‘We talk to youth in their own parlance’

Skore, from the house of TTK-LIG, was born in November 2012. Campaign India spoke with Vishal Vyas, GM - marketing, Skore Condoms, to know about brand’s marketing initiatives and focus on digital media.

What is the size of the condom market in India? How is Skore poised?

Currently, the commercial condom market that comprises of brands like Kamasutra, Durex, Skore etc. stands at Rs 660 crore and the subsidised or social market, which is driven by government brands given at discounted rates or free-of-cost, stands at Rs 101 crore. Skore has captured 7.4 per cent (as September 2013) share of the Rs 761 crore-condom market, in less than a year.

Now, the brand is aiming at least 10 per cent market share by end of this financial year (March 2013).

What is Skore’s strategy to achieve this target?

We are focussing on targeting our TG - youth - through TVCs, youth activation and online activation through social networking. Apart from airing TVCs during primetime and association with sports (such as India-Pakistan cricket matches), the brand has launched an m-store for buying condoms.

Currently, the focus is on Dr. S and the yet-to-be-launched mobile app. Dr S is an interactive sex expert to answer sex-related queries. Besides this, the mobile application, which will be active soon, will give tips on how to ‘Skore’ better and would also provide nearest location on the map where Skore condoms can be bought. The map locator, however, will be active for Mumbai initially.

Which agency is handling the digital initiatives?

The digital initiatives have been handled by Interactive Avenues.

What is Skore’s strategy to gain acceptance in the category usually associated with embarrassment and shyness?

The acceptance of the brand among youth is a bigger challenge, and Skore is geared up for that. Our acceptance strategy is to reach out to youth by being present in places where youth hangs out, like the online social networking space, colleges, pubs/bars etc., and to talk to them in their own parlance.

Skore conducted sex conference in association with a national publication, recently, aimed to change the outlook of people towards sex and to not perceive the same as a taboo. Other initiatives include sponsoring events such as Skore Ride for Safety in Mumbai.

What percentage of your marketing budget goes towards digital?

Since the brand is in an investment phase, there is a small percentage that goes into digital marketing. The big chunk of the marketing budget goes towards mass media, which is advertising on television media.

Does online sale contribute substantially to Skore’s revenues?

It is currently miniscule. Given that the consumers are shy and embarrassed to ask for a particular product or brand in this category, it is an important platform to be present on. We are present on various eStores like eBay.

What are your initiatives at points of sale?

We are also concentrating on the point-of-sale. Condom is an impulse purchase. Thus, our presence on point-of-purchase is critical and the retailer can definitely play a big role here. We have a full-fledged plan apart from incentivising the retailers to drive sales.

Also read: Skore shows women falling over the ‘Not Out’ man