Jan 5 09

PERSONAL CARE
PARAS
Hair Care • Skin Care • Men's Grooming • Cooling Talc's

Agenda
Overall Sales Scenario
Focus Brands
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%
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 to be launched from 1st Feb 09
Increase the price of the current 100 ml Livon pack to Rs.

170 – Implemented from Nov 08
Introduce Livon Sachets – Soft launch from 15th Dec
Equity research – Completed
Conversion of Mrs. Marino Conditioners – Planned

according to the research findings
Market Scenario
Serums Off-take YTD NOV

2007-08 2008-09
SUNSILK HAIR &

NATURALS; CARE LIVON SILKY SUNSILK
HAIR
LIVON 121.6994; 4% SILK N HUES; NATURALS;
&
SILKY SHINE; 107.6602; 4% 52.6748; 2%
CARE
HUES; 978.4918; SILK
261.93709 34% N
9999999; SHINE
9% ;
969.04
LIVON; 6; 35%
LIVON;
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
400 394
353
350
300 269 277
250 244 244
207 07-08
200 186
08-09
150 119 126
100
50
0
10% 6% -12% 11% 12%
Brand Activation
Main-Line Media activation to

• Create favorable brand disposition
• Increase TOM recall
• Generate consumer Pull
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’)
 Core equity of Livon on hair detangling, leverage further in terms of brand

share gains and category expansion
 Livon vis-à-vis other hair care brands – core differentiator
 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)
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
Base: Current Users of Livon

(170)
Lapsers of Livon
All North West East South Metro Non-Metro
Base : All Interviewed 191 63 78 31 19 128 63
(%) (%) (%) (%) (%) (%) (%)
Expensive 10 6 8 19 16 10 10
Causes hair fall 7 5 3 20 11 9 3
Poor quality product 3 - 1 2 21 4 -
Makes hair tangle free 2 - 4 - - - 5
Might cause hair fall 2 - 3 - 7 - 6
All 18-28 Yrs 29-40 Yrs SEC A SEC B SEC C
Base : All Interviewed 191 120 71 50 59 82

(%) (%) (%) (%) (%) (%)
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
Usage of Livon: low frequency of usage
Pricing: Livon perceived to be highly priced compared to the kind of

benefit it offers
End-Benefit: Livon offers De-tangling and consumers want higher order

benefits like soft, silky & shiny hair  Confusion amongst consumers
(why should they use Livon!)
Region-wise Differences: Different kind of benefits desired by different

regions
Analysing Livon’s Offerings
What does Livon offer?
Smooth, Soft & Shiny hair through Detangling  Manageability
Are Detangling & Manageability good enough reasons for the

consumers to believe that Livon gives smooth & shiny hair?
No. Only a few consumers buy it for detangling & manageability.
What do the consumers want?

Higher-order benefits  Smooth, Shiny & Silky hair = Beautiful
Hair; with a strong RTB – A process which makes the consumer
believe that the brand will be able to deliver on its promise.
What can Livon offer?
Taking away the negative to give a positive benefit!
Livon Silky Potion  Detangling  Soft, Silky & Manageable beautiful Hair
Removing a negative Giving a positive

(RTB) (End Benefit)
Competition Check
Dove Garnier Fructis
Zero Damage Strong Hair
Beautiful Hair Beautiful Hair
Pantene Livon
Health  Shiny
Manageable  Soft, Silky
Beautiful Hair Beautiful Hair
Brand Planning
Livon: Brand Architecture
Beautiful Hair
Regime Pre wash Wash Post wash
 Hair Oils  Shampoos  Hair Oils

 Pre-wash  Conditioners  Leave-ins
Products
Supplements
Extensions Current Offering
Product Variants
Livon: Brand Architecture
Shampoo’s
Beautiful Hair
Serums Conditioners Hair Oils
 Detangling - Manageability
 Extra shine - Dullness
 Anti-Dandruff – Dandruff Deep Regular Light Oils
Conditioning Conditioning
 Root strengthening – Hair-fall Treatment –
•Nourishing
Control For Repair
Dry-damaged •Volumizing
Hair •Moisturizing
•Shine
Brand Planning
New Product Development for 2009

