Kohinoor - Repositioning Strategy

Why ENERGIZE?
Will it get you
MORE BANG FOR THE BUCK?

To evaluate whether there is a
need to ENERGIZE we initiated a
dipstick survey across Pharmacies,
Convenience stores, Health &
Beauty Chains and Super Markets
across different socio-economic
areas in Chennai…

THE DIP STICK
SURVEY COVERED

 Pharmacies (30)

 Convenience Stores (5)

 Health & Beauty Chains (3)

 Super Markets (2)

THE DIP STICK
SURVEY AREAS

 Nungambakkam (SEC A & AB)
 Kodambakkam (SEC AB, B, C)  Mogappair (SEC AB, B)
 Royapettah & Thousand Lights (SEC A, AB, B)  Porur (SEC AB, B, C)
 Velacherry (SEC A, AB, C)  Adyar (SEC A, AB, B)
 Ambattur (SEC AB, B, C)  Koyambedu (SEC B, C)

WHAT WE ASKED?

1. Which are the FASTEST moving condom brands?
2. Which AGE GROUP prefers which brand?
3. What is the PURCHASE PATTERN for condoms?
4. Does PACKAGING play an important role in purchase?

WHAT WE ASKED?

5. Does PRICING play a decisive role in purchase?
6. Are consumers BRAND SPECIFIC?
7. Are the trade people open to the idea of PROMOTING condoms?
8. Why more PROMINENCE is given to certain brands?

WHAT THEY SAID?

FASTEST SELLING BRANDS IN ORDER
1. KS
2. Kohinoor
3. Moods / Chinese
4. Durex (Niche Urban Elite, No.1 at Health & Beauty Chains)

WHAT THEY SAID?

AGE GROUP & SEC PURCHASE PATTERN
1. KS : 20 – 30 yr SEC A+, A, AB
2. Kohinoor : 30 – 45 yr SEC AB, B, C
3. Moods / Chinese : 20 – 35 yr SEC AB, B, C
4. Durex : 20 – 45 yr SEC A+, A, AB (Urban Elite)

WHAT THEY SAID?

PACKAGING
• Plays an important role in product placement at counters.
• Sexual imagery used to help in product visibility but currently it
is full of clutter with all brands except KS and Durex following
sexual imagery packaging.
• Sexual imagery causes embarrassment for the Indian family-man

WHAT THEY SAID?

PRICING
• Not a very important factor.
BRAND AWARENESS
• Consumers very brand specific but does not refuse if other brands
are offered at Pharmacies. Factors are lack of knowledge about
quality difference, brand value, does not matter etc.

WHAT THEY SAID?

PROMOTING
• Sellers are open to promote but not much sustained OOH / BTL
promotional support from any company.
BRAND SPECIFIC PROMINENCE
• KS at Pharmacies since off take is more, Durex at Health & Beauty
Chains, All kept mixed at other places.

BRAND PROMISE PERCEPTION

• KS Young and energetic, Fun, Erotic
• KOHINOOR Married man‟s choice, Durable, Functional,
Value-for-money
• MANFORCE (Advt) Young, Raw Eroticism, Experimental, Fantasy
• MOODS Young, Fun, Cheap

BRAND PROMISE PERCEPTION

MACHISMO

Masti Zaroor

Ustad

Manforce
Durex
Kama Sutra
Nirodh
CARING FOR EROTICISM
THE FAMILY Nirodh Deluxe
Durex
Pleasuremax
Kohinoor
Moods

Kohinoor
Kohinoor Pink XTRA Time

LOVE AND PASSION

LEARNING

• Sex has evolved over the last 10 years
with Internet and media explosion
• Fun factor is now attached to sex…even
in the Indian married man‟s mind
• Romance – Marriage – Sex is now
Romance – Sex - Marriage
• Awareness is high and experimentation
is the next step forward
• Sex is now a natural culmination of
Romance

CHALLENGE

• 360 Degree ENERGIZING of the KOHINOOR Brand Promise
• Build on Romance and create differenciation, add X-Factor
• From Married Male‟s choice move closer to Every Male‟s choice
• Stage 2 - Every Male to Every Consenting Adult (make woman the decider
the chooser…)
• From Night time to Romance time, Anytime, Every time…

There is no specific time for Love & Romance…

THE SOLUTION

Efficient
Push & Pull
Strategies

Mass Effective Superior &
Media Brand Differenciated
Exercise Packaging
Energizing

New &
Ambient
Media

THE PRODUCT SHELF

What works,
what doesn‟t
LOST IN THE CROWD

and why?

