Post on 15-Apr-2017
transcript
MEN’S GROOMING CATEGORY
Men’s Grooming has reached a value INR 46.8 billion growing at over 21%
All leading manufacturers expanded their men’s
grooming portfolio in 2013-14
Increased availability, desire to look trendy along with increasedincomes has led to higher category growth
Men’s Grooming
expected to have a CAGR of over 10 to reach 75.4 billion INR
by 2018
SKINCARE CATEGORY
Over 50% market share in skincare with the next biggest player having a 6% share
UNDISPUTED LEADER!
75,315 mn INR
Have your pie and eat it too!
Category Size
FACIAL CLEANSING
Personal Care Split Up by region
Around the world Facial Cleansing leads the way in personal care and more so in South East Asia with 93% spending on facial care
Mens FC Female FC Male FM Femsle FM Female FairnessFM
Female AA FM
Segment Growths55%
0
50
100
150
MAT 13 MAT 14
% SHARES
Facial Cleansing Shares
Male FC Female FC
Male FC Shares up from 11% to 29% in 2014
Men’s Facial Cleansing is the fastest growing segment in facial care
ABOUT THE COMPANYHINDUSTAN UNILEVER
Net sales of INR 258.1bn
and profits of INR 30 bn in
previous financial year
Leader in the overall beauty and
personal care in India in 2013
with a 30% market share
Focus on expanding its personal
care portfolio through new launchesLeader in 7 out of 10 main categories
Widest product portfolio with strong
presence in some of the fastest-
growing categories
Launched in 1846 as healing cream in the U.S.
In 1886 Pond’s began advertising nationally
By 1910 Pond’s Vanishing Cream and Cold Cream were well established brands
In 1920s the company targeted royalty with Queen Marie of Romania an obsessed user cum sponsor
In 1995 Ponds merged with the Cheesebrough manufacturing company
THE POND’S BRANDGet the expert to look after your skin
In 1987 Cheesebrough-Ponds was acquired by Unilever
Since then the company has expanded to Facial Moisturizers, BB creams, Facial Cleansers and Makeup removers
HOWEVER!Pond’s had always been a feminine brand until….
THE BRAND EXTENSION
A Facial recharger for
men with coffee bean
extracts…
Pushed up the
share of Pond’s
brand to over
6% in the skin
care market !!
WHY IT MAKES SENSESkin care one of the fastest growing categories
Men’s category is rapidly increasing share in skin care
Consistent with HULs strategy of expansion in personal care
HUL being the category leader is expected to lead the way with innovations
Facial Care is an obsession in South east Asia
PRODUCT
A foam based facial cleanser.. with coffee bean extracts… and menthol….
which helps dull and tired men…GET FULLY RECHARGED!
PRICEPOND’S MEN
COMPETITIVELY PRICED
Prices lie in the Popular segment
Higher than the Mass segment price of Himalaya
Lower than the Premium segment price of L’Oreal
Biggest Competitor Himalaya priced at Rs. 75 for 50 gms Category leader
COMPETITIONPrice SKU Size
INR 95 50gms
INR 160 100gms
Price SKU Size
INR 72 - 100 50gms
INR 152- 195 100gms
INR 400 Specialist Products
PLACE
Modern Trade General Trade
E-Commerce Cosmetics Stores
TIER 1 AND TIER 2 CITIES ACROSS INDIA
ACROSS CHANNELS
All major players have a similar channel strategy!
PROMOTIONSA MIX OF..
