CIR by Piramal

2023

​

CIR to Build an E-comm first Adult Incontinence Care brand using Amazon Search Ads

X

AMAZON CONFIDENTIAL

Adult Incontinence Care Category has registered 4.5X growth on e-comm in the last 5 years

AMAZON CONFIDENTIAL

*From 2018 to 2023, offline channel has grown 1.4x while E-comm has grown 4.5x

• Category is has started moving towards E-comm with purchase behavior shifting to E-comm

*E-comm business in this category is further expected to become 3x by 2027

• 2023, being the highest grossing year for category as well as for E-comm, from here we are seeing major shift of business to E-comm

*2023 has seen increase in per-capita consumption driving to growth

• 2020-2022, per capita consumption was stagnant, so the growth was driven by new customers adding in category
• 2023 has seen 15% growth in per capita consumption

* Statista 2023 - https://www.statista.com/outlook/cmo/tissue-hygiene-paper/incontinence/india#revenue

Amazon further holds 70%+ share of e-comm in Adult Incontinence Care Category making it the largest playground for category players

AMAZON CONFIDENTIAL

* Statista 2023 - https://www.statista.com/outlook/cmo/tissue-hygiene-paper/incontinence/india#revenue **A.in Internal Data

**Pant Style Diapers has led the growth in the category

• Amazon enjoys 70%+ of E-comm category share
• Amazon is playing an important role in driving category growth online

• Pant Style takes 60%+ of business share on amazon for Adult Incontinence Care which grew by 35% YoY
• Tape Style Diapers and Under Pads are muted

**14% increase in category browsers helped in queueing the Aisle

• Amazon is driving new online browsers and increased the category considerations by 17%

*A.in saw 35% Volume growth against 24% Volume growth in category, online

With an aim to become E-comm First Brand, CIR had the following challenges to overcome

AMAZON CONFIDENTIAL

No offline presence in Q1 2023 and wanting to make an E-comm first Brand in Category

80% category searches being non branded and Brand having only 0.1% of search share

Category growth led by Pant Style and CIR had 95% business in tape style with Pant style just launched

Competition with highly rated top 3 brands having 70%+ of category Share

Solution planning : CIR utilized an Integrated Search Ads Strategy, leveraging a blend of diverse elements of Search to craft a unified and effective approach for achieving success

Search Optimization

Right Audiences targeting

​

SOV Based Planning

​

Keyword & ASIN coverage analysis

AMAZON CONFIDENTIAL

Search optimization : CIR enhanced the retail readiness aspect of its ASINs to improve product relevance and drive platform discoverability

​

Added Meta tags/back-end keywords to help build Search relevancy

Migrated reviews & ratings available for same ASINs in other markets to build customer trust

Enhanced / A+ Content to aid in building brand story and communicating features visually

Included relevant keywords, product USP & key features/benefits in Product title to improve Clickability

1

2

SOV based planning : Being a challenger brand, CIR targeted an Ad SOV = ~2 X Aspirational Market Share ( SOV spike from 5% to 20%)

​

Components of Search optimization:

Ad SOV

Market Share

Ad SOV > MS

Brand Grows

Ad SOV < MS Brand Slows

AMAZON CONFIDENTIAL

Building the Brand in Top and Mid Funnel

Reaping results from Brand equity in Mid and Bottom Funnel

Engage with customers in aisle for Category

Engage with customers in Aisle for Brand ( i.e. CIR)

Engage with customers in Aisle for Core Competition products

Drive repurchase to build Loyalty

3

Audience Targeting: Brand built a strong Search strategy to reach out to different cohorts of audiences leveraging multiple ad products and measured success across the funnel

​

AMAZON CONFIDENTIAL

In Aisle customers: Brand captured Impressions at high visibility placements i.e. SP Top of the Search, SB & SBV i.e. top most impressions in Search results with best seller SKUs

​

AMAZON CONFIDENTIAL

Sponsored Product

Sponsored Brand

Sponsored Brand Video

AMAZON CONFIDENTIAL

Competition customers: Brand focused on capturing placements at lesser competitive CPCs on Landing Pages of competition SKUs’ PDPs and Rest of the Search results

Sponsored Display

Sponsored Product

Sponsored Brand Video

AMAZON CONFIDENTIAL

CIR’s customers: Brand ensured capturing high visibility impressions in Search results for branded searches to upsell larger pack sizes

​

Sponsored Product

Sponsored Brand

Sponsored Brand Video

AMAZON CONFIDENTIAL

Brand Purchasers: Brand reached out to current brand buyers using Sponsored Display purchase-remarketing campaigns with CPC based bid strategy and drove loyalty

Sponsored Display

AMAZON CONFIDENTIAL

Keyword & ASIN coverage analysis : ASINs and Keywords were divided into four quadrants basis conversion and GVs ( ASINs )/ Traffic (KWs) to identify the highest performance cohorts and quadrant wise strategy was devised

High CVR ASINs

Low CVR ASINs

High GV

ASINs

Low GV

ASINs

High CVR KWs

Low CVR KWs

High Traffic

KWs

Low Traffic

KWs

Stars

​

Protect these SKUs by having an always on Ads approach while monitoring MoM PSR

Lower CVR ASINs

​

Run SD view re marketing campaign ( CPC bid type optimized for conversion) on higher ASP SKUs to retarget PDP browsers to tackle longer consideration window

Question Mark

​

Run catch all SP campaign with conservative bids and test potential of these SKUs

Hidden Gems

​

Increase visibility of these SKUs by promoting on high cat traffic keywords on SP, SB & SBV

Must Win

​

Ensure 100% visibility across these keywords to improve organic SOV and PSR

Play

​

Evaluate relevancy of these keywords (this keyword cohort will majorly constitute Competition keywords) and ensure visibility basis relevancy

Evaluate

​

Run Catch all campaign with conservative bids and ensure visibility at relatively lower CPCs

Win

​

Ensure 100% visibility across these keywords to improve organic SOV and PSR

4

AMAZON CONFIDENTIAL

The brand achieved success across all the stages of the marketing funnel and became #1 best seller in Category within 12 months of Launch

Thank you

X