Brand Building and Category Expansion Strategy of Vivel_ITC Interroban

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  • 1. Chitty Chitty Bang Bang, FMS Team Chitty Chitty Bang Bang Faculty of Management Studies, Delhi Badal Choudhary Nikhil Dubey Sawedana Shirsat Sukesh Gain
  • 2. Agenda Case Overview: Personal Care Market ITC’s trajectory in the Personal Care Category Research Methodology: Primary & Secondary Roadmap of Few Successful Personal Care Brands & Need Gap Analysis Brand Identity Prism and Brand Equity Analysis Recommendations based on Market & consumer analysis Brand Resonance Model Communication strategy Mind Map for Brand Vivel extensions Chitty Chitty Bang Bang, FMS
  • 3. •Market valued at INR 224 bn in 2009, estimated to grow at 19% CAGR •Market: categorised as body care, facial care, hand care, bath shower, deodorants, de-pilators, hair care, oral care, sun care & men’s range Market Drivers & Challen ges Challenges for Brand Vivel: •Which categories to expand into? •Consumer need identification & POD designing? •Branding strategy? •Market entry strategy? Trends •Entry of international players •Constant innovation & focus on branding •Price war amongst peer players to attract the consumer •Brands are moving up the value ladder Competitors The market is competitive with large influx from foreign players The domestic players include HUL, P&G, Cavin care, Dabur, Emami, Godrejetc. Case Overview: Personal Care Market Drivers: •Increase in disposable income •Adoption of western styles •Inc. in awareness of personal image •Growth of retail ITC’s trajectory in the Personal Care Category Expansion Strategy??
  • 4. Personal Care Market Study 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-Ons Deo 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 Consumer Preferences – Primary Research
  • 5. Research Problem identification Market Segmentation Product Recommendations Need gap identification Core Segment Leakage Segment Research Methodology: Primary & Secondary Secondary, Primary, Focus group Market analysis & Benchmarking Primary research: •Online questionnaires(Delhi, Mumbai & Bangalore) •PIs & FGDs(Delhi) •67 women (age group 15-34 years) (54 in 18-30 yrs, 5 in 15-17 yrs 7& 8 in 31-34yrs ) •30 men in age group 18-30 •3 FGDs (6 people in each) •Sample: Mix of college going students, young working professionals(married and single) Chitty Chitty Bang Bang, FMS Basis for Segmentation: Age, Gender & Psychological Behavior Core target segment 18 – 30 years of age Highest usage of personal care products Two leakage segments •15 – 18 year olds Just started using Personal Care products Wish to look like their slightly elder counterparts •31 – 35 year olds Still high on usage of Personal Care products Wish to look like they did in their 20s
  • 6. Dove Soaps Body Wash & Gels Shampoo & Conditioners Initially into beauty soaps USP - 1/4th moisturizing cream Direct Stretch - into body wash and gels In-Direct Stretch - into hair wash – shampoos and conditioner Consistent USP: 1/4th Moisturising cream Ponds Cold Creams Body Lotions Face Wash Initially into face cold creams USP - soft skin Direct Extension - into body /skin care category through body lotions Extension - into face washesConsistent USP: Soft Skin Chitty Chitty Bang Bang, FMS Roadmap of Few Successful Personal Care Brands & Need Gap Analysis 0 2 4 6 Awarenes s Fragrance Variety Connecti on with brand… Advertise ments Confidenc e in the brand Value for Money Dove Lux Godrej No.1 Vivel Soaps 0 2 4 6 Awar eness Fragra nce Variet y Conn ection with… Adver tisem ents Confi dence in… Value for Mo… Clear Head & Shoulders Sunsilk Dove Garnier Vivel Soaps Vivel Shampoos Soap Category: •Dove preferred soap brand. Value For Money •Lux highest on fragrance Shampoo category: •Dove high on fragrance women preferred softer, gentler smell in shampoos. •Sunsilk preferred because of customized variants.
