Detergent Market Trends - Worldwide, Asia & India Julie Malbaek, Regional Marketing Manager, Asia Pacific

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AGENDA & TOPICS

1 C O N S U M E R & I N D U S T R Y T R E N D S 2 I N D I A

D E T E R G E N T S H E L V E S 3 H O W T O G R O W ?

W I N N I N G C A S E S T O R I E S

P R I O R I T I E S & D Y N A M I C S

I N S P I R A T I O N & I D E A S

F O C U S & D E V E L O P M E N T

CONSUMERS WANT

TANGIBLE & VISIBLE

BENEFITS

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TREND 1: CONSUMERS WANT MULTI-BENEFITS

MULTI-CLAIMS & VALUE PROPOSITIONS - ENZYMES ARE KEY!

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TREND 2: CONSUMERS WANT EASY & EFFICIENT

EASY & POWERFUL WASH - ENZYMES ARE RELEVANT!

• Lower temperature

• Short wash cycles (MW)

• Less soaking time (HW)

• Less scrubbing & brushing (HW)

• Efficient ingredient

Ingredients

Mechanics

Temperature

Time

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TREND 3: CONSUMERS WANT HYGIENE & ANTI-MALODOUR

DEEP CLEAN, ANTI-MALODOUR & HYGIENE - ENZYMES CAN HELP!

TREND 4: CONSUMERS WANT TO BE WHITE & BRIGHT

NATURAL WHITE & ANTI GREYING – ENZYMES CAN HELP!

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TREND 5: CONSUMERS WANT TO BE COLORFUL & NEW LOOKING

LONG LASTING & RENEWING CLOTHS – ENZYMES CAN HELP!

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WOOLITE - THAILAND

TREND 6: CONSUMERS WANT TARGETED & BOOSTING PRODUCTS

BOOSTING PRODUCT DEVELOPMENT - ENZYMES CAN HELP!

CONSUMERS NEED

A REASON

TO BELIEVE

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TREND 1: CONSUMERS TRUST ENZYMES FOR PERFORMANCE

ABA VIETNAM SO KLIN INDONESIA

DAIA MY/IN

TARGETED PERFORMANCE, TARGETED TECHNOLOGY!

CLEAN AUSTRALIA

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TREND 2: CONSUMERS WANT TO BE EDUCATED

FABRIC CARE: Tide Total Care gently “exfoliates” clothes to help prevent the build up of pills and fuzz. Its Protective Fibre Complex conditions fabrics to help keep fibres from breaking ….

FIGHTS STAINS: Tide Total Care contains powerful enzyme technology that provides the outstanding stain fighting power expected from Tide”. After 1 wash

SO KLIN INDONESIA

LINKING INGREDIENT ‘MODE OF ACTION’ TO BENEFIT- ENZYMES OF INTEREST!

PERSIL KOREA

TREND 3: CONSUMERS WANT HIGH-TECH QUALITY ASSURANCE

SPECIALIZATION, INNOVATION & QUALITY SEALING - ENZYMES ARE RELEVANT!

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TREND 4: CONSUMERS WANT MORE FOR LESS ASSURANCE

VALUE FOR MONEY IN A CONVENIENT WAY - ENZYMES CAN HELP!

CONSUMERS WANT

BETTER & SMARTER

“FOR ME & MY FAMILY”

TREND 1: CONSUMERS WANT HEALTHY, NATURAL & SAFE

SAFE & NATURAL CLEANING – ENZYMES CAN HELP!

No Perfume, No Optical brighteners, No colors

TREND 2: CONSUMERS WANT THE BEST FOR THEIR BABIES

LIFECYCLE BASED PRODUCTS - ENZYMES ARE RELEVANT!!

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TREND 3: CONSUMERS WANT TO BE SMART

SMARTER & EASIER WASH - ENZYMES ARE RELEVANT!

