Professional Documents
Culture Documents
Vision FY 23
Strategic Framework
3
Agenda
Global Sexual Wellness
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
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
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
Egypt 12 - 14 year +
USA 5 - 12 Grade
STD Cases Per Population
Indonesia, Malaysia, Advanced and systematic sex
1975 86 1,00,000 Thailand, South Korea education program
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
Latin
2.9 3.1 3.4 3.6 3.9 4.2 4.6
North America
America
29%
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%
Retail Online
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
23
Porters five force model
Industry rivalry
Threat of entry
Competitive rivalry among
manufacturers is MODERATE
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
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
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
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
30
India – Sexual Wellness ( 3000 Cr+ Industry )
Condoms 1200 Cr
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
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
North, 372 ,
41%
East, 298 ,
24% South, 247 ,
27%
10’s ( 11% )
10’s ( 27% )
3’s ( 76% )
3’s ( 57% )
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
Chocolate (11%)
Chocolate (11%)
Banana ( 12% )
Banana ( 15% )
Strawberry ( 14% )
Strawberry ( 15% )
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
46
* Source : AC Nielsen MAT Dec‘18
COBRA – Anondita Healthcare’s UP centric brand.
47
* Source : AC Nielsen MAT Dec‘18
XXX – DKT’s commercial condom brand
48
* Source : AC Nielsen MAT Dec‘18
Comparison with KamaSutra
Brand Val MS% Vol MS % SAH % Outlets NumD WtD STR ASP
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%
14
Source: Madisson, BARC Nov’18
Competitive sales movement (U+R)
1216
1,000 DUREX KOHINOOR 0.7%
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)
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
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
Moods 10% 16% 10+6, 1+1 Flat 50% to 65% as per customer
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
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
58
Innovation throughout
59
Art of Making Love ( Power, Potency, Sensuality )
60
Condom Range - Architecture
KamaSutra
Condoms
Rs. 599
Way of living
Love making as an art
62
The Kamasutra treatise goes beyond 64 positions
It sets a code for sexual wellness
• Woman playing man: Woman on top. Take active role to seek further
pleasure if the man is tired
• 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
4. What not to do
66
In sum, these 4 areas serve as a guideline for developing
a) New products/services b) New communication
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
Childhood Teenage
Youth Adulthood Old Age
(8-12) (13-18)
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
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
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 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
17% 18%
28%
72% 83% 82%
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
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
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
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.
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.)
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%
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
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
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
Category
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%
103
Fragrance Range - Architecture
KS Fragrances
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
At an All India level, FOGG has highest brand consideration. KS is One of the only 2 or 3 brand considered by the respondents.
(3.67) (3.62)
One of the only 2 or 3
deodorant brands,
I would consider (3.07) (3.04) (3.01)
Strategic Framework
109
Strategic KamaSutra Framework
Enhancing the art of making love
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
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
Awareness and • Having correct info about sex without any prejudices and biases
Counselling • Right guidance in case of any discomfort, dysfunction or disease
113
Participation strategy
Sexual appeal • Fragrances, EDT, Mood enhancers, Lingerie, Fetish wear
enhancement
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
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
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
118
Strategic KamaSutra Framework
Enhancing the art of making love
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
120
Strategic KamaSutra Framework
Enhancing the art of making love
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
122
Strategic KamaSutra Framework
Enhancing the art of making love
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
125