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Mapping Boroplus Against Vaseline

In: Business and Management

Submitted By shaunaksardessai
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It has been rightly said that we are built on the shoulders of others but the satisfaction that accompanies the successful completion of any project would be incomplete without the mention of the people who made it possible. I would first of all like to thank Emami Limited for giving me this opportunity to learn, share my ideas, views, and thoughts on various subjects through this project, undertaken as a part of curriculum requirements. I am highly indebted to my project guide Mr. Brajesh Kumar – General Manager Marketing (SAARC, SEA & EUROPE), for giving me an opportunity to work with him. Without his adroit guidance, constant support and inspiration this project would have not been possible. The value addition that I derived under his guidance by means of various side activities such as sharing learning’s by presentations, facilitating surveys etc. has culminated in a life-long valuable experience. I would like to acknowledge the contribution of Mr. Devanshu Seth, International Brand Manager, for his valuable inputs in completing the project. The ideas shared by Mr. Mridul Greenwold, Asst. Brand Manager, have also helped me tremendously in driving my project through its journey. I would also like to express my gratitude towards my Faculty Guide, Mr. Anup Awasthi for his constant support and guidance. Finally, I would like to express my gratitude towards all individuals of Emami Limited, Kolkata who supported me during the tenure of this project.


I hereby declare that the project entitled “Mapping Boroplus against Vaseline in Global Market” submitted to the India Europe International Business School is a record of an original work done by me, under the guidance of Mr. Brajesh Kumar General Manager Marketing (SAARC, SEA & EUROPE) IMD Emami Ltd.




ACKNOWLEDGEMENT................................................................................................................2 DECLARATION .............................................................................................................................3 EXECUTIVE SUMMARY ...............................................................................................................5 INTRODUCTION ...........................................................................................................................6 COMPANY ANALYSIS ............................................................................................................... 10 INDUSTRY ANALYSIS............................................................................................................... 13 COMPARITIVE ANALYSIS ....................................................................................................... 43 CONCLUSION AND RECOMMENDATION ............................................................................. 50 LEARNINGS ................................................................................................................................ 51 REFERENCES .............................................................................................................................. 52


Emami Ltd. has established its presence internationally through its International Marketing Division (IMD) in GCC (Gulf Cooperation Council) region, CIS (Commonwealth of Independent States) countries & South East Asia marketing its well-known brands such as Fair & Handsome, Himani Navratna Oil, Himani Fast Relief, etc. The company plans to leverage its existing distribution network in these countries to expand the BoroPlus brand in these regions. The body care market is substantial, but growth has been weak in the major markets. Innovation has been a means by which market players have aimed to encourage growth, along with addressing key consumer trends such as the preference for natural ingredients. In addition, marketers have attempted to get more men interested in body skincare products through the launch of new products and masculine styles of marketing. Vaseline a Unilever product has gained a leading share in the skincare market by focusing on consumers' dry skin problems, making it a fifth leading global brand for body care. The brand is marketed to a wide demographic, while emphasizing everyday usage. Thus making Vaseline an important brand to be benchmarked for mapping Boroplus in the focus and opportunity countries/markets.


OVERVIEW Emami Limited is a leading FMCG company. Its power brands are Boroplus, Fast Relief, Fair and Handsome, Zandu Balm and Navratna Oil as they contribute the maximum to its top line (close to 90%). The project deals with analyzing these power brands and identifying the key markets in which they can be offered. The company has a National Marketing Division, which looks after the operations in India, and an International Marketing Division (IMD), which caters to countries around the world. Emami‟s IMD has a pre-defined list of Focus countries in which it is doing business or aspires to do business. The project is about analyzing these markets with respect to the categories, i.e. Men‟s Skin Care, Topical Analgesics, General Purpose Body Care and Facial Care, in which the Company offers products. Prioritization of markets where the Company should cater first is the need of this project. This would lead to a more focused approach to markets. The MENA, SEA and CIS markets have been studied to filter the largest and the fastest markets by category.

OBJECTIVES The objectives under the purview of which this research has been conducted are as follows:  Finding out the presence of Vaseline in Focus Countries to Map against Boroplus, in the similar product range. THUS;  Comparing the Market Shares of Skin Care in the given markets, also with the Body Care, Hand Care and Facial Care.  Measuring the market significance for Boroplus in the focus and opportunity markets and finding out which could be a better market for growth.


CAVEATS & LIMITATIONS • All population & demographic data as provided in the data sources were estimates based on the latest available census data according to CIA Country Factbook. Skin care market data has been taken from Euromonitor except for Pakistan whose data is from Datamonitor, which may be a differentiating factor during the comparative analysis. Mentioned data sources are to which Emami subscribes. The product list of UAE has been taken from, so price differentiations may be noticeable. The prices of the products through GNPD Mintel are as per the posted dates; so differences with actual/current would be noticeable. Projected CAGR for Pakistan has been calculated for a period of 2011-15, whereas for others is calculated for the period 2011-16, due to change in data source. Vaseline Body Care product line is similar to that of Boroplus. Boroplus Gaps are identified on the basis of Presence on Vaseline against Boroplus.

• •


 Internet Based Research

 Mapping Boroplus against Vaseline required study of Vaseline in focus regions of Emami. Thus, having to do a study of: Vaseline products in focus regions  Skin Care Market.  Body Care Market  Hand Care Market  Facial/ Lip Care Market


The scope of the research covered the presence of Vaseline in the Focus & Opportunity Markets/ Countries and study it’s products.

Focus Markets

Vaseline Presence Yes Yes Yes Yes Yes No Vaseline Presence Yes No Yes

Scope Of Research Yes Yes Yes No No No Scope Of Research

United Arab Emirates (UAE) Saudi Arabia (KSA) Egypt Bangladesh Nepal Russia Opportunity Markets

Vietnam Poland Pakistan

Yes No Yes

Bangladesh and Nepal are not included in the research due to unavailability of proper data, similarly Russia and Poland are excluded due to absence of Vaseline in those markets.


METHODOLOGY Step 1: Focus/ Opportunity Countries were selected as per the parameters set by Emami Ltd. some of which are accessibility, reach, acceptance, etc. Step 2: The selected countries were then again given rankings based on their Ratings for the respective segment( Skin Care, Body Care, Hand Care and Face/Lip Care). Ratings were given on the following parameters: population, population growth rate, Gini Index, market size, GDP per capita, Market Size, CAGR 2006-11, CAGR 2011-16, Ease of doing business rankings, Per Capita consumption and Herfindahl Index. Step 3: All the countries were then tabulated on cumulative basis by category and the top countries among all the categories were short listed to prioritize the markets.

DATA COLLECTION In order to achieve the objectives of the study, both primary and secondary sources of information have been used. The details of the sources from where data has been collected are given below: Primary Source: Information related to the business pattern of the company and the objectives of the company were been learnt from Mr. Brajesh Kumar – General Manager Marketing (SAARC, SEA & EUROPE) and other members of the International Marketing Division (IMD) of Emami. Secondary Sources: Most of the figures that have been used in the project have been mined from, & GNPD Mintel. Data related to presence in various countries was taken from some excel files provided to me by employees of Emami Limited.