KS PACKAGING

Regular variants

The
Pack Visuals
Deliver Brand
Clear variant Promises
The differentiation Fun & Erotic
Promises Sex
&
Experiences

Premium variants

MOODS PACKAGING

Regular variants

Clear variant
differentiation

Premium variants

For the Male
buyer – No Trying to
promises but Position along
assures sex with
Durex

MANFORCE PACKAGING
Positioned
for the
Male Market
Guarantees
RAW SEX

No Correlation
between the
PACKAGE REVAMP Brand Promise
and the Logo

IMPROVED INCREASE
BRAND IN
IDENTITY SALES

KOHINOOR PACKAGING

The Brand Promise is not
Positioned for the Married Couple
delivered on the packs.
as a Companion for
Love & Passion
The Promise is entirely different from the
actual product appearance

The packs says
But the packs says

SEX!!! SEX!!! SEX!!! SEX!!! SEX!!!

Affects theis the LOVE?
Where consumer behavior and the purchase pattern
Where is the PASSION?

KOHINOOR PACKAGING

Variant
Differentiation

Regular variant Premium variant

0%

KOHINOOR PACKAGING

Why will a married man of SEC B want to buy
soft porn images to make love to his wife?

ONE MAJOR ELEMENThave EAT UP SALES
What does these visuals
TO to do with love
and passion?
Wouldn‟t the consumers feel a little
embarrassed because of the packs?

KOHINOOR PACKAGING
THE REMEDY

LOVE & PASSION

THE LOVE ELEMENTS
MASTER ELEMENT

ROSE CUPID
The „HEART‟ is just not
the universal symbol for love
An ancient The
symbol for personification
love and for love and
beauty courtship

WHAT ARE THE VISUAL
REPRESENTATIONS OF LOVE?

ROMANTIC HEART
COUPLE
The most
Depicts the extreme and
closeness and prevalent
bonding symbol
between representing
partners love

THE MASTER ELEMENT

The „HEART‟ is just not
the universal symbol for love If it really was, why doesn’t it
even come close to the
appearance of the human heart?

The „HEART‟ is a stylized symbol
that unifies the male and the female
reproductive organs

THE UNIFICATION

Testicles
Uterus

THE FEMALE SYMBOL

The „HEART‟ also depicts the
human female body, such as
the female reproductive organ,
the Sumerian cuneiform or its
mound. And some maintains a
resemblance to the shape of
the female breasts or buttocks.

THE SILPHIUM

 Historians state one possible origin of the
heart, is a seed pod, Silphium

 The Silphium, a type of fennel, which
seeds are distinctly heart-shaped, but has
been extinct for over two millennium

 It can be seen engraved on the ancient
coins of the city of Cyrene

And for why the seed pod possibly rank itself as
the premiere symbol of love and romance?

Silphium was the main ingredient for the most highly
effective natural birth-control medicine of its time. It
was used as an herbal contraceptive or abortifacient

HEART FOR LOVE
Master
Element

Since the existence of man
the heart-shaped symbol
represents love and
adoration

COLOUR MATTERS

Marketing research indicates that over 80% of visual information is
related to colour

Colour conveys information and provides the user with some other
operational benefit

Psychological Effects
• Symbolism
• Associations

Aesthetic Effects
Functionality • Attractive
• Effective Design

Visual Effects
• Eye-catching
• Legibility

REVIEW PARAMETERS
DYNAMIC & BOLD

MODERN & CONTEMPORARY

LOVE & PASSION AFFINITY

BRANDING

VISUAL APPEAL / ATTRACTIVENESS

Master
Element

Visual Elements Colour

Branding

THE COLOUR PALETTE
Colour

PINK

Pink compliments the variant and on a lager scale avoids a colour text
brain teaser

