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Deodrant Brand Ideation Analysis - Part II
Deodrant Brand Ideation Analysis - Part II
Deodrant Brand Ideation Analysis - Part II
Deodrant Brand Ideation Analysis - Part II
Deodrant Brand Ideation Analysis - Part II
Deodrant Brand Ideation Analysis - Part II
Deodrant Brand Ideation Analysis - Part II
Deodrant Brand Ideation Analysis - Part II
Deodrant Brand Ideation Analysis - Part II
Deodrant Brand Ideation Analysis - Part II
Deodrant Brand Ideation Analysis - Part II
Deodrant Brand Ideation Analysis - Part II
Deodrant Brand Ideation Analysis - Part II
Deodrant Brand Ideation Analysis - Part II
Deodrant Brand Ideation Analysis - Part II
Deodrant Brand Ideation Analysis - Part II
Deodrant Brand Ideation Analysis - Part II
Deodrant Brand Ideation Analysis - Part II
Deodrant Brand Ideation Analysis - Part II
Deodrant Brand Ideation Analysis - Part II
Deodrant Brand Ideation Analysis - Part II
Deodrant Brand Ideation Analysis - Part II
Deodrant Brand Ideation Analysis - Part II
Deodrant Brand Ideation Analysis - Part II
Deodrant Brand Ideation Analysis - Part II
Deodrant Brand Ideation Analysis - Part II
Deodrant Brand Ideation Analysis - Part II
Deodrant Brand Ideation Analysis - Part II
Deodrant Brand Ideation Analysis - Part II
Deodrant Brand Ideation Analysis - Part II
Deodrant Brand Ideation Analysis - Part II
Deodrant Brand Ideation Analysis - Part II
Deodrant Brand Ideation Analysis - Part II
Deodrant Brand Ideation Analysis - Part II
Deodrant Brand Ideation Analysis - Part II
Deodrant Brand Ideation Analysis - Part II
Deodrant Brand Ideation Analysis - Part II
Deodrant Brand Ideation Analysis - Part II
Deodrant Brand Ideation Analysis - Part II
Deodrant Brand Ideation Analysis - Part II
Deodrant Brand Ideation Analysis - Part II
Deodrant Brand Ideation Analysis - Part II
Deodrant Brand Ideation Analysis - Part II
Deodrant Brand Ideation Analysis - Part II
Deodrant Brand Ideation Analysis - Part II
Deodrant Brand Ideation Analysis - Part II
Deodrant Brand Ideation Analysis - Part II
Deodrant Brand Ideation Analysis - Part II
Deodrant Brand Ideation Analysis - Part II
Deodrant Brand Ideation Analysis - Part II
Deodrant Brand Ideation Analysis - Part II
Deodrant Brand Ideation Analysis - Part II
Deodrant Brand Ideation Analysis - Part II
Deodrant Brand Ideation Analysis - Part II
Deodrant Brand Ideation Analysis - Part II
Deodrant Brand Ideation Analysis - Part II
Deodrant Brand Ideation Analysis - Part II
Deodrant Brand Ideation Analysis - Part II
Deodrant Brand Ideation Analysis - Part II
Deodrant Brand Ideation Analysis - Part II
Deodrant Brand Ideation Analysis - Part II
Deodrant Brand Ideation Analysis - Part II
Deodrant Brand Ideation Analysis - Part II
Deodrant Brand Ideation Analysis - Part II
Deodrant Brand Ideation Analysis - Part II
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Deodrant Brand Ideation Analysis - Part II

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Transcript

  • 1. DCCAB
  • 2. Insight Mining Pop-culture References Keyword Mapping Brand Positioning
  • 3. INSIGHT MINING
  • 4. Thoughts THOUGHT CLUSTER
  • 5. GROOMI NG INSIGH TS PRODUC T INSIGH TS
  • 6. GROOMI NG INSIGH TS PRODUC T INSIGH TS
  • 7. If you do something as a rule, something that you do not enjoy, it enhances your will-power. I’m not sure if I’ll stop at MICA but I’m always open to learning more later on My main aim is to learn a lot no matter what it takes I would want to get the exposure and would like to learn a lot from the batch mates, seniors, faculties etc. But if I feel something will add knowledge in a large way, I do that task first.”
  • 8. I always wanted to do something, but whatever I did was in bits and pieces, never anything big Sometimes when you know you have a backup option to fall back on, you don’t put in as much efforts. I know my capabilities which I try to stick to All throughout my life I’ve done whatever I could do was from being in my comfort zone. When you start something new then you need to give complete 100% attention no matter how small it is so I am skeptical about starting anything new on my own.
