Set Wet

Road Map to Growth in Market

 Objective

Make Set Wet a Rs.100cr. brand

 Background
• The Indian deodorant market is growing at more than 60%
per annum

• 55% of this market is the men’s deodorant market while the

remaining 45% is women’s deo

• The men’s segment is dominated by the demographic

segment: 15-35 yrs (65%), SEC A2, B1, B2 & C (89%)

Source: TGI 2007

 The Challenge
While the size of our TG is approx 30 mn:

1. Not everyone in this base is evolved enough to indulge in

lifestyle upgrade & maintenance, hence the population
size is not a reflection of true market potential

2. In the vast geography of India the TG is spread out in

fragments of varied size across various locations. The
need is to identify the geographies which house the bigger
fragments

Source: IRS 2007

 The questions we need answers to…

1. How many customers should be using Set Wet to

make it a 100cr brand?

2. Which are the cities/towns which have the

financial & lifestyle potential to give these
customers?
1.7mn male consumers

Should be using Set Wet

regularly
 The Math..

• An Average consumer buys 1 deodorant can in 3 months,

annually 4 cans

• Annual money value of a single consumer is 4x100= 400

• For Rs.100cr turnover

• 100 Cr / 400 = Set Wet needs to have a consumer base of 25
lacs LOYAL & REGULAR Users mn (approx)
 Current no of loyal users

• LY sales = 50 Cr

• 50/4 = 12. 5 lac users approx

 Market Overview
• Set Wet = 12 % = 12 lac users

• AXE = 48 % = 48 lac users

• Wildstone = 18 % = 18 lac users

Total approx organized MKT = 100 lac users = 10

mn users
 3 routes of Growth

1) Market Expansion

2) Market Share

3) More Usage per user

Which is the road ahead for Set Wet?
Lets do a market check
 Penetration only 20 %
• The total population size of our TG is approx. 30mn

• Current penetration of deodorants among our TG is only

20% = 6mn

• The current organized market consumer base is indicated at

only 10mn

Source: IRS 2007 & R.K.Swamy BBDO report – Indian market uncovered
 Market Expansion is the key
• Low peneteration
• Increasing adoption of Deodorants
• A young, middle class india with 55 %
below 25 years
 Two routes for Growth
• NEW USERS

• UPGRADE GREY MARKET

Lets probe n see where can users for
SET WET come from ?
 Deo Category- Demographics
• Users are from 15 +
• But the maximum penetration is in the 25-35
segment at 30 %
• & 20 % in the 35 – 45 segment
• In the 15- 25 segment , it is only 17 % .
• Thus considering that 70 % of our tg ( 15-
35) is in 15–25 segment , this is the key
segment to tgt
 Deo - Competition
• AXE – has only 17 % in the 15 – 25
category , reflective of its dominant mkt
share
• SW dominates this segment with a 35 %
penetration.
• Thus, clearly youth has a higher preference
for SW , as it reflects their aspirations &
values
 SW – Drivers
• While DEO as a category & Axe have a 60
% penetration in the married men segment ,
for SW it is the reverse with 60 % in Single
Men.
 SW – Youth
• Penetration of the category among
Graduates is 27 % & sub Graduates is 17 %
, also reflecting AXE
• SW however has an 24 % penetration in
Sub graduates
 SW Preference User Profile
• Young, 15 – 20 years, Likes to experiment,
& is a MALL RAT – with a 50 % higher
visits to the Mall than the category avg &
40 % higher than AXE users
• Yet , he seeks more Value for Money.
 SW User
• With its college kid profile, Mall Rat
Behavior , Higher Affinity to Discos at
almost 4 times the category & Axe avg, and
a regular visitor to Coffee Café, …he
clearly finds the Emotional Appeal of SW
& its VFM package of 200 ml a winning
Deal.
 SW :Source of BUISNESS
• Clearly, the Growth from SW will emerge
from this Segment. 15 – 25 years.
 SW: Way Fwd
• Reinforce the Emotional Appeal of the
Brand Values of SW – Sexy , stylish &
suave young Man.
• SW epitomizes the 3 things all young men
cherish – Good Physique, Sexy Looks &
Devastating effect on women.
 SW – Relaunch Package
• Positioning : The New SW sets women on
fire …..with Desire for you.
• Weaponry : TVC, PRESS, EVENTS, BTL
& DIGITAL
• Combined with a SEXY new packaging &
VFM of 200 ml , we have a winner!!
The Competitive Environment
 Brand Activity Medium

