FINAL REPORT PDF

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A PROJECT REPORT ON

“ UNDERSTANDING RETAIL LANDSCAPE OF DEODORANT IN INDIA

ON THE PERSPECTIVE OF WIPRO CONSUMER CARE “

AND

“ UNDERSTANDING NIELSEN STORE OBSERVATION ON THE

PERSPECTIVE OF USL+ DIAGEO "

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“ Understanding Retail Landscape of Deodorant Market in India on the

perspective of Wipro consumer care” & Nielsen Store Observation

A Project Report Submitted in partial fullfillment of the requirement for the award

Of

Post Graduate Diploma in Business Management

at

Bangalore, Karnataka

Submitted by :

Sushant Puri

Roll no : 163

PGDBM , Batch 21

Under the Guidance of

Mr. Yogesh Dwivedi

Senior Manager : RMS Client service,

Submitted on 21st July 2016

Xavier Institue of Management & Enterpreneurship

Electronic City- Phase II , Bangalore – 560100

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Acknowledgement

I would like to thank our President , Prof. J. Philip for initiating the summer Internship Program in

XIME that gives the opportunity to work with reputed multinationals to get a new outlook into the

industry . I would also like to thank our Director & Prof . C.P .Ravindranathan for guiding us

throughout the Internship process on how to learn maximum in these 2 months.

I would then like to thank my mentor at Nielsen India Pvt Ltd , Bangalore Mr. yogesh Dwivedi, Senior

Manager client solutions & Sales Effectiveness at Nielsen India for showing me the path ahead at every

point of the project thereby making sure that at the end of the duration of the two months I have a proper

understanding of the work that I had been doing. The entire internship program was was designed in

such a way that we get a cross functional exposure along with specific domain knowledge.

This project would not have been possible without my faculty guide and mentor at XIME

Bangalore Dr . Meena .Rani , who made sure that this summer Internship project would be a complete

learning experience and gave her valuable insights and input during the course of project and report

preparation .

The entire team at Niesen , helped me to complete this Internship Program successfully.

The support , motivation, guidance and the freedom to express own viewpoint were the best part of

working at Nielsen India pvt ltd . I would specially acknowldege the contribution of Mr. Subhramayam

Associate Director Sales Effectiveness , Nielsen India ltd for helping with vital inputs and sharing their

knowledge with me in course of the two months with Nielsen India Pvt Ltd .

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Table of contents

Sr.no Description Page no

PART1 1. List of tables 5

2. Facts/ names of brands and manufactures used 6

3. Executive summary 7

4. Objective 10

5. Research methodology 10

6. Recommendations and conclusions 12

PART2

1. Introduction 14

2. History and Development of Deodoarants 15

3. Types of Deodoarants 15

4. Top 10 Brands Market share 2015 ALL INDIA (U+R) 16

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List of tables

1. All India (U+R) 2015 23 States Contribution from North zone

2015

2. All India (U+R) 2014 24 States Contribution from South zone

3 All India Urban 2015 25 States Contribution from East zone

4 All india Urban 2014 26 States Contribution from West zone

5 All india Rural 2015 27 Wipro consumer care All India (U+R)

2015

6 All india Rural 2014 28 Wipro consumer care All India (U+R)

2014

7 North zone Urban 2015 29 North zone urban 2015

(Wipro consumer care VS Competitors)

8 North zone Urban 2014 30 North zone Rural 2015

(Wipro consumer care VS Competitors)

9 North zone Rural 2015 31 South zone Urban , South zone Rural

2015

10 North zone Rural 2014 32 East zone Urban , East zone Rural

2015

11 South zone Urban 2015 33 West zone Urban , West Zone Rural

2015

12 South zone Urban 2014 34 Top brands in 150 ml category All India

(U+R) 2015

13 South zone Rural 2015 35 Basepack size performance All India

(U+R) 2015

14 South zone Rural 2014 36 Wipro Basepack size Performance All

India (U+R) 2015

15 East zone Urban 2015 37 Promotion performnace by top brands

Quarterly 2015

16 East zone Urban 2014

17 East zone Rural 2015

18 East zone Rural 2014

19 west zone Urban 2015

20 West zone Urban 2014

21 West zone Rural 2015

22 West zone Rural 2014

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Facts / Name of manufacturers and Brands used in the project

Val in crs Sales in terms of value

MS VAL % Market share in terms of value by percentage

% chg in VAL Represents growth in terms of value

Vol in tons It represents consumption or real sales in terms of sales volume

MS VOL It represents market share in terms of volume

% Chg in vol Represents growth in terms of volume

Dealers in 000‟s It represents the presence of a particular brand in dealers or store .

(U+R) It represents urban plus rural market combined together

s.no Manufacturers Brands 1 VINI COSMETICS PVT LTD FOGG

2 HINDUSTAN UNILEVER LIMITED AXE

3 I T C ENGAGE

4 J K HELENE CURTIS PARK AVENUE

5 MCNROE CONSUMER PRODUCTS P LTD WILDSTONE

6 WIPRO CONS PRODS YARDLEY,SANTOOR

7 NIVEA INDIA NIVEA

8 MARICO INDS SET WET

9 T T K HEALTH CARE EVA

10 ADJAVIS VENTURE LTD

LAYERS SHOT , LAYERS

WOTTAGIRL

11 VANESA CARE PVT LTD DENVER,ENVY

12 J K ANSELL KAMASUTRA

13 MANKIND ADDICTION,MANKIND

14 CAVINKARE JOVAN MUSK

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EXECUTIVE SUMMARY

INDUSTRY PROFILE

This report provides information about Indian fragrance industry divided into three segments

Deodorant, Perfume, Cologne and specifically to understand Deodorant market in India. India is

expected to be the growing market for deodorant category over 2014-2016 Fragrance industry's

rapid growth is attributed primarily to the advent of functional products with characteristics such

as perfumes and deodorants. India fragrance industry is valued at INR 2910.8 crores in India and

growing at 6.8%. While deodorant is valued at 2,246 crores in India and growing at 5.9 % and

cologne is valued at 7.7 crores and having a negative growth rate as compared to other two

segments. Out of total fragrance category no of users men are 56.7% and women are 20.4 % and

rest is unisexual. Due to rising personal care, brand awareness, increasing disposable income,

growing demand in middle class people and affordable price of fragrance in the form of mass

perfumes and deodorants. This category is going to grow further more in future.

Urban market is a major market for the fragrance category in 2015 All India urban market the

fragrance category is valued at 2,516.5 crores in India and growing at 6.6 % and deodorant is

valued at 1,999.9 and growing at 5.9 % cologne is valued at 7.7 crores and growing at negative

growth rate while perfume is adding 509.1 crores and growing at 9.3 %.

In all India rural market fragrance category is valued at 394.3 crores and growing at 8.2 % in

terms of value and deodorant is value at 246.5 crores growing at 5.9% while perfume is valued at

147.6 % and cologne is the least with 0.2 cores with a negative growth rate so it‟s clear that

major contribution is coming from urban market .

According to Nielsen, there are more than 500 deodorant brands in India trying to woo the

consumer. Deodorant is the largest category in the male grooming space. The number of sub-

brands and variants is 986 as of April 2014, with more than 100 new launches or re-launches

over the past year,

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Key Trends

The urban youth is increasingly looking for grooming choices and deodorants are

becoming an integral lifestyle product.

Currently, sales of larger-sized aerosol cans for deodorant sprays in India, such as 101-

300ml is in demand and is growing in current market.

Evolving consumer preferences, lifestyle changes are some of the factors for pushing

manufacturers to come up with a new product and brand innovation like FOGG.

Deodorant is mostly present in urban market but slowly its penetrating urban market in

India.

As the category is driven by impulse buying behavior and has low brand

loyalty, manufacturers are launching variants based on fragrances to remain

strong.

Growth drivers

Larger can size of aerosol say 100 -300 Ml are growing in India for the category of

deodorant.

As the category is driven by impulse buying behavior and has low brand loyalty,

manufacturers are launching variants based on fragrances to remain strong.

Users buying multiple brands or variants for different occasions also drove growth in this

category.

Through offering lower price points, the use of smaller pack sizes can help increase the

sales.

Introduction of new form like no gas only spray of Vini cosmetics is also driving

manufacturers to innovate on their products.

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Competitive landscape

Vini Cosmetics(FOGG) held a 18.8 % value share in deodorants and overtook Hindustan

Unilever ,AXE (9.25) to gain the leading positioning 2014-2015 as well .The Fogg deodorant

pump by Vini Cosmetics claims to deliver 800-1,000 sprays per can, along with long lasting

fragrance.

Market leader Vini Cosmetics' Fogg held 18.8 %, while Hindustan Unilever's Axe (9.2%) remain

in second position and ITC (Engage with 8.7%) remains at third while other manufacturers like

JK Helene & Curtis with its brand park avenue with a market share of 7.7 % is in fourth position

and little known McEnroe with its brand wild stone with a market share of 7.4 % and in the fifth

position. these are top 5 brands and manufacturer for the year 2015.

COMPETITORS PERFORMANCE TABLE ON DEODORANT SEGMENT

Volume in Tons MS Vol Growth in %

vol

Dealers in

'000s

Avg Price /

Unit

FRAGRANCE - DEODORANT 17,586.1 88.0 -2.6 1,267.8 172.5

VINI COSMETICS PVT LTD 2,509.9 12.6 2.8 568.7 202.7

HINDUSTAN UNILEVER LIMITED 1,533.5 7.7 -16.8 462.8 173.9

I T C 1,786.2 8.9 16.4 286.0 184.0

J K HELENE CURTIS 1,303.1 6.5 1.0 339.1 173.5

MCNROE 1,280.7 6.4 -15.9 389.7 180.4

WIPRO CONSUMER PRODUCTS 689.0 3.4 -14.7 176.4 165.7

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Objectives

The main objective for this study to understand the scope where Wipro can grow and

Invest so to increase his sales and compete in the market.

What is the market size of Deodorants in India?

Which deodorant formats are seeing most dynamic growth?

What are the key trends in product development

What is the market share, growth, sales and distribution of major players in the market?

What is the scope of Wipro consumer product to increase sales?

Research Methodology

Primary and Secondary data collection methods were used for the project. The details of s

of the companies were obtained through previous sales data and from primary data from

Nielsen. Since there was no other source of information for the company to estimate the

details mentioned in the objectives, a Primary method of survey is the only possible way.

Total fragrance category is further divided into three different segments i.e. Deodorant,

Perfume, Cologne and then specifically focusing on the deodorant market who are the top

manufacturers there market share their consumption and growth to better understand the

market and its characteristics. Then moving to a main client Wipro consumer care and

how they are currently performing in the market & their market share, growth against the

competitor‟s.

By dividing the All India market to Urban and Rural market to get better idea how

category is performing in these two markets.

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Then further dividing the market in zones so to get a better idea about in which zone

growth is more consumption is more.

Then further drilling down the market to see from which zones which are the major states

or cities are contributing so to get where the scope of placing the product is.

After getting the idea about how category is doing in the market. Then moving on to

Wipro consumer care and check what are the major competitors for Wipro and in which

market Wipro is doing well in which zone Wipro has more consumption and looking for

the scope so that Wipro can increase its sales and compete in the market .

Further study leads to understand the facts like no of users and variants of brands and

availability of different sku and there growth different types of fragrance they provide.

Understand the type of promotion top brands use to increase the sales and market share.

Next part is to understand store observation how it can be useful for clients to increase

their market share , growth

Understanding the different facts and parameter used for store observation going for the

field visit and having insights from in live store observation Using SODA software.

Using those findings to generate reports for clients to give them idea about real time

performance of their product and brands.

RECOMMENDATIONS AND CONCLUSIONS

Results

Because of the continuous negative growth in the year 2014 & 15 Wipro is pulling down

the deodorant segment.

