The document provides details about a case study competition for the hair removal brand Veet. It outlines three objectives for Veet: 1) increase market penetration, 2) launch line extensions for new products, and 3) extend the brand into new categories. Secondary research found the hair removal and beauty markets in India are growing, with opportunities in skin care, bath, men's grooming, deodorants and sun care. Primary research identified key issues for women ages 17-35 regarding hair removal and beauty needs. Product testing showed openness to Veet entering categories like skin care, hair removal devices and sun protection.

1. VEET Case Study Competition
Case Study Competition
Team Name: Saltrose

Manini Mishra

Satyaprem Upadhyay
Mudra Institute of Communication Ahmedabad (MICA)
Team: Saltrose
Page 1

2. VEET Case Study Competition
Table of Contents
Case Challenge:....................................................................................................................................... 4
Objective 1: Market Penetration ........................................................................................................ 4
Objective 2: Line Extension – Market Development ......................................................................... 4
Objective 3: Brand Extension .............................................................................................................. 4
VEET in India ........................................................................................................................................... 6
History ................................................................................................................................................. 6
Product Portfolio ................................................................................................................................. 6
Brand Ambassador: ............................................................................................................................. 6
Competitive Analysis: .......................................................................................................................... 7
Brand Positioning in Hair Removal Category ...................................................................................... 7
Research Objective ................................................................................................................................. 8
Research Methodology .......................................................................................................................... 8
Phase 1: Secondary Research ............................................................................................................ 9
Market Analysis of Hair Removal Category- Depilatory ................................................................... 9
Key Consumer Trends: .................................................................................................................... 9
Competitive Landscape: .................................................................................................................. 9
Future Prospects: .......................................................................................................................... 10
Analysis of Secondary Research on Hair Removal Category:........................................................ 11
Beauty and Personal Care in India ................................................................................................... 12
Key Trends & Developments:........................................................................................................ 12
Sales of Beauty and personal Care: 2005 – 2010 .......................................................................... 12
Forecasted Sales of Beauty and personal Care: 2010 – 2015 ....................................................... 13
Analysis of Secondary Research on Beauty & Personal Care Category: ....................................... 14
Phase 2: Primary Research ............................................................................................................... 16
Research Findings ............................................................................................................................. 16
Segment 1- Women (17 to 35 yrs) ................................................................................................ 17
Brand Veet – Current Scenario ............................................................................................................. 21
Brand Identity - Kapferer’s Brand Prism ........................................................................................... 21
Solution: Objective 1 – Market Penetration ....................................................................................... 22
Solution: Objective 2 – Line Extension ................................................................................................ 24
Solution: Objective 3 – Brand Extension ............................................................................................. 28
Brand Extension Framework:........................................................................................................... 30
Integrated Marketing Communication: ................................................................................................ 31
Team: Saltrose
Page 2

3. VEET Case Study Competition
Product Launch – TimeLine for 5 Years ............................................................................................... 33
Brand Development of Veet – 5 Years ................................................................................................ 34
Team: Saltrose
Page 3

4. VEET Case Study Competition
Case Challenge:
The Veet Case Study gives an exhaustive and detailed description of the challenges faced by the
brand Veet. The challenge areas involve various facets of the brand's potential like Market
penetration and market expansion through Brand development .Here, the McKinsey's Issue Tree is
instrumental for the achievement of the above stated objectives. It organises the problems in a
structure to make it more succinct and facilitate the decision making process.
Objective 1: Market Penetration
To exploit its current equity in hair removal category by:




Gaining new customers who do not use Veet
Pushing Veet to customers already using Veet
Trying to gain competitors share by offering improved perceived value to the customers.
By dispelling myths of Hair removal cream
This will be done in the interim period before new products of Veet are launched (before moving to
Line and Brand Extension).
Objective 2: Line Extension – Market Development
To make Veet even a bigger brand in its home turf of hair removal by developing new products(Line
Extension) according to the current needs of customers & tackling competition.
Objective 3: Brand Extension
To move Veet’s equity from being a “hair removal brand with some smooth skin connect” to a “true
beauty brand “. To take specific initiatives so that this transition is smoothly achieved.
All the issues/challenges which the case offers us can be broken down in to smaller issue with the
help of Issue Tree and then dealing with each one of them separately. While making the Issue tree
we need to take care that issues are Collectively Exhaustive & Mutually Exclusive(MCME)
Team: Saltrose
Page 4

