Feminine Hygiene Market: Sanitary Pads/Tampons

Market penetration & Consumptions of Sanitary pad/ Tampon/Cap is seems like null in India, not only the despite of awareness but also due to certain specific factors like price. In Recent, Sofy has launched TVC campaign of Sofy Tampons which is educating about how to use & advantage Tampons during period.

Soft Tampons TVC:

https://www.youtube.com/watch?v=1sLoU1rG_aY

https://www.youtube.com/watch?v=baZivnRwPK8

Tampons Brands available in India Online/Offline: Sofy, Bella, OB, Tampax, Masmi, Playtex etc.

To launch Tampon TV campaign is taken excellent initiative because it is challengeable task to represent the complete communication by methodically in India.  It would be get productive results if further represent the same communication on ground level as a strategic part. Because of there are lesser women having knowledge about usage tampons as compared to sanitary pads in India.

Indian Market till 2015

Core features where Consumers are looking for:

(1) Quality of cotton cloth

(2) Absorption level in high/low flow

(3) Safety in terms of rashes/fungal/ odor etc. or any other infections

(4) Convenience & Comfortable in terms of leakage, dry etc. during outside working hours

Core Challenge for Marketers:

(1) High Cost

(2) Level of acceptance is lower across the urban/rural market despite of awareness

(3) Lower market penetration due to social aspect

(4) To change the perception level from normal cloth to hygiene pad/tampons/cup for those who can afford but not using.   

Strategy Execution to increase penetration & consumption:

(1) Integrate with CSR + BTL activity where it can get maximum coverage at ground level and solve the queries/problem immediate. Brands cannot get expected results by launching various 30 or 40 second TV advt. /OOH campaign for this product category because it is extremely connected with direct consumers. 

(2) Educate properly like Day wise usage, how many times/within hours should change the pad, which type of pad should use age group wise/ in high or low flow etc.

(3) To be increased the confidence level of women which can change the perception

(4) Cost must be affordable in order to increase the penetration & consumption because of many of few Indian market is covered by NGOs, Social workers & local brand in rural/urban area where are offering qualitative sanitary pad in economical price as well as creating awareness to women about usage of pad.

Awareness + Educate can give Productive Customer experience + satisfaction …

Brands, Competition & Consumers

Most of the brands are consistently showing its features or coming up with innovative features/services to sustain in competitive market and keep efforts to ‘Connect’ with consumers. 

The most interesting fact is that:

(1) How consumers are accepting the brands

(2) Stay with brand loyal &

(3) How rapidly switch over into other rivals/substitute brands.  

Category wise Brands are Targeting Upper/Middle/Lower class Customers but utmost engaged, influential & competitive throughout the year in India: 

(1) Social Media: - Facebook, Twitter, LinkedIn, Instagram, Pinterest (Direct or Indirect Competition)

(2) Baby Care: - Dove Baby care (Recently Forayed in mkt), Johnson n Johnson Baby care

(3) Confectionery: - Kinder Joy, Cadbury Dairy milk Lickables (Recently launched)

(4) Noodles: - Maggi, Yippee, Patanjali, Knorr Soupy Noodles, Ching’s Secret

(5) Toothpaste: - Colgate, Patanjali, Sensodyne, Pepsodent, Dabur

(6) Deodorant: - Fogg, Axe, Wildstone, Park Avenue, Nivea, Set Wet

(7) Beverages (Cold Drink):- Coca Cola, Pepsi

(8) Biscuits: - Patanjali, Parle, Sunfeast, Britania, Priyagold, Cadbury

(9) Detergent Powder: - Ariel, Surf Excel, Tide, Ghadi, Nirma, Wheel, Rin, Fena, Henko