TREND 11: CONSUMERS WANT HI-CLASS & PERSONAL POWER

DETERGENTS MOVES AWAY FROM COMMODITY

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TREND 4: CONSUMERS WANT NEW FORMATS & PACKAGING

ADVANCED PRODUCT & FORMAT DEVELOPMENT - ENZYMES CAN HELP!

CLAIM FOCUS

BY BRAND

IN INDIA

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WHEEL FOCUS: SMELL AND FRESHNESS

Source: Company websites; TV commercials

Very limited focus is given to technical attributes such as whiteness and stain removal

“Hi and Bye” Salman Khan, Prachi Desai (2010) http://youtu.be/3__Jos8oTYg

“Wheel Bar Daisy Bopanna (2012) http://youtu.be/G2OrG21N6A4

“Hi and Bye” Salman Khan, Prachi Desai (2010) http://youtu.be/3__Jos8oTYg

“Wheel Blue Bar” Amir Ali, Nauheed (2011) http://youtu.be/BngkpmPSBFo

“Wheel Jasmine” Salman Khan, Pooja Gaur (2011) http://youtu.be/rrQ19a2S1Ug

“Wheel Jasmine” Salman Khan, Pooja Gaur (2011) http://youtu.be/rrQ19a2S1Ug

“Wheel Blue Bar” Amir Ali, Nauheed (2011) http://youtu.be/BngkpmPSBFo

“Wheel Basketball Yellow Fighter” (2010) http://youtu.be/FkT8A2jdb0Q

Smell and freshness is the overriding message in Wheel commercials

Smell

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RIN FOCUS: WHITENESS AND YELLOW-FIGHTERS

Source: Company websites; TV commercials

General whiteness (yellow fighting) is the key Rin claim All commercials mention “yellow fighters” ingredients, but only 1 stain removal (“crystals”)

“Rin Shock” (2009) http://youtu.be/rW6_UverxZM

“Rin vs. Tide” (2010) http://youtu.be/HAEb2UmA_w8

“Rin Yellow Fighters” (2010) http://youtu.be/2xIW3Vd_mYs

“What’s the proof?” (2009) http://youtu.be/yBX03jjm7Ac

“Ambitions and whiteness” (2011) http://youtu.be/XTJUuysks_E

“Rin Shock” (2009) http://youtu.be/rW6_UverxZM

“Rin Bar Yellow Fighters” (2011) http://youtu.be/f9OXUmM6SOY

Whitening

Attacks the “benchmark

problem”

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SURF EXCEL FOCUS: STAIN, SOIL & DIRT REMOVAL

Source: Company websites; TV commercials

Very little is done to communicate special ingredients – Easy Wash is plain, and Quickwash has one

“Cricket: A lesson of love” (2012) http://youtu.be/l7VyizsCss0

“Dog” (2009) http://youtu.be/tNE3l2LPiEY

“Surf Easy Wash: Power of Ten Hands” (2013) http://youtu.be/E2C1Imr4dNw

“Puddle war” (2012) http://youtu.be/6o6JJIkamVY

“Scare crow” (2012) http://youtu.be/BTGgqzTWsSU

“Autograph please” (2011) http://youtu.be/ZlV3GNE-fZk

Generic stain removal (soil and dirt) is the one and only message in the “Daag Ache Hain” campaign (“Dirt is Good”) and does not mention whiteness (keeping white white)

Special ingredient

Stain removal

Surf Excel Blue change to Surf Excel Easy Wash in

May 2013

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TIDE FOCUS: SWEEPING WHITENESS

Source: Company websites; TV commercials

Tide has given some attention to stain removal and cuffs and collars, but not much

“The Tailor Master” (2012) http://youtu.be/QfXlRgFIK6Q

“Mumbai washing: Dhobi Ghat” (2012) http://youtu.be/mbnbsGDE-Aw

“Tide Naturals: Majboor” (2012) http://youtu.be/y7LZK8-s9Ks

“Amma” (2011) http://youtu.be/dv-H7yalXyA

“Funky Guy” (2011) http://youtu.be/dYFVSGz_nyQ

As with HUL’s pendant Rin, Tide is primarily a whiteness brand, and uses the “white sweep” in commercials to stress this feature