Wipro is present in only 150 ml segment which is having a negative growth rate in

2015& 2014 as well.

They don‟t have any special promotion they are using regular promotion only.

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Wipro major brands has only women segment both in Yardley and Santoor, they don‟t

have any other variant. Lavender, sandal, rose are main fragrance but again sku from this

fragrance are very less in terms of market share and value in crs.

Major competitor for Wipro is TTK (EVA) having a low price and variety in brands for

women category.

Wipro is doing well specially in south zone urban with his competitor so they should

focus more on other zones.

Majorly because of ITC, VINI the category is growing they are pushing the segments of

(122,135,165ml) in both rural and urban.

Major brands for 122 ml category is Hul (Axe), VINI (Fogg), ITC (Engage)

RECOMMENDATIONS

What Wipro can do is to launch a new Product & sku in a category of 122,135,165 which

are having a higher growth rate.

Apart from that they can launch different variants of fragrance for men and women

category with the base pack size of 122, 165 ml category.

With the base pack size of these category they can focus on rural market also where there

competitors are doing well.

They can focus and work on promotion type like value promotion to increase their sales.

Top brands like ITC, HUL are pushing value promotion to increase their sales.

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PART - II

MAIN REPORT

AND

DATA ANALYSIS

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Introduction of deodorant

A deodorant is an important personal product that guards against excessive sweating and odor.

Deodorants are a vital product during summer months. They come in different fragrances and forms. There are

expensive designer brands all the way through to relatively unknown „on sale‟ Deodorants; there are so many to

choose from all doing one thing for you: preventing body odor and reducing excessive perspiration.

Most deodorants come in basic forms such as sticks, roll-ons, and sprays. It depends on you as to which one would

best suit you. Sticks are made of fats that are converted in to a block and placed directly on the underarm. Roll-on

are liquid-type deodorants that are applied to the specific area with the use of a device called rolling applicator.

Sprays on the other hand, are vaporized deodorants in a pressurized container that are released with the use of an

accelerant. One should be aware that some deodorants, especially roll-ons, will stain clothes so allow a few

minutes for it to dry before wearing any clothing that will come into contact with the deodorant. Almost

all commercial deodorants in the market are alcohol-based.

The alcohol serves as an antibacterial agent to eliminate odor causing bacteria. Deodorants may contain

chemicals like triclosan to increase its antibacterial powers. Most men‟s deodorants also contain anti-per

spirant ingredients like aluminum. This chemical is responsible for reducing excessive perspiration by clogging the

pores of your skin. It might also contain fragrance oils to hide foul odor. A recent study indicated

that aluminum found in most deodorants can cause serious skin problems like dermatitis and trigger

skin allergies. There are some health groups that accused aluminum, a main ingredient in deodorants, as a

hazardous chemical that causes diseases like breast cancer, renal dysfunction and Alzheimer‟s. These studies have

remained inconclusive and health authorities continue to allow the chemical to be used in deodorants. Most people

pick a deodorant based on their budget. It is recommended that you pick one that would work for you. Always

keep in mind that deodorant only helps you stop body odor, good personal hygiene practices in keeping yourself

fresh and clean will also stop the body odor

Antiperspirants:

The antiperspirant/deodorant market has been a low-profile category, never generating the same

excitement in terms of product entries and market battles such as what shampoos have. However,

recently with the growing number male concerning about their grooming and how they look,

deodorant market has increase reasonably.

http://deodorantsformen.com/

http://deodorantsformen.com/mens-deodorant-and-antiperspirant-read-the-label/



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There are two principle deodorant products work:

Antiperspirant: reduce perspiration in a way to gecilkan pores of the skin. Materials commonly

used are Aluminum Chlorohydrate (ACH) on a roll on and Aluminum Zirconium

Tetrachlorohydrex Gly in powder stick.

Deodorant: reducing body odor by: Reducing the growth of bacteria that cause body odor. Anti-

bacterial formula which is very effective to reduce body odor is o-Cymen-5-OL and Triclosan

TYPES OF DEODORANT

Deodorant Stick:

Deodorant sticks generally contain sodium stearate as a thickening / gelling agent. In addition it

contains an antimicrobial agent, humectant, and perfumes. Sometimes also added emollients to

provide a smooth taste and improve kelinciran. There are two category stick that stick -based

ethanol and propylene glycol based sticks. Stick-based ethanol used when manufacturers want

deodorant gives a cold sensation in the consumer. Deodorant transparent polyol obtained by the

addition of large quantities. Clarifying agent for deodorant sticks include PPG-14 butyl ether,

Cocamide DEA, lauramide DEA, and Steareth- 100.

Deodorant Aerosol:

Deodorant aerosol spray products containing an antimicrobial solution in the carrier ethanol and

or propylene glycol with a special propellant for aerosol deodorant, deodorant spray provides dry

taste in the armpit as formulated anhydrous. The parameters that must be optimized in designing

products in order to obtain deodorant aerosol deodorant products are dried, among others:

spray rate

particle size

pressure aerosol cans

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Top ten brands (Market share) 2015 (All INDIA U+R)

1. VINI COSMETICS PVT LTD (FOGG)

2. HINDUSTAN UNILEVER LIMITED(AXE)

3. I T C(ENGAGE)

4. J K HELENE CURTIS(PARK AVENUE)

5. MCNROE CONSUMER PRODUCTS P LTD(WILD STONE)

6. T T K HEALTH CARE(EVA)

7. NIVEA INDIA(NIVEA)

8. VANESA CARE PVT LTD(VANESSA)

9. ADJAVIS VENTURE LTD(LAYERS )

10. WIPRO CONS PRODS(SANTOOR , YARDLEY )

18.8

9.2

8.7 7.7

7.4

6.8

4.5

4.4

4.3 3.5 VINI COSMETICS PVT LTD

HINDUSTAN UNILEVER

LIMITED

I T C

J K HELENE CURTIS

MCNROE CONSUMER

PRODUCTS P LTD

T T K HEALTH CARE

NIVEA INDIA

VANESA CARE PVT LTD

ADJAVIS VENTURE LTD

WIPRO CONS PRODS

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ALL INDIA URBAN (2015)

In all India urban market fragrance category is valued at 2,516.5 crores in India and

growing at 6.6% in terms of Val but declining in terms of growth in vol.

Deodorant is adding 1,999.9 crores in this market and growing with a positive rate of

5.9%.

Category is driven by perfume segment if you see the growth rate of perfume which is

more than that at which over all categories is growing.

Deodorant category is driven by ITC having a positive growth rate of 29.3 % & 15.3 in

terms of Val and vol.

Wipro is driving the category down with the negative growth rate in both val and vol

79.9 79.5

19.7 20.2

0.4 0.3

YEC14 YEC15

Market share value in terms of %

Cologne

Perfume

Deodorant

YEC15

Value in Rs.

Crs MS Val% % Chg. Val Vol in tons MS VOL % Chg. Vol

Dealers in

'000s

FRAGRANCE 2,516.5 100.0 6.6 17,570.8 100.0 -2.9 1,020.9

DEODORANT 1,999.9 79.5 5.9 15,712.5 89.4 -3.8 824.6

PERFUME 509.1 20.2 9.3 1,791.0 10.2 6.7 680.0

COLOGNE 7.6 0.3 -9.8 67.3 0.4 -18.9 42.7

TOP COMPANIES

VINI COSMETICS PVT LTD 353.4 14.0 8.3 2,085.9 11.9 3.0 390.4

HINDUSTAN UNILEVER LIMITED 186.0 7.4 0.4 1,381.4 7.9 -16.6 327.2

I T C 184.0 7.3 29.3 1,679.1 9.6 15.3 223.8

J K HELENE CURTIS 155.7 6.2 7.8 1,187.1 6.8 1.7 252.0

NIVEA INDIA 147.7 5.9 20.2 1,175.5 6.7 7.1 188.0

WIPRO CONS PRODS 72.2 2.9 -10.8 640.9 3.6 -14.4 138.6

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ALL INDIA URBAN (2014)

In all India urban market 2014 the fragrance category is valued at 2.361.6 crores in India

and growing at 7.3 % in terms of Val and having a negative growth rate in terms of vol.

Deodorant is contributing 1,887.6 crores and growing at 8.6 % in terms of Val and

negative growth rate of -0.9 in terms of vol and gaining the market share of 79.9 %.

Growth rate in terms of Val of deodorant is higher than the fragrance category so it is

driven by deodorant segment with a growth rate of 8.6%

.

Vini is market leader having a major market share and valued at 326.3 crores out of total

category having a growth rate of 13.8 % and 11.2 % both in terms of Val and vol and

hence driving the deodorant category .

Wipro having a negative growth rate both in Val and vol driving the category down with

a market share of 3.4% and valued at 80.9 crores.

Vini is present more as compared to other brands in dealers in thousands vini is 384.2 and

Wipro is very less as compared to Vini.

YEC14 Value in Rs. Crs MS Val% % Chg Val

Vol in

Tons MS Vol

% Chg.

Vol

Dealers

in '000s

FRAGRANCE 2,361.6 100.0 7.3 18,087.9 100.0 -1.0 1,021.4

DEODORANT 1,887.6 79.9 8.6 16,326.2 90.3 -0.9 849.2

PERFUME 465.6 19.7 2.4 1.678.7 9.3 -1.5 655.6

COLOGNE 8.4 0.4 -5.7 83.0 0.5 -12.4 41.9

TOP COMPANIES

VINI COSMETICS PVT LTD 326.3 13.8 51.5 2,024.7 11.2 38.1 384.2

HINDUSTAN UNILEVER

LIMITED 185.2 7.8 -20.1 1,656.9 9.2 -30.3 349.4

MCNROE CONSUMER

PRODUCTS P LTD 149.0 6.3 6.3 1,301.9 7.2 -0.3 298.5

J K HELENE CURTIS 144.5 6.1 5.8 1,167.5 6.5 2.0 246.0

I T C 142.3 6.0 235.5 1,456.8 8.1 225.4 213.3

WIPRO CONS PRODS 80.9 3.4 -9.9 749.0 4.1 -10.9 148.7

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ALL INDIA RURAL 2015

From the above table you can get the idea how category and segments are performing in

rural markets as compared to urban market.

As compared to urban market category is valued at 394.3 crores in India which is very

less as compared to urban market.

The category is growing with 8.2% in terms of val and in vol it is growing with a

negative growth rate of -0.3%.

Deodorant is valued at 246.5 having a market share of 62.5 and growing with 5.9 % in

terms of value while in terms of volume its declining with -3.0%.

Perfume is valued at 147.6 having a market share of 37.4 with a growth rate of 12.3%

which is more than the growth rate of category so the perfume segment is driving the

fragrance category in this market .in terms of growth in vol perfume is growing with

positive growth rate of 10.5 %. Vini is again leading on rural market with a market share

of 17.6 and growth rate of 6.4 % & 1.8% in terms of both value and volume.

YEC15 Value in Rs. Crs MS Val%

% Chg.

Val Vol in Tons MS Vol

% Chg.

