Background of the company

Wipro Consumer Care and Lighting business includes soaps, toiletries, personal care products, baby care products, wellness products, electrical wire devices, domestic and commercial lighting and modular office furniture. We have a strong brand presence with significant market share in identified segments. In addition, we have a strong presence in the personal care and skin care products market in South-East Asia and Middle-East.

Wipro Consumer Care and Lighting (WCCLG) is today among the top FMCG companies and amongst thefastest growing FMCG companies in India. It has presence in over 40 countries with over 8300 employees worldwide. It has 8 production plants in India and 7 overseas. Besides India, the business has significant presence in Malaysia, Indonesia, Vietnam, China, Taiwan, Hong Kong and Middle East.

Wipro Consumer Care and Lighting organic growth has been led by growth in toilet soaps, domestic and institutional lighting and office furniture. It has gained Global footprint with acquisition of Unza, Yardleyand LD Waxsons. The key brands include – Santoor (a Toilet soap brand with extensions in talcum powder, Handwash, Facewash, Body Lotion, Baby Soap and Shampoo), Chandrika soap, Glucovita Glucose powder, Northwest Switches, Enchanteur (a female toiletry brand), Romano (a male toiletry brand), Bio Essence (a skincare brand) and Yardley (a luxury toiletry brand).

Product background

Wipro Baby Soft - Knows Baby, Understands Mummy

Wipro made its foray into the baby category in the year 1991 with Milk & almonds baby soap as the first in this line. Later feeding bottles were launched. In the year 1998 the Baby Soft logo was launched followed by an expansion in the category with the launch of diapers and Wipro’s range of products for complete baby care.

The responsibilities of a mother aren’t easy. Wipro Baby Soft understands the needs of a mother and offers a complete baby care range of products. The endeavour of Wipro Baby Soft is to give mothers the opportunity to give the best quality products for their babies. The Wipro Baby Soft range includes soaps, powder, baby oil, nappies, diapers, feeding bottles and other accessories. Two soaps to choose from include WBS Saffron & Milk of Almond baby soap and the WBS Tulsi & Almond Oil soap, both designed to ensure healthy, beautiful skin for your little one.

WBS Saffron & Milk of Almond soap is enriched with the goodness of milk of Almonds and Saffron. It nourishes the baby’s skin and keeps it glowing and beautiful. Almond milk is rich in calcium, vitamins A, D & B2. This soap has the right Ph balance, a mild perfume and no added color. All the ingredients make it a gentle soap.

WBS Tulsi and Almond Oil Soap is enriched with the goodness of Tulsi and Almond Oil to keep baby’s skin soft and beautiful. This soap has the right Ph balance and a new stronger baby fragrance. The ingredient of the soap Tulsi has anti-bacterial properties, which prevent the baby from skin infection whereas Olive oil an excellent emollient helps the skin to balance its loss and absorption of moisture. Ayurvedic practice recommends Tulsi in several formulations to enhance immunity and metabolic functions . Almond oil is a great moisturizer suitable for all skin types. Not only does almond oil help protect the surface of the skin, but has great value to act as an emollient, skin soother and softener.

WBS Powder is enriched with olive oil to nourish baby’s skin and keep it soft, smooth and gentle. Wipro Baby Soft powder has got a Gentle Baby perfume and is made as per strict quality standard to keep it safe and gentle for baby. It is made from platelet grade talc, which does not block baby’s pores. The container is specially designed with no edges and both Talc & container are sterilized before packaging. WBS Powder is available in 50g, 100g and 200g SKU’s.

WBS Baby Oil is pure smooth and gentle. A gentle application of Wipro baby soft baby oil stimulates baby’s senses helping her become alert to your touch and feel. Wipro baby Soft Baby oil contains olive oil and Vitamin E that keep your baby’s skin soft and smooth. The belief that olive oil conferred strength and youth is widespread. Wipro Baby soft Baby Oil is packed in Premium PET container and has an easy to use flip top cap- both the container and oil is sterilized before packaging. Wipro Baby soft Baby oil is available in 200 ml, 100ml and 50ml packs.

