You are on page 1of 14

La Clase

IIM Calcutta

CASE OVERVIEW
CATEGORY UNDERSTANDING

METHODOLOGY

STRATEGY

Deodorant Spray Market(in INR Mill)

27,353.30
24,480.80
21,833.70
19,292.50

OPERATION ENGAGE-Uno

15,043.90
11,153.00

2011

Research

2012

Engage ,
8.1%
Park Avenue ,
7.7%

2013

2014

Axe , 6.9%

Wild Stone ,
6.9%

Fogg , 12.5%

2015

Suggested
Category
Extensions

Drive Relevance of Engage in the


mind of the consumer

Expected CAGR
next 5 years ~12%

Analysis of
Campaign

Extend the Engage brand


through energized differentiation

Market Share of Leading Players


(2014 Volume)

Stage 2
Stage 3

Market Leader at
12.5% Market share
Engage Currently
at 8.1% Market Share

Strategy

Stage 1

2016

Measurement of
Brand Equity of
ENGAGE

Intro

Conceptualized
scheme for
driving relevance

Identified gap for


line extension

Category Extension of the


Engage brand

PATH TO PURCHASE

Bottle shape

22

Friends' suggestions

44

Fragrance

59

Product (Antiperspirant,

Would you
Recommend a
Deodorant to your friend? 48%

51

Brands

55

Advertisements
52%

32

Price

Plan

42

Yes
No

Intro

3% 8%
Feedback

Location
50%

Modern Retail

Strategy

General retail

Stage 1

39%

Non alcoholic

36

Less gas

36

Skin Whitening

Stage 2
Evaluation

28

Long Lasting fragrance


Antiperspirant
Fragrance

Purchase

58
Consumption

52
58

1-2 months

10%

2-4 months 10%


4-6 months
<1 month

41%

Try another shop for the same


brand
Try out other brands and
purchase one anyway
Try out other brands and
purchase if I like it
Visit the shop later when it is
available
Try and purchase another brand

39%

Stage 3

9
19

33
5
1

BRAND EQUITY OF ENGAGE

Among the top 3 deodorants of


choice
Engage found
differentiation

to

have

high

~60% of the respondents perceived


Engage as a different and distinct
brand
However only ~20% of the
respondents consider brand and its
proposition relevant

Greater inroads needed to increase


relevance
*Primary Survey: n=100
*The brand equity for Engage was measured using the Brand Asset Valuator (BAV) from Y&R group

ENGAGE shows high differentiation but is not perceived as sufficiently relevant

Intro
Strategy

Stage 1
Stage 2
Stage 3

FORMULATION OF STRATEGY

Operation ENGAGE-Uno
STAGE 1

STAGE 3

STAGE 2

Drive Relevance of the Engage


brand in the mind of the consumer
Q314-Q215

Extend the Engage brand through


energized differentiation

Category Extension of the Engage


brand

Q315-Q415

Q116-Q216

Driving Relevance

Energized Differentiation

Category Extension

4 dimensional strategy along:


Events and PR
Digital Marketing
Points of sales promotion
Mobile Marketing

Different segments to be targeted


through extensions of Engage Work
and Engage Play. Primarily targeted
at higher and lower age groups
respectively

To increase Consumption Patterns


as well as to use Brand Equity of
Engage to a greater degree category
extensions into Perfumes, Talcum
powders and Skin care products

Intro
Strategy

Stage 1
Stage 2
Stage 3

Market Leader Sales Projection (in INR)

4,307.7

Engage Projection at current rate (in INR)

1,597.2

Additional Sales(value required in INR)

2,710.0

Additional Sales (volume required in bottles)

15.94

*All Values in the above chart are in Millions


*Assumption that the average sales price of a deodorant bottle is INR 170
*Assuming a CAGR of 12% (Source : Euro monitor reports)

STAGE 1 ENGAGEng Pyaar


Pyaar Dikhane wali cheez hai

Mobile Marketing
Create ENGAGEr- a Mobile application
Include a chemistry quotient calculator extension
App will have a tips section for FAQs on dates and
other tricky couple situations
Also advices as to which Engage deodorant is suited
for the couple
QR codes provided on deodorants scanned for
installing this app

Dr.Engage : A new section


on Engage web page
Provide tips to boys and
girls on love & chemistry
Advice on how to be
more expressive and
show their affection
Aim of the section is to
ignite playful chemistry
Dr.
ENGAGE

Digital Media + Engage Mobile App


Facebook Likes
Twitter followers
Instagram

315,315
5,057
103

Visitors per site per year

320,475

Increased visibility

480,713

Conversions

144,214

Sales(packs) per year

576,856

Social
Media
Campaigns

Start #ENGAGEngPyaar
campaign on social media
Allows users to post
proposals & related stories
Medium of expression
Run Best video/Post contest
with exciting prizes
Boosts Engage trials & drives
visibility in target segment

Intro
Strategy

Digital
Marketing

Stage 1
E-mails

Stage 2
Stage 3

Targeted emails to be
sent to consumers whose
email id can be collected
from Engage Spots as
well as from Facebook
and Engage Apps

