Professional Documents
Culture Documents
Revised Jan 5 09 S
Revised Jan 5 09 S
PARAS
Focus Brands
Livon
SetWet Gels and Deodorants
Recova
DermiCool
FY Budget
Discussion
Overall Sales Scenario
PERSONAL CARE YTD NOV
Rs. in Lacs
9264
10000
781 30
9000 653 %
703
8000 6574
1179 Other Brands
7000 805
703 SETWET GELS
6000
452 RECOVA
5000 3535 1240 LIVON
4000 SETWET DEO
2000 2414
909
1000
0
07-08 08-09
3000
2414 2465
2500
2000
1500 1240
1179
1000 909 805
703 703 781
653
452
500
0
DERMICOOL SETWET DEO LIVON RECOVA SETWET GELS Other Brands
-62.35% -30.26% 5.23% -35.76% 7.63% 3.12%
Overall Sales Scenario
Rs Lacs.
Personal Care Primary Zonal YTD Nov
3000
2780
2559
2500
2103
2000
1611
1500 1404
1282 1283 07-08
1259
1183 08-09
1000
681
500
0
EAST NORTH1 NORTH2 SOUTH WEST
-20% -42% -51% -9% -24%
LIVON
Initiatives discussed in last meeting
Market Scenario
Current Market Shares
Internal Sales Data
Current Brand Activation
Generating consumer pull with Main-Line Media activities
Brand Planning
Research Findings
New Brand Architecture
New Product Developments
Initiatives discussed in last meeting
New packaging – New Packs launched from 1st Jan 09
LIVON;
LIVON; 1665.6874; 60%
1541.6612; 53%
0
Apr May Jun Jul Aug Sep Oct Nov
Leverage the core of Livon further in terms of brand share gains and category
expansion
Growth of brand – what extensions with special properties. Assess the existing
need gaps in other hair care categories and fit of Livon with these ‘needs’ /
‘need gaps’ (Shampoos, Hair Colorants and Leave On conditioners)
Current usage of Livon
Frequency of usage: Once a month
Once in 2 months
6%
13%
2-3 times a month
15% Once in 3-4 months
/ less often
4%
2 times a week or
more often
Once a week 25%
37%
Only a fourth of Livon users use it more than once a week – problem solution
usage constraining usage of brand
Livon usage strongly linked to hair wash – but not every hair wash
Expensive 10 6 8 19 16 10 10
Expensive 10 8 13 7 6 15
Causes hair fall 7 8 6 10 6 6
Poor quality product 3 - 6 2 - 5
Makes hair tangle free 2 3 - - 2 3
might hair fall 2 3 - 1 - 4
Key Reason for lapsing: Expensive – mainly in south & east, higher age-group
Base: Current Users of Livon
(191)
Identifying Problems in Growth
Conditioners & Livon: Similar benefits – eating into the post-wash lotions
category
Livon Silky Potion Detangling Soft, Silky & Manageable beautiful Hair
Pantene Livon
Health Shiny
Manageable Soft, Silky
Beautiful Hair Beautiful Hair
Brand Planning
Beautiful Hair
Product Variants
Livon: Brand Architecture
Beautiful Hair
Serums Conditioners
Conditioners Packaging
NEXT STEPS FOR LIVON 2009
Strengthen brand imagery with Re-launch till March End
New Product Development
Conditioners
SETWET
Initiatives discussed in last meeting
Market Scenario
Current Market Shares
Internal Sales Data
Current Brand Activation
Generating consumer pull with Main-Line Media activities
Brand Planning
Research
Revamping packaging of existing packs
Initiatives discussed in last meeting
Duplicates is a big issue with both Gels and Deodorants:
New Packs to be launched from 1st March 09 for Gels, Deos, Talcs
Product Extensions:
Deo Talc for next summer: WIP for March 09 Launch
Styling Gels – better formulation and wet look. : WIP for March 09 Launch
Work on hair cream with ‘do good’ benefits: WIP, Tentatively to be launched
around Sep 09
Also explore styling gels with natural ingredients (to lessen the damage feeling) -
WIP, Tentatively to be launched around 09
Market Scenario
BRYL- BRYL-
SETWET ; CREEM ; SETWET ; CREEM ;
839.3338; 1193.6537; 888.6221; 1178.2357;
32% 45% 33% 43%
PARK AV-
ENUE ; PARK AV-
230.6014; 9% ENUE ;
AFTERSHOWER ; 254.9991; 9% AFTERSHOWER ;
388.4197; 15% 400.5672; 15%
20
0
Apr May Jun Jul Aug Sep Oct Nov
212
200 187
157
146 150
150 135
123
110 07-08
100 08-09
73
63
50
0
EAST NORTH1 NORTH2 SOUTH WEST
-10% 17% 8% 11% 14%
Market Scenario
SETWET;
SETWET; 15084.048
11258.547; ; 20%
24% AXE; AXE;
22117.411; 33638.1790
REX- 47% REXONA; 000002;
ONA; 3817.9910 44%
3298.59 0000001;
4; 7% 5%
PARK PARK
AV- AVENUE;