5. VEET Case Study Competition
Team: Saltrose
Page 5

6. VEET Case Study Competition
VEET in India
History
Veet is the world’s leading cosmetic depilation brand and is sold in over 50 countries. Veet is an
example of a successful innovation in the depilatory category. Veet hair removal cream was
launched in 2004 in a market where there had been little innovation for several years. It is among
the core set of power brands for Reckitt Benckiser worldwide. The launch of Veet follows extensive
research across the country and a test market which helped identify the huge growth potential in
this particular category as also a need among women for a hassle-free mode for personal grooming.
Mr. CM Sethi, Managing Director – Reckitt Benckiser (India)’s Comment on Reckitt Benckiser’s entry
into the personal grooming segment in 2004 “The hair removal sector in India is currently valued at
Rs 50 Crore and projected to double in size over the next few years. With the launch of Veet, we
hope to capture a significant market share in this segment. India is a very important market for
Reckitt Benckiser and we are committed to bringing the best-of-breed products from our global
portfolio to the country. We are confident that Veet will be yet another success story from the
Reckitt Benckiser stable.”
Product Portfolio
Veet hair removal creams come with international ingredients to give best care for different skin
types; double moisturizers for greater consumer satisfaction.
Veet has two variants in India:

Veet Hair Removal Creams

Veet Wax Strips.
The VEET Ready–to-Use wax strips were launched in 2009.
The most recent launch is Veet Suprem’ Essence reformulated with a blend of beauty oils and new
velvet rose fragrance for a smoother experience.
Brand Ambassador:
Supermodel Katrina Kaif will be the brand ambassador for Veet in India. Internationally, Veet has
always been represented by supermodels. Kaif’s choice as brand ambassador is in keeping with the
product’s correlation with style and fashion. Her pristine beauty and elegance make her the ideal
choice for the ideal hair removal cream, Veet.
Team: Saltrose
Page 6

7. VEET Case Study Competition
Competitive Analysis:
The Various competitors of Veet in India are shown in the below table with their shares
Table 1: Brand Shares in Depilatory Category - India
Brand Positioning in Hair Removal Category
The perceptual positioning map shows the perception of Veet versus its competitors on the scale of
Smoothness, Time, Price and how long lasting is the product.
Team: Saltrose
Page 7

8. VEET Case Study Competition
Research Objective
1. To analyse the consumer perception of Veet and thereby, suggest appropriate solutions for
increasing its current market share in hair removal category.
2. To identify relevant beauty product categories for Brand extension of Veet.
Research Methodology
S.No. Parameter
Value
1
Research
Methodology
Qualitative
2
3
4
Research design Descriptive, Single Cross-sectional Design
Data collection Primary Research
Non-probability
5
Sample
procedure
Sample type
6a
Sample profile
Men & Women - 17 to 45 years
6b
Sample size
50
7
Sample area
8
Research
instrument
9
Contact method Personal interviews , Telephonic interviews & Online Survey
10
Analysis Tool
Judgmental sampling
Across India
In Depth Interviews-Female(5), Male(5)
Survey - Female(20), Male (20)
Graphical Representation & Matrix Analysis
The research will be conducted using both qualitative and quantitative techniques of analysis.
The Research would be done in two phases:


Phase 1: Secondary Research
o Hair removal Market in India
o Beauty and Personal Care Market In India
Phase 2: Primary Research
o Qualitative data collection and Analysis
o Quantitative data collection and Analysis
Team: Saltrose
Page 8

9. VEET Case Study Competition
Phase 1: Secondary Research
Market Analysis of Hair Removal Category- Depilatory
Depilatories value sales stand at Rs4 billion in 2010, up by 26% on the previous year

Depilatories brands use innovative means to promote themselves

Hair removers/bleaches still the dominant products in India

Unit prices grow minimally in 2010

Veet maintains its brand leadership, while Dabur India Ltd is the leading manufacturer

Depilatories are expected to grow by a constant value CAGR of almost 19% over the forecast
period
Key Consumer Trends:
 Depilatories are getting more acceptance as the trend towards looking good picks up, along
with greater understanding about such products and higher discretionary spending. The
consumer group that typically uses such products is well aware of the social benefits of
depilatories, has seen the usage of such products from a young age, and is comfortable using
them.

