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Brand building and category expansion_ITC Interrobang Case Competition FMS_Delhi
Brand building and category expansion_ITC Interrobang Case Competition FMS_Delhi
Brand building and category expansion_ITC Interrobang Case Competition FMS_Delhi
Brand building and category expansion_ITC Interrobang Case Competition FMS_Delhi
Brand building and category expansion_ITC Interrobang Case Competition FMS_Delhi
Brand building and category expansion_ITC Interrobang Case Competition FMS_Delhi
Brand building and category expansion_ITC Interrobang Case Competition FMS_Delhi
Brand building and category expansion_ITC Interrobang Case Competition FMS_Delhi
Brand building and category expansion_ITC Interrobang Case Competition FMS_Delhi
Brand building and category expansion_ITC Interrobang Case Competition FMS_Delhi
Brand building and category expansion_ITC Interrobang Case Competition FMS_Delhi
Brand building and category expansion_ITC Interrobang Case Competition FMS_Delhi
Brand building and category expansion_ITC Interrobang Case Competition FMS_Delhi
Brand building and category expansion_ITC Interrobang Case Competition FMS_Delhi
Brand building and category expansion_ITC Interrobang Case Competition FMS_Delhi
Brand building and category expansion_ITC Interrobang Case Competition FMS_Delhi
Brand building and category expansion_ITC Interrobang Case Competition FMS_Delhi
Brand building and category expansion_ITC Interrobang Case Competition FMS_Delhi
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Brand building and category expansion_ITC Interrobang Case Competition FMS_Delhi

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  • 1. 2011 Interrobang Case Competition Team Chitty Chitty Bang Bang Badal, Nikhil, Sawedana, Sukesh FMS, Delhi
  • 2. Contents Page No Executive Summary ....................................................................................................................... 3 Methodology:................................................................................................................................ 3 Market Analysis:............................................................................................................................ 3 Road map of successful transformations from soaps to “Beauty Brands”:...................................... 4 Need-Gap Analysis......................................................................................................................... 5 Benchmarking insights:.................................................................................................................. 5 Brand Identity Prism:..................................................................................................................... 5 Recommendations......................................................................................................................... 6 Vivel’s communication strategy..................................................................................................... 8 References and Appendices........................................................................................................... 9
  • 3. Executive Summary Every brand needs a suitable growth trajectory and since Vivel today is already a leading player with its soaps, shampoos and fairness cream, the current strategy demands that we add new dimensions that go with its long term goal of a beauty centric brand. This transition of stretching the proposition of „smooth & glowing skin‟ would involve building confidence in the brand and having striking PODs for Vivel‟s products with which the TG can identify. We have analysed the rapid growth opportunities for Vivel in the existing categories as well as in the skin care and deodorant segments following the Branded House approach. We have conducted extensive primary research to understand consumer needs and perception & have evaluated Brand Vivel via the Brand Identity Prism. Primary supported by secondary research, we have shown in- depth market analysis and competitive benchmarking. The various personal care categories are in different stages of evolution and a one size fit all solution would not work here. Hence, from insights gained we have followed the “Pre-bathing, During Bathing & Post bathing” structure to frame the market expansion strategies for Brand Vivel across different categories. A strategic mind map (branch-tree) for this transition and expansion has been proposed which will outline the various products and categories that Brand Vivel can enter. Methodology: In order to achieve our objective, the following methodology was followed: Secondary Research The first step was a secondary research in order to understand the market, the products and the various factors influencing the buying behaviour and usage. The main sources referred were research articles and other data sources from web library. Online forums, social media and blogs were also referred. Primary Research The purpose of the primary research was to understand the perception among the TG about the Brand Vivel and the various products offered, how the consumer defines beauty and what beauty activity regime the consumer follows. The research was done using online questionnaires, personal interviews and focus group discussions in Delhi, Mumbai and Bangalore (PIs and FGDs only for Delhi). 67 women in the age group 15-34 were interviewed. Specifically, 54 women in the age group 18-30, 5 in 15-17 and 8 in 31-34 were interviewed. 30 men in age group 18-30 were surveyed. 3 FGDs were done with 6 people in each. The sample consisted of a mix of college going students, young working professionals (married and single) Market Analysis: Understanding the market helped us narrow down on the categories that we wanted to focus for Brand Vivel‟s expansion strategy. The parameters we looked at were (1) CAGR – future growth potential (2) No. of competitors (3) Related/Unrelated stretch Related/unrelatedness was dependent extension being synergistic or not with current positioning. From the above table, the analysis is as follows: o We shortlisted and decided to analyse further Body care, facial care, bath & shower, deodorants, depilatories and hair care categories. o Although, we found these markets to be highly competitive, they had a high CAGR and were synergistic with the current positioning of Vivel.