ENUE; 8896.3689 NIVEA; CINTHOL;
NIVEA; 1073.132; CINTHOL; 9999996; 4003.5239999999 2147.432; 3%
6348.24
2% 1368.27; 3% 12% 9; 5%
2; 13%
200
155
100
0
Apr May Jun Jul Aug Sep Oct Nov
1000
811
800 774
707
638 615
600 07-08
459 08-09
398
400
286
200 181
0
EAST NORTH1 NORTH2 SOUTH WEST
-28% -37% -49% -13% -28%
Brand Activation
Brand architecture : Set Wet vs Set Wet Zatak vs Zatak – their salience
Sub – branding architecture
53 6
Well known/reputed brands
66 9 51
Manage hair better
Help me to manage my hair better
6
Help me to manage my hair better
7 1
Help me to manage my hair better
50 -4 26
International brands International brands
-2 International brands
51 -2 60
International brands
0 International brands
8 2 International brands
55 3 36
Sexy and attractive brands Sexy and attractive brands
3 Sexy and attractive brands
56 0 61
Sexy and attractive brands
0 Sexy and attractive brands
50 -1 32
Pleasant fragrance Have a pleasant fragrance
-1 Have a pleasant fragrance
48 0 57
Have a pleasant fragrance
-1 Have a pleasant fragrance
6 3
Have a pleasant fragrance
52 -1 30
Not too expensive
Reasonably priced / not too expensive
-12 Reasonably priced / not too expensive
36 10 66
Reasonably priced / not too expensive
-1 Reasonably priced / not too expensive
42 8 38
Sexy/ attractive advertising
Advertising that is sexy / attractive
12 58
Advertising that is sexy / attractive
-3 51
Advertising that is sexy / attractive
-1 Advertising that is sexy / attractive
46 -8 21
Mild/gentle fragrance Have a mild/gentle fragrance
-9 Have a mild/gentle fragrance
38 7 62
Have a mild/gentle fragrance
-1 Have a mild/gentle fragrance
45 6 35
Attractive packaging Have an attractive packaging
9
Have an attractive packaging
62 -10
Have an attractive packaging
7 7
Have an attractive packaging
60 -6 27
Macho/rugged image Have a macho/rugged image
1 Have a macho/rugged image
42 2 32
Stylish/ attractive hair
Make my hair look stylish / attractive
5
Make my hair look stylish / attractive
55 0 58
Make my hair look stylish / attractive
0 Make my hair look stylish / attractive
7 3
Make my hair look stylish / attractive
53 -8 23
Make me look attractive
Help in enhancing my appearance
and makes me look attractive
0
Help in enhancing my appearance
and makes me look attractive
51 2
Help in enhancing my appearance
and makes me look attractive
61 -1 Help in enhancing my appearance
and makes me look attractive
7 0
Help in enhancing my appearance
and makes me look attractive
51 -2 30
High quality brands High quality brands
3 High quality brands
56 -6 56
High quality brands
0 High quality brands
8 6
High quality brands
59 -3 30
Appeal to youth Brands that appeal to youth
4
Brands that appeal to youth
54 2 61
Brands that appeal to youth
-1 Brands that appeal to youth
7 -3 Brands that appeal to youth
47 -2 29
Status symbol brands Status symbol brands
7Status symbol brands
58 -9 Status symbol brands
56 -5 27
Oily/sticky hairMake my hair feel oily/sticky
-7 Make my hair feel oily/sticky
32 8 54
Make my hair feel oily/sticky
-3 Make my hair feel oily/sticky
3 -4 Make my hair feel oily/sticky
35 6 31
Enhance confidence Helps enhance my confidence
0 Helps enhance my confidence
50 -2 Helps enhance my confidence
56 3
Helps enhance my confidence
10 3
Helps enhance my confidence
53 -4 27
I will never consider using I will never consider using
-5 I will never consider using
7 -3 11
I will never consider using
6
I will never consider using
8 -5 I will never consider using
7 8 16
IMAGE OF SET WET vs. COMPETITION – HAIR STYLING USERS
Set Wet has been successful in being seen as a status symbol – with sexy
advertising and stylish packaging, helping manage hair as well as leave looking
stylish / attractive
Set Wet brand needs to have a common ‘communication code’ between its hair
styling offering and deo offering – with a common brand architecture (to gain
rub-off from advertising across both categories)
Brylcreem seen to leave hair oily / sticky (cream format) but seen as a reputed brand
at an affordable price – hence more generic to the category?
