50 over 50 -Whisper (LB Mumbai) - Copy 2

FASTFOOD RECHARGE

FASTFOOD RECHARGE FASTFOOD RECHARGE

RECHARGE FASTFOOD FASTFOOD

FASTFOOD FASTFOOD FASTFOOD

OVER 50
GETTING HER TO PART WITH RS. 50 MORE FOR
INVISIBLE PROTECTION

A NOTE FROM THE AUTHORS

With just 12% penetration, everyone wants a piece of the growing Indian sanitary
napkin market and Whisper, the market leader, is under attack. The last few years
have seen an emergence of aggressive players who are targeting our consumers,
mimicing our benefits and most significantly - pricing themselves at INR 50 lower
than our flagship product Ultra Clean.

In this scenario where the notoriously value conscious Indian woman is presented
with ample economical offers, how does one justify a 167% premium for an
apparently invisible product? More curiously, we also knew that there was a
whole host of products & services priced above INR 50 that our potential
consumers were willing to spend on.

The question was why them and not us?

50 over 50 is a study that aims to answer the proverbial question –

what do women think before they buy? Why do they see value in some things and
not in others? With hours of consumer immersions, ethnography and research,
we identified key triggers and insights that added to the perceived value of
products our potential consumers spent on.

As a result, we conceptualized a new breed of value-delivering product & brand
recommendations for Whisper Ultra Clean, building a marketing pipeline
for the immediate future.

Brand Dilemma 50 over 50 These are 50 of her A look at what’s trending What she spends and
favourite things in her life how Whisper can give
-Business Objective
-Research Objective her the same value
-Methodology
-Markets -Looking for quick fixes In Conclusion
-The Girls -Creating an identity
-Breaking Monotony Summary of
-Feeling good recommendations
-Being versatile
-Being appreciated The Way Forward
-Avoiding embarrassment
in front of peers

Appendix

INDEX

Brand
Dilemma

forWhisper,

a market leader

Decades is

NO LONGER

the Obvious

Choice

Value share JFM AMJ JAS OND JFM APR
(%) 14 14 14 14 15 15

60 Whisper 16.7 16.3 15.8 14.7 14.8 14.3
Ultra
59 Clean

58

57 56.7 56.8 56.8 56.7 56.8
56 56.5

55 55

Value share Whisper 55 54.3 54.8
(%) 54 54.3

53.9 53.6 53.9

53.3

53

53.8

52

51 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr
50

`14 `14 `14 `14 `14 `14 `14 `14 `14 `14 `14 `14 `15 `15 `15 `15

Declining market share of Whisper,

[1]

driven by de-growth in Whisper Ultra Clean

A Growing

Femcare category provides

fertile ground for

NEW entrants

Currently at Rs. 2924 cr.(450mn USD),
the Indian sanitary napkin market is
growing at an exhilarating rate
of 25% per year.

This, along with the fact that only 12% of
the 355mn menstruating women in
India use sanitary napkins,
presents tremendous opportunity
to grow in this category

[2]

Aggressive Product and Competition Similar Imagery to
Promotional strategies Whisper
is wooing
consumers Wearing whites

with Similar torture tests

New brand launches Stayfree from J&J grew about Similar protagonists
6 points from 2014-15, with a current
SIntacyrfereaese in media Ssopfeynds
beyond television market share of 36.0%

Unicharm Sofy’s share almost doubled
from 2014-15, with a current
market share of 2.8%

[3]

And available at Rs. 50 less than Whisper Ultra Clean

Rs. 50

is about

0.80 U.S. Dollars

But capable of Traditionally India has been a value
influencing the choices conscious nation where maximizing
of the value conscious
Indian consumer every penny is ingrained in the
mindset of consumers
accross income groups