Depilatory creams and lotions are considered a less painful alternative to waxing. However,
such product have their own disadvantages, such as
o
o
Lingering unpleasant smell,
o

Stinging sensation on application,
Greasy after-use feel.
Women’s razors remains a smaller category compared to hair removers/bleach, mainly
because companies have not focused on it, and also because most consumers still go to
salons rather than remove hair at home. In addition, there is electrical equipment like
epilators from brands such as Philips which pose competition to women’s razors.
Competitive Landscape:
 Dabur India Ltd was the leading manufacturer in 2010, with over 27% of value sales in 2010.
Its leading brands are Fem, acquired in 2008, and Saka. It is followed by Reckitt Benckiser
India, with its Veet brand, accounting for 23% of value. Dabur India’s position is supported
its strong distribution network across India.

Reckitt Benckiser (India) Ltd saw a three percentage point increase in share in 2010, to
almost 23%, due to a strong push behind Veet, which is being endorsed by the well-known
Team: Saltrose
Page 9

10. VEET Case Study Competition
actress Katrina Kaif. The company has leveraged its distribution reach to place Veet in every
retail format, which has helped drive sales.

Hiphop Skincare has introduced a hair remover cream for men. It is aimed at the “new age
metro sexual male” who strikes the “right balance between a boyish and manly, sexy yet
elite image”. The pack is big enough for a one-time, full clean body look.

Veet Wax Strips is a new and : innovative format – the first of its kind in India. The Veet
brand was promoted through product placement in a recent Hindi film, “Tees Maar Khan”,
starring Katrina Kair.

Product placement in films is a rising and increasingly well accepted practice.

The new Anne French roll-on is a path-breaking innovation in terms of format in a market
packed with similar products with very little differentiation, and thus offers more choice to
Indian women.
Future Prospects:
 Competition in depilatories is expected to become more intense as more players are
expected to enter the category, and companies are expected to launch new and more
sophisticated products over the forecast period. Products with a light, non-greasy, silky feel,
with a clean and fresh after-use sensation will be a hit in the market.

In absolute terms, this will still be a fast-expanding category, with significant room for
growth for existing and new brands. Therefore, depilatories are projected to see a constant
value CAGR of almost 19% between 2010 and 2015.

A key potential barrier to growth is retail prices for depilatories, with such products being
unaffordable for many consumers outside the big cities. In smaller cities, consumers tend to
use unbranded and home-made products for bleaching and waxing.
Table2: Sales of Depilatories by Category: Value 2005-2010
Team: Saltrose
Page 10

11. VEET Case Study Competition
Table3: Forecast Sales of Depilatories by Category: Value 2010-2015
Table4: Forecast Sales of Depilatories by Category: Value Growth 2010-2015
Potential Competitors of Depilatory
category in Hair Removal Market
Analysis of Secondary Research on Hair Removal Category:
The secondary research on hair removal category shows us that Women’s Pre-Shave, Razor & Blades
are a no threat for Veet as a brand in Hair removal category. The only potential competitor is hair
removers/ bleaches.
Team: Saltrose
Page 11

12. VEET Case Study Competition
Beauty and Personal Care in India
Key Trends & Developments:
 Natural and Herbal-based Products Gain Traction
 Direct Sellers Hit the Right Notes
 Higher Value-added Brands Make Headway
 Products With Modern Formats Increase Presence
 Men’s Grooming Takes Off
 Steady Growth Forecast for Beauty and Personal Care
Sales of Beauty and personal Care: 2005 – 2010
Table5: Sales of Beauty and personal Care by Category: Value 2005 – 2010
Table6: Sales of Beauty and personal Care by Category: By % Value growth2005 – 2010
Team: Saltrose
Page 12