Vol

Dealers in

'000s

FRAGRANCE 394.3 100.0 8.2 2,415.1 100.0 -0.3 821.5

DEODORANT 246.5 62.5 5.9 1,873.7 77.6 -3.0 443.2

PERFUME 147.6 37.4 12.3 540.1 22.4 10.5 662.2

COLOGNE 0.2 0.0 4.1 1.3 0.1 -7.1 1.2

TOP COMPANIES

VINI COSMETICS PVT LTD 69.5 17.6 6.4 423.9 17.6 1.8 178.3

MCNROE CONSUMER PRODUCTS P

LTD 22.2 5.6 -13.4 171.2 7.1 -22.8 113.7

HINDUSTAN UNILEVER LIMITED 19.7 5.0 -2.6 152.2 6.3 -18.3 135.6

MARICO INDS 17.8 4.5 10.6 164.0 6.8 -3.6 113.2

J K HELENE CURTIS 16.2 4.1 3.9 115.9 4.8 -5.9 87.2

I T C 11.7 3.0 51.5 107.2 4.4 37.7 62.3

T T K HEALTH CARE 9.7 2.4 40.2 88.1 3.6 23.7 62.9

ADJAVIS VENTURE LTD 8.8 2.2 250.1 58.7 2.4 226.3 38.3

MANKIND 8.6 2.2 -5.4 66.3 2.7 -13.9 54.5

VANESA CARE PVT LTD 8.3 2.1 -15.3 64.3 2.7 -19.0 45.5

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ALL INDIA RURAL 2014

From the above table we can get the idea of fragrance category and its segments for the

year 2014 rural market.

Fragrance category is valued at 364.3 crores in India and growing with a 2.9% in terms of

Val and and -0.5% in terms of vol.

Deodorant is valued at 232.7 crores in India and growing with a high positive rate of

16.8% & 4.6% in terms of both Val and vol.

Perfume is valued at 131.5 crores with a market share of 36.1 and declining with a

negative growth rate of -15.0% & -16.5% both in value and volume.

Cologne is the least valued at 0.2 crores and growing with a negative growth rate.

Vini is a market leader with a market share of 17.9% and valued at 65.3 crores and

growing with a high positive growth rate of 17.9% & 61.3% in terms of value and

volume.it is also driving the category of deodorant.

If you see HUL though having a good sales value in terms of crores but its pulling down

the category with a negative growth rate in value and volume as well.

Wipro consumer care is present in the market and valued at 6.4 crores and having a

market share of 6.4 crores and growing with a positive growth rate of 1.8% & 6.3% in

terms of both value and volume.

YEC 14 Value in Rs. Crs MS Val%

% Chg.

Val vol in tons MS Vol

% Chg.

Vol

Dealers in

'000s

FRAGRANCE 364.3 100.0 2.9 2,421.5 100.0 -0.5 813.2

DEODORANT 232.7 63.9 16.8 1,191.3 79.8 4.6 429.3

PERFUME 131.5 36.1 -15.0 488.6 20.2 -16.5 654.3

COLOGNE 0.2 0.0 -17.6 1.4 0.1 -19.9 3.6

TOP COMPANIES


MCNROE CONSUMER PRODUCTS P

LTD 25.6 7.0 34.0 221.8 9.2 26.8 112.2


MARICO INDS 16.1 4.4 12.4 170.2 7.0 -4.4 113.0

J K HELENE CURTIS 15.6 4.3 21.7 123.2 5.1 15.6 81.0

WIPRO CONS PRODS 6.4 1.8 8.3 58.4 2.4 6.3 44.1

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NORTH ZONE URBAN


% Chg.

Val

Vol in

towns MS Vol

% Chg.

Vol

Dealers in

'000s

FRAGRANCE 800.6 100.0 7.5 5,434.4 100.0 -1.9 315.5

DEODORANT 607.2 75.8 6.2 4,768.3 87.7 -3.1 246.4

PERFUME 192.6 24.1 11.7 660.5 12.2 8.7 240.1

COLOGNE 0.8 0.1 13.3 5.7 0.1 -33.7 4.5

TOP COMPANIES


I T C 52.6 6.6 41.2 480.3 8.8 27.2 66.7

VANESA CARE PVT LTD 49.9 6.2 10.8 398.2 7.3 5.8 75.3

HINDUSTAN UNILEVER LIMITED 45.4 5.7 0.2 331.6 6.1 -18.3 95.4

MCNROE CONSUMER PRODUCTS

P LTD 43.1 5.4 -8.9 327.3 6.0 -20.9 89.8

NIVEA INDIA 41.3 5.2 9.4 326.3 6.0 -2.5 67.6

J K HELENE CURTIS 35.2 4.4 9.2 261.1 4.8 2.2 69.4


T T K HEALTH CARE 30.0 3.7 29.0 263.4 4.8 13.1 65.1

J K ANSELL 29.9 3.7 8.2 237.2 4.4 1.6 69.5

From the above figure you can get the idea how category and its segments are performing

in north zone.

So the category is valued at 800.6 crores in India and growing in terms of value by 7.5%

but declining in terms of vol with a rate of -1.9%.

Deodorant is valued at 607.2 crores in India having a market share of 75.8% and growing

in terms of value by 6.2% but declining with a negative rate of -3.1 in terms of vol

growth.

Perfume is valued at 192.6 crores having a market share of 24.1 % and growing at 11.7%

& 8.7% in terms of value and volume.

If you see category is driven by perfume as the growth rate of perfume segment is higher

than the overall category.

Vini is a market leader with a market share of 12.7 % and valued at 101.5 crores in India

having a positive growth rate of 6.3% and 1.0% both in terms of value and volume.

23 | P a g e

NORTH ZONE URBAN

In the year 2014 for the north zone market category is valued at 744.7 crores in India

And growing by 3.9% in terms of value but declining with a negative growth rate of -5.6.

Deodorant is valued at 571.5 crores in India having a high positive growth rate of 76.7%

in terms of value but declining with a negative growth rate of -6.1% and having a market

share of 76.7 %.

Perfume is valued at 172.4 crores India having a market share of 23.2% and growing by

1.2% in terms of value but declining in terms of volume with a rate of -1.5%.

Cologne is the least valued at0.7 crores and growing with a negative growth rate of -4.2%

in terms of value but having a positive growth rate in terms of volume.

In this market category is driven by deodorant with a positive growth rate more than the

category.

Vini is a market leader with a market share of 12.8% and valued at 95.5 crores in India

having a positive growth rate of 12.8% & 19.0 %.Wipro is not present in this market


% Chg.

Val

Vol in

tons MS Vol

% Chg.

Vol

Dealers in

'000s

FRAGRANCE 744.7 100.0 3.9 5,537.2 100.0 -5.6 319.6

DEODORANT 571.5 76.7 4.7 4,290.9 88.9 -6.1 259.6

PERFUME 172.4 23.2 1.2 607.5 11.0 -1.5 235.8

COLOGNE 0.7 0.1 -4.2 8.5 0.2 1.1 4.9

TOP COMPANIES


MCNROE CONSUMER PRODUCTS

P LTD 47.3 6.4 3.7 414.0 7.5 -3.1 97.2


VANESA CARE PVT LTD 45.0 6.0 6.6 376.4 6.8 -2.7 68.0

NIVEA INDIA 37.7 5.1 17.7 334.7 6.0 15.4 55.1

I T C 37.3 5.0 208.1 377.6 6.8 196.6 60.2

J K HELENE CURTIS 32.3 4.3 3.7 255.6 4.6 -0.3 62.3

J K ANSELL 27.7 3.7 6.5 233.5 4.2 5.5 59.6

T T K HEALTH CARE 23.3 3.1 -9.9 232.9 4.2 -19.0 65.8

MANKIND 22.1 3.0 -29.2 186.6 3.4 -37.0 74.4

24 | P a g e

From above table you will get information about the category and performance of its

segments in rural market for the year 2015.

Category is valued at 112.9 crores in India and growing with a positive growth rate of

11.9% & 4.4% in terms of value and volume both.

Perfume is valued at 56.7 crores in India having a market share of 50.2 % and growing at

positive growth rate of 11.4% & 8.0 % in terms of both value and volume.

Deodorant is value at 56.2 crores in India having a market share of 49.8 and growing with

a positive growth rate of 12.4% & 3.1% both in terms of value and volume.

Cologne is at least and declining with a very high negative growth rate.

In this market category is driven by perfume in terms of growth in volume but if you see

in terms of value category is driven by deodorant having a growth more than the

category. Vini is market leader with a market share of 13.2% valued at 14.9 crores having

a positive growth rate of 9.4% & 4.5%.Wipro is not present in this market

NORTH ZONE RURAL

YEC 2015

Value in Rs.

Crs MS Val% % Chg. Val Vol in tons MS Vol % Chg. Vol

Dealers in

'000s

FRAGRANCE 112.9 100.0 11.9 606.2 100.0 4.4 239.0

PERFUME 56.7 50.2 11.4 169.3 27.9 8.0 208.5

DEODORANT 56.2 49.8 12.4 436.7 72.1 3.1 114.2

COLOGNE 0.0 0.0 -100.0 0.1 0.0 -100.0 0.1

TOP COMPANIES


MARICO INDS 5.2 4.6 26.5 48.0 7.9 12.1 32.9

MCNROE CONSUMER

PRODUCTS P LTD 5.0 4.4 -18.0 39.3 6.5 -27.5 28.7

MANKIND 3.7 3.2 23.3 28.4 4.7 11.8 23.1

HINDUSTAN UNILEVER

LIMITED 3.5 3.1 0.6 28.0 4.6 -15.2 31.3



T T K HEALTH CARE 2.1 1.9 72.7 19.3 3.2 47.2 15.4

I T C 1.7 1.5 -7.2 16.1 2.7 -12.9 9.9

J K ANSELL 1.5 1.3 40.6 12.1 2.0 35.6 10.1

25 | P a g e

In this market for the year 2014 category is value at 110.9 crores and having a negative

growth rate.

Deodorant is valued at 50.0 crores having a market share of 49.6 and growing in terms of

value but declining in terms of volume with a negative growth rate

Perfume is valued at 50.9 having a market share of 50.4 % and having a negative growth

rate in terms of value but in terms of volume it‟s growing with a positive growth rate.

Vini is a market leader valued at 13.6 crores and having a market share of 13.5% .

NORTH ZONE RURAL

YEC 2014

Val in crs MS Val% % Chg. Val Vol in tons MS Vol % Chg. Vol Dealers in '000s

FRAGRANCE 100.9 100.0 -2.3 580.5 100.0 -6.5 241.9

PERFUME 50.9 50.4 -12.5 156.7 27.0 -19.4 214.2

DEODORANT 50.0 49.6 10.8 423.8 73.0 -0.7 112.7

COLOGNE NA NA -100.0 NA NA -100.0 NA

TOP COMPANIES


MCNROE CONSUMER 6.1 6.1 48.6 54.3 9.3 41.4 29.2

MARICO INDS 4.1 4.1 33.1 42.8 7.4 11.9 36.0

HUL 3.5 3.5 -39.1 33.0 5.7 -47.1 29.1

MANKIND 3.0 2.9 -49.9 25.4 4.4 - 55.4 23.4


I T C 1.9 1.8 635.9 18.5 3.2 612.2 9.7

T T K HEALTH CARE 1.2 1.2 13.8 13.1 2.3 6.2 9.6

CAVINKARE 1.1 1.1 -37.6 9.8 1.7 - 39.8 8.2

J K ANSELL 1.1 1.1 -33.7 8.9 1.5 - 34.2 9.1

26 | P a g e

SOUTH ZONE URBAN

In south zone market category is valued at 554.0 crores in India and growing at 3.2 % in

terms of value and declining in terms of volume with a negative growth rate of -5.5%.

Deodorant is valued at 493.0 crores in India having a market share of 89.0 and growing

with a rate of 2.8% in terms of value and declining with a negative growth rate of -5.9%.

Perfume is valued at 57.7 crores in India and having a market share of 10.4 % and

growing with a rate of 8.4% & 4.9 % in terms of both value and volume.

Cologne is least with 3.3 crores in India and having a negative growth rate of -19.1 in

terms of volume.

Category is driven by perfume in this market having a higher growth rate than the

category.

Vini is a market leader valued at 93.6 crores having a market share of 16.9% and growing

at 20.0 % and 14.6 % both in terms of value and volume.