Overview The Emami Group is a huge conglomerate with its presence in a number of categories in India and abroad. The group‟s turnover is around 3700 crores. The group has a gross revenue of over Rs 1200 crores in FY 2011 with a CAGR of 26% over last 5 years. The different companies under the Emami umbrella are: 1. Emami Paper Mills Ltd. 2. Emami Chisel Art 3. CRI Ltd. 4. South City Projects (Kolkata) Ltd. 5. Advanced Medicare & Research Institute Ltd. (AMRI) 6. Emami Frank Ross Ltd. 7. Emami Infrastructure Ltd. 8. Starmark 9. Emami Biotech Ltd. 10. Emami Cement Ltd. Vision of the Company Making people HEALTHY and beautiful NATURALLY. Mission of the Company        To contribute whole heartedly towards the environment and society integrating all our stakeholders into the Emami family To make Emami synonymous with natural beauty and health in the consumers mind To effectively manage talents by building a learning organization To strengthen and foster in the employees, strong emotive feelings of oneness with the company through commitment to their future To drive growth through quality and innovation in products and services To uphold the principles of corporate governance To encourage decision making ability at all levels of the organization


Company’s Core Values          Commitment & Loyalty to institutional values and principles Integrity Customer Orientation Leadership and Innovation Attention to detail Teamwork & Team Environment Simple living, High thinking Social Responsibility Environmental Safety

Some path breaking strategies of Emami        Aggressive promotion through celebrities Expand distribution to reach rural Differentiated “Value for Money” products Product Innovation to enter new categories Brand Extension Entry in new geographies to drive exports Leveraging existing distribution network

Product Innovation being the Core of the Business Emami has always believed in differentiating itself from the others by keeping innovation at the core of doing business. It has created whole new categories like the men‟s skin whitening and cooling hair oil. Innovation pays Emami very well as it is the leader in both these categories. Brand Extension is one of the Key Strategies of Emami Ltd. The company extensively follows brand extension strategy. We can clearly see this in products like Navratna Hair Oil and Navratna Cool Talc. Fair and Handsome has entered different segments like FAH24 Fairness Cream, FAH Advanced Whitening After Shave Balm, FAH Whitening Refreshing Face Wash, FAH Whitening Regenerating Face Scrub, FAH Whitening Day Long Moisturizer and FAH Advanced Whitening Firming Face Wash. Even Zandu Balm and Boroplus have similar examples.


Emami’s Global expedition

Emami‟s international business contributes around 14% to the top line and has been growing at a CAGR of 34% over the last 5 years. With growing international focus, its exports have risen from Rs.137 crore in 2009-10 to Rs.174 crore in 2010-11. “Currently Emami is marketing its personal care and health care products in these markets primarily through distributors. Our main exposure to these markets is through distributors. We are now looking at increasing our penetration in these markets by strengthening our own infrastructure and building an efficient marketing team.”26 With its Head Office in Kolkata, Emami has global regional offices in London(UK), Moscow(Russia), Dubai(UAE) and Singapore to take care of the sales and marketing in their respective regions. The company has a presence in 65 countries and plans to set up manufacturing units in Dhaka(Bangladesh) and Cairo(Egypt) are in process to meet the rising demands of the region. This will help in cutting down costs to a great extent. Emami Limited has primarily 3 overseas subsidiaries in Bangladesh, Dubai and UK.


Analysis is done with respect to the data in accordance to the countries that are Focus / Opportunity Markets for Emami, which were selected as per the parameters set by Emami Ltd. some of which are accessibility, reach, acceptance, etc. The research was done keeping in mind the availability of Vaseline products as against Boroplus. Following would be the Country wise analysis of Industry segments which are, Skin Care Body Care, Hand Care, Face/Lip Care.


List of Opportunity Countries   VIETNAM PAKISTAN



Location Middle East, bordering the Gulf of Oman and the Persian Gulf, between Oman and Saudi Arabia

Land Boundaries: 867 km Border Countries: Oman 410 km, Saudi Arabia 457 km

Languages: Arabic (official), Persian, English, Hindi & Urdu

Population: 5,314,317 (July 2012 est.) Age structure:    0-14 years: 20.4% (male 537,925/female 513,572) 15-64 years: 78.7% (male 2,968,958/female 1,080,717) 65 years and over: 0.9% (male 30,446/female 17,046)

Religion: Muslim 96% (Shia 16%), Other (includes Christian, Hindu) 4%

Economic Snapshot GDP (purchasing power parity): $260.8 billion (2011 est.) GDP - per capita (PPP): $48,500 (2011 est.)


Boroplus against Vaseline: Identified Gaps of presence in UAE VASELINE Aloe cool & fresh cream Body Moisturizer Healthy hand & nail cream Total Moisture Lotion Petroleum jelly Prickly Heat Powder Hand & Nail cream Petroleum Jelly BOROPLUS GAPS

HEADLINES     Skin care posts compounded annual growth rate of 11.8% for a period of 2006-11 In addition to climactic factors, skin care benefits from the opening of branded beauty salons Facial Care remains the dynamic sector with a growth rate of 14.3% for the period of 200611, and also projected to decrease in the period of 2011-16 to ~8% Projected CAGR as per Euromonitor for a period of 2011-16 would decrease to 7.4%

TRENDS  Trends in 2011 have revolved around new product launches and an expanding retail environment. Branded beauty salons and specialised beauty retailers have expanded into their own mall-based stores. Considering the products, product innovation remained skin care’s regular trend, with new launches, from the main leaders Beiersdorf and Johnson & Johnson, who are focusing on expanding the anti-aging and antiwrinkle cream markets. Skin care posts a compounded annual growth rate of 11.8% for a period of 2006-11, as in the below mentioned graph valuing 125 $mn. The key demand driver for skin care remains the weather. The extremely hot climate and the drying, dehydrating effects of constant air conditioning throughout the hot summer months in the United Arab Emirates sustains strong demand for nourishing and soothing skin products to counter the negative effects of these harsh environments. 15

180 160 140 120 100 80 60 40 20 0


$ mn















Facial Care remains the dynamic sector with a growth rate of 14.3% for the period of 2006-11, and also projected to decrease in the period of 2011-16 to ~8%.

180 160 140 120 $ mn 100 80 60 40 20 0 2006 2007 2008 2009 2010 2011 2016 32.5 36.6 2.8 2.5 36.7 44.7 53.3 59.8 3.1 3.4 3.6



Hand Care Facial Care Body Care








Facial care fared so well largely because women were unwilling to compromise on products they use on their face and continued to look for better, more effective products, particularly with age-defying and, increasingly, whitening properties. In light of the beauty salon culture in the United Arab Emirates, beauty salons offer a range of natural facial treatments, which Company Shares $mn act as product alternatives to Beiersdorf , 22.3, 18% regular skin care products. These Unilever, Others, treatments mostly include natural 17.5, 14% Dana Classic 48.0, 39% ingredients like honey, almond and Fragrances, 0.3, 0% yoghurt, to name a few. Skin-whitening skin care products are available on the shelf, mostly from standard brands like Unilever.
Montagne Jeunesse, 0.5, 0% LVMH, 0.4, 0% Avon, 1.1, 1% J&J, 2.9, 2% P&G, 15.6, 13% L'Oréal, 13.4, 11%

Estée Lauder, 2.9, 2%

Competition level is high considering the top five companies account for ~58%, whereas the others(excluding the top 10 companies) account for ~39% share. Brand Shares $mn Beiersdorf is the market leader with 18% market share, closely followed by Unilever with 14% Nivea brand is the market leader with 18% market share as against Vaseline which has a 8% market share also lower than Olay (13%)
Avon, 1.1, 1% Dove, 6.5, Neutroge 5% na, 1.4, Clean & Clinique, Lancôme, 1% Clear, 1.5, 3.8, 3% 1% 2.0, 2% Others, 51.5, 41% Nivea, 22.3, 18%

Olay, 15.6, 13%

Vaseline, 10.4, 8% L'Oréal Paris, 8.9, 7%

Product launches were numerous as manufacturers battled to develop new product markets, particularly in nourishers and antiagers (Euromonitor)


Skin Care Distribution Pattern in UAE


Grocery Retailer (64%)

Non-grocery retailers (34%)

Direct Selling (2%) Supermar ket (18.4%) Hypermark ets (45.1%) Other (0.5%) Health & Beauty Retailers (26.8%) Mixed retailers (7.2%)

Hypermarkets are rated as the best option to place skin care products in an organised market like UAE.