13. VEET Case Study Competition
The relevant categories for Veet among the below mentioned categories are:
Category
Skin Care
Bath and Shower
Men’s Grooming
Deodorants
Sun Care
Market Size ( Billion Rs)
41
104
24
1.9
1.2
Growth Rate (CAGR)
14.2
12.0
15.0
33.7
11.3
So, we can see that these five categories are large in size and have shown significant growth. Let us
look at the projected market and growth for next five years.
Forecasted Sales of Beauty and personal Care: 2010 – 2015
Table7: Sales of Beauty and personal Care by Category: Value growth2010 – 2015
Team: Saltrose
Page 13

14. VEET Case Study Competition
Table8: Sales of Beauty and personal Care by Category: By % Value growth2010 – 2015
Analysis of Secondary Research on Beauty & Personal Care Category:
Market Size ( Billion Rs)
% Growth of Growth Rate (CAGR)
Category
market
2005-10
2010-15
2005-10
2010-15
Skin Care
41
66
60%
14.2
10.2
Bath and Shower 104
127
22%
12.0
4
Men’s Grooming 24
42
75%
15.0
11.2
Deodorants
7.9
18
127%
33.7
17.8
Sun Care
1.2
1.8
50%
11.3
8
Team: Saltrose
Page 14

15. VEET Case Study Competition
Looking at the above date we can see that there is a huge market potential in the above categories
waiting to be explored.
So, this secondary research gave us the initial hypothesis for which all categories has growth
potential in next 5 year for brand extension of Veet.
Team: Saltrose
Page 15

16. VEET Case Study Competition
Phase 2: Primary Research
Research Findings
The research findings are given below. For the ease of comprehension, we have categorised them
into the following three segments :Segment 1 :- Women ( Aged 17 to 35 years)
Segment 2:- Men (Aged 17 to 35 years)
Segment 3:- Mature Women (Aged 36 to 47 years)
Represented in the each of the diagrams are the most common and oft repeated issues of that
particular segment respondents that were identified during the in-depth interviews.
The key insight has been arrived by following a 2 step procedure:Step1 :- Mapping the frequency of issues identified in beauty and hair removal categories.
Step 2:- A nexus was identified between the deliverable of the previous stage and its psychological
and social implications on the common day-to-day activities of that segment.
Team: Saltrose
Page 16

17. VEET Case Study Competition
Segment 1- Women (17 to 35 yrs)
Team: Saltrose
Page 17

18. VEET Case Study Competition
Product Acceptance Testing (Women)
On conducting research on the beauty needs of women, the following findings were revealed about
women’s acceptance of possible new Veet products. The product suggestions were arrived at from
our findings from secondary research on the market size and growth of the concerned segments,
major competitors and forecasted growth.
A
B
Hair diminishing Body Moisturizer
Skin Smoothening Body shower gel- To decrease preliminary hair growth
C
Skin Smoothening Body Soap- To decrease preliminary hair growth
D
E
Tweezers
Body Smoothening moisturizer – for treating unsightly scars, rashes, acne, discolouration,
uneven texture etc.
F
G
H
I
J
Skin Smoothening and cleansing Facial Tissues
Body Massaging Oil
Sunscreen Gel- Sweat proof
Shampoos
Face Masks
Team: Saltrose
Page 18

19. VEET Case Study Competition
Segment 2- Men (20 to 35 years ):
Team: Saltrose
Page 19

20. VEET Case Study Competition
SEGMENT 3- Mature Women (36 to 47 years)
Team: Saltrose
Page 20

21. VEET Case Study Competition
Brand Veet – Current Scenario
Brand Identity - Kapferer’s Brand Prism
Team: Saltrose
Page 21