In general Pink is associated with love and romance

Pink shows a reluctance to grow-up in sexual matters

THE COLOUR PALETTE
Colour

DOTS

Blue is described as a favorite color of both men and women of all ages,
and is the color most preferred by men

The colour of water is perceived to be blue, the water bubbles are
therefore also perceived in the colour of blue, bubbles form the shape
of circles or large dots, this will aid to the functionality of the pack
design

THE COLOUR PALETTE
Colour

RIBS

The elements that the Indian psyche associates to the colour brown is
to wood and earth. Wood are trees. The texture of the barks are
uneven and bumpy, this very much applies to the texture of the
product variant

Men are more apt to say brown is one of their favorite colours

THE COLOUR PALETTE

JASMINE

The colour green reflects nature and naturalness

Even though white is the colour of jasmine, green is very popularly
attached to it, because the colour white is considered to have a weak
visual representation. The alternative is green, hiring the colour of the
peduncle

THE COLOUR PALETTE

XTRA
THIN

The usage of colour red grabs attention and gets people to take action

The colour red is related from passionate love to violence and warfare.
The colour red reflects heat. Condoms when wore are smooth reducing
friction and claimed to eat-up sensation. This product variant allows to
fetch back the lost sensation and heat things between the couple

THE COLOUR PALETTE

XTRA
TIME

TRIPLE
XTRA

The Indian psyche relates the colours black and gold to premium and
luxury, this understanding will be applied to the premium variants

Package 1

DYNAMIC & BOLD



SENSUOUS COLOURS & BRANDING


Package 2

DYNAMIC & BOLD





Package 3

DYNAMIC & BOLD





Package 4

DYNAMIC & BOLD





Package 5

DYNAMIC & BOLD





Package 6

DYNAMIC & BOLD





Touch Points

Bus Stand / Bus
Railway Stations Medical Shops Magazines Television
Panels

Cinema Halls Shopping Malls Roads Restaurants Pubs

Parking lots Trains Airports Tickets/Receipts Subways

Gyms Beauty Saloons Libraries IT parks Supermarkets

Telephone Website Logout
Fuel Stations Elevators Restrooms
Booths Pages

& more…

Click here to open the full story board

BUS STOP SHELTER
“Ghar ja rahe ho…toh ab kya karoge?”

Why go for Radio?

 Untapped medium by condom brands

 Permits to build a personality for the brand
using sound and voices

 Most inexpensive medium for the masses

 High audienceship and rapid expansion

 Higher creative variants

Radio Broadcast and Audienceship in Tamil Nadu

Radio Mirchi
34,18,000

Big FM
7,03,000

Suriyan FM
Hello FM 1,27,54,000
Radio One
23,72,000
3,54,000
Radio City
5,44,000

Aahaa FM
2,33,000

Coverage Chennai Puducherry Coimbature Madurai Triunelveli Tuticorin Trichy

Favorite song khatam toh Ab kya karoge?
 RJ voiceover after a every program
“Program khatam toh ab kya karoge?”

 After time updates, Traffic updates, score updates in radios like
„Now the time is 7o clock…Ab kya karoge?

 Separate program could be created in various FM stations ex:
9.30 – 10.30 pm playing romantic/sexy songs and the program could
be called „Kohinoor time‟/ ‟Kohinoor – Ab kya karoge?‟

 And the same program could be extended for 10mins
and those ten minutes could be named as „Kohinoor
Extra Time‟ to promote our rising star brand!

PRESENTATION KHATAM

What about

Kohinoor - Repositioning Strategy

Recommandé

Recommandé

Contenu connexe

Plus de Swaminathan Subramanian

Plus de Swaminathan Subramanian (9)

Dernier

Dernier (20)

Kohinoor - Repositioning Strategy