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1. CASE CLUB LEAGUECASE CLUB LEAGUE
Team: Red Hot DILLI Peppers
Pragyansh Nayak | Harsh Jha | Ashutosh Raghav

2. Overview
14.42% CAGR
(during 2024-30)
2024 2030
02468101214
Market Size
in $ Billion
RISING TRENDS
FEMTECH MARKET PROJECTION
15.38% CAGR
(during 2024-30)
2024 2030
050100150200
Market Size
in $ Billion
GLOBAL INDIAN
Reproductive Revolution Mental Health
Strengths
Opportunities
Weaknesses
Threats
Innovative Product Portfolio: Products like PeeBuddy
Strong D2C Presence: Improved post acquisition by
GoodGlam
Early Mover Advantage: One of the first in Femtech
International Growth: 2x increase in international sales
Strong Financial Growth: On track to nearly double its FY23
revenue, targeting Rs 150 crore for the current fiscal year.
Brand Awareness Outside Urban Areas: Penetration in rural India
may be limited, despite efforts through the Sirona Hygiene
Foundation.
Product Accessibility: Some products (like PeeBuddy and
menstrual cups) may not yet be widely available in all regions of
India.
Product Diversification: New product categories within the
femtech industry.
Rural Outreach: Through Sirona Hygiene Foundation,
opportunity to capture more of the rural Indian market
Sustainability: Consumer demand for sustainable
products, position itself as a leader in eco-friendly solutions
Intense Competition: New entrants and established brands
developing their own solutions.
Consumer Resistance to Change: Products like menstrual cups,
while gaining traction, face resistance from traditional consumers
who are accustomed to conventional sanitary products.
CUSTOMER SEGMENTATION
SWOT ANALYSIS
COMPETITOR ANALYSIS
Urban v/s Rural Comfort Seekers
Eco-Conscious Budget-Conscious
DRIVERS OF SUCCESS
Mass Reach & Campaigning
5
14
50
177
Annual IVF cycles expected to
double by 2030, reaching 5-6 lakh
cycles.
This forecasts market value of $3,721
Bn+, investments and
advancements in this sector is
certain
Indian mental health market is a $2
Bn+ market, and a target population
base of 52.5 Mn seeking digital
healthcare solutions.
7.5% women affected severely &
nearly half of adult females with less
serious mental health issues
More urban less rural Sensitive skin, hypoallergenic
materials
Prioritize cost-efficiency without
sacrificing quality
Prioritize reusable products like
menstrual cups, cloth pads, etc.
SUMS UP MOST SEGMENTS
Niine: Target price-conscious consumers,
especially in rural and semi-urban markets
Nua: Focuses on personalization, allowing
customers to customize their period care kits
based on their unique needs.
Pee Safe: Offers a wide range of intimate hygiene
products as well as sustainable products
Affordability
Subscription Models & Customization
Sustainability
Local Manufacturing
OVERVIEW
EXPANSION AND
GROWTH PLAN
MARKET PENETRATION REVENUE OPTIMIZATION COST REDUCTION FINANCIALS

3. OVERVIEW
EXPANSION AND
GROWTH PLAN
MARKET PENETRATION REVENUE OPTIMIZATION COST REDUCTION FINANCIALS
INTERNATIONAL EXPANSION
IVF1.
THE ANSOFF
MATRIX
Its a strategic tool used by
businesses to analyze and
plan their growth strategies.
Here, we are choosing
DIVERSIFICATION
2. Mental Health
DOMESTIC EXPANSION PLAN
3 pillars of Distribution in a foreign country
E-Commerce Retail Partnerships Subscription Services
Market Research to understand local
preferences
Product packaging to meet local
standards and cultural expectations.
Region-specific product lines that
address unique local needs.
Ensure all marketing materials and
product instructions are properly
translated and culturally appropriate.
Localization
winning customers via
Marketing Strategies Regulatory Compliance and Certification
Sirona has been at an
advantage because of being
the first mover, hence, in
upcoming trends as well- it
should try and benefit from
the same!
The 2 viable segments for
DIVERSIFICATION are IVF and
Mental Health
EXPLOITING RISING TRENDS - A NEW CHANCE AT DOMINANCE
Cross segment between Female
Hygiene & Reproductive Technology
PRODUCT DEVELOPMENT
Fertility tracking apps and devices
Comfort Products for
post-IVF care
PARTNERSHIPS
Collab with IVF clinics &
offer them Sirona products
AWARENESS
Create support groups on
the Sinora mobile app
PRODUCT DEVELOPMENT
Wearable devices for tracking mood and
stress levels + Mood enhancing
supplements
DIGITAL
Add a mood tracking and guided
meditation feature in the app
COLLABORATION
Collaborate with mental health
professionals
Problem Statement 1 - Expansion and Growth Plan
Market selection in EMEA and US regions
prioritizing countries/states that have high average
disposable income, progressive attitudes towards
feminine hygiene and similar cultural contexts to
India for easier product adoption
Collaborate with local influencers
and thought leaders in women's
health and sustainability.
Participate in relevant trade shows
and health expos to build brand
awareness.
Obtain necessary certifications for
each market (e.g., CE marking for
Europe)
Ensure compliance with local data
protection laws
Partner with local legal firms to
navigate regulatory landscapes

