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1

Vision FY 23

To be the most desired brand in ‘Wellness’ arena by


becoming #1 in India and #5 Globally in next 5 years,
by creating wins at all the three moments of truth
2
Agenda
Global Sexual Wellness

India Sexual Wellness

KamaSutra in Present Day Context

Strategic Framework

3
Agenda
Global Sexual Wellness

India Sexual Wellness

KamaSutra in Present Day Context

Strategic Framework

4
Global – Sexual Wellness ( $ 40 Bn+ Industry )
Dildos, vibrators, dolls, games,
Sex Toys $ 20.8 Bn cock rings, jingle balls and
bondage gear

Condoms ($ 6.0 Bn), OC pills,


Sexual Wellness

Contraceptives $ 16.0 Bn IUDs, sterilization, vaginal


implant, injectables

Water-based, gel-based, oil-


Lubricants / Massage $ 2.0 Bn based, silicone-based

Pregnancy tests / Others

Exotic, Upper innerwear, lower


Total Lingerie $ 28.5 Bn innerwear, shapewear, others
5
Global offerings

6
Global offerings

7
KamaSutra Europe

8
Global – Contraceptive usage ( Women 15-49 years )
80
Other Methods
70
Rhythm & Withdrawal
60 10
12
9 Male Condom
7
50 16 Details
IUD
40 Condom Units 26.5 Bn
Implant
3 Earth’s Population 7.4 Bn
30
Injectable
2
Per capita Usage 3.5 / year
20 Pill

10 Male Sterilization

0 Female Sterilization
World Least Africa Asia Europe Latin North
Developed America America
Countries

* Source : UN Dept of Economic & Social Affairs, 2015 9


Worldwide Condom Market
12.0 50.0
Value ( US $ Bn ) Volume ( Bn Units ) 44.7
9.6 40.6
10.0
8.7
40.0 36.9
8.0 33.7
8.0 7.4 31.0
6.8 30.0 28.6
6.4 25.5
6.0
6.0
20.0
4.0

10.0
2.0

0.0 0.0
2015 2016 2017 2018 2019 2020 2021 2015 2016 2017 2018 2019 2020 2021

KamaSutra Details
Registration 93 countries
Registration Pending 32 countries
* Source : Beige Analysis 10
Global condom market
Market Size Geography Material

Latex: 25.18 Bn units


2015: $ 5.96 Bn APAC: $ 2.03 Bn
Non-Latex:
2018: $ 7.35 Bn EMEA: $ 1.43 Bn
Polyurethane: 0.85 Bn units
2021: $ 9.55 Bn North America: $ 1.85 Bn
Polyisoprene: 0.37 Bn units
CAGR: 8.15% (2016-2021) Latin America: $ 0.66 Bn
Others: 0.10 Bn units
M (99.6%), F(0.4%)
* Source : Beige Analysis 11
Global condom market
Market Trends Market Drivers Market Restraints

• Increased availability and • Introduction of innovative • Lack of awareness in


affordability of condom distribution channels underdeveloped and
contraceptives • Comprehensive sex education developing countries
• Innovation in condom design for teenagers • Availability of substitutes
and luxury packaging • Increased effectiveness of • Counterfeit condom products
• Rise in non-latex products family planning mandates and
• Brand positioning and birth control measures
marketing strategies
* Source : Beige Analysis 12
Market challenges
Country Sex / Hygiene education

Egypt 12 - 14 year +

Europe Sex education in schools

France 30 - 40 Hrs course in 8-9


standard
Japan Mandatory classes from age 10

New Zealand 1 - 10 Grade

Sri Lanka 17 - 19 Age group

USA 5 - 12 Grade
STD Cases Per Population
Indonesia, Malaysia, Advanced and systematic sex
1975 86 1,00,000 Thailand, South Korea education program

2015 882 1,00,000


India, China Limited programs but robust
AIDS control programs
* Source : UN Dept of Economic & Social Affairs, 2015 13
Segmentation
Female
0.4% Latex
• Easy to manufacture
• Economical than non-latex alternatives

Polyisoprene
• Produced from Hevea tree’s sap & petroleum by-products. Softer than latex
• Expensive due to a high RM costs and manufacturing technology
Male
99.6% Polyurethane
Non-
• Petroleum-derived material for applications requiring thinner barrier
Latex • 6−10 times more expensive than latex products. Used for luxury condoms
5%
Nitrile
• Usage due to its strength and thinner structure
• Mostly used for female condoms. More expensive than latex condoms

Lambskin
Latex • Actually refers to the internal membrane layer of the sheep’s intestine
95% • Non-allergic nature. Porous and permeable so low usage
* Source : Beige Analysis 14
Volume Segmentation by Geography
Latin
America
Billion
11% APAC 2015 2016 2017 2018 2019 2020 2021
units
33%
APAC 8.7 9.5 10.5 11.5 12.7 14.1 15.6

EMEA 7.2 7.8 8.4 9.3 10.2 11.4 12.8


EMEA
27%
North
7.7 8.2 8.7 9.4 10.1 10.9 11.8
America

Latin
2.9 3.1 3.4 3.6 3.9 4.2 4.6
North America
America
29%

* Source : Beige Analysis 15


Volume Segmentation by Geography

Canada
10%
Others
23% China Others
Africa Eurpoe
39% 41%
Australia 48% 42% Brazil
13% 59%

Japan US
12% India 90%
13%
Middle
East
10%

APAC 2015 EMEA 2015 N America 2015 Latam 2015


Population 4.4 Bn Population 2.2 Bn Population 0.3 Bn Population 0.6 Bn
Condom Units 8.7 Bn Condom Units 7.2 Bn Condom Units 7.7 Bn Condom Units 2.9 Bn
Sales $ 2.03 Bn Sales $ 1.4 Bn Sales $ 1.8 Bn Sales $ 0.6 Bn
Incentivised 30% * Source : Beige Analysis 16
Channel breakup
Global Condom Market

Retail Online

Specialty Mass market Grocery


Drug stores
stores players stores Amazon, Adam &
Eve online stores,
Walmart.com,
Pharmacies / Kmart.com,
Supermarkets and Independent CVS.com, eBay,
Independent chains selling SW
hypermarkets. retail stores sell Alibaba
exclusive Sexual products. Boots,
Walmart, condoms and
Wellness stores Superdrug,
Carrefour, Tesco accessories
LloydsPharmacy

* Source : Beige Analysis 17


Global Condom Market by Channels 2017

* Source : Beige Analysis 18


Porters five force model
Threat of new
entry

Bargaining Bargaining
Industry
power of power of
rivalry
suppliers buyers

Threat of
substitutes

19
Porters five force model
Threat of New Entrants
Threat of entry
This threat is MODERATE

Condom manufacturing requires


economies of scale in order to
Bargaining Bargaining achieve competitive pricing
Industry
power of power of
rivalry A plant costs about US$8−12
suppliers buyers
million depending on the location
and capacity. New entrants need
to purchases expensive machinery
for perfectly finished condoms