When identifying the best disposable diapers, many factors come into play: Absorbency, fastener quality, fit, affordability and most importantly, resistance to leaks. We have two variants of Diapers – Cloth Feel Diapers & Dry care Diapers. The diapers are imported from Malaysia. Wipro Baby Soft is known for their nice fit and very high quality.

WBS Diapers have a unique Super Gel absorbent system which quickly draws moisture deep into the diaper. It keeps the baby’s skin dry & comfortable. The soft feeling- cotton touch inner cover has been specially designed for baby’s sensitive skin. Properly combined fluff and anti bacterial absorbents allow maximum protection against stuffiness & rash. WBS diapers are contoured and elasticized for a snug, comfortable and leak proof fit for your child. The unique baby shape and design makes them easy to use. Stretchy waist and legs hold it all snugly yet softly and contain everything very well. The wings can overlap to fit even thin babies, or adjust them wide for chubby babies. Wipro Baby Soft Diapers are best when it comes to Leak guards, dryness and fastener quality. WBS diapers come in four sizes viz. Small,

Medium, Large & Extra Large to fit newborns and babies up to eighteen pounds. Complete range is available in pack of 2s,6s, 12s, 28s & 48s to suit the usage needs.

Wipro Babysoft Nappies are Imported from the best manufacturing unit in China. Improved quality and Super Absorbent Polymer, which is available in Diapers, keeps your baby’s skin dry and free from rashes. Wipro Baby Soft Nappies come with an improved stick on tape.

Wipro Babysoft Feeding bottles and accessories are made from the best food grade polycarbonate and polypropylene materials. Print on Bottle is from Non-Toxic inks. WBS feeding bottles come with a strainer cup which prevents the nipple hole from getting clogged by cream or solid particles. Liquid silicon nipple with Anti colic properties prevents the baby from swallowing any air along with the feed.

MAJOR COMPETITORS:

The Company competes with Unilever, Proctor and Gamble, Johnson & Johnson, Japanese Baby, and HUL .

Johnson & Johnson is a U.S multinational medical devices, pharmaceutical and consumer packaged goods manufacturer founded in 1886. Its common stock is a component of the Dow Jones Industrial Average and the company is listed among the Fortune 500.

It has divided its product range Into following categories:

Baby sikn care

Bathtime

Bedtime

Natural

Proctor and gamble:

In the category of health and care in the babies segment P &G introduced PAMPERS.

PAMPERS:

For more than 40 years, Pampers has been helping to improve life for babies, toddlers, and parents who care for them through a complete line of diapers, training pants, and wipes designed for every stage of baby’s development. As many of the researchers at Pampers are parents themselves, they take great care in developing products that benefit both mom and baby , and are committed to making a difference in babies’ lives

HINDUSTAN UNILIVER:

Hindustan Unilever Limited (HUL) is India's largest Fast Moving Consumer Goods Company with a heritage of over 75 years in India and touches the lives of two out of three Indians.

HUL works to create a better future every day and helps people feel good, look good and get more out of life with brands and services that are good for them and good for others.

With over 35 brands spanning 20 distinct categories such as soaps, detergents, shampoos, skin care, toothpastes, deodorants, cosmetics, tea, coffee, packaged foods, ice cream, and water purifiers, the Company is a part of the everyday life of millions of consumers across India.

Huggies :

It is a brand introduced by HUL in the baby segment

The products available in this sement are :

Huggies total protection:Baby’s skin is very soft and tender so it is important that it receives the right kind of care. Just keeping the bottom dry is not good enough. For a healthier bottom, the skin has to be dry and fresh.

Huggies dry: Huggies® Dry diapers keeps your baby's skin drier and healthier with an Airfresh cover, double leak barriers and the trusted leakage protection of the quick lock system.