4. Problem Statement 2 - Market Penetration
LOCALIZATION - स्थानीयकरण
CSR INITIATIVES
BRAND PERCEPTION
HOW WE PLAN TO ACHIEVE THIS? >> 4 As OF MARKETING!
SIRONA HYGIENE FOUNDATION
Collab with College
Societies
Seeking Government
Grants. EG: Darpan
Collab with SHGs &
NGOs
KEY OUTTAKES FOR PENETRATION
IMPACT
CURRENT PERCEPTION
TESTIMONIAL - ANONYMOUS FEEDBACK
IMPLICATION
Competitors are focusing on mass-market products
which result in rural penetration; Sirona is more
focused on marketing sustainable, personalized
products that appeal to modern consumers.
Sirona should focus on shifting its brand perception
from MASS PREMIUM to AFFORDABLE MASS PRODUCTS
:
Acceptability
Stakeholder Engagement:
Collaborate with local
healthcare providers,
women's groups and NGOs.
Sustainability: Emphasize
eco friendly aspects and
sustainable packaging.
Cultural Sensitivity: Use
culturally appropriate
imagery and language in
product packaging and
marketing .
Affordability Accessibility Awareness
Distribution Network :
Existing distribution networks
to piggyback on their reach.
Community-Based
Distribution: A direct selling
model using local women as
brand ambassadors and
distributors.
Product Design: Design
packaging that is easy to
open and use, with pictorial
instructions for product use
TargetedMarketing: Region-
specific marketing in local
language that caters to local
feminine hygiene needs
Digital Marketing: Social
media platforms popular
among younger, price-
sensitive demographics
Influencer Partnerships:
Collaborate with micro-
influencers who have strong
local followings
HOW?
Its important to increase the efficiency of Sirona Hygiene
foundation because of how proximate it is to rural people.
Hence, enhance on-ground interaction with stakeholders!
Make Sirona Chatbot multilingual; in local
languages according to the device
location.
Add major languages spoken in India to the
Sirona mobile app as it currently has only
English.
More customers opting in
because of familiarity, app
downloads also increase
“SUPPORT HER BUSINESS - MICROFINANCE PROGRAM”
A portion of every purchase goes into a
microfinance program that provides
small loans to women entrepreneurs in
businesses related to menstrual health,
hygiene, and female empowerment.
Price Optimization:
Penetration pricing strategy
for new affordable product
lines.
Cost Reduction: Reengineer
products to use more cost-
effective materials
Streamline supply chain to
minimize operational costs
Flexible Payment Options:
Introduce sachet pricing for
one-time use products.
More focus on rural customer
base
Localization required
CSR initiatives
WHY ALL OF THIS?
To CHANGE brand perception
OVERVIEW
EXPANSION AND
GROWTH PLAN
MARKET PENETRATION REVENUE OPTIMIZATION COST REDUCTION FINANCIALS

