vans have been travelling from village to village in Uttar Pradesh, Madhya Pradesh and West Bengal selling & promoting the brand 4/13/12

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BRAND SNAPSHOT

Winter care is a Rs 8 bn segment consisting of creams , lotions & petroleum jelly Accelerated turnover for Boroplus winter lotion from Rs.8.5 Crore (2007-2008) to Rs.14 Crore (09-10) Launched in october 2006 Boroplus as a brand was growing at 14% ; hence the objective was to increase 4/13/12 its penetration by Source: saket govind. Former brand executive ,

BRAND S

VARIANTS triple vitamin PONDS moisturising lotion moisturising fresh lotion UV protection lotion NIVEA moisturising body lotion AYUR herbal moisturizer vaseline total moisturizer VASELI NE vaseline white vaseline pink vaseline green LAKME lakme peach milk gulabari moisurizing lotion lavang moisturiser VLCC honey moisturiser

SKU 100 ml 300 ml 75 ml 250 ml 75 ml 250 ml 400 ml 100 ml 200 ml 100 ml 100 ml 300 ml 100 ml 100 ml 400 ml 120 ml 50 ml 100 ml 200 ml 100 ml 200 ml

MRP 45 99 74 198 84 179 249 40 75 45 45 110 60 49 160 125 20 115 205 170 275 145 5

SCHEMES 50 gm ponds face wash free buy 2 @99 rs and get 1 free alongwith vaseline 25g( modern trade offer) dove soap 30g free(retail offer) pears pure 80 gm soap Rs 25 off

DABUR

GARNIE body coccon moisturiser R lotion 250 ml 4/13/12 6 ml BOROP

BRAND POSITIONING
BRANDS PONDS SPECIFICATIONS Glycerin , triple vitamin REASON TO BELIEVE EMOTIONAL CONNNECT Triple vitamin Woman needs to B,C,E gives a glowbe beautiful to skin Healthy skin ; happy skin

VASELINE

Glycerin , retinol , Total protection grape seed for 24 hours extracts , soya,oat protein Glycerin , badam ,2 X softer and saffron , milk silkier skin cream

BOROPLUS

Testimonials from men: soft skin to drive your man crazy

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BOROPLUS PRICKLY HEAT POWDER BRAND SNAPSHOT

Brand extension of the FLAGSHIP BRAND boroplus Launched in 1992 The PHP category is a specialized category valued at more than Rs.240 crore PHP segment contributes about 20% to the total talcum market in India

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BRAND SNAPSHOT
MARKET VALUE AT Rs 180 crores MARKET Grew by 34% in FY10 GROWTH Grown at a CAGR of 13% in Last 3 years

Aag bujha de thandak la de

Target consumer

AGE :1544 SEC : A,B,C

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BRAND POSITIONING
Cooling thus emerged as the major differentiator for the new brand Key distinguishers of the launch communication: Consumer insight : consumers desire a sensation of cooling to Migrate the feeling of burning & pricking caused by prickly heat

By highlighting the acute burning sensation suffered during an attack of prickly heat By creatively exploiting the instant and unique cooling sensation that BPPHP provides for

relief BPPHP quickly garnered 4 % of the total market share and became the 3rd largest in the category after NYCIL & DERMI COOL

RESULT S:

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TACKLING COMPETITION
The then only competition present was dermi cool KEY ISSUE: Customer conversion from dermicool To BPPHP very low Boroplus in its launch offer gave a 1+1 scheme & continued with that offer till 2007

However, Nycil & DermiCool were perceived to be delivering better than BPPHP on relief from pricking / burning and itching / scratching BPPHP changed their REASON TO BELIEVE from cooling To INSTANT RELIEF WITHIN 10 SECONDS

To get further Conversions

To increase market share the company perceived customer benefits ; absorption of sweat 4/13/12 with fragrance , relief from prickly sensation remaining the core equity

TACKLING COMPETITION

market share in % (end 200

Diversifying their portfolio Launch of 2 new non ice

variants : FRENCH SANDAL & FRENCH LAVENDER

Results End 2001

BPPHP s share remained stagnant despite new launches and the 1+1 free scheme

Company research showed that customers perceived the 1+1 offer to be low class brand image Sales of non-ice category was also dropping since to the users PHP category had become synonymous with cooling

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COMPETITOR SNAPSHOT
BRANDS VARIANTS SKU excel NYCIL deo fresh lavender regular DERMI COOL sandal lime 150 gm 150 gm 150 gm 150 gm 150 gm 150 gm MRP EMOTIONAL CONNECT 58 child emerging as winner 58 husband-wife connect 58 57 60 57 60 sweltering heat dermi cool's coolness equal to freshness

cucumber 150 4/13/12 slice gm

BRAND COMMUNICATION POST 2007 2008 saw 1+1 free scheme

being taken off from the market and Rs. 7 price off schemes were launched on the icy cool variants To trigger impulse purchase , a 20 gm variant of the icy cool powder was launched