STAGE 1 ENGAGEng Pyaar


Pyaar Dikhane wali cheez hai

Point of Sales Marketing

Stalls in Malls, college


fests and Hangout
spots
Photo-spots and
Blank Engage posters
Sensory Marketing
Maintaining the
Fragrance
Fun events and
games : Engage
Match
The ENGAGEng
Pyaar proposals

Radio
Shows

ENGAGE
Spots

Events
and PR

Partner with TV
shows which
focus on couples
and playful
chemistry
Reality shows like
MTV Splitsvilla
and Dance should
be preferred

TV Shows

Sponsor a show on
love and romance
Platform for couples
to express their love
Theme of the show
Pyaar Dikhane wali
cheez hai

Increase Visibility : Provide special trays to


retailers
Promote #ENGAGEngPyaar contest through the
trays
Place photographs of ENGAGE Spots to create an
additional pull

Intro
Strategy

Point of Sale Marketing


Current Sales
Average Sales increase
Sales(packs) per year

16,566,064
16%
2,650,570
Events

Total Top Colleges


Number of fests (Sports, Cultural, Tech)
Scaled Down Footfall (Only SEC A)
New Users (at 30% conversion)
Sales(packs) per year
Shows
Splitsville viewership
Tv show Viewes
Annual unique visitors across all malls
Customers belonging to SEC A
Conversion (at 20% conversion)
Sales(packs) per year

183
549
3,660,000
219,600
878,400
50,000,000
30,000,000
12,673,600
8,534,720
1,706,944
6,827,776

Stage 1
Stage 2
Stage 3

STAGE 2 ENERGIZED DIFFERENTIATION


Functional benefits

16-28 Age
Group

Quality Fragrance that lasts long and Antiperspiration

Outgoing

Romantic
Perspirer

dance,
biking,
trekking,
sport

Pricing
Premium between 170-200

Intro
Strategy

Urban

Activations
Population between 16-28
Customers belonging to SEC A
Penetration into Customer base
New Users (at 30% conversion)
Annual Consumption (@
4/year)

300,000,000
3,000,000
80%
720,000
2,880,000

Dance studios, Sports Complexes, College


festivals and shopping malls

Stage 1
Stage 2
Stage 3

Advertising
Sports channels & dance programmes
celebrating couples in dance, sports & music
by videos released through social media

Introduce ENGAGE Play to target the Romantic Perspirer


*Source: Indian Population Data
*http://censusindia.gov.in/Census_And_You/age_structure_and_marital_status.aspx
*http://mruc.net/new-demographic-map-of-india.pdf

STAGE 2 ENERGIZED DIFFERENTIATION


Functional benefits
28-35 Age
Group

Passionate
about work

Playful
Striver

Quality Fragrance that lasts long ,Antiperspirationand non-alcoholic on the


basis of insight from primary survey
In a new
Relation

Pricing
Premium between 200-240

Intro
Strategy

Activations

Urban

At various SEZ and IT parks


Population between 28-35
Customers belonging to SEC A
Penetration into Customer base

New Users (at 30% conversion)


Annual Consumption (@
4/year)

284,008,819
2,840,088
80%

Stage 1
Stage 2
Stage 3

Advertising
Through newspapers and magazines

681,621
2,726,485

Introduce ENGAGE Work to target the Playful Striver


*Source: Indian Population Data
*http://censusindia.gov.in/Census_And_You/age_structure_and_marital_status.aspx
*http://mruc.net/new-demographic-map-of-india.pdf

STAGE 3 CATEGORY EXTENSIONS


Maintain
Brand
Positioning

Leverage
existing
Brand

Analyze the
Brand Fit

Category
Extension
Decision

Perfumes

Skin Care

Talcum Powder

Affordable perfume segment


Current
Deodorant

Perfume gap at INR 2002000


INR 500-1000 product gap in
market
For all three lines Engage,
Engage Work, Engage Play
Very Few Indian players
Market estimated to reach
INR 10,000 crore in 2015

First Couple Skin Care provider


in the segment
Positioned to maintain playful
chemistry between couples
Expected CAGR of 9% till 2018
Mens skin care does not have
many brands
Focus on Skin whiteners &facial
moisturisers as they contribute
84% of sales in the segment

Leverage ITC distribution


strength enter rural markets
Build the brand equity in the
rural areas to get loyal
customers who will upgrade to
deodorants
Constitutes only 10% of
deodorant market but growing
at 30% annually
Fulfils the aspirational need of
the Rural consumers

*Source:
Euro monitor Reports
http://www.beauteespace.net/Public/News.aspx?id=847

Intro
Strategy

Stage 1
Stage 2
Stage 3

THANK YOU

Engage Spot

Engager Mobile App

Login Screen

Couple Screen

Single Screen

Engage
Segmentation
Demographic
Psychographic

Targeting
Age group 18-26
Either in a relationship or looking forward to one

Positioning
For people who want to get involved in a playful chemistry with their partner

You might also like