Now let us have a look at the segments individually in the form of Body Care and hand Care. Facial/ Lip Care is not looked upon due to a negligible market share.

 Body Care Market in UAE is worth 49.4 $mn as on 2011, recording CAGR of 8.7% for a period from 2006-11  Projected growth rate for a period of 2011-16 is 6.7%  Moisturisers, Hydrating Lotions and skin creams are the common products in this category.
70 60 50 $ mn 43.6 46.4 49.4 68.4

30 20 10 0




2006 2007 2008 2009 2010 2011 2016


Company Shares $mn  Body Care Market in UAE is captured by the top two companies approx. covering around 54% market share.  Unilever is the market leader with 29% market share considering it has two brands in this category, closely followed by Beiersdorf with 25%.
Others, 19.7, 40% Unilever, 14.2, 29% Beiersdorf, 12.5, 25%

Clarins SA, 0.2, 0% Avon , 0.1, 0%
Dana Classic, 0.3, 1% LVMH, 0.4, 1%

L'Oréal, 2.1, 4%

 Vaseline covers 20% market share, having a 10.1 $ mn market worth in this segment, just behind Nivea covering 25% market Brand Shares $mn share.  Dove, also a Unilever product accounts a market share of 8%, closely following Vaseline.
La Prairie, 0.1, 0% Avon, 0.1, 0% Clarins, 0.2, 0% Dana, 0.3, 1% Christian Dior, 0.4, 1% Others, 19.7, 40% Nivea, 12.5, 25% Vaseline, 10.1, 20%

Dove, 4.1, 8%

Lancôme, The Body Shop, 0.8, 2% 1.3, 3%

 Hand Care Market in UAE is on a steady growth, with CAGR of 9.3% for a period from 2006-11  Projected growth rate for a period of 2011-16 is 7.5% which is worth 5.6 $mn.  Products of age-defying and, increasingly, whitening properties are the products companies look to bring in.
6 5 4 $ mn 3 2 1 0 2006 2007 2008 2009 2010 2011 2016 3.1 3.4 3.6 3.9 5.6




Company Shares $mn  Hand Care Market in UAE is very small and not so competitive, with very less no. of players  P&G is the market leader with 20% market share, closely followed by Beiersdorf with 18% and Unilever constitutes 8%.
Others, 1.8, 46% P&G, 0.8, 20% Beiersdorf , 0.7, 18%

Avon , 0.1, 3%

Himalaya Drug , 0.2, 5%

Unilever , 0.3, 8%

 As per the company shares P&G product Olay leads the market share of 20%, whereas Vaseline has 8% market share.

Brand Shares $mn

Olay, 0.8, 20%

Others, 1.8, 46%

Nivea, 0.7, 18%

Avon, Himalaya, 0.1, 3% 0.2, 5%

Vaseline, 0.3, 8%



Location Middle East, bordering the Persian Gulf and the Red Sea, north of Yemen

Land Boundaries: 4,431 km Border Countries: Iraq 814 km, Jordan 744 km, Kuwait 222 km, Oman 676 km, Qatar 60 km, UAE 457 km, Yemen 1,458 km

Languages: Arabic (official)

Population: 26,534,504 (July 2012 est.) Age structure:    0-14 years: 29.4% (male 3,939,377/female 3,754,020) 15-64 years: 67.6% (male 9,980,253/female 7,685,328) 65 years and over: 3% (male 404,269/female 368,456) (2011 est.)

Religion: Muslim 100%

Economic Snapshot GDP (purchasing power parity): $676.7 billion (2011 est.) GDP - per capita (PPP): $24,000 (2011 est.)


Boroplus against Vaseline: Identified Gaps of presence in KSA
VASELINE BOROPLUS Skin Cream Aloe cool & fresh cream Healthy hand & nail cream Total Moisture Lotion Petroleum jelly Antiseptic Cream Advanced Moisturising Lotion Prickly Heat Powder Anti Bacterial Soap Hand & Nail cream Cool & Fresh Cream Petroleum Jelly GAPS


HEADLINES      Skin care increases in CAGR for a period of 2011-16 by 9.4%, with a market value of 461.8 $mn Company activity pushes the shift away from premium brands towards mass/masstige brands Facial Care in KSA remained growing at a high rate with a CAGR of 10.5% for the period of 2006-11 Beiersdorf AG leads skin care in 2011 with a 23% value share Skin care is set to increase in constant value at a CAGR of 10.5% over the forecast period.

TRENDS  Premium products remained the key trend in skin care in Saudi Arabia as the increasing numbers of Saudi women joining the workforce led to rising purchasing power among the main target audience for skin care. Skin whitening and anti-agers remained the main drivers of growth in skin care in Saudi Arabia. The majority of skin care brands are beginning to use anti-ageing formulas in their composition in both facial care and body care.




Current CAGR for a period of 2006-11 has been 9.4%, with a market value of 461.8 $mn Projected CAGR is expected to be 8.8% as per Euromonitor for a period of 2011-16.

700 600 500 $ mn 400 300 200 100 0 2006 2007 2008 2009 2010 2011 2016 294.5 323.2 359.4 387.5 421.3 461.8

Facial Care in KSA is also growing at a high rate with a CAGR of 10.5% for the period of 2006-11 Body Care is growing at a CAGR of 8.4% and according to Euromonitor projection it is noted to be growing at the same rate for a period of 2011-16.
800 700 600 500 $ mn 400 300 200 100 0 2006 2007 2008 2009 2010 2011 2016 17.2 16.0 176.5 191.1 143.7 163.9 127.5 18.9 20.9 23.1 325.5 25.6 209.9 338.0 Hand Care Facial Care Body Care 40.4

207.0 226.3 151.0 162.3 176.7 190.1

Value growth in skin care rose to 9% in 2010, commensurate with the 9% current value CAGR registered over the entire review period. Rising unit prices continued to drive value growth in skin care to a significant extent during 2010, with the launch of more sophisticated value added products also pushing unit prices upwards.

The majority of new product launches in skin care were concentrated in facial care as this a very well established skin care category in which Saudi consumers are constantly looking for innovation.