 Serum - Product Variants - Launch Aug 09
 New Variants of Silky Potion
 Livon Colour Protecting Serum
 Livon Anti-dandruff Treatment
 Livon Root Strengthening Serum
 Livon Extra Shine Serum
 Brand Extension into Conditioners - Launch Aug 09

 Phasing of Mrs. Marino conditioners to Livon Conditioners
 Mrs Marino conditioners to be discontinued
 Migrating the products to Livon
 Livon Oil with silicon - Launch Dec 09

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
Plan to do 2000 Cases
Brand Planning
Conditioners Packaging
To be tested, post research finding Presentation
Launch Aug 09
NEXT STEPS FOR LIVON 2009
Strengthen brand imagery with Re-launch till March End
Test and Launch Products
Conditioners
Serums
Oils
SETWET
Market Scenario
Generating consumer pull with Main-Line Media activities
Brand Planning
Research
Revamping packaging of existing packs
 Brand Architecture / Research to establish
 Set Wet vs Zatak vs SetWet Zatak Research Over and points actioned accordingly
 Packaging : New Packs to be launched from 1st March 09 for Gels, Deos, Talcs
 Duplicates is a big issue with both Gels and Deodorants
 Is there a organized way of handling duplicates (these are being reflected as contributing to
Market share but are primary sales might be lower)
 Communication focus on the core brands – SetWet Deo and SetWet Styling Gels
New Communication to be launched bearing in mind the overall SetWet brand architecture
 Introduction of Zatak at 150 ml price point Rs 120 continuing with Zatak 200 ml
Dipstick research done in Mumbai and Ahmedabad to understand consumer perception
 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
Gels off-take YTD NOV

2008-09
2007-08
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%

Market Size 2652 2722 2.66%
Market Scenario
SW Gels Primary - 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
SetWet Hair Gel has grown by 8% in value terms.

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
-10% 17% 8% 11% 14%
Market Scenario
Deos off-take YTD OCT

08-09
07-08
DDIDAS; 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 767.939; 5%
AVENUE; PARK
1347.856; AVENUE;
14% 1685.062;
NIVEA; 753.081; 5% CINTHOL; 430.461;
11% 3%
NIVEA; 218.278; 2% CINTHOL; 288.853;
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
SetWet Deos has de-grown by 30% in value terms.

Market Scenario
SETWET DEO YTD Primary Zonal

Rs Lacs.
Chart Title
1200
1000
800
600
400
200
0
-28% -37% -49% -13% -28%
07-08 08-09
Brand Activation
Main-Line Media activation for SETWET Zatak to

• Increase TOM recall
• Challenge the Market Leader
• Initiate word-of-mouth publicity to have better SOV
Set Wet Research
Objective
 Brand architecture – what is the right way

 Set Wet vs Set Wet Zatak vs Zatak – their salience
 Sub – branding architecture
 Brand equity and the effect extensions have had on it
 Extension possibilities
 Current grooming regimen (need gap)
 Core identities of Set Wet Zatak – functional, sensorial or emotional
 Issue with Gels and Deodorants (for non users)
 Male brand vs unisex brand
 Advertising check of brand and competition
IMAGE OF KEY BRANDS IN HAIR STYLING
BRANDS – BASE ALL
Setwet Brylcreem Gatsby Garnier Fructis Parachutue
Well known/reputed brands Well known/reputed brands

-14 Well known/reputed brands
53 6
Well known/reputed brands
84 0 Well known/reputed brands
10 -1 Well known/reputed brands
66 9 51
Manage hair better
Help me to manage my hair better
6
55 -3 Help me to manage my hair better
54 0 Help me to manage my hair better
7 1
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
8 -3 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
-1 Reasonably priced / not too expensive
6 -6 Reasonably priced / not too expensive
42 8 38
Sexy/ attractive advertising
Advertising that is sexy / attractive
12 58
-3 51
-1 Advertising that is sexy / attractive
6 0 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
6 -2 Have a mild/gentle fragrance
45 6 35
Attractive packaging Have an attractive packaging
9
Have an attractive packaging
62 -10
51 -1 Have an attractive packaging
7 7
60 -6 27
Macho/rugged image Have a macho/rugged image
1 Have a macho/rugged image
49 3 Have a macho/rugged image
58 -1 Have a macho/rugged image
42 2 32
Stylish/ attractive hair
Make my hair look stylish / attractive
5
55 0 58
0 Make my hair look stylish / attractive
7 3
53 -8 23
Make me look attractive
Help in enhancing my appearance
and makes me look attractive
0
51 2
61 -1 Help in enhancing my appearance
7 0
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
-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
51 2 Status symbol brands