  • 4. Road map of successful transformations from soaps to “Beauty Brands” Each of these brands not only launched variants and extended into other product categories, but also catered to a wide variety of consumers (anti-ageing, deodorants etc). Their core value proposition remained the same (DoveReal beauty, PondsSimply Beautiful Skin) along with their communication strategy. Our transformation for Vivel from a soap/shampoo brand to a beauty brand which provides “Complete Skincare Experience” has adopted road map on similar lines. Soaps Body wash & gels Shampo os & conditio ners Deodor ants & face wash Cold creams Body lotions Lightening creams, anti ageing, oil control etc Face wash Industry Rs Mn(till mid 2011) Comment 2010 2011 2012 2013 2014 2015 CAGR (%) Body Care 4104 Competitive – Direct Stretch 3812.6 4033.6 4376.1 4711.1 5048.4 5384.7 7.15 Facial Care 36792 Competitive – Direct Stretch 36755. 9 41120.4 45760.4 50488.9 55275. 3 60044.7 10.31 Facial Cleansers 5855 Medium Competition- Direct Stretch 5839.3 6723.6 7758.0 8844.0 9997.1 11205.0 13.92 Moisturizers /Anti-Agers 1620 Highly Competitive – Direct Stretch 1,505.3 1,843.5 2,250.5 2,719.0 3,260.5 3,880.5 20.85 Men care 1860.3 Unrelated-Does not go with the current positioning of Vivel as a soft, gentle brand (see Brand Identity Prism) Bath and Shower 104904 Highly Competitive- Direct Stretch 105000 109000 112000 118000 123000 127000 ~4 Deodorants 7920 Highly Competitive- Indirect Stretch 7821.0 9878.3 12026.5 14042.1 15983. 0 17795.5 17.87 Roll On Deodorant 112 Less Competitive- Indirect Stretch 108.6 115.2 123.2 132.3 142.9 155.0 7.37 Depilatories 4032 Highly Competitive- Indirect Stretch 4042.3 4836.3 5817.8 6924.1 8152.4 9518.2 18.68 Hair Care 79920 Highly Competitive – Direct Stretch 100308 120370 14400 17300 208000 249600 20 Source: Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources Direct stretch Indirect stretch”new way to pamper your skin” Dove Ponds Direct Stretch
  • 5. Need-Gap Analysis To understand how Vivel fares in the existing categories and to conduct need gap analysis, we benchmarked Vivel Soaps and shampoos with its competitors respectively. The data was obtained through our survey and FGDs. Benchmarking insights:  Soap Category:  Dove was clearly the preferred brand. Although priced higher than its competitors, women considered it as VFMhigher confidence in the brand  Lux scored the highest on fragrance & variety because of large variants in its portfolio.  Shampoo category:  Dove scored high on fragrance although Lux had more variantswomen preferred softer, gentler smell in shampoos. They thought that stronger the smellmore chemicals presentmore harmful the shampoo is for their hair.  Although Hrithik had been the endorser of Vivel, not many women could connect with it (because of low awareness/women connect better with the endorsers of same sex).  Sunsilk was a winner in the shampoo category because of the customized variants. Also, the presence of experts adds credibility to their claims. Brand Identity Prism: To further understand why Vivel fared as it did vis-à-vis competitors, we mapped Vivel‟s brand recognition for stated brand attributes/communications through a brand identity prism (data obtained from intense FGD and consumer survey analysis). The font in italics indicates the probable reasons why consumers associated Vivel’s identity. 0 2 4 6 Awarene ss Fragranc e Variety Connecti on with brand… Advertise ments Confiden ce in the brand Value for Money Dove Lux Godrej No.1 Vivel Soaps 0 2 4 6 Awareness Fragrance Variety Connection with brand ambassado… Advertiseme nts Confidence in the brand Value for Money Clear Head & Shoulders Sunsilk Dove Garnier Vivel Shampoos Brand Vivel Loyalty Perception Awareness Association Vivel Soaps Vivel Shampoos Personality Self Image Confident Independent Progressive Beautiful Culture Image Reflection Physique Relationship Soft Colours Empowering, Inspiring Sophisticated Urban Brand Vivel Indian, down to earth, aspirational Vivel’s soft packagingAttitudinal : MOD Behavioural : LOW Purchase : MOD PremiumValue for moneyHigh end functionality Soaps: HIGH Shampoo : MOD Soft and Gentle Young and Fresh Brand Equity: Important to understand brand‟s strengths & weakness. Vivel needs to give consumers a reason to choose Vivel as their preferred brand and induce repeat purchase. This can be done by (1) Providing more functional benefits (2) Providing more reasons to use (3)Providing more variety in existing category (4) Enter into new categories