Wipro consumer care is present in the market and valued at 28.3 crores having a market

share of 5.1% and declining with a negative growth rate of -9.9& -14.0.

Wipro, cavinkare, wildstone, jk ansell are the manufacturers pushing the deodorant

segment down.

YEC 15 Val in Rs. Crs MS Val% % Chg. Val Vol in Tons M MS Vol % Chg. Vol Dealers in '000s

FRAGRANCE 554.0 1 100.0 3.2 4,201.9 100.0 -5.5 182.2

DEODORANT 493.0 89.0 2.8 3,964.4 94.3 -5.9 161.5

PERFUME 57.7 10.4 8.4 210.0 5.0 4.9 83.4

COLOGNE 3.3 0.6 -14.2 27.4 0.7 -19.1 15.0

TOP COMPANIES



J K HELENE CURTIS 43.7 7.9 8.2 352.3 8.4 5.3 48.6

I T C 41.9 7.6 23.3 398.6 9.5 11.3 37.6

NIVEA INDIA 39.1 7.1 18.3 315.2 7.5 8.8 25.2

T T K HEALTH CARE 32.7 5.9 2.6 296.4 7.1 -9.4 51.9

WIPRO CONS PRODS 28.3 5.1 -9.9 250.0 6.0 -14.0 34.9

CAVINKARE 20.2 3.6 -19.5 189.4 4.5 -18.8 28.1

MCNROE CONSUMER PRODUCTS P LTD 18.9 3.4 -11.4 151.8 3.6 -21.8 30.7

J K ANSELL 15.2 2.8 -3.8 125.0 3.0 -9.2 31.2

27 | P a g e

SOUTH ZONE URBAN

In south zone market 2014 category is valued at 536.5 crores in India and growing at In

In south zone market 2014 category is valued at 536.5 crores in India and growing at

5.3% in terms of value and declining in terms of volume with a negative growth rate of -

1.3%


with a rate of 7.2% in terms of value and declining with a negative growth rate of -0.2%.

Perfume is valued at 53.2 crores in India and having a market share of 9.9 % and growing

with a negative rate of- 7.3% &-14.9 % in terms of both value and volume.


terms of volume.

Category is driven by deodorant in this market having a higher growth rate than the

category.




share of 5.8% and declining with a negative growth rate of -8.9& -9.3 %.

YEC 14 Value in Rs. Crs MS Val% % Chg. Val Vol in Tons MS Vol % Chg. Vol Dealers in '000s

FRAGRANCE- 536.5 100.0 5.3 4,445.2 100.0 -1.3 182.6

DEODORANT 479.5 89.4 7.2 4,211.1 94.7 -0.2 166.4

PERFUME 53.2 9.9 -7.3 200.2 4.5 -14.9 74.3

COLOGNE 3.8 0.7 -17.9 33.9 0.8 -31.5 15.9

TOP COMPANIES


HUL 67.7 12.6 -16.9 603.0 13.6 -27.3 80.3

J K HELENE CURTIS 40.4 7.5 -0.2 334.5 7.5 -3.2 53.0

I T C 34.0 6.3 284.8 358.1 8.1 280.1 34.7

NIVEA INDIA 33.0 6.2 3.3 289.8 6.5 3.2 28.0 T T K HEALTH CARE 31.9 5.9 0.8 327.0 7.4 -6.1 56.9

WIPRO CONS PRODS 31.4 5.8 -8.9 290.6 6.5 -9.3 42.3

CAVINKARE 25.1 4.7 -8.6 233.2 5.2 -11.1 35.8

MCNROE CONSUMER 21.4 4.0 7.0 194.1 4.4 3.0 38.5

MARICO 16.5 3.1 -2.0 171.2 3.9 -13.2 40.7

28 | P a g e

SOUTH ZONE RURAL


FRAGRANCE 52.3 100.0 28.9 365.3 100.0 16.4 83.8

DEODORANT 43.0 82.2 23.5 327.4 89.6 12.6 61.7

PERFUME 9.2 17.6 63.3 37.4 10.2 67.8 43.7

COLOGNE 0.1 0.1 -22.3 0.5 0.1 -37.5 0.2

TOP COMPANIES


J K HELENE CURTIS 4.3 8.2 60.3 30.7 8.4 50.5 14.0

T T K HEALTH CARE 4.1 7.9 48.5 37.1 10.1 29.2 14.6


MARICO INDS 3.1 6.0 19.4 29.3 8.0 8.9 14.9

WIPRO CONS PRODS 1.7 3.3 -27.1 15.2 4.2 -29.4 10.0

In south zone rural market for the year 2015 category is valued at 52.3 crores in India and

growing at 28.9 % in terms of value and in terms of volume growing with a rate of

16.4%


with a rate of 23.5% in terms of value and in terms of volume its growing by 12.6%

Perfume is valued at 9.2 crores in India and having a market share of 17.6 % and growing

with a rate of 63.3% & 67.8 % in terms of both value and volume.


terms of volume.


category.




share of 3.3% and declining with a negative growth rate of -27.1.9& -29.4.

Wipro, HUL are the manufacturers pushing the deodorant segment down.

29 | P a g e

SOUTH ZONE RURAL

In this market for the year 2014 category is value at 40.9 crores and having a positive

growth rate of 13.9 & 7.1 in terms of both value and volume.

Deodorant is valued at 34.8 crores having a market share of 85.9 and growing with a

positive growth rate of 23.9% & 11.7%.

Perfume is valued at 5.6 having a market share of 13.9 % and having a negative growth

rate in terms of value and volume with a negative growth rate.

Cologne is valued at 0.1 crores and declining with a negative growth rate.

Vini is a market leader valued at 8.8 crores and having a market share of 21.7% growing

with a very high positive growth rate in both value and volume.

Wipro is valued at 2.4 crores having a market share of 5.8% and growing with positive

rate of 13.4 & 12.0 %.


FRAGRANCE 40.5 100.0 13.9 314.0 100.0 7.1 87.3

DEODORANT 34.8 85.9 23.9 290.8 92.6 11.7 68.8

PERFUME 5.6 13.9 -23.6 22.3 7.1 -30.0 44.6

COLOGNE 0.1 0.2 -11.6 0.9 0.3 -19.7 1.5

TOP COMPANIES



T T K HEALTH CARE 2.8 6.9 -24.5 28.7 9.1 -30.0 14.3

J K HELENE CURTIS 2.7 6.6 53.4 20.4 6.5 44.3 13.3

MARICO INDS 2.6 6.5 73.2 26.9 8.6 48.4 20.3

WIPRO CONS PRODS 2.4 5.8 13.4 21.5 6.8 12.0 16.3

30 | P a g e

EAST ZONE URBAN

In East zone urban market for the year 2015 category is valued at 547.6 crores in India

and growing at 7.2 % in terms of value and declining with a negative growth rate of -

1.5%.


with a rate of 8.2% in terms of value and in terms of volume its declining by -1.9 %



Cologne is least with1.3 crores in India and having a negative growth rate of -23.2 in

terms of volume.


category. In terms of value

Vini is a market leader valued at 71.2 crores having a market share of 13.0% and

declining with a negative growth rate in both value and volume.


share of 2.9% and declining with a negative growth rate of -4.8.9& -7.8.

Wipro, Vini, Mcnroe are the manufacturers pushing the deodorant segment down.

ITC is driving the deodorant category with a rate higher than deodorant segment.


FRAGRANCE 547.6 100.0 7.2 3,743.8 100.0 -1.5 266.7

DEODORANT 429.7 78.5 8.2 3,299.2 88.3 -1.9 215.5

PERFUME 116.5 21.3 3.9 421.1 11.3 3.3 186.6

COLOGNE 1.3 0.2 -12.1 14.5 0.4 -23.2 7.6

TOP COMPANIES

VINI COSMETICS PVT LTD 71.2 13.0 -0.8 416.1 11.1 -6.2 99.9

I T C 47.9 8.7 18.8 421.8 11.3 5.0 66.5

MCNROE CONSUMER PRODUCTS P LTD 47.2 8.6 -3.8 360.3 9.6 -13.9 89.9

J K HELENE CURTIS 40.3 7.4 9.5 289.8 7.8 -1.5 72.8

HINDUSTAN UNILEVER LIMITED 37.4 6.8 10.4 266.4 7.1 -11.5 88.2

WIPRO CONS PRODS 15.7 2.9 -4.8 139.1 3.7 -7.8 30.8

31 | P a g e

EAST ZONE URBAN

In East zone market 2014 category is valued at 510.7 crores in India and growing at 8.5%

in terms of value and in terms of volume it‟s growing with a rate of 2.7%.


with a rate of 13.4% in terms of value and in terms of volume it‟s growing with a rate of

4.0%.


growing with a negative rate of- 6.3% &-9.1 % in terms of both value and volume.

Cologne is least with 1.5 crores in India and having a positive growth rate in terms of

value and volume both.






share of 3.2% and declining with a negative growth rate of -2.2& -3.5 %.

ITC is driving the category with a very high growth rate.


FRAGRANCE 510.7 100.0 8.5 3,790.7 100.0 2.7 264.7

DEODORANT 397.0 77.7 13.4 3,364.3 88.7 4.0 210.4

PERFUME 112.1 22.0 -6.3 407.6 10.8 -9.1 189.8

COLOGNE 1.5 0.3 107.6 18.9 0.5 118.8 6.7

TOP COMPANIES


MCNROE CONSUMER PRODUCTS P LTD 49.1 9.6 9.5 418.4 11.0 1.6 89.7

I T C 40.3 7.9 248.4 401.9 10.6 234.4 68.3

J K HELENE CURTIS 36.8 7.2 14.0 294.1 7.8 9.5 71.8


WIPRO CONS PRODS 16.5 3.2 -2.2 150.9 4.0 -3.5 30.6

32 | P a g e

EAST ZONE RURAL

YEC 15

Value in

Rs. Crs MS Val%

% Chg.

Val Vol in tons MS Vol

% Chg.

Vol Dealers in '000s

FRAGRANCE 138.2 100.0 8.9 902.1 100.0 1.2 323.5

DEODORANT 96.2 69.6 11.5 726.9 80.6 1.2 167.5

PERFUME 41.9 30.3 3.2 174.7 19.4 0.8 273.4

COLOGNE 0.0 0.0 30.2 0.6 0.1 0.5 0.8

TOP COMPANIES


MCNROE CONSUMER

PRODUCTS P LTD 11.9 8.6 -0.4 91.7 10.2 -10.2 54.0

HINDUSTAN UNILEVER

LIMITED 9.6 6.9 6.4 73.2 8.1 -12.2 55.8

J K HELENE CURTIS 7.5 5.4 -9.8 52.9 5.9 -19.4 41.9

I T C 6.1 4.4 74.6 55.3 6.1 58.1 30.7

WIPRO CONS PRODS 2.7 1.9 8.2 23.0 2.5 2.0 13.6

In East zone rural market for the year 2015 category is valued at 138.2 crores in India and

growing at 8.9 % in terms of value and in terms of vol growing with a rate of 1.2%.


with a rate of 11.5% in terms of value and in terms of volume it‟s growing by 1.2%.



Cologne is least with crores




with the rate of 13.0 & 8.9%.


share of 1.9% and growing with a rate of 8.2 & 2.0 in terms of both value and volume

Mcnroe, JK Helene Curtis are the manufacturers pushing the deodorant segment down.


33 | P a g e

EAST ZONE RURAL

YEC14

Value in Rs.

Crs MS Val%

% Chg

Val

Vol in

Tons MS Vol

% Chg.