(10) Sanitary Napkin: - Whisper, Sofy, Stay-free, Pro-Ease, Paree

(11) Burger: - McDonald, Burger king, Sub way, KFC

(12) Pizza: - Domino’s, Pizza Hutt, U.S. Pizza, Papa Johns

(13) Ice Cream: - Vadilal, Havmor, Amul, Kwality Walls

(14) Coffee outlet:- Barista, Café Coffee Day, Starbucks, Brewberrys Café

(15) Online Travel Portal: - Makemytrip, Cleartrip, Goibibo, Via.com, Easemytrip, Ezeego

(16) Online Shopping: - Amazon, Flipkart, Paytm

(17) Mosquito Repellents: - GoodKnight, Allout, Mortein, Odomos

(18) Anti-Bacterial Soap: - Lifebuoy, Dettol, Savlon

(19) Shampoo: - L'Oreal Paris, Dove, Pantene, SunSilk, Clinic plus, Head & Shoulder, TRESemme, Himalaya, Fiama Di Wills

(20) Hair Oil:- Dabar Amla, Bajaj Almond, Himalaya, Dabar Vatika, Parachute Advance, Patanjali kesh kanti, Emami 7 oils, Indulekha, Hair & Care, Nihar Shanti Amla, Navratna

(21) Health Nutritional powder: - Boost, Patanjali Powervita, Complan, Bournvita, Horlicks, PediaSure

(22) Acidity/Gas: - Eno, Gasofast

(23) Chyawanprash: - Dabur Chyawanprash, Baidyanath Chyawanprash, Zandu Chyawanprash, Patanjali Chyawanprash

(24) Fruit Drink: - Maza, Slice, Minute Maid

(25) Fruit Drink Tetra Pack: - Dabur Real, Tropicana, Paperboat, Rasna, Frooti

(26) Scooter Two-Wheeler:- Honda Activa, Suzuki Access, TVS Jupiter, Hero Duet

(27) Hair Color: - Garnier, Godrej, L’Oreal, Streax, Revlon

(28) Telecom Service Provider: - Airtel, Vodafone, Idea, Reliance, Jio

(29) Mobile Android Smartphone: - Vivo, Oppo, Micromax, Samsung, Gionee. Xiaomi

(30) Paint: - Asian Paint, Dulux, Nerolac, Berger Paints

(31) Fairness Cream: - Garnier, Fair&Lovely, Lakme, Ponds, Fair & Handsome, Clean&Clear, Vicco (Men/Women)

(32) Water Purifier: - Kent RO, Aqua guard, Live pure, Pureit Ultima

(33) Mineral Water: - Bisleri, Oxyrich, Bailley, Aquafina, Tata water Plus, Kinley, Himalayan

(34) Cab Service: - Uber Cab, Ola Cab

(35) Tea:- Tata Tea, Brook Bond Taj Mahal, Wagh Bakri, Brook Bond Red Label, Lipton Tea, Tetley Tea, Society Tea, Marvel Tea

(36) DTH Service: - Tata Sky, Dish TV, Videocon DTH, Airtel Digital, Sun Direct

(37) Bath Soap: - Santoor Soap, Dove, Pears, Godrej No.1, Cinthol, Medimix, Lux, and Vivel

(38) Dish wash: - Vim, Pril, Exo, Dettol kitchen gel

(40) Consumer Durable & Electronics:- LG, Philips, Sony, Samsung, Bajaj Electricals, Whirlpool, Godrej, Videocon, Voltas, Daikin, Blue Star, IFB, Lloyd, Haier, Hitachi, Mitsubishi

And, lists are endless… (Many other & local brands are not included)

Presently, Market is all concerning:

“Competition, Consumers/Customers Connection & Brand Valuation” 

Selfie Market Trend

Current trend of Consumers preference towards buying Smartphone:-

(1) Likely prefer to have beyond 8MP camera Front/Rear

(2) Price

(3) Memory Space & RAM

(4) Operating System

(5) All others remaining features/specifications

In Earlier time, consumers were giving most priority of mobile strength & battery backup but since 2 years, the entire trend has swing into Selfie moment. Consumers are looking into first the effects of camera , price & RAM/Memory space because market is became highly digitalize with visualize so accordingly entire consumer buying behavioral pattern has been changed.