Huggies wonder pants: New Huggies® Wonder-Pants is the softest^ diaper pant! Your baby's skin is delicate and that's why it needs extra care. Ordinary diaper-pants keep your baby dry but they may not be gentle on your baby's fragile skin!

Huggies newborn : 9 Months of being cozy in mummy's womb shouldn't change with newborn diaper.

Huggies wipes : Baby's skin is very soft and tender so it is important that it receives the right kind of care. Just keeping the bottom dry is not good enough. For a healthy bottom, the skin has to be dry and fresh.

UNICHARM CORPORATION

It is a Japan-based company mainly engaged in the manufacture and sale of baby care products, feminine care products and pet care products. The Company operates in three business segments. The Personal Care segment provides baby care related products, such as paper diapers; feminine care related products, such as sanitary items, as well as healthcare related products, including incontinence articles for adults and powder puffs. The Pet Care segment provides pet food products and pet toiletry products. The Others segment is engaged in the gravure printing, processing and sales business, as well as financial business. As of March 31, 2012, the Company owned 40 consolidated subsidiaries and two associated companies.

Mamy poko pants :

New parents spend a lot of time diaper changing. It is another way mothers bond and show their love towards their newborn or child. Diaper changing might seem complicated at first but with a little practice, you'll find that keeping your baby comfortable and happy is easy.

With MamyPoko’s products, diapering has never been easier for both parents and child. MamyPoko provides the best products that care for every stage of a baby’s growth. From newborns and sizes that cater for S, M, L, XL, XXL and XXXL, our products give you all the protection and comfort for your growing baby to spend more time having fun and learning new things while maintaining comfort all the time.

It is Unicharm’s mission and promise to strive for excellence

MARKET SHARE :

Baby soft wipro has got wide range of baby care products . Each product has got different market share with respect to its competitors:

BABY DIAPERS:

The baby diaper market is a Rs 630-crore market, growing at 28 per cent per annum. The key players

are P&G’s Pampers with a share of 56 per cent, followed by Huggies from the Hindustan Unilever and

Kimberly Clarke stable (the two have a joint venture which produces the brand) at 32 per cent, and

Mamy Poko Pants from Japanese baby and feminine care major, Unicharm, with a share of seven per

cent, respectively. Wipro is fourth with a share of under five per cent.

While the baby diaper market has steadily grown, its penetration remains small at 14 per cent in urban

India and one per cent in rural India. 

5632

75

market share(%)

P & G (pampers)Hindustan Unilever (Huggies)Unicharm (Mamy poko pants )WIPRO (Baby Soft)

Pampers : A key factor that could be driving conversions to diapers is the lowest price of Rs 10 offered by Procter & Gamble India . "Pampers has more than majority share of the baby diaper market across India, including rural India, and has also been growing value share consistently. This is a clear indication that rural consumers are choosing to buy branded diapers for their babies," said a P&G spokesperson.

Baby hair oil :Johnson & Johnson® baby hair oil is the first hair oil to contain Pro-Vitamin B5. Its skin conditioningproperties helps prevent flaking of soft skin from baby's scalp. The Pro-Vitamin B-5 nourishes hair roots andstrengthens the hair.

Johnson and Johnson's baby oil, which has a 34%market share, is the frontrunner in the segment

This oil is good and non-sticky. Its smell is also good. There is no sideeffects by using this oil.Babies also did not get any irritation or allergy with this product.People quite comfortable with the product.Gentle massage on baby’s scalp withthis oil not only relaxes the baby but also helps in hair growth. It is available in themarket as 50ml and 200ml bottles.But it costs a bit high when compared to the ordinarycoconut oil.They say that this oil is enriched with Pro-vitamin B5 that helps in nourishingthe roots causing healthy hair.This is made in India

13

80

7

Market Share(%)

Wipro baby softJ & JOthers

Baby powder

Comperative study of companies in baby care sector on the basis of 4 P’s