- The document provides information on a marketing case study conducted by team Nutcrackers on hair serum brand Livon. It includes details of the brand analysis conducted on Livon and its competitor Silk n Shine through primary and secondary research. - Key insights from the research show Livon and Silk n Shine have similar positioning focusing on detangling and shine. This results in cannibalization. The growth of the serum category is also slow due to low awareness and perceptions that serum benefits are same as conditioners. - The document recommends targeting young working women segment for Livon and repositioning it as a daily use product for achieving natural healthy hair with a 30 second application. An integrated marketing strategy involving

1. Name Email Id Phone Number
Sukhada Dhone Sukhada.dhone@iimb.ernet.in 8884111657
Rohit Jaiswal Rohit.jaiswal@iimb.ernet.in 7676990235
Prachi Patil Prachi.patil@iimb.ernet.in 8095079460
TEAM NAME: NUTCRACKERS
CAMPUS: IIMB
MARICO OVER THE WALL
A Marketing Case Study on Acquisition of Personal Care Brands of Paras from Reckitt Benckiser

2. METHODOLOGY
Context
analysis
• Understanding the industry
• Study of Livon offering versus Silk n Shine
• Insights for serum category
• Implications for Livon
Segmenta
tion &
targeting
• Identifying relevant segments – demographics, psychographics and needs for the category
• Choosing the target segment based on motivation to buy Livon
Positionin
g
• Identifying loopholes in current strategy and shift in strategy needed
• Outlining a modified positioning for Livon
Execution
Strategy
• Strategy for Integrated marketing communications across different channels
• Other recommendations

3. CONTEXT ANALYSIS TARGETING POSITIONING BRANDING STRATEGYSEGMENTATION
Market Size
About the industry
• Hair care increased by 18% to reach Rs. 116 billion
• Conditioners including oils and rinse-out conditioners were largest contributors of retail value
sales – HUL and L’oreal offered free trial packs with shampoos -> generated awareness
about benefits of conditioners & promoted sales
• Most manufacturers have continued to push their hair care products through Television
• Hair care is expected to further evolve with consumers paying more attention to their hair
• Increasing unit prices due to manufacturers offering value added benefits
• New product launches are expected to have newer claims, solving various unmet needs
Other Inferences
from exhibits given
the case
• 74% of the users of
Livon silky potion
users belong to 40+
years
• Consumers evolve
with their life stages
in terms of
attritudes, motives
with respect to the
category
Leave in conditioners is still an under-
developed category as compared to rinse
off conditioners even though there is
significant overlap in their propositions
Leave in conditioners category is still in the
Introduction phase in the product lifecycle
Secondary analysis has been done to understand the nature of the industry and other inferences regarding the landscape to set the context right
HAIR CARE Industry Analysis
6% 1%
93%
Rinse off
conditioners
Leave in
conditioner
Any hair care
products
Source: Euromonitor Repo

4. 0%
50%
100%
Serum Livon
Yes
No
Primary analysis (online survey and in-depth interview) and Secondary analysis of Livon has been done to understand the brand image and
identity
Silk and Shine Analysis
 Strong association of
Livon with shine and
detangling features
 High top-of-the-mind
recall for Livon
compared to hair and
care silk and shine
 Livon is perceived as a
premium and high end
brand for occasional
purchase
 Livon is currently
perceived as high
detangling feature which
conditioner also
provides
 Because of thick liquid
its is perceived as
greasy
Good QUALITY
First word that comes to your
mind when you hear ‘Livon’ ?
Have you heard of
“Serum/leave in conditioner”?
Have you heard of “Livon”?
What is the first brand that
comes to your mind when
you hear “Serum”?
 Livon – 40%
 Don’t know – 40%
Shine
credible
Premium
Detangles
Greasy
Pioneer
Occasional use
technology
Brand Livon
Central Character Young girl
Setting In Home
Influencer Narrator
Tri components
Cognitive component of de-
tangled hair
Benefits
highlighted
Functional
Involvement
Moderate involvement in terms
of medium, low involvement in
terms of product category
Personality Traits,
Values
Self-directed needs, High need
for uniqueness, sensation
seeking, High Need For
Cognition
Tagline I love my hair
Communications analysis
Brand analysis – Primary Research
Young girls
After wash
CONTEXT ANALYSIS TARGETING POSITIONING BRANDING STRATEGYSEGMENTATION

