The brand plans to have complete hair care range with beer as a key proposition and a sales turnover of Rs 75 crore in the next five years.
Already
having set foot in the men's grooming market with deodorants, perfumes,
shaving foam and skin care range, Denver decided to take a leap into
the hair care segment with'Denver Beer Shampoo'. Nikita Bothra caught
up with Saurabh Gupta, CMO, Denver India to find out more about the beer
shampoo and how the brand plans to position in the retail space. Edited
excerpts.
How would you define the market potential for shampoos (especially for men) in India?Currently,
the market size for shampoos in India is estimated at Rs. 4500 crore
and within this category, men's shampoo more so beer shampoo, which
Denver is betting on, is still a nascent one and has great growth
potential.
How would you peg its growth in India say in the next five years? We
are targeting Rs 15 crore in the first year. In the coming five years,
we envisage to have complete hair care under Denver with Beer as key
proposition and sales turnover of Rs 75 crore.
How would you define the USP of the brand? With
a blend of naturally derived ingredients, the Denver Beer shampoo turns
bathing into an easy one-step process of cleansing and conditioning
while also helping to conserve water at the same time. Denver is
promoting the idea of conditioning without a conditioner.
Could
you share with us the retail strategies you follow in terms of
promotions, displays and other in-store activities to connect with the
shoppers? Denver Beer shampoo will be available in
single-use sachets of 7 ml and other pack sizes including 100ml and
200ml bottles. In terms of the target audience, which is young college
goers and urban consumers within the age group of 16-34, the budget
allotted for the launch is approximately Rs 5 crore where the company
has rolled out an aggressive marketing campaign including a compelling
TVC, print ads, outdoors and POS. Additionally, we have joined hands
with Lexicon PR agency, Shop Advertising as the advertising agency and
with Alliance as the media buying agency.
Typically, shampoo
is a woman centric product category and very competitive on the shelf.
How do you plan to portray the beer shampoo for men in the retail
environment and attract Indian men for this product? Men are
not used to the traditional long regime of investing a lot of time on
at first shampooing and then rinsing it off with the conditioner.
Keeping this in view, the Beer Shampoo is very time-saving, as the key
ingredient - beer- works as a natural cleanser while effectively
conditioning it without the use of employing a separate conditioner. In
Africa, men have been using beer shampoo as a cleanser because they are
aware of its qualitative aspects. Hence, this is a totally men centric
product designed to suit the scalp, skin and texture of a man's hair.
Till
now, the beer shampoo has been received well across retail chains.
Initially, men had no choices but to opt for the same shampoos used by
women, as there were no shampoos designed especially for men. Now with
the option of such a product that promises hair care catering to that
segment, we are sure that men will try our product.
Tell us a little about your future plans in the pipelineWe
don't believe in competing with other brands, but look forward to grow
the beer category together. Therefore, it's important to understand the
category codes and mould our offerings accordingly. Hence, we did an
in-depth research and moulded our marketing mix accordingly. In coming
years, we wish to leverage conditioning qualities of beer and extend it
into other hair care categories as well.