Consumers are more preferred to buy Smartphone from Flipkart or Amazon as well as online buying sales ratio is higher than retail outlets due to price factor. Brands like Oppo, Vivo, Gionee, Micromax have been chased good amount of market share since Selfie trend growing though Samsung is leading in the Indian market. These brands are driving well into the market due to its camera, RAM/Memory & price.  Because brands have taken ‘Selfie Market Trend’ opportunity through consistently & aggressive branding in which emphasizing more about camera results. 

Television Commercial

https://www.youtube.com/watch?v=k8aeJ-HRxqU (Micromax Dual 5)

https://www.youtube.com/watch?v=pUbBE50cgHY   (Oppo F3 plus)

https://www.youtube.com/watch?v=BwEGdQJhPLA   (Vivo V5s)

The brand campaign ratio of Oppo & Vivo is much higher than market leader Samsung & as a core sponsored in IPL -10, brands have taken the right opportunity at precise time to represent the brand equity.  Both the brands have been covered few% market share from Samsung likewise 3 -4 years ago Samsung has been done the same & covered the massive market share from Nokia.

It should not taking the lightly for any rival brands in order to survive in the market because youth target market is urge to more on camera & price features and now a day’s there are brands like Oppo, Vivo, Micromax  in-demand of 13MP & beyond dual camera with  which are mostly buying through online.   

“Simple but core strategy is to understand the consumer preference on current trend & grab the market opportunity “.

Tata Tea...Jaagore.Com : Brand Activation

Innovative transformations of CSR campaign from political to Social with remain an equivalent message by ‘Jaagore.com’ which is entrenched CSR brand of ‘Tata Tea’. The TVC campaign of ‘Jaagore’

is being released consistently innovative, clutter-breaking & influential since initiative taken by  Tata Tea towards creating an awareness of current affairs and it became a separate brand identity which is integrating directly to Tata Tea.

In Recent, Tata Tea has released new Jaagore 2 campaigns on social current affairs by creating concept of ‘Alarm bajne se pehle Jaago i.e. (Awake before the alarm ring)’ which is silently representing of ‘brand strengthens’ through CSR strategy and it keeps you awake & aware incessantly, when you sip Tata Tea. 

NEW TVC:-

https://www.youtube.com/watch?v=gRA4wYsqA5c (Pre-Activism)

https://www.youtube.com/watch?v=fzNfj3xEeT4  (World Save Water Day)

In India, Tea is not only just Tea but Tea is perceived as supportive conscious tool and highly integrates with psychological dynamics like (Mentioned some practical dialogues):

(1) Frequently, people talking that my mind will not work until I will not drink a Tea

(2) If any one individually forget or doing mistake in work, people saying that today didn’t you drink tea in morning or since morning!!

(3) Feeling like headache / stress, let’s drink Tea or while reaching at home, first drink a cup of tea.

(4) Remaining work will do later on after tea break.

More even, sales/marketing dept. people are drinking more tea during the sales closing in order to relief from stress.

Tea brands campaigns are more emphasizing on taste, happiness & origin of tea leaves whereas flavored tea brands campaign are representing health advantages which are emotional but exceptionally influencing.  However, it should required highlighting little more on ‘refreshment/attentive’ by different way.

Tata Tea Jaagore.com is an incessantly influencing on ‘awake’ since launched which is a core part of tea features and it is signifying that the brand activation is directly integrated with CSR. 

Nirma Advance : Detergent Market

Detergent market trend & consumers pattern is now shifting more into powder base since 3-4 years because of either middle class & above segment income or working woman ratio increased as well as consumers have been already been adopted semi/fully automated washing machine due to facing various problems /complaint with house servant. Hence, the demand of bar soap is decreasing accordingly. Premium brands like Ariel, Surf Excel are now exclusively focus on powder & washing machine combination, whereas Economy & mid segment brands are extremely promoting the powder on priority base and at the end of TVC campaign, it is visualizing both powder & bar soap but emphasizing more on powder rather than bar soap.