Television CommercialsPromotional Events Online Media
A SUCCESSFUL MARKETING CAMPAIGN!8-10% of Projected Sales Budget for Advertising!
https://www.youtube.com/watch?v=6IQmr7k2rMA
TVC Analysis
Communication of Functional benefits
Enough exposure givento the product
Analogy drawn from widely understood everyday phenomenon
Leveraging Equity of a celebrity that resonates with the TG
POSITIONING
Target segment: 18-35 year old males; students and working professionals; in Tier 1 and Tier 2 cities
A face wash with energizing coffee bean extracts & cooling menthol..For men who want bright + energized looking skin…
Hectic Lifestyle Busy all day long
Cares more about his skin and appearance than the previous generation
Increased incomes; willing to spend more to look attractive
Competitive Frame of Reference: Men’s facial Cleansing Market
POSITIONING
PO
INTS
OF
PAR
ITY
PO
INTS O
F DIFFER
ENC
E
• Has natural coffee bean extracts
• Contains Menthol
• Full of antioxidants
• Differential Price
• UV Protection• Makes skin
smooth• Foam based
cleanser• Clears excess oil
MAIN DIFFERENTIATOR
PRICE
CLEANSING ACTION
L’Oreal
Garnier
Nivea
Pond’s
Himalaya
SALIENCECategory Identification Needs Satisfied
Dep
th o
f A
war
enes
s
Breadth of Awareness
FACIALCLEANSING
FAIRNESSMOISTURISING
FRESHNESS
Daily usage for most consumers
Can be used after work, exercise or any outdoor activity
Can be used after getting up in the morning or before going out for a party
HIGH
LOW
Cluttered Category
No single brand enjoys highTop-Of-Mind-Recall
Recall is mostly aided
PERFORMANCE IMAGERYClears Dust and Oil
User Profile & Usage Situations
Young urban males leading a hectic lifestyle- both working professionals and studentsUsed after a hectic, tiring day’s work
Brand Personality and Values
Exciting brand for youngsters which is up to date with trends and has a coolness attached to it
History, Heritage & Experiences
Pond’s is a more than 100 years old trusted brand with a wide portfolio for everyday skin needs
Brightens skin
Gentle cleansingeffect
Refreshingmenthol effect
Doesn’t dry ortighten skin
Cleans pores &reduces blackheads
Reliable(consistent inresults produced)
ReasonablyPriced
Contemporary StyleOf the tube
Foam based cleanser
JUDGMENTS FEELINGSQualityHigh perceived value and quality assurance of HUL
Credibility
Trustworthiness and Expertise of the Pond’s brand
ConsiderationPart of the contemporary consumers consideration set
SuperiorityViewed Equal to competing brands if not better
Social ApprovalSelf Respect
Fair and Handsome looking man….
*Resonance has not been analysed since it is a new product and resonance takes many years to build.
RECAP
A fast growing category!A leading FMCG player!
An Established Brand!
TO COME UP WITH
Pond’s Men Face Recharger!An Optimal Marketing Mix
A Strong Brand Extension adding back to the equity of the parent and taking the market share up to 6%!!
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SourcesSlide 2 www.ondsmen.co.in (retrieved on 30-06-2015)Slide3 Euromonitor (GMID)Slide 4 Euromonitor (GMID); www.hul.co.inSlide 5 www.hul.co.in (retrieved on 01-07-2015)Slide 6 www.hul.co.in (retrieved on 01-07-2015)
Slide 7http://www.fundinguniverse.com/company-histories/ChesebroughPonds-USA-Inc-Company-History.html
Slide 8 www.pondsmen.co.in (retrieved on 01-07-2015)Slide 9 Company Annual Reports; Investor Relations
Slide 11 www.pondsmen.co.in (retrieved on 06-07-2015)Slide 12 www.amazon.com (retrieved on 06-07-2015)Slide 13 www.hul.co.in (retrieved on 06-07-2015)Slide 14 www.pondsmen.co.in (retrieved on 09-07-2015)Slide 15 www.youtube.com
Slide 16 www.pondsmen.co.in (retrieved on 07-07-2015); www.hul.co.in
Slide 17 www.pondsmen.co.in (retrieved on 07-07-2015); www.hul.co.in
Slide 18 http://www.vizual.net/blog/wp-content/uploads/2012/04/brand_pyramid_CBBE1.jpg
Slide 19-21 www.hul.co.in; www.pondsmen.co.in