Parachute After Shower is seen as a ‘me too’ to Brylcreem’ – with a weaker equity
than Brylcreem
Garnier seen as a high quality brand that is a status symbol
IMAGE OF KEY BRANDS IN DEO BRANDS - BASE
ALL
Set Wet Axe Rexona Nivea Denim Old Spice
known/reputed
brands
-4 45 -1 88 4 51 -4 36 4 54 2 38
Well
Well known/reputed brands Well known/reputed brands Well known/reputed brands Well known/reputed brands Well known/reputed brands Well known/reputed brands
Reasonably
expensive
Reasonably priced/not too exp.
Reasonably priced / not too
expensive -5 29 -5
Reasonably priced / not too
expensive
57 Reasonably priced / not too
expensive 10 43
Reasonably priced / not too expensive
3 31 -2 Reasonably priced / not too
expensive
33 -1 24
Advertising is sexy/attractive
Advertising that is sexy / attractive
5 40 Advertising that is sexy / attractive
871 -5 Advertising that is sexy / attractive
29 -5
Advertising that is sexy / attractive
23 -1
Advertising that is sexy / attractive
35 -2 24
Have a mild/gentle fragrance
Have a mild/gentle fragrance
-5 29 -5
Have a mild/gentle fragrance
57 Have a mild/gentle fragrance
10 43 Have a mild/gentle fragrance
5 33 -4 Have a mild/gentle fragrance
31 -2 23
Have an attractive packaging
5 42 3 71 -2 34 -4 26 1 39 -3 25
macho/rugged
Have an attractive packaging Have an attractive packaging Have an attractive packaging Have an attractive packaging Have an attractive packaging
image
High quality brands High quality brands High quality brands High quality brands High quality brands
Brands that
Offer wide range of fragrances Offer wide range of fragrances Offer wide range of fragrances Offer wide range of fragrances Offer wide range of fragrances
Upmarket brands
Meant for
Among triers of Set Wet, the brand has an extremely strong equity in terms of
Need a cleaner brand architecture to ensure that this advantage can be widened
Though the current penetration of hair styling products is only moderate, there is a
While we are reasonably high on recall, we are far short in 'brand usage’
Major association of the brand is with hair gel and as a style brand
Consumers are willing to buy a bigger Pack for a slightly incremental cost
Brand Planning
Retaining the overall look and fell of the brand, with minor tweaks to
• Synergies with the overall brand values of Brawny, sturdy and passionate
• Moving away from heart symbol
• Giving it a more Contemporary and Powerful Look
Brand Planning
New Architecture for SetWet
[Promise] Be your own Competition / Turn the Chase / Paradise Found / Heavenly
[Rational Wide Range Of Looks Wide Range Of Fragrances Wide Range Of Talc Fragrances
Benefit] to suit Every Man’s style to suit Every Man’s style to suit Every Man’s style
[Differentiating
Reason Wide range of Wide range of
Wide range of SEXY looks
Why] Devastating Fragrances Devastating Fragrances
118
120
100 93
88
81 84 81
80 74 74 76 75
07-08
60 08-09
46 47
40 34
28
23
20
0
Apr May Jun Jul Aug Sep Oct Nov
246
250
198
200
151
150 07-08
119
102 08-09
100 91 83
61 57
47
50
0
EAST NORTH1 NORTH2 SOUTH WEST
-24% -27% -58% -18% -24%
Brand Activation
Recova Research
Objectives
Healthy Skin 4 6 -2 67
27 27 NA
Oily skin
23 23 NA
Dry Skin
18 18 NA
Skin with blemishes
6 6 NA
Dull looking skin
6 6 NA
Skin with wrinkles
5 5 NA
Black Skin
5 5 NA
Soft Skin and Glowing skin are the main needs mentioned spontaneously as desired
states – are also key ‘gap areas’. Wrinkle free skin is not a strong spontaneous desire
AMONG ALL
Brand Planning
AMONG ALL
Brand Planning
Need gap and
Perception of Leading Three brands
Glowing skin and Beautiful skin- two highest need gaps, followed by younger
looking skin. Users of anti-ageing cream do mention wrinkle free skin.
•Recova
•Garnier Garnier- The Science of Skin Correction
(Naturally) problem solution
Speed
Implications of Research
From
Skin Rejuvenation Cream
to
Anti-Ageing Cream
Changing
The Science of Skin Correction
to
The science of beautiful Skin
Brand Planning
Brand Planning
Overall Planning for Dec-08 to Mar-09
Revamping packaging of existing packs
Consumer Promotion Offer in New Variants
Introducing Smaller Sku in New Variants
Initiatives discussed in last meeting
New packaging – To be launched from 15th Feb 09
NYCIL; NYCIL;
5192.6013; ITCH 4939.5075;
42% GUARD; 42%
3680.5574; ITCH
29% GUARD;
3030.916
6; 26%
NAVRATNA;
NAVRATNA; 1138.8026; 10%
779.8712; 6%
800
702
673
700
600
500
07-08
400 359 356 08-09
300
200
66 8155
100 49
15 2023 1325 6 9
0
Apr May Jun Jul Aug Sep Oct Nov
DermiCool has de-grown by 62% in value terms.