For, each & every detergent powder & bar soap brands having essentially common purpose is that to remove stain, keep hand smooth, long lasting fragrance & keep cloths shining. Recently, Nirma Advance has released new TVC campaign which is being endorsed by Hrithik Roshan & conveying message that ‘Naye Zamane Ke Ziddi Daagon Ke Liye i.e. (It is for strong dirt in New Modern Trend)’. 

TVC: https://www.youtube.com/watch?v=OTZ3PiCqNME

Woman is most powerful decision maker & influencing factor for Household & many other categories like FMCG, Household,Personal care, Apparel etc. Before adopting celebrity for brand endorsement, it must be an essential to analyze that how he/she will be influencing / connecting your brand towards consumers. If we are looking into Nirma Advance TVC campaign, it doesn’t give any fruitful impact rather than only dance. So far 16.33 Lacs + audience have been seen this TVC on youtube & you will find more than 90% debate/comments about Hrithik Roshan’s dance only as well as audience are likely preferring  to see Hrithik. Hence, here Brand visibility strength & Communication integrity is appearing like void except new punch line which is also not effectual at all.

By looking into the branding prospect, it is not an ideal combination between Nirma Advance brand & celebrity which can be accepted by consumers. It could be much better If it has sustained with familiar old campaign ‘washing powder Nirma..’ and could released in unique/innovative way. BY finding the gap between buyers & rivals, there are many other features can highlight along with stain remove. Even though brands like Ghari, Surf Excel, Ariel , Rin, Tide focus on only stain removal which is already being known by consumers hence it is better to convey value additional features too like brand Woosh  detergent powder containing good amount of fragrance rather than the other rival brands. 

                                                        

In context of washing machine, brands like Surf Excel & Ariel which are greatly focusing on Front/Top Load powder and campaigns are likely conveying similar message of stain removal by visualizing advance tech/formula. So, it is much better that cross advertising strategy can execute conceptually which should representing a value additional features by integrating of powder & washing machine. 

There is a huge untapped urban & rural market across India and consumers are now adopting detergent powder not only in Urban but also in rural market too. More than 73% middle class & above consumers are buying detergent powder only from Mall, Modern Trade & Hyper/Super market and their purchase period either weekly or monthly basis so they  are preferring to buy 1kg or above packing. Eventually, the strategy should be more in favor of value additional features & CSR based like Ghari brand is associated with ‘Swachh Bharat’ campaign which is precise integration.

An Effective Communication only builds up Consumers Connection…

Powerful Patanjali Brands Journey...

Strategic Execution & Brand Journey By Patanjali:

Journey Step: (Begin from 2012 & 2013)

(1) People knew more about Baba Ramdev & Patanjali name rather than brand & people were buying Patanjali products through word of mouth communication. Most of were buying DantKanti Toothpaste & other products sales movement & liquidation ratio was slow.

(2) Simultaneously, start campaign of hair oil brand Kesh Kanti smoothly

The entire picture has been revolutionized after June 2014 – step wise:

(1) Patanjali has been taken a multiple sponsorship on all major news channels and endorsing brand Dant Kanti (Toothpaste) as well as KeshKanti (hair oil).

(2) After November’14, Patanjali has forayed into FMCG market aggressively and released campaign of Chyawanprash, Biscuits, Cow Ghee & Honey towards rival brand Dabur & ITC.

(3) During April to August ’15, Patanjali has released campaign of Personal Care & Health Care segment in which included Detergent Cake & Powder, Bath Soap, Face Wash, Digestives & Fruit Juice.

(4) During Sept.’15 to March.’16, released campaign Noodles (Aggressive marketing during the ban on Nestle Maggi), Atta, Besan, Salt.

(5) During April to Sept.’16, Patanjali has launched Coconut hair oil & hair wash, Power Vita (towards rival brand Complan, Horlicks, Bournvita),  Rice.

