Beruflich Dokumente
Kultur Dokumente
IIM Calcutta
CASE OVERVIEW
CATEGORY UNDERSTANDING
METHODOLOGY
STRATEGY
27,353.30
24,480.80
21,833.70
19,292.50
OPERATION ENGAGE-Uno
15,043.90
11,153.00
2011
Research
2012
Engage ,
8.1%
Park Avenue ,
7.7%
2013
2014
Axe , 6.9%
Wild Stone ,
6.9%
Fogg , 12.5%
2015
Suggested
Category
Extensions
Expected CAGR
next 5 years ~12%
Analysis of
Campaign
Stage 2
Stage 3
Market Leader at
12.5% Market share
Engage Currently
at 8.1% Market Share
Strategy
Stage 1
2016
Measurement of
Brand Equity of
ENGAGE
Intro
Conceptualized
scheme for
driving relevance
PATH TO PURCHASE
Bottle shape
22
Friends' suggestions
44
Fragrance
59
Product (Antiperspirant,
Would you
Recommend a
Deodorant to your friend? 48%
51
Brands
55
Advertisements
52%
32
Price
Plan
42
Yes
No
Intro
3% 8%
Feedback
Location
50%
Modern Retail
Strategy
General retail
Stage 1
39%
Non alcoholic
36
Less gas
36
Skin Whitening
Stage 2
Evaluation
28
Purchase
58
Consumption
52
58
1-2 months
10%
41%
39%
Stage 3
9
19
33
5
1
to
have
high
Intro
Strategy
Stage 1
Stage 2
Stage 3
FORMULATION OF STRATEGY
Operation ENGAGE-Uno
STAGE 1
STAGE 3
STAGE 2
Q315-Q415
Q116-Q216
Driving Relevance
Energized Differentiation
Category Extension
Intro
Strategy
Stage 1
Stage 2
Stage 3
4,307.7
1,597.2
2,710.0
15.94
Mobile Marketing
Create ENGAGEr- a Mobile application
Include a chemistry quotient calculator extension
App will have a tips section for FAQs on dates and
other tricky couple situations
Also advices as to which Engage deodorant is suited
for the couple
QR codes provided on deodorants scanned for
installing this app
315,315
5,057
103
320,475
Increased visibility
480,713
Conversions
144,214
576,856
Social
Media
Campaigns
Start #ENGAGEngPyaar
campaign on social media
Allows users to post
proposals & related stories
Medium of expression
Run Best video/Post contest
with exciting prizes
Boosts Engage trials & drives
visibility in target segment
Intro
Strategy
Digital
Marketing
Stage 1
E-mails
Stage 2
Stage 3
Targeted emails to be
sent to consumers whose
email id can be collected
from Engage Spots as
well as from Facebook
and Engage Apps
Radio
Shows
ENGAGE
Spots
Events
and PR
Partner with TV
shows which
focus on couples
and playful
chemistry
Reality shows like
MTV Splitsvilla
and Dance should
be preferred
TV Shows
Sponsor a show on
love and romance
Platform for couples
to express their love
Theme of the show
Pyaar Dikhane wali
cheez hai
Intro
Strategy
16,566,064
16%
2,650,570
Events
183
549
3,660,000
219,600
878,400
50,000,000
30,000,000
12,673,600
8,534,720
1,706,944
6,827,776
Stage 1
Stage 2
Stage 3
16-28 Age
Group
Outgoing
Romantic
Perspirer
dance,
biking,
trekking,
sport
Pricing
Premium between 170-200
Intro
Strategy
Urban
Activations
Population between 16-28
Customers belonging to SEC A
Penetration into Customer base
New Users (at 30% conversion)
Annual Consumption (@
4/year)
300,000,000
3,000,000
80%
720,000
2,880,000
Stage 1
Stage 2
Stage 3
Advertising
Sports channels & dance programmes
celebrating couples in dance, sports & music
by videos released through social media
Passionate
about work
Playful
Striver
Pricing
Premium between 200-240
Intro
Strategy
Activations
Urban
284,008,819
2,840,088
80%
Stage 1
Stage 2
Stage 3
Advertising
Through newspapers and magazines
681,621
2,726,485
Leverage
existing
Brand
Analyze the
Brand Fit
Category
Extension
Decision
Perfumes
Skin Care
Talcum Powder
*Source:
Euro monitor Reports
http://www.beauteespace.net/Public/News.aspx?id=847
Intro
Strategy
Stage 1
Stage 2
Stage 3
THANK YOU
Engage Spot
Login Screen
Couple Screen
Single Screen
Engage
Segmentation
Demographic
Psychographic
Targeting
Age group 18-26
Either in a relationship or looking forward to one
Positioning
For people who want to get involved in a playful chemistry with their partner