Philips

The male grooming market is set to surpass the female grooming market in India.

Some of the top players in this segment are Panasonic, Nova, Syska, Havells, Philips, Braun and many more..

But it has been a one-sided game for Philips. Having more than 50% of the market share, it is way ahead of it's competitors.





Some reasons why Philips has been in the leading position :

🚀 Perfect category segmentation covering all price points which caters to every consumer class.
🚀 Offline retail positioning along with enhanced online shopping experience.
🚀 Peer to Peer marketing targeting college students, young working professionals and imparting grooming lessons within them. 
🚀 Partnering with right influencer i.e Virat Kohli who has been the unofficial flag bearer of beard trend. ( Product launch of Philips OneBlade with him.)
🚀 Campaign activation to celebrate various occasions to stay connected with audience, promotional strategies with popular channels i.e MensXP, GQ

Here is one of the recent campaign that Philips did on Father's Day. 




Mysore Sandal Soap

What is that one brand that our parents will answer when asked about brand recall of soaps ?

No, it’s not Lux, nor Dove, neither Pears, or Santoor. The answer would be Mysore Sandal Soap.

After a small encounter with this brand few days back and reading a lot of posts on soap market of India here on Linkedin, I decided to know the company more.

Some Interesting facts :

🚩The Mysore Sandal Soap is manufactured by the Karnataka Soaps and Detergents Ltd. (KSDL) run by the state which recently completed 102 years of operations.
🚩Only soap in the world that is made from 100% pure sandalwood oil and has its proprietary geographical indication tag on the product.
🚩The soap factory of KSDL in Bengaluru has the capacity of producing 26,000 tonnes of soap every year, one of the largest of its kind in the country.
🚩85% sales comes from south and rest comes from the export to foreign countries.
🚩KSDL’s portfolio consists of more than 30 different products, ranging from sandal oil, incense sticks, detergents, cosmetics, hand washes and other miscellaneous sandalwood items.

Despite having less market share in the toilet soap category, Wipro had eyed to acquire KSDL because of the sandalwood reserves which is used for making the products. 

A major reason why the brand hasn’t been the talk of the town owes to less marketing and advertisement measures taken despite the brand gaining consistent profits YOY. The pandemic has opened up new channels for less known players to capture the market and it would be interesting to see how they are able to retain the consumers.