5. PRODUCT PORTFOLIO OPTIMIZATION
OVERVIEW
EXPANSION AND
GROWTH PLAN
MARKET PENETRATION REVENUE OPTIMIZATION COST REDUCTION FINANCIALS
Period Care 35% 52.5 Cr. 0.97% 0.032
Intimate Care 20% 30 Cr. 10% 0.67114
Toilet Hygiene 15% 22.5 Cr. 2.25% 0.1125
Hair Removal 10% 15 Cr. 0.5% 0.02
Personal Safety 8% 12 Cr. 2.4% 0.0934
Sexual Wellness 7% 10.5 Cr. 0.7% 0.047
Personal Care 5% 7.5 Cr. 0.019% 0.00095
GUESSTIMATE:
There are 6 product lines offered by Sirona
We are estimating their relative revenues to plot them in the BCG matrix, and will then
use these classifications to determine the Plan of Action for each product line type.
Product Line Est. % Share of Revenues Est. Revenues Est. Mkt. Share Est. Rel. Mkt. Share
Classifying and
plotting the
product lines on
the basis of
estimated relative
market share.
NOTE
STRATEGIC RECOMMENDATIONS
Question MarkStar
PetCash Cow
High
High
Low
Low
Market Share
Growth
Intimate Care
Personal Safety
Period Care
Sexual Wellness
Toilet Hygiene
Hair Removal
Personal Care
None
ROADMAP
0-3 months
3-6 months
6-12 months
Beyond 12
BCG MATRIX
*The above table is based on revenue 150 cr., typical market distribution and Sirona’s known strengths, refer to appendix for calculation details
Problem Statement 3a - Revenue Optimization
Sirona has a lot of redundant products, we will be optimizing
these to not only boost revenue but also cut down on costs.
->
->Allocate significant resources to intimate
care and personal safety.
->Invest in marketing and R&D to maintain
market leadership.
->Explore line extensions and new features
to sustain growth
->Conduct market research to understand
growth potential for period care, sexual
wellness and toilet hygiene.
->Develop targeted marketing campaigns.
->Consider strategic partnerships to
strengthen market position.
-> No cash cows
->Evaluate the strategic fit of hair removal
and personal care.
->Consider repositioning these products as
mass products or finding niche markets.
->If repositioning is not viable, develop an
exit strategy to divest these product lines
STAR
QUES MARK
CASH COW PET
CROSS FUNCTIONAL TEAMS
RESEARCH
PLAN OF ACTION
MARKETING FOR STARS
REPOSITIONING PETS
FEASIBILITY CHECK QUESTION MARK
NEW FEATURES FOR STARS
DECISIONS ON QUESTION
MARK FEASIBILITY
ALLOCATION BASED ON
PRODUCT PERFORMANCE &
ENTER NEW CATEGORIES

6. Human Resource Management
Human Resource Information System (HRIS) to streamline HR processes
Workforce analytics to optimize staffing levels and reduce labor costs
Learning Management System (LMS) to improve training efficiency and effectiveness
Talent management strategy to reduce turnover and associated costs
Procurement of Raw Materials
Technological Aspects
Firm Infrastructure
Inbound Logistics Operations Marketing & Sales Service
Systems like VMI & EDI to reduce
holding costs & to share real time
information with suppliers
Cross-docking techniques to
minimize warehouse space and
handling costs
Supplier scorecard system to
improve supplier performance
Total Productive Maintenance to
maximize equipment efficiency and
Statistical Process Control to
reduce variability and defects in
manufacturing
Cellular Manufacturing layouts to
improve workflow and reduce work-
in-progress inventory
Customer Relationship
Management system to improve
targeting and reduce customer
acquisition costs
Programmatic advertising to
optimize ad spend and improve ROI
Subscription model to increase
customer retention
Self-service customer portal to
reduce support costs
Multilinguistic Chatbots and AI-
driven customer service to handle
routine inquiries
Predictive maintenance program for
products to reduce warranty costs
Inbound Logistics
Transportation Management System
to optimize routing and carrier
selection
RFID technology for improved tracking
and reduced handling costs
Strategically placed distribution
centers at optimal locations and
capacities
OVERVIEW
EXPANSION AND
GROWTHPLAN
MARKET PENETRATION REVENUE OPTIMIZATION COST REDUCTION FINANCIALS
VALUE CHAIN OPTIMIZATION
SUPPORT ACTIVITIES
PRIMARY ACTIVITIES
Product Lifecycle Management (PLM) system to streamline R&D processes
Design for Manufacturing and Assembly (DFMA) principles to reduce production costs
Technology Roadmapping process to align R&D efforts with business strategy
Open innovation platform to crowdsource ideas and reduce internal R&D costs
Strategic Sourcing techniques, including category management and spend analysis
Develop a Total Cost of Ownership (TCO) model for major purchases to ensure long-term
cost efficiency
ERP system to integrate and optimize business processes
Activity-Based Costing (ABC) for more accurate cost allocation and decision-making
Business Intelligence (BI) system for improved data-driven decision making
Enterprise Risk Management (ERM) framework to mitigate potential losses
Problem Statement 3b - Cost Reduction

7. OVERVIEW
EXPANSION AND
GROWTH PLAN
MARKET PENETRATION REVENUE OPTIMIZATION COST REDUCTION FINANCIALS
Problem Statement 4 - Financials
1. Base year (FY24) revenue: Rs 150
crore
2. Target revenue in 5 years (FY29): Rs
500 Cr.
3. (CAGR): 27.2% (calculated to reach Rs
500 crore in 5 years)
4. Gross margin improves gradually
from 55% to 60% due to economies of
scale and product mix optimization
5. Operating expenses as a percentage
of revenue decrease over time due to
operational efficiencies
6. Investment requirements are front-
loaded in the first three years to drive
growth
ASSUMPTIONS