Threat of Products have to adhere to testing


substitutes standards & quality expectations
mandated
20
Porters five force model
Bargaining Power of
Threat of entry
Suppliers

The bargaining power of suppliers


is LOW

Bargaining Bargaining The condom industry uses raw


Industry materials such as latex and simple
power of power of
rivalry chemicals for manufacturing. No
suppliers buyers
special packaging material, usage
of simple materials such as plastic,
foil and cardboard

Most materials are widely


Threat of available and often sourced
substitutes cheap, due to a large supplier
base and low cost of switching
21
Porters five force model
Bargaining power of buyers
Threat of entry
The bargaining power of buyers is
MODERATE

Condoms becoming accessible to


Bargaining Bargaining a wider section of population,
Industry driven by distribution efforts of
power of power of
rivalry governments and missionaries
suppliers buyers
Bargaining power is often high in
developed economies due to wide
availability of choices, the same is
not the case in underdeveloped
Threat of economies on account of costlier
substitutes substitutes and an indispensable
need (as in Africa)
22
Porters five force model
Threat of Substitutes
Threat of entry
Substitute threat is HIGH

Condoms have to compete with


many of their contraceptive
Bargaining Bargaining substitutes such as pills, IUDs,
Industry contraceptives, sterilization,
power of power of
rivalry implants, contraceptive patches,
suppliers buyers
vaginal ring, withdrawal method

The preference for substitute


depends upon the economic and
social strata of the couple in
Threat of addition to the availability of the
substitutes said contraceptive

23
Porters five force model
Industry rivalry
Threat of entry
Competitive rivalry among
manufacturers is MODERATE

Negligible switching costs and


Bargaining Bargaining bulk sourcing by missionaries and
Industry governments forces vendors to
power of power of
rivalry resort to price-based competition
suppliers buyers
Vendors try to break out of price-
based competition by relying
upon value-added sales offerings,
which offers them a competitive
Threat of advantage and potentially better
substitutes margins

24
Porters five force model
Low Med High
Threat of new
entry
Threat of new
entry

Bargaining
power of
Bargaining Bargaining suppliers
Industry
power of power of
rivalry Bargaining
suppliers buyers power of buyers

Threat of
substitutes

Threat of
substitutes Industry rivalry

25
Agenda
Global Sexual Wellness

India Sexual Wellness

KamaSutra in Present Day Context

Strategic Framework

26
Types of condoms

Dotted /
Thin Extra Time Flavoured Non-Latex
Ribbed

More
Delays Softest
Easy to wear Pleasure for Oral Sex
Ejaculation condom
women

Natural
Natural Better friction Boosts Male
Fragrance feeling for
Feeling for men Ego
both partners

27
India - Low condom penetration
 Low condom penetration in India
– 5% condom usage in rural India Triggers
– 22% condom usage in urban India

 Only 7% of young women & 27% of young men in


India who are having pre-marital sex use condoms Barriers
– Attitude towards sex & condoms is still traditional
– Contraception is considered to be female’s territory
– Low awareness in rural areas

Source:
1) NACO annual report 2013
2) Government of India-population control report 2011 28
Indian scenario
When do consumers enter the category?
At a young age: 18-25 years of age
When in relationship or dating

Where do they get to know about category?


Friends, peers & their experiences
Retailer may decide entry brand / Modern retail is
important

What is motivation to use condom?


To avoid STDs & pregnancy

Typical usage behaviors


Youths prefer flavored & textured condoms / Brand name is Source: Government of India-population
important control report 2011

29
Indian scenario
Low usage of contraceptives
Birth control is hardly a female prerogative – due to low literacy
rates and awareness
Societal customs, wherein religious belief systems and covert family
pressures exercise control on the sexual choices of couples

Indian males do not prefer usage of condoms


They perceive it to be an obstruction to their sexual pleasure - prefer
post-sex pregnancy prevention measures usually
60% of the married women have used pill or surgical prevention
High awareness (70−80%) of condom, the usage rate is dismally low
in the country on account of substitutable birth control measures

Sex is still a taboo


Majority of adults don’t discuss among themselves or with children
Users report embarrassment to openly purchase contraceptives

30
India – Sexual Wellness ( 3000 Cr+ Industry )
Condoms 1200 Cr

Hormonal Oral Contraceptive pills,


500 Cr Emergency Contraceptive
Contraceptives pills
Sexual Wellness

Lubricants 10 Cr Durex, Online brands

Oral drugs 560 Cr Sildenafil, Tadalafil

Pregnancy tests /
200 Cr PregaNews, Velocit
Others

Source:
Herbal preparations 500 Cr 1) A.C.Nielsen data
2) IMS Pharma data

31
India – Online products

32
Condom Market – 3372 Mio
Commercial
(U+R), 1520,
45%
Commercial Condoms
Free, 1108, • Branded /advertised condoms Government is not
33% • Urban consumption concerned with
• Higher SEC commercial condoms

The premise is that


Social Condoms
• Condoms subsidized by Govt
poor can’t afford to
• Distributed through retail by go for expensive
NGOs condoms
• Laborers, males in rural India,
lower SECs Condoms meant for
spacing the children
Free Condoms gap and not for
• Procurement cost borne by Govt pleasure, so does not
• Distributed through Public Health give importance to
System, NACO
value added condoms
• Marginalized communities
Social, 744,
22%
* Source : AC Nielsen MAT Dec, 18 33
Condoms Category (U+R)
1400 1,216 1,520
1,031 18% 1,305 16%
1600 1,182 10%
1200 16%
890 1400
1000
1200
800 1000
600 800
400 600
400
200
200
0
MAT Dec'16 MAT Dec'17 MAT Dec'18 0
MAT Dec'16 MAT Dec'17 MAT Dec'18

Value in Rs. Cr Volume in Mn.

• Condoms category growth is driven by strong volume growth.


