The document discusses the positioning and consumer perception of Maxam skincare brands in China. Maxam Tramella Pearl Cream appealed to both rural and urban markets by building on traditional Chinese beliefs and family love. It introduced the concept of nutrition in skincare. Maxam Hand Cream filled an unmet need for 15-45 year old women and provided a herbal fragrance giving a sense of treatment. The document recommends retaining traditional ingredients for rural markets while adding fragrance and emotional benefits to compete in urban markets.

1. Shanghai – Jahwa :
The Maxam Brand
SHANTANU KUMAR DM14144
SINDHUJA D DM14147
SHIVEN SALUJA DM14248
TULSI CHOUDHARY DM14256
VIJAY KRISHNAN A DM14257
RAMYAA RAMESH DM14266

2. Positioning
 Maxam Tramella Pearl Cream:
• built on traditional Chinese beliefs and a platform
of family love appealed to rural and urban market
• First Moisturizer
• Introduced concept of ‘nutrition’ in skincare
 Maxam Hand Cream:
• First Hand cream
• High tech brand appealed in urban markets.
• Filled unmet need-15 to 45 years old women
• Herbal fragrance giving sense of ‘treatment’

3. Positioning
Respected and conservative, value
Brand family, being considerate with
Personality wisdom of life and amiability.
Beautiful and clean
Values of User
Trustable,valuable,basic
care
Emotional Rewards
Nutrition as skin care
Functional Benefits
Keeps skin smooth
Attributes and tender

4. Consumer Perception – Maxam
tremella Cream
Urban
Ponds Oil of Ulan
Low Maxam Tramella
Cream
High
Rural

5. Consumer Perception – Maxam
Hand Cream
Urban
Maxam Hand Ponds Vaseline
Cream
Yinhua
Low
High
Rural

6. Opportunities in competitive market
Rural Urban
Oil of Ulan
Maxam
Ponds
Avon
Vaseline Shiseido
30% 70%

7. How Maxam can Compete?
 Maintain traditional ingredients
 Add fragrance component
 Increase emotional function

8. RE- POSITIONING
Customized to home market Transferable
Abroad
Maxim
Dodger Contender
high
Defender Extender
Low

9. POSITIONING &
IMPLEMENTATION
 Strategy: Hybrid Approach
 Retain Tremella Pearl Cream for the rural market
 Extend the Tremella Line by adding the hydrated
version especially for the urban market
 Hand Cream:
 Add Floral Fragrance
 Add more variants
 Extend the Brand targeting urban alone

10. THANK YOU