nycl Market LUnpetentous tuncionalty can be a great wining formula. as Nyce, the market leader in he picky heat powder (PHP) category has demonstrated for over 35 Years. While enhancements are a way of ‘adjusting the brand to changes in life ste heeds, staying ue to ts cnginal promise has agen ihe allmark of Nye achevernent. ‘The PHP category i a specialises category valued at more thar Rs. 1,000 milion contibutos about 20% othe ttl aku power maet in nda. The PHP category IShighy season dependent temperature and hum) -noaly 6086 of sates come inte summer mont of Apa has Seen ato cn in he recent past anda amb of ands are now avaable nthe mma, fenng varus benefits to geta Share ini category. Dermicoo (Para). Boro Ps (Eman. Sowero-shower (Gonnson & Jonnson), PondsWVasetne (Pinaustan Lever) and Or. Se Kopran) Ae some kay payors. Nye the Undisputed leader nthe category wih ‘tose 0 4035 market sare. “Theve isa definite shit inthe way the category is being perceived, vith patterns of family grosth being an impotiant factor In infueneing sales, For intanee, ewer chaloren per tamiy have resulted in greater individual tenon per child, speciteally to thelr physical and mental well-being, So an ailment ike pricy heat, which eater might have received seant attention, has ‘ow become an area a concern Contemporary ie styles and the media invasion has alsa rested in tactional remedies, ine te apalcation of Sandalwood paste, being discarded in favour of modern alternatives lke PHP. (Couple with tis is the grovang respect for Diche and specialist cures. ‘ore anc more consumers in ind, tke ‘thet counterparts in the West, are Increasingly mewing away from omniscient ppanaceas fo specialist cures and remedies, ‘creating opportunities for brands tke Nyci In action, consumers in nda are ‘becoming increasingly demanding about products And even within the PHP ‘clegory there seems to he need fora ‘powder that not only promises cue from ricky heat but has also @ cosmetic pls ‘Given this scenario, brands that of this additonal bene should have Veen able to ‘wean sway consumers, However, Nye thas overcome ths percept hurdle and continues 1o dominate tha category wit “Superior eieacy at an affordable price Achievements ‘nyelhas managed to bud an enormous ‘ecuity among consumers, cutting across the cverse Indian panorama. The sheer ‘numbers are mind: bogging -abiion| ‘people, 70% of them inthe 627,000 Yolages thal consti rural nda is a Nye ‘stronghold. This kind ofa muit-cutura ‘muitringual, kaleidoscopic market erviron- iment has not been seen aryuhere else in the word, inthe last five years, a siew of ‘new producis have been launched along witha few spurious ones tying t pass off 2s Nyc (to obviously leverage as strength and consumer pull. Nyc has had to work that much harder 9 eta ts positon a the number one prickly heat powcer brand in india, Retteshes hy its success af recent years, and in ts quest tobe an international ‘symbol of prickly hea protection, Nei has ‘expanded is ranenise to cover Nepal ‘Nigeria andthe Midele East counties. 80% plus awareness, 2 90% ls Wil across markets, very high] Conversion and retention rates all bear testimony to Nyeis equity (Source: Usage & Artiudes Study on Prickly Heat Powders), History Nyellwas a crug manutactured and markcted by Batsh Drug House, used maint 1 west athlete's foot and bedsores. Iwas acquited by Glaxo in 1958 ana sod, from the folowing year, as an OTC product by Glavo's then ney formed Family Procuets Dnrsion. It was marketed a a powder to ight ricky hoa body odour and excessive perspration with a special ingrestent: ate geem-kiliog chlorphenesin. ‘The early 1970s saw the ‘cactus! mnemonic being replaced by the bramble Nyei Blue (Pack colour) was positoned as prick heat powder and the woman wth ‘ bramble on her back became a lasting visual deity. Nye Sandal was launched in1973 a8 a Bodyguard powder to ight infection, body odour and perspiration. Nye was then repositioned as a Prickly Heat Pesider wath Sandal asa ragrance variant. Nyoi Lavender launched in 1988 was targeted at young urvan consumers with a more cosmetic appeal 1.2995 Heinz Inia acquired Nye n 11999, Kye dropped ts pices considerably tomake the brand more afordable tothe m All day ~ inthe sun? No sweat.Hence, as a leader it 100K onthe onus of expanding ard deveoping the category. Currently Nyi Classic (Blue Pack isthe lead vanant which the consumers identity and relate with wie Nye Sandal and Lavender are the prickly heat fragrance vatiants.Nyers positioning nthe market Sands a The Mast Effective Prickly He Fhe. Product ‘yt a nertage of ver 34 years, Nyc nas became almost generic othe picky Neat, onder (PHP) category and is wasiy one of the most recognised brands in india. Nye has driven giow inthis catogory adits atractiveness is event from the number Of brands tying to make thelr presence fet int ‘The products formulates on a te. prenged holstc approach to combat ricky heat: prevention, hea and soothing, reversion s made possivie bythe 51% pharma grade sare that Nya eontans ‘The stareh absorbs swoat and keep ths skin ty anf possi the best way te prevent prickly neat attected skin Is nealeg by Chlesphenesin, which nights of he bacterial and fungal nfecions and provides the healing touch. The soothing sensation comes from Zine Oxide, which proviles Soothing protection to the skin, Prickly heat as an iets pt rested to any particular consumer type. Chien wth more detcate skin ana greater exposure to direct sunighttand tobe more Vulnerable. Thus, m most cases its actualy the moder who buys the brand for het etalon and he tamiy. Nyet Understands the mother's conoeens and \wormes and offers her a procuct that helps combat and ace picky neat a funesonal eve Recent Developments, In May 2002, Heine undertonk a Q: BAY on Nyon order to understand how the consumers peteeived i. The Q: BAV or (Quick BAV isa category customised version of the Brand Asset Valuator(BAV), proprietary tol of Young and Rubia, ‘which the most exons word wide study on consumer perceptions of brands. ‘The Q: BAV research methodology entaieg responses trom 1,494 women respondenis in the age group 21/45 years ‘The centres chosen were Mumba, D2, Kolkata and Madu. The analyses Suggested tha the PHP catagory per se ‘was a fay wel-estabished and wo penetrated category. The MISOFFE cuve, thin vacks spontaneous anareness versus famiaity showed that Hye was very high on both parameters - and way ‘thead of ether brands inthe PHP ategory. twas, infact. nearly on par with tther non spect aum power brands Such as Ponds. Nyc is eer the category leader, especially amongst he core target marke: housewives, aged 25/40 with School gong kas between 4 years. ‘Towards becoming a more contemporary and vibrant band Nyc has seen alot of civ in 2003. Improvement in packaging to high ts unique tree-way formula; Increase inthe size of te branding for Deter isblity on shop sheWes; a new favertsing campaign May 2003 0 fstabish greater sensitivity tothe PHP problem. And to provide an emotional payoff of wring’ and not beng et down by pekly neat This new communestion Is warmer and leverages the motherson relationship. which has characterised Nye (ver se many yeas. Recognising evolng Consumer preferences, Nyet i evaluating ew packaging and product formats In January 2004, Nyol launched ts Sandal and Lavender variant ta sleowor and ‘more modem looking pack in Tam Nau and Kerala. Ths new pack has received Uinanimously postive ratings trem tonsumers who have deserbed the neve pack as modern, young, styish and Wendy ‘Those are some ofthe changes Nyc, as a marke leader, has accomplished dive its dominance and superony in tne prickly heat category and mainain ts number one Promotion ‘ye has been successful in managing the challenge a efecively communicating its proposition ina short Season ime span ot four months ‘Since Nyc caters toa large cx0ss section of constmers across the county, elevson has boon the primary medium of advertising, The bands unique seling Droposiion (USP) scented largely on the uratve benefe "Tae Wost Eecwe Prekyy Heat Figher, Other media vehicies have been chosen to give a ‘surround effect during te season and t ensure that it remains top of mind. In urban india hoardings bus shales, press and radio have played a major role. And in rural india wall painings, tn plates have had a huge Impact. The peputaity and dominance ot ‘yl cantnues i pervade matzng it impossienot to touch the ives of Consumers mn more and more rural marvels ‘Adaiionay, seasonal promotor oters land actviies have also been undertaken, (One sun acct waste Summer GGetanay Contest run in 1997 which received a stupendous response fom ll ver india ‘yo has also lee many mea innovations lke sponsorship of weather reports and talor made epots on Discovery Channa Such imavatons have heed inere ase brand salience, strengthening t= leadersip status m2 now, tighly competitive cafecory. Tocommu-nicate Ny eicacyn provontng ging and soothing richly heat the company runs a campaign to auhebas tho taantlic: LEGON. ‘This campaign nights the Nye poduct compostion andthe resultant product cefieacy to each pasdiatician'GP. Ae, eran ates ‘Over the years Nyc ts unpretentious ‘unetonalty has come ta symbalse and embody an earthy. extremely dependable fad a nos cure fr prickly heat. ts teacy n tesolving the problem of prickly heat ensures tat it has won a place nthe ear’ of poop. ‘The band comes of with values that are warm, engaging, spied and progressive. From a ard and funtion eave brand, ‘ye now wants tobe seen as a warmer, and a mote endearing brand, whilst Consistent being the most effective product in the market, er Til 1969 Nye was used to teat athot's foot and bedsores ‘yo has Chiorphenesin whichis an ‘ete ant-acterial and anti-fungal agent. In severe summers when the incidence ot prickly hea is high, Nyel has ‘experienced even tiple git growths. vel com