Chanel SA, Henkel, 8.0, 2% 8.1, 2% Clarins SA, 8.2, 2% LVMH, 14.5, 3%

Others, 64.2, 14%

Company Shares $mn
Beiersdorf, 106.4, 23%
Unilever , 76.1, 16%

L'Oréal , 71.8, 16% J&J, 30.1, 6% Kao, 33.4, P&G, 41.2, 9% 7%


Top five companies almost cover ~71% market share Leading the market is Beiersdorf with 23% market share followed by Unilever with 16%, but having three products in the segment (Dove, Vaseline& Fair & Lovely)

Brand Shares $mn
Others, 147.0, 32% Fair & Lovely, 9.3, 2% Johnson's, 10.9, 2% The Body L'Oréal Shop, Paris, 24.6, Vaseline, Lancôme, 25.6, 6% 5% 19.0, 4% 19.9, 4% Nivea, 103.2, 22% Olay, 39.7, 9% Jergens, 32.7, 7% Dove, 30.0, 7%

 

Nivea is the market leader with 22% market share, followed by Olay with 9%. Vaseline constitutes a market share of ~6%, which is also included in the top five brands, which totals a market share of ~ 51%.



Grocery Retailer (43.8%)

Non-grocery retailers (53%)

Direct Selling (2%)
Superm arket (19.6%) Hyperma rkets (13.4%) Other Small Grocer Grocer y y Retailer Retailer s s (1.2%) (9.6%)

Home shopping (1%)

Internet Retailing (0.1%)

Health & Beauty Retailer s (43.5%)

Mixed retailer s (7.5%)

Outdoo r Market s (0.1%)

Other NonGrocer y Retailer s (1.9%)

Health and Beauty Retailers occupy a major percentage of skin care products being sold in KSA.


BODY CARE MARKET IN SAUDI ARABIA  Body Care Market in KSA is growing at a CAGR of 8.4% for a period from 2006-11 Projected growth rate for a period of 2011-16 is forecasted to grow at the same rate

350 300 250 $ mn 200 151.0 162.3 176.7 190.1 207.0 226.3


100 50

2006 2007 2008 2009 2010 2011 2016

 Increasing demand for slimming/firming/anti-cellulite creams. (Euromonitor)  Body Care Market in UAE is lead by Beiersdorf with a market share of 30%, with a total market value of about 68.1 Company Shares $mn $mn.  Unilever is also in the top bracket with 23% market share, collectively with Beiersdorf having ~53% market share.  Nivea in the body care segment is the leader with 30% market share.
Others, 17.4, 8% Clarins, 2.3, 1% Oriflame, 2.6, 1% LVMH, 4.3, 2% Beiersdorf, 68.1, 30% Unilever, 52.4, 23%

Kao, 31.6, 14%

Henkel, 6.9, 3% J&J, 9.6, 4%

P&G, 9.8, 4%

L'Oréal, 21.3, 10%

 Vaseline falls in the top five brands, having a market share of 10% values at 23.3 $mn
Glysolid, 5.2, 2%

Brand Shares $mn
Others, 35.1, 15%

Lancôme, 5.7, 3% Crème 21, 6.9, 3%

Nivea, 66.9, 30%
Jergens, 31.4, 14%

Johnson's, 7.4, 3%
Olay, 9.8, 4% The Body Shop, 10.9, 5%

Dove, 23.8, 11%

Vaseline, 23.3, 10%


HAND CARE MARKET IN SAUDI ARABIA  Hand Care Market in KSA is growing with a CAGR of 9.9% for a period from 2006-11
$ mn 45 40 35 30 25 20 15 10 5 0 2006 2007 2008 2009 2010 2011 2016 16.0 17.2 18.9 20.9 23.1 25.6


 According to Euromonitor, it would be growing sector with a projected CAGR of 9.6% for period 2011-16.

 Hand conditioning lotions, anti agers and hand lotion creams remained the most sought products in KSA. Company Shares $mn
Unilever, 7.6, 30%

 Beiersdorf covers almost ~50% of the hand care market in Saudi Arabia, followed by Unilever covering around ~30%, thus making a duopolistic market.  Nivea with 46% market share is the market leader with ~ 11.8 $mn market value.  Unilever products Dove is second, with 17% market share followed by Vaseline with 9%.
Others, 0.5, 2% Fa, 0.2, 1% The Body Shop, 0.7, 3% Neutrogen a, 0.8, 3% Jergens, 0.9, 4% Crème 21, 0.9, 3%

Beiersdor f, 12.8, 50%

Henkel, 1.1, 4% P&G, 1.1, 4% L'Oréal,J&J, 0.8, Kao, 0.7, 3% 3% 0.9, 4%

Others, 0.5, 2%

Brand Shares $mn Nivea, 11.8, 46% Dove, 4.3, 17%

Glysolid, 1.0, 4%

Atrix, 1.0, 4%

Vaseline, 2.3, 9% Olay, 1.1, 4%



Location Northern Africa, bordering the Mediterranean Sea, between Libya and the Gaza Strip, and the Red Sea north of Sudan, and includes the Asian Sinai Peninsula

Land Boundaries: 2,665 km Border Countries: Gaza Strip 11 km, Israel 266 km, Libya 1,115 km, Sudan 1,273 km

Languages: Arabic (official), English*, French* *Understood by educated class

Population: 83,688,164 (July 2012 est.) Age structure:    0-14 years: 32.7% (male 13,725,282/female 13,112,157) 15-64 years: 62.8% (male 26,187,921/female 25,353,947) 65 years and over: 4.5% (male 1,669,313/female 2,031,016) (2011 est.)

Religion: Muslim (mostly Sunni) 90%, Coptic 9%, Christian 1%

Economic Snapshot GDP (purchasing power parity): $515.4 billion (2011 est.) GDP - per capita (PPP): $6,500 (2011 est.)


Boroplus against Vaseline: Identified Gaps of presence in Egypt VASELINE Aloe cool & fresh cream Healthy hand & nail cream Total Moisture Lotion Petroleum jelly Body Moisturizer Petroleum jelly BOROPLUS GAPS Cool & Fresh cream Hand & Nail cream

SKIN CARE MARKET IN EGYPT HEADLINES     11.9% Compounded annual growth recorded for the year Widening range and affordable prices at supermarkets/hypermarkets boost sales in Egypt Eva Cosmetic Laboratories is at the top of the market charts with 17% market share in 2011 12.4% value CAGR expected for forecast period 2011-16.

TRENDS  Skin care saw 11.9% current value growth in 2006-11 over the period, with this representing a stronger growth. This is mainly due to the widening range of skin care offered by a growing 120 number of supermarkets/ 103.3 hypermarkets. Growth 100 was also encouraged by 80 the influence of lifestyle 57.7 52.4 60 magazines, with these 45.2 39.8 35.7 media channels 32.9 40 encouraging consumers 20 and especially women to invest more time in 0 2006 2007 2008 2009 2010 2011 2016 maintaining youthful and skin.
$ mn


Projected CAGR as per Euromonitor for a period of 2011-16 would increase to 12.4%, indicating an opportunity to grow.