5. 0%
50%
100%
Serum Silk n
Shine
Yes
No
Primary analysis (online survey and in-depth interview) and Secondary analysis of Silk n Shine has been done to understand the brand image and
identity vis-à-vis Livon
Silk and Shine Analysis
 Strong association of
silk and shine with shine
and detangling features
 Low top-of-the-mind
recall for Livon
compared to hair and
care silk and shine
 It is perceived as a not
so high end brand for
occasional purchase
 High detangling feature
which conditioner also
provides is the most
recalled feature
Good QUALITY
First word that comes to your
mind when you hear ‘Silk n
Shine’ ?
Have you heard of
“Serum/leave in conditioner”?
Have you heard of “Silk n
Shine”?
What is the first brand that
comes to your mind when
you hear “Serum”?
Shine
KATRINA
credible
generic
Detangles
Hair care
new
Occasional use
salon
Brand Livon
Central Character Young girl
Setting In Home/salon
Influencer Celebrity – Katrina Kaif
Tri components
Cognitive component of de-
tangled hair
Benefits
highlighted
Functional
Involvement
Moderate involvement in terms
of medium, low involvement in
terms of product category
Personality Traits,
Values
Self-directed needs, High need
for uniqueness, sensation
seeking, High Need For
Cognition
Tagline
Ab uljhe baalon se ladaai
khatam
Communications analysis
 Silk n Shine– 30%
 Don’t know – 40%
Tangle free
soft
silky
Brand analysis – Primary Research
CONTEXT ANALYSIS TARGETING POSITIONING BRANDING STRATEGYSEGMENTATION

6. A summary of the brand analysis of the 2 brands is put in comparative way to understand the differences between Livon and Silk n Shine
Comparative Analysis
Implications:
•Livon and Silk and Shine
together capture 80% of
the market share
•But propositions of Livon
and Silk and Shine are
almost similar
•This would result in
cannibalization of the 2
products
•Hence, need to
establish a different
proposition for Livon
which would target
different target segments
Parameters Livon Silk and Shine
Target Segment Young, professional girls Young girls
Positioning Soft, silky detangled hair Silky, detangled hair
Communications
message
Functional benefits –
Narrating young woman
Functional benefits -
Celebrity endorsement
Benefits provided
Detangled Detangled
Soft Soft
Silky shining Silky shining
Style Style
Different Quite similar Fully similar
CONTEXT ANALYSIS TARGETING POSITIONING BRANDING STRATEGYSEGMENTATION
Compariso
n

7. CONTEXT ANALYSIS SEGMENTATION TARGETING POSITIONING BRANDING STRATEGYCONSUMER INSIGHTS
Primary research has been done to obtain insights as to why is the growth of Serum category so slow as compared to the other categories in hair
care
Insights on impeding growth of Serum category
1)I don’t know what serum is
2)I don’t know the benefits of serum
category
1)I don’t think it is essential
2)I think it gives same benefits as
conditioner
3)None of my friends recommended me
serum
4)My hairdresser never recommended
me to use serum
5)I think it is only for high end segment
6)I think it is styling product
7)I have no time to use many products
considering busy life style
1)I find it expensive
2)I think it will make my hair greasy
3)I think it will damage my hair
TV ads, Print ads,
Social media
Recommendation
through friends
and hairdressers
Products Demos
Free sampling
Bundling
Awareness
Considerati
on
Purchase
To obtain the insights on impeding growth of
serum category, the following primary
research was conducted:
•Online survey – 53 respondents, tier 1, 2
cities, 16-45 years of age
•In depth interview – 2 groups of 8 each, tier
1 cities, 16-45 years of age
Primary Research
Path to purchase
CONTEXT ANALYSIS TARGETING POSITIONING BRANDING STRATEGYSEGMENTATION

