Personal Care

Paras

Hair Care • Skin Care • Men's Grooming • Cooling Talc's

Agenda
Overall Sales Scenario

Brands In focus
Livon
SetWet Gels and Deodorants
Recova
DermiCool

Discussion
Overall Sales Scenario

PERS0NAL CARE YTD NOV

9537
Rs Lacs.
31%
10000
9000 6607

8000
7000
Grand Total
6000
5000
4000
3000
2000
1000
0
07-08 08-09
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%
Brand Planning

Focus brands Planning – Dec 08 to Mar 09

Rs in Lacs.

YTD
BRANDS Dec- Jan- Feb - Mar- Projection
NOV- FY 08-09
08 09 09 09 Dec-Mar
08
Deo 2606 325 201 193 438 1157 3763
GELS 703 93 89 53 139 374 1077
LIVON 1240 301 451 405 383 1539 2779
DC PHP 909 11 288 580 961 1840 2749
DC Skin
0 0 0 330 330 660 660
Defense
RECOVA 452 79 110 146 146 481 933
Livon
Market Scenario
Current Market Shares
Internal Sales Data
Current Brand Activation
Generating consumer pull with Main-Line Media
activities
Revamping packaging of existing packs
Introducing Smaller Sku
Brand Planning
Overall Planning for Dec-08 to Mar-09
Consumer Promotion Offer
Market Scenario

Serums OFF TAKE Market Share YTD NOV

2007-08 2008-09
SUNSILK NATU- HAIR &
RALS; 121.6994; CARE
4% SILK N LIVON SILKY SUNSILK NAT-
LIVON SHINE; HUES; URALS;
SILKY 978.4918 107.6602; 4% 52.6748; 2%
HUES; ; 34% HAIR &
261.9371 CARE
; 9% SILK N
SHINE;
969.04
LIVON; LIVON; 6; 35%
1541.6612; 1665.6874;
53% 60%

Value in lacs 2007-08 2008-09 Growth %

Market Size 2904 2795 -3.74%
Market Scenario

Livon Primary YTD Monthly Performance

Rs Lacs.
250
226
216
204
200 188
180 179
169 166
158 157
150 137

113 115 07-08

08-09
100
77 73
62

50

0
Apr May Jun Jul Aug Sep Oct Nov

Livon has grown by 5% in value terms.

YTD Nov 08 - 1240 Lacs; YTD Nov 07 - 1179 Lacs
Market Scenario

Livon Primary Zonal YTD Nov

Rs Lacs.
450
394
400
353
350
300 269 277
244 244
250
207 07-08
200 186
08-09
150 119126
100
50
0
EAST NORTH1 NORTH2 SOUTH WEST
10% 6% -12% 11% 12%
Brand Activation

Main-Line Media activation to

• Create favorable brand disposition
• Increase TOM recall
• Generate consumer Pull
Brand Planning

Overall Planning - Dec-Mar

Rs in Lacs.

YTD
Dec- Jan- Feb - Mar- Projection
LIVON NOV- FY 08-09
08 09 09 09 Dec-Mar
08

LV100 323 39 124 187 124 474 797

LV20 490 172 151 69 96 488 978
LV50 427 56 141 115 128 440 867
LV4 0 34 34 34 34 137 137

Total 1240 301 451 405 383 1539 2779

Brand Planning

New Packaging of current Variant Smaller SKU

Priced at Rs. 5

Launch Jan 09 Launch Dec08

Case size - 96 units of 100 ml; Case size - 1800 units of 4 ml;
168 units of 50 ml; 360 units of 20 ml; Marketing Support Planned
Marketing Support Planned from Feb 09 from Feb 09
• TVC • TVC
• POS • POS
Brand Planning

Offer PacK: Livon 100ml with Hair Brush

Launch Feb 09
Marketing Support Planned from Feb 09
• TVC
• POS
SETWET
Market Scenario
Current Market Shares
Internal Sales Data

Current Brand Activation

Generating consumer pull with Main-Line Media
activities
POS Support

Brand Planning
Overall Planning for Dec-08 to Mar-09
Revamping packaging of existing packs
Market Scenario

