Marico’s

Over The Wall

Season 7
 It’s time to don the hat of a
business leader and think like one!
4 Categories…
Multiple Brands and Products...
Endless Opportunities..

Male Grooming Hair Care Foods Skin

Share with us your big idea on any one of these categories!

All you need to do is….

Select one of the 4 categories

Go through the category context
Do your own research on the category

Come back to us with your big idea in that category!

Detail out the following in your submission:

Who is the consumer?

What is the consumer insight?
What’s your one big idea?
Mention the business opportunity/ feasibility
What’s the business plan (Investment, ROI etc)
If it’s a product idea, discuss the 4 Ps
Category Overview
1. Male Grooming
Indian Male Grooming market has touched
INR 7500 Cr.

8
 GROOMING IS THE NEW VISITING CARD
Growth observed in the following attitude among Men

Being well groomed is essential to being successful

51%

57% Keep up with the latest fashions

52% Beauty is not God gifted; it can be enhanced

Take special care to enhance appearance

49%

Source: TGI repot

Base: Male Individuals
Understanding the audience : They are constantly evolving
Ambitious
The audience is constantly seeking
ways to improve their
circumstance
Some college students trying to
keep multiple courses or work
simultaneously
Older audiences travelling great
lengths seeking the next big break
Independent
The audience is confident in their
abilities and preparation
About moving ahead with what
they have and working on what
they do not
Able to take decisions by
themselves using their mentors
and confidants as guides
Updated
The audience have a fear of
missing out (FOMO) and often
keep track of the trends and
happenings around them
Therefore constantly seeking what
is new and trendy in the world of
fashion as well as careers.
Fun for the audience comprises of a variety of spaces in the social
context

Sports Hanging out Pubs Eating out

Social media Gaming Trips and getaways Movies and music

Each of the spaces fit better
within the social context

Thus making social interactions and

images in the forefront of their existence
The audience have become increasingly aware of their
grooming habits
Nourishment

Today they have each a large inventory that

goes beyond the basic soap and shampoo.
Occasional

However can be divided into three broad

categories

Essentials
 Essentials
The concept
Comprises of those items that are
necessary in impression building
The absence of these will items is
believed to have serious social
implications
Not using these items could lead to
embarrassment and even ostracize
them from their social group
The motivation
Fear of being excluded,
embarrassed and ridiculed is the
main motivation for this space
The product range
The impression building tools
primarily focus on products for the
cleanliness, face care and others
that focus on body odor
Cleanliness: Soap, shampoo,
shaving cream. The older
working audience also include
sanitizer in the mix here.
Face care: face wash and
cream. (fair and lovely for
those conscious of their dark
skin)
Body Odor: Deodorants,
perfumes and attar
Occasional
The concept
Refers to those moments that are
distinct from everyday occasions
While special occasions do form a
part of these occasions, the weather
and situations tend to formulate this
space
Additionally the use of substitutes
for essentials also falls in this space tag are used rarely
The motivation
The need to further enhance ones
appearance and
To be appropriately prepared and
dressed for specific situations such
as sports, marriage functions etc
The use of substitutes are governed
by convenience and efficacy –
however owing to the higher price
The product range
The product range here comprises
of the essential plus categories.
These would include
- Hair products (gels/ creams/
sprays) to maintain hair style
- Shaving gel/ foam
- After shave (for a few)
- Hair conditioner
Nourishment
The concept
Refers to the space which is often
ignored by the audience
Recognize the usefulness of
products for nourishment, however
unmotivated to make it a part of
routine… often found to be
cumbersome to apply and hence
avoided
The motivation
The motivation comes from some
issue that they are presently facing
or trying to avoid
This could also fall in the
enhancement space where they feel
some aspect needs specific
attention
The product range
The space includes items such as
- Hair oil for growth
- Hair oil to tackle dry skin and oily
skin
- Sunscreen and moisturizer
- Use of aloe vera and medicinal
products may also be included
here
Marico’s current play in Male Grooming

• Hair Styling Basics- Hair Gel

Hair Styling • Superior Styling Formats- Waxes, Pomades, Sprays
• Engaging from Males in the age band of 18-30 years

Perfumery • Gas and No –gas based perfumery

• Out of home perfumery- Set Wet Go portable packs

Studio X • Range for the more evolved metro consumer

• Regular Range & Charcoal Range
Male Grooming Emerging Trends
Ingredient led Innovation – enables to charge Entry into new age categories – sheet mask,
premium peel off mask, de-tan, Anti-aging, scrubs etc.
 2. Hair Care
Understanding the Hair care category
Indian haircare industry worth over $3 bn

one of every two rural consumers is seeking

entry-level hair nourishment products,
resulting in the rural market contributing 54%
to the segment.

Men also consider hair the most important

aspect of beauty
beating the second most important aspect of
physique by as much as 2.5 times

19
Understanding the Hair care category

Premiumization seen in the category-current growth of

the premium segment is between 1.3 times and 1.6
times as compared to with overall haircare category.