“Mumbai washing: Dhobi Ghat” (2012) http://youtu.be/mbnbsGDE-Aw

“Biwi” (2009) http://youtu.be/RWALQ-EmRig

“Collar” (2011) http://youtu.be/EUiN0npuyyc

Whitening

Smell

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ARIEL FOCUS: STAIN REMOVAL & EDUCATION

Source: Company websites; TV commercials

Ariel is the brand that does the most in promoting specialities

“Ariel Complete” (2012) http://youtu.be/TpYMg2HVyKo

“Ariel Antibac” (2012) http://youtu.be/VsA6oInjJL4

“Ariel Oxyblu” Zaheer Khan (2010) http://youtu.be/9-SS-VVGuTs

“Ariel Big Ball” (2012) http://youtu.be/ZUyJR29YN7c

“Ariel popstar” (2012) http://youtu.be/aJbj3chYeLw

As with HUL’s premium brand, Surf Excel, Ariel is primarily a generic “stain removal” brand

“Ariel Research Center” (2010) http://youtu.be/8qEttyGywIU

“Ariel Colour-Lock Technology” (2013) http://youtu.be/bnC6grhgvXw

“Ariel popstar” (2012) http://youtu.be/aJbj3chYeLw

“Shine new!”

Special ingredients on back

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GHARI FOCUS: GENERAL CLEANING & SCIENTIFIC PROOF

Source: Company websites; TV commercials

Ghari does not claim specialty ingredients, but shows a scientific setting in almost all commercials

Ghari claims general whiteness, but is not specific on technicalities

“Ghari Detergent” (2013) http://youtu.be/f4b63QRY-Os

“Ghari Detergent” (2008) http://youtu.be/KlvlVOLL2x8

“Ghari Detergent” (2011) http://youtu.be/BTBcLA_diNI

Commercials carry references to the physical aspects wanted in detergents: foam and mildness

“Ghari Detergent” (2013) http://youtu.be/f4b63QRY-Os

“Ghari Detergent” (2011) http://youtu.be/BTBcLA_diNI

“Ghari Detergent” (2011) http://youtu.be/BTBcLA_diNI

“Ghari Detergent Cake” (2012) http://youtu.be/7UoQ-fj8g_s

“First try then trust”

“New and improved formula!”

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NIRMA FOCUS: LADIES POWER & GIRLY APPEAL

Source: Company websites; TV commercials

Some commercials make no product references whatsoever, but rely on the old “Nirma song”

Nirma claims stain removal of dirt

Packaging is very simple and has no claims (it simply states that it is washing powder)

“Ambulance” Shijpa Anand, Sweta Salve (2011) http://youtu.be/M5Pu_5VFOy8

“The Nirma spell” Sanjeeda Shaikh (2010) http://youtu.be/8Aw0j1i1XSE

“Underwater” (2009) http://youtu.be/aaUMePqzNgA

Simply states “washing powder”

“Blue Detergent Cake Telegu” (2010) http://youtu.be/oQptydlHURA

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FENA FOCUS: BRIGHTENING WITH SPECIAL INGREDIENTS

Source: Company websites; TV commercials

Fena primarily claims brightening (whiteness), always mentionign its special ingredients (enzymes, brighteners, hi-action l.a.b.s.)

Packaging displays many claims on stain removal (enzymes), whitening (brighteners) and smell

“Sunglass Women” (2013) http://youtu.be/WMpd4vxNueg

Improved formula claim

Stain removal (Special ingredient)

Whitening (special ingredient)

Smell

“Blind man” (2010) http://youtu.be/c1RXq_t9kaE

“Blind man” (2010) http://youtu.be/c1RXq_t9kaE

“Fena Detergent in kitchen” (2011) http://youtu.be/ODlMBsNc1QQ

“With enzymes and brighteners!”