Gels OFF TAKE Market Share YTD NOV

2008-09
2007-08

BRYLCREEM
SETWET ; ; SETWET ; BRYLCREEM ;
839.3338; 1193.6537; 888.6221; 1178.2357;
32% 45% 33% 43%

PARK AV-
ENUE ; PARK AV-
230.6014; ENUE ;
9% AFTERSHOWER ; 254.9991; 9% AFTERSHOWER ;
388.4197; 15% 400.5672; 15%

Value in lacs 2007-08 2008-09 Growth %

Market Size 2652 2722 2.66%
Market Scenario
SW Gels Monthly Performance YTD Nov
Rs Lacs.
118
120 110 111
102
99 96
100 92
84 85
79 80
80 72
67
61
60 55 07-08
44 08-09
40

20

0
Apr May Jun Jul Aug Sep Oct Nov

SetWet Hair Gel has grown by 8% in value terms.

YTD Nov 08 - 703 Lacs; YTD Nov 07 - 653 Lacs
Market Scenario

SW GELS YTD Primary Zonal

Rs Lacs.
250

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

Deos OFF TAKE Market Share YTD OCT

08-09
07-08

ADDIDAS; 40.975; WILD STONE;

0% 1445.213; 10% ADDIDAS; 102.85;
1%
SETWET;
SETWET; 2924.292; AXE;
2352.842; 20% 6556.487;
24% AXE; 45%
4709.458;
49%
REXONA;
708.45; 7% REXONA;
PARK AV- 767.939; 5%
ENUE; PARK AV-
1347.856; ENUE;
14% 1685.062; NIVEA; 753.081; 5% CINTHOL; 430.461;
NIVEA; 218.278; 2% CINTHOL; 288.853; 11% 3%
3%

Market Size 2007-08 2008-09 Growth %

Value in lacs 9988 14665 47%
Market Scenario
SW Deo Primary Sales YTD Nov
Rs Lacs.
600 565 564
522 521
500
439 445

400 354 359

336
305 313 310
293
300 264 07-08
255
08-09

200
155

100

0
Apr May Jun Jul Aug Sep Oct Nov

SetWet Deos has de-grown by 30% in value terms.

YTD Nov 08 - 2465 Lacs; YTD Nov 07 - 3535 Lacs
Market Scenario

SETWET DEO YTD Primary Zonal

Rs Lacs.
1200 1131

1000
811
800 774
707
638 615
600 07-08
459
398 08-09
400
286
200 181

0
EAST NORTH1 NORTH2 SOUTH WEST
-28% -37% -49% -13% -28%
Brand Activation

Main-Line Media activation for SETWET Zatak to

• Increase TOM recall
• Challenge the Market Leader
• Ignite(Initiate) word-of-mouth publicity to have better SOV
Brand Activation

POS Support for SETWET Range –

Poster, Dangler and Shelf Sticker
Brand Planning

Overall Planning - Dec-Mar

Rs in Lacs.

SET YTD
Dec- Jan- Feb - Mar- Projection
WET NOV- FY 08-09
08 09 09 09 Dec-Mar
08

Deo 2606 325 201 193 438 1157 3763

GELS 703 93 89 53 139 374 1077

Brand Planning

SETWET Hair Gel

Launch Mar 09 –
Case size -144 units of 100 ml; 480 units of 25 ml
Marketing Support Planned
• TVC - Digital Media Activation – POS
Brand Planning

SETWET Zatak Deo

Launch Mar 09
Case size; 72 – 200 ml
Marketing Support Planned
• TVC - Digital Media Activation - POS
Brand Planning
SETWET Gold Deo

Launch Mar09
Case size; 72 – 200 ml
Marketing Support Planned
• TVC - Digital Media Activation - POS
RECOVA
Market Scenario
Current Market Shares
Internal Sales Data
Current Brand Activation
Generating consumer pull with Main-Line Media
activities
POS Support
Brand Planning
Overall Planning for Dec-08 to Mar-09
Revamping packaging of existing packs
Consumer Promotion
Introducing Smaller Sku
Market Scenario

Anti-Ageing OFF TAKE Market Share YTD OCT

07-08 08-09

SYNERGIE WRINKLE LIFT EVERYUTH DERMACARE EVERYUTH DERMACARE

34 AGE DEFENCE; 47.2938;SYNERGIE WRINKLE LIFT AGE DEFENCE; 12.0265;
2% 3% 18
1% 0%
GARNIER
RECOVA ; WRINKLE LIF
564.9104; 17% 870.8289; 27
GARNIER
RECOVA ; WRINKLE
603.8189; LIFT;
41% 611.2095;
41% POND'S AGE
MIRACLE;
1229.4195; NIVEA VISAGE;
38% 111.4816; 3%

