ln assoclaLlon wlLh

resents

1nL DUkLk CASL S1UD
CCML1I1ICN










2
DUkLk IN INDIA : 1nL CA1LGCk NCkMALISA1ICN CnALLLNGL

1he Cr|g|n
8ecklLL 8encklser ls a 8rlLlsh mulLlnaLlonal consumer goods company wlLh brands llke ueLLol
(Lhe world's largesL-selllng anLlsepLlc), SLrepslls (Lhe world's largesL-selllng sore LhroaL
medlclne), veeL (Lhe world's largesL-selllng depllaLory brand), Alr Wlck (Lhe world's second-
largesL-selllng alr freshener), Calgon, Clearasll, CllllL 8ang, uurex, Lysol, and vanlsh ln lLs
porLfollo among many oLhers. 1he company enLered Lhe conLracepLlve markeL Lhrough Lhe
acqulslLlon of Lhe brand uurex globally ln november 2012.
uurex has been maklng Lhe hlghesL quallLy condoms for nearly 80 years. WlLh over 30 of
Lhe global branded condom markeL, lL ls Lhe number 1 condom brand ln Lhe world. Powever
desplLe havlng a domlnanL markeL poslLlon globally, Lhe brand faces a challenge Lo change
Lhe percepLlon of lndlan consumers and channel parLners regardlng sexual well-belng (male
conLracepLlve) ln order Lo normallse Lhe caLegory and drlve growLh. 1he currenL markeL
share of uurex ln lndla ls a mere 4 ln a markeL whlch ls under developed compared Lo
oLher markeLs ln Lerms of Lhe caLegory slze and growLh. 1he brand Leam acknowledges LhaL
Lhere ls a loL Lo be done Lo make Lhe brand a formldable player ln Lhe sexual well-belng
(male conLracepLlve) caLegory.
A recenL sLudy commlssloned by Lhe uurex brand markeLlng Leam has Lhrown-up some
lnLeresLlng facLs abouL Lhe caLegory dynamlcs and challenges ln markeLlng condoms ln lndla.
Whlle ponderlng over Lhe resulLs, Lhe Leam was clear abouL one Lhlng, LhaL Lo make a play
for Lhe leadershlp poslLlon ln Lhls caLegory someLhlng needs Lo be done Lo normallse Lhe
caLegory so as Lo expand lLs slze raLher Lhan [olnlng Lhe sales expanslon raL race. Powever,
Lhe blgger quesLlon was how Lo achleve caLegory normallsaLlon? 1he Leam was wonderlng
whaL learnlng can be drawn from Lhe sanlLary napkln caLegory success? Cr wheLher lL was aL
all posslble Lo do Lo Lhe sexual well-belng (male conLracepLlve) caLegory whaL has been
achleved ln case of sanlLary napkln caLegory? lf yes, how should one go abouL dolng lL?

Sexua| we||-be|ng, Sex Lducat|on and Contracept|ves: Ind|an kea||t|es
lndla belng Lhe second mosL populous counLry ln Lhe world wlLh a populaLlon of over 123
crores, lL would noL be lncorrecL Lo say LhaL Lhere ls a loL of sexual acLlvlLy ln lndla maklng lL

