Market Buzz

Zuska Make a Smart Move

Introduction:
Zuska is a brand from Zodhita Pharmaceuticals - a Mumbai based Pharma company. The company has mega plans to conquer large share of the Rs 700 crore Indian Deo spray market. Its a company where personal care is not merely a business project to venture into, but a passion born out of time and effort spent in identifying inherent, unaddressed needs of the consumer. Established officially in 2008, Zodhitas India operations are based out of Mumbai, in collaboration with a US based pharmaceutical company that provides state-of-the-art R&D and manufacturing services. The brainchild of a US-born scientist-entrepreneur of Indian origin who has spent years in the pharmaceutical and personal care business; not to mention travelling across India in an attempt to understand the actual consumer, Zodhita aims to bring change in the health, hygiene and personal care category. The motto of the brand Zuska is Innovating for a healthier society and cleaner environment.

Vision:
At Zodhita, we are committed to creating superior consumer value by providing total scientific solutions to existing and emerging consumer needs in the health & personal care category. We will achieve this through constant innovation to create quality products that inspire trust, delivered with passion.

Mission:
To be a world class health & personal care company by 2012 and be recognized as a leader and innovator in the industry. Our strength lies in customer satisfaction and maintenance of our brand image, supplanted by a committed resolve to continually care for the needs of our customers, employees, suppliers, stakeholders and society as a whole.

Trend-setters in deodorant Market:

The deodorant market in India is showing an upward trend as major players tap this segment. The growing income and increased expenditure capacity of average Indian consumers have changed their lifestyle habits. Deodorant market in India is estimated to be of Rs 10,543.3 million in 2011 and is expected to reach Rs 13, 340.7 million by the year 2012. The deodorant market is projected to grow at 25 per cent CAGR over next 5 years. The deodorant market is divided into categories such as Deodorant Rollo-ons and Deodorants Sprays. However, the market is mainly dominated by the Body Spray categories. As per market research firm, Euromonitor, the market size of Deodorant Sprays is estimated to be Rs 10,421.7 million as compared to Roll-ons which has the market value of Rs 121.6 million in the year 2011.

Segmentation:
The segmentation has been done Demographically . The segmentation factors are given below: Age Gender Income Occupation Social standards

Targeting:
Zodhitas launch in the Indian market sets the ball rolling for the brands international launch. With some of its products having been already placed in the US, the company will be launched in other SAARC markets in the next six months. They aim to capture 5 per cent of the market share of the estimated Rs 700 crore deodorant spray markets; whereas the stick market is a new category and Zodhita will be the first entrant in this category in India. estimated the market size to grow into Rs 100 crore over the next 1-2 years, and aim to capture 80 per cent of the market share and their target market is 22-35 age group. The foot spray was a new category in the country, the market must be developed first. Zodhita aims to make its deo soap a Rs 50-crore brand in the next 2-3 years. The target group for the Zuska range is the 18-20 age group.

Contd:
The outdoor and ATL promotions for Zuska are set to commence from the first week of June. Activations in multiplexes will be initiated by the end of June. Zuska also plans to tie up with Meru Cab Services for promotions. On a particular day, 15 cabs will run in a chosen city, back to back and will have promoters inside the cab promoting the brand to on-lookers. Zuska will be majorly marketed in the cities of Delhi, Mumbai, Bengaluru and Hyderabad. The aim is to maximize the return on investment. We already possess a strong marketing team. We plan to build an in-house activation team that will conceptualize and execute activations for Zuska. In some places or instances, we will also be working with an event agency, if required.

Positioning:
They will be spending Rs 10 crore in the next six months on the Zuska range of personal products. A 360 degree initiative for the brand, including TV, print, social media, OOH, BTL activities and viral marketing will be undertaken and there are plans to get in to ecommerce initiatives and Internet buying soon. The solace about Zuska is that brand owners had tried to bring in some differentiation on this brand by bringing in the dreaded Bacteria that is blamed for the bad smell of the sweat. Since bacteria neither have a union nor it can fast unto death, one should believe the claims of the brand. According to the brand, sweat does not have smell, it is the bacteria that causes the foul smell. Zuska will act as a barrier and will not allow the bacteria into the skin and thus prevent the sweat smell from happening. At last some brand is talking about something other than attracting females.

Zuska Ads:

Differentiation:
The USP of the brand is its anti-bacterial properties which is first in the category. The brand has to be congratulated for bringing in such a thought. The brand is also trying to differentiate using the form factor . Zuska is focusing on Deo Stick rather than body sprays in the commercials. Zuska has bodyspray in the product line but seems to recreate the category of deo sticks. Zuska also is differentiating itself using packaging. The package is new and standsout from the rest of the deo brands.

Product Portfolio:
New Launch Skin whitening deodorant Traditionally, the Indian consumers have desired for the fair skin. Targeting the same nerve of Indian consumers, Nivea has recently launched a new skin-lightening underarm deodorant targeted at young Indian women, which it claims is a global innovation in the category. Most brands introduce new variants based on fragrances every few months. However, Nivea has consciously stayed away from this route and has built new variants based on strong consumer insights and functional need gaps identified in the market place, says Rakshit Hargave, MD, Nivea India. The company confirms that its deodorant is highest performing for Nivea India. The new product is available in aerosol spray form, priced at Rs 179 for 150 ml, and a roll-on for Rs 165 for 50 ml. Fragrance retention deodorant Elder Health Care Limited, leading manufacturer and marketer of personal care products, has further expanded its male grooming products portfolio with the launch of Octane range of deodorants. Octane has been positioned as a premium product priced at Rs 175 for a 150 ml can which promises of high fragrance retention deodorant. Anti-perspirant deodorant HUL, the category leader in this segment, brought another innovation in the deodorant category by launching Sure brand in the mid of year 2010. With Sure, it launched the antiperspirant deodorant category in India. The Sure anti-perspirant range is available as roll-ons and in aerosol cans. Sure is priced at a reasonable price of Rs 65 for 40 ml and Rs 40 for 25 ml packaging. Deodorant sticks Zodhita Health Solutions Pvt Ltd, a US based personal care company, launched last year in India Zuska range of personal products, which includes, deodorant, antiperspirant sprays and deodorant sticks. With Zuska deodorant sticks, the company establishes the stick deodorant market in India. The deodorant sprays are available in 150 ml can, priced at Rs 210 and the sticks are priced at Rs 225 for a 50 gm pack.

Zuska deodorant varieties:

DEO PLUS ANTIPERSPIRANT STICK FOR GUYS 57Gms

DEO PLUS ANTIPERSPIRANT STICK FOR GUYS 57Gms

DEO PLUS ANTIPERSPIRANT STICK FOR GALS 57Gms

DEO PLUS ANTIPERSPIRANT STICK FOR GALS 57Gms

Thanking You..!!