Shubham Prasad

Barsha Bahera
Nikhil Kumar
Rohan Basudeo
Sindhuja Gantayet
 Competitive Scenario
Change in Trends
Indian Hand wash market
is approx. Rs. 59 Crores.

Low value proposition Premiumization

Indian Hand Hygiene Urban Households Distant Villages
market: CAGR = 26.62%
Soap bars Liquid Soap

Indian Personal Hygiene Low level of High level of

market : US $ 2658.1 mn penetration (10%) awareness
(CAGR = 12.1%)

Main Players in the Market

Dettol Lifebuoy Palmolive Savlon Santoor

Market leader with 80 %

market share
 Consumer Insight
Objective To get customer insights about hand wash

In-depth interviews with family Secondary research using POVs,

members of different age groups blogs ,white papers

For mothers the Kids dislike if the People have a Squeeze bottles are
main concern is smell of the hand positive feel if it is convenient ,clean,
protection from wash reminds them light colored like blue faster as compared to
germs of hospitals and foamy soaps

Smoothness of
People expect the
the hand should
product to be
be retained;
natural; less
shouldn’t make
added chemicals
them dry
 Product Strategy
• Our customers are all families who use hand-wash that can be gentle on children’s
skin and don’t smell like a hospital cleaner.
• The Shield gives complete care to your hands. It’s tough on germs while being soft
on skin. It doesn’t contain any harmful chemicals and is made from naturally derived
ingredients. It washes the germs away , leaving your hands soft and your nose
delighted.
• Our goal is to break the belief that killing germs is not proportional to strong odour.
The Shield smells great unlike many other hand washes, which may smell like a
hospital.
• Shield just loves your hands and you’ll love it too! We offer a odour free water
based hand wash which fight germs with same strength as any chemical base liquid
soap. We are breaking the belief that anti-septic means strong in odour and tough
on skin.
• It is available in 300 ml pack priced at Rs 90 per unit. Refill packs are available in
150ml and 500ml pack. It is priced slightly premium because of its natural extract.
• Godrej Shield is available at your nearest retail store.
 Benefit Statement

loves hands
• With the goodness of glycerine and
essential oils

with saner actives It does not contain harmful chemicals and is naturally
derived. it washes the germs away like nobody's
• Triclosan does more harm than good, so we have replaced it with business – while of course, leaving your hands soft and
saner actives your nose delighted.
green karma
• 100% recyclable
100% reusable
100% beautiful

98% naturally derived*

• Water-based formula A drop of naturally derived godrej Shield
masterchef's handwash can set it right - no smell, no
no grease, no odours grease, no germs; just squeaky clean hands.

• With performance laureth cleansers - mild on hands but tough on whether after cooking or after eating, it's the one
grease recipe you'd definitely want to try
 Reason to believe statement
In the 4 emotional stages of buying reasons to believe becomes most important during the
confidence stage when the customer has been through the awareness and familiarity stage.

Gentle Effectiveness • A rare Handwash that is effective but still gentle

No harmful • All natural ingredients
98% Natural, Waterbased Chemicals
Doesn’t have Formula, laureth
TYriclosan Cleansers
• A formulation that is loved by the child due to its
gentle properties and delightful smell
Both Mom and • Trusted by Moms due to its effectiveness
Child
Godrej Heritage
• 120 years of serving consumers globally • Shield is clinically tested that it kills germs and
washes away even grease
• Patronage of 1.1 billion consumers worldwide • Its essential oils and glycerin not only cleans
Clinically
across different business Tested hands but keep it nourished and soft.
• With the aim of brightening consumer life
with our good and green approach.
 Brand Identity
Our brand identity will be in line with the Godrej group that focuses on Brighter living and Good & Green.

Natural, Soft and Friendly

Soft Colours, Shield Symbol

Personality
• Loves
Hand
Brighter • Saner Physique Culture
Living Actives
Better living, Green
Mother’s Trust, Child’s and good
friend, Fun & Gentle

• Green Relationship Self Image

Good Karma
and • 98%
naturally Reflection
Green Strong yet gentle, Protective
derived
Natural and Strong
 Brand Positioning Statement

To Families , Godrej Shield, is the

brand of Family Care and Protection

that is, fight germs and keep your hand soft and nose delighted

because it is 99% naturally derived & contains no harmful chemical.

The brand character is Gentle, Caring & Protective

 Media Selection

TV commercial Radio Newspaper &

magazine
Print Ad
Print Ad1

Haanthon se pyar
Kitanuon pe waar

Print Ad 2
 TV Commercial Storyboard
“Kitano aur hamare beech ki deewar”
Situation: Father & son talking while watching a cricket match
Papa Rahul Dravid Beta kyunki wo hamare
ko “the Wall” kyun team aur haar ke beech
kehte hai? ki deewar hai

Jaise Humare aur

Kitano ki beech ki Bilkul Sahi!!!
deewar hai Shield!
Thank you