Wild Stone

Presents

MARKETRIX

Round 1 case

MARKET OVERVIEW

The deodorant market stands at a net value of INR 804 crore. The urban markets accounts for 94% of this share. It is the most crowded category in retail with a huge grey market. There are around 15 media active brands with new brands entering into the market every month. The average retailer has 300 cans of deodorants on a shelf. Over the past few years the male grooming market has been expanding at a rate of 12% CAGR. Particularly the Deodorant segment is growing at approx 42% in value and 37% in volume. The 6 major metros (Mumbai, Delhi, Kolkata, Chennai, Bengaluru, and Hyderabad) contribute 36% to the overall deodorant sales.

Wild Stone

Wild Stone has become one amongst the top three brands in the Indian deodorant market within three years of its launch. It has a national market share of 7.4% in spite of near absence in south India which contributes 35% to category consumption. Wild Stone is the number one brand in Chattisgarh. It has also jumped within the top-3 bracket in all other states.

Competitors

An FMCG major led the deodorant market in 2010 with a 52% share of total value sales. The company has two major brands. It also saw the largest increase in value share in 2010 due to its popular Dark Temptation, a unique chocolate based flavor launch. The brand had its own dedicated website where users could explore the product further. Apart from the FMCG major, the market has a large number of much smaller players jostling for space 24%10%8%58%Market Share 2010Product AProduct BWild Stonerest

POSITIONING

Wildstone

Wildstone?s vision is to become the most admired grooming and lifestyle brand in the country. Their products are targeted at the uber-masculine male "who loves living life on the edge". They started off by projecting a very naughty image for the brand and created quite a stir with their controversial ads. The tagline for the brand was "Wild by Nature". Over time, they made subtle changes in the positioning of the brand keeping the core brand values intact. They moved on to the "Barely Legal" campaign which was more subtle and had sexual undertones. Of late, they have repositioned themselves with the launch of a new variant "Wildstone Aqua" and have adopted the tagline "It Happens". The brand anchor is "Dangerous Liaisons" and the brand destination is to become "The iconic Indian Male Fantasy brand that owns the space of Indian sensuality".

Market Leader

The market leader chose to target young men and has constantly projected the „naughty? image in its campaigns – showing young and self assured users being seduced by females. Coupled with this, their constant innovations and launch of new variants have helped catapult them to the Number One spot in the market. They were the category creators in the market and as a consequence, they have many clones (in terms of packaging and communications).

TASK

As a marketing consultant, you have to utilise the vast potential offered by the internet to create an ambitious, innovative, and cost effective online marketing strategy for Wild Stone. Analysing competitor activities could give you a good platform to start. The short term strategy and long term (2 years) should encompass the entire online domain. Also provide an estimate of the budget within which you propose to implement the strategy along with the expected ROI for the same.

Your team will be judged on the following criterion –

? Creativity

? Research

? Feasibility

? Breadth and depth of strategy suggested

? Impact on brand perception

? Financials (ROI and Budget)