100 80 $ mn 60 40 20 1.0 1.3 1.6 1.9 2.1 2.3



Hand Care Facial Care Body Care

Hand Care market is 0 projected to grow 2006 2007 2008 2009 2010 2011 2016 with a current CAGR of 13.9% for a period of 2006-11 to a CAGR of 15.31%, in a very small market indicating a high growth in the future. There was a growing interest in whitening skin care, with many women regarding a pale and even skin tone as a key element of beauty. These products are mainly available in facial moisturisers and nourishers/anti-agers. Both international and domestic brands offer whitening skin care, including products such as Unilever and Eva. Firming/anti-cellulite body care remained insignificant, these products are typically offered only in upmarket chemists/pharmacies and beauty specialist retailers in highincome urban areas and are too expensive Company Shares $mn for the majority of consumers. Top 5 companies account for a total of ~57%, considering there are lot of players in the market evident in the chart, where some companies not in top 10 account for ~26% market share
L'Oréal , 1.2, 2% Clarins , 1.4, 2% Luna , 1.5, 3% Avon, 3.0, J&J, 5.2, Marico, Beiersdorf, 5% 2.1, 4% 9% 2.7, 5% Others, 15.2, 26%

29.6 32.2 23.8 26.3 47.3 19.8 21.5 20.6 23.2 12.1 12.9 14.5 16.9

Eva , 9.6, 17%

Unilever, 8.7, 15%

Oriflame, 6.9, 12%

 

Eva Cosmetic Lab. is the market leader with 17% market share, closely followed by Unilever with 15% Oriflame with 12% market share is the leader, closely followed by Eva with 11%.
Brand Shares $mn
Others, 23.6, 41% Oriflame, 6.9, 12% Eva, 6.5, 11% Johnson's, 3.7, 6% Avon, 3.0, 5% B-White, 1.6, 3% Fiancée, 2.1, 4% Nivea, 2.1, 4% Fair & Dove, Lux, 2.9, Lovely, 2.3, 4% 5% 3.0, 5%




Grocery Retailer (27.8%)

Non-grocery retailers (52.7%)

Direct Selling (19.5%) Superma rket (13.9%) Hyperm arkets (2.1%) Small Grocery Retailer (11%) Other Grocery Retailer (0.8%) Health & Beauty Retailers (48%) Mixed retailers (3%)
Outdoor Markets (1.7%)

Skin Care products are now perceived to have health & beauty benefits, thus having a high distribution with Health & Beauty Retailers.

BODY CARE MARKET IN EGYPT  Body Care Market in Egypt is growing at a CAGR of 13.9% for a period from 2006-11 Projected growth rate for a period of 2011-16 is forecasted to grow at a much higher rate of 15.3%, with the value being 47.3 $mn, indicating a market growth.

50 45 40 35 30 25 20 15 10 5 0


$ mn

20.6 12.1 12.9 14.5 16.9


2006 2007 2008 2009 2010 2011 2016


Company Shares $mn

Body Care Market in UAE is majorly covered by the top five companies totalling to ~ 72% market share. Eva cosmetic is the market leader with 28% as compared to Unilever which has a 19% market share.

Eva Cosmeti c, 6.4, 28%

Unilever , 4.5, 19% J&J, 2.2, 10% Beiersdo rf, 1.0, 4% Marico, 2.1, 9% Oriflame , 1.3, 6%

Others, 3.6, 16%
Clarins SA, 0.5, Avon, Burnus, 2% 0.7, 3% 0.8, 3%
Clarins, 0.5, 2% Avon, 0.7, 3% Kamill, 0.8, 3% Nivea, 1.0, 4% Oriflame, Dove, 1.7, Fiancée, 1.3, 6% 2.1, 9% 7%

Eva product with 28% market share is the market leader with 28% market share, followed by Lux (Unilever) with 13% market share. Vaseline has a negligible market share which cannot be determined, included under the others bracket which constitutes a total of 16% market share.

Others, 3.6, 16%

Brand Shares $mn
Eva, 6.4, 28% Lux, 2.9, 13%

Johnson's , 2.2, 9%

3.5 3.0

3.4 2.3

$ mn

2.5 2.0 1.5 1.0 1.0

Hand Care Market in Egypt has a very small market recording a growth of 18.3% for a period from 2006-11 Projected growth rate for a period of 201116 to fall to about 8.1% with growing competition and market size Hand Care Market in Egypt is very small as shown in the above slide with less no. of companies, with top 5 companies covering ~ 50% market share.





0.0 2006 2007 2008 2009 2010 2011 2016

Company Shares $mn
Oriflame , 0.8, 33% Others, 0.4, 17%

Beiersdo rf, 0.5, 21% Unilever , 0.3, 13%

Beiersdorf with 21% market share is the leader, closely followed by Unilever with 13%, worth a 0.3 $mn value.

Avon , Yasmina Cosmetics 0.1, 4% , 0.1, 4% , 0.2, 8%



Brand Shares $mn

Oriflame covers the highest brand share with 0.8 $mn market value, and a 34% market share, followed by Atrix. Vaseline’s market value is 0.1 $mn, with 4% market share.
Others, 0.4, 17%

Oriflame , 0.8, 34%

Atrix, 0.5, 21% Dove, 0.2, 8%

Vaseline Avon, , 0.1, 4% 0.1, 4%

Luna, Yasmina 0.2, 8% , 0.1, 4%

LIP CARE MARKET IN EGYPT  Lip Care Market in Egypt being small is growing at a 11.4% CAGR for a period 2006-11
$ mn 4.0 4.0

2.0 1.0 0.0 1.4 1.5 1.6 1.9



 

Projected growth rate for a period of 2011-16 is forecasted by Euromonitor to be 10.8% Lip Care Market in Egypt is a 2.4 $mn market, in which Luna covers 54% market share with very less no. of companies.

2006 2007 2008 2009 2010 2011 2016

Company Shares $mn
Luna, 1.3, 54% Oriflam e , 0.3, 13% Avon , 0.2, 8% Mash , 0.2, 8%

  

Oriflame is second on list with only 13%, Unilever on other hand has a meagre market share. Luna similar to its company share has a 54% market share with 1.3 $mn market value

Others, 0.3, 13% Beiersd orf , 0.1, 4%

Vaseline has a negligible market share which cannot be determined, included under the others bracket which constitutes a total of 13% Brand Shares $mn Labello, market share.
0.1, 4% Avon, 0.2, 8% Others, 0.3, 13% Luna, 1.3, 54%

Liza, 0.2, 8%

Oriflame, 0.3, 13%



Location Southeastern Asia, bordering the Gulf of Thailand, Gulf of Tonkin, and South China Sea, as well as China, Laos, and Cambodia

Land Boundaries: 4,639 km Border Countries: Cambodia 1,228 km, China 1,281 km, Laos 2,130 km

Languages: Vietnamese (official), English (second language), French, Chinese, Khmer Mountain area languages (Mon-Khmer and Malayo-Polynesian)

Population: 91,519,289 (July 2012 est.) Age structure:    0-14 years: 25.2% (male 11,945,354/female 10,868,610) 15-64 years: 69.3% (male 31,301,879/female 31,419,306) 65 years and over: 5.5% (male 1,921,652/female 3,092,589) (2011 est.)

Religion: Roman Catholic 89.8% (about 75% practicing), Eastern Orthodox 1.3%, Protestant 0.3%, other 0.3% unspecified 8.3% (2002)

Economic Snapshot GDP (purchasing power parity): $ $765.6 billion (2011 est.) GDP - per capita (PPP): $20,100 (2011 est.)