Vol Dealers in '000s

FRAGRANCE 126.9 100.0 -10.5 891.7 100.0 -11.6 310.0

DEODORANT 86.3 68.0 4.6 718.1 80.5 -6.3 153.3

PERFUME 40.6 32.0 -31.4 173.3 19.4 -28.5 262.5

COLOGNE 0.0 0.0 -53.6 0.4 0.0 -42.9 0.9

TOP COMPANIES

VINI COSMETICS PVT

LTD 22.9 18.0 44.0 144.2 16.2 35.4 57.5

MCNROE CONSUMER

PRODUCTS P LTD 11.9 9.4 33.8 102.1 11.4 24.9 51.5

HINDUSTAN UNILEVER

LIMITED 9.0 7.1 -41.1 83.4 9.3 -47.0 58.2

J K HELENE CURTIS 8.3 6.5 14.3 65.7 7.4 8.7 38.4

MARICO INDS 5.1 4.0 -19.3 55.7 6.2 -30.6 34.6

WIPRO CONS PRODS 2.5 2.0 38.8 22.5 2.5 35.8 11.1

In East zone rural market for the year 2014 category is valued at 126.9 crores in India and

declining with a negative growth rate of -10.5& -11.6%.


with a rate of 4.6% in terms of value and in terms of volume its declining by -6.3%


growing with a negative rate of -31.4% & -28.5 % in terms of both value and volume.

Cologne is least and declining with a negative growth rate.


category.




share of 2.0% and growing with a rate of 22.5 & 35.8 %.

HUL, Marico are the manufacturers pushing the deodorant segment down.

Wipro is pushing the deodorant segment with a higher growth rate than the category.

34 | P a g e

WEST ZONE URBAN

In West zone urban market for the year 2015 category is valued at 614.4 crores in India

and growing at 7.9 % in terms of value and in terms of vol growing with a negative rate

of -2.7%.


with a rate of 6.9% in terms of value and in terms of volume its growing by negative rate

of -3.9%.



Cologne is least with 2.1 crores and declining with a negative growth rate.


category in terms of value and volume both.


with the rate of 7.6 & 2.3%.


share of 2.6% and growing with a negative rate of-18.9& -23.3 in terms of both value and

volume

Wipro consumer care is pushing the deodorant segment down.


YEC15

Value in Rs.

Crs MS Val%

% Chg.


% Chg.

Vol

Dealers in

'000s

FRAGRANCE 614.4 100.0 7.9 4,199.7 100.0 -2.7 256.5

DEODORANT 470.0 76.5 6.9 3,680.6 87.6 -3.9 201.3

PERFUME 142.3 23.2 11.3 499.4 11.9 7.8 170.0

COLOGNE 2.1 0.3 -8.6 19.7 0.5 -9.1 15.5

TOP COMPANIES

VINI COSMETICS PVT

LTD 87.2 14.2 7.6 512.1 12.2 2.3 103.2

HINDUSTAN UNILEVER

LIMITED 41.9 6.8 9.5 311.2 7.4 -10.3 74.7

I T C 41.6 6.8 35.1 378.3 9.0 18.5 53.0

NIVEA INDIA 41.1 6.7 27.7 325.3 7.7 10.8 48.5

J K HELENE CURTIS 36.6 5.9 4.2 283.9 6.8 0.2 61.2

WIPRO CONS PRODS 15.8 2.6 -18.9 139.9 3.3 -23.3 43.2

35 | P a g e

WEST ZONE URBAN



and growing at 12.8 % in terms of value and in terms of vol growing with rate of 2.6%.


with a rate of 11.2 % & 1.5% in terms of value and volume.



Cologne is least with 2.3 crores and declining with a negative growth rate.




with the rate of 57.3 & 42.7% in terms of both value and volume.


share of 3.4% and growing with a negative rate of-18.7& -20.1 in terms of both value and

volume

Wipro consumer care, HUL are pushing the deodorant segment down.

VINI is driving the deodorant category with a rate higher than deodorant segment.

YEC 14

Value in Rs.

Crs MS Val%

% Chg.


% Chg.

Vol

Dealers in

'000s

FRAGRANCE 569.6 100.0 12.8 4,314.8 100.0 2.6 254.5

DEODORANT 439.5 77.2 11.2 3,829.9 88.8 1.5 212.7

PERFUME 127.8 22.4 19.4 463.2 10.7 14.7 155.8

COLOGNE 2.3 0.4 -15.8 21.7 0.5 -23.1 14.5

TOP COMPANIES


HINDUSTAN UNILEVER

LIMITED 38.2 6.7 -17.7 347.0 8.0 -28.1 79.3

J K HELENE CURTIS 35.1 6.2 7.1 283.4 6.6 3.6 58.9

NIVEA INDIA 32.2 5.7 12.3 293.5 6.8 10.4 42.2

MCNROE CONSUMER

PRODUCTS P LTD 31.2 5.5 4.7 275.4 6.4 -1.1 73.2

WIPRO CONS PRODS 19.5 3.4 -18.7 182.3 4.2 -20.1 46.0

36 | P a g e

WEST ZONE RURAL

In West zone rural market for the year 2015 category is valued at 90.9 crores in India and

declining with a negative growth rate of -5.3& -14.8%.

Deodorant is valued at 51.1 crores in India having a market share of 56.2 and declining

with a negative growth rate of -17.1% & -23.3%.



Cologne is least and declining with a negative growth rate.


category.


with a negative growth rate of -20.3% and -24.1%.

Wipro consumer care is not present in top 10 brands for this market.

VINI, MCNROE, JK HELENE CURTIS, VANESSA, HUL, MANKIND are the

manufacturers pushing the deodorant segment down.

Adjavis , TTK healthcare are the manufacturers pushing the segment with a very high

growth rate

YEC 15

Value in

Rs. Crs

MS

Val% % Chg. Val Vol in Tons MS Vol % Chg. Vol

Dealers in

'000s

FRAGRANCE 90.9 100.0 -5.3 541.6 100.0 -14.8 175.2

DEODORANT 51.1 56.2 -17.1 382.7 70.7 -23.3 99.8

PERFUME 39.8 43.8 16.0 158.8 29.3 16.5 136.6

COLOGNE 0.0 0.0 -45.0 0.1 0.0 -32.6 0.1

TOP COMPANIIES

VINI COSMETICS PVT LTD 16.0 17.6 -20.3 97.3 18.0 -24.1 43.3

MARICO INDS 4.3 4.7 0.4 39.8 7.3 -11.2 24.5

MCNROE CONSUMER

PRODUCTS P LTD 3.9 4.3 -39.3 29.5 5.5 -46.9 25.8

J K HELENE CURTIS 3.0 3.3 -19.0 21.7 4.0 -28.3 20.4

VANESA CARE PVT LTD 2.8 3.0 -48.8 21.2 3.9 -50.4 16.6

HINDUSTAN UNILEVER

LIMITED 2.7 2.9 -17.2 20.8 3.8 -32.5 25.3


37 | P a g e

WEST ZONE RURAL

In West zone rural market for the year 2014 category is valued at 96.0 crores in India and

growing at 30.8 % in terms of value and in terms of vol growing with rate of 24.6%.


with a rate of 41.5 % & 26.9% in terms of value and volume.

Perfume is valued at 34.3 crores in India and having a market share of 35.7% and

growing with a rate of 15.2% & 16.9% in terms of both value and volume.

Cologne is least with




with the rate of 86.8% & 77.8% in terms of both value and volume.

Wipro is not present in this market

HUL and MANKIND are the manufacturers pushing the segment down.

YEC 14

Value in Rs.

Crs

MS

Val% % Chg. Val Vol in Tons MS Vol

% Chg.

Vol

Dealers in

'000s

FRAGRANCE 96.0 100.0 30.8 635.3 100.0 24.6 174.0

DEODORANT 61.7 64.2 41.5 498.8 78.5 26.9 94.6

PERFUME 34.3 35.7 15.2 136.3 21.5 16.9 132.9

COLOGNE 0.0 0.0 79.2 0.2 0.0 168.9 1.2

TOP COMPANIES


MCNROE CONSUMER

PRODUCTS P LTD 6.4 6.7 38.3 55.6 8.7 33.1 23.6


MARICO INDS 4.2 4.4 26.2 44.8 7.1 8.1 22.1

J K HELENE CURTIS 3.7 3.9 35.6 30.3 4.8 30.5 20.3

HINDUSTAN UNILEVER

LIMITED 3.2 3.4 -31.8 30.8 4.9 -40.1 23.5

MANKIND 2.7 2.8 -22.7 22.5 3.5 -31.6 15.9

38 | P a g e

FRAGRANCE - DEODORANT 2015(North Zone States Contribution)

5.4

6.5

7.1

12.1

16.9

17.8

18.1

25.7

26.2

76.9

80.1

175.3

257.1

Agra

Amritsar

Allahabad

Ludhiana

Meerut

Jaipur

Faridabad

Lucknow

Uttaranchal

Haryana

Rajasthan

UP

Delhi + NCR

Value in Rs. Crores

YEC 15

Value in Rs.

Crs MS Val% % Chg. Val

Vol in

Tons MS Vol % Chg. Vol Dealers in '000s

HPJK 13.7 91.6 36.2 152.7 95.7 24.8 6.3

HARYANA 76.9 77.6 11.8 608.1 88.3 2.3 42.1

RAJASTHAN 80.1 69.6 -9.4 629.4 84.4 -18.1 51.8

UP 175.3 63.6 7.4 1,438.2 81.7 -0.7 143.6

UTTARANCHAL 26.2 77.0 11.9 201.5 88.6 3.4 20.4

PUNJAB 97.1 66.4 10.2 741.7 81.9 -0.1 45.6

Agra 5.4 66.8 -1.9 43.1 81.2 -10.1 3.0

Allahabad 7.1 82.3 11.6 55.0 91.9 -0.7 3.4

Amritsar 6.5 66.3 -12.6 51.0 82.6 -20.9 2.7

Delhi 188.3 85.0 7.6 1,433.5 92.5 -2.4 39.2

39 | P a g e

Delhi +

NCR 257.1 86.0 7.5 1,995.9 93.2 -1.9 60.7

Faridabad 18.1 81.7 12.4 142.8 91.5 3.5 6.5

Jaipur 17.8 82.8 -4.1 145.0 91.2 -13.2 6.7

Lucknow 25.7 75.6 19.8 192.8 86.7 4.3 9.8

Ludhiana 12.1 66.0 32.0 91.2 82.2 18.6 4.9

Meerut 16.9 85.1 -3.9 184.5 94.7 -2.3 2.3

From this table we can get the information about contributors from the zone their

growth rate in terms of value and volume, value in crores.

Delhi+NCR are a major contributor but having a negative growth rate in terms of

volume.

HPJK in terms of value is less but having a high growth rate in terms of vol.

After that Ludhiana is having a higher growth .rate

40 | P a g e

FRAGRANCE - DEODORANT 2015(South Zone States Contribution)

4.4

6.1

7.6

10.4

15.6

62.9

63.8

80.6

93.2

143.6

155.5

174.0

Madurai

Vijaywada

Coimbat…

Vizag

Kochi

Kerla

Hyderabad

Bangalore

Chennai

Karnataka

AP

Tamilnadu

Value in Rs.…

YEC 15

Value in Rs.

Crs MS Val% % Chg. Val Vol in tons MS Vol % Chg. Vol

Dealers in

'000s

AP 155.5 88.7 5.1 1,245.6 94.1 -3.7 83.3

KARNATAKA 143.6 85.6 -2.0 1,122.6 93.0 -10.0 51.8

KERALA 62.9 92.3 24.8 432.6 95.8 12.2 29.6

TAMILNADU 174.0 89.2 2.6 48.6 94.0 -5.9 58.5

Bangalore 80.6 92.4 -3.0 673.1 96.9 -10.0 15.8

Chennai 93.2 91.7 7.1 748.0 95.9 -1.2 13.9

Coimbatore 7.6 89.3 4.1 64.3 94.1 -3.5 2.9

Hyderabad 63.8 93.8 1.2 524.2 97.2 -6.0 19.1

Kochi 15.6 96.4 17.6 124.8 98.1 7.0 4.6

Madurai 4.4 86.3 -1.6 38.6 92.9 -7.6 2.2

Vijayawada 6.1 77.0 -21.0 47.6 86.6 -25.6 2.6

Tamilnadu is major contributor in terms of value

but having a negative growth rate in terms of

volume.