  • 9. I wanted to have a command over what I’m doing for that I need a complete knowledge. I have realized when I do my own thing, I am better. I do only those things that I want to I am still searching for something I am really passionate about , as in exact goal. Dance holds a special place in my life. It drives me, gives me all the energy and the positivity I need in my life. It has made me a new person. It has made me very comfortable in my own skin.
  • 10. Since the time I started earning, I have bought expensive brands. I have started spending on branded stuff after I started earning by myself. I like to pamper myself but only if I’ve earned it I am a big shopaholic, I don’t like to spend my parents money I used to be conscious when I went shopping earlier since it wasn't my money.
  • 11. I am always that girl who will leave the room with a post it or something nice written somewhere so that you remember me. If people like you then that’s the best thing you can have What others think about me is important to me When you meet a big personality, it affects you I think when I’m alone then I can be totally myself.
  • 12. I did engineering because there was no other choice If I had stayed in Meerut and not Delhi I would have not taken up fashion as a career option I would have gone the regular way. Living in a metro gave me a broader perspective of life Sometimes we are forced to make major decisions for others happiness I love to explore and experiment, I got into fashion just like that because I didn’t want to do the regular engineering stuff I liked understanding my subject and doing well in class but I never loved the subjects
  • 13. When we are growing up we always have that phase where we consider our parents as our enemies. I have done some major f*** ups in my life after which I have thought whether my dad would even talk to me or not but he has been f***ing chilled out. Our relations with our families evolve as we grow up I follow my mother religiously. But, I feel that I can’t tell her everything, as she is very strict I think I am grown up enough to discuss anything with my parents now
  • 14. It’s not that I’m not ambitious but there is something called satisfaction that you get out of something you really want to do. We think that illiterate people don’t know things but that is not the case. Society norms are not always correct We all come with our set of talents and capabilities; we should not stretch ourselves to that extent where we cannot go naturally. Instead of thinking about what others are thinking, if you just explore yourself in where your capabilities lies, you would excel as well as have peace.
  • 15. My main aim is to learn a lot no matter what it takes Why? Because i would like to have knowledge of as many subjects as possible Why? Because in todays competitive environment you have to be good at many things Why? Because no skill is unique to anyone Why? The competition these days is so fierce that people want to be prepared with all with all their necessary skills and master them I feel compelled to put in extra effort because I dont want to have any shortcomings which hinder my progress
  • 16. I know my capabilities which I try to stick to Why? because if i try to do something beyond my capabilities, the quality will not be good good so ? i do not want people to think that i do sub standard work Why? because if i do sub standard work, people would not want to work with me again again Why? because everyone wants to give the best output in this rat race I feel scared of going beyond my capabilities because I might be considered as someone who is not good to work with
  • 17. I do things that I want to, not the ones that I have to Why? Because doing things I like gets my interest. Why? I do better if I am interested in it. So what? If I do something that I am not interested in I might not do a good job of it. Why is that important? Because I want to prove my worth everytime I do something. I feel conscious of new things because I get intimidated of not doing a good job.
  • 18. I like to pamper myself but only if I've earned it Why? i want to feel proud of what i buy How? I feel my parents have done a lot for me already So what? I dont want to be a burden on them any more How? I want to be responsible for myself and spend my own money for anything i buy I feel obligated towards my parents because they have made enough sacrifices for me
  • 19. What others think about me is important to me why is that ? because i want to be accepted and admired in the society why is that ? because i have to interact with people for everything i do and need and it will be good to be be thought of in a good way what to do about it project one's image through activities and thoughts so as to be liked by everyone how ? by doing somethings that may not be what would like personally, but will be liked by the people people around me I feel that if I dont sometimes do things to keep others happy, I may not be accepted socially
  • 20. Sometimes we are forced to make major decisions for others happiness. Why? Because I want to live up to their expectations. So what? I don't want to hurt their feelings. Why is that important? I care for those people. So what? I don't want to lose these people. I feel that I will lose my dear ones because I am not living up to their expectations.