* Source : AC Nielsen MAT Dec’18 34
Market – Value & Volume
Market Value ( 1216 Cr ) Market Volume ( 1520 Mio)

Rural, 311 , Rural, 419 ,


26% 28%

Urban, 1,101
Urban, 905 ,
, 72%
74%

31% of Urban population accounts for 75% of the total condom sales in Value / Volume terms
Rural market is serviced by free, social and low end commercial condoms

* Source : AC Nielsen MAT Dec, 18 35


Zonewise Value ( U+R 1216r / Urban 905 Cr )
South , 189 , East, 151 ,
16% North, 538 , 17%
44%

North, 372 ,
41%

East, 298 ,
24% South, 247 ,
27%

West, 191 , West, 135 ,


16% 15%

* Source : AC Nielsen MAT Dec, 18 36


Market structure (U+R)
Oth Oth
7% 11%

20’s (5%) 20’s (1%)


12’s ( 2% )
12’s ( 5% )

10’s ( 11% )
10’s ( 27% )

3’s ( 76% )
3’s ( 57% )

Condoms Volume ( Pcs contribution ) Condoms Volume ( Units contribution ) 37


Flavored contribution ( U+R and Urban ) Volume
Volume ( Mio Pcs ) Volume ( Mio Pcs )
1,800 1,200 1,101
1,520
962
1,500 1,305 877
1,182 900 718
1,039
1,200 613
875
753 526
900 600

600
Condoms 300 Condoms
300
Flavored Condoms Flavored Condoms
0 0
MAT DEC'16 MAT DEC'17 MAT DEC'18 MAT DEC'16 MAT DEC'17 MAT DEC'18

Increasing shift towards flavored condoms with 66% ( U+R ) and 62% in Urban

* Source : AC Nielsen MAT Dec, 18 38


Market structure (U+R)

Other flavors Other Flavors


29% 30%

Chocolate (11%)
Chocolate (11%)
Banana ( 12% )
Banana ( 15% )
Strawberry ( 14% )
Strawberry ( 15% )

Plain & Textured ( 34% ) Plain & Textured ( 29% )

Condoms Volume ( Pcs contribution ) Condoms Volume ( Units contribution ) 39


Category Segmentation Condoms.
1172Cr. Gr.17%

Flav. Non – Flav.


774Cr. (66%) 398Cr. (34%)
Gr.19% Gr.13%

Textured Textured Plain


Plain Others Others
641Cr. (57%) 201Cr. (20%) 171Cr. (15%)
116Cr. (10%)Gr.-2% 17Cr. (1%) Gr.-11% 26Cr. (2%) Gr.3%
Gr.25% Gr.17% Gr.12%

Dotted Flav. Dotted Only


Plain Flav. Delay
558Cr. (48%) 139Cr. (12%)
88Cr. (8%) Gr.-8%) 59Cr. (5%) Gr.28%
Gr.28% Gr.21%

Dotted Delay Plain Delay Dotted Delay Only Plain


65Cr. (6%) Gr.19% 17Cr. (1%) Gr.14% 37Cr. (3%) Gr.9% 59Cr. (5%) Gr.-3%

Other Text. Flav. Plain Thin Ribbed Thin


12Cr. (1%) Gr.-21% 10Cr. (1%) Gr.57% 23Cr. (2%) Gr.25% 53Cr. (5%) Gr.12%

Others
Dotted Flav. Thin
1.5Cr. (0.1%)
5Cr. (0.4%) Gr.-53%
Gr.12%
40
* Source : AC Nielsen MAT Sep, 18
Manforce – Largest OTC brand of Mankind
Mankind Sales (Cr)
6000
5000
4000
3000
2000
1000
0
FY 96 FY 06 FY 12 FY 13 FY 14 FY 17 FY 18

Val MS% Vol MS % SAH % Outlets NumD WtD STR ASP

32.3% 32.2% 40 437299 52.3 73.5 61 7.91

* Source : AC Nielsen MAT Dec‘18 41


Durex – Global priority brand of RB

Val MS% Vol MS % SAH % Outlets NumD WtD STR ASP

6.4% 2.9% 18 77,190 9.1 35.4 30 17.64

* Source : AC Nielsen MAT Dec‘18 42


Skore – Occupying the known space

Val MS% Vol MS % SAH % Outlets NumD WtD STR ASP

9.3% 9.1% 23 126,140 14.9 39.4 52 8.15

* Source : AC Nielsen MAT Dec‘18 43


Kohinoor – Reckitt trying to merge equity to Durex

Val MS% Vol MS % SAH % Outlets NumD WtD STR ASP

3.5% 3.3% 10 119,404 14.1 34.3 50 8.56

* Source : AC Nielsen MAT Dec‘18 44


Moods – HLL undecided on the brand

Val MS% Vol MS % SAH % Outlets NumD WtD STR ASP

6.8% 7.2% 19 132,027 15.5 35.3 48 7.59

* Source : AC Nielsen MAT Dec‘18 45


Playgard – key driver for Alkem’s otc portfolio

Val MS% Vol MS % SAH % Outlets NumD WtD STR ASP

3.7% 3.6% 12 89,046 10.5 31.4 48 8.25

46
* Source : AC Nielsen MAT Dec‘18
COBRA – Anondita Healthcare’s UP centric brand.

Val MS% Vol MS % SAH % Outlets NumD WtD STR ASP

3.9% 4.5% 24 91,693 10.8 16.7 31 6.96

47
* Source : AC Nielsen MAT Dec‘18
XXX – DKT’s commercial condom brand

Val MS% Vol MS % SAH % Outlets NumD WtD STR ASP

1.4% 1.6% 13 37,572 4.4 10.7 68 6.74

48
* Source : AC Nielsen MAT Dec‘18
Comparison with KamaSutra
Brand Val MS% Vol MS % SAH % Outlets NumD WtD STR ASP

CATEGORY 849,349 53 8.00

MANFORCE 33.9 35.5 45.8 431,045 50.8 73.9 56 7.63

SKORE 9.3 9.1 23.5 126,140 14.9 39.4 52 8.15

KAMA SUTRA 8.3 7.7 19.4 135,014 15.9 42.7 57 8.60

MOODS 6.8 7.2 19.3 132,027 15.5 35.3 48 7.59

DUREX 6.4 2.9 18.0 77,190 9.1 35.4 30 17.64

COBRA 3.9 4.5 23.5 91,693 10.8 16.7 31 6.96

PLAY GARD 3.7 3.6 11.8 89,046 10.5 31.4 48 8.25

KOHINOOR 3.5 3.3 10.3 119,404 14.1 34.3 50 8.56

XXX 1.4 1.6 12.8 37,572 4.4 10.7 68 6.74

* Source : AC Nielsen MAT Dec‘18 49


Media Spends - Condom category is driven by TV
Period: Apr – Nov’18; Brands are sorted in the order of value market share.

BRAND
TV Print Radio Total AI GRPs SOV TV SOE VAL MS% Gr.%
(Spends in Cr.)
Manforce 8.4 6.0 14.4 565 15 15 33.7 23%

Skore 3.0 1.3 0.2 4.6 222 6 5 9.2 12%

Kamasutra 6.0 6.0 623 17 11 8.4 25%

Durex 23.1 23.1 1325 36 41 6.5 46%

Kohinoor 12.0 0.0 0.0 12.1 534 14 21 4.4 19%

Playgard 4.2 9.3 13.5 427 11 7 4.0

Cat. Total 57 18 0 75 3725 18%

14
Source: Madisson, BARC Nov’18
Competitive sales movement (U+R)
1216
1,000 DUREX KOHINOOR 0.7%

48 PLAY GARD 3.7%


1031 43 Manforce
800 COBRA 3.9% continues to be
890 23 78
45 the most
53 83 KOHINOOR 3.5%
Value (Cr)