(6) Major brands are being endorsed by Baba Ramdev since 1 year

(7) 4000+ Patanjali outlets available across India

(8) Plan to open outlet at Railway station & Airport

(9) Now, Patanjali is associating with main sponsorship on major news channel (Prime Time News Content / Headlines) as well as associated/co-sponsor on other prime news content.

(10) Moreover, it is Strategic surprising that Baba Ramdev is coming on upcoming 29th Oct.’16 ‘Super Dancer’ reality show on Sony TV channel who is going to be a part of judge & articulating Yoga Tips. This reality show is powered by Power Vita (Patanjali Brand) and impact of brand engagement, reach & viewership will be going to increase on this special episode.

Baba Ramdev with Super Dancer :

http://www.hindustantimes.com/photos/tv/boogie-with-baba-let-ramdev-teach-you-some-yoga-inspired-dance-moves/photo9-YeNdzJiEbaKSxLtQPmHnQJ.html

Strategically, Baba Ramdev presence & involvement is increasing towards Brand Delivery & reinforcement. Rural market is untapped still so it should be essential to emphasize & involvement more on rural market because major area of urban market is already been covered by Patanjali in terms of Reach & Awareness.

Patanjali Strength, Market Threat:

 Baba Ramdev’s presence is an identity & icon of Patanjali brand which can ‘Connect’ through Ayurved & Yoga. 

Colgate Cibaca Vedshakti - Herbal Toothpaste Market

Strong Brand Power = Market influence, Threat & Coverage, Connect Consumers, Gain Trust, building brand identity & equity 

Total Toothpaste market in India :- 7500 Crore

Total Herbal/Ayurvedic Toothpaste market :- 800 Crore (11% Appx.)

Ayurvedic Impact, Brand Reflect & React:

It’s only sole brand Patanjali is influencing that Colgate has launched 3 brands straight away within 1 year which are known as Colgate Sensitive Clove, Colgate Active Salt with Neem & Colgate Cibaca Vedshakti.

Overall, Herbal market is growing now & MNC are foraying with herbal brand in order to compete with Patanjali. Moreover, they are releasing their campaign by using of Ayurvedic elements or conveying message by using voice over/showing ‘Ayurvedic or Natural’.

Now, it is most challengeable task for Colgate that how to sustain existing consumers because Dant Kanti (Patanjali Brand) has already gain 3 % market from Colgate though Colgate is still leading in the market with 54% according to the market source but overall growth of Colgate is declining. The matter is that how will Colgate compete its 3 herbal toothpaste brands across the market which is categorized into differently since Dant Kanti is growing successfully across the Indian market.

Being a most trustable brand in toothpaste market, Colgate Strong Teeth has been changed in its TVC campaign since 2 years & integrating it more on towards ‘Mother’s Trust’ which ropes into sustaining the brand loyalty & legacy.

Dant Kanti brand effect is highly potential which I have been observed personally when I was buying medicine from one medical store nearby my home. I have seen the display of total 15 Dant Kanti Toothpaste front side & highly visible directly, then again I have been visited the same store after a week that surprisingly I found only 3 toothpaste was remaining in display stock. I have been asked there the sales movement of Dant Kanti Toothpaste in retail market, as he replied that it is very fast and consumers are demanding either by Patanjali Toothpaste or some are directly with Dant Kanti while buying likewise Colgate. 

Strategically a new brand Colgate Cibaca Vedshakti (Brand Extend of Colgate Cibaca) is directly competing with Dant Kanti. The biggest threat for Colgate is to drive & gain repeat consumers for 3 herbal toothpaste brands which is not easy to establish despite of market leader.  Since Colgate brand is most recognized as ‘solution for cavity’ & now, Colgate has required emphasizing more on herbal/Ayurvedic elements to drive the new brands. The campaigns have not been influenced of Colgate Sensitive Clove & Active Salt with Neem which can urge to consumers willingly for buying the same likewise Dant Kanti. It must required to more exercise on it because other rival brands are working aggressively and more new brands may foraying into herbal toothpaste market which can give big impact on Colgate market coverage.