  • 6. Recommendations As per our discussion with the consumer, their “beauty” regime is divided into pre bathing, during bathing and post bathing activities. We have tried to categorize our recommendations according to this beauty regime of our consumer.  Vivel soap variants with fragrance matching our TG (soft & gentle)and natural extracts such as Lavender, aqua etc Recommendat ions Target Group Description Consumer Needs addressed POD Positioning Market Entry Strategies Relevance Aqua Young, energetic, have a busy lifestyle, yet are gentle and soft inside. Ready to experiment in life. Softer fragrances according to their personalities Sea minerals A beautiful, soft and glowing skin which gives you the confidence to face the world Priced similar to current Vivel soaps. Penetration in existing markets. Presence in all GT & MT outlets Lavender Lavender extracts Almonds Goodness of almond oil Pure No harsh chemicals Local ingredients (honey, saffron, gram flour) Tried and tested ingredients from generation  Vivel shower gels: Highly competitive & direct stretch market. Recommendat ions Target Group Description Consumer Needs addressed POD Positioning Market Entry Strategies Relevance Vivel Shower gels (variants corresponding to highest selling soap variant) Women who aspire to upgrade their personal care habits but are sceptical mainly because of the price. 1. An up gradation in bathing habits at a reasonable price (since most shower gels are priced 75 Rs upwards) 2. Exfoliation & Body wash Exfoliation of dirt and oil from skin A beautiful, soft and glowing skin which gives you the confidence to face the world Priced lesser than Fiama shower gels. Penetration in metros. Presence in bigger GT outlets & MT outlets.  Vivel Repair Solutions: According to our benchmark analysis, Sunsilk was preferred because of customization of variants for each type of hair. We suggest Vivel to come up with Vivel Repair Solutions for dry/dyed and damaged hair. Fragrance should be mild & gentle (though benchmarking analysis) Recommendat ions Target Group Description Consumer Needs addressed POD Positioning Market Entry Strategies Relevance Vivel Repair solutions for dyed/dry/ damaged/ rough hair Working women, stressful work life (call centres) with dry/damaged/dyed hair Vivel for dry/damaged/dyed hair to provide a complete repair solution No harsh chemicals. Milk/natural/p rotein extracts Compliment glowing skin with silky and strong hair Priced similar to Sunsilk Target Metros. Chemists, salons, bigger GT and MT outlets.  Face Wash: Consumer survey revealed that 95% users wash their faces before application of any creamface wash is the complimentary bundling to a beauty cream and precedes its application. Fragrance should be mild. The words that have been associated with the face washing activity are “cleaning”, “refreshing”. Beauty Regime Pre bathing During bathing Post bathing During Bathing