8. Psychographic Segmentation was done based on the level of motivation and stated/latent need level of consumers with respect to buying the
products in the category.
Demographics
Psychographic
s
Needs in the
category
Fabulous Me
Age: 16-25, Young
College going girls
Career- oriented, Attitude
towards enjoying life,
Willing to spend money
on leisure activities and
high tech products,
Strong Movie and Cricket
associations
I want to be the
trendsetter!
I like to be in the center of
attention and shine with my
style
Reassure Me
Age: 20-35, Involved in
fast-growing
businesses, moderate
assets, Middle class
Living in Tier 1 or tier2
cities
Mix of traditional and
modern values, Value-
conscious, Information
seekers, family oriented,
Value for money products
with less show off value
“I look for value for money
options
Conservative Me
Age: Age: 30-50, First
generation with modern
affluence through
education, Clerical jobs
Traditional values -
diligence, moderate
individualism,
Need to blend in with
social group of middle
class
Focus on price
“Less is more“
Harmonious Me
Age: 25-40, Education
from Elite schools,
Managers, Senior
executives, elite and
luxurious lifestyle, High
Income
Sophisticated,
Successful in life, Seek
best in class products, Buy
products for social status
High users of durables,
Best in class Product,
Sophisticated products
with show off value
CONTEXT ANALYSIS TARGETING POSITIONING BRANDING STRATEGYSEGMENTATION

9. Target segment was decided based on the motivation to buy Livon serum among all the identified segments
Need basedReassure me
Segments Fabulous Me Reassure Me Conservative Me Harmonious Me
Motivation to
buy serum from
Livon
Willing to experiment or
try serum etc but lies in
target segment for Silk
and Shine
Willing to buy if convinced
about benefits of using serum
for their target group
Low motivation to buy Livon
due to perception of very
high financial risk
Low motivation to use non
high end products
Verdict
Not to be targeted High motivation if convinced
on emotional + functional
benefits
Low motivation to buy Livon Low motivation to buy Livon
Target
Based on the habits and practices of the consumer for the category and our product offering, the target segment is
chosen:
CONTEXT ANALYSIS TARGETING POSITIONING BRANDING STRATEGYSEGMENTATION
Target consumer group for Livon

10. The shift in strategy needed for Livon was identified from the current strategy
Shift in strategy needed
CONTEXT ANALYSIS TARGETING POSITIONING BRANDING STRATEGYSEGMENTATION
• No emotional touch, only functional benefits are depicted
• Consumers are least bothered about what chemicals ( Cutisoft) are presents but wants
to know the final benefits
• How to apply the product is not mentioned
• No emphasis on daily usage
• Detangling and softness are two benefits which are shown in advertisement which
overlaps with conditioners’ benefits
• The spokesperson in advertisement is very glamorous so consumers associate Livon with
occasional usage
• Background is fictional so generates less relevance also gives premium image to
product
• Give emotional touch to the advertisement
• Focus on benefits rather than chemicals and formulas present in product
• Show the correct target group so that they get attracted to advertisement
• Emphasis on daily usage of the product like Damp, Damp, Dazzle ad
• Considering the low knowledge and penetration of serum category application method has to
be is shown
• Focus on unmet needs rather than needs fulfilled by conditioners and shampoos
• Show homely environment so that relevance towards category increases
• Make sure that friend is shown as adviser in advertisement to make it more influential
Shift in Strategy
Needed

11. A survey was conducted to understand the consumer behaviour towards serum’s. Survey responses were collected from 63 urban respondents
belonging to SEC AB
What FEATURES to be highlighted?
Methodology – Online survey
No of respondents – 43
Age group – 20-40 years
Respondents were asked to rate the top three needs they look for in the serum
category out of 9 universe of needs that are found out of in-depth interview analysis
Need Gap Analysis : To find out what benefits to be portrayed in advertisements
Universe of Needs Condition
er
Shampo
o
Silk and
Shine
Livon
Frizz control No Yes No No
Natural Healthy look No No No GAP
Nourishment No Yes Yes No
Strength (Anti hair
fall)
No Yes No No
Style No No Yes Yes
Shine No Yes Yes Yes
Detangling Yes Yes Yes Yes
Avoid split-ends No Few No GAP
Softness Yes Yes Yes Yes
• Friend is a person who influences the consumers in Hair category who is followed by hairdresser
• Women are not considering serum because most of the benefits depicted are fulfilled by Shampoo and conditioner
• Natural healthy look is what all women love to have like childhood days ( considering % of chemically treated hair in target segment)
• Women are not able to associate Livon with daily use category but consider it as after hair wash product or styling product
21
11 14
46
13 12
8
33
9 7 8
24
1st 2nd 3rd Cummulative
% of respondents
Natural Healthy look Frizz Control Anti split ends
31%
43%
26%
Styling
Product
After Hair
wash product
Daily use
product
What is Serum
12%
42%
31%
10%
5%
Purchase influencer in serum category
61%
39%
Greasy Non- greasy
Perception
CONTEXT ANALYSIS TARGETING POSITIONING BRANDING STRATEGYSEGMENTATION