Kerala is contributing 62.9 crores and having a

positive growth rate in terms of volume.

41 | P a g e

FRAGRANCE - DEODORANT 2015(East Zone States Contribution)

2.6

3.9

4.6

10.0

43.2

58.2

67.3

119.1

279.6

Dhanbad

Jamshe…

Asansole

Patna

Bihar

ASAAM

NE

Kolkata

WB

East zone 2015 (deodorant)

Val in crores

YEC 15 Value in Rs. Crs MS Vol % Chg. Val Vol in tons % Chg. Vol MS Val% Dealers in '000s

BIHAR 43.2 75.7 26.2 329.7

14.1 56.6 43.4

ASAAM 58.2 84.7 4.0 315.9

-6.4 73.0 50.9

JHARKHAND 20.6 84.0 12.9 146.2

4.9 69.9 27.4

WB 279.6 88.3 11.0 1,789.5

0.7 79.2 180.1

NE 67.3 94.7 17.8 399.5

5.6 91.4 30.6

PATNA 10.0 87.6 22.4 79.7 11.4 74.3 7.1

JAMSHEDPUR 3.9 85.8 2.4 31.7 -4.6 73.7 4.0

DHANBAD 2.6 85.4 10.5 21.1 0.1 75.1 3.0

ASANSOLE

4.6

81.1

-1.8

35.8

-10.9

68.6

2.7

West Bengal is a major contributor in terms

of value and growing with a positive

growth rate in terms of both value and

volume.

Bihar is contributing 43.2 crores and

having a highest growth rate of 14.1% in

terms of volume.

42 | P a g e

FRAGRANCE - DEODORANT 2015(West Zone States Contribution)

4.4

6.6

6.6

8.0

8.9

10.1

11.1

14.2

27.2

71.0

75.4

110.6

347.5

Rajkot

Vadodara

Bhopal

Jabalpur

Indore

Nashik

Surat

Nagpur

CG

MP

GUJRAT

Mumbai

MAH

Val in crores

YEC 15 Value in Rs. Crs MS Val% % Chg. Val Vol in tons MS Vol % Chg. Vol Dealers in '000s

GUJRAT 75.4 67.1 1.8 585.4 82.1 -8.5 59.0

MP 71.0 70.3 9.4 558.8 85.2 -1.1 62.2

MAHRASHTRA 347.5 78.4 4.5 2,435.0 88.2 -5.7 154.9

CG 27.2 55.7 -8.7 169.2 69.8 -16.2 25.0

Bhopal 8.8 82.8 34.0 74.0 92.4 22.5 3.3

Indore 9.7 83.2 8.6 80.2 91.3 -2.0 3.9

Jabalpur 8.3 71.1 3.1 64.5 83.7 -5.0 3.8

Mumbai 130.0 94.1 17.6 1,033.6 96.6 5.4 28.6

Nagpur 15.5 81.5 9.4 119.9 90.7 -2.6 7.7

Nashik 9.1 79.7 -9.5 71.2 89.9 -20.0 4.9

Pune 40.9 93.8 -0.0 333.5 96.7 -9.9 9.7

Rajkot 5.3 63.5 19.7 39.3 75.8 3.6 2.6

Surat 10.7 65.5 -4.3 83.8 82.0 -13.0 8.4

Vadodara 7.6 86.5 15.1 61.4 93.4 3.1 2.7

Maharashtra is major contributor in terms

of value but having a negative growth rate

in terms of volume.

Bhopal is contributing less in terms of

value but having a higher growth rate in

terms of volume.

43 | P a g e

WIPRO CONSUMER PRODUCTS

From the above table and chart you will get information about how Wipro is performing

in All India (U+R) as compare to the competitors

Category is valued at 2,910.8 and growing with a rate of 6.8 in terms of value but

declining in terms of growth in volume by -2.6%

Vanessa is on top valued at 100 crores and having a market share of 3.4% and growing

with a positive growth rate in terms of value and volume by a rate of 17.6 & 12.5%

Adjavis is pushing the category with a very high positive growth rate both in value and

volume.

Wipro is valued at 77.7 crores having a market share of 2.7% and declining with a

negative growth rate of -11.0 & -14.7% and hence pushing the segment down in this

market.

77.7

176.4

97.2

207.1

99.1

251.5

100.0

208.0

Value in Rs. Crs Dealers in '000s

All India (U+R)

WIPRO CONS PRODS

ADJAVIS VENTURE

LTD

T T K HEALTH CARE

VANESA CARE PVT

LTD

All India (U+R) - YEC15

Value in Rs.

Crs MS Val%

% Chg.

Val

Volume in

Tons MS Vol % Chg. Vol

Dealers in

'000s

FRAGRANCE 2,910.8

100.0 6.8 19,985.9

100.0 -2.6 1,842.4

DEODORANT 2,246.4

77.2 5.9 17,586.1

77.2 -3.7 1,267.8

VANESA CARE PVT

LTD 100.0 3.4 17.6 790.4 4.0 12.5 208.0

T T K HEALTH CARE 99.1 3.4 17.5 884.3 4.4 3.0 251.5

ADJAVIS VENTURE

LTD 97.2 3.3 161.0 648.4 3.2 139.0 207.1

WIPRO CONS PRODS 77.7 2.7 -11.0 689.0 3.4 -14.7 176.4

44 | P a g e

ALL INDIA (U+R)

INSIGHTS

From the above table and chart you will get information about how Wipro is performing

in All India (U+R) 2014 as compare to the competitors.

These are the major competitors for Wipro.

Category is valued at 2,725.9 and growing with a rate of 6.7 in terms of value but

declining in terms of growth in volume by -0.9%

Wipro is on top valued at 87.4 crores and having a market share of 3.2% but declining

with a negative rate of -8.8 & -9.9% both in terms of value and volume

Adjavis is pushing the category with a very high positive growth rate in volume.

Yardley is major contributor for Wipro but declining with a negative growth rate both in

terms of value and volume.

Layers shot & Layers wottagirl is on top in terms of growth in vol with a very high

positive growth rate.

YEC14 Value in Rs. Crs MS Val% % Chg.

Val Volume in Tons MS Vol % Chg. Vol

FRAGRANCE 2,725.9 100.0 6.7 20,509.4 100.0 -0.9

DEODORANT 2,120.3 77.8 9.4 18,257.6 89.0 -0.3

WIPRO CONS PRODS 87.4 3.2 -8.8 807.4 3.9 -9.9

YARDLEY 59.5 2.0 -2.5 519.2 2.6 -6.7

SANTOOR 14.3 0.5 -36.3 127.8 0.6 -39.3

VANESA CARE PVT LTD 85.1 3.1 19.3 702.8 3.4 9.6

DENVER 63.1

19.5

19.5

517.6

2.6

13.4

ENVY 29.7

5.7

5.7

210.3

1.1

3.0

EVA 84.4 3.1 -1.5 858.3 4.2 -9.5

ADJAVIS VENTURE LTD 37.3 1.4 673.1 271.3 1.3 584.4

LAYERS SHOT 67.6 2.3 259.7 446.6 2.2 242.7

LAYERS WOTTAGIRL 26.8 0.9 232.5 178.5 0.9 222.9

45 | P a g e

NORTH ZONE URBAN

INSIGHTS

From the above table we get the information about brands of Wipro and its competitors

how they are performing in north zone urban market for the year 2015.

Denver is on top valued at 35.7 crores having a market share of 4.5 and growing at

13.9&7.7% both in terms of value and volume.

Envy is valued at 10.8 crores and declining with negative growth rate

Layers shot is valued at 23.0 crores and growing with a very high positive growth rate of

264.7 & 244.0

Layers Wottagirl is valued at 9.2 crores and growing with a very high growth rate more

than the category.

Eva is valued at 30.0 crores having a market share of 3.7 % and growing by positive

growth rate of 29.0& 13.1 both in terms of value and volume.

Yardley is valued at 11.2 crores in the market having a market share of 1.4% and

declining with a negative growth rate both in value and volume.

Santoor is valued at 0.4 and declining with a negative growth rate both in value and

volume.

Eva is major competitor for Wipro because of having variants only for women.

YEC 2015 Value in Rs. Crs MS Val% % Chg. Val Volume in Tons % Chg. Vol

FRAGRANCE 800.6 100.0 7.5 5,434.4 -1.9

DEODORANT 607.2 75.8 6.2 4,768.3 -3.1

VANESA CARE PVT LTD 49.9 6.2 10.8 398.2 5.8

DENVER 35.7 4.5 13.9 291.9 7.7

ENVY 10.8 1.3 -2.0 76.5 -2.6 ADJAVIS VENTURE LTD 33.4 4.2 162.1 221.3 139.1

LAYERS SHOT 23.0 2.9 264.7 150.4 244.0

LAYERS WOTTAGIRL 9.2 1.2 219.0 61.2 210.2 EVA 30.0 3.7 29.0 263.4 13.1

WIPRO CONSUMER

PRODUCTS

12.5

1.6

-8.6

111.8

-10.6

YARDLEY 11.2 1.4 -7.4 97.4 -10.8

SANTOOR 0.4 0.0 -55.3 3.3 -56.2

46 | P a g e

NORTH ZONE RURAL

INSIGHTS

From the above table we can get the information about how Wipro and its

competitors are performing in north zone rural market for the year 2015.

In rural market category is valued at 112.9 crores and growing by 11.9% & 4.4%

in terms of value and volume.

Deodorant is valued at 56.2 crores and growing with a positive growth rate of

12.4 & 3.1 % both in terms of value and volume.

And in brands Denver is valued at 2.3 crores having a market share of 2.0 % and

growing with a positive growth rate of 10.4 & 3.8%.

Envy is valued at 0.5 crores and declining with a negative growth rate both in


A layer shot is valued at 1.8 crores and growing with a very high positive growth

rate of 429.0& 419.8 in terms of both value and volume.

Layers Wottagirl is valued at 0.6 crores and growing with a growth rate of 60.5&

57.5% both in terms of value and volume.

Eva is valued at 2.1 crores having a market share of 1.9% and growing with a

positive rate of 72.7% & 47.2% in terms of value and volume.

Santoor is not present in the market.

Yardley is valued at 0.1 crores which is negligible as compared to other brands .

YEC 2015 Value in Rs.

Crs MS Val% % Chg. Val Volume in Tons % Chg. Vol

FRAGRANCE 112.9 100.0 11.9 606.2 4.4

DEODORANT 56.2 49.8 12.4 436.7 3.1


DENVER 2.3 2.0 10.4 17.8 3.8

ENVY 0.5 0.4 -16.9 3.5 -22.8 ADJAVIS VENTURE LTD 2.4 2.2 185.5 16.8 171.1

LAYERS SHOT 1.8 1.6 429.0 12.2 419.8

LAYERS WOTTAGIRL 0.6 0.5 60.5 3.9 57.5 EVA 2.1 1.9 72.7 19.3 47.2

WIPRO CONSUMER

PRODUCTS

0.1

0.1

-80.7

1.0

-81.9

YARDLEY 0.1 0.1 -72.7 0.7 -74.6

47 | P a g e

SOUTH ZONE URBAN

INSIGHTS

In south zone urban market for the year 2015 category is value at 554.0 crores and

it‟s growing in terms of value but declining in terms of volume.