8. THANK YOU!THANK YOU!
PRAGYANSH NAYAK HARSH JHA ASHUTOSH RAGHAV
[email protected] [email protected] [email protected]
Shaheed Bhagat Singh College Shaheed Bhagat Singh College Shaheed Bhagat Singh College
Team: Red Hot Dilli Peppers

9. APPENDIX - 1
Guesstimate - Full Solution
Period Care 35% 52.5 Cr. 0.97% 0.032
Intimate Care 20% 30 Cr. 10% 0.67114
Toilet Hygiene 15% 22.5 Cr. 2.25% 0.1125
Hair Removal 10% 15 Cr. 0.5% 0.02
Personal Safety 8% 12 Cr. 2.4% 0.0934
Sexual Wellness 7% 10.5 Cr. 0.7% 0.047
Personal Care 5% 7.5 Cr. 0.019% 0.00095
Product Line Est. % Share of Revenues Est. Revenues Est. Mkt. Share Est. Rel. Mkt. Share
Period Care: 35% of revenue (Rs 52.5 crore)
Intimate Care: 20% of revenue (Rs 30 crore)
Toilet Hygiene: 15% of revenue (Rs 22.5 crore)
Hair Removal: 10% of revenue (Rs 15 crore)
Personal Safety: 8% of revenue (Rs 12 crore)
Sexual Wellness: 7% of revenue (Rs 10.5 crore)
Personal Care: 5% of revenue (Rs 7.5 crore)
Period Care:1.
Indian market size: Rs 5,400 crore in 2020 (source: Ken Research)
Growth rate: 12% CAGR (source: Ken Research)
Intimate Care:2.
Indian market size: Rs 300 crore in 2019 (source: Economic Times)
Growth rate: 20% CAGR (source: Economic Times)
Toilet Hygiene:3.
Specific data not readily available; estimate based on overall hygiene market
Estimated Indian market size: Rs 1,000 crore
Estimated growth rate: 8% CAGR
Hair Removal:4.
Indian market size: Rs 3,000 crore in 2018 (source: Euromonitor International)
Growth rate: 11% CAGR (source: Euromonitor International)
Personal Safety:5.
Specific data not readily available; estimate based on niche market status
Estimated Indian market size: Rs 500 crore
Estimated growth rate: 15% CAGR
Sexual Wellness:6.
Indian market size: Rs 1,500 crore in 2020 (source: Research and Markets)
Growth rate: 16% CAGR (source: Research and Markets)
Personal Care:7.
Indian market size: Rs 40,000 crore in 2020 (source: India Retailing)
Growth rate: 9% CAGR (source: India Retailing)
Calculate Sirona's estimated market share for each
product line:
Period Care:1.
Market: Rs 5,400 crore
Sirona's revenue: Rs 52.5 crore
Estimated market share: 0.97%
Intimate Care:2.
Market: Rs 300 crore
Sirona's revenue: Rs 30 crore
Estimated market share: 10%
Toilet Hygiene:3.
Estimated market: Rs 1,000 crore
Sirona's revenue: Rs 22.5 crore
Estimated market share: 2.25%
Hair Removal:4.
Market: Rs 3,000 crore
Sirona's revenue: Rs 15 crore
Estimated market share: 0.5%
Personal Safety:5.
Estimated market: Rs 500 crore
Sirona's revenue: Rs 12 crore
Estimated market share: 2.4%
Sexual Wellness:6.
Market: Rs 1,500 crore
Sirona's revenue: Rs 10.5 crore
Estimated market share: 0.7%
Personal Care:7.
Market: Rs 40,000 crore
Sirona's revenue: Rs 7.5 crore
Estimated market share: 0.019%
To calculate relative market share, we'll
estimate the market leader's share for each
category:
Period Care: Assume market leader has 30%
share
- Relative market share: 0.97% / 30% = 0.032
Intimate Care: Assume market leader has
14.9% share
- Relative market share: 10%/14.9% = 0.67114
Toilet Hygiene: Assume market leader has 20%
share
- Relative market share: 2.25% / 20% = 0.1125
Hair Removal: Assume market leader has 25%
share
- Relative market share: 0.5% / 25% = 0.02
Personal Safety: Assume Sirona is the market
leader with 25.34% share
- Relative market share: 2.4%/25.67% = 0.0934
Sexual Wellness: Assume market leader has
15% share
- Relative market share: 0.7% / 15% = 0.047
Personal Care: Assume market leader has 20%
share
- Relative market share: 0.019% / 20% =
0.00095
Assumed Breakdown of Sirona’s Revenue: Industry Data to make Inferences:
Estimattion of Market Share: Estimation of Relative Market Share: