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8/9/2019 Toilate Soaps
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Toilet Soaps
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Overview
Highly fragmented category. Over 250 brands and
their variants
Category primarily based on price segmentation
Penetration level : 96%
Total value: Rs 42,000 million (approx)
Total volume: 4.5 lakh tonnes (approx)
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Category is Based Primarily on Price
Segmentation
Premium
CarbolicLifeouy, OK, Nirma Bath
DiscountNima Rose, LB Active, Godrej No.1,
Breeze, Nirma beauty
PopularLux, Hamam, Rexona, Margo,
Cinthol Fresh, Lifebouy, Fairglow
Liril, Pears, Dove,Cinthol, LTI
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Popular Segment Contributes the
Highest in Terms of Value and Volume
18.7
10.5
33.4
26.1
37.8
42.6
10.1
20.8
0.0
10.0
20.0
30.0
40.0
50.0
Carbolic Discount Popular Premium
Volume
Value
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Carbolic soaps d cli d @ %, whil discount soaps continueto grow @ %
999
Carbolic
iscount
Popular
Premium
Note : - Q
Volume
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Popularsoaps contributed % ofthetotal personal wash arket
0.0
5.0
10.0
15.0
20.0
25.0
30.0
35.0
40.0
45.0
50.0
1999 2000 2001 2002
arbolic
iscount
Popular
Pre iu
Value
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Premium Segment
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Premium Segment
Contribution to total personal wash volume : 43,000
tonnes (10.4%)
Contribution to total personal wash value: Rs 900
crores (21%)
Highly fragmented category. Over 100 players and their
variants
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Dettol protection. Trusted by
doctors.
Functional benefit: 24 hour protects from all types of germs
Emotional benefit: Dettol takes care of my familys health
Value : 2.4% Volume: 3%
SKU : 75 gms, 125 gms
Price : Rs 15 for 75 gms
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Liril
Bindas Freshness
Functional benefit: Freshness
Emotional benefit: Freshness that rejuvenates and makes you
come alive
Variants : Icy Cool and Lime fresh Volume : 1.3%
Value : 2.4%
Price : Rs 15 for 75 g
SKU : 75g
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Mysore Sandal Damakti Twacha ke liye
Functional benefit: Sandal wood oil and moisturisers which
make the skin fragrant and radiantly beautiful.
Emotional benefit: Timeless beauty
Volume : 0.9% Value : 2%
Price: Rs 16 for 75 gms
SKU : 75 gms, 125 gms
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Variants:Amber , Oil control
Functional benefit: Pure and gentle skincare with Glycerine
Emotional benefit: Pure and gentle
Volume: 0.85%
Value: 2.27%
SKU: 75 gms, 125 gms Price: Rs 19.50 and Rs 34
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International Lux Skincare
Its not just soap, its skincare.
Variants: Moisturising, Sun Protection, Deep Cleansing
Functional benefit: Skincare Emotional benefit: Beauty like a star
Volume : 0.8%
Value : 1.6%
SKU : 75 gms, 125 gms (moisturising) Price: Rs. 16 for 75 gms
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Gazaab ka confidence, kitna aakarshak
Variant: Lime and Spice
Functional benefit: Deodorant and skin nourishers that keep
you fragrant and fresh throughout the day
Em
otional benefit: Social confidence Volume: 0.3%
Value: 0.5%
Price: Rs 14 for 75 gms
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Functional benefit:
1/4 moisturising cream keeps the skin soft and smooth
Does not dry skin like other soaps Emotional benefit
Helps me feel more feminine
- Volume: 0.2%
- Value: 0.6%- SKU : 50 gms, 100 gms
- Price: Rs 45 for 100 gms
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Spirit of freshness
Variants:Aqua , Exotic Garden, Caribbean Lemon
Functional benefit: Ingredients like ylang ylang, peach and
citrus extract cleanses and refreshes, leaving the skin soft
Emotional benefit: Freshness that transforms me to another
world
Volume: 0.1%
Value: 0.2 %
SKU : 75 gms Price : Rs 15 for 75 gms
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Popular
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Popular Soaps
Contribution to total personal wash volume: 37.20%
Contribution to total personal wash value: 42.2%
Large number of players
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LuxLux, koi shaque!
Variants: Pink (Almond), Black (Honey), White (Milk
creame)
Functional benefit: Beautiful nourished skin with the
goodness of natural ingredients Emotional benefit: Beauty like a star
Volume: 13.65%
Value: 15.10%
SKU: 100 gms, 125 gms, Multipack (6 150 gms)
Price: Rs 12 for 100 gms, 14.50 for 125 gms
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Rexona
Variants:
Saffron and Sandal
Coconut
Orange
Functional benefit: Natural ingredients keeps the skin feeling soft
and nourished and radiantly beautiful.
Emotional benefit:Admiration
Volume: 4.6% Value: 5.1%
SKU: 100 gms
Price: Rs 10.50 for 100 gms
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Functional benefit: Goodness of natural ingredients like Lime,
Pudina, Tulsi and neem, keeps the whole familys health
protected
Emotional benefit: Hamam cares for my family, naturally
Volume: 3.9%
Value: 4%
Price: Rs. 10 for 100 gms
SKU: 100 gms, multi packs (6 100 gms)
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SantoorCollegemein? Mummy!
Functional benefit: Natural ingredients like turmeric and
sandalwood penetrates deep within the skin, keeping it
younger looking and soft
Emotional benefit: Keeps me looking younger
Volume:3.5%
Value: 3.2%
SKU: 75 gms, 125 gms
Price: Rs 10 for 75 gms
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Lifebouy International Gold"Muhaase? Who kya hota hai?"
Functional benefit: Protects against germs which cause skin blemishes.
Pimple free skin.
Emotional benefit:
Confidence to face the world
Volume: 1.6%
Value: 1.3%
SKU: 100 gms
Price: Rs.11 for 100 gms
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Lifebouy International Plus
Functional benefit: Protects from germs which
cause body odour
Em
otional benefit: Social confidence Volume: 1.3%
Value: 1.4%
SKU: 100 gms, 150 gms
Price: Rs 11 for 100 gms
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Cinthol Fresh'Swacch ujjwal twacha, kitni aakarshak.
Functional benefit: With goodness of lime that keeps
your skin glowing and keeps feeling fresh throughout
the day
Emotional benefit:Alluring confidence
Volume: 1%
Value: 1.3%
SKU: 75 gms, 125 gms
Price: Rs 11 for 75 gms
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Discount
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Discount Segment
Contribution to total personal wash volume: (29.9%)
Contribution to total personal wash value: (25%)
Only segment which is growing in the personal wash
category
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Variants: Rose, Sandal, Lime
Functional benefit: Goodness of natural ingredients like rosewater,
sandal extracts and lime leaves the skin soft, fragrant and glowing
radiantly.
Emotional benefit: Makes you look irresistibly beautiful.
Price: Rs 8 for 100 gms
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Nima
Variants: Rose, Sandal, Herbal
Functional benefit: Daily skincare with natural ingredients
which leave the skin soft and fragrant throughout the day. Emotional benefit: Beauty
Volume: 6.5%
Value: 5.4%
SKU: 100 gms, 150 gms Price: Rs 7 for 100 gms
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Nirma Beauty
Functional benefit: Soft, beautiful skin
Emotional benefit: Beauty Volume: 6.5%
Value: 4.6%
Price: Rs 8 for 100 gms
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Lifebuoy Active
Minton ka snaan. Ghanton ki suraksha."
