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2/14/2010

SANTOOR
Santoor is the flagship brand in the Wipro Consumer Care & Lighting stable and the 3rd largest brand of soap in India in the popular segment of the category. It is a soap that combines the goodness of natural ingredients - Sandal, Turmeric and natural Skin Softeners. Santoor, launched in 1985, was a result of careful targeting of the gap in the popular soap segment offerings. By running the “mistaken identity” ad campaign successfully for over two decades, Santoor captured an important aspect of consumer psychology – attracted to and demanding new promises, but for consistency when it comes brand image. The brand has tried to blend traditional skin care therapies of using turmeric and sandalwood in the Indian households and offered it to the general masses. Submitted by: It has carefully taken into account the cultural changes taking place within the mindset of the Indian woman.

Anubhav Pande (142/45)

Santoor is one the top soap brands in India. At the all-India level, Santoor Bhavna soap brand with a continues to be the third largestGaule (157/45) 7.5% value market share in the first quarter of fiscal 2009-10. Santoor is now the number Deepika Raj (172/45) one soap brand in South India (Market Share of 15.1% by value). Santoor notched up a market share of 15.1% (value terms) in South India in the Pewekar Rohan Subhash (262/45) first quarter, according to market research agency AC Nielsen’s figures. This was achieved on the back of a strong distribution network and Shikha Tomar of ‘ageless communication in rural areas. The theme(335/45) skin’, captured first in a TV advertisement 20 years back, has remained constant over the years. And the company intends to keep it that way as long as it’s bringing the right results. The main competitors of Santoor are: Lifebouy and Lux which are the top 2 soap brands, All-India wise. However, Santoor also competes with various other soap brands which fall into the category of natural soaps, such as Margo, Hamam, Medimix, Mysore Sandal, Rexona etc. The various other competitors which have emerged recently are soap brands targeted at the low-end customer segment, such as Godrej No.1, Breeze, Nima Rose etc.

SWOT Analysis of Brand Santoor

Current Target Consumers
Santoor targets women in the age group of 25- 35. The brand targets married women who generally shop for household goods like soap for the whole family. Though the brand has kept its communication message as the same over the years, it has evolved the style. The protagonists in the advertisements have constantly evolved from a shy, demure housewife to a confident and outgoing working woman. She is a woman who is shown to be a successful woman and a good mother which resonates with the upcoming trends of increase in working women in India. It also captures the aspirations of many other women in India who might not be working but handle their house and children well and want recognition and appreciation for the same. Today, there are various demographic changes taking place in the Indian market. Consumers are becoming information savvy and more demanding. There is a rise in per capita incomes and per capita consumption. There is a rise in nuclear families, especially in urban areas. Women are gaining more power in the household and working out of home. All these changes call for constant evolution of brands so as to keep up with the changing consumer preferences.

Expected changes in consumer preferences in future

Indian GDP is poised for growth in coming years (Macroeconomic forecast produced by Oxford Economics projects Indian real GDP to grow at 7.3%). Contrary to the popular belief, it will not be due to increase in population but the increase in total household consumption will be due to the increase in disposable income. Now, Santoor as a brand was positioned for low and medium income bracket women. Since it is expected that Indian households will be having higher capacity to spend, it means that the group of consumer which has been a traditional Santoor buyer is expected to shrink in size. Consumers with higher income may shift to other brands moving higher up in the value chain. Traditional customers of Santoor may shift to products like Dove, with an increase in their income. The values offered by Santoor like good smell, advantageous for skin etc will not be enough for the customers as they will look for more values out of the product. Thus, costlier soaps like Dove which provides extra value with higher moisturiser content will attract more customers despite of its higher price. The other aspect of this increase in household consumption will be the urban/rural market growth. According to Mckinsey Global Institute research, geographically urban India will account for over twothird of market growth. Since Santoor’s strength is in its rural distribution, Santoor will not be able to grow hand in hand with the economy due to its focus on rural market which will not grow at the same pace. It should be also noted that India is going to witness an increase in number of working women force. Thus, Santoor’s traditional customer segment of budget conscious housewives is expected to shrink and therefore Santoor needs to change its positioning to match the changes in Macro-Economic factors.

1. Increase in Rural demand With increase in disposable incomes, growth in rural demand is expected to increase because consumers are moving up towards premium products. However, in the recent past there has not been much change in the volume of premium soaps in proportion to economy soaps, because increase in prices has led some consumers to look for cheaper substitutes. 2. Increase in per capita consumption and expenditure Soaps is a highly penetrated category, the challenge is not so much against other brands, but to increase usage per person, especially in the rural areas. While people in rural areas bathe as frequently as those in urban, the former may not use soap with their bath. In future, it is reasonable to expect that soap usage per capita will increase. 3. Increase in brand consciousness

The markets are constantly changing due to changing consumer demands and rising awareness. Earlier, consumers down-traded for cheaper soaps and experts believed that sub-popular category of soaps will grow. However, today, the premium category has diminished as the gap in quality between premium and popular soaps has narrowed. The consumers of today want total value, i.e high quality, good brand and reasonable prices. The real challenge before FMCG companies is to chip away at the huge unorganized sector. Players need to introduce affordable products that meet the health, hygiene and safety concerns as also the aspirational needs of the Indian consumer. They can continue to leverage the positioning of the brand for younger looking skin and explore the possibilities of foraying into some other skincare categories and variants. 4. Increased usage of other variants of body cleansers There is a high possibility of an innovation in the industry which can come up with reasonably priced products such as body shower gels, body liquid soaps etc. Though there are products available in these categories, they are mostly targeted at premium segment. With rising income, the consumption of these products will increase in urban areas. Product innovations such sachets for body gels might also lure the rural population. Thus, a breakthrough in innovation might even endanger the soap industry in future and thus there is a high need for these companies to be in sync with latest R&D and diversify into other categories in time.

Maintaining Brand Relevance
With changing times, it is necessary for companies to keep their brands alive by constant innovation. 1. Innovation in brand communication Through the year, although the theme of Santoor’s advertising has remained constant, the Santoor woman has evolved. While the Indian women's mindset is evolving and breaking free from the traditional

mindset, the brand has effectively maintained its relevance with the changing consumer. The protagonist has changed from a woman at a wedding ceremony to a woman in an aerobics class. This shows how the brand has effectively maintained its relevance with the changing consumer. It is important for the brand to keep on innovating its communication style, channel etc to reach and relate to the target audience. In future, it might need to come up with new ideas for communication of the brand as number of budget conscious women decrease with growing per capita income and increasing number of working women. 2. Innovation in products The brand needs to constantly innovate its product and extend into various other related categories. Santoor has already started on this path by introducing various variants of Santoor and different types of SKUs to suit the usage pattern of different types of consumers. Santoor recently launched Santoor White with two variants along with a small SKU priced at only Rs. 5 to compete with Lux white. Santoor is also entering into new product categories such as deodorant, handwash, bodywash and talc. The company also needs to keep on reinventing the packaging, design, color etc. to keep the brand new, fresh and active.