  • 7. Recommendat ions Target Group Description Consumer Needs addressed POD Positioning Market Entry Strategies Relevance Vivel Active Face Wash Young, energetic, have a busy lifestyle, yet are gentle and soft inside. Ready to experiment in life. Women prefer using face washes on their face instead of soap for “soft skin”, “lasting glow” and “fairness”. Whitening and softening agents with a lasting glow. A beautiful, Soft and glowing skin which gives you the confidence to face the world Benchmark on Lakme w.r.t price and distribution  Vivel Body Care: After launching the Vivel Face Wash, the next extension which carries forward the fit with existing portfolio is the Moisturiser/Body Lotion category. Introducing different variants to suit different skin types can be contemplated. This can be used as complimentary post bathing product in harmony with during bathing activity product soap to further preserve the smooth texture & colour of skin. Recommendat ions Target Group Description Consumer Needs addressed POD Positioning Market Entry Strategies Relevance Vivel Body Care with moisturizers+ Sunscreen Young, energetic, have a busy lifestyle, yet are gentle and soft inside. Ready to experiment in life. Logical extension after face wash. Moisturizing body is part of daily skin care routine Moisturizer+S PF to give you a lasting smooth & glowing effect Soft and glowing skin which gives you the confidence to face the world Benchmark w.r.t. Vaseline for price and distribution  Vivel Deo Sprays: Our consumer surveys have shown the opportunity to enter the post bathing segment as part of the daily personal care. Name Vivel will be retained for deosprays with the word “Pro” added for men. Recommendat ions Target Group Description Consumer Needs addressed POD Positioning Market Entry Strategies Relevance Vivel Ultra Sensitive Whitening Roll On 18-35 Years old urban women who love to wear sleeveless dresses, urban & semi urban Whitening Deodorant +Fragrance Whitening Roll on, 0% Alcohol Clean, fairer underarms which gives you the confidence Benchmark with respect to Dove Roll- On for price. Presence in all MT outlets in urban markets. Vivel Skin Lightening Deodorant 18-28 Years Women, urban & semi urban Whitening Deodorant +Fragrance Whitening spray, 0% Alcohol Clean, fairer underarms which gives you the confidence Benchmark price w.r.t Fa. Presence in all Pharmaceutical stores, MT outlets in urban & Semi-urban markets Vivel-Pro for Men 16–34 years old young consumers, urban & semi urban 48+ Hrs Protection + Freshness 48+ Hrs, Antiperspirant, Fragrance The New Hunk Benchmark wr.t Axe, Presence in all Pharmaceutical stores, MT outlets in urban & Semi-urban markets PHASE 2: Vivel Hair Perfume Women between 16-35 years from Urban areas. Protection from hair odour, hair knots, lost shine Alcohol-free hair perfume to untangle hair & increase shine Spread your hair, spread freshness Benchmark price w.r.t Quco. Presence in all Pharmaceutical stores, MT outlets in urban & Semi-urban markets  Vivel Anti-Ageing cream: This will further the proposition of smooth skin by keeping the skin wrinkle free of progressive middle aged women (through Brand identity prism). This can be portrayed as a brand that preserves and furthers beauty. Competitors such as Olay, Garnier, Neutrogena are extremely high priced (Rs 300 onwards). Create unique positioning through its price. Recommendat ions Target Group Description Consumer Needs addressed POD Positioning Market Entry Strategies Relevance Vivel Anti- Ageing Urban, middle aged women. Soft, wrinkle free skin at an affordable price. Reduces wrinkles & pigmentation at affordable price. Soft and glowing skin even in your 30s. Priced lesser than competitors. Distribution at all chemist, GT, MT outlets Post Bathing
  • 8.  Hair Removal: Our surveys have revealed that a major activity that instils confidence in a woman is waxed hairless skin. We have also found that Vivel is recognized as a brand that takes care of needs of a woman during & post bathing& hence to become a complete beauty brand there is need to enter pre bathing segment. The depilatory market is a high growth market in India.  