Skore Condoms, under the house of TTK PDL which has been in the market for the last three years is known for their constant endeavour to innovate in order to disrupt the category. From launching India’s first Sex conference to a condom fashion show to launching commercials to break the notion that condom is not only a man’s product, the brand has always tried to be edgy and bold to connect with their young consumers.
The brand has recently announced getting on board West Indies cricketers Dwayne Bravo and Chris Gayle for the launch of their premium product ‘Champion series’. Commenting on the reason behind choosing these unusual faces as the brand ambassadors for a condom brand, Vishal Vyas, General Manager, (Marketing), TTK-PDL, the makers of Skore Condoms said, “Since the name of our latest range is Champion, these players who are Champions by themselves fits into the brand image. Secondly, being a three year old brand, awareness and recall is always a fight for us, so getting associated with players who have such a huge fan following and great youth connect will surely help us.”
In an exclusive chat, Vyas spoke on his plans to use Bravo and Gayle, their marketing plans, budget allocated, market share of Skore, factors which have helped the brand gain dominance, target audience, challenges in the Indian condom market and others...
How will you be promoting the new ‘Champion’ series of condoms launched recently?
We will be coming up with an Indian version of the ‘Champion song’ which will be launched sometime in September. We are also working on TVCs and other creatives that will come around end-October. Yes, the song will initially launch on the digital platform, but we do have plans of getting it on TV as well.
What is the budget allocated for this particular campaign?
We have increased our budget to Rs 7 crore as compared to Rs 5 crore when we had launched our ‘Bold, Better and Naughtier’ campaign in February. We have activities lined up for around four months.
What is the current market share of Skore? Where do your competition brands figure out in the chart?
The brand commands a market share of 10% as per July 2016 and is valued at Rs 74.9 crore. Skore is currently third in the commercial condom market, which is led by Manforce (32.4%) and Moods (12.7%). Players like Kamasutra, Durex and Kohinoor is below us in terms of the market share.
What according to you, has helped in overtaking the market in such a short span of time?
When we launched, we were very clear that it is going to be a young brand and we made all our efforts and offerings targeted towards that. Also as a new brand, we had to disrupt the category, we kept trying harder and I guess that is how it helped us to gain the market share. Also in terms of quality, TTK has a history of condom manufacturing, so we are one of the world’s oldest condom manufacturers. Quality wise, we were always confident and sales because we were handling Kohinoor and Durex before the breakup. Thus, TTK's understanding of condom distribution helped Skore tremendously.
What is the kind of challenges in the condom market currently?
As far as challenges in this category is concerned, there is lack of assertiveness among the consumers. There is a kind of embarrassment, consumers want to minimise their time in transactions and want to get done with it as fast as possible. So the effort which you take to create brand awareness and brand recall is of no use, when the consumer comes to purchase. The retailer gets more power; he then gets to interfere in the preference of the consumers because they don’t want to interact further. This is a challenge for all the players in the category. As far as we are concerned, Skore is a new brand, we still have 35-40% awareness, as compared to our competitors who are well ahead of us.
What is the condom penetration in our country?
According to National Family Health Survey, it is just 5%. It is slightly more in urban market, but overall it is only 5%. For a category, it is a big challenge; we might not be worried so much because we are still a new brand. But going forward and in the years to come, it will be affecting us as well.
Are you trying to enter the rural market as well?
We are relatively stronger in the metros, we are present in tier I and tier II towns, but our presence is not strong enough. We want to strengthen our presence through various on-ground activities, in terms of getting our distribution act right. The fact is that distribution is there, but getting your product placed properly, is what we are working on.
Can you tell us about your future plans?
We will be launching in other countries, but it will not happen overnight and will take time. We aim to increase our market share from 10% to 15% in the next three years and are working on various innovations which we hope to bring in front of the consumers soon.