10 5
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
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
 However, the brand is still to catch up with Brylcreem and Garnier on reputation
 with Brylcreem having heritage advantage and Garnier gaining the rub-off from
the entire range of offerings (both male and female targeted products)
 which needs to be neutralized by Set Wet through ensuring that the brand has
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
International brands International brands

2 43 -15 International brands
60 -1 International brands
39 International brands
13 46 -1 International brands
41 2 32
Sexy and attractive brands Sexy and attractive brands
5 43 Sexy and attractive brands
2 72 -4 Sexy and attractive brands
33 -2
Sexy and attractive brands
29 -5 Sexy and attractive brands
34 5 33
Have a pleasant fragrance -2 36 1 70 1 38 -1 30 4 43 -4 24
priced / not too

Have a pleasant fragrance Have a pleasant fragrance Have a pleasant fragrance Have a pleasant fragrance Have a pleasant fragrance
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
3 31 -2 Reasonably priced / not too
expensive
33 -1 24
Advertising is sexy/attractive
5 40 Advertising that is sexy / attractive
871 -5 Advertising that is sexy / attractive
29 -5
23 -1
35 -2 24
-5 29 -5
57 Have a mild/gentle fragrance
10 43 Have a mild/gentle fragrance
5 33 -4 Have a mild/gentle fragrance
31 -2 23
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
Have a macho/rugged image

Have a
image
Body smelling fresh & fragrance

1 36 -2
32 Have a macho/rugged image
1 29 -4 Have a macho/rugged image
32 5 31
Make me attractive to girls/women
Leave my body smelling fresh and
fragrance through out the day
-1 35 Leave my body smelling fresh and
4 69 -1
34 -4
fragrance through out the day 25 Leave my body smelling fresh and
6 43 -4 23
High quality brands Make me attractive to girls/women
0 33 Make me attractive to girls/women
1 60 1
33Make me attractive to girls/women
0 27 -3
31 0 24
Brands that appeal to youth 1 39 1 70 -4 33 -1 30 3 42 0 28
appeal to youth
High quality brands High quality brands High quality brands High quality brands High quality brands
Brands that
Status symbol brands Brands that appeal to youth

3 39 Brands that appeal to youth
2 68 -1 Brands that appeal to youth
34 -2
28 -1 Brands that appeal to youth
36 -1 26
Helps enhance my confidence 2 1 67 -2 -2 0 1
Status symbol brands
38 Status symbol brands Status symbol brands
33 Status symbol brands
27 Status symbol brands
37 28
Offer wide range of fragrances
-1 34 Helps enhance my confidence
1 64 -3 Helps enhance my confidence
31 Helps enhance my confidence
1 29 2
38 -1 25
Meant for people like me
-1 33 869 -2 31 -4 24 -3 32 1 26
people like me
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

-3 32 -2
62 0
34 Meant for people like me
0 29 4
40 0 26
Offers good value for money
Never consider using
Upmarket brands - preferred by
stylish/classy people 5 41 Upmarket brands - preferred by
stylish/classy people 2 67 -4 Upmarket brands - preferred by
stylish/classy people
31 -2
stylish/classy people 27 1
stylish/classy people
38 -3 24
-7 29 Offers good value for money
1 66 3
38 0
29 -1 Offers good value for money
36 3 29
Brands that I will never consider
using . -4 5 -6
using .
10 0
using .
8
Brands that I will never consider using
. 9 16 -2 Brands that I will never consider
using .
7 3 9
IMAGE OF SET WET vs. COMPETITION – DEO USERS
 Set Wet has been successful in being seen as a status symbol
 However, the brand is still to catch up with Axe – with the far higher ad spends of
Axe strengthening the equity of that brand and there being no confusion as in the
case of the Client’s offering – between Set Wet and Set Wet Zatak
 Among triers of Set Wet, the brand has an extremely strong equity in terms of
being international and more upmarket
 Need a cleaner brand architecture to ensure that this advantage can be widened
to encompass a larger proportion of category users