18 dominant player
600 52 101
35 103 having created
DUREX 6.4%
89 82 113 the flavored
MOODS 6.8% segment
78 100
400
80 KAMA SUTRA 8.3%
RB not focusing
412 SKORE 9.3% on Kohinoor
200 331
284
MANFORCE 33.9%

0
MAT DEC'16 MAT DEC'17 MAT DEC'18
* Source : AC Nielsen MAT Dec, 18 51
Market Shares (U+R)

Others, 388, MANFORCE, 412 ,


31.9% 33.9% Skore and Durex
have gained
shares and major
loser is Kohinoor

KOHINOOR, 43 , Top 6 brands


3.5% account for 70%
of total market
DUREX, 78 , 6.4% SKORE, 113 , 9.3%

MOODS, 83 , 6.8% KAMA SUTRA, 101


, 8.3%

* Source : AC Nielsen MAT Dec, 18 52


Condom Category : Top Brands – (U+R) MS Val. %
(All India U+R)

2.9
0.7
3.3 3.8 4.7
2.9 3.6 5.3 0.6 0.1 1.0 1.0
4.3 4.6 4.8 5.0 5.6 5.8 6.1 6.5
8.5 9.1 7.0
9.2 9.2 9.8 9.9 9.5 9.8 9.4 9.4 9.2 9.1
6.9 6.6 5.6 4.5 4.4 4.8 4.4 3.9 3.7 3.7 3.4 3.4
10.2 9.5 9.8 10.4 10.8 10.4 9.9 9.0 7.4 7.0 6.8 6.1
9.2 8.6 8.8 8.4 7.9 7.7 7.8 8.1 8.2 9.0
7.9 8.3
+0.8%

31.3 32.5 31.6 32.1 31.1 30.7 33.1 33.6 34.4 33.9 34.1 33.1

JFM'16 AMJ'16 JAS'16 OND'16 JFM'17 AMJ'17 JAS'17 OND'17 JFM'18 AMJ'18 JAS'18 OND'18

MANFORCE KAMA SUTRA MOODS KOHINOOR


53
Number of outlets (000) U+R
849
800

600
431

400
KamaSutra is still
135 132 underleveraged,
126 119
200 fourth in terms of
92 numeric outlet
89 77 43 reach
0

NumD 50.8 15.9 15.5 14.9 14.1 10.8 10.5 9.1 5.1
Wtd 73.9 42.7 35.3 39.4 34.3 16.7 31.4 35.4 16.5
* Source : AC Nielsen MAT Dec, 18 54
Category heavily skewed towards chemists
Category Outlets 849 K (U+R) Category Value 1216 Cr (U+R)

Modern Modern
Paan Plus, Trade, 7, 1% Paan Plus, 57, Trade, 39, 3%
120, 15% 5%

Grocers, 144,
Grocers, 252, 12%
31%

Chemists,
429, 53%

Chemists,
976, 80%
*AC Nielsen MAT Dec‘18 55
Trade Investments * Source : Trade

Distributor
Brand Retail Margin Scheme Others
Margin

KamaSutra 8% 16% 3+1 Time to time visibility schemes

Skore 8% 20% 10+5 Rs. 120 per Box + Display

Special scheme on volume


Manforce 10% 20% 10+3, 2+1
purchase, Article

Kohinoor 5% 16% 1+1, 2+1 Article

Durex 5% 16% 4+1, Slabs till 2+1 QPS

Moods 10% 16% 10+6, 1+1 Flat 50% to 65% as per customer

Playgard 10% 20% 2+1 Article

KamaSutra offers the least trade schemes, in the highly chemist push market orientation
Durex has reduced schemes and started investing in ATL
56
Agenda
Global Sexual Wellness

India Sexual Wellness

KamaSutra in Present Day Context

Strategic Framework

57
We launched condoms in 1991
 At a time when speaking about condoms was a taboo
– We brought about a revolution with “The Pleasure of Love-Making”
– Launch of KamaSutra brought Sex out of the closet
– From only protection to pleasure

 No one can forget the Launch


– Communication created a sensation
– Pooja Bedi / Marc Robinson
– A person 20 then is 45 now

58
Innovation throughout

59
Art of Making Love ( Power, Potency, Sensuality )

60
Condom Range - Architecture
KamaSutra
Condoms
Rs. 599

Honeymoon Pack Rs. 60


SKYN

Smooth Desire Flavored Pleasure Luxury

Rs. 20 Rs. 30 Rs. 25 Rs. 40 Rs. 50 61


The Kamasutra treatise goes beyond 64 positions
It sets a code for sexual wellness

Adding variety to keep love


What not to do
life exciting

Way of living
Love making as an art

62
The Kamasutra treatise goes beyond 64 positions
It sets a code for sexual wellness

1. Adding variety to keep


love life exciting

• Describes levels of passion


• Small, middling, intense etc.

• Details every aspect of love making


• Types of kissing, embracing, scratching, biting. Explains why
scratch and bite, for ex. To leave your memory behind

• Woman playing man: Woman on top. Take active role to seek further
pleasure if the man is tired

• Oral congress: Excite the tired male partner


63
The Kamasutra treatise goes beyond 64 positions
It sets a code for sexual wellness

2. Love making as an art

• Right education
• Encourages women to learn Kamashashtra along with singing,
dancing, drawing and other skills
• Right ways to approach
• Share techniques to gain a woman’s acquaintance
• Emphasizes equality
• Highlights the importance of woman’s arousal
• Guides one to be an expert lover:
• Mentions why young girls need to be treated delicately
• Study of woman’s body language to understand her comfort
• Suggests mood creation
• Ambience, paan, usage of oils, fragrances etc.
64
The Kamasutra treatise goes beyond 64 positions
It sets a code for sexual wellness

3. Way of living

• Describes how life should be


• An endless celebration. Festivals, social gatherings, picnics,
parties. Opportunities for meet men and women to meet

• Emphasizes love squabbles to resolved


• The man should lead in resolving it. Win the woman’s heart.