Boroplus against Vaseline: Identified Gaps of presence in UAE

Vaseline body lotion Vaseline body wash Vaseline face wash Vaseline face wash scrub Vaseline aloe cool & fresh lotion Vaseline lip therapy original Vaseline healthy white Vaseline lip therapy rose lips Vaseline petroleum jelly Vaseline Total Moisture Lotion Healthy White Cream Lip therapy Petroleum Jelly Body Lotion Face Wash Cool & fresh Lotion


HEADLINES       Skin care sees strong compounded growth of 21% for a period 2006-11 Skin care products are more diversified to satisfy consumer needs and brand availability is better due to growing demand Nourishers/anti-agers has the highest current value growth in skin care at 27% Unit prices increase in 2010 due to increasing availability and consumer preference for more expensive brands Beiersdorf AG continues to lead skin care with 15% value share in 2010 Over the forecast period skin care is expected to grow by a constant value CAGR of 12%



250 202.5 200

Skin care saw a strong compounded annual growth 150 of 18.8% in 2006-11 as it 100 became more diversified. As 51.2 39.3 44.9 50 consumers became more knowledgeable about the 0 2006 2007 2008 skin care process, companies continued to launch more diversified products targeting special needs to drive sales.
$ mn








Firming/anti-cellulite body care was another good performer in skin care. Most Vietnamese women, especially those in middle-age, do not exercise regularly and thus need to rely on firming/anti-cellulite 250 products to treat their 8.5 200 bodies. Post-pregnancy women were also a main Hand Care 150 Facial Care consumer group for this 5.9 175.4 100 Body Care 4.8 segment, as they strive to 4.3 4.1 3.9 3.6 78.6 50 attain their pre-pregnancy 59.8 36.8 42.3 49.2 31.9 18.6 8.7 body and skin. 6.7 5.5 4.8 4.2 3.7 0
$ mn 2006 2007 2008 2009 2010 2011 2016

Projected CAGR for a period of 2011-16 is 16.8%, showing a growth to almost double. Facial Care is the most sought after market in Vietnam, with GAGR of 2006-11 recorded at 19.8% and also projected to grow at 17.6%, value of which according to Euromonitor would be 175.4 $mn. Facial products were advertised to cater to an extensive range of skin types, from normal, dry, or oily skin. As Vietnam is a tropical country, the weather is usually humid. Consumers were more prone to oily skin. There was therefore more demand for these products.


Company Shares $mn

Top 5 companies account for a total of ~52%, considering there are lot of players in the market, with Beiersdorf being the market leader with 15%, unilever being 9%

J&J, 2.6, 3% Avon , 3.0, 3% Wipro, 3.9, 4% Kao, 5.9, 6%

Others, 23.1, 25%

Beiersdorf, 13.6, 15% P&G, 11.6, 12%
Unilever , 8.1, 9%

Competition is high as evident in the others share bracket which accounts for ¼ th market share.

Oriflame, 6.1, 7%

Shiseido, L'Oréal, 7.0, 8.1, 9% 7%

 

Nivea accounts for 15% market shared valued at 13.6 $mn market size.
Brand Shares $mn

Vaseline has total of 1.6 $mn market size in a very competitive market.

Others, 32.4, 35%

Nivea, 13.6, 15%

Olay, 11.6, 12%

Beiersdorf offered body, lip 8.1, 9% Kanebo, and facial to hand care, 2.4, 2% targeting different trends L'Oréal Oriflame, Bioré, Eversoft, Paris, 5.2, 6.1, 6% Avon, 3.0, Pond's, such as firming, anti-acne, 3.5, 3% 6% 3.5, 4% 4% 3.7, 4% whitening and men’s grooming, which satisfied the consumer.



Grocery Retailer (40.7%)

Non-grocery retailers (44.7%)

Direct Selling (14.6%) Supermar ket (20%) Hyperma rkets (8%) Small Grocery Retailer (12.7%) Health & Beauty Retailers (29.6%) Mixed retailers (13.3%)
Other Nongrocery retailers (1.8%)


BODY CARE MARKET IN VIETNAM  Body Care Market in Vietnam is on a high with a CAGR of 18.6% for a period from 2006-11 and projected to grow with that market almost doubling, valuing 18.6 $mn in 2016, with CAGR of 16.4% for the 2011-16.

20 15 $ mn 10 5 0 3.7 4.2 8.7




2006 2007 2008 2009 2010 2011 2016

Body Care Market in Vietnam is lead by Beiersdorf with 19% market share. Unilever hails a 15% market share, valuing 1.3 $mn. Nivea is the market with 19% market share, closely followed by Oriflame with 16% Vaseline has a market share of 7%, valuing a 0.6 $mn, interesting thing is presence of Hazeline, also a Unilever product in the similar range.
Others, 1.5, 17%

Company Shares $mn
Beiersdorf , 1.7, 19% Oriflame, 1.4, 16%

Unilever, 1.3, 15%
Avon, 0.7, 8%

Elizabeth Arden, 0.1, 1% L'Oréal, Ascendia, 0.3, 3% 0.3, 3%

P&G, 0.6, 7% Wipro, Clarins, 0.3, 4% 0.6, 7%

Lander, 0.2, 2% Enchanteur, 0.2, 2% Vichy, 0.3, 3% Clarins, 0.6, 7%

Brand Shares $mn
Others, 1.8, Nivea, 1.7, 19% 21% Oriflame, 1.4, 16% Avon, 0.7, 8% Hazeline, 0.7, 8% Olay, 0.6, 7%

Vaseline, 0.6, 7%


HAND CARE MARKET IN VIETNAM  Hand Care Market in Vietnam has been growing at a 10.4% CAGR for a period from 200611
10 8 $ mn 6 4 2 3.6 3.9 5.9 4.1 4.3 4.8


Projected growth rate for 0 a period of 2011-16 to be 2006 2007 2008 2009 2010 2011 2016 about 7.6% with growing market size which would be valued at ~8.5 $mn. Hand Care Market in Vietnam is constituted of less number of companies. Unilever with 17% market share is the leader, closely followed by Beiersdorf with 13%, whereas the last few companies constituting 42% market share valued at 2.5 $mn.
Company Shares $mn
Unilever, 1.0, 17% Others, 2.5, 42% Shiseido, 0.1, 2% J&J, 0.2, L'Oréal, 3% 0.2, 3% PH Lana , Ascendia Beauty, 0.2, 3% , 0.3, 5% 0.3, 5% Beiersdo rf , 0.8, 13% Oriflame , 0.4, 7%

Vaseline has a market share of 17% thus covering the highest brand share with 1 $mn market value, and a 17% Brand Shares $mn Vaseline, market share, followed by 1.0, 17% Nivea. Others,
2.4, 40% Olay, 0.1, 2% Shiseido, 0.1, 2% Neutrogen a, 0.2, 3% Vichy, 0.2, Lana, 0.2, Lander, 3% 3% 0.3, 5% Nivea, 0.8, 13% Oriflame, 0.4, 7% Freeman, 0.3, 5%


FACE CARE MARKET IN VIETNAM  Facial Care in Vietnam is the most dynamic sector growing at a 19.8% CAGR for the period 2006-11, currently valuing at 78.6 $mn.
200 150 $ mn 100 50 0 2006 2007 2008 2009 2010 2011 2016 A tremendous growth is also projected which according to euromonitor is going to be valued at 175.4 $mn thus accounting for a CAGR of 17.4%. 42.3 49.2 31.9 36.8 78.6 59.8 175.4

Company Shares $mn

Body Care Market in Vietnam is competitive, leading the race is Beiersdorf with ~14%. Unilever has a 8% market share, valuing 5.9 $mn.