Deodorants are valued at 493.0 crores and growing in terms of value and declining in

terms of volume.

Eva is valued at 32.7 crores having a market share of 5.9 % and growing in terms of

value but declining in terms of volume growth.

Yardley is valued at 24.2 having a market share of 4.4% and growing with 2.7% in

terms of value but declining in terms of volume.

Santoor is valued at 3.0 crores and declining with a high negative growth rate in

terms, of value and volume

Eva is major competitors in this market.

YEC 15 Value in Rs. Crs MS Val% % Chg. Val Volume in Tons % Chg. Vol

FRAGRANCE 554.0 100.0 3.2 4,201.9 -5.5

DEODORANT 493.0 89.0 2.8 3,964.4 -5.9

EVA 32.7 5.9 2.6 296.4 -9.4

WIPRO CONSUMER

PRODUCTS

28.3

5.1

-9.9

250.0

-14.0

YARDLEY 24.2 4.4 2.7 211.5 -1.9 SANTOOR 3.0 0.5 -58.0 27.4 -59.1

48 | P a g e

SOUTH ZONE RURAL

INSIGHTS

Eva is valued at 4.1 crores having a market share of 7.9% and growing with a rate of

48.5% & 29.2% both in terms of value and volume

Santoor is valued at 1.1 crores and declining with a negative growth rate both in


Yardley is very in terms of value and declining with a negative growth rate.

Eva is major competitor in this market

SOUTH ZONE RURAL

2015 Value in Rs. Crs MS Val% % Chg. Val Volume in Tons % Chg. Vol

FRAGRANCE 52.3 100.0 28.9 365.3 16.4

DEODORANT 43.0 82.2 23.5 327.4 12.6

EVA 4.1 7.9 48.5 37.1 29.2

WIPRO CONSUMER

PRODUCTS

1.7

3.3

-27.1

15.2

-29.4

SANTOOR 1.1 2.1 -22.4 10.1 -24.0

YARDLEY 0.6 1.1 -35.9 4.7 -39.3

49 | P a g e

EAST ZONE URBAN 2015

INSIGHTS

In east zone urban market category is valued at 547.6 crores and growing with 7.2 % in


Deodorant segment is valued at 429.7 crores and growing at 8.2% and declining with

negative growth rate.

Layers shot is on top and valued at 15.3 crores in the market having a market share of

2.8% and growing with a very high growth rate of 256.4 & 241.1% both in terms of value

and volume.

Layers wottagirl is valued at 5.6 crores and growing with a very high positive growth rate

of 30.1.1 and 287.2% both in terms of value and volume.

Envy is valued at 8.4 crores having a market share of 1.5% and growing with a positive

growth rate in terms of both value and volume.

Denver is valued at 8.3 crores and growing with a positive growth rate in terms of value

and volume.

Yardley is valued at 8.6 crores in the market having a market share of 1.6 % and

declining with a negative growth of -4.8 % & -7.8 % both in terms of value and volume.

Santoor is valued at 5.9% in terms of value in crores and growing with a negative growth

arte both in terms of value and volume.

Eva is not present in the market.

EAST ZONE URBAN

2015 Value in Rs. Crs MS Val% % Chg. Val Volume in Tons % Chg Vol

FRAGRANCE 547.6 100.0 7.2 3,734.8 -1.5

DEODORANT 429.7 78.5 8.2 3,299.2 -1.9

ADJAVIS VENTURE LTD 21.6 3.9 144.3 144.1 120.6

LAYERS SHOT 15.3 2.8 256.4 101.4 241.1

LAYERS WOTTAGIRL 5.6 1.0 301.1 37.0 287.2 VANESA CARE PVT LTD 18.3 3.3 38.5 140.0 30.7

ENVY 8.4 1.5 1.5 59.5 21.4 DENVER 8.3 1.5 1.5 67.2 26.5

WIPRO CONSUMER

PRODUCTS

15.7

2.9

-4.8

139.1

-7.8

YARDLEY 8.6 1.6 -0.9 74.6 -4.4 SANTOOR 5.9 1.1 -12.7 50.9 -17.9

50 | P a g e

EAST ZONE RURAL2015

INSIGHTS

In east zone rural market category is valued at 138.2 crores and growing with 8.9 % in

terms of value and 1.2% in terms of volume.

Deodorant segment is valued at 96.2 crores and growing at 11.5% and in terms of vol its

growing with 1.2%



and volume.


of 931.8 and 880.8% both in terms of value and volume.

Envy and Denver is not present in the market

Yardley is valued at 1.1 crores in the market having a market share of 1.2 % and growing

with a positive growth rate of 12.1& 8.7% both in terms of value and volume.

Santoor is valued at 1.6 crores in terms of value and growing with a positive growth rate

of 12.1% & 8.7% both in terms of value and volume.

Eva is not present in the market.

EAST ZONE RURAL2015 Value in Rs. Crs MS Val% % Chg. Val Volume in

Tons % Chg. Vol

FRAGRANCE 138.2 100.0 8.9 902.1 1.2

DEODORANT 96.2 69.6 11.5 726.9 1.2

ADJAVIS VENTURE

LTD 3.6 2.6 282.8 24.0 258.5

LAYERS SHOT 2.9 2.1 261.9 18.8 240.5

LAYERS WOTTAGIRL 0.7 0.5 931.8 4.3 880.8

WIPRO CONSUMER

PRODUCTS

2.7

1.9

8.2

23.0

2.0

SANTOOR 1.6 1.2 10.9 13.7 2.4

YARDLEY 1.1 0.8 12.1 8.9 8.7

51 | P a g e

WEST ZONE URBAN 2015

INSIGHTS

In West zone urban market category is valued at 614.4 crores and growing with 7.9 % in


Deodorant segment is valued at 470.0 crores and growing at 6.9% and declining with

negative growth rate.



and volume.


of 175.7 and 168.9% both in terms of value and volume.

Envy is valued at 4.0 crores having a market share of 0.6% and declining with a negative


Denver is valued at 9.8 crores and growing with a positive growth rate in terms of value

and volume.

Yardley is valued at 13.7 crores in the market having a market share of 2.2 % and

declining with a negative growth of -5.7 % & -10.3 % both in terms of value and volume.

Santoor is valued at 1.6 values in crores and growing with a negative growth rate both in


Eva is valued at 18.4 crores having a market share of 3.0 % and growing with a positive

growth rate of 18.3 & 1.1 %.

West zone urban 2015 Value in Rs. Crs MS Val% % Chg. Val Volume in Tons % Chg. Vol

FRAGRANCE 614.4 100.0 7.9 4,199.7 -2.7

DEODORANT 470.0 76.5 6.9 3,680.6 -3.9


LAYERS SHOT 16.6 2.7 206.0 110.2 192.6 LAYERS

WOTTAGIRL 6.4 1.0 175.7 43.0 168.9

EVA 18.4 3.0 18.3 160.0 1.1

WIPRO CONS PRODS 15.8 2.6 -18.9 139.9 -23.3

YARDLEY 13.7 2.2 -5.7 119.7 -10.3 SANTOOR 1.6 0.3 -61.6 15.1 -61.8


DENVER 9.8 1.6 25.1 80.7 18.6 ENVY 4.0 0.6 -17.8 27.8 -21.1

52 | P a g e

WEST ZONE RURAL

INSIGHTS

Envy is valued at 1.7 crores having a market share of 1.8% and declining with a negative


Denver is valued at 1.0 crores and declining with a negative growth rate in terms of value

and volume. Layers shot is valued at 1.4 crores in the market having a market share of 1.5 % and

growing with a very high growth rate of 284.3 & 263.4% both in terms of value and

volume.


of 343.5% and 306.6% both in terms of value and volume.

Yardley is valued at 0.2 crores in the market and growing with a positive growth rate of

45.0 & 40.5 both in terms of value and volume.

Santoor is valued at 0.8 crores and declining with a negative growth rate of -3.7% & -

6.7%.

Eva is valued at 1.5 crores having a market share of 1.6% and growing with a positive

growth rate of 115.4% & 99.6%

West zone rural 2015 Value in Rs. Crs MS Val% % Chg. Val Volume in Tons % Chg. Vol

FRAGRANCE 90.9 100.0 -5.3 541.6 -14.8

DEODORANT 51.1 56.2 -17.1 382.7 -23.3

VANESA CARE PVT LTD 2.8 3.0 -48.8 21.2 -50.4

ENVY 1.7 1.8 -47.3 12.5 -48.0 DENVER 1.0 1.1 -54.0 7.8 -56.2


LAYERS SHOT 1.4 1.5 284.3 9.2 263.4 LAYERS WOTTAGIRL 0.9 1.0 343.5 5.9 306.6

EVA 1.5 1.6 115.4 13.9 99.6

WIPRO CONSUMER

PRODUCTS

1.0

1.1

4.2

9.0

0.4

SANTOOR 0.8 0.9 -3.7 7.3 -6.7 YARDLEY 0.2 0.2 45.0 1.6 40.5

53 | P a g e

TOP BRANDS IN 150 ML CATEGORIES ALL INDIA (U+R)

39.4

27.1

16.8

15.1

14.3

12.7

J K ANSELL

J K…

MCNROE

HUL

MCNROE

T T K…

Top manufacturers All India (U+R) - YEC15(for 150

ml category)

Value in

Rs. Crs

All India (U+R) - YEC15

(for 150 ml category)

Manufacturer Brand Value in Rs.

Crs

MS

Val%

% Chg.

Val

Volume in

Tons MS Vol

% Chg.

Vol

Dealers in

'000s

FRAGRANCE

2,246.4 77.2 5.9 17,586.1 88.0 -3.7 1,267.8

J K ANSELL KAMA

SUTRA 39.4 1.4 3.6 318.1 1.6 0.5 140.8

J K HELENE CURTIS PARK

AVENUE 27.1 0.9 1.7 215.7 1.1 -0.6 77.4

MCNROE CONSUMER

PRODUCTS P LTD

WILD

STONE 16.8 0.6 -30.5 131.1 0.7 -34.4 98.8

HINDUSTAN UNILEVER

LIMITED AXE 15.1 0.5 -100.0 128.1 0.6 -100.0 84.1

T T K HEALTH CARE EVA 12.7 0.4 43.3 112.4 0.6 34.4 51.3

HINDUSTAN UNILEVER

LIMITED AXE 12.0 0.4 -9.6 99.8 0.5 -13.6 75.7

J K HELENE CURTIS PARK

AVENUE 11.0 0.4 7.0 71.8 0.4 4.7 23.7

From the above figure you can

see the list of top brands and

manufacturers present in 150ml

Category and their

performance.

JK ANSELL is at the top in 150

ml segments.

But it is driven by TTK

healthcare with a higher growth

rate in terms of volume.

Wipro is not present in top 10

brands for 1501 ml segment.

54 | P a g e

BASEPACK SIZE PERFORMANCE ALL INDIA (U+R)

From the above figure you can see the growth in terms of value and volume of different

segments. Their consumption in terms of volume & value in terms of crores.

150 ml segments are having a negative growth rate in terms of Val and vol both.

The segments which are growing are 135,122,100 with a very high positive growth rate.

-14.8

23.4

-13.1

244.6

1.8

328.6

120.2 10.4 20.5

YEC15

All India (U+R) - YEC15-Basepacksize Performance 200.00

165.00

150.00

135.00

125.00

122.00

100.00

75.00

120.00

All India (U+R) -

YEC15

Value in Rs.