12. Insights on the psychographics for the target segment were obtained to understand what kind of positioning should be done
What should be theme of message?
Busy lifestyle makes
me ignore myself
I wish I get back the
hair I used to have in
childhood
With days the healthy
look vanished
I use to take care
of my hair when I
was young
I used to get irritated
when my mom tied
different color bow
which doesn’t match
my dress
I don’t leave my hair
open now while in
childhood I used to
fight with my dad
when he asked me to
tie it up
Childhood I used to try
out new hairstyles with
my doll
I think serum’s
benefits are same
as that of
conditioner
I think serum is
styling product
and not for
everyday use
CONTEXT ANALYSIS TARGETING POSITIONING BRANDING STRATEGYSEGMENTATION

13. Based on our analysis we found out that positioning of Silk and Shine exactly matches with the positioning of Livon hair serum
Positioning
Analyse
Livon’s brand
image +
identity
Target –
‘Reassure Me’
Recap
Consumer
insights
Positioning for Livon
Differentiating space
in perceptual map
Functional Benefits
Emotional
benefits
YoungProfessional
Current
Proposed
CONTEXT ANALYSIS TARGETING POSITIONING BRANDING STRATEGYSEGMENTATION
Livon Silky Potion should be positioned as
“30 seconds Final Touch-up to get Natural
healthy hair for daily use”
“I love my hair” is a great tagline and has good
connect with the consumer. Hence it should be
continued

14. Understanding the right set of Media and Influencer in Purchase decision is the first step to develop a 360 degree Integrated Marketing Campaign
Integrated Marketing Campaign – Strategy
TV
• Still it’s one of
the major
medium of
advertisement
•TG watches
reality shows and
even Soaps
Digital & Social Media
[FB, Blog, Forums, twitter,
pinterest]
•TG Spends 21% time of online
activity on Facebook
•Prefer personal blogs over
magazines as written by people
rather than journalists
•Famous blogs – Rynablog,
makeupandbeautyblog, etc.
•Follow stylist on Twitter and
Pinterest
•Checks review sites to evaluate
brand
Mobile Apps
•A new media
consumption
channel.
•Apps are
dominantly used
on mobiles rather
than browser
Print
[Newspaper &
Magazines]
•Fashion
Magazines are
still a common
leisure activity
•Vogue, Elle,
Cosmopoliton,
Beauty, etc.
Media Consumption habits of TG (Src: InMobi Report)
23% 22% 18% 10%
Develop
Insights
Create
IMC Plan
Allocate
IMC
Budget
Capture
Response
s and
maintain
database
Analyze
and
evaluate
results
Word of Mouth
[Influencers]
•The Parlour
stylist, retailer
have decent
credibility
•Friends are the
biggest influencer
in this category
Experiential
Marketing
•Demonstration
on self or others
creates trial in
this category
•Mall and Event
campaigns
Point of Sale
[In-store
Activation]
•High disposable
income of TG
•Right exposure at
POS can be the
moment of truth.
•Impulse buying of
trial pack
Influencers for Hair care category (Survey)
45% 10% 30%
Promotion Channel
Synergy
Communication
Message
•Clear
•Consistent
•Aligned to Brand Value
Customer
Engagement
Cost effective
Campaigns
Focus
IMC
Process
CONTEXT ANALYSIS TARGETING POSITIONING BRANDING STRATEGYSEGMENTATION

15. • 30 seconds Final Touch-up
• Natural healthy hair No harmful chemicals – focus on
Vitamin E (health connotation)
• Daily use
1. Increase Awareness and benefits
2. Burst myths and perception of harmful chemicals
3. Increase aspirational quotient of product
4. Slowly move to Emotional Connect from
Functional
Clear insights, aim and message of campaign. Idea is to create emotional connect with chosen 360 degree IMC channels
Integrated Marketing Campaign – Strategy
1. Friends and Stylists are the biggest Influencer for
TG.
2. TG lacks time