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Washing	  our	  Hands…	  
100%	  penetra5on	  in	  India	  Only	  10%	  of	  urban	  household	  penetra5on	  Opportunity	  –	  Higher	  profitabilit...
Current	  Hand	  Wash	  Category	  Communica5on	  Both	  market	  leaders	  are	  figh5ng	  the	  same	  baCle	  using	  ‘g...
Both	  market	  leaders	  are	  trying	  to	  take	  market	  share	  from	  the	  ‘soap	  bar’	  by	  using	  ‘Germs’	  a...
But	  is	  that	  persuasive	  enough?	  Is	  it	  as	  effec5ve?	  	  	  Or	  can	  we	  mo5vate	  them	  with	  something...
The	  one	  thing	  that	  semi-­‐urban/rural	  consumers	  look-­‐up	  to	  most	  is	  “emula5ng	  urban	  lifestyles”	 ...
When	  urban	  rela5ves	  visit,	  semi-­‐urban/rural	  hosts	  stand	  on	  ATTENTION!	  Urbanite	  guests	  =	  new	  ag...
Insight:	  	  What	  happens	  to	  people	  when	  their	  urban-­‐rela5ves/guests	  visit	  someone	  else’s	  bathroom	...
So	  Why	  Don’t	  we	  Tell	  Her	  About	  it?	  Social	  Embarrassment	  drives	  people	  to	  change	  faster	  than	...
So,	  lets	  infuse	  germ	  protec5on	  with	  the	  fear	  of	  the	  urbanite’s	  “yuck”	  Implica5ons:	  1)  Comm-­‐st...
Insight	  Source:	  #stratalogues	  @wolfzhowl	  (a	  4month	  hardcore	  immersion	  into	  heartland	  India,	  not	  ju...
hCps://www.facebook.com/Wolfzhowl.Strat	  hCp://stratalogues.wordpress.com/	  
The perfect handjob
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The perfect handjob

"Social Embarrassment" as a trigger for health & hygiene categories

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The perfect handjob

  1. 1. Washing  our  Hands…  
  2. 2. 100%  penetra5on  in  India  Only  10%  of  urban  household  penetra5on  Opportunity  –  Higher  profitability  
  3. 3. Current  Hand  Wash  Category  Communica5on  Both  market  leaders  are  figh5ng  the  same  baCle  using  ‘germ  killing’,  ‘health’  and  ‘kids’  
  4. 4. Both  market  leaders  are  trying  to  take  market  share  from  the  ‘soap  bar’  by  using  ‘Germs’  as  the  premise…  
  5. 5. But  is  that  persuasive  enough?  Is  it  as  effec5ve?      Or  can  we  mo5vate  them  with  something  powerful  enough  to  translate  into  instant  change?!  
  6. 6. The  one  thing  that  semi-­‐urban/rural  consumers  look-­‐up  to  most  is  “emula5ng  urban  lifestyles”  &  “concerned  about  being  thought  of  as  backward”!.  
  7. 7. When  urban  rela5ves  visit,  semi-­‐urban/rural  hosts  stand  on  ATTENTION!  Urbanite  guests  =  new  age  mom-­‐in-­‐laws  ;)  Increase  in  urban  migra.on  =  more  urban  lifestyle  inflicted  rela.ves/guests  coming  back  to  visit!  
  8. 8. Insight:    What  happens  to  people  when  their  urban-­‐rela5ves/guests  visit  someone  else’s  bathroom  and  see  the  ‘  used  soap  bar’  on  the  basin?  It’s  that  ‘Yukk’  feeling,  that  the  home-­‐owner  doesn’t  know  about!  But,  would  cringe  if  she/he  knew  about..  
  9. 9. So  Why  Don’t  we  Tell  Her  About  it?  Social  Embarrassment  drives  people  to  change  faster  than  ‘good  habit  inculca5on’  alone!  
  10. 10. So,  lets  infuse  germ  protec5on  with  the  fear  of  the  urbanite’s  “yuck”  Implica5ons:  1)  Comm-­‐story  with  semi-­‐urban/rural  household  surprises  urban  visitor  with  “Hand  wash”  usage.  “Am  up-­‐to  date  too  ;)”  2)  Ini5ate  in-­‐soap  placement  of  a  carefully  cra`ed  scene.  Inter-­‐woven  into  the  editorial  fabric  of  the  serial.    Inversely  works  on  urban  consumers  too!!  
  11. 11. Insight  Source:  #stratalogues  @wolfzhowl  (a  4month  hardcore  immersion  into  heartland  India,  not  just  research!)  
  12. 12. hCps://www.facebook.com/Wolfzhowl.Strat  hCp://stratalogues.wordpress.com/  

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