Volume in


Dealers in

'000s

FRAGRANCE -

DEODORANT 100.0 77.2 5.9 17,586.1 88.0 -3.7 1,267.8

150.00 47.1 36.3 -13.1 9,178.8 45.9 -17.6 7,402.6

120.00 21.3 16.4 20.5 2,808.3 14.1 13.8 2,698.3

165.00 8.4 6.5 23.4 1,747.0 8.7 11.7 851.4

135.00 4.1 3.2 244.6 622.4 3.1 235.4 676.2

125.00 3.6 2.8 1.8 786.4 3.9 -4.8 740.4

122.00 3.6 2.8 328.6 442.1 2.2 326.8 393.1

100.00 1.2 0.9 120.2 153.5 0.8 66.0 375.7

Values highlighted in

the represent the

negative growth rate of

particular base pack

size.

Those highlighted in

yellow represents the

higher growth rate.

55 | P a g e

WIPRO BASEPACK SIZE PERFORMANCE ALL INDIA (U+R) 2015

From the above figure you can see that Wipro is present only in 150 ml segments their

From the above figure you can see that Wipro is present only in 150 ml segments their

main sales is coming from 150 ml segments.

Out of 77.7 crores they are getting 76.9 crores from 150 ml segment.

From the figure you can see that 150 ml segment is declining with a very high negative

growth rate this is another reason Wipro is decreasing its market share and presence.

Segments which are growing 100& 50 ml package with a growth rate of 130.0 which is

very high.

76.9 0.6 0.1 0.1

677.6

10.6 0.4 0.3

150.00 75.00 125.00 100.00

All India (U+R) - YEC15(Wipro)

Value in

Rs. Crs

Volume in

Tons

YEC 2015

Value in Rs.


Volume in


Dealers in

'000s

Wipro 77.8 2.7 -11.0 689.1 3.4 -14.7 176.5

150.00 76.9 2.6 -10.6 677.6 3.4 -15.0 471.8

75.00 0.6 0.0 -51.2 10.6 0.1 7.7 7.9

125.00 0.1 0.0 4.6 0.4 0.0 17.2 0.6

100.00 0.1 0.0 26.8 0.3 0.0 130.0 0.7

50.00 0.0 0.0 24.8 0.1 0.0 11.7 0.3

70.00 0.0 0.0 -100.0 0.0 0.0 -100.0 NA

35.00 0.0 0.0 -75.8 0.1 0.0 -43.6 0.2

56 | P a g e

Nielsen Store Observations

Nielsen Store Observations is the market leader in custom, in store research for consumer

product manufacturers. Understand what consumers observe at the shelf and monitor promotion

activity, to test and analyze the impact of proposed planogram on the consumer or to evaluate if

new product available and visible in a live in-store environment.

Key Benefits of store observation:

See what consumers see in-store and understand how that translates to sales and

opportunities. To increase the market share and sales.

Understand what consumer observes at shelf what are their preference what they buy.

Work more effectively with the retailers to ensure that proposed products and promotion

plans are worked out properly.

Monitor promotion activity.

Store Observation helps answer client about Business issues like

New product introduction

Line extension

Package change

Pricing

In-store merchandising

Product distribution and display

Trade compliance

Sales force effectiveness

Out-of-stock evaluation,Product restage ,Shelf location, Return on investment

57 | P a g e

Channels in store observation

There are four main channels in store observation and these four channels have different micro

channels under them.

Off premise

Prestige on premise

Premium on premise

Premium on premise with off characteristic

STORE OBSERVATION PROCESS

The first step is auditor enters the channel type and captures the GPS coordinates of the

store location in the SO application.

Pre-loaded questions are answered and wherever photographs are required he captures it

basically to look for negative incident, branding elements etc.

Check for Visibility of USL+Diageo signage from outside the store

Check elements like Flex Board/Glow Sign Board, Gate Arch, Standees, and Flanges are

present or not.

Check if Branding elements inside the store are present or not.

Ex: Branded Racks, Chillers, Gondolas, Bottle Glorifier, Bottle Stand etc.

Check for Price communication for Royal Challenge or McDowell's No.1 is present or

not it can be in the form of – Brands price list, price on bottleneck, Posters etc.

Check if USL + Diageo products are dust free? If not take a picture

Check if USL + Diageo products placed in order of premiumness?

Ex: first 750 ml the n 1l according to brand premiumness in a correct order like first JW

red label, black label etc.

Check if brand families are placed together and in a correct order of their premiumness.

These are the major brands of USL + DIAGEO and there order for planograming.

MAJOR BRANDS

Black Dog (Black Dog Black Reserve, Black Dog Triple Gold Reserve)

58 | P a g e

Smirnoff Vodka (Smirnoff Regular Vodka, Smirnoff Flavours)

McDowell's No1 (McDowell's No. 1 Whisky, McDowell's No.1 Diet

mate, McDowell's No. 1 Platinum)

Check for USL + Diageo all sku are present or not if not mention it

(2L, 1L, 750ml, 375ml, 180ml, 90ml, 60ml and 30ml.)

Check and Count of front facings of all brands in the shelf.

Check if the outlet has a beer chiller?

Capture relevant photos required for particular questions. For all the channels

Submit the survey if all the details are captured.

BRAND LIST

Segment Category USL – Diageo

Single Malts

Single Malt Singleton 12

Single Malt Talisker

Luxury

Scotch Whisky Johnnie Walker family - Double Black, Gold,

Platinum, Blue

Scotch Whisky Johnnie Walker Black Label

Scotch Whisky Johnnie Walker Red Label

Vodka Ciroc Vodka

Vodka Ketel One

Premium

Scotch Whisky Vat Black

Scotch Whisky Black Dog Triple Reserve

Scotch Whisky Black & White

Scotch Whisky Black Dog Black Reserve

Scotch Whisky Vat 69

59 | P a g e

Vodka Smirnoff All Flavours

Vodka Smirnoff Red

Prestige

Whisky Antiquity Blue Whisky

Whisky Signature Rare Whisky

Whisky Signature Premier Whisky

Whisky Royal Challenge Whisky

Whisky Mc Dowells No 1 Platinum

60 | P a g e

Dash Board use for store observation

Using these dash board you can navigate and access the information

Regarding different channels. For different months and quarter.

Using these dash board you can select different market on the basis

Of Tier type and micro channels.

You can see information like outlet score at all India level.

Monthly report at RPC that is cluster level. Both in the form of graphical and tabular

form. Access information about TSE level.

Select Time

period – month/

quarter

Select channel All India outlet

score

QDVP3 metrics

Graphical

representation of

monthly RPC level

Outlet score

Tabular presentation

of monthly RPC level

outlet score.

61 | P a g e

Reports

These are the reports generated for clients to help them understand the business issues

and help them to plan their strategies for their brands.

Availability report helps to understand the availability of all the brands and different sku

present in the particular store.

Gap report provides information about the no of stores where your competitor is present

and you are not present

MSL compliance report will provide information about the presence of must stock list in

different stores by TSE

MSLBRAND report will provide information about the presence of brands at sku level in

store.

Shelf share report will provide information about different sku within brand family what

is the shelf share they occupied.

Shelf share (RC Vs RS) this report provide information about no of stores where sku of

RC is greater than, equal, or lesser than RS.

Shelf share store level report provides information on USL+ DIAGEO brands how

much shelf share they covered in different stores.

Availability Report

Availability of various

brands at SKU level in

stores for USL +

Diageo and competition

Gap Report

Gives information on number of outlets where USL + Diageo SKUs are not

available and competition SKUs are available

MSL Compliance (User Level) Report

Gives the MSL compliance of stores covered by different

TSEs

MSL Brand – SKU Wise Report

Gives the MSL compliance of stores at

Brand – SKU level

Shelf Share (Over All)

Gives the shelf share of various SKUs within the brand family and brands

across the total shelf space

Shelf Share (RCRS)

Gives number of outlets where SKUs for RCW is (i)

greater than,

(ii) Equal to or

(iii) Lesser than RSW

Shelf Share (Store Level)

Gives the shelf share of USL + Diageo brands in stores covered

by different TSEs

62 | P a g e

Annexure

Nielsen India Pvt Ltd

Whether you're eyeing markets in the next town or across continents, Nielsen understand the

importance of knowing what consumers watch and buy. That's their passion and the very heart

of their business.

Nielsen study consumers in more than 100 countries to give you the most complete view of

trends and habits worldwide. And they are constantly evolving, not only in terms of where they

measure, or who they measure, but in how their insights can help you drive profitable growth.

Whether your business is a multinational enterprise or a single storefront, they believe innovation

is the key to success, in both what you create and how you market your products and

ideas. That's why they continue to develop better solutions to help you meet the needs of today's

consumers, and find out where they're headed next So let's put our heads together. They'll bring

their insight to your business and help you grow.

WHAT WE MEASURE

RETAIL

ONLINE

GLOBAL CONSUMER CONFIDENCE

DIGITAL

FOUR PILLARS OF NIELSEN

SIMPLE

OPEN

INTEGRATED

INNOVATION

63 | P a g e

RMS METHODOLOGY

RETAIL MARKET MEASUREMENT

The market can be understood by studying the Population Census (commonly available

from Government agencies) and by profiling the Retail stores in the market

With the understanding of Market Universe, we can then use a Sample based

methodology to measure data for the entire market…

Which

companies/

brands are

present in the

market?

How much business (value/volume) do these brands do?

How are these brands

distributed in the market?

What is the market share of

each brand?

64 | P a g e

Wipro consumer care

Introduction

Wipro Consumer Care business includes soaps, toiletries, personal care products, baby care

products, wellness products, electrical wire devices, domestic and commercial lighting and

modular office furniture. They have a strong brand presence with significant market share in

identified segments. In addition, they have a strong presence in the personal care and skin care

products market in South-East Asia and Middle-East.

Wipro Consumer Care (WCCLG) is today among the top FMCG companies and amongst the

fastest 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 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

Yardley and LD Wax sons. The key brands include – Santoor (a Toilet soap brand with

extensions in talcum powder, Hand wash, Face wash, 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).

Personal care

Wipro consumer Product is valued at INR 77.7 crores with a market share of 2.7% which

got decreased from last year 87.4 crores with a rate of -11.4.

Growth in terms of volume for the year 2015 its declining with the rate of -14.67%

Yardley, santoor, aramusk are the major brands of Wipro consumer care.

65 | P a g e

Out of total contribution from Wipro major contributor is Yardley with a contribution of

59.5 crores in India for the year 2015 after that santoor valued at 14.3 is the major

contributor for Wipro consumer care.

All India

2015

Value in

crores

MS %

VAL

% Chg.

Val

Vol in

Tons

MS

VOL

% Chg.

Vol

Dealers

in000‟s

Avg

Price/ unit

Yardley 59.5 2.0 -2.5 519.2 2.6 -6.68 109.6 171.7

Santoor 14.3 0.5 -36.3 127.8 0.6 -39.32 74.2 166.2

Aramusk 3.1 0.1 -2.3 35.4 0.2 -2.6 11.6 173.3

66 | P a g e

References:

www.nielsen.com

An article from Mintel Market Size on Deodorant and Fragrance industry January

2016.

An article from Data monitor (March 2015) , Deodorants Market In India .

SPRAY (JAN 2012) – “AN ATTRACTIVE REVENUE PRODUCER –

competition in the lucrative body spray market increase as key marketers .

www.wiproconsumercare.com

An article from Times Of India on “ INSIGHTS INTO MEN IN THE HEALTH

AND FRAGRANCE INDUSTRY”

HISTORY AND DEVELOPMENT OF DEODORANTS Eko.2011 –

www.idshvoong.com

An article from Novorous on helath and side effects of deodorants health and

dermatology .Medicine / health/dermatology at www.mandom.co.id

An article from EUROMONITOR on types and advantages & Disadvanatges of

deodorants

Marketing Management 14th

Edition : Kotler , Kelly , Koshy, Jha.

http://www.nielsen.com/

http://www.wiproconsumercare.com/

http://www.mandom.co.id/

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