Axe Launch of the new TV

chocolate variant Outdoor
Digital
Print

Launch of the new TV

Axe 3 combo pack Print
 Brand Activity Medium

Cinthol Launch of the new range TV

of products with new Outdoor
packing and campaign
Digital
featuring Hrithik
Print
 Brand Activity Medium

Wildstone New commercial and TV

new packaging

Park Avenue Launch of new TV

Signature range

Nivea Launch of new variant TV

Nivea Sport
 Brand Activity Medium

Brylcreem Commercial TV
featuring Dhoni

After shower Commercials TV

featuring Saloon Activity
Shreeshant &
Yuvraj

Park Avenue Commercial to TV

launch the range
of Park Avenue
gels
 Media Stats

Over 16000 GRP’s grossed between Apr – Oct’08

 Summary

• The deodorant market has seen a series of

new launches across packaging, variants &
range
• The gel & cream category has seen an
attempt to expand market by legitimizing
style as safe and for everyone
• Highly cluttered media
The Challenge
 Background

• We have stepped in to the next level with

our product & packaging
• The need is of a clutter breaking launch
campaign that makes Set Wet as one of the
most aspired brands in Men’s Personal
Grooming (Deodorants & Hair Gels), by
making SW the preferred weapon of choice
in the mating game, cuing SW has a
devastatingly sexy effect on women
 The Set Wet Brand Codes are

• Stylish, Sexy, Suave, polished

• He has a devastating effect on women
• The woman gets close to the man
 These Codes Fuel the aspirations of the Indian man

Aspiration of Sexy Women

Aspiration of a Sexy Body Dying to Get Him Aspiration of a Sexy Style
 Key Insight

Don Juan could make a woman orgasm

often with just a whisper
Key Insight - A Woman’s Perspective

Women look at a good-looking Debonair Man

and desire to definitely hug and cuddle him
and bite into him.

The ultimate woman’s response is – ‘Often I

see a man like Hrithik Roshan, who is well
built, muscular and very good looking – an
absolute hunk and he sets my sexual desire
on fire’
Roll out plan for Set Wet
 Probable Marketing Calendar of
Competition
Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan
Axe
Cinthol
Nivea
Wildstone
Park Avenue
Aftershower
Brylcreem

Axe follows a trend of launching a variant every 3-4 months, They have seen to follow a strategy of a high intensity
launch campaign involving TV,Print,Outdoor , digital for around a month and the next few months has only remainder
ads until the next variant launch

Still need to know the mega launch periods for Axe & Brylcreem
Months in which Zones are Active
Need your inputs on this slide
Mar Apr May Jun Jul Aug Sep Oct Nov Dec
North
South
East
West

March - April outdoor and youth activities music festivals and Oct -Nov annual festivals
North
of almost all colleges.

April - May - Outdoor Activities such has music concerts, Adventure Sports etc,
South Nov - Dec - College Annual festivals

May to august - Adventure Sports such has trekking, rafting etc and college festivals
East happen during this period

April - May - Music Events, Summer camps, College festivals of engineering colleges,
Aug - sep - Major festivals of almost all colleges, Nov -dec - Lot of festivals such as
West Christmas, new year diwali etc hence lot of celebrations
 Set Wet Marketing Calendar Mar –
Dec’08
SW Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Pre-Launch Digital TeaserWeek 1
TV Week 2-4 Week 1-2 Week 1-3 Week 1-2
Print ad Week 2
Radio Week 1-2 Week 1-3
Outdoor Week 3-4 Week 1-2
Digital Month Month Month Month
Mall Climbing Week 3-4
Mall Biking Week 3-4
Meru Cab Month
Partner Branding Month Month
Personal Fragrance Trial Week 2-4
Loo Dispenser Month Month
Retail Dispenser Week 2-4 Month Month
The Re-launch
 Roll Out Plan
Week 0 Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7
Digital Teaser
Radio Teaser
Campaign Break on Media
Press Coverage
PR Coverage
Retail Buzz
TVC
Billboards
Radio
Mall Activities
Partner Brand Promotions
Magazine Activity
Week 1 Digital & Radio Teaser
Date: 1 week prior to launch
Objective: Funnel audience to the Set Wet Launch
Markets: Mumbai, Delhi, Bangalore, Kolkatta
Week 1