OLAY TOTAL
POND'S AGE MIRACLE; NIVEA VISAGE; 14.8258;
EFFECTS;
168.5442; 11% 1%
422.4732; 13%

Value in lacs 2007-08 2008-09 Growth %

Market Size 1480 3229 118%
Market Scenario

Recova YTD Monthly performance

Rs Lacs.
140 133

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

Recova Deos has de-grown by 36% in value terms.

YTD Nov 08 - 452 Lacs; YTD Nov 07 - 703 Lacs
Market Scenario

Recova YTD Primary Zonal

Rs Lacs.
300

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

Main-Line Media activation

• Increase Brand Salience
• Create favorable disposition towards brand
Brand Activation

POS Support for Recova

Poster Product Dispenser

Brand Planning

Overall Planning - Dec-Mar

Rs in Lacs.

YTD Projectio
Dec- Jan- Feb -
RECOVA NOV- Mar-09 n Dec- FY 08-09
08 09 09
08 Mar

RC40 0 0 0 55 55 110 110

RC80 452 79 110 91 91 371 823
Total 452 79 110 146 146 481 933
Brand Planning

New Packaging under production

Launch Feb 09
Case size - 48 units of 80 ml; 96 units of 40 ml;
Marketing Support Planned
• TVC - POS - Consumer Promotion
Brand Planning

Launch of new Pack with Smaller SKU of 40 ml

Consumer Promotion priced at MRP 150
POS FOR CONSUMER
PROMO
Dermicool
Market Scenario
Current Market Shares
Internal Sales Data

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
Market Scenario

PHP OFF TAKE Market Share YTD NOV

2008-09
2007-08
SHOWER TO BORO-
SHOWER TO BORO-
SHOWER; PLUS;
SHOWER; PLUS;
2130.732 605.5448; 6% 1624.4074
707.8909; 6% ; 16%
8; 17%

NYCIL;
DERMI
NYCIL; DERMI COOL 4155.1392 COOL
5192.601 3681 ; 42% 2534
3; 42% 29% 26%

NAVRATNA;
NAVRATNA; 953.733700000001
779.8712; 6% ; 10%

Value in lacs 2007-08 2008-09 Growth %

Market Size 12492 9872 -20.97%
Market Scenario

DermiCool YTD Monthly Performance

Rs Lacs.
871
900
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

Rs in Lacs.
DermiCool YTD Primary Zonal
1000
900 880

800
700 656
600 538
500 07-08
400 347 08-09
300 265
227 219
188
200 131 131
100
0
EAST NORTH1 NORTH2 SOUTH WEST
-35% -76% -79% -40% -60%
Brand Planning

Overall Planning - Dec-Mar

Rs in Lacs.

DERMI YTD
Dec- Jan- Feb - Mar- Projection
COOL NOV- FY 08-09
08 09 09 09 Dec-Mar
PHP 08

DC-150 537 3 88 295 531 917 1454

DCL-150 143 2 74 147 177 400 543
DCL-225 8 1 79 56 52 188 196
DCS-150 157 2 44 59 177 283 440
DCLM-
150 64 2 3 22 24 51 115
Brand Planning

Overall Planning - Dec-Mar

Rs in Lacs.
DERMI
COOL Projection Dec-
Feb -09 Mar-09 FY 08-09
Skin Mar
Defense
DCN-300g 45 45 89 89
DCP-300g 45 45 89 89
DCP-100g 60 60 120 120
DCN-100g 60 60 120 120
DCR-100g 60 60 120 120
DCB-100g 60 60 120 120
Total 330 330 660 660
Brand Planning
DermiCool
Skin Defense Range

Launch Feb 09
Case size - 96 units of 100 gms; 36 units of 300 gms;
Marketing Support Planned
• TVC - POS - Consumer Promotion
Brand Planning
DermiCool
PHP Range

Till March 09 Launch April 09

Marketing Support Case size - 72 units of 150 gms;
Planned Marketing Support Planned
• TVC from Feb 09 • TVC - POS
Thank You