2. Flow of the presentation
1
• Indian baby care market
2
• Our Competitors: J & J baby soap
3
• ITC: Bubbles
4
• Brand building & PLC
5
• Media Planning & Financials
3. Indian Baby care segment
India represents a high potential and untapped market for baby care products
Vast population base in the age group of 0-4 years and parent’s preference
It is seen that aggressive marketing strategies will enable the industry to
register a CAGR of more than 11% during 2010-2013
The total market for baby care products in India is estimated at INR 15 bn in
2008. It is expected to witness a CAGR of 17% and reach INR 28 bn by 2012.
4. Major competitors in the
market
Major
Competitors
Johnson &
Johnson
70-75%
Emami
Wipro
7-8%
Mysore
Sandal
Baby soap
Dove
Sparsh
Dettol
6. Johnson & Johnson
It was Mr. Patrick Whaley who set the foundation.
Launched Johnson’s Baby cream and Prickly Powder.
In Sep. 1957, a new company Johnson & Johnson India Ltd. was
created and registered.
Recently this company celebrated its 50 years in India.
7. J & J Baby Soap
Johnson’s baby soap
is a pioneer in baby
care
It has no strong
perfumes, no
coloring agents or
any harsh chemicals
It has gained the
trust of mothers for
their babies
11. Properties: Baby Soap
For gentle cleansing of the face and body of newborns, &
babies with dry, dehydrated skin or skin subject to external
aggressions.
Moisturizes and strengthens the barrier function of the
skin.
Softens skin and compensates for the drying effects of hard
water.
Contains Cold Cream (glycerin, beeswax and Ceramides),
which creates a "shield" on the skin.
Hypoallergenic - specially formulated to minimize the risk
of allergic reactions.
14. Places Infant Growth Maturity
Major cities like
Mumbai, Delhi,
Chennai, Lucknow,
Bengaluru,
Kolkatta
Major cities
+ Tier I &
Tier II cities
(PAN India)
Venture new
markets
abroad after
PAN India
18. Brand association & Image
• Brand Association:
Pamper your child with
motherly care
• Brand image:
– Brand Association: Pamper
your child with motherly care
– Brand Personality: Gentle &
mild on every type of skin
20. BRAND IDENTITY PRISM – BABY SOAP
Physique
Relationship
Reflection
Personality
Culture
Self-image
Soft
Caring
Friendly
Natural
Motherly care
Natural
Trust
Babysoap
Soft colors- Pinkand Blue
Oval shaped soap
Indian
Soft skin
Down to earth
Appealing
Acceptable
Inspiring
Pure
Hypo allergenic
Inspires mothers to
take care of their
babies and make
them feel special
every day
Brand Identity Prism
21. Resonance
•Motherly care.
Feelings
•Fun, security,
warmth, caring
Judgments
•Quality soap-
superior, trustworthy
Performance:
Hypo allergenic
Gentle soap with cold cream
nutri-protective
100% natural made from
organic oils.
Imagery:
0 to 3 yrs( infant & babies)
Personality: Soft, smooth,
gentle, applicable for all skins
Category identification: FMCG
Needs satisfied: Baby soap
Sub-dimensions of brand
building
22. Segmentation, Targeting,
Positioning & Differentiation
Assuming India's population in 2010 to
be 1.2 billion
– With birth rate of : 21.72 births/1,000
population
– Babies in the age group of 0-3 years=
0.021*3*1.2 billion= 7.56 Cr
– Number of population using baby
products: Assuming 50 %
– Potential market: 3.78 Cr
– Target group: 8 % of potential market 31.5
lakhs
23. PLC Strategies
Infant Growth Maturity
0 to 1.5 yrs 1.5 to 5 yrs 5 yrs & Above
Awareness ( Place +
Promotion)
1. Pediatricians, Doctors,
Hospitals (Top hospitals &
govt hospitals)Medical shops(
Apollo, Religare etc)
2. TV Ads
3. Print Ads
1. TV Ads
2. Print Ads
3. Outdoor Ads
4. Pediatricians, Doctors,
Hospitals, Medical shops
throughout India
1. TV Ads
2. Print Ads
3. Outdoor Ads
4. Pediatricians, Doctors,
Hospitals, Medical shops
throughout India
Expenditure On brands Planned Budget
Very high investment
initially on media & sales
promotion and later max.
dealer promotion & sales
promotion
Expenditure to max sales
velocity in marketing/
production
Marketing Mix
Testing of communication
(advertising)
Product Improvement
Pseudo skimming with
changes in packaging. Intro
of large packs
24. Packaging
Small Packs of 50 gms &
100 gms
Small Packs of soap + New
Product (liquid soap)100 ml &
250 ml
Introduction of large packs along
with small packs
Large packs of soap: 150 gms
Price
50gms= Rs 15
100 gms= Rs 29
Soap:
•50 gms= Rs 15
•100 gms= Rs 29
Liquid hand wash:
•100 ml: Rs 25
•250 ml: Rs 59
Soap
•50 gms= Rs 15*
•100 gms= Rs 29*
•150 gms=Rs 38*
Liquid Hand wash
•100 ml: Rs 25*
•250 ml: Rs 59*
Pricing strategy Penetration Achieve ROI (low pricing) Price normalizes
Growth strategy Market penetration Product development
Market development ( Venture new
markets)
Business Strategy Attack Invest & maintain Harvest
Distribution Exclusive Intensive Intensive
26. Salvage Value
Cost Of plant 500 L 50 L
Installation Cost 100 L
Total 600 L
Working Capital 125 L 495 L
Initial Outflow -725 L 545 L
Manufacturing Capacity 90L units
SP Avg(15,29) Rs 22
VC 57%
Contribution 43%
FC Per Anum W/o Depriciation 300
Financials : (All Figs in Lacs)
27. Market Share projection:
2011-12 2012-13 2013-14 2014-15 2015-16 2016-17 2017-18 2018-19
Year 1 2 3 4 5 6 7 8
Cap Utilisation % 35 45 55 65 75 85 95 100
Sales Volume Units
(Lac)
31.5 40.5 49.5 58.5 67.5 76.5 85.5 90
Year On year
Growth
-- 29% 22% 18% 15% 13% 12% 5%
Total Market
(Growing at 5 %)
378 408 429 450 473 496 521 547
Market Share 8% 10% 12% 13% 14% 15% 16% 16%
The Indian baby care market has substantially grown over the past few years and caught the attention of international players. It showed impressive performance last year (2009), which indicates to the nonexistence of economic slowdown effects.
Aggressive marketing strategies and consumer acceptance of branded premium baby care products (especially in baby food and skin care segments) will enable the industry to register a CAGR of more than 11% during 2010-2013.
The total market for baby care products in India is estimated at INR 15 bn in 2008. It is expected to witness a CAGR of 17% and reach INR 28 bn by 2012. Market comprises of four segments Baby Food, Skin Care, Toiletries and Diapers, and Hair Care. Baby care market in India is overwhelmingly dominated by the unorganized sector.