• Importance of manifestations of feelings


• Create occasions that manifest the feelings such as gifting,
travelling, recreational activities. These cement the bond
between lovers.
65
The Kamasutra treatise goes beyond 64 positions
It sets a code for sexual wellness

4. What not to do

• Draws a moral code:

• No pleasure seeking with respected women to fulfill desires


• Female friends not to be pursed – a fellow student or someone
who trusts you

66
In sum, these 4 areas serve as a guideline for developing
a) New products/services b) New communication

Adding variety to keep love


What not to do
life exciting

Way of living
Love making as an art

67
The meaning of KamaSutra in today’s context,
possibility and acceptability, bringing back
KamaSutra’s appeal

68
KamaSutra today
 The book:
– Arguably the best piece of literature on the subject till date
• An expert; a guide on sexual wellness
– But misunderstood as only a book about positions

 The brand as seen by consumers:

Users of competitive condom brands KS condom Users


Source: FCB Interface Primary Research 69
KamaSutra today
 KS acceptability today – limited to sex and
sexuality products

 The taboo of sex reduces the consumer


Protection: Aphrodisiacs/ Mood
• Condoms Enhancers: acceptance of the brand in grooming
• Contraceptive pills • Toys categories such as…
• Lubricants • Candles
• Body Jewelry
Hair removal products: Beauty product
• Razor /accessories:
• Wax, Waxing strips • Lipsticks, lip balms
• Hair Trimmers • Body lotion
• Perfumes
• Lingerie

Source: FCB Interface Primary Research 70


KamaSutra
Role of the brand over consumer life span

Childhood Teenage
Youth Adulthood Old Age
(8-12) (13-18)

Sexual wellness & grooming Sexual wellness


Sex education Sex education: support:
solutions:
(especially about Educate and build
abuse): Protection, hygiene & Intimate care
understanding of products
enhancement products
Introduction sexual related issues
Pleasure related products & Adult diapers,
Rules of caution Myths v/s facts services, grooming solutions, washes, wipes
when someone Awareness about sexual wellness solutions
attempts to touch Guidance on
STDs. Counseling, Sexual disorders related support maintaining sexual
their privates health tips
Family planning consultation health
Educating Hygiene education /
parents/teachers products

71
Bringing back KamaSutra’s appeal
Brand imagery Address taboos around the Hero Products for building
brand name and therefore disctinction
• Distinct from sexuality/sex
competition; relevant to • A talk worthy product to
consumer • Confront sexual taboos to create differentiation in
make brand relevant the consumer’s minds. For
• Build youth connect • KS bought sex out ex. Condom 2.0
- Shed off the ‘king of the closet
lost glory’ image. • similarly take up a
- Make it more cool, cause to champion
stylish,
sophisticated • Reinterpret expertise of
the book for sexual
wellness in today’s world.
• Reinstate the
‘expert’ image

Source: FCB Interface Primary Research 72


Bringing back KamaSutra’s appeal

73
All
Awareness of Brands:
All Figs in %

Highest unaided recall for KS / Kama Sutra followed by Manforce; rest all brands are distinctly behind these two brands

Total Awareness

98 90 82 80 75 67 46 44 26

75

53
52
46
33
25 27 Spont. Average: 31
15
10 7 12 11
5 1
3 2
0 1

Spontaneous Awareness TOM Base All : 638


All
Brand Funnel – At Overall level
All Figs in %
Highest conversion rations across all levels of brand usage; Manforce is the closest competitor with higher future consideration – Need
to watch out

Spont Awareness 75% 52% 46% 53%


Total Awareness 98%
67% 90%
49% 82%
45% 80% 64%
Ever used 66% 86% 44% 77% 37% 73% 51%
88%
L12M 57% 34% 27% 45%
Current users 41% 72% 16% 47% 12% 44% 28% 62%
MOUB 38% 13% 9% 24%
93% 81% 75% 86%
Future Consideration 34% 15% 11% 29%
89% 115% 122% 121%

Spont Awareness 27% 12% 11% 5%


Total Awareness 75% 35% 67% 19% 46% 11% 44% 9%
Ever used 26% 13% 5% 4%
73% 69% 60% 50%
L12M 19% 9% 3% 2%
Current users 8% 42% 5% 56% 1% 33% 1% 50%
MOUB 7% 4% 1% 1%
Future Consideration 88% 80% 100% 100%
9% 6% 3% 2%
129% 150% 300% 200%
Base All : 638 Conversions color notations – High, Medium, Low
All

Brand Imagery – Actual


Apart from Better emotional connect and Premiumness, KS / Kamasutra also connected with “inspiring confidence” All Figs in %

Is a brand for people like me 72 44 42 59 36 28 14 18 4


Is prestigious / premium 67 46 42 57 35 32 9 16 3
Sorted in order of importance

Has a pleasant fragrance 65 43 43 56 28 30 9 17 1


Give more pleasure 65 42 42 55 30 31 8 23 2
Is a trendy Brand 66 42 41 55 32 26 10 20 1
Inspire confidence in me 67 45 41 58 33 29 11 16 4
Is good value for money 67 47 42 58 31 29 10 17 2
Is a safe brand 66 44 42 58 34 28 11 22 2
Is an innovative Brand 64 43 39 53 32 33 10 20 2
Is high / good quality 67 47 44 62 34 31 10 21 2
Is a condom expert 63 41 42 53 26 28 7 17 1
Has really great advertisings 64 41 43 60 32 28 9 19 3
Is a romantic brand 64 41 41 58 31 28 10 17 2
Is recommended by my partner 63 42 42 52 27 29 8 21 1
Available in multiple flavors 65 41 39 56 26 31 7 20 2
Is available in various variants / types 66 43 42 55 28 32 9 20 1
Is widely and easily available 65 51 45 59 36 33 15 23 5
Is an international brand 60 38 42 52 33 32 9 23 2
Average 65 43 42 56 31 30 10 19 2
Base All Aware 627 569 516 503 477 425 279 281 162
Top Responses
All

Brand Personality – Actual


KS / Kamasutra mostly connected with Assertive, Brave and Sexy All Figs in %

Adventurous 60 40 44 52 25 31 10 23 4
Assertive 63 40 42 55 26 28 7 20 3
Brave 62 41 43 58 26 26 8 20 3
Caring 59 40 44 56 26 31 7 17 4
Different / Unique 60 39 39 53 26 27 8 15 3
Friendly 61 38 39 54 27 28 9 17 3
Playful 60 38 39 50 27 28 10 16 3
Rebellious 44 29 29 34 18 21 6 10 8
Sexy 63 39 42 54 25 29 8 17 2
Straightforward 61 40 39 53 25 28 8 17 2
Wise
60 41 39 51 26 29 9 19 2
Average 59 39 40 52 25 28 8 17 3
Base All Aware 627 569 516 503 477 425 279 281 162
Top Responses
All

Source of awareness
Displays in the stores followed by TV and OOH are the key sources of awareness for KS / Kamasutra; most of the other competitors All Figs in %
except Manforce mainly noticed in store and OOH media

I saw it on display in a store 63 45 45 38 40 34 24 21 11

I saw an Ad on T.V. 44 20 17 30 16 13 2 5 0
I have seen a hoarding for the brand 42 33 30 31 23 24 18 17 5
A friend/relative recommended this brand to me 31 21 19 22 17 13 9 11 4
The shopkeeper/salesperson had spoken to me
about this brand 23 15 10 11 9 7 6 7 2
I saw an ad in the newspaper/magazine 16 12 6 9 5 5 2 2 0
Seen an ad in movie theatre 11 6 5 7 5 5 3 3 1
I have seen it on social networking site –
Facebook/ Twiter / Blog / articles 10 7 7 7 5 5 3 5 0
I have seen it on the company website 5 4 3 4 2 3 2 2 0
Seen it in a Web-Series / in Videos on YouTube 5 4 2 5 4 3 2 2 0

