Download - Wild Stone Marketrix - Case
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 2010
Product A
Product B
Wild Stone
rest
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)
Event Format
The event would consist of 3 rounds
Round 1
Teams will be required to submit a 5 slide presentation (excluding cover slide) as
their Round 1 submission.
Based on Round 1 submissions, 5 teams will be shortlisted by our Event Partner for
the second round.
Round 2
For this round, the shortlisted team will have to implement a part of their strategy on
social media and try to get the maximum awareness and activity over a period of 5
days
The implemented strategy should be consistent with proposed plan in Round 1.
All the teams will have to present their strategy and results in the 3rd round.
Teams will be provided with certain monetary resources to implement their strategy,
the details of which will be conveyed to the finalists.
Round 3
All the finalist teams would be required to come to campus and present their solutions
to the judges.
Teams are allowed to modify their solution before coming down to campus.
Teams would be given a maximum of 12 minutes to present their solutions.
Rules and Guidelines
The event is open to students from all the B-Schools
There should be 3 members belonging to the same institute in each team. (All the
members need to registered on the website to be able to register for the event)
An individual can be part of only one team
There is no limit to the number of contestants that can participate from a particular
institute
All the teams need to be registered in order to play the first round.
The Organizing team reserves the right to modify the terms and dates of the event
The decision of the judges would be final and binding
Send in your entries to [email protected] with the file name: [Institute
Name]_[Team Name].ppt/pptx by 19th December, 2010 EOD.
Prize money: INR 80,000
For further details, contact:
Ramana Krishnan [email protected] +91 99031 48064
Sanuj Dubey [email protected] +91 98196 99782