Nourishment and maintenance products account for

around 48 per cent of the market, followed by problem
solutions brands contributing to 41 per cent of the hair
care market

Styling contributes to 11 per cent of the market

20
 Some trends in Hair Care
Category penetration

HO Shampoo Conditioner
Penetration levels 92
Hair oil and shampoos are the most 87

penetrated categories, conditioners only 10%

penetrated

Rise in conditioner, serum usage among

consumers who decline hair oiling frequency

The younger consumer (15-25yrs) adopting a 10

low more newer categories
All India

21
Trending ingredients and claims
Botanical/Herbals account for 70% of claims,
followed by moisturising and damaged hair
 Category
Marico’s Portfolio play

Premium hair care

New formats Livon, Silk & Shine, True Roots & Crème oil

Premium hair oils

(Problem Solution oils)
Livon HG, Ayurvedic Hair Oils

Value added hair oils

Nihar Naturals, Jasmine, Hair & Care

Base oils
Base Oils-Coconut Oils
3. Foods
INDIA: THE SOLE BIG MARKET WITH DOUBLE DIGIT FMCG GROWTH
Foods with 55% contr. to FMCG, growing faster @15%

North America

0.3%
2.4% 1.8% Europe 6.0% China
3.7%

GLOBAL
INDEX 14% India
Asia Pacific
4.3%
3.7%
Middle East & South 5.0%
INDIA Contr. % Growth% 5.1% Philippines
Africa
Vietnam
FMCG 100% 13.6%
FOOD 55% 14.6% 0.6%
0.5%
NON FOOD 38% 12.5% 3.7%
2.7%

Latin America

Source: Nielsen Retail Data MAT Dec 2017 | Val Gr YA

CONSUMER TRENDS
 1 2 3

Urban Living and Stress

Against The Backdrop Of
Growing Health Concerns
consumers move to self care
gravitating towards organic
foods which are devoid of
harmful pesticides.
increase the incidence and In the quest for maximising
early onset of Lifestyle nutrients from the calories they
diseases. Superfoods eg consume, consumers are
increasingly choosing Functional
avocado, chia seeds are looked
Foods which contain ingredients
at as immunity boosters which which boost the nutritive value and
fortify against both help the body regain a healthy
communicable and non balance eg probiotic yogurt
communicable diseases.

Organic Superfoods Functional Foods

 4 5 6

With increasing global

exposure due to travel and As the percentage of working
As access to the women in India still remains a low
variety of dishes the web, there is growing
aspiration to imbibe global 16%, cooking full meals at home is
increases, regional an everyday activity for most
favourites like Dosa, cuisines in the food cooked
at home and thereby homemakers. They are thus on a
Idli, Pav Bhaji, constant quest to increase the
Malabari paratha etc increase the appeal and
variety of home cooked health quotient of the food cooked
are increasingly at home aspiring to induct new
appealing to National food. Mediterranean,
Chinese, Thai cuisines are ingredients, vegetables and
Palates. mediums in the food they cook.
top favourites.

Regional Favourites International/Fusion Healthier Homemade

MARICO’S FOOD JOURNEY

Range of
Heart Healthy
Oils

Healthy & Tasty

Masala Oats

Healthy
Gourmet
Products
 4. Skin Care
Skincare category – A Snapshot
A 9500 Cr Category
Value Contri. & CAGR

Category
CAGR: 11.4 VALUE CONTRI. - MAT SEP'18 CAGR CATEGORY CAGR
21.3
16.8 17.3

12.1 12.2
10.9 10.7 10.1 10.0 10.7
7.8
5.2

22.1 17.5 13.8 11.5 6.9 6.3 6.0 4.7 4.4 2.4 2.3 2.0

FAIRNESS FACE WASH LOTIONS DERMA BLEACH ++ CREAMS ANTSPTC CRM PET JELLY OTHERS BB CC FNDTN SUNSCRN/LTN ANTI-AGEING

• Fairness and Face wash, Lotions & Derma are the largest segments contributing to 65% of values sales
• Lotions, Derma, Creams, BB CC Foundation and Sunscreen are witnessing faster than category growth
• Anti-Ageing followed by Fairness are the slowest growing segments in the category
Skincare – The evolved consumer journey
 Key Skincare Trends
• K-Beauty is here - to be worth over $4.5 billion by 2020
• Inspiration from the brands to enable first entry into India

• Growth of Natural Skincare ingredients

• Natural – 1/3rd of personal care market – growing at 2.5 times
that of non-natural

• Consumers looking for advanced skin benefits – pollution protection

/ BB CC creams

• New product formats – gels for sunscreen

• New claims - Sensitive skin claims / Free from products
Range expansion journey for key brands
45
40 39
36
35 33
30
25
20 16 16
15 10 10
10
4
7 6 68 8 6
5
0
Categories Products Categories Products Categories Products Categories Products
Lotus Ponds Olay Wow
2002 2005 2008 2011 2014 2017

Most key brands – established or new expand to 6-8 product categories with about 15-29
products within Year 2 of operation
Skin care Play – Legacy Brands
Skincare Play – New Age Brands

35
Marico’s foray into premium skincare
Highly Aspirational & Expert

BUT
KAYA SKIN CLINIC
The skincare Expert Known for ‘skin treatments’ – Not daily use
Expensive
Not widely available
 Kaya Youth – The Vision

Kaya: The Mentor

Kaya Youth: The credible ‘influencer’

The accessible beauty expert you look up to for modern, trending,
effective and easy everyday skincare/beauty solutions

Relevant Accessible Forward Thinking

Expertise
The category gap

The Big Gap

Basic Moisturizing

Fairness Fairness+
 YOUNG &
THE SOLUTION FAIRNESS GLOWING SKIN ANTI AGEING
KAYA YOUTH Range
Sheet
Masks

Day Cream Face Wash Face Scrub Face wipes Micellar water
All The Best!