Presence of few players makes the market potential is immense. Recommendat ions Target Group Description Consumer Needs addressed POD Positioning Market Entry Strategies Relevance Vivel Hair removal Mainly college going, women who wear western clothes, models etc Hair removal instils confidence in a woman. With moisturizers to reduce rashes & breakouts after hair removal. Soft and glowing skin which gives you the confidence to face the world Pricing lesser than Veet and Anne French. Market penetration at all outlets. Vivel’s communication strategy (based on benchmarking & consumer insights):  Market entry strategy will also comprise of communication strategy. The path that will be taken over the next 2-5 years by the given recommendations is in sync with the existing communication.  For the Product Communication (Keywords: Informational, functional, aspirational) Objectives: Highlight novelty of product, leverage knowledge about segment& showcase product portfolio Key Vehicles : TVC, Innovative packaging & bundling with existing SKUs  Ingredient branding: For e.g. Vivel Lavender extracts or Vivel pure  Female celebrity endorser for Vivel shampoos to connect with the female audience.  Women also liked comparative advertisementsreduced their dissonance, added credibility to prove that the product is superior to the other products.  In case of category extensions, product functionality needs to be emphasized, connection between core benefit &augmented needs to be establishedthrough product trials. Very High relevance Moderate relevance Pre Bathing High relevance Transformation map of Vivel from a soap/shampoo brand to a beauty brand which provides “Complete Skincare Experience”
  • 9. References and Appendices % constant value growth 2010-15 CAGR 2010/15 TOTAL Body Care 9.0 53.8 - Firming/Anti-Cellulite Body Care 26.3 220.9 -- Premium Firming/Anti-Cellulite Body Care 25.1 206.4 -- Mass Firming/Anti-Cellulite Body Care 27.8 240.4 - General Purpose Body Care 7.1 41.2 -- Premium General Purpose Body Care - - -- Mass General Purpose Body Care 7.1 41.2 Facial Care 10.3 63.4 - Acne Treatments 7.4 42.8 - Face Masks 4.0 21.8 -- Premium Face Masks 4.7 25.9 -- Mass Face Masks 4.0 21.6 - Facial Cleansers 13.9 91.9 -- Liquid/Cream/Gel/Bar Cleansers 13.9 91.9 -- Facial Cleansing Wipes - - - Facial Moisturisers 9.1 54.6 -- Premium Facial Moisturisers 13.3 86.6 -- Mass Facial Moisturisers 8.9 53.5 - Lip Care 16.5 114.5 -- Premium Lip Care - - -- Mass Lip Care 16.5 114.5 - Nourishers/Anti-Agers 20.9 157.8 -- Premium Nourishers/Anti-Agers 14.3 94.7 -- Mass Nourishers/Anti-Agers 22.5 176.3 - Toners 3.6 19.1 -- Premium Toners 5.6 31.3 -- Mass Toners 3.1 16.6 Appendix 1: Forecast Sales of Skin Care by Category: % Value Growth 2010-2015
  • 10. Hand Care 17.8 126.7 - Premium Hand Care - - - Mass Hand Care 17.8 126.7 Skin Care 10.2 62.5 Source: Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources Rs million 2010 2011 2012 2013 2014 2015 Body Care 4,098.5 4,400.6 4,853.6 5,317.0 5,800.2 6,302.4 - Firming/Anti-Cellulite Body Care 286.0 367.0 477.5 605.9 751.8 917.8 -- Premium Firming/Anti-Cellulite Body Care 163.9 208.8 268.4 337.2 415.1 502.4 -- Mass Firming/Anti-Cellulite Body Care 122.0 158.2 209.1 268.7 336.7 415.4 - General Purpose Body Care 3,812.6 4,033.6 4,376.1 4,711.1 5,048.4 5,384.7 -- Premium General Purpose Body Care - - - - - - -- Mass General Purpose Body Care 3,812.6 4,033.6 4,376.1 4,711.1 5,048.4 5,384.7 Facial Care 36,755.9 41,120.4 45,760.4 50,488.9 55,275.3 60,044.7 - Acne Treatments 229.1 245.6 265.7 286.1 306.7 327.2 - Face Masks 1,190.1 1,215.8 1,278.6 1,338.9 1,396.1 1,449.5 -- Premium Face Masks 58.1 59.0 61.8 65.1 68.9 73.2 -- Mass Face Masks 1,131.9 1,156.8 1,216.8 1,273.8 1,327.2 1,376.3 - Facial Cleansers 5,839.3 6,723.6 7,758.0 8,844.0 9,997.1 11,205.0 -- Liquid/Cream/Gel/Bar Cleansers 5,839.3 6,723.6 7,758.0 8,844.0 9,997.1 11,205.0 -- Facial Cleansing Wipes - - - - - - - Facial Moisturisers 27,212.2 30,269.9 33,317.7 36,338.8 39,276.6 42,064.8 -- Premium Facial Moisturisers 905.3 1,028.8 1,184.3 1,345.3 1,514.9 1,689.6 -- Mass Facial Moisturisers 26,306.9 29,241.2 32,133.4 34,993.6 37,761.8 40,375.2 - Lip Care 197.9 231.7 272.9 319.0 369.8 424.5 -- Premium Lip Care - - - - - - -- Mass Lip Care 197.9 231.7 272.9 319.0 369.8 424.5 Appendix 2: Forecast Sales of Skin Care by Category: Value 2010-2015