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MR. WHITE FOCUS: GENERIC WHITENESS AND SMELL

Source: Company websites; TV commercials

The primary claim is whiteness Newer commercials focus on smell/freshness, visible on packaging also claiming “whitening boosters” special ingredient and “long lasting whiteness”

“Mr. White Bar” (2010) http://youtu.be/FmnzwI1SpTE

“Wauv…” (2007) http://youtu.be/uOT2vyd089s

“Mr. White smells so good” (2011) http://youtu.be/eOL3cs4DJQ0

Improved formula claim with “whiteness

boosters”

Smell and freshness

Keeping white white

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UJALA FOCUS: STAIN REMOVAL WITH ENZYMES

Source: Company websites; TV commercials

Techno Bright has been launched as a stain remover to compete with Surf and Ariel

Both commercials and packaging explicitly informs of nano enzyme” special ingredients and its “stain out” abilities

“Cricket” Sachin Tendulkar (2010) http://youtu.be/prt8dcVWpv8

“Cricket” Sachin Tendulkar (2010) http://youtu.be/prt8dcVWpv8

“Cricket” Sachin Tendulkar (2010) http://youtu.be/prt8dcVWpv8

Enzymes special

ingredient

“Stain out!”

“Stains are not good. Live spotless!” counter to Surf Excel campaign

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TRENDS ACROSS TIERS IN INDIA: CLEAN & FRAGRANT, WHITE & BRIGHT, STAIN REMOVAL

Source: NZ analysis; TV commercials: Packaging; Company websites

CLEAN & FRAGRANT

Pop-tier brands promote physicals

(primarily smell and freshness)

Wheel: “Hi and Bye” Salman Khan, P. Desai (2010) http://youtu.be/3__Jos8oTYg

Ghari: “Ghari Detergent Cake” (2012) http://youtu.be/7UoQ-fj8g_s

Tide: “Mumbai washing: Dhobi Ghat” (2012) http://youtu.be/mbnbsGDE-Aw

Rin: “Ambitions and whiteness” (2011) http://youtu.be/XTJUuysks_E

WHITE & BRIGHT

Mid-tier brands promote whiteness,

anti-grey and yellowing

SUPER STAIN REMOVAL

High-tier brands promote superior and

broad stain removal

Surf Excel: “Puddle war” (2012) http://youtu.be/6o6JJIkamVY

Henko: “Woman in air balloon” (2012) http://youtu.be/JJGUAY9yeRc

Ariel: “Ariel Big Ball” (2012) http://youtu.be/ZUyJR29YN7c

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CLAIMING TREND IN INDIA: REPACKING WITH NEW CLAIMS INTRODUCTION

Smell

Mild to hands

Foaming

Colored crystals

Sweat (cuffs and collars sebum)

Whiteness

Colorful colors

Scientific (formulation/ special ingredient)

Rin

Surf

Excel

Ariel

Tid

e

Ghari

Nirm

a

Safe

d D

P

Henko

Fena

Mr.

White

Uja

la D

P

Super

Kw

ik

Stain removal

TECH. CLAIM

PHYSICAL CLAIM

65%

59%

18%

18%

82%

35%

12%

18%

12%

Wheel

BRAND

MANUFACTURER HUL P&G RSPL Nirma Safed Fena Jyothy

Enzymes (mentioned) 12%

T.

Bright

To

tal (1

7)

Super

Nirm

a

Safe

d C

Chek

HOW TO WIN

IN A TOUGH MARKET?