Base All - 638


Top Responses
All
TVC EVALUATION – Reach of TVC
All Figs in %
KS Condoms - Durex AiR – India’s
Orgasmax Thinnest Condoms Durex Kohinoor
Meetha Paan
Flavored Condoms

17% 18%
28%
72% 83% 82%

Yes No Yes No Yes No


Brand Recall

KS / Kamasutra 68 Durex 32 KS / Kamasutra 28


Manforce 6 Manforce 17 Kohinoor 20
Moods 3 Moods 14 Manforce 15
XXX 3 KS / Kamasutra 12 XXX 15
Durex 1 XXX 5 Moods 8
Can't Say 20 SKore 3 Durex 4
Skyn 1 Can't Say 11
Can't Say 17
Base : All : 638
All

TVC EVALUATION – Reach of TVC


All Figs in %
Manforce Uncensored Erotic
Song by Sunny Leone
Playgard Super Dotted
Condoms Bipasha Basu
Bumpy Ride TVC
22%
39% 78%
61%

Yes No Yes No

Brand Recall

Manforce 51 KS / Kamasutra 19
KS/Kamasutra 9 Playgard 16
XXX 6 XXX 12
Skore 4 Manforce 11
Moods 3 SKore 7
Durex 2 Moods 6
Kohinoor 2 Kohinoor 4
Can't Say 24 Durex 3
Can't Say 20

Base : All : 638


All
Overall liking of this TVC
All Figs in %

Likability highest for KS / Kamasutra followed by Manforce TVCs

KS Condoms - Durex AiR – India’s Kohinoor Meetha Paan Uncensored Erotic Song
Super Dotted Condoms
Orgasmax Thinnest Condoms Flavored Condoms Bipasha Basu Bumpy Ride
by Sunny Leone
TVC

I like it a lot
27 33 31
I like it 50 47

I like it a little/ somewhat


62 48 56
I disliked it
42 46
I disliked it a lot 11
4 11 8
1
3 6 4
0 4
0 2 2 1
Top 2 Box 92 89 82 94 87
Mean Score 4.3 4.2 4.1 4.4 4.1
Base : All those seen TVC 180 109 114 247 140
Deodorants

82
Deodorants Market
Value ( Rs. Cr. ) Volume ( ‘000 Pcs )
15% 2,598
2,257
28% 1670
2,500 2000
1305
2,000
1500
1,500
1000
1,000
500
500

0 0
MAT Dec '17 MAT Dec '18 MAT Dec '17 MAT Dec '18

Deo market is growing at a healthy double digit.

Source: Nielsen retail audit; MAT Dec ‘18 84


Dec’18

Deodorant Segment
2589 Cr. 15% Gth.

Category

1419.6 Cr. 10% Gth. 1052.3 Cr. 22% Gth 97 Cr. 50% Gth. 18.6 Cr. (20%) Gth.

Aerosols Liquids Roll-Ons Others


(54.8% Contr.) (40.6% Contr.) (3.7% Contr.) (0.7% Contr.)

428.7 Cr. 15% Gth. 352.6 Cr. 10% Gth. 144 Cr. 3% Gth. 127 Cr. 296% Gth.
Regular
Carton liquids Body Sprays Pockets
liquids (13.6% Contr.) (5.5% Contr.) (4.9% Contr.)
(16.5% Contr.)

Source: Nielsen retail audit; MAT Dec ‘18 85


Market Structure
Roll-on Category Contribution Gth %
Pockets, &
5% Others, Aerosol Deo 55% 10%
4% Non-gas Deo 36% 11%
Pockets 5% 296%
Roll-on & Others 4% 31%
Non-gas Aerosol Source: Nielsen retail audit, MAT Dec ’16 (Top 10 brands)

Deos, Deos,
36% 55% Pockets has been a key growth driver in the past year
Overall Liquids growth is 22%, but without pockets the
growth is only 11%

Aerosol continues to enjoy major share of the category

Source: Nielsen retail audit; MAT Dec ‘18 86


Segment Contribution Trend
70%
Aerosol Deos Non-Gas
59% 58% 58%
60% 56% 56% 55% 55% 54%

50%
40% 40% 42%
39% 40% 40%
37% 38%
40%

30%
Steady increase in Liquids
20% contribution over months

10%

0%
Jan-Mar'17 Apr-Jun'17 Jul-Sep'17 Oct-Dec'17 Jan-Mar'18 Apr-Jun'18 Jul-Sep'18 Oct-Dec'18

Source: Nielsen retail audit; MAT Dec ‘18 87


Statewise Sales
459.6 Value Cr.

306.3
Top 7 states : 63% of sales
MH & WB : 29% of sales
198.0 191.7
175.3 172.1
155.0 136.8
114.6 100.6
91.0 87.6 76.4
65.2 59.7 59.5 46.7
32.3 27.4 23.7 18.7

Source: Nielsen retail audit; MAT Dec ‘18


Top 8 players account for 67% of category
Fogg – Leader in Category & introduced no-gas format

Val MS% Vol MS % SAH Outlets NumD WtD STR

15.8% 13.3% 19.6% 392537 46.4% 86.1% 42

* Source : AC Nielsen MAT Dec‘18 90


Engage – Imagery of ‘Deos for both - Men & Women’

Val MS% Vol MS % SAH % Outlets NumD WtD STR

10.5% 9.4% 13.9 % 373571 43.7 71.4 41

* Source : AC Nielsen MAT Dec‘18 91


Park Avenue – Only Player functioning in all Formats

Val MS% Vol MS % SAH % Outlets NumD WtD STR

8.3% 8.9% 10.9% 28.9% 71.8% 41


241670

* Source : AC Nielsen MAT Dec‘18 92


Axe – Focus on Single Format (leader in cartons)

Val MS% Vol MS % SAH % Outlets NumD WtD STR

7.2% 6.3% 10.3 % 235420 30.3 69 34

* Source : AC Nielsen MAT Dec‘18 93


Nivea – Differential Product Offering as well as packs

Val MS% Vol MS % SAH % Outlets NumD WtD STR

10.4% 10.1% 12.7% 210753 25.5% 71.7% 34

* Source : AC Nielsen MAT Dec‘18 94


KS continues to grow Share
KS SPARK
Val. Market share %

6.5 5.8 6.0


5.3 5.5
4.8
5.0
4.0 4.2 4.0
3.5 3.4 3.7
3.5 3.2
2.8
2.5

2.0

Steady increase in share over the last 18 months. Spark is 2/3 rd of total
KS market share Source: Nielsen retail audit; Value share
95
Spark: Undisputed leader in the Category
Val. Market share % (Dec’18)

KS Spark 4.0
Fogg Marco 2.6
Fogg Napoleon 2.1
PA Good Morning 1.8
Nivea Fresh Active 1.2
Denver Hamilton 1.5
Fogg Royal 1.3
Fogg Paradise 1.3
Wildstone Red 0.8