Brand Planning
Equity Research findings

INCIDENCE OF MALE GROOMING PRODUCTS AND IMAGERY OF SETWET
BRAND
 The main products in the male grooming basket are

Shampoo, Talcum powder, Deodorant and Shaving cream
 Penetration of talcum powder is strong – Opportunity for SetWet?
 Though the current penetration of hair styling products is only moderate, there is a
fair scope for further increase in penetration.
 Set Wet and Zatak have a much weaker image than competition.
 Zatak by itself is weak without the support of Set Wet – hence cannot exist as a
separate brand name. Hence there is a clear need for a single brand architecture –
especially when competitive spends are much higher
Brand Planning
Dipstick Study Findings

 Recall of SetWet is much higher than SetWet Zatak. Therefore it is safe to accept the
conclusion highlighted by the IPSOS research - SetWet is recalled by consumer far
more than SetWet Zatak
 While we are reasonably high on recall, we are far short in 'brand usage' within the
sample base
 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
NEW LOGO DESIGN
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
Very Very Sexy
SetWet SetWet SetWet SetWet

Hair Styling Deos Gold Spray
Gels Deos Talcs
•Creating a synergy across the product range, to give SetWet a better chance to fair
against mighty international players
•To make the brand codes more refine for future launches
•Remove Zatak from SetWet Deos
•Retian the cost of SetWet Deos @ Rs. 150 for 200 Ml
•SetWet Spray Talcs with Mild Cooling sensory feel
VERY ,VERY SEXY
[Emotional Devastating Sex Appeal

Benefit]
[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
SW HAIR GELS SW DEO SW Talcs

Brand Planning
SETWET Hair Gel
Launch Mar 09 –
Case size -144 units of 100 ml; 480 units of 25 ml
• TVC - Digital Media Activation – POS
Brand Planning
SETWET Zatak Deo
Launch Mar 09
Case size; 72 – 200 ml
• TVC - Digital Media Activation - POS
Brand Planning
SETWET Gold Deo
Launch Mar09
Case size; 72 – 200 ml
SetWet Spray Talcs
Launch Mar09
Case size; 96 – 90 Gms
NEXT STEPS FOR SETWET 2009
Consolidate the Brand with the Re-launch till March End
Test and Launch Products under SetWet
Hair Creams
Shower Gels
Aftershave
RECOVA
Market Scenario
Generating consumer pull with Main-Line Media
activities
POS Support
Brand Planning
Market Research and new brand Architecture
Consumer offer to drive sales
 New packaging – New Packs to be launched from 1 st Feb 09
 Increase the price of the current 80 ml Recova pack to Rs. 250 – Implemented
from Aug 08
 Introduce 50 ml pack at Rs.150 – To be launched with New Packaging. But

Instead of 50 ml, 40 ml packs to be launched
 Introduce new formulation with longer expiry - To be launched with New

Packaging.
 Equity research – Research Over and points actioned accordingly
 Introduce variants and Tub pack – Has been briefed to Product Development
team, Inline with the research
Market Scenario
Anti-Ageing off-take YTD OCT
07-08 08-09
SYNERGIE WRINKLE
LIFT EVERYUTH DERMA- SYNERGIE WRINKLE
LIFT EVERYUTH DERMA-
34 CARE AGE DEFENCE; CARE AGE DEFENCE;
2% 47.2938; 3% 18
1% 12.0265; 0%
GARNIER
RECOVA ; WRINKLE LIF
564.9104; 17% 870.8289; 27%
GARNIER
RECOVA ; WRINKLE
603.8189; LIFT;
41% 611.2095;
41%
NIVEA VISAGE;
111.4816; 3%
POND'S AGE OLAY TOTAL
MIRACLE; EFFECTS;
POND'S AGE MIR- NIVEA VISAGE; 1229.4195; 38% 422.473199999999;
ACLE; 168.5442; 14.8258; 1% 13%
11%

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

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
-24% -27% -58% -18% -24%
Brand Activation
Main-Line Media activation

• Increase Brand Salience
• Create favorable disposition towards brand
Recova Research
Objective
Over all understanding skin care needs
Understand needs in anti ageing
Reason for purchase of particular brand
Key reason for shift from Recova
Understanding the impact of communication
Brand equity study – Anti-ageing vs skin correction
Current user vs lapsed user vs non user – understanding of
their skin care needs
DESCRIPTORS OF SKIN (SPONTANEOUS) –
ALL CURRENT STATE VS. DESIRED STATE
Current - 718 Desired - 718 DIFFERENCE INDEX
Soft Skin 15 37 -22 41

Glowing Skin 5 30 -25 17
Shiny Skin 4 20 -16 20
Blemish free skin 7 19 -12 37
Attractive/ Beautiful looking skin 4 17 -13 24
Fair skin 14 16 -2 88
Oil free Skin 6 13 -7 46
Wrinkle free Skin 2 11 -9 18
Clean skin 8 10 -2 80
Younger looking skin 0 9 -9 0
Normal Skin 11 8 3 138
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
DESCRIPTORS OF SKIN (SPONTANEOUS)
- BY ALL & TRIER STATUS
CURRENT STATE VS. DESIRED STATE
ANTs of Recova but Triers
ALL Triers of Recova
of Category
Current Desired Current Desired Current Desired
Diff. Diff. Diff.
Base: All Interviewed (Wtd.) 718 718 55 55 140 140
Soft Skin 15 37 -22 5 26 -21 11 36 -25
Glowing Skin 5 30 -25 1 10 -9 2 36 -34
Shiny Skin 4 20 -16 2 39 -37 3 18 -15
Blemish free skin 7 19 -12 17 23 -6 5 16 -11
Attractive/ Beautiful looking skin 4 17 -13 12 27 -15 3 12 -9
Fair skin 14 16 -2 15 10 5 8 20 -12
Oil free Skin 6 13 -7 - 4 -4 8 11 -3
Wrinkle free Skin 2 11 -9 6 12 -6 3 17 -14
Clean skin 8 10 -2 26 11 15 5 20 -15
Younger looking skin - 9 -9 2 10 -8 - 5 -5
Normal Skin 11 8 3 17 6 11 17 7 10
Healthy Skin 4 6 -2 9 9 - 3 4 -1
Oily skin 27 - 27 18 - 18 21 - 21
Dry Skin 23 - 23 23 - 23 24 - 24
Skin with blemishes 18 - 18 18 - 18 23 - 23
Dull looking skin 6 - 6 17 - 17 4 - 4
Skin with wrinkles 6 - 6 5 - 5 7 - 7
Black Skin 5 - 5 1 - 1 7 - 7
Not shiny 5 - 5 5 - 5 9 - 9
AMONG ALL
BRAND STATUS – KEY BRANDS IN THE CATEGORY
Pond’s Age Skin Correction 28 18
Total aware
Miracle 92%
Anti Ageing 33 12
Garnier Skin Correction 24 11

Total aware
Wrinkle Lift 92%
Anti Ageing 23 12
Recova Skin Correction 9 5 Total aware

74%
Anti Ageing 4 5
Olay Total Skin Correction 5 7 Total aware

66%
Effects
Anti Ageing 9 7
 TOM set of Unaided

Interestingly, consumers mention same brands for both skin correction and anti-ageing
 Pond’s Age Miracle and Garner Winkle Lift have significantly higher spontaneous mention
compared to Recova
 Mention of Olay Total Effects only around Recova levels
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 have a low mention of wrinkle free skin.
 Recova users perceive their brand to be extremely strong in terms of

 Enhancing complexion - Working gently on the skin - Making skin look fresh
 Restoring glow to skin
 An international brand
 With ingredients proven to firm up skin
 Ponds Age Miracle clearly seen as a brand that

 Firms up the skin (with proven ingredients) - Working gently on the skin
 Not too expensive
 Garnier Wrinkle Lift seen to be a brand that

 Nourishes the skin
Summary of Brand Status
 Awareness of Recova
 Overall awareness of brand substantially high except in Kolkata.
 Recall of brand significantly higher among younger consumers
 Low spontaneous mention of Recova
 Following are the Brand Attributes of Recova Among the triers of
category,
 International brand | Restoring glow to skin | Enhancing complexion
 Scientifically formulated
 Brand Loyalty
 Overall a fourth of triers have lapsed from brand – with three-fourth of this
being switch to another brand

Brand Planning
Anti Age Brands - Attribute Mapping
Science Beauty Pond’s - Beautiful Skin. NOW.

Challenge worthy - ‘Age Miracle’
•Olay
•Ponds Olay - All You Need is Olay.
One product for all needs – Total Effects
Price
•Recova
•Garnier Garnier- The Science of Skin Correction
(Naturally) problem solution
Recova - The Science of Skin Correction
Speed
Brand Planning
New Brand Architecture
The Science of Beautiful Skin
Recova Recova Recova Recova Recova

Advance Day Under eye Stretch Instant Wrinkle
Formulation Cream cream Mark Removal Serum
Removal
Recova can become the ‘masstiege’ (mass prestige) brand

of the anti-age category.
By virtue of ‘reasonable pricing’, ‘rationalization’

and ‘high level attributes’ together.
Launch July 09
Brand Planning
New-Packaging
Launch Feb 09
Case size - 48 units of 80 ml; 96 units of 40 ml;
• TVC - POS - Consumer Promotion
Brand Planning
Launch of new Pack with Consumer Promotion Smaller SKU 40 ml priced at

On 80 Ml pack: Plan to do 2100 Cases. MRP 150
NEXT STEPS FOR RECOVA 2009
Consolidate the Brand with the Re-launch till March End
Test and Launch Products under Recova
Under – Eye cream
Instant Wrinkle Removal
Stretch Mark
Advanced anti-ageing Cream
Day Cream
DERMICOOL
Market Scenario
Brand Planning
Overall Planning for Dec-08 to Mar-09
Consumer Promotion Offer in New Variants
Introducing Smaller Sku in New Variants
New packaging – New Packs to be launched from 15th
Feb 09
Equity research – Research Through and points actioned

accordingly
Market Scenario
PHP TALCS OFF-TAKE YTD NOV

2008-09
2007-08
SHOWER TO BORO-
BORO- SHOWER; PLUS;
SHOWER TO
PLUS; 605.5448; 6% 1624.407
SHOWER; 4; 16%
707.8909; 6% 2130.7328;
17%
NYCIL;
DERMI
NYCIL; DERMI 4155.139 COOL
5192.6013; COOL 2; 42% 2534
42% 3681 26%
29%
NAVRATNA; NAVRATNA;
779.8712; 6% 953.733700000001
; 10%

Market Size 12492 9872 -20.97%
Market Scenario
DermiCool Primary Sales YTD Monthly Performance

Rs Lacs.
900 871
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
DermiCool has de-grown by 62% in value terms.
Market Scenario
DermiCool Primary Sales YTD Zonal Performance

Rs in Lacs.
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
-35% -76% -79% -40% -60%
Brand Planning
DermiCool Research objectives

Equity of DermiCool – Prickly heat vs Cooling vs Freshness
Brand extensions check – Talcum powder, Summer problem
control products, cooling products
Incidence of prickly heat, factors considered for purchase of
PH powders
Personification of various brands, price perceptions
Check on aware non-triers of DermiCool PHP
Talcum powder – usage – attributes looked for purchaser,
influencer
Brand Planning
Brand Performance Inferences

 DermiCool is most recalled brand after Nycil
 DermiCool is more North and west than south
 Low recall of DermiCool among current Nycil users (37%)
 Is this the immediate potential set for DermiCool?
 Higher recall of Nycil among DermiCool users (75%)
 Could be old Nycil users shifted to DermiCool / Nycil’s heritage
 Is this a matter of concern since 9% lapsed to Nycil from Dermicool?
 DermiCool has high trial to retention level (76%)
 High trial-retention ratio for Dermicool is an opportunity but value perception (price, quality,
product) is a clear barrier
 Usage of Dermicool slightly skewed towards the higher SEC whereas Nycil is across
strata which could be partly due to price
 29% of Nycil users tried DermiCool and 34% continued usage whereas 66%
DermiCool users tried Nycil and only 18% continued
 Low retention among the Nycil users Vs DermiCool users
 Pond’s is most used substitute for PHP
 Navratan does not seem threat for Dermicool (Nycil is a bigger threat as 74% of lapsed
users shifted to Nycil)
72
Brand Image
0.4
0.3 Enable comfortable

sleep at night Relief from prickly heat
Feeling of freshness on DermiCool
application Immediate cooling sensation
0.2
Overall,good quality products Not cheap,good value,veryStop burning/pricking sensation
effective from prickly heat
0.1 Immediate relief
Nycil Cure the problem/
Pleasant fragrance Fragrance lasts all day not just providing relief
0 Pnds Drmflwr talc
Economical to use Antibacterial ingredient
Attractive packaging
Shower to Shower
-0.1 Absorb sweat to a large extent
Dim 11.5 %
Natural ingredients
Cooling sensation,relieves skin

-0.2 discomfort due to summer heat
-0.3 Multipurpose products
Medication/medicines
-0.4 Boroplus
-0.5
Priced much lower

-0.6
-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’. 73
Brand Planning
Equity Research findings

 Dermicool perceived as brand that offers the benefit of
 Immediate cooling sensation
 Stop burning/pricking sensation immediately
 Among Dermicool users, it is also perceived as a brand that offers long lasting relief from
prickly heat problem but the perception is not strong among Nycil users which is the key
competition – 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. Therefore there is no brand positioned in the
space of offering dual benefits – benefits of prickly heat powder + general talcum powder
 None of the prickly heat powder brands perceived as a brand that offers freshness /
protection – opportunity for Dermicool to ladder the cooling effect benefit to freshness
thereby establishing the brand in the consumer mind space as a brand that offers dual
benefit of ‘relief from pricky heat’ + ‘Freshness’
Or 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
Pond’s Navratan Nycil
DermiCool Skin Defense DermiCool skin Defense

Talc PHP
Protection + Cooling Curing + Cooling
DermiCool = Protection + Cooling 75

0.4
Brand Image
0.3 Enable comfortable
sleep at night Relief from prickly heat
Feeling of freshness on DermiCool
application Immediate cooling sensation
0.2
Overall,good quality products Not cheap,good value,veryStop burning/pricking sensation
DC Talcs
effective from prickly heat
0.1 Immediate relief
Nycil Cure the problem/
Pleasant fragrance Fragrance lasts all day not just providing relief
0 Pnds Drmflwr talc
Economical to use Antibacterial ingredient
Attractive packaging
Shower to Shower
Dim 11.5 %
-0.1 Natural ingredients Absorb sweat to a large extent
Cooling sensation,relieves skin

-0.2 discomfort due to summer heat
-0.3 Multipurpose products
Medication/medicines
-0.4 Boroplus
-0.5
Priced much lower

-0.6
-0.7
-1 -0.8 -0.6 -0.4 -0.2 0 0.2 0.4 0.6
Dim 81.6 %
The position vacated by DermiCool PHP will be taken by

New DermiCool Skin Defense Talcs. 76
Brand Planning
DermiCool: New Brand Architecture
Skin Defense
Vital Defense Daily Defense
•Cooling PHP Talc •Protection Talc

•Nourishing Talc
•Balance Talc
•Refreshing Talc
Curing + Cooling Protection + Cooling

Product Concepts for New
DermiCool Talcs:
Concept Cards
D1
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,
Cooling Freshness Talc
It keeps you,
Andar se Thanda, Bahar se Fresh!
Dermicool Freshness Talc’s unique Khus-khus formulation keeps you cool

and fresh inside-out.
It’s the coolest way to stay fresh this summer!

D2
Summers may not be a very unpleasant time for you. But for the bacteria on
your body, its party time. Nothing multiplies like bacteria in hot humid
weather making you vulnerable to skin infections and body odor.
You need,
Cooling Protection Talc
That gives you,

Thandak ke Saath Suraksha Bhi!
Dermicool Protection Talc’s unique Tea Tree Oil formulation keeps you
bacteria free and deodorized all day long.
Go on, enjoy the summer!