  • 11. - Nourishers/Anti-Agers 1,505.3 1,843.5 2,250.5 2,719.0 3,260.5 3,880.5 -- Premium Nourishers/Anti-Agers 341.2 391.5 453.5 519.5 590.0 664.3 -- Mass Nourishers/Anti-Agers 1,164.1 1,452.0 1,797.0 2,199.5 2,670.6 3,216.2 - Toners 582.1 590.3 617.0 643.0 668.4 693.3 -- Premium Toners 99.3 102.8 108.5 114.9 122.2 130.4 -- Mass Toners 482.8 487.4 508.5 528.1 546.3 562.9 Hand Care 95.9 114.3 136.2 160.7 187.8 217.5 - Premium Hand Care - - - - - - - Mass Hand Care 95.9 114.3 136.2 160.7 187.8 217.5 Skin Care 40,950.4 45,635.4 50,750.3 55,966.6 61,263.3 66,564.6 Source: Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources Brands Products Benefits Ponds Daily Face Wash Milder than soap Garnier Light fairness face wash Fairness Gentle soothing face wash Mildness Fresh Deep Clean Deep Cleansing Pure face wash Removes excess oil Dove Beauty Moisture, Gentle Exfoliating Facial Foams Cleanses and Exfoliates Fair & Lovely Whitening Face Wash Whitening Brands Products Benefits Ponds White beauty Skin Lightening Garnier Essential Care Moisturizing Dry Skin Relief Nourishing Cold Cream Fair & Lovely Whitening Face Cream Whitening Emami Malai Kesar Nourishing Cold Cream Appendix 3: Competition Analysis – Face Wash Appendix 4: Competition Analysis – Face Creams
  • 12. Source: Passport by Euromonitor International Company Name (NBO) Brand (GBO) Avon Beauty Products India Pvt Ltd Avon Black Suede (Avon Products Inc), Avon Little Black Dress (Avon Products Inc) CavinKare Pvt Ltd Spinz (CavinKare Pvt Ltd) Gillette India Ltd Gillette Series (Procter & Gamble Co, The) Helene Curtis India Ltd, J K Park Avenue (Raymond Ltd) Henkel India Ltd Fa (Henkel AG & Co KGaA), Fa Men (Henkel AG & Co KGaA) Hindustan Lever Network DIY (Unilever Group) Hindustan Unilever Ltd Axe (Unilever Group), Dove (Unilever Group), Rexona (Unilever Group), Pond‟s McNroe Chemicals Pvt Ltd Wild Stone (McNroe Chemicals Pvt Ltd) Menezes Cosmetics Pvt Ltd Old Spice Deodorant Spray (Procter & Gamble Co, The) Modicare Ltd Essensual (KK Modi Group, The) Nivea India Pvt Ltd Nivea Deodorant (Beiersdorf AG), Nivea Deodorant for Men (Beiersdorf AG) Oriflame India Pvt Ltd Oriflame 24H Active Protection (Oriflame Cosmetics SA), Oriflame Glacier (Oriflame Cosmetics SA) Paras Pharmaceuticals Ltd Set Wet (Paras Pharmaceuticals Ltd) TTK Healthcare Ltd Eva (TTK Healthcare Ltd) Wipro Ltd Yardley of London (Wipro Ltd) 29% 10% 10%6% 6% 5% 5% 29% Company Shares (by National Brand Owner) Deodorants - India -2010 Hindustan Unilever Ltd Paras PharmaceuticalsLtd McNroe Chemicals Pvt Ltd CavinKare Pvt Ltd Henkel India Ltd TTK Healthcare Ltd Nivea India Pvt Ltd Others Appendix5: Competitor Analysis for Deodorant Appendix 6: National Brand Owners and Their Brands
  • 13. Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2007-2010 % Retail Value 2007 2008 2009 2010 Skin Whitening 85.0 84.8 84.0 83.7 Non-Skin Whitening 15.0 15.3 16.0 16.3 Total 100.0 100.0 100.0 100.0 Source: Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources New players bring in new categories From the Euromonitor report, we can conclude that deodorant market is solely dominated by the spray deodorants and roll-ons. “Consumer knowledge of this product is still low. Large consumer base still uses it as „fragrances‟ on their clothes rather than on their skin. However, as consumers mature, they are expected to increasingly look for products that provide secondary benefits, for example, for specific skin types or anti-perspirants, alcohol free deodorants, etc have been introduced in the market, however, they are still small,” says Pragya Singh, Principal Consultant, Retail, Technopak. - Excerpted from http://retail.franchiseindia.com/magazine/2011/july/Trend-setters-in- deodorant_47-1-4/ Appendix 7: Men’s Grooming Products Appendix 8: Report on Facial Creams Appendix 9: Trend-setters in deodorant
  • 14. Vivel Survey What are the personal care activities do you follow everyday without fail?  Hair care  Face cosmetics (Face wash, facials, scrubs, face packs)  Body care  Moisturization, cleansing, toning  Manicure / Pedicure  Hair Removal  Other: What are the most important factors you consider while buying hair & skin care products?  Brand  Price  Natural Ingredients  Recommendation from friends  Brand Ambassador  Fragrance  Packaging of the product (should be attractive)  Other: What properties would you like to see in your soap?  Pimple clearing  Long lasting effect of soft/smooth skin  Sun protection factor  Should also come in face washes and shower gels  Should be specially suitable for oily/dry/normal skin types  Should be specially suitable for all seasons  Special ingredients (e.g peach, almonds, strawberries, clay, ayurvedic/herbal extracts)  Other: Which of the following do you buy for hair care?  Shampoos+Conditioners (shampoos with conditioners already present)  Shampoos only  Conditioners only  Post wash products (such as Livon) Appendix 10: Consumer Survey
  • 15.  Other: What properties would you like to see in your shampoo?  Customized for each type of hair (silky, curls, wavy)  Hair fall reduction  Special shampoo for long hair  Should not leave my scalp dry  My hair is coloured/dyed. I need to use different type of shampoo  Herbal/Ayurvedic/Natural extracts shampoos  Other: What is the most important property you want your skin to have?  Fair  Smooth  Glow  soft  Other: Which brand of fairness cream do you use? Skin care What personal care activity gives you the most confidence? Rank 1-4 1 2 3 4 5 Fair Skin Waxed Skin Smelling Good Washing Hair What products do you use for your face? Skin care  Facewash/facepack  Fairness cream  Sunscreen  Mmoisturizers  Anti-ageing creams  Uunder eye creams
  • 16.  Lip balm What products do you use for your body? Skin care  Moisturizers/lotions  Talc  Deodarants  Hair removal  Skin whiteners What Vivel products are you aware of? What product range comes to your mind when you hear Vivel? Gen  Soap  Shampoo  Face cream  Other: According to you, which word is aptly associated with Vivel?  Soft and gentle (e.g. Rose, lavender)  Young, fresh (e.g lime, fruit fragrances)  Energetic, lively (e.g Aqua)  Seductive, sexy (e.g chocolate)  Luxury  Beauty and fairness  Self confidence  Other: What deodorant brand do you use?  Axe  Set Wet  Zatak  ADIDAS  NIKE  Nivea  Garnier  Other: What is the reason to use deodorant?  Contol body odor & smelling good
  • 17.  Antiperspirant  Attract Men / Women  Self confidence  Other: Different occasions on which you use deodorant  I use it everyday  Physical workouts/sports activities  Hanging out with friends  Going out on a date  Going to College/office  Other: What properties would you like to see in your deodorant? Deo- need gap analysis and product differentiation  Long lasting protection  Fragrance suited to my personality (e.g.Fruity, Lemony, Lavender etc)  Reduce skin pigmentation (specially in underarms)  Should not leave a burning/itchy feeling  Lesser expensive than the one I currently use  Other: Would you like to buy deodorant from ITC's Vivel?  Yes  No  May be What should be the name of the deodorant range from ITC?  Vivel Deo  Different name other than Vivel  Other: Which of the following specialised functional attributes would you like to have for special purposes in new deodorants?  Hair Perfume - For nice smelling hair - Alcohol free  Step In - For controlling foot odour and nice smelling socks  Other: What do you recollect when you hear about our product  Advertisements
  • 18.  It’s taste / smell / flavour / colour / any other attributes  Our brand ambassador  Other: According to you (Word Association)  ITC Vivel has consistent quality  Vivel is similar to other soaps on TV. I do not find anything different in Vivel  Vivel with its different variants (like deo spirit, luxury crème etc), is suitable for my skin type  Vivel is worth the money I pay for  Other: What are the differentiating features of Vivel compared to other existing products? * Submit

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