3
a naLural and huge markeL for producLs ln conLracepLlve and sexual well-belng caLegory.
Powever, Lhe soclo-culLural reallLles of lndla forbld a more expllclL approach Lo sex and sex
educaLlon slnce anclenL Llmes and nobody ls wllllng Lo Lalk abouL lL expllclLly. 1hough sex ls a
baslc blologlcal need, dlscusslon on sex and sexual well-belng ls sLlll absenL wlLhln Lhe
communlLy. Lven beLween parenLs and klds, Lhe passlng down of knowledge relaLed Lo safe
sex and sexual well-belng ls vlrLually absenL. So, Lhe only source of lnformaLlon Lo whlch
people ln lndla fall back on ls Lhe lnLerneL. Powever, noL only ls access Lo Lhe lnLerneL
llmlLed, mosL of Lhe conLenL avallable on Lhe neL ls noL really educaLlonal. As compared Lo
oLher developed and developlng naLlons Lhe mean age aL whlch an lndlvldual experlences
Lhe flrsL sexual acLlvlLy as well as sex educaLlon, sLlll raLe hlgh for lndla (See exhlblL 1 & 2).
WlLh Lhe mean age of Lhe flrsL sexual acLlvlLy ln lndla fasL dropplng, ln comparlson Lo Lhe
resL of Lhe world, and Lhe lmpeLus of governmenL's pollcy Lo encourage small famllles, lndla
becomes an lmporLanL markeL for blrLh conLrol, famlly plannlng measures and sexual well-
belng caLegory.
1he mosL effecLlve modern conLracepLlve meLhods lnclude sLerlllzaLlon by means of
vasecLomy ln males and Lubal llgaLlon ln females, lnLrauLerlne devlces (luus) and
lmplanLable conLracepLlves. 1hls ls closely followed by a number of hormonal conLracepLlves
whlch lnclude oral pllls, paLches, vaglnal rlngs, and ln[ecLlons. CLher meLhods comprlse of
barrlers llke condoms, dlaphragms and conLracepLlve sponge and ferLlllLy awareness
meLhods. SLerlllzaLlon, whlle hlghly effecLlve, ls noL generally reverslble whereas oLher
meLhods are. Lmergency conLracepLlves are able Lo prevenL pregnancy ln Lhe few days afLer
unproLecLed sex. Low female llLeracy levels and Lhe lack of wldespread avallablllLy of blrLh-
conLrol meLhods are also hlnderlng Lhe usage of conLracepLlon ln lndla.
ln recenL Llmes Plv/AluS has emerged as a ma[or healLh challenge. 1he naLlonal AluS
ConLrol CrganlzaLlon esLlmaLed LhaL 2.39 mllllon people llved wlLh Plv/AluS ln lndla ln 2008-
09. AbouL 33 of reporLed Plv cases are below 29 years whlch lmplles LhaL youLh are
especlally vulnerable Lo Plv. 83 of all Plv lnfecLlons occur due Lo unproLecLed sexual
lnLercourse. 1he rlsk mulLlplles when one lndulges ln sexual lnLercourse wlLh mulLlple
parLners wlLhouL uslng a condom.
1


1
hLLp://mhupa.gov.ln/AluS_CLn18L/page3.hLm

4
All Lhe meLhods deLalled above are used for blrLh conLrol, however condoms are seen Lo be
Lhe only and mosL effecLlve Lool ln prevenLlng / conLrolllng S1u's/Plv/AluS amongsL Lhe
populaLlon (boLh male and female). 1hough varlous sLudles and reporLs suggesLed LhaL Lhe
awareness of conLracepLlon ls reasonably hlgh amongsL Lhe marrled populaLlon ln lndla, a
vasL ma[orlLy of marrled lndlans have reporLed slgnlflcanL problems ln assesslng whlch
conLracepLlve meLhods Lo use.
nearly half of marrled women were esLlmaLed Lo use a conLracepLlve meLhod. AbouL Lhree-
fourLhs of Lhese used female sLerlllzaLlon, whlch ls by far Lhe mosL prevalenL blrLh-conLrol
meLhod ln lndla. Condoms, aL a mere 3 peneLraLlon were Lhe second mosL prevalenL
meLhod as per a recenL nlPS survey (exhlblL- 3). ln comparlson, oLher 88lC counLrles are aL
10 condom peneLraLlon and Lurope ls aL 30.
AnoLher alarmlng sLaLlsLlc suggesLs LhaL abouL 32 of Lhe marrled populaLlon ln lndla are
noL uslng a modern blrLh conLrol meLhod. 1hls ls desplLe Lhe facL LhaL blrLh conLrol use ln
developlng counLrles has decreased Lhe number of maLernal deaLhs by 40. Cne blg reason
for low use of modern conLracepLlon meLhods ls a lack of awareness/educaLlon among Lhe
poLenLlal users. 1hls deflclency of awareness/educaLlon ls noL only llmlLed Lo Lhe usage
procedure of conLracepLlves buL also lLs usage beneflLs ln (a) malnLalnlng Lhe approprlaLe
Llme gap beLween pregnancles, (b) blrLh conLrol as a measure Lo lmprove adulL women's
dellvery ouLcomes and (c) Lhe survlval of Lhelr chlldren. ln Lhe developlng world women's
earnlngs, asseLs, welghL, and Lhelr chlldren's schoollng and healLh can all lmprove wlLh
greaLer access Lo blrLh conLrol measures. 8lrLh conLrol also enhances economlc growLh
because of fewer dependenL chlldren, more women parLlclpaLlng ln Lhe workforce, and less
consumpLlon of scarce resources. 1hus Lo achleve effecLlve blrLh conLrol proper usage of
conLracepLlves ls a musL.