  • 21. Our relations with our families evolve as we grow up Why? We tend to get mature and accept the differences we have with each other. Why should you accept the differences? Everyone has the right to their own point of view. Why is that important? I want to make my own choices and not be dictated for all my life. Why? Other people have taken decisions for me and I am not happy about all of all of them. I feel that my family should understand my decisions because they have made choices all my life all of which I do not approve of
  • 22. Society norms are not always correct so ? i do not want to live my life governed by norms just because the society says so why ? i am an individual and the normss of the society may not coincide with my thoughts, which will make me unhappy So ? i will live life on my own terms as much as possible without caring about what others think about me. how ? i will do things that are frowned upon by the society in order to prove my point I feel if I dont do things that challenge the norms of the society, I will not live my life happily
  • 23. Primary Insights Cluster & Secondary Life Insight
  • 24. I feel compelled to put in extra effort because I dont want to have any shortcomings which hinder my progress I feel scared of going beyond my capabilities because i might be considered as someone who is not good to work with I am scared of trying new things I feel conscious of new things because I get intimidated of not doing a good job. I feel obligated towards my parents because they have made enough sacrifices for me I feel that if I dont sometimes do things to keep others happy, I may not be accepted socially I live my life for others i feel if I dont do things that challenge the norms of the society, i will not live my life happily I feel that I will lose my dear ones because I am not living up to their expectations. I feel compelled to put in extra effort because I dont want to have any shortcomings which hinder my progress
  • 25. Secondary Insight I feel I am caged in my own world because I cant do things that I want to so that I dont hurt anyone
  • 26. GROOMI NG INSIGH TS DEODRA NT INSIGH TS
  • 27. GROOMI NG INSIGH TS DEODRA NT INSIGH TS
  • 28. I like to feel fresh I never leave my home without wearing a deodorant. Deo as a daily habit , perfume is more of an occasional thing I wear a deodorant daily. I feel it is a very important part of grooming and selfhygiene
  • 29. If I am stinking I feel very under confident and avoid talking to people I use deos regularly for fragrance and because I feel good about myself Feeling fresh is a confidence booster A scent is very personal, it cannot be influenced by opinion
  • 30. Good odor means that a person has made effort to take care of himself, is responsible to body and is sensitive to other people I might look at people differently if they don't smell nice Smelling bad indicates basic lack of hygiene Oh you’re smelling nice” – makes the day better
  • 31. Deo as a daily habit , perfume is more of an occasional thing What does that mean? Deo is more of a necessity, not an accessory Why? Its almost like soap, sprayed after or in place of a bath So what? It's almost like my smell- something that defines me Which means? People associate that smell with me I feel compelled to choose the "right" smell because it will be judged as an extension of my personality
  • 32. Feeling fresh is a confidence booster Why? Because I don't want to stink Why is that important? Because I don't want others to say that I am stinking. Why? Because I am not making the other person uncomfortable So what? I know I have the other person's attention when I am around and while I'm talking to them I feel diffident if I am smelling bad because I know I don't have the other person's full attention while having a conversation
  • 33. Smelling bad indicates basic lack of hygiene Why? It shows that you havent bothered to clean up. So what? It feels icky to be smelly- almost as bad as not having taken a bath for days. Why is that important? Because i dont want to be that person who is disgusting and unkempt. Why? I don't want to be avoided by others for something as shallow as body odor I feel pressurized to make deos a habit because I dont want to be avoided for something as superficial as body odour.
  • 34. GROOMI NG INSIGH TS DEODRA NT INSIGH TS
  • 35. GROOMI NG INSIGH TS DEODRA NT INSIGH TS
  • 36. I can’t really recall any outstanding advertisement on deodorants My family looks for some product that has discounts or anything free with it. We are not fussy with brands (prefer cheap). It is more important how the product performs than its brand My experience with the product is important and not the brand I don’t have a fixed brand that I follow. Its just that if I like the smell I will buy it
  • 37. When you start going out with friends, you become more conscious, they suggest the brands I think expensive brands portray a level of achievement My decisions are based on other people's opinions too It attracts the attention of other people that is when you start becoming brand conscious I like to use brands which are premium and are used by only a certain section of people
  • 38. I won’t might paying 20 bucks extra for these two brands than get something cheaper because I don’t want to take a risk Brand is a consideration because unbranded things are usually loud and not subtle I trust brands and am not willing to risk trying unbranded products When it comes to Deos I only try trusted brands, and I prefer sticking to Dove Brand conscious when it comes to cosmetics as they may contain harmful chemicals
  • 39. It is more important how the product performs than its brand Why? Because I value the quality of performance more than perception Why? Because I see beyond perceptions in things and people around me Why? Becuase other people judge not on the basis of the work but on the basis of what they perceive So? I would not like to get judged in the same way I feel compelled to perform because I don't want to get branded as bad
  • 40. My decisions are based on other people's opinions too Why? Because I feel other people are superior when it comes to making these decisions Why? I do not think I am as informed to make those decisions myself So? So I would like to do things that have been approved by others so that I get their approval Why? Because getting a social approval is important for me I feel I should do things that others approve because I don't want to get rejected
  • 41. I trust brands and am not willing to risk trying unbranded products Why? Because a lot of people use branded products and I see that as an approval Why? Because if a lot of people are doing something similar, I see that as a template for things I can do Why? Because then the things that I do will get easily approved by others Why? Because getting a social approval is important for me I feel I should do things that others approve because I don't want to get rejected
  • 42. GROOMI NG INSIGH TS DEODRA NT INSIGH TS
  • 43. GROOMI NG INSIGH TS DEODRA NT INSIGH TS
  • 44. When am well groomed, people will feel nice to be around me. This shocked me when I saw just a change in the physical appearance can change the behavior of people towards the same person; but then again I also started believing that appearance is important. I want to be perceived in society's good stereotypes If I was shabbily dressed, it would look bad. It breaks the decorum of the place. I am a student and I shouldn’t do full makeup and dress up everyday, as it will not go with my student image
  • 45. Grooming is more for personal satisfaction Some people might think that it is very loud. But, I like it. I love colors. I like grooming up for myself It’s good to change the way you look. Grooming to me means nothing more but dressing up for the occasion, being comfortable in your skin.
