Redefining Marketing Models- The Lifebuoy Challenge

Transcription

1 Redefining Marketing Models- The Lifebuoy Challenge

2 Market Value (INR CRs) Market Share % Market Overview The Hand sanitizer Market The sanitizer market is currently growing at 50% and is a 15 crore market JAN10 FEB10 MAR10 APR10 MAY10 JUN10 JUL10 AUG10 SEP10 OCT10 NOV10 DEC10 JAN11 FEB11 MAR11 APR11 MAY11 JUN11 JUL11 AUG11 SEP11 OCT11 NOV11 0 Sanitizer market Sanitizer LB

3 Market Overview Market Contribution Key Markets % contr All India - Urban Metro Total 68.2 Base Metro Total 44.7 Mini Metro Total 23.5 Mumbai 14.9 Kolkata 5.1 Delhi 12.7 Chennai 3.9 Bangalore 5.7 Hyderabad % of market is in the metros, with Mumbai and Delhi together accounting for 27% Key channels Key Channel % contr Chemist - Urban 43.2 Gen. Stores - Urban 12.2 Grocer - Urban 7.6 Cosmetics - Urban 2.7 Modern Stores - Urban 32.6 Paan Plus - Urban 1.7 Chemist is a critical retail channel, hence the similarity to a pharma business Shares Gen. Stores - Urban Modern Stores - Urban All India - Metro Chemist - Grocer - Urban Total Urban Urban Sanitizer LB Dettol Sanitizer Godrej Sanitizer LB share is low and heavily under indexed in the chemist channel

4 Consumer Perspective Consumers today are aware of the need for hand hygiene and use handwash or soap at home. However, when they are on to go, especially children, they are at risk from contracting germs from contact with other people, various surfaces, etc. When food is consumed, without washing hands, these germs are injested, causing disease and infections like (cough, cold, fever, stomach ache, head ache) etc. Children are especially susceptible. However, in school or while travelling to work, etc. Access to soap and water is difficult, hence the need for an on-the-go, no soap or water, hand hygiene solution - Hand sanitizer.

5 Product and Price In Indian cities, millions of people interact with food & goods out-of-home, without access to soap and water. Priced at 50Rs for 55ml, Lifebuoy s hand sanitizer kills 99.99% of germs without water, making hand hygiene accessible to consumers anytime, anywhere. Voted Product of the year 2011 by an independent consumer research of 30,000 consumers.

6 Variants developed to complement handwash range Natural Fragrance Moisturization Benefits Fresh fragrance

7 Key Claims - Proposition Features Efficacious Formulation Range of 4 fragrances Alcohol based formulation Moisturizer and Vitamin E Corresponding Benefits Kills 99.99% of germs instantly Leaves hands smelling cllean and fresh Does not require soap and water and can be used at any place, anytime Keeps hands soft

8 Barriers & Triggers Barriers Perception that Dettol is more efficacious Fuddy-duddy image of Lifebuoy Liquids are more expensive Soaps are good enough Sanitizers are not safe for skin Triggers Convenience, on-the-go Modern / up-gradation The need for germ-protection Sampling

9 Challenge 1 slider on what are the fundamental differences between OTC and FMCG (Detergents, personal products) (through market opinions and shopper insights) Understand what it takes to successfully market an OTC brand Explain key aspects of OTC marketing via examples (similar or varied categories) Apply these learnings to create a pharma marketing program for lifebuoy hand sanitizer. What is the incremental Sales estimation on basis of the above plans?

10 Challenge The pharma marketing program should cover the following verticals 1. Detailed Media strategy and Plans Medium strategy, choices and investment with sound reasoning and linking back to pharma model learnings Selection of channels, publications, stations etc Phasing of plans (create a media schedule for a 1 year period) 2. Retail channel engagement and margin structure 3. Chemist marketing program 4. Key opinion leader program Doctors, Hospitals etc 5. What is the Optimum level of investment next year, breakup by Channel, idea

11 Grading Pattern The grades would be awarded thus: 65 for pharma marketing plan, 20 for media strategy, 20 for chemist marketing program, 10 channel engagement, 15 for key opinion leader program, 20 points for 1 slider on the fundamental differences between OTC and FMCG 15 points for content on key aspects of OTC marketing via examples (