Condom Market |n Ind|a
ln lndla, condom usage was noL parL of Lhe culLure before Lhe AluS epldemlc. 1hls ls desplLe
aLLempLs made Lo promoLe Lhe use of conLracepLlves as a Lool for famlly plannlng ln Lhe
counLry, whlch was largely drlven by Lhe governmenL Lhrough awareness creaLlon programs.
1he use of condoms has been slow ln recelvlng accepLance. Lven Lhough condoms are
wldely avallable, lLs peneLraLlon ln lndla ls only abouL 3 whlch reflecLs Lhe sLlgma aLLached

3
Lo Lhe purchase of Lhe producL. Cver Llme, many naLlonal and lnLernaLlonal brands have
forayed lnLo Lhe lndlan condom markeL buL none of Lhem have been able Lo achleve a
subsLanLlal lncrease ln caLegory sales. Also reglonal dlsparlLy ls observed ln Lhe usage of
condoms wlLhln Lhe counLry (LxhlblL-4, 3, & 6).
lL has been a prevalenL percepLlon amongsL men (and women Loo) LhaL Lhe use of condoms
lnLerferes wlLh pleasure durlng sex, Lhough much has been done Lo overcome Lhls ln Lhe recenL
pasL by maklng varlous producL lnnovaLlons and lmprovlsaLlons. ln pursulL of flghLlng Lhls
percepLlon, brands ln Lhls caLegory have been Lrylng Lo come up wlLh producL lnnovaLlons
llke - Lhln Condoms, sLlmulaLlng condoms, flavoured condoms eLc.
uurex has a low markeL share of 4, however Lhe brand Leam ls confldenL abouL Lhe fuLure
of Lhe brand and belleves LhaL Lhere ls a need Lo change Lhe percepLlon of Lhe caLegory. lor
Lhls reason, Lhe brand Leam commlssloned a markeL sLudy Lo undersLand ma[or challenges
hlnderlng Lhe accepLance of condoms ln lndla. 1he flndlngs gave some lnslghL lnLo Lhe
challenges faced.

1he Study I|nd|ngs

"#$%%&' &()*''*++(&,-./&+0-*-0$,
uesplLe Lhe prevalence of sexually LransmlLLed dlseases and unwanLed pregnancles, many
young people ln lndla are heslLanL Lo buy condoms because Lhey are slmply Loo
embarrassed. lL has been observed LhaL men reporL less embarrassmenL Lhan woman, buL
boLh sexes kepL an eye ouL for oLher cusLomers whlle buylng condoms and some of Lhem
even walLed for oLher cusLomers Lo leave. lear of damage Lo soclal repuLaLlon by buylng
condoms ls consldered a ma[or reason. CusLomers reporLed LhaL Lhey would noL buy from
local chemlsLs unLll Lhey geL marrled and go Lo a far away reLaller for fear of belng [udged.
Marrled couples are also of Lhe vlew LhaL sex ls a prlvaLe famlly maLLer maklng Lhem shy of
asklng for condoms (LxhlblL-7 & 8).

"-$120,3 *,4 40+%5*6 $7 1$,4$(+ 0, '&-*05 &,80'$,(&,-
1he lack of wldely avallable condom sLocklng reLall ouLleLs ouLslde of convenLlonal famlly
plannlng servlces supporLed by Lhe governmenL or Lhe mom and pop sLores/chemlsL shops,
was ldenLlfled as a ma[or barrler Lo safe sex beLween male cllenLs and female sex workers.

6
8eLallers are ofLen heslLanL Lo dlsplay condoms ln Lhelr shops whlch makes lL more
challenglng for a cusLomer Lo even ask for Lhe producL (LxhlblL 9 & 10).
Whlle comparlng lL Lo slmllar caLegorles, llke sanlLary napklns, whlch are noL purchased
freely due Lo embarrassmenL/heslLaLlon, Lhe caLegory under-Lrades severely ln Lhe modern
Lrade envlronmenL LhaL allows self- selecLlon, brand cholce, and shopplng wlLhouL belng
[udged (LxhlblL 11). 1hough modern Lrade have agreed Lo dlsplay Lhe caLegory, cusLomers
are relucLanL Lo plck up and blll Lhe same.

"&9 :4;1*-0$,
ln an era where we Lalk abouL lmparLlng sex educaLlon Lo school sLudenLs rlghL from Lhelr
prlmary classes, lL ls raLher shocklng Lo noLe parenLs are sLlll relucLanL Lo dlscuss anyLhlng
relaLlng Lo sex wlLh Lhelr chlldren, especlally Leenage daughLers. 90 of respondenLs felL LhaL
Lhey cannoL have an open dlalogue on Loplcs relaLed Lo 'sex' wlLh Lhelr klds/parenLs, even when 67
felL dlscusslon on Lhe same should be encouraged (LxhlblL 12 & 13). WlLh Lhe advenL of Lhe
lnLerneL and soclal neLworklng webslLes, adolescenLs and Leenagers are more llkely Lo
engage ln unproLecLed sex. Lven CovernmenL sLaLlsLlcs lndlcaLe LhaL 40 of new sexually
LransmlLLed lnfecLlons are ln Lhe age group of 13-29 years, whlch makes lL even more
lmporLanL for Lhe parenLs Lo lmparL sex educaLlon Lo Lhelr chlldren.

"&57 <&3;5*-0,3 =&40*
1hough AdverLlsemenLs/Movles wlLh overLly sexual cues are vlslble across caLegorles,
varlous self-lmposed regulaLlons come ln Lo play when lL comes Lo adverLlsemenL of
condoms. MosL of Lhe medla houses have self regulaLlon due Lo whlch condom
adverLlsemenLs are resLrlcLed Lo elLher laLe prlme Llme shows or noL allowed aL all. ln such a
regulaLed envlronmenL lL becomes dlfflculL for condom manufacLurers Lo promoLe or
educaLe cusLomers regardlng Lhe producL (LxhlblL 14). 1hls coupled wlLh a relucLance ln
vlslble polnL-of-purchase dlsplay aL Lhe reLall end severely resLrlcLs brand makers from uslng
mass communlcaLlon Lools Lo promoLe Lhe caLegory or Lhe brand.
Conslderlng Lhese challenges, Lhe brand markeLlng Leam ls now posed wlLh Lhe quesLlon of
how Lo normallze Lhe sexual well-belng caLegory ln lndla where Lhe reLaller possesses a loL
of power Lo manage brand swlLch based on marglns & Lrade spends.