4/13/12 REASON

TO BELIEVE

BIRTH OF THE BRAND

With not-so-good sales turnover of BPPHP , the company thought of diversifying in the talc category under its flagship brand NAVRATNA
To introduce the idea of coolness along with sweat absorption & Fragrant deo properties

KEY IDEA :

Year 2006 saw the launch of NAVRATNA COOL TALC Emami banked on the fact that navratna being a market leader will attract that segment of customers towards this product

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BRAND HIGHLIGHTS 200910

The brand registered an astounding growth of over 100% An extensive all-India TV campaign with commercials of Shahrukh Khan and Mahesh Babu for A.P. was launched in April 2009 commercial launched in Tamil Nadu featuring superstar Surya in March 2010 launch of a new `Sandal' variant in Maharashtra and the southern states of A.P., Tamil Nadu, Karnataka and 4/13/12 Kerala

Talcum powder is a Rs 6 bn category NRCT sales crossed Rs 500mn in FY10 registering 80% growth YoY HUL is the major competitor having 65% share but has not renovated in the recent past Another large player is 4/13/12 Johnson & Johnson with

MARKET SHARE (%)

NRCT HAS AROUND 20% SHARE IN THE PHP CATEGORY WHERE ITS MAJOR OMPETITOR IS DERMICOOL

Duniya ka sabse chota AC FILLING THE NEED GAP

BRAND POSITIONING
A offering what the body really craves for in the sweltering heat - icy cool breeze, a long lasting freshness and the feel of a slight drizzle

The cool talc category was the first of its kind in the market & cooling factor is the Core equity and differentiating factor for this brand The brand banks heavily on the success of its flagship product Navratna oil and the Launch aim was to get the thanda oil users to use this product By 2006 end the brand had given a YoY growth of 20% and was a 10 cr. brand 4/13/12

NRCTs launch saw a revamp in the packaging of NRO & promotion of the NRCT through navratna oil packs

BRAND POSITIONING
Duniya ka sabse chota AC Southern states like AP , Tamil Nadu and western states like Maharashtra prefer the application of sandal after bath as sandal is believed to have a cooling effect on the body & keeps the mind relieved With this in mind Emami has launched a navratna cool sandal talc And positioned it as coolness with the goodness of sandal

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COMPETITOR SNAPSHOT
BRANDS SKU 100 gm magic 400 gm 100 gm sandal 300 gm PONDS 100 orange gm extract 400 gm 20 gm 100 dreamflower gm 400 gm 100 musk talc gm 100 NIVEA gm 4/13/12 pure talc 400 VARIANTS MRP 36 97 40 93 36 97 5 36 95 39 39 smell drive the men crazy EMOTIONAL CONNECT

BRAND DIFFERENTIATION

Market leaders like PONDS were connecting to the customers with khushboo jo deewana bana de Emami in order to gain further market share in 2007 launched a new variant NAVRATNA COOL TALC 24 hrs ACTIVE
Cooling + freshness + fragrance The talcum powder industry growth in India has been stagnant now

DEO CORE

EQUITY

KEY ISSUE

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With the huge penetration of deodorants , customers are slowly upgrading themselves and warming up to the use of deodorants to battle odor

RUBEFACIENT CATEGORY SNAPSHOT

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HIMANI FAST RELIEF

Market share increased from 11% to 13% Grew by 6% in FY10. However, the Brand has grown at a CAGR of 20% in last 5 years. Brand revamped with enhanced formulation in new packaging as Himani Fast Relief ultra fast formula New TVCs got wide appreciation and won 3 awards, including Silvers for Best film and best direction and Bronze for Music in Goa Fest 2009 4/13/12
Source: annual report

COMPETITION

4/13/12

Source: prateek kanodia IBS HYDERABAD,

MARKET SHARE(%)
Despite growth , HFR has still a very low market share in the rubificient category Himani Fast Relief currently has a single ointment form product for pain relief solutions available in different sizes. The competitors in the pain relief category have different forms of products available such as Sprays and Gels HFRs presence across all pain relief verticals is lacking KEY MARKETS: BIHAR , MAHARASHTRA , MP , UP To capture market share of IODEX , The 10 gm SKU was launched in 2008

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PRO DUC T

HIMANI FAST RELIEF

MOOV

IODEX

VOLINI

Ayurvedic Ayurvedic Pain Pain Relief Specialist Concept Ointment Pudina ka Oil of Phool wintergreen Composition Gaultheria ka Pudina ka Tel Kapoor Phool Nilgiri ka Tel Nilgiri ka Tel Tarpin ka Tel Tarpin ka Tel Ointment base Waxes, Color & Oils

Ayurvedic Pain Pain Reliever Balm Gel Oil of wintergreen Pudina ka Phool Nilgiri ka Tel Tarpin ka Tel Lavang ka Tel Linseed Oil Diclofenac Sodium Methyl Salicylate Menthol Gel Based

Sizes Available

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2 gm 5 gm 10 gm 15 gm 25 gm 50 gm