0.0 1.0 2.0 3.0 4.0 5.0

Source: Nielsen retail audit; Value share 96


Comparison with KamaSutra
Brand Val MS% Vol MS % SAH % Outlets NumD WtD STR

Category

Fogg 15.8% 13.3% 19.6% 392537 46.4% 86.1% 42

Engage 10.5% 9.4% 13.9 % 373571 43.7 71.4 41

Park Avenue 8.3% 8.9% 10.9% 241670 28.9% 71.8% 41

KamaSutra 4.9% 5.5% 9.0% 238391 27.9% 66.5% 45

Axe 7.2% 6.3% 10.3 % 235420 30.3 69 34

Nivea 10.4% 10.1% 12.7% 210753 25.5% 71.7% 34

* Source : AC Nielsen MAT Dec‘18 97


Deo Competition
1760 Cr.
Gth.
MS
19%. Denver Dec ’18
MAT Dec
1,800 1477 Cr. 107 ’18
127 KS
1,600 FOGG 16.9 10%
76 170
91 Wildstone ENGAGE 9.9 22%
1,400 216
146 NIVEA 9.1 18%
Park Avenue
1,200 168 186 PARK AVENUE 7.8 29%
169 Axe 10%
1,000 AXE 7.1
271
230 Nivea WILD STONE 6.1 16%
800
KAMA SUTRA 5.9 39%
274 Engage
600 224 DENVER 4.5 41%
400 Fogg
372 410
200 KS 2nd fastest growing brand in category.
Highest MS increase at MAT level - KS (0.8%)
0
MAT Dec '17 MAT Dec '18 RCCPL is AI #2 brand (Dec’18)
Combined MS Val 13.7% 98
Source: Nielsen retail audit; MAT Dec ‘18
Channel-wise Share (2598 Cr.)
700 614 Cr.

547 Cr. Denver


600 32
KS
500 37
Chemists top
Wildstone
400
306 Cr. contributor to KS
Park sales followed by
300 27 Avenue
182 Cr.
Axe
Modern Trade.
200 20 112 Cr.
Nivea KS #2 brand in
100 11
Chemists (Dec’18)
0
Chemists Cosmetics Grocers Modern Paan Plus
Trade
Category
10% 21% 31% 32% 7%
contr.
99
Source: Nielsen retail audit; MAT Dec ‘18
Brand-wise Distribution (‘000)
KS WtdD. Dec ’17 Dec ’18
1,000 853
Grocers 45.6 47.4
Chemist 71.9 81.8
800
Cosmetics 60.6 63.4
MT 76.2 87.2
600
392 367 Paan Plus 58.7 56.9

400 235 252 228 238


210 161
WtdD for KS has gone up
200 across channels, significantly
for MT and Chemist
0

Source: Nielsen retail audit; MAT Dec ‘18 100


Channel Contribution
Modern
(Value contr) Chemists Cosmetics Grocers Paan Plus
Trade Cosmetics key channel for
Category 10% 21% 31% 32% 7% Fogg & Denver.

Fogg 12% 25% 37% 19% 8% Modern Trade key channel for
most of the players including
Engage 9% 12% 37% 36% 7% KS
Park
8% 12% 25% 49% 6% KS contribution of chemist
Avenue
highest among other players
Nivea 9% 14% 16% 59% 2%
Axe 12% 10% 33% 42% 3% Grocers and Modern Trade
important channels for KS.
Wildstone 7% 18% 38% 31% 6%
Denver 11% 30% 33% 11% 16%
KS 16% 21% 29% 26% 9%
101
Source: Nielsen retail audit; MAT Dec ‘18
Media: SOE & SOV
Investment
(Jan-Nov ‘18) AI GRPs SOV SOE
(In Rs. Cr.)
Category 37798 576
Fogg 7626 20% 165 29%
Engage 5133 14% 74 13%
Park Avenue 1963 5% 28 5%
Nivea 3066 6% 35 8%
Axe 5281 13% 77 14%
Wildstone 3328 9% 29 5%
Denver 1985 5% 34 6%
KS 1597 4% 12 2%

Fogg, Axe and Engage are the main spenders.

Source: BARC data (GRPs) and MAP (Spends); Jan-Nov ‘18


102
Context : Spark trials have been the key

103
Fragrance Range - Architecture
KS Fragrances

Gas Deos Non-gas Deos

Base range Spark Power Pocket


Black range
Series Perfume
Context : Deo companies introducing pocket packs

105
All
Awareness of Brands
All Figs in %

AXE is the leading brand in terms of SPONT awareness with 91%, closely followed by FOGG.
3 in 10 respondents recall KS spontaneously. 6/10th total awareness for KS is an area of concern which needs attention.
Total awareness score for KS seen drastic drop by 9 points as compared to the last wave
Total Awareness

70 61 91 88 79 73 73 72 63 61

75 72

53
Spont. Average: 42
40
32 29 32
29 26 23 23
19
9 7 10 8
4
4 1 4

Spontaneous Awareness TOM Base All : : 995 Values from last wave

Source: GFK Brand Track, Jan’19V


All
Future Brand Consideration
All Figs in %

At an All India level, FOGG has highest brand consideration. KS is One of the only 2 or 3 brand considered by the respondents.

The only deodorant brand, I


would consider

(3.67) (3.62)
One of the only 2 or 3
deodorant brands,
I would consider (3.07) (3.04) (3.01)

One of several deodorant (2.92)


brands, (2.70)
I would consider. (2.56)

The deodorant brand that I


just might consider.

*Last years score for Ks was 2.89 The deodorant brand,


I would not consider.

Source: GFK Brand Track, Jan’19


All
Brand Funnel – At Overall level
All Figs in %
At an Overall level, FOGG and AXE have high conversion across most of the stages.
Although KS deo has high total awareness, it is unable to induce trails. Conversion ratio for Future Consideration to MOUB seen to drop as
compared to the last round (From 150% to 110%). Other ratios report improvement for KS over the last wave.

