Brand Management Individual Assignment: Spinz

SUBMITTED TO: SUBMITTED BY:

Prof. Rajeev Kamble Rahul Parate

Associate Professor Roll No. 2014216

IMT Nagpur Section: C2D1

Brand: Spinz

Company: CavinKare

Introduction

Spinz is India's very own brand of perfume. The brand once the market leader had lost out of the

race at one point of time is trying to make a comeback in the fiercely competitive Indian market.

The brand inspired by spin bowling, and hence, called

Spinz, was launched in 1997 as a range of deos and talcs

for women. The brand was an instant hit in the Indian

market was strongly associated with fragrance.

Deodorant comes under personal care category, but

unlike the norm in personal care which is generally

dominated by women; deodorant market is

dominated by Men. Around 69 percent of the market is controlled by Men’s deodorant

products, and 31 percent of the market is accounted for by women's deodorants. Indian women

have traditionally preferred perfumes and talcum powders to deodorants, but this is changing

slowly. Women segment is still an untapped category with enormous growth potential.

Between 2009 and 2014, the market size of deos jumped from Rs 500 crore to Rs 2,300 crore. The

deo market is growing at around 18 per cent annually, and the growth in rural markets that account

for a tenth of deo sales, is 29 per cent.

Positioning

Spinz, which covers fragrance range (that is, perfumes and deodorants) and talcum powder, has a

youthful, lively and trendy positioning.

CavinKare saw opportunity for a brand that was reasonably priced and ensured good quality to the

consumers. That gap gave birth to the Spinz brand. Spinz was positioned on the basis of

fragrance. The brand also lived up to the positioning and offered exciting fragrances but priced

reasonably. The brand also experimented with packaging. Cavinkare was the first firm to

popularize sachet in shampoos (Velvette was owned by Cavinkare's founder's father). The

company tried to make perfumes affordable by introducing sachet perfumes for a price of Rs 10.

The company also introduced one time use sachet for Rs 2. All these efforts was to increase the

penetration of the category as such. The brand also tried to create a Spinz day to popularize

perfumes. Feb 12 was marketed as fragrance day but that initiative did not became that popular.

Buoyed by the positive response of Spinz perfumes, the brand extended itself to talcum powders.

The Indian talcum powder market is worth around Rs. 3.5 billion is dominated by Ponds from

HUL. Spinz talcum powder was positioned on the same platform as the perfumes. The brand has

its stronghold in South India.

Spinz perfumes faced lot of problems during early 2000. The reports suggest that the brand faced

lot of packaging issues that prevented it from further growth. In 2005, the brand was rejuvenated.

Cavinkare has put new vigor into the brand. The company has roped in South Indian Film actress

Ms Asin to endorse the brand. In the new avatar, Spinz is being positioned as a young cheerful

modern bubbly brand. The brand retains its positioning based on the fragrance. The brand has

enough space to grow because of its excellent value proposition.

Urban consumers who are well-aware of the use of deodorants have started looking for secondary

benefits from the deodorants, such as anti-perspirant, underarm skin whitening and alcohol-free.

Spinz has targeted the larger young population of the country and in the process it has also added

dynamism and excitement to an erstwhile boring category of talcum powders.

Brand Target Segment Positioning

Path

Ultimate Positioning

Ponds DFT Middle-Aged Women Freshness Confidence in social interactions

Ponds Magic Young Women Fragrance Attraction of Opposite Sex

Spinz Teenagers Fragrance Life Non Stop Fun

Spinz as a brand that is associated with fun, a positioning that is not taken by anybody in the talcum

market.

Problem faced by Spinz

Response from market was good. Great going till here… But consumers still were not buying the

product (4-5% market share… growth rates were good, but with that kind of differentiated

positioning, the potential was much higher), and the marketing team was left wondering what went

wrong.

Well this is a typical case of undifferentiated positioning path. While the final desired

positioning is pretty clear and differentiated; the way TVC’s reach that path is not. To make matters

worse, the TVC’s of Spinz only remind about the Ponds advertisements. Also, the fragrance of

Spinz in market is Rose and Lavendar, the two fragrances ponds is known for. So again no

differentiation here. They should change their positioning path to something else instead of

fragrance.

Spinz perfume has a 5.8 per market share (all-India), while down south it is slightly better off with

7 per cent share. In deodorants, it has a 3.5 per cent share all-India, which is again higher in the

south at 5.2 per cent. It is more focused towards the south India not pan India.

Features of Spinz & its Competitors

Spinz: A non-alcoholic perfumed deo body spray, Fragrance sourced from the finest perfumery

houses across the world, long lasting fragrance

Dove: Antiperspirant, No marks on clothes, No dark underarms, Light fresh fragrance

Santoor: Unique formulation of triclosan controls body odour, long lasting fragrance, Alluring

petal design pack

Nivea: 0% Alcohol (mild), Repairs your skin, Colorant free formula, Pearl extracts/ Silver ions*,

Anti-bacterial effect*, 48hrs protection against sweat*

Spinz does not have any points of parity feature in their brand to present in the women segment.

The industry is mainly dominated by long lasting fragrances because people think strong

fragrances stay longer. This category faces three types of consumers - loyalists and semi-loyalists

and then there are ‘hunter’ consumers. The bulk consumers belong to the segment of loyalists and

semi-loyalists consumers who like to experiment with new fragrances and packaging.

Brand personality

Spinz is a popular, young and urban brand. The brand symbolizes a person who wants to enjoy life

non – stop. Ms. ASIN, has been signed as the brand ambassador as she fits in perfectly to the brand

personality of being young, bubbly and energetic. In 2009, Bollywood diva Genelia as the brand

ambassador replacing Asin. Later on, rising star Parineeti Chopra has been appointed as the new

brand ambassador for Spinz. She embodies and reflects the contemporary girl of today- Fresh Face,

High Spirited, Easy Going and Bustling with Energy.

Young

Modern

Active

Outdoor

Cheerful

Friendly

Freedom within the band

softness and gentleness

Changes required to strengthen brand

They should be focused on Freshness as well as Antiperspirant features because it has brand

personality of outdoor and the characteristics of this segment should have antiperspirant features.

Spinz known for the women brand so it should stick to it, not indulge into the men’s segment. It

will diminish the brand positioning as well as personality.

The target audience for this brand is youngsters who are between 17 to 23 years old and the

characteristics of this segment are:

They are more of an experimenting group

Seek attention and want to be trendy

Curious and explorative

So Cavinkare may include sensual features in this brand, “freshness with sensual behavior”.

Although this sensual behavior approach is still not tapped in the women deo segment, it gives a

new edge to the brand. Also this will differentiate the brand compare to competitors.

Clear product innovation to fill the gap, clear advertising communication and a clear win.

Fragrances always talk about attraction that it creates around you. But the difference lies in how

does one goes about communicating that message.