CASE STORIES

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INDIA TODAY: FIERCE COMPETITION FROM THE MULTI-NATIONALS

FOCUS ON COMMUNICATING QUALITY TO CONSUMERS & DISTRIBUTERS

Tide sachet packages (12 g at INR 1/unit)

• Convenience: Easy to carry home when travelling by motor bikes or busses

• Less household income bound in storage (a “fit-to-constraint” product)

• Allows households to buy quality products normally out of reach

• Easy for the retailer to display

Kirana

..who shop in kiranas and super/hypermarkets have very different setups

Kirana sizes are <1 kg buy-as-required products and retailers 1kg <…

..each having its distinct benefits meeting the needs of its consumer type

73% of laundry care value “look, point, and choose”

STATUS TODAY

• HUL has been dropping

prices & boosted advertisement

• P&G is boosting focus with Rs. 1 Tide sachets in the lowest price point market

• Repacking focus is intensifying to promote new features.

• Competition is getting

more and more tough across tiers

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WINGS INDONESIA: BETTER PRODUCTS & MARKETING INVESTMENT

VALUE SHARE 2012-2013

12 MONTHS ENDING: MAT TO

12.08.12 MAT TO

11.08.13 DELTA

Total Laundry Detergents split % % %

Powder 70.5 69.7 -0.7

Creams 24.4 22.8 -1.6

Liquid 4.7 7.0 2.3

Total Powder Laundry Detergents 70.5 69.7 -0.7

Rinso Powder (UL) 18.3 16.8 -1.5

Daia Powder 0.3

Soklin Powder 0.8

Boom Powder -0.4

Attack Powder (KAO) 7.5 7.0 -0.5

FOCUS ON COMMUNICATING QUALITY TO CONSUMERS & DISTRIBUTERS

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PEERLESS PHILIPPINES: TAKING UP THE FIGHT AGAINST P&G

FOCUS ON KNOWING THE LOCAL MARKET & SERVING IT’S NEEDS!

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BOLIVAR PERU: BETTER MARKET SHARE & BOTTOM LINE

Optimizing formulation

• Surfactant & builder content reduced by ~25%

• 0.4% multi-enzyme solution introduced

Results

• Cost reduced by 28%

• Wash performance improved according to customer

• Foam level maintained

• New enzyme-related consumer claims introduced

REDUCING FORMULATION COST, INTRODUCING NEW CLAIMS & GROWING VALUE!

Test marketing: More than 90% of the

mothers who tested the product stated that

they would buy it

Retail value of the Bolivar brand grew

by 7% in 2012

CONSUMER FEEDBACK

Source: Euromonitor: Market growth was 4% on average (Fixed exchange rate)

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0.0

0.1

0.2

0.3

0.4

0.5

0.6

0.7

0.8

0.9

1.0

1.1

No enzymes 1E 2E 3E 4E 5E 6E+

Pakistan

Bulgaria

Serbia

Nigeria

Egypt

Iran

Turkey

Russia

Croatia

Syria

Yemen Uganda

Zambia

Morocco

Sudan

Ukraine

Tanzania

Algeria

S. Africa

Kenya

EMERGING MIDDLE EAST, AFRICA & EASTERN EU: COMPETING ON CLAIMS & PERFORMANCE

Others

Builders

Surfactants Surfactants

Builders

Other

Surfactants

Builders

Other

Before Today

DO

SA

GE

SOAPERS ARE USING MULTI-ENZYMES TO BRAND-BUILD & COST-OPTIMIZE

Middle East, Africa, Eastern EU

Enzymes are being use for:

• Brand building

• Innovation pipeline

• Quality assurance

• Cost optimization

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WHERE TO PLAY & HOW TO COMMUNICATE? - MARKETING BENEFITS THAT RESONATES WITH NEEDS

CONSUMERS WANT MULTIPLE BENEFITS FROM THEIR DETERGENT!

Image related values

“Detergent that cares”, “Easy & fast”, “smart & modern”, “care for us”

Multi-functional values

“X-in-1”, “solves complex problems”, “hygiene”, “care for clothes” etc.