  • 7. Personality Self Image Confident Independent Progressive Beautiful Culture Reflection Relationship Empowering, Inspiring Sophisticated Urban Indian, down to Earth, Aspirational Brand Identity Prism Data obtained from Consumer Research Brand Vivel Loyalty Perception Awareness Association Brand Equity Attitudinal : MOD Behavioural : LOW Purchase : MOD Soaps: HIGH Shampoo : MOD •Soft and Gentle •Young and Fresh Personality, Culture & Self Image is internal identity Physique Soft Colours Packaging Physique, Relationship and the Reflection is an external identity Premium imagery Value for Money Physical & emotional beauty Scope For Improvement Brand Awareness for Vivel Shampoos Increase in Attitudinal Loyalty for VivelNeed to Improve synergies between Internal and External Identities to increase Perception and Association
  • 8. Mind Map for Brand Vivel extensions Transformation map of Vivel from a soap/shampoo brand to a beauty brand which provides “Complete Skincare Experience”
  • 9. Recommendations based on Market & Consumer Analysis “Beauty” regime is divided into Pre-bathing, during bathing & Post bathing activities Vivel soap variants with fragrance matching our TG (soft & gentle) and natural extracts such as Lavender, aqua etc Beauty Regime Pre bathing During bathing Post bathing Recommendation 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 theworld 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 (saffron, gram flour) Tried & tested ingredients Vivel shower gels: Highly competitive & direct stretch market. Recommendation 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: Sunsilk was preferred because of customization of variants for each type of hair. Fragrance should be mild & gentle Recommendation 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/prot ein extracts Compliment glowing skin with silky and strong hair Priced similar to Sunsilk Target Metros. Chemists, salons, bigger GT and MT outlets.
  • 10. Face Wash: 95% users wash their faces before application of any creamface wash is complimentary bundling to a beauty cream & precedes its application. Fragrance should be mild. Words that have been associated with face washing activity are “cleaning”, “refreshing”. Recommendation 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: Whitening Moisturiser with SPF(for smooth texture & colour of skin). Complimentary post bathing product in harmony with during bathing activity product soap. Variants to suit different skin types launched later on. Recommendation Target Group Description Consumer Needs addressed POD Positioning Market Entry Strategies Relevance Vivel Body Care with whitening moisturizers+SPF 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 Whitening moisturizer+SPF gives 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 Post Bathing •Vivel Anti-Ageing cream: •Further the proposition of smooth skin by keeping skin wrinkle free in middle aged women. •Can be portrayed as a brand that preserves beauty. Competitors such as Olay, Garnier, Neutrogena are high priced (Rs 300 onwards). •Create unique positioning through its price. Recommendation Target Group Description Consumer Needs addressed POD Positioning Market Entry Strategies Relevance Vivel Anti-Ageing progressive middle aged women (through Brand identity prism) 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
  • 11. Hair removal: •Our surveys have revealed that 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 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market potential high Recommendation Target Group Description Consumer Needs addressed POD Positioning Market Entry Strategies Relevance Vivel Hair removal 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 confidence to face the world Pricing lesser than Veet and Anne French.Market penetration at all outlets. Very High relevance Moderate relevanceHigh relevance 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 deo-sprays with the word “Pro” added for men. Recommendation 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 wr.t 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 wr.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+Freshn ess 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 wr.t Quco.Presence in all chemist stores, MT outlets in urban & Semi-urban markets
  • 12. SALIENCE PERFORMANCE IMAGERY JUDGEMENTS FEELINGS RESONANCE Premium Imported Exciting, Trendy Confidence, Youthful Aspirational feel: Kareena Kapoor Need to increase the aspirational value and international appeal for greater Loyalty Enjoys a low degree of brand salience, reflected by the low market share Communication Strategy Product Communication Communication Keywords: Informational, Functional Aspirational Objectives : • Highlight product novelty &benefits • Leverage segment knowledge • Showcase entire product portfolio Key Vehicles : TVC : Sponsoring Talk shows like ‘Girl Talk’ and ‘Style Check,‘Get Gorgeous’ should be used as a platform to promote among the young girls Radio Channels: RJ’s are a big opinion leaders Beauty Blogs: Tie-ups with Beauty Innovative packaging and bundling with existing SKUs Social Media: Facebook: Targeted Ads using TG Profiles Twitter: Celebrity tweeting about Vivel Youtube: to start a Vivel channel where the TG can upload videos Soap & Shampoo Brand Body & Face Care Brand Beauty Brand Future communication should be to increase awareness and favourable brand association resulting into increased loyalty Brand Resonance Model Functional Benefits need to be communicated uniquely Focus on Credible Superior Aspects to gain consideration Transformation for a “Complete Skin care Experience by Vivel”
  • 13. Thank You