To them it is not about the price
they pay, but about the

maximum benefits they can get
at that price that makes
a difference

Rs.50 According to past
studies, as long as
smaonreitaforry napkins?? a sanitary napkin
`does the job’, consumers
NO WAY...!!
don’t see a
“Jo dikhta hi nahi hai uske perceivable difference
liye itna zyada paisa kyu dena ?”
between brands
(”Why should I pay so much more for something that is invisible?”)
They would
rather make
`minor adjustments’
and make do with an
inferior product instead
of spending more
on something better

They are unaware of the
benefits of a sanitary napkin,
over and above no staining,

which is the only visible
consequence from using

the category

Hence with the average price of competitive
sanitary napkins at Rs.30, to get the consumer to

pay Rs.50 more for Whisper Ultra Clean in
an invisible category is a massive challenge

The Whisper needs to convince
users of competitive products
Need of The to switch to Whisper Ultra Clean,

Hour which is miles ahead
of its competitors
Make Whisper relevant
to this value conscious market in terms of superiority

For that, the brand
needs to justify the premium
it is charging over the other brands

currently in the market

It needs to give the value
conscious Indian consumer
enough tangible reasons to
pay about Rs. 50 more than

her current product

THE Spending

DICHOTOMY power of

[11] Indians have

Average spends by online shoppers in India to rise by increased

67% in 2015 [4]

[10] Spends by 16-21 yr olds has increased

Indians are planning to spend on an average of 300%by since 2003.

Rs.2,55,100 on travel in 2015 13% [5]
17%Up by of smartphones belong to
the 18 - 24 yr age group.

[9] growth Yet 8% [6]
of smartphones
50%Apparel brands see They belong to
the 25 - 30 yr age group.
are
be-grudging

Rs 50

more

in women's western wear 3G33GG3G

[8] [7] With the youth

Tablet unit sales 3G subscriptions driving purchases

1.9 million - up by 427% 23 million in 2012 in most categories
to 266 million in 2015

Yet

Existing studies indicate that
there are some consistent products and

services that the youth deem
important enough to part with

their not so generous
pocket money/salaries for

With the ingrained value conscious And then look at the
nature even in Generation Y, we possibility of marrying those
benefits to Whisper Ultra Clean
wanted to understand what benefits
they sought out of the

product and services they
couldn’t do without

50 Business ApfrpotolmyWtohhethisdeprreivcreaUrtseltgraorCielsean
Objective
OVER
Maintain/Increase market share of
50 Whisper, by convincing consumers

of cheaper competitive brands
to switch to Whisper Ultra Clean

Unfdoerrstpaurncdhvasaleuse drivers

Look at 50 indispensable Research
products and services, other than Objective

sanitary napkins To understand the value drivers
that govern purchase choices
for the potential consumers of

Whisper Ultra Clean

METHODOLOGY Primary
Research

Primary In-Depth Interviews
Research Friendship pairs

Secondary Mobile ethnography
Research for one month using
Whatsapp as the medium
- Mtv Curious Minds

-Mtv Youth Wallet
-Assocham Youth Study
-YouSumerism-Ernst and Young

-TR:OUTH 2015 by
Genesis Burson Marsteller
-Ford Driving Habits survey
-KPMG wellness sector report.

-AC Nielsen
-Online content and
information repositories

Markets DELHI

MUMBAI KOLKATA

BENGALURU

The Girls

Working women and students in
SEC A and B, in the age group of

20-24 years
A mix of Whisper Ultra Clean users,

lapsers and users of competitive
brands Stayfree Secure
and Sofy

THESE ARE
50 OF HER
FAVOURITE THINGS

50 OVER 50

CREAM RECHARGE

BODYWASH CONDITIONER FASTFOOD

SHAMPOO PERFUME

DEO NAIL PAINT HAIR SERUM At a glance
MOISTURISER
FACEWASH FACEWIPES
CHOCOLATE

HAND
SANITISER

MAGAZINE

COVER LANGUAGE
CLASSES

A LOOK AT
WHAT’S TRENDING

IN HER LIFE



The culture of cafes’ A Eating out is also one of
has increased the passions of today’s youth
cup of coffee
Rs.100 and some 15%
is what the youth spend on an Chitchat
average on just a cup of of their pocket money is
coffee today now being spent on
[12] food items