  • 46. When I look in the mirror self grooming makes me feel confident Beauty lies in the little things you do, Beauty can be anything, it can encompass so many things you do. I think beauty is more than aesthetics For me beauty there is a difference between beauty and being pretty Carrying your attitude is also an important part of grooming – one should look and feel confident
  • 47. I want to be perceived in society's good stereotypes Why Because I want others to be impressed by me Why Because their recognition makes me feel good about myself Why Because my understanding of good and bad is depended on how others define it So So I would choose to do the things that they feel is good and avoid those that they say are bad I feel compelled to impress others because I don't want to be rejected
  • 48. I like grooming up for myself Why How I feel about myself is more important than what people think about me Why Because how others feel is less important to me than how I feel So I would not mind breaking rules if that is what satisfies me Why Becuase what I like also deserves getting reflected and represented I will do things that please me because that makes me feel superior
  • 49. I think beauty is more than aesthetics Why Because beautiful is a quick and positive qualification and should describe more things that we do Why Because there are things that I do that I feel are important but are not considered as important as "beautiful" things So Calling them beautiful will help them get recognised Why I will get associated with being "beautiful" I want recognitions for things I do because otherwise I will feel ignored and excluded
  • 50. CONVERGENCE
  • 51. I want to do things at my own will, yet I can't because I succumb under social pressure each time - Life - - Deodrant - I feel I am caged in my own world because I cant do things that I want to so that I dont hurt anyone I feel diffident if I am smelling bad because I know I don't have the other person's full attention while having a conversation - Grooming I feel compelled to impress others because I don't want to be rejected - Brand I feel I should do things that others approve because I don't want to get rejected
  • 52. INFLUENCES
  • 53. Sneha Khanwalkar is the first female music director in India, a profession which most girls in India would not take up, owing to the tremendous social pressure on them.
  • 54. Gippi is a movie by Karan Johar. Gippi, in order to be popular, does everything that the popular girls In her school do. Later she realizes that she should live by her own rules and not imitate anyone which eventually makes her popular.
  • 55. Jassi, the protagonist of Jassi Jaisi Koi nahi, lives the way she wants to and does not go through all the physical changes that may be appreciated by others.
  • 56. In the movie Wake Up Sid , Ranbir Kapoor’s parents force him to start his business since it has a lot of money. But Ranbir Kapoor wants to live a simple life in which he pursues his hobby, photography.
  • 57. Ishaqzaade is a $45.4 million box office grossing movie released in 2012. The movie showed how two youngsters went against their violent and aggressive families in order to be together irrespective of the consequences.
  • 58. - MAPPING -
  • 59. Rational Fragrant Emotional v/s Refreshing v/s Beautifying v/s Informative v/s v/s Platonic Long lasting v/s Sex Appeal v/s Simple Mysterious Arousing v/s Sexual Confident Premium v/s v/s Mischievous v/s Timid Economical Soothing Innocent Self expression Obsession v/s Indifference Progressive v/s Traditional Efficient v/s Indulgent v/s Inefficient Moderate v/s Bland Ordinary Short lived Regular Known Misleading
  • 60. Confident Cultural Norm Platonic Cultural Norm Sexual Timid
  • 61. Simply indulgent Indulgent Cultural Norm A deo which supports you in your indulgence in the simple things in life which you wish to do, without anyone’s consent. Simple Sex Appeal Cultural Norm Moderate
  • 62. INSIGHTS
  • 63. Everyone can sip a drink at the mall.. .. Not everyone can relish the true taste of life Gives you what it takes
  • 64. End of presentation Dharam Rohit Robin Siddhartha

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