PR & Press Coverage

Week 1 onwards Retail Buzz
Week 1 onwards Retail Buzz
Retail Buzz

POS Material
 POS

Dangler
Backing Sheet
Poster
Self Strip

Streamer
March 2-4
April 1-2

TVC
March Week 2-4 Billboards
April Week 1-2
July – Week 1-2

Radio

Script Presentation
March Week 2 -4 Mall Activities
April-May Mall Activities
April Week 3-4 Mall Activities
Week 3 - 6 Mall Activities
Week 3 - 6 Ground Activities
July Ground Activities
Oct -Nov Promotions with Partner Brands
Promotion @ Levis showroom

Set Wet Sexy

Promotion @ Yamaha Bike showroom

Set Wet Macho

April Week 2 Magazine Activity
April Week 2 Magazine Activity
April Week 2 Magazine Activity
 Psychographics Analysis Across Brands
Some characteristics of a Set Wet users which are typical of the 15-20
(new users)

Statement Axe Set Wet

Like to Experiment 0 6
Cautious about spending 1 5
Seek Discounts 1 9
It is important to be neatly cut
out at all times -3 -11

The behavior of the Set Wet user is more atoned to the expected new
consumers which form a part of the potential 20mn

The scores have been rated on the average of the industry keeping the industry score at 0 Source: TGI 2007
 Understanding the brand users

Category Trend Axe Set Wet

Age 25-44 25-44 15-34
Social Class A2 - C A2, B1, C B1, C
MHI INR 6000 - 20000 INR 6000 - 20000 INR 6000-15000
Education Graduate Graduate Under-Graduate
Marital Status Married Married Not Married

The Set Wet audience is distinctly younger in his profile as compared to competition

Source: TGI 2007

 The balance 24mn
• The balance 24 mn could either be existing users from the
unorganized market, or
• They could be new users in the category

• New users in the category would be primarily in the 15 – 20

yrs age segment
• Which naturally aligns them better with Set Wet than any
other brand such as Axe / Park Avenue – as evident from
previous point made
So Where Do We Hunt for This 20mn?
Defining the TG

Male
15-35
MHI - INR 5000-20000
The Source of Business
In India there are 86mn households in the bracket of an
MHI of INR 5000 - 20000

Source: IRS 2007

We need to focus on our TG in just 25 cities of India

Sr. No City Sr. No City

1 Greater Mumbai 14 Ludhiana
2 Delhi 15 Vadodara
3 Kolkata 16 Trivandrum
4 Chennai 17 Kanpur
5 Bangalore 18 Belgaum
6 Pune 19 Kolhapur
7 Ahmedabad 20 Lucknow
8 Hyderabad 21 Guntur
9 Surat 22 Amritsar
10 Coimbatore 23 Solapur
11 Nagpur 24 Rajkot
12 Jaipur 25 Patna
13 Nashik
The evaluation process…
 Measuring the Market Purchase
Potential
Market purchase potential is a function of:
1. Per capita bank deposit
2. Per capita Income
3. Proportion of affluent households
4. Ownership of house

The aggregate of these factors defines the market potential

value – MPV
All cities MPV is indexed on a base of 1000 which is the
MPV of Mumbai
 Measuring the Market Purchase
Intention
The Market purchase intention is a function of the
spends on lifestyle consumption thereby defining
the intensity of the market.

It is measured as market intensity index (MII) and is

indexed on an all India base of 100
The spread of the cities on the cross section of their MPV &
MII index scores defines their priority in the list of focus
markets
 Priority 1
MII

300

Mumbai
200 Delhi
Kolkata
Chennai
100
Bangalore

0
0 400 800 1200

MPV

Source: R. K. Swamy BBDO report – Indian market uncovered

 Priority 2
MII

300 •Pune
•Ahmedabad
250
•Hyderabad
200 •Surat
•Coimbatore
150 •Nagpur
100 •Jaipur
•Nashik
50 •Ludhiana
•Vadodara
0
0 400 800 1200

MPV

Source: R. K. Swamy BBDO report – Indian market uncovered

 Priority 3
MII

300 Thiruvananthapuram
250 Kanpur Nagar
Belgaum
200 Kolhapur
Lucknow
150 Guntur
Amritsar
100
Solapur
50 Rajkot
Patna
0
0 400 800 1200

MPV

Source: R. K. Swamy BBDO report – Indian market uncovered

The TG population in target markets
 Priority 1

IN Millions
All India Total
District State Indices TG
rank by MPV Population
Male
MPV MII 15-35
1 Mumbai Mah 1000 264 16 3
2 Delhi Del 901 276 14 3
3 Kolkata W B 648 212 13 2
4 Chennai TN 371 250 6 1
5 Banglore Kar 289 192 7 1
Total 3508 1194 56 10

Source: R. K. Swamy BBDO report – Indian market uncovered

 Priority 2
IN Millions
All India
Total
rank by District State Indices TG
Population
MPV
Male
MPV MII
15-35
6 Pune Mah 289 173 7 1
7 Ahmedabad Guj 262 192 6 1
8 Hyderabad AP 259 202 6 1
11 Surat Guj 169 147 5 1
12 Coimbatore TN 159 163 4 1
13 Nagpur Mah 151 161 4 1
14 Jaipur Raj 148 122 5 1
15 Nashik Mah 134 117 5 1
17 Ludhiana Pun 129 185 3 1
19 Vadodara Guj 119 142 4 1
Total 1819 1603 49 10

Source: R. K. Swamy BBDO report – Indian market uncovered

 Priority 3
IN Millions
All India
Total
rank by District State Indices TG
Population
MPV
Male
MPV MII
15-35
20 Thiruvananthapuram Ker 118 158 3 1
21 Kanpur Nagar UP 114 119 4 1
22 Belgaum Kar 112 115 4 1
23 Kolhapur Mah 112 138 4 1
24 Lucknow UP 111 131 4 1
27 Guntur AP 105 105 4 1
28 Amritsar Pun 105 147 3 1
29 Solapur Mah 104 117 4 1
31 Rajkot Guj 100 114 3 1
33 Patna Bih 98 90 5 1
Total 1079 1234 38 10

Source: R. K. Swamy BBDO report – Indian market uncovered

 POTENTIAL TG MARKET
SUMMARY
• P1 = 10 mn

• P2 = 10 mn

• P3 = 10 mn

Over 90% of our TG are present in the P1 – P3

markets
However, off the 30mn, some are existing users
40 % of the market lies in 5 P1 market

Priority 1
Balance Potential
Market TG Population in mn Current Penetration in mn
City Name absolute figure % figure absolute figure
Mumbai 3 22.94 2.10
Delhi 3 31.16 1.87
Kolkata 2 40.25 1.35
Chennai 1 24.61 0.83
Banglore 1 15.49 0.93
Total 10 7

Source: R. K. Swamy BBDO report – Indian market uncovered

 40 % of the market lies in P2 market
Balance Potential
Market TG Population in mn Current Penetration in mn
City Name absolute figure % figure absolute figure
Pune 1 22.78 0.9
Ahmedabad 1 18.73 0.8
Hyderabad 1 20.34 0.7
Surat 1 11.63 0.8
Coimbatore 1 15.79 0.6
Nagpur 1 28.76 0.5
Jaipur 1 31.77 0.5
Nashik 1 10 0.7
Ludhiana 1 35.96 0.3
Vadodara 1 8.93 0.6
Total 10 7

Source: R. K. Swamy BBDO report – Indian market uncovered

 20 % of the market lies in P3 market
Balance Potential
Market TG Population in mn Current Penetration in mn
City Name absolute figure % figure absolute figure
Thiruvananthapuram 1 47.92 0.28
Kanpur Nagar 1 19.12 0.49
Belgaum 1 6.90 0.66
Kolhapur 1 12.90 0.51
Lucknow 1 12.12 0.48
Guntur 1 7.69 0.67
Amritsar 1 24.44 0.40
Solapur 1 3 0.62
Rajkot 1 11.76 0.49
Patna 1 14.29 0.59
Total 10 5

Source: R. K. Swamy BBDO report – Indian market uncovered

 Conclusion

The top 33 cities of India are

home to an untapped consumer
base of 19mn.(approx.)

Set Wet needs to move forward

with a market expansion strategy