[13]

According to
Mtv Curious Minds 2014

15%

of the money spent by the youth
is on parties and friends

let’s

Dance the night

away

(and take take

some selfies )

Shall Movie going is big
among the youth
we go
to the 43%

Movies? watch movies once a month
watch movies once a week to

once a month

68%
[14]

Watching a movie in the theatre
has become expensive with a

20%

increase in ticket prices

[15]

Let's There were about According to Ford
Driving Habits survey,
get 103,000
55%
out of Indian students in the U.S.
in 2013-14, more than of young drivers in India claim to take
here double the number of more than one roadtrip every month
students 15 years ago
travel to weekend destinations atleast
[16] once in every four weeks

28%

According to
education consultants

40%

of their business comes from
undergraduates, up from only

15% two years ago

[17]

An AC Nielsen report It's
estimates the haircare market
time
in India to be at
to get
Rs. 36,30cr.
grooming
with an average annual growth of

20%

Popular Salon chai VLCC is [18]
growing at 30-35%

KPMG wellness sector
report projected the size
of India’s beauty and wellness

market to be

Rs. 80,370cr.

by 2017/18 from

Rs. 41,224 cr.
in 2012/13

“A kerastase ritual costs between Rs 1,000
to Rs 3,500, while the anti-hairloss

programme can cost between Rs 1,600 and
Rs 10,500.”

- Smira Bakshi, General Manager,
Kerastase India

According to reports, Look
the top activity in terms of
average monthly spends like a
by the youth today includes million

shopping for bucks

ACclocethsseosries

[19]

According to the
Mtv Youth Wallet data, upto

42%

of their monthly budget is
spent by women on clothes

and accessories

According to the
Assocham youth study,
expenses on cosmetic
applications have risen by

65%

for majority of the youth

Mirror
Mirror

on the

wall

The The last decade has been witness
to a steep rise in number
treadmill
of enrollments at fitness centres,
is my and these mostly constitute youngsters
bestfriend
aged between 16-28 years

Fitness industry in India [20]
is growing at
45%
20%YoY
of the members in gyms
[21] today are female

[22]

A The youth are spending on
better parallel study courses and
interesting hobby classes in
ME
order to explore
alternate professions where
they can pursue what they love

and still earn money

This is evident from the
interesting new training schools

that have come up in the
last few years to fuel
this trend

[23]

From photos of trips My According to
to night outs, or conversations with mobile, Mtv Curious Minds study,
friends, youth today live their entire
My 32%
lives through the one screen
they call their own - lifeline deem mobile phones as more
their mobile phones important than romance/sex

would trade off food for access for
mobile phones

23%

Most young people spend
anywhere between

Rs. 5,000
to

Rs. 35,000

for mobile annually

[24]

After shortlisting 50 products and services and
probing into their reasons for purchase, we clubbed the products and services

into specific value drivers for the consumers

WHY SHE SPENDS
&

HOW WHISPER CAN GIVE
HER THE SAME VALUE

LOOKING FACEWIPES
FOR
QUICK HAND
FIXES SANITISER

- The need to have quick fixes and instant solutions are stronger than ever FASTFOOD
for this “Oh yes abhi” (Live for now) generation

- Here is why
- The multi dimentional multitaskers of today need 28 hrs a day to tick
off their “To - do” list and no time to waste in-between
- With most things today available to them at the click of a button, convenience,
speed and ease of use has become hygiene

Hence anything which gives instant gratification in terms of solving a problem
or beingon-the-go, is a clear driver of value

WHAT SHE SAID...

“If I have a party to go to after work then one touch-up with a lipstick and kajal
and I am good to go. Hence you will always find those two things
in my bag.”

“It’s hard to always find places to wash hands, a hand sanitiser is therefore
so essential, it’s an on-the-go soap.”

“When in a hurry and in between classes, we prefer going to a
fast food place as they are way quicker with service than a
normal restaurant.”