Spont Awareness 32% 40% 75% 72%


Total Awareness 61% 73% 91% 88%
25% 38% 57% 59%
Ever used 15% 28% 52% 52%
93% 75% 67% 83%
L12M 14% 21% 35% 43%
11% 79% 13% 62% 19% 54% 31% 72%
Current users
MOUB 10% 91% 11% 85% 18% 95% 30% 97%
Future Consideration 11% 110% 12% 109% 18% 100% 27% 90%

Spont Awareness 32% 26% 53% 23%


Total Awareness 73% 72% 79% 63%
Ever used 22% 21% 29% 6%
16% 15% 23% 4%
L12M 50% 73% 65% 50%
8% 11% 15% 2%
Current users 5% 63% 8% 73% 8% 53% 1% 50%
MOUB 4% 80% 7% 88% 7% 88% 1% 100%
Future Consideration 2% 10% 6% 1%
50% 143% 86% 100%

Base All : 995 Conversions color notations – High, Medium, Low


Source: GFK Brand Track, Jan’19
Agenda
Global Sexual Wellness

India Sexual Wellness

KamaSutra in Present Day Context

Strategic Framework

109
Strategic KamaSutra Framework
Enhancing the art of making love

To become #1 in India and top 5 Sexual Wellness Brand in the world

Competitive Strategy

Organizational Strategy
Participation Strategy

Go to Market

Supply Chain
Products

Services
Brands

Enablers
Marketing capabilities │ Commercial capabilities │ Operations capabilities
110
Strategic KamaSutra Framework
Enhancing the art of making love

To become #1 in India and top 5 Sexual Wellness Brand in the world

Competitive Strategy

Organizational Strategy
Participation Strategy

Go to Market

Supply Chain
Products

Services
Brands

Enablers
Marketing capabilities │ Commercial capabilities │ Operations capabilities
111
Participation strategy
WHO Definition of sexual health
encompasses multiple dimensions

“A state of physical, emotional, mental and social well-being in relation to sexuality; not
merely the absence of disease, dysfunction or infirmity.

Sexual health requires a positive and respectful approach to sexuality and sexual
relationships, as well as the possibility of having pleasurable and safe sexual experiences,
free of coercion, discrimination and violence. For sexual health to be attained and
maintained, the sexual rights of all persons must be respected, protected and fulfilled.”

112
Participation strategy
Sexual appeal • Achieving a confident and an appealing personality
enhancement • Maintaining or enhancing one’s looks to attract the opposite sex

• Being aware of one’s sexual appeal and enhancing it for partner


Sexuality • Communicating limits, fantasies and sexual desires to partner

• Being able to enjoy good and satisfying sexual experience


Sex • Creating the right mood before, during and post the act of sex

Awareness and • Having correct info about sex without any prejudices and biases
Counselling • Right guidance in case of any discomfort, dysfunction or disease

• Maintaining overall hygiene, specially around the private parts


Hygiene • Daily habits w.r.t cleanliness and a healthy body

113
Participation strategy
Sexual appeal • Fragrances, EDT, Mood enhancers, Lingerie, Fetish wear
enhancement

Sexuality • Massage products, Body / bath products, Aphrodisiacs

Sex • Condoms, Lubricants, Pills, Dildos, Vibrators, Dolls, Games

Awareness and • School & college programs, Couple counselling


Counselling

Hygiene • Post sex hygiene, Feminine hygiene products

114
Participation strategy
• Condoms , Oral • Dildos, vibrators, Geography
Contraceptive pills, dolls, games, cock
Emergency rings, jingle balls, Top Metro
contraceptive pills bondage gear
TC 1 Focus
Contra-
Sex Toys International
ceptives
foray

Pleasure Exotic
enhancers accessories
• Lubricants, • Erotic lingerie,
Fragrances, Massage adult costumes,
products, Body / fetish wear, games
bath products,
Edible products
115
Strategic KamaSutra Framework
Enhancing the art of making love

To become #1 in India and top 5 Sexual Wellness Brand in the world

Competitive Strategy

Organizational Strategy
Participation Strategy

Go to Supply
Brands Products Services
Market Chain
Best in class Well being Win in GT Self &
Prestige
Identity led pack services Exports Outsourced

Chemist
Experiential Counseling Quality
KamaSutra Leadership
Image drivers Café Manufacturing
KS Modern Trade
Revenue drivers Parlour excellence
E-Commerce

Enablers
Marketing capabilities │ Commercial capabilities │ Operations capabilities
116
Strategic KamaSutra Framework
Enhancing the art of making love

To become #1 in India and top 5 Sexual Wellness Brand in the world

Competitive Strategy

Organizational Strategy
Participation Strategy

Go to Supply
Brands Products Services
Market Chain
Best in class Well being Win in GT Self &
Prestige
Identity led pack services Exports Outsourced

Chemist
Experiential Counseling Quality
KamaSutra Leadership
Image drivers Café Manufacturing
KS Modern Trade
Revenue drivers Parlour excellence
E-Commerce

Enablers
Marketing capabilities │ Commercial capabilities │ Operations capabilities
117
Competitive strategy

Brand Product Market & Consumer Channel

Premium Imagery Sexual Wellness Metro /1 Mn+ Towns Chemist


Mens grooming Protect South Modern Trade
Positioning Dominate North E Commerce
Art of Making Love Innovation General Store
Art of Seduction Penetration
Consumption Male 18-35
SEC A/B
Confident male who
longs to feel powerful

118
Strategic KamaSutra Framework
Enhancing the art of making love

To become #1 in India and top 5 Sexual Wellness Brand in the world

Competitive Strategy

Organizational Strategy
Participation Strategy

Go to Supply
Brands Products Services
Market Chain
Best in class Well being Win in GT Self &
Prestige
Identity led pack services Exports Outsourced

Chemist
Experiential Counseling Quality
KamaSutra Leadership
Image drivers Café Manufacturing
KS Modern Trade
Revenue drivers Parlour excellence
E-Commerce

Enablers
Marketing capabilities │ Commercial capabilities │ Operations capabilities
119
Competitive strategy

Chemists Modern Trade E-Commerce Exports

Coverage expansion MT Specific range Customized products Expand KamaSutra


footprint globally
Relationship building Joint business planning Brand stores
Brand registration
Sales force automation & Merchandising field force Digital marketing
efficiency Brand listing

120
Strategic KamaSutra Framework
Enhancing the art of making love

To become #1 in India and top 5 Sexual Wellness Brand in the world

Competitive Strategy

Organizational Strategy
Participation Strategy

Go to Supply
Brands Products Services
Market Chain
Best in class Well being Win in GT Self &
Prestige
Identity led pack services Exports Outsourced

Chemist
Experiential Counseling Quality
KamaSutra Leadership
Image drivers Café Manufacturing
KS Modern Trade
Revenue drivers Parlour excellence
E-Commerce

Enablers
Marketing capabilities │ Commercial capabilities │ Operations capabilities
121
Competitive strategy

Condom Manufacturing Outsourcing other SW Integrated value chain


products
Automation Drive efficiencies
Third party production
Quality benchmarking Leverage on scale
Benchmark quality
Innovation Synergy in distribution &
Own manufacturing standards warehousing
Lowest cost manufacturing

122
Strategic KamaSutra Framework
Enhancing the art of making love

To become #1 in India and top 5 Sexual Wellness Brand in the world

Competitive Strategy

Organizational Strategy
Participation Strategy

Go to Market

Supply Chain
Products

Services
Brands

Enablers
Marketing capabilities │ Commercial capabilities │ Operations capabilities
123
Organization strategy
• Category Manager • R&D – Condoms
• Category Manager – • R&D – Sexual Wel’
Innovation • R&D – Fragrances
• Product Manager
• E-Commerce
Marketing R&D

Insight- Engage-
fulness ment

• People with • Constant


relevant experience communication
• Training and • Motivation
development
124
Thank
you

125

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