Ointment:5 gm 15 gm 25 gm 50 gm Spray: 35 ml, 80 ml

Balm: 10 gm, 20 gm, 50gm Power Cream: 5gm, 10gm

Gel: 15gm, 30gm, 50gm Spray: 35ml, 55ml

COMPETITION
OINTMENT GE L SPR AY

LINE EXTNSION

HFR in July 2010 , came up with a non sticky product formulation fast relief MAX but was still unable to cater across KEY the Lack of differentiation with its competitors in categories 4/13/12 ISSUE presence across all forms/categories

GROWING WITH CONSUMER CONNECT

Rubificient is a category across which product formulations and the feel more or less remains the same
Trade schemes advertiseme nts

CONSUME R ATTENTIO N

While other brands harp upon their reason to believe as relief from pain HFR projects a unique concept of man becoming a machine & hence the usage of the product to keep the machine going

You are in pain You work & work like a machine More 4/13/12 rational

You cannot work

Use XYZ product & you are free from pain Use HFR to cope with increasing pressure

You break down in pain More emotional connect

NEW PRODUCT LAUNCHES

CATEGORY SIZE: Petroleum jelly has a market share of Rs. 264 crore

HULs Vaseline has a virtual The brand owing to its monopoly in the petroleum jelly monopoly had not renovated segment with annual sales of Rs in years 1.2 bn October 2008 added a new competitor to the segment

EMAMI VASOCARE PETROLEUM JELLY Sales in FY10 : Rs 70m-80m , registering a 100% growth in 4/13/12 volume in sales YoY

HUL VASELINE CONCEPT

EMAMI VASOCARE

for dry, chapped lips ; cuts for dry, chapped lips ; cuts & burns & burns 100% petroleum jelly Petroleum jelly Aloe vera Chamomile tulsi 8 gm ; 25 gm ; 50 gm

COMPOSITION

SIZES

8 gm ; 25 gm ; 50 gm ; 100 gm Taking care of your skin

POSITIONING

Herbal ingredients make vasocare five times more effective in healing and lubricating

Usage of herbal ingredients

KEY DIFFERENTIATIN G FACTOR

Distinct green colour of the petroleum jelly gives it an ayurvedic feel

Pleasant fragrance enhances usage experience The brand is marketed to a wide VASOCARES RTB: 5 X more demographic, while emphasizing 4/13/12 effective

EMAMI PURE SKIN GLYCERINE BAR

Launched in 2008 in line with the winter season

Glycerine soap category is a Rs 4 billion segment

Sales in FY-10 : Rs 40m-50m

FOCUS MARKE TS AP , WB , Gujarat , Kerala ,Maharashtra, Orissa TARGET GROUP: 18-35 years SEC A1, A2, B1, B2 4/13/12

BRAND POSITIONING & ESSENCE

Fruity fragrance and undertone smell Superb transparency available in 3 mood uplifting fragrances Swiss apple & almond Saffron &turmeric Olive & aloe vera The brand points out on contemporariness with its DO THE GLISS campaign

4/13/12

BRANDS

VARIANTS SWISS APPLE & ALMOND

SKU 75 gm, 45 gm 125 gm

MRP

Pricing of pure skin is at par with Various promotions pears offers from competitors like santoor has a 1+1 free scheme

PURE SKIN

SAFFRON & TURMERIC OLIVE & ALOE VERA

27,16

40 26 13 27 27 29 32 32 16 30 30 18

PURE & GENTLE PEARS GERM SHIELD OIL CLEAR SANTOOR SAVLON CHASME GENTLE MOISTURISING NATURAL MOISTURISING MILD DEW VIVEL CLEAR SPRINGS CREAM WITH GLYCERINE

80gm 45gm 80gm 80gm 125gm 125gm 125gm 100gm 115gm 115gm 100gm

Pure skin is coupling itself with its flagship brand to get the boroplus user segment to use this soap

Competitors other than pears are resorting to market 4/13/12 penetration strategy

BRAND POSITIONING
POSITIONING SANTOO R PEARS VIVEL PURE SKIN CHASME ,SONALI younger skin innocence moisturisation with protection YOUTH "do the gliss" beauty DIFFERENTIATION sandal+glycerine pure glycerine milk cream+glycerine glycerine , swiss apple , aloe vera, olives pure glycerine EMOTIONAL CONNECT father-daughter-mother equation mother-daughter equation no tvc as of yet , prints show milk cream to lock moisture in body be young no tvc's ; hoardings just have a picture of beautiful woman

Pure skin as mainly concentrated itself on the fragrance factor and usage of natural ingredients Pears on the other hand has varied itself across various benefit points: 4/13/12 OIL CONTROL

COMPETIT ION BRAND

Hand wash PEAR S

EXTENSIONS Face wash Shower gel

SANTO OR

deodran ts

PURE SKIN 4/13/12

Since newly launched , its absent in all these categories ; pure skin could bank On its fruity fragrance & natural ingredients to expand in these categories