D3
Post bathing, your body becomes a playground for bacteria. And environmental
pollution makes it vulnerable to infection.
You need,
Cooling Balance Talc

Swasth, Surakshit Twacha ke Liye!
Dermicool BalanceTalc has Allantoin that keeps your skin bacteria free and
healthy all day long, all seasons.
Stay safe, stay healthy- all seasons.

D4
Skin is forever under attack from seasons, weather and pollution which deprive
it of nourishment.
You need,
Cooling Nourishing Talc

Thanda-Thanda Powder, Swasth-Swasth Twacha!
Dermicool Nourishing Talc has Vit. E and Aloe Vera which keep your skin
nourished and healthy.
Give your skin the nourishment it deserves!

 At the spontaneous level, strong mention of the key
benefits offered by each of the concept
 Cooling protection talc concept - Cooling and protection of skin (from bacteria) are
the key take out
 Cooling balance talc concept – makes skin healthier and therefore protecting the
skin are the key take out
 Cooling nourishing talc concept - makes skin healthier is the key take out
 Cooling and Freshness talc concept - Coolness and Freshness are the key benefit
 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
 Strong purchase intention for all the concepts

Brand Planning
DermiCool
Skin Defense Range
Launch 15th Feb 09

Case size - 96 units of 100 gms; 36 units of 300 gms;
• 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
NEXT STEPS FOR DermiCool 2009
Consolidate the Brand with the Re-launch till June End
Launch Products under DermiCool
Daily Defense
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

Jan 5 09

Uploaded by

Document Information

Original Description:

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Jan 5 09

Uploaded by

Copyright:

Available Formats

PERSONAL CARE

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

PERS0NAL CARE YTD NOV

Increase the price of the current 100 ml Livon pack to Rs.

Introduce Livon Sachets – Soft launch from 15th Dec

Equity research – Completed

Conversion of Mrs. Marino Conditioners – Planned

Serums Off-take YTD NOV

SUNSILK HAIR &

Value in lacs 2007-08 2008-09 Growth %

Livon Primary YTD Monthly Performance

113 115 07-08

Livon has grown by 5% in value terms.

Livon Primary Zonal YTD Nov

Main-Line Media activation to

 Core equity of Livon on hair detangling, leverage further in terms of brand

 Livon vis-à-vis other hair care brands – core differentiator

Base: Current Users of Livon

Base : All Interviewed 191 63 78 31 19 128 63

(%) (%) (%) (%) (%) (%) (%)

Causes hair fall 7 5 3 20 11 9 3

Poor quality product 3 - 1 2 21 4 -

Makes hair tangle free 2 - 4 - - - 5

Might cause hair fall 2 - 3 - 7 - 6

All 18-28 Yrs 29-40 Yrs SEC A SEC B SEC C

Base : All Interviewed 191 120 71 50 59 82

Usage of Livon: low frequency of usage

Pricing: Livon perceived to be highly priced compared to the kind of

End-Benefit: Livon offers De-tangling and consumers want higher order

Region-wise Differences: Different kind of benefits desired by different

Are Detangling & Manageability good enough reasons for the

What do the consumers want?

Removing a negative Giving a positive

Zero Damage Strong Hair

Beautiful Hair Beautiful Hair

Livon: Brand Architecture

Regime Pre wash Wash Post wash

 Hair Oils  Shampoos  Hair Oils

Extensions Current Offering

Serums Conditioners Hair Oils

New Product Development for 2009

 Brand Extension into Conditioners - Launch Aug 09

 Livon Oil with silicon - Launch Dec 09

New Packaging of current Variant Smaller SKU

Launch Jan 09 Launch Dec08

Offer Pack: Livon 100ml with Hair Brush

Gels off-take YTD NOV

Value in lacs 2007-08 2008-09 Growth %

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

SW GELS YTD Primary Zonal

Deos off-take YTD OCT

DDIDAS; 40.975; WILD STONE;

Market Size 2007-08 2008-09 Growth %

400 354 359

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

SETWET DEO YTD Primary Zonal

Main-Line Media activation for SETWET Zatak to

 Brand architecture – what is the right way

Well known/reputed brands Well known/reputed brands

84 0 Well known/reputed brands

10 -1 Well known/reputed brands

55 -3 Help me to manage my hair better