Relaunched in 2002 as a soap for the whole family with new fragrance
and superior formulation which has a superior bathing experience andskin feel
Functional benefit: Active B protects against germs which cause stomach
infection, eye infection and infection in wounds and cuts
Emotional benefit: Entire familys protection against germs
Volume: (3.8%)
Value: (2.7%)
SKU: Red 125 gms, 100 gms, 60 gms. Orange 100 gms
Price : Rs 7 for 100 gms
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Carbolic Segment
Contribution in the personal wash volume: 19.6%
Contribution in personal wash value: 10.5%
Declining at the highest rate in the personal wash category
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lifebouy se nahaye kiya?
Functional benefit: Healthy, germ free skin
Volume: 15.3%
Value: 5.8%
SKU: 150 gms
Price: Rs 6.50 for 150 gms
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Highlights: Overall
Overall decline due to:
Increase in shampoo penetration at a more economic
price
Consumers are buying lesser and getting more quantity
free
Increase in total fatty matter content of the premium
soaps has lead to lower melt rate which makes the soap
last longer
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Highlights - Premium Segment
Users shifting to popular soaps with quality
improvement
Brands offering a multitude of benefits
All beauty soap brands are positioning on specific
beauty needs like moisturising, fairness, fragrance,
freshness
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Highlights - Popular segment
Most brands are going the Natural way
Promotional offers drive the segment leading to little
brand loyalty
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Highlights - Discount Segment
Discount segment is growing as The benefits offered are similar to popular soaps at a
discounted price
Carbolic soap users upgrading for the additional benefits at a
marginal cost difference Higher dealer push as the dealer margins for discount sector
is 25% compared to others which is 8%
Segment driven by consumer promotions.
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Highlights : Carbolic Soaps
The Carbolic soap segment is declining at a significantrate of 17% as consumers are offered more value at a
marginal price difference.
All soaps in this category are offering the same benefit(health). Consumers are increasingly shifting away as
they want different benefits.
To counter the decline, Lifebouy was relaunched in early
2002 with new improved fragrance and better skin feel.
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Future Industry Trends
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Consumer End
The importance of Me Be whatever you want to be
Perpetual youth image/trans-generational
Health and wellness in body and mind
Using kids to push brand awareness Increasing adoptions of technology
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Future Trends
Importance of rural market: Penetration levels in urban areas is as high as 90%.
Competition in urban market pretty high.
More opportunity as 70% of Indias population lives in rural areas.
N o o f B a t h s /
D a y
N o o f B a t h sW i t h S o a p /
D a y
% B a th s
W i t h S o a p
Urb an 1 .37 0 .94 69%
R u r a l 1.28 0.36 29%
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Future Trends
Formulation/Packaging:
Soon soap market will evolve on niche products
Packaging/formulas would move from clear to opaque to
connote skincare benefits
Packaging would also become more upscale with smoother and
textured plastic bottles for sensory appeal to the users
Gender specific variants as already seen in fairness creams in
India
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Future Trends
CloserAssociation with target groups:
Brands are trying to get as close to their target consumers as
possible.
Thus affecting:
- Advertising
- New Products
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Baseline: Seeing is believing
Proposition: Breakthrough innovation in fairness
along with sun protection
Payoff: Fair radiant skin that glows from within
RTB: Fairness vitamins you can see in the
beautiful speckled soap
Fair and Lovely
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Baseline: Now try a real bath
Proposition:
First ever scrub soap
Removes dirt grime and dead cells Gently messages skin and improves blood circulation
Payoff: Spotless fair and glowing skin
RTB: In-built scrub of oatmeal powder and rare herbs
NOMARKS - Be NOMARKS Be BEAUTIFUL
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Baseline: StopAdjusting Start Living
Proposition: Its antibacterial properties kill skin
and scalp germs
Payoff: Children can enjoy their childhood withoutboundaries withAyush skin protection
RTB: Extracts of powerful herbs recommended by
the ayurveda and endorsed by the world-renowned
Arya Vaidya Pharmacy, Coimbatore
Ayush Body Rakshak (Protection) Soap
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