YTD Nov 08 - 941 Lacs; YTD Nov 07 - 2640 Lacs
Market Scenario
Natural ingredients
Medication/medicines
-0.4 Boroplus
-0.5
-0.7
-1 -0.8 -0.6 -0.4 -0.2 0 0.2 0.4 0.6
Dim 81.6 %
Dermicool can get some share out of Nycil users by coming closer to ‘immediate relief’ and
‘cure the problem’. 69
Brand Planning
Need to build the image of being a brand that offers long lasting relief as well and
not just immediate relief
In terms of imagery, there is clear cut differentiation in the image of general talcum
powder and prickly heat powder brands.
None of the prickly heat powder brands perceived as a brand that offers protection –
opportunity for Dermicool to ladder the curing to protection and thereby establish
the brand on “Protection + cure”
This could also motivate the consumers to use Dermicool regularly and not just to
get relief from prickly heat problem
Positioning
Gen.Talc Cooling Talc PHP
Medication/medicines
-0.4 Boroplus
-0.5
-0.7
-1 -0.8 -0.6 -0.4 -0.2 0 0.2 0.4 0.6
Dim 81.6 %
Skin Defense
Come summer and it’s impossible to stay fresh. The fiery sun is hell-bent on
wearing you down whether you are indoors or outside!
You need,
It keeps you,
Andar se Thanda, Bahar se Fresh!
Dermicool Protection Talc’s unique Tea Tree Oil formulation keeps you
bacteria free and deodorized all day long.
You need,
Dermicool BalanceTalc has Allantoin that keeps your skin bacteria free and
healthy all day long, all seasons.
You need,
Dermicool Nourishing Talc has Vit. E and Aloe Vera which keep your skin
nourished and healthy.
What is liked
Protection to skin is the key aspect liked for the concept Cooling protection and Cooling
Balance
For cooling nourishing talc concept, making skin healthy is the key aspect liked…which is
driven by the presence of ingredients
Freshness as a benefit, which is one of the important benefit desired from talcum powder,
is the aspect liked about the concept Cooling freshness talc
DermiCool DermiCool
Skin Defense Range PHP Range
NEXT STEPS FOR DermiCool 2009
Consolidate the Brand with the Re-launch till June End
Launch Products under DermiCool
Daily Defense
Budget – Personal Care
08-09 LE 09-10 Budgeted
45
40
40 38
36
35
30
24 25
25
21
20
15
15
12 11 10
10 8 8
6.5
5
0
DER- DC SD LIVON RECOVA SW GELS SW DEOS SW GOLD
MI- TALC
COOL
LE FY08: 107 Crs; Budgeted FY09: 148 Crs
Discussion
Launch Schedule
Brand and Variant Launch Months Marketing
( Product Placement) Activities
Livon – Serum Sachets Dec 08 Feb 08
Livon – Serum New Packs Jan 09 Feb 09
Livon – Serum Variants Jun 09 Jun 09
Livon – Conditioners Aug 09 Aug 09
Livon – Oils Dec 09 Dec 09
SETWET Gels Mar 09 Mar 09
SETWET ZATAK Mar 09 Mar 09
SETWET GOLD Mar 09 Mar 09
RECOVA – Increased shelf life (new packs) Feb 09 Feb 09
RECOVA – Improved Formulation Jul 09 Jul 09
RECOVA – Day Cream Jul 09 Jul 09
RECOVA – Under Eye Cream Jul 09 Jul 09
RECOVA – Instant Wrinkle Removal Jul 09 Jul 09
RECOVA – Stretch Mark Removal Jul 09 Jul 09
DERMICOOL PHP – Current Packaging Mar 09
DERMICOOL Cooling Talc Mar 09 Mar 09
DERMICOOL PHP - New Packs April 09 May 09
Livon Research: Objectives
Understand the regimen of hair care
Ways to increase the hair serum category by getting women interested in the
category (Barriers to usage of hair detangling products and the opportunities
that exist in terms of creating ‘higher penetration of detangling products’)
Assess equity of Livon in terms of the ‘do good’ (Functional) vs. ‘feel good’
(sensorial) vs. ‘look good’ (beauty) framework
Growth of brand – what extensions with special properties. Assess the existing
need gaps in other hair care categories and fit of Livon with these ‘needs’ /
‘need gaps’ (Shampoos, Hair Colourants and Leave On conditioners)
Set Wet Research
Objective