1

2

CONSUMERS WANT MORE THAN JUST A

DETERGENT

LIFESTYLE

PERFORMANCE

AESTHETICS

QUESTIONS? Julie Malbaek, Regional Marketing Manager, Asia Pacific

APPENDIX

SLIDES

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INDUSTRY TREND 1: FOCUS ON NEW CLAIMS IS INTENSIFYING

TRADING UP BETWEEN BASIC, COMPLEX & IMAGE RELATED TECHNOLOGY

Grass

Proteases P

Meat, egg, dairy

D2D dirt, grass, dust

Body soil & sweat

Oil , butter, lard/ghee

Fatty curries/sauces

Body soil & sweat

Lipases L

Fruit/jam stains

Veg. stains/kimchi

Fruit yoghurt

Pectinases P

Shampoo/lotion

Ice-cream

Pre-fab sauces

Mannanases M

Rice & porridge

Corn & starch

Starchy sauces

Amylases A

White & bright colors

Anti-greying fabrics

Pollution/smear

Cellulases C

BASIC COMPLEX IMAGE

OIL, SEBUM & LARD IN INDIA - LIPASES ARE HIGHLY EFFICIENT

Lard soiled yarns Sebum soiled yarns

w/o lipase with lipase

Oil stain: Washed with detergent with lipase

Oil stain: Washed with detergent w/o lipase

Oil stain: Unwashed soiled yarns

FIBER-PENETRATING LIPASE ENZYMES & SURFACE ACTIVE AGENTS WORK TOGETHER

w/o lipase with lipase

ELECTRON MICROSCOPE ANALYSIS OF FIBER CROSS SECTIONS SHOWS CLEAR EFFECTS

WHITENESS FOCUS IN INDIA - CELLULASES ARE HIGHLY EFFICIENT

Δ Y

valu

e v

s. U

nw

ashed

tra

cers

-4

-3

-2

-1

0

1

4 2 6 10 8

0.5% Cellulase

0.05% FWA

0.1% FWA

Control:

no FWA,

no cellulase

Wash cycles

Japanese super-concentrated liquid detergents

SUPERIOR, LONG-LASTING WHITENESS

Cellulases prevent dirt and particulate soils from redepositing onto the fabric and causing a grayish appearance.

SYNERGIES FOR IMPROVED WHITENESS

Cellulases boost the whitening performance of optical brighteners, giving consumers superior results.

White tracer: Cotton knit supplied from JP Oil Chem Soc., Soil ballast: JIS artificial sebum swatch, Super conc. HDL/protease: 0.33g/l, 25°C, 20 min. 3°dH, Terg-O-Tometer: 150 rpm

CELLULASES WORK FOR WHITENESS, ANTI-GRAYING AND ANTI-REDEPOSITION

FABRIC & COLOR CARE FOCUS IN INDIA - CELLULASES ARE HIGHLY EFFICIENT

After 20 washes After 20 washes

REGULAR DETERGENT DETERGENT WITH CELLULASE

Without Carezyme 900 T With 1% Carezyme 900 T

Electron microscope analysis – broken fibers Electron microscope analysis – restored fibers

CELLULASES MAINTAIN AND RESTORE THE LOOK OF GARMENTS

FRUIT AND PROCESSED FOOD IN INDIA - PECTINASES ARE HIGHLY EFFICIENT

• FRUITS: Asia Pacific has experienced a steady increase in total fruit consumption in recent years (today 58% of world consumption)

• FOODS/DRINKS: Asia Pacific has experienced a steady increase in total consumption of processed foods/drinks containing pectin – e.g. drinking yogurts, juices

Detergent + enzyme cocktail excl. pectinase

Detergent + enzyme cocktail incl. pectinase Detergent only

Green banana – real stains

PECTINASES ARE INCREASINGLY RELEVANT DUE TO GROWTH IN FRUIT CONSUMPTION

QUESTIONS? Julie Malbaek, Regional Marketing Manager, Asia Pacific