22. VEET Case Study Competition
Solution: Objective 1 – Market Penetration
Team: Saltrose
Page 22

23. VEET Case Study Competition
Team: Saltrose
Page 23

24. VEET Case Study Competition
Solution: Objective 2 – Line Extension
Team: Saltrose
Page 24

25. VEET Case Study Competition
Team: Saltrose
Page 25

26. VEET Case Study Competition
Although go to salons mostly for hair removal through waxing as a value proposition, the most
attractive proposition is that they don’t have to deal with the mess and take efforts to do a lengthy
painful process by themselves. Also, a parlour is a pampering place where a woman goes to enhance
the “feel good” factor about herself. The following graph explores the reasons why women go to
salon.
Team: Saltrose
Page 26

27. VEET Case Study Competition
Team: Saltrose
Page 27

28. VEET Case Study Competition
Solution: Objective 3 – Brand Extension
These were the categories which we got from Secondary research on Beauty and Personal care in
India, which have Potential association with the basic attribute of Veet i.e “Skin Smoothing” . Also
these were the categories which offers a good market size and great market growth.
Market Size ( Billion Rs)
Category
Skin Care
Bath and Shower
Men’s Grooming
Deodorants
Sun Care
Team: Saltrose
2005-10
41
104
24
7.9
1.2
2010-15
66
127
42
18
1.8
% Growth of
market
60%
22%
75%
127%
50%
Growth Rate (CAGR)
2005-10
14.2
12.0
15.0
33.7
11.3
2010-15
10.2
4
11.2
17.8
8
Page 28

29. VEET Case Study Competition
Communication for 3.2:
Tweezers need to be pushed only through retail stores. A wide distribution network and strategic
BTL advertising in point of purchase centre is necessary.
Once Veet is in the process of becoming a beauty brand it is very essential for Veet to have a
memorable tagline and musical jingle to increase brand recall. A survey conducted showed max.
percentage of people(45%) associating Veet with a "sleek and stylish" personality from a list of
personality types suggested that included "cheerful and vivacious" (35%) and "sophisticated and
elegant" (10%)
Team: Saltrose
Page 29

30. VEET Case Study Competition
Brand Extension Framework:
Team: Saltrose
Page 30

31. VEET Case Study Competition
Integrated Marketing Communication:
1. ATL : These communications will be :
a. Focus around the Brand.
i. It will start focussing on Smooth Skin.
ii. Slowly we will shift the focus of the communication to a more beauty centric
Communication.
2. BTL: The BTL activities will focus on :
o
Products,
o
New launches,
o
Dispelling Myths
o
Comparison between Veet and other competitors.
o
Different target Audience
3. New Product Launch:
a. Brand activation by Experiential Marketing: When a special brand is launched it
should be promoted through high consumption areas like Malls, Colleges etc.
Because Youth is the Major target group of Veet, and creating a initial impact on
them can have a long lasting impact.
b. Online Testimony: Ask people about their experiences, take a picture and ask them if
they are comfortable for testifying it online. Give them gift hampers.
c. Social Media – Testimony- Promote discussions by asking how they feel about the
product.
4. Dermatologists Tie Up: These tie ups can be formed to promote both the dermatologist and
Brand Veet in the areas. Few days in the month can be chosen for free Skin check up for
Women. This communication will create a lasting effect of association of Veet with Skin.
5. Share Your Beauty Secret Contest:
Online – Social Media
Offline Integration – Prizes – Interviews
6. Do you know your Veet?
Smell the product with your eyes closed and tell us which Veet it is.
This will help in associating Veet with Fragrance.
7. Every Women is Special Campaign – CSR – Against Infanticide and Foeticide
8. Sponsor Fashion shows in College in Tier 1 and 2 Cities.
Team: Saltrose
Page 31

32. VEET Case Study Competition
By these and many more activities the Hair Removal Nature of Brand can be changed a Brand which
is

Young

Beauty Conscious

Cares about Women

Has special association with Skin Smoothing
Team: Saltrose
Page 32

33. VEET Case Study Competition
Product Launch – TimeLine for 5 Years
The timeline charts the growth of Veet as a beauty brand while diminishing its perception as a hair
removal brand over time. However, there will be a noticeable phase of Veet as an “in-between”
brand where it deals with beauty products with a connection to depilation.
Team: Saltrose
Page 33

34. VEET Case Study Competition
Brand Development of Veet – 5 Years
Team: Saltrose
Page 34