7
1he koad Ahead
ln vlew of Lhe above facLs and Lhe prevalenL caLegory dynamlcs, Lhe brand Leam ls faced
wlLh a hosL of quesLlons. Some of Lhe slgnlflcanL ones are:
1. ercept|on of Ind|an consumers regard|ng condoms - ln Lhe lndlan conLexL Lhere ls
sLlll a sLlgma assoclaLed wlLh condoms and people are heslLanL Lo Lalk openly abouL
Lhe same. Pow can Lhe brand Leam change Lhls percepLlon and normallse Lhe
caLegory [usL as lL happened ln Lhe case of sanlLary napklns?
2. Commun|cat|on kegard|ng Condoms: Clven Lhe regulaLlons and Lhe Laboo aLLached
Lo condoms Lhe communlcaLlon by companles Lo Lhe end user ls noL dlsLlncL and
clear. Pow can an effecLlve communlcaLlon sLraLegy be developed Lo help Lhe brand
achleve lLs goal of caLegory normallsaLlon?
3. Uncooperat|ve Med|a nouses: MosL 1v channels are averse Lo alrlng condom ads
and Lhose LhaL do usually alloL laLe prlme Llme sloLs. WhaL klnd of a sLraLegy can be
devlsed Lo geL medla channels on board Lo achleve brand communlcaLlon goals?
4. Lack of proper stock|ng and d|sp|ay of these |tems |n reta|| out|ets: MosL reLall
ouLleLs are heslLanL Lo sLock condoms and even when Lhey do, lL ls normally kepL ouL
of slghL maklng lL even more dlfflculL for cusLomers Lo make Lhe purchase. WhaL are
Lhe acLlons LhaL can be Laken Lo promoLe Lhe channel accepLance of Lhe brand for
boLh dlsplay and sales faclllLaLlon and how does lL lmpacL brand preference?
3. Lack of ava||ab|||ty |n modern reta|| channe|s: MosL modern channels, where Lhe
cusLomer selecLs lLems Lhrough self-servlce, don'L sLock condoms hence maklng lL
dlfflculL for cusLomers Lo procure Lhem. Pow can Lhe modern formaL be explolLed Lo
Lhe caLegory's advanLage?
6. Sens|t|v|ty towards percept|on of other customers shopp|ng |n the store: MosL
cusLomers feel LhaL oLher cusLomers ln Lhe sLore look down upon Lhem lf Lhey
purchase condoms so lL furLher hlnders Lhelr shopplng process. Pow can Lhe
percepLlon be changed?
7. Leverag|ng D|g|ta| Med|a: We are aware LhaL moblle and lnLerneL peneLraLlon ln
lndla ls rapldly growlng. Pence Lhe challenge for Lhe brand ls how Lo leverage Lhls
changlng Lrend Lo lmparL sex educaLlon and awareness regardlng condoms amongsL
Lhe LargeL group for Lhe sexual well-belng (male conLracepLlve) caLegory.

8

Lxh|b|t- 1 G|oba| census show|ng mean age at f|rst forma| sex educat|on



Lxh|b|t- 2 G|oba| census show|ng mean age at f|rst sex






9
Lxh|b|t- 3 enetrat|on of contracept|ves |n Ind|a












Lxh|b|t- 4: Cvera|| market share of d|fferent Lead|ng brands |n Ind|a (Source: 8rand Market|ng
1eam Survey)

8rands 2011 2012
Durex 3 4
koh|noor 13 16
Manforce 23 24
kamasutra 11 11
Moods 9 10
Skore 0 0










Method
NInS-1
(1992-93)
NnIS-2
(1998-99)
NnIS-3
(200S-06)
Iema|e Ster|||zat|on 27 34 37
Ma|e Ster|||zat|on 4 2 1
|||s 1 2 3
IUD's 2 2 2
Condom 2 3 3
No Modern Method 64 37 32
1ota| 100 100 100

10
Lxh|b|t- S: keg|on w|se market share of d|fferent Lead|ng brands |n Ind|a (Source: 8rand Market|ng
1eam Survey)

keg|on 8rands 2011 2012 keg|on 8rands 2011 2012
North
uurex 3 4
South
uurex 4 3
kohlnoor 12 12 kohlnoor 21 22
Manforce 31 31 Manforce 1 1
kamasuLra 8 8 kamasuLra 26 24
Moods 8 9 Moods 21 24
Skore 0 0 Skore 0 0
Last
uurex 1 1
West
uurex 3 3
kohlnoor 13 13 kohlnoor 19 20
Manforce 21 23 Manforce 23 24
kamasuLra 10 10 kamasuLra 10 10
Moods 8 10 Moods 3 6
Skore 0 0 Skore 0 0