Beiersdor f , 11.1, 14% Others, 17.6, 23%

P&G, 10.8, 14%

Shiseido, 8.0, 10% L'Oréal , 6.6, 8% Kao, 5.9, 8% Unilever, 5.9, 8% J&J, 2.5, Wipro, Oriflame, 3.5, 4% 4.2, 5% 3%


Nivea is the market with 14% 2.2, 3% market share, closely followed by Olay with less than 14%. Vaseline has a market value a 1.6 $mn, but does not fall in the top 10 bracket hence not included in the pie.
Brand Shares $mn

Others, 23.8, 30%

Nivea, 11.1, 14% Olay, 10.8, 14% L'Oréal Paris, Oriflame, 5.2, 4.2, 5% 7% Eversoft, 3.5, 5%

Avon, 2.2, 3%
Kanebo, 2.4, 3% Pond's, 3.5, Bioré, 3.5, 4% 5%

Shiseido, 8.0, 10%



Location Southern Asia, bordering the Arabian Sea, between India on the east and Iran and Afghanistan on the west and China in the north

Land Boundaries: 6,774 km Border Countries: Gaza Afghanistan 2,430 km, China 523 km, India 2,912 km, Iran 909 km

Languages: Punjabi 48% Sindhi 12%, Saraiki (a Punjabi variant) 10%, Pashtu 8%, Urdu (official) 8%, Balochi 3%, Hindko 2%, Brahui 1%, English Burushaski, and other 8%

Population: 190,291,129 (July 2012 est.)

Age structure:    0-14 years: 35.4% (male 34,093,853/female 32,278,462) 15-64 years: 60.4% (male 58,401,016/female 54,671,873) 65 years and over: 4.2% (male 3,739,647/female 4,157,870) (2011 est.)

Religion: Muslim (official) 95% (Sunni 75%, Shia 20%), Other (Christian and Hindu)5%

Economic Snapshot GDP (purchasing power parity): $488 billion (2011 est.) GDP - per capita (PPP): $20,100 (2011 est.)


Boroplus against Vaseline: Identified Gaps of presence in Egypt VASELINE Vaseline Total Moisture Vaseline Aloe Fresh Hydrating Lotion Vaseline Intensive Rescue Lotion Vaseline Menz Hydrating Lotion Intensive Rescue Lotion Mens Hydrating Lotion BOROPLUS GAPS Total Moisture Aloe Fresh Hydrating Lotion

SKIN CARE MARKET IN PAKISTAN  Pakistan has a fairly growing Skin care market with a CAGR of 10% for the period 2006-15 Projected CAGR for a period of 2011-15 is 8.5%, considering the growing competition. 
120 120 100 $ mn 80 60 40 20 0 2006 2007 2008 2009 2010 2011 2015 53.2 59.1 64.8 71.1 78.1 85.5


Facial Care leads the segment with market size of 62.5 $mn, with a CAGR of 9.9% for a period of 200611. Skin care market in Pakistan is a 78.2 $mn market, having Unilever leading the way with 36% market share. Top five companies covering ~75% of market share in whole.

5.7 3.7 57 7.1 4.1 86.9 62.5 7.7 10.6 Hand Care Facial Care Body Care

100 80 $ mn 60 40 20 0 2.5 2.8 3.1 3.4

51.9 38.9 43.2 47.3 4.9 5.5 6 6.5

2006 2007 2008 2009 2010 2011 2015

Church & Dwight, 1.2, 1% Beiersdorf, 1.4, 2% Reckitt Benckiser, 1.9, 2% J&J, 2.8, 4%

Coty Inc., 1.1, 1%

Company Shares $mn

Others, 11.4, 15%

Unilever, 28, 36%

Forvil, 9.1, 12%

Revlon, 11.9, 15%

L'Oreal, 2.8, 4%

Coslab, 6.6, 8%



Supermarkets Convenience / Stores hypermarkets (8.29%) (19.68%) Department Stores (incl. Duty-Free Shops) (4.39%)

Independent Retailers (37.59%)

Specialist Retailers (26.96%)

Pharmacies / drugstores (2.76%)

Independent retailers form the major part of distribution of Skin Care items in Pakistan

BODY CARE MARKET IN PAKISTAN  Body Care Market in Pakistan is on a steady growth with a CAGR of 9.5% for a period from 2006-11
12 10 $ mn 8 6 4 2 0 4.9 5.5 10.6 6.5 7.1 7.7


 Projected to grow with that valuing 10.6 $mn in 2015, with CAGR of 8.3% for the 2011-15.  Unilever with a ~44% market share leads the Pakistan market.  Less number of competition in this market.

2006 2007 2008 2009 2010 2011 2015

Unilever , 3.1, 44%

Company Shares $mn

Forvil , 1, 14% Other, 1.6, 22%

Henkel , 0.4, 6%

Coslab, 1, 14%


HAND CARE MARKET IN PAKISTAN  Hand Care Market in Pakistan has been growing at a 10.4% CAGR for a period from 2006-11 Projected growth rate for a period of 2011-16 to be about 8.6% with growing market size.
6 5 4 3.4 3.7 4.1 5.7

$ mn






0 2006 2007 2008 2009 2010 2011 2015

Hand Care Market in Pakistan is constituted of very less number of companies. Beiersdorf being the market leader with 31% market share.

Company Shares $mn Other, 1.4, 37% Coty , 1.1, 29% Beiersdo rf, 1.2, 31%

Del Laborato ries, 0.1, 3%


METHODOLOGY FOR ANALYSIS PARAMETERS FOR ANALYSIS & WEIGHTAGE COUNTRY PARAMETERS:  Population (5)  Population Growth Rate (10)  GINI Index (5)  Ease of Doing Business (World Rankings) (20)  Per Capita GDP PPP (10) SKIN CARE PARAMETERS:  Market Size (10)  CAGR 2006-11 (10)  CAGR 2011-16 (15)  Per Capita Skin Care Consumption (5)  Herfindahl Index (10) HAND CARE/ BODY CARE/ FACIAL & LIP CARE  Market Size (20)  CAGR 2006-11 (20)  CAGR 2011-16 (40)  Herfindahl Index (20)

STEPS TAKEN FOR ANALYSIS     Every parameter was given a rating and a weightage. Ratings were given on 5, with a comparative study. Ratings were then multiplied with the given weightage; to get the SCORES. A sum of the SCORES were taken to get a clear picture of the priority markets, each different for:  COMMON PARAMETERS (Country and Skin Care Market Parameters)  BODY CARE MARKET PARAMETERS  HAND CARE MARKET PARAMETERS


Common Parameter Analysis UAE Population Rating Weightage Weighted Rating Population Growtn Rate (2012 est.) Rating Weightage Weighted Rating Gini Index (2007-08) Rating Weightage Weighted Rating Ease of Doing Business World Rankings Ratings Weightage Weighted Rating GDP Per Capita PPP (2011) in $ Rating Weightage Weighted Rating SKIN CARE Size ($ mn) Rating Weightage Weighted Rating CAGR 06-11 Rating Weightage 124.9 3.9 10 39 11.80% 3.7 10 461.8 4.4 10 44 9.40% 2.8 10





