Toilate Soaps

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)


3/50

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


6/50

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


9/50

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


10/50

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


11/50

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


12/50

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%



15/50

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


16/50

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


20/50

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


21/50

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)


22/50

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



23/50

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


24/50

Lifebouy International Plus

Functional benefit: Protects from germs which

cause body odour

Em

otional benefit: Social confidence Volume: 1.3%

Value: 1.4%




25/50

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%




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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.



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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


30/50

Nirma Beauty

Functional benefit: Soft, beautiful skin

Emotional benefit: Beauty Volume: 6.5%

Value: 4.6%



31/50

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


48/50


49/50

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


50/50

Documents

Toilate Soaps