Lxh|b|t-6 Va|ue 1ake off (Source: 8rand Market|ng 1eam Survey)

keg|on 1'12 2'12 3'12 4'12 1'13 2'13
lndla 1,720,302 1,730,391 1,831,900 1,841,331 1,839,742 1,919,498
norLh 760,762 738,421 793,406 807,281 834,603 873,293
LasL 239,317 233,683 230,903 247,987 249,746 238,723
WesL 476,632 480,689 322,407 319,168 301,104 342,444
SouLh 243,391 237,399 263,182 267,116 234,287 243,034







11
Lxh|b|t- 7: Lducat|on rof||e of the peop|e hes|tat|ng to buy from nearest chem|st (Source: 8rand
Market|ng 1eam Survey)



Lxh|b|t- 8: Mar|ta| Status of the peop|e hes|tat|ng to buy from nearest chem|st (Source: 8rand
Market|ng 1eam Survey)


Lxh|b|t- 9: hoto dep|ct|ng stock|ng of condoms at a chem|st store (c||cked dur|ng the survey)


12
Lxh|b|t- 10: enetrat|on of condoms |n grocery store |n d|fferent reg|on (Source: 8rand Market|ng
1eam Survey)









Lxh|b|t- 11: Modern trades contr|but|on to tota| sa|es w|th|n category (Source: 8rand Market|ng
1eam Survey)

Lxh|b|t: 12: nes|tat|on |n d|scuss|ng sex and re|ated top|cs (Source: 8rand Market|ng 1eam Survey)

Challenges in Grocer Environment
60%
13%
0% 0%
67%
17%
0%
10%
20%
30%
40%
50%
60%
70%
Stocking % Visibility %
Delhi NCR Indore Lucknow
10.4%
11.3% 11.4%
1.2% 1.2% 1.2%
6.5%
7.0%
7.5%
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
2010 2011 2012
Sanitary Napkins Condoms FMCG

13
Lxh|b|t- 13 nes|tat|on |n d|scuss|ng sex and re|ated top|cs (Source: 8rand Market|ng 1eam Survey)




Lxh|b|t-14: Advert|sement and c||cks from mov|es (co||ected from var|ous webs|tes)








14
Annexure-1 Verbat|m on prom|scu|ty among marr|ed from Lucknow (Source: 8rand Market|ng
1eam Lthnography Study)


While sex is seen and talked about as taboo, a verbatim on
promiscuity among married from Lucknow shows a very
different picture
!
I have sex with my girlfriends, only If there is a
connection, i.e., she is attracted to me, and so am I, then
we go ahead
Ethnography_Lucknow_Established
relationship_A2B1
We talk about our affairs among friends, but not
among married people, so that the information
doesnt reach my home. Before marriage, we used to
talk a lot about these things but then also we would
keep in mind that it shouldnt reach our home. Now
its more important that it shouldnt reach my wife, not
even if someone is joking.
Ethno_Lucknow_Established relationship_A2B1
As we grow older we look for young girls
FGD_Lucknow_Established
relationship_A2B1
If my girlfriends demands increase, and I cant
fulfill them, then the chance of the relationship
ending increases
Ethnography_Lucknow_Established
relationship_A2B1
I am 36 years old and I am having sex with a young girl. That
is great sex for me, she is my girlfriend. Clandestine affairs are
same. It is an achievement for me to date such young girls at
this age, so this is great sex for me. Everyone is jealous of
me.
FGD_Lucknow_Established relationship_A2B1
If I want to have sex, and my wife doesnt then I
go out at night, even after 10 pm, to have sex
with my girlfriends
Ethnography_Lucknow_Established
relationship_A2B1
When the legal partner refuses, then we
need to go out for it.
FGD_Lucknow_Established
relationship_A2B1
If we cant have sex at home, then we will
see where can we find action.
FGD_Lucknow_Established
relationship_A2B1
With girlfriends we can experiment more.
FGD_Lucknow_Established
relationship_A2B1