HOW WHISPER CAN RIDE THIS TREND

PORTABILITY

Insight

Women like being equipped with
some sanitary napkins,

so that incase of sudden periods they don’t have
to hunt around/ask others for one.
However a whole pack of sanitary
napkins is bulky and not easy to
carry around

HOW WHISPER CAN RIDE THIS TREND

- What we purpose
Whisper Travel Pouch

Create a portable travel pack
of two that can be sold separately

or as a promotion with the
current packs

CREATING LANGUAGE
AN CLASSES

IDENTITY

- While they don’t want to stick around like a sore thumb among their peers, these
girls certainly want to create their own niche and be known for something

- Be it with a distinctive look, or with a distinctive taste in books, music, movies
or by achieving something that their peers haven’t

Hence anything that helps them shine among their peers is of value to them

WHAT SHE SAID...

“Everyone knew us as the red-lipstick group in college and we also got a
special prize and a picture collage on our farewell. We never expected this

because we don’t even study. But when we got this award we were like
very happy.”

“I am always up-to-date with the latest trends in fashion. My friends
always come to me for fashion advice. They completely follow my suggestions.

I usually pick out clothes for my girlfriends at the mall.
I like being their fashion manager.”

HOW WHISPER CAN RIDE THIS TREND

CUSTOMIZATION

Insight

Every woman believes that her periods are
different from that of her peer’s in terms of

the physical and mental
manifestations of it and also in

terms of her needs
from her pads

HOW WHISPER CAN RIDE THIS TREND

What we propose
Customizing her perfect period

experience

Tie-ups with e-commerce
websites like being juliet

for customization
of packs

-Personalized messages
with every pack

-`Design your own
wrapper’ contest

BREAKING FASTFOOD
MONOTONY

- The need to take a breather and change things up from time to time is stronger
than ever

Reason: Limited attention span, a mind open to experimenting and a plethora of
choices for things to do

Anything that helps break away from `the usual’ from time to time
is a great source of value

WHAT SHE SAID...

Neysa Mendes
Who: Currently based in Mumbai Neysa runs a
music and arts PR company called Little Big Nose and
is a little bit addicted to the arts. Everyday requires some whimsy.
“I think hair cuts are the simplest way to change things up, and
I like to experiment with a new one every few years.
It changes how you feel about yourself, its like
getting to be someone else.”

HOW WHISPER CAN RIDE THIS TREND

INTRODUCING
VARIETY IN PRODUCTS

Insight
All sanitary napkins ultimately
look similar and also talk the same

language, making them
undifferentiated and
the category
perceivably boring

HOW WHISPER CAN RIDE THIS TREND

What we propose Pad for Sensitive skin with
Whisper Limited Edition Vitamin E that will be
gentle on skin
Pad with
Sanitizer Core that can
kill germs and prevent
rashes and irritation

FEELING CHOCOLATE
GOOD

- The highly competitive environment that young women are dealing with, puts more
and more pressure on them to be their best selves and leads to them being
perennially stressed and wound up

- That is when they do things by themselves to feel good internally. This is their
`de-stressing time’ or `Me time’ when for short period of time they forget about all
tensions and indulge in feeling good

They see value in products and services that act as
a `pick me up’ when they are low

WHAT SHE SAID...

“It feels great to know that after a hard day’s work I have friends to go back to at
home and we can relax and unwind and charge ourselves for the next day.”

“I take breaks when work gets monotonous and surf social media or read different
articles...to distract myself from what I am doing and then get back to work with a fresh mind.”

“My tub of ice-cream is my best friend when I am low.”

“Going to the spa helps me forget about stress and just enjoy being pampered
for a change, instead of having people order me around for work.”

HOW WHISPER CAN RIDE THIS TREND

BE HER FRIEND

Insight
It is much easier for a woman

to tide over the discomfort
of periods, if there is someone who

understands what she is going
through and makes her feel
good when she is low
and lonely