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