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After divorcing its foreign partner in the condom business last year, TTK-LIG launched its own brand 'SKORE' in November last year. Five months later, the company claims it has captured four per cent market share in the 800 million condom market and is planning to increase it to 10 per cent in the next 12 months.
Apart from a high-voltage brand campaign that involves prime time commercials and proposed association with sports (the first brand campaign of SKORE started during the India-Pakistan cricket match), films and bars, TTK has done what no other condom manufacturer has tried so far. It recently launched m-store, which is India's first m-commerce platform for buying condoms. The new mobile store will allow customers to purchase condoms from their internet-enabled mobile phones.
"We believe this service will redefine shopping experience by making it personal, safe and fast," says Vishal Vyas, senior marketing manager. A survey had shown that Indian consumers are still embarrassed to purchase condoms from shops. The product will be delivered at the customer's doorstep in discreet packaging. "This is our way of speaking to the youth which competitors do not," Vyas says.
The secrecy acts as a big comfort factor for customers as the company's surveys showed that even retailers seem to be embarrassed in showcasing condoms and keep them inside without any proper display. Also, customers prefer not to increase the transaction time while buying the product. "As they walk in, they just ask for the brand and buys it. This means the brand has to have a top-of-the-mind recall," Vyas says.
"Keeping in mind the changing trends in lifestyle, we have launched products that focus on 'adventurous encounters'. Also, the tagline - 'SKORE condoms - there's a lot to be won' has attracted a lot of resonance," he says.
As part of its brand campaign, the company holds bike rallies, Valentine Day activities, etc. In February, it held a competition on Facebook titled 'Skoring lines'. In two days, the number of members registered increased to over 25,000. "The trick is to connect with customers as a friend," says Vyas, who spent about Rs 10 crore on the brand building exercise.
In-film placements are another option and the company is in the process of identifying youth-centric movies.
Last year, TTK bought out its foreign partner, New Bridge Holdings, which is part of Reckitt Benckiser, from TTK-LIG, for Rs 150 crore. As per the agreement signed in September, 2012, New Bridge Holdings will buy all the stocks with the trademarks of Reckitt Benckiser, including famous brands Durex, Kohinoor and Fiesta. This prompted TTK-LIG to launch SKORE.