5,314,317 26,534,504 83,688,164 91,519,289 190,291,129 1.5 5 7.5 3.06% 4 10 40 31*** 3.6 5 18 33 3.8 20 76 48,500 4.5 10 45 2.5 5 12.5 1.52% 2.8 10 28 32*** 3.2 5 16 12 4.5 20 90 24,000 4 10 40 3.2 5 16 1.92% 3.3 10 33 34.4* 2.5 5 12.5 110 2 20 40 6,500 3 10 30 57.7 2.4 10 24 11.90% 3.8 10 3.5 5 17.5 1.05% 2.4 10 24 37.6 2 5 10 90 2.8 20 56 3,300 2.2 10 22 93.1 3.1 10 31 18.80% 4.5 10 4.3 5 21.5 1.55% 3 10 30 30.6 4 5 20 105 2.3 20 46 2,800 1.9 10 19 85.5 2.8 10 28 10% 3 10

Weighted Rating CAGR 11-16 Rating Weightage Weighted Rating Per Capita Consumption ($ mn) Rating Weightage Weighted Rating Herfindahl Index Rating Weightage Weighted Rating

37 7.40% 2.9 15 43.5 1.1 3 5 15 0.08 2.5 10 25

28 8.80% 3.4 15 51 17.2 4.4 5 22 0.12 3.8 10 38

38 12.40% 4 15 60 0.7 2.8 5 14 0.08 2.5 10 25

45 16.80% 4.5 15 67.5 15.1 4.2 5 21 0.06 2 10 20

30 8.50% 3.2 15 48 0.5 2.5 5 12.5 0.14 4 10 40

The Analysis of the data is as follows:
380 360 340 320 300 280 260 240 220 200 Country 369.5 346 314 292.5 295


UAE 346

KSA 369.5

EGYPT 292.5



 Overall analysis of country and skin care market parameters indicate that Saudi Arabia (KSA), is a proven leader, most importantly in terms of Ease of doing Business and market size.  Also noticeable is a fact that Vietnam is a growing skin care market and rates third in terms of overall entry.  Egypt on other hand though has a growing skin care market scores low on ease of doing business.


Body Care Market Parameter Analysis UAE KSA EGYPT VIETNAM PAKISTAN

Size ($ mn) Rating Weightage Weighted Rating

49.4 3.7 20 74

226.3 4.5 20 90

23.2 3.2 20 64

8.7 2.3 20 46

7.7 2 20 40

CAGR 06-11 Rating Weightage Weighted Rating CAGR 11-16 Rating Weightage Weighted Rating

8.70% 2.8 20 56 6.7% 2.6 40 104

8.40% 2.5 20 50 8.4% 3.3 40 132

13.90% 4 20 80 15.3% 4 40 160

18.60% 4.5 20 90 16.4% 4.4 40 176

9.50% 3.4 20 68 8.3%** 3.2 40 128

Herfindahl Index Rating Weightage Weighted Rating

0.15 3.5 20 70

0.17 3.8 20 76

0.13 3.2 20 64

0.1 2.3 20 46

0.2 4 20 80


The Analysis of the data is as follows:
800 700 600


500 400 300 200

348 304 368




369.5 292.5



0 Body Care Parameters Common Parameters UAE 304 346 KSA 348 369.5 EGYPT 368 292.5 VIETNAM 358 314 PAKISTAN 316 295

 Saudi Arabia (KSA) is the overall leader in the Body Care segment with the common parameters, followed by Vietnam.  Egypt is the leader in the body care segment alone and projected to grow at a rate of 15.3%, also indicating a perfect competition ahead with the Herfindahl index being 0.13.  Looking at a product line of Vaseline in KSA market, BPIT and petroleum jelly and body lotion have got a good potential, whereas in Egypt Market, Vaseline products being under the Intensive Care Hood, BPIT can can be a better option considering direct relation


Hand Care Market Parameter Analysis UAE KSA EGYPT VIETNAM PAKISTAN

Size Rating Weightage Weighted Rating

3.9 2.5 20 50

25.6 4.2 20 84

2.3 2 20 40

5.9 3.1 20 62

4.1 2.8 20 56

CAGR 06-11 Rating Weightage Weighted Rating CAGR 11-16 Rating Weightage Weighted Rating Herfindahl Index Rating Weightage Weighted Rating

9.30% 2.9 20 58 7.50% 2.6 40 104 0.08 2.5 20 50

9.90% 3.2 20 64 9.60% 4 40 160 0.34 4.1 20 82

18.10% 4.5 20 90 8.10% 3.2 40 128 0.19 3.6 20 72

10.40% 3.8 20 76 7.60% 2.9 40 116 0.06 2.2 20 44

10.40% 3.8 20 76 8.6%** 3.5 40 140


The Analysis of the data is as follows:
900 800 700 SCORES 600 500 400 300 200 100 346 369.5 292.5 EGYPT 402 292.5 314 312 472 402 358

Hand Care Parameters Common Parameters

UAE 312 346

KSA 472 369.5

VIETNAM 358 314

 Saudi Arabia leads the market in the Hand Care segment individually, and also combining it with the common parameters, followed again by Egypt.  Also, to be considered is that even though both the above markets have higher market size; Vietnam has also got a good product line in the Hand Care segment.


Overall Market Analysis suggests that; The major markets which can be the priority in terms of Ranking are: 1. SAUDI ARABIA:  Rates well in all the given umbrella of parameters; Common, Body Care and Hand Care.  Body Care products are the best segment to enter the market. 2. EGYPT:  Though it does not rate in the country parameters, it seconds KSA, in terms of parameter ratings in Body care and Hade Care in combination with the Common Parameters.  Intensive Care products are pitched in by Vaseline, thus for Boro Plus entry with BPIT, would be a better option. 3. VIETNAM:  A huge market in terms of rate at which it is growing; and also standing well in the parameters rating.  Also, venturing in this market may also help us diversify in the Lip Care segment, for which the market size is less and opportunistic too.  Facial Care market in Vietnam is growing at a rapid rate; thus making it an opportunistic market to enter in this skin care category


The project “Mapping Boroplus Against Vaseline in Global Market” was the first big project in my life which I had to start and complete by myself. Initially it looked like a very big task, but gradually as I divided my work in divisions for which I kept specific deadlines, it became easier and interesting for me. I had always read about different marketing research works conducted to launch products in the market or to explore a market or to analyze the potential of the market, but this project gave me a real life experience of analyzing markets. My project was such that I had to understand the international markets and the products offered by the company by squeezing out information from the Export Managers and Brand Managers. This taught me the skill of asking the right questions for getting the right answers. Quality and not Quantity is what I learnt at Emami. Being on the job for almost two months I got awareness about the qualities required to perform a job successfully. This project taught me how to take a practical approach of looking at things and that too from different angles. Data mining is a tedious job but at Emami I learnt some of the effective ways of data mining. Networking is very essential for all of us at it can be fruitful at any point in future. Being a fresher I even learnt few of the arts of networking.


The following sources have been used to make this report: • • • • • • • Euromonitor Datamonitor CIA World Factbook GNPD Mintel World Bank

Definitions a) Skin Care: This is the aggregation of facial care, body care and hand care. b) General Purpose Body Care: Includes all body lotions or creams (including spray creams/lotions and dry oil sprays), both premium and mass market, marketed as moisturisers. Excluded are foot care products. c) Facial Care: This is the aggregation of acne treatments, facial moisturisers, nourishers/anti-agers, facial cleansers, toners, face masks, and lip care.


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