Secret Temptation aims to clock 100 crore revenue in the current fiscal year

The brand occupies a 16 per cent market share in the North Zone while Secret Temptation holds a market share of 3.3 percent in Delhi alone

e4m by Dolly Mahayan
Updated: Jul 25, 2018 8:54 AM

McNROE’s, Secret Temptation recently revamped its brand identity with a new tagline ‘Own Your Temptation’. The reason behind the overhaul of the brand is that, McNROE wants to focus on women’s grooming verticals and therefore, has expanded its product portfolio as well. In 2007, the brand launched its first product in the market, but the company believes it became obsolete with time, and now the ethos of the brand is entirely different.

“We have seen changes in women's attitudes and the brand has aspired to change its philosophy as well. There has been a complete change in society and we wanted to represent this change through our brand. So we came up with ‘Own your Temptation’ to celebrate and salute women who today, really own what they want to do. Therefore, the new colours of Secret Temptation are bolder, more vivid and unmistakably strong. That is the stroke of confidence we wand to show” said Narendra Kumar Daga, MD, McNROE.

Currently, the brand occupies a 16 percent market share in the Northern Zone, while Secret Temptation holds a market share of 3.3 percent in Delhi alone.
According to Daga, the women’s grooming market is growing faster than men’s deodorant segment and currently stands at Rs 750 crore and is expected to touch 100 crore in this fiscal year. However, he hopes to clock in an overall revenue of around 500 crore for the company.

Headquartered in Kolkata, the company is the second biggest deodorant maker in India after Fogg. Daga also added, “In the last one year we've grown compared to all other female focused brands”.

Nielsen report says, Fogg has 16 percent volume market share, while McNROE’s Wild Stone and Secret Temptation together accounts for 9.9 per cent during Q1 of FY19, followed closely by ITC’s Engage and Nivea.

With the launch, the company has 360-degree marketing campaigns which will kick-start soon, and it has planned four TVCs in succession. The television commercial will portray real life people to create meaningful stories and engage with the real audience.

The marketing budget of the company is around 18 crores for the year, revealed Daga, Where television caters to the major chunk of the budget, this time the brand is aiming to foray in digital medium as well. Digital activity will begin from the 2nd week of August.

McNROE is also planning to consolidate its presence in Pakistan, Bangladesh, Sri Lanka and Nepal as part of its expansion strategy. Daga said, that by third quarter, the brand would enter into new categories. From a 408-crore turnover in FY-18, McNROE is targeting a three-fold jump by FY-22.

Wild Stone’s product portfolio currently includes deodorants, perfumes, talcum powders, soaps and shaving creams. The brand enjoys a good penetration in the market and has grown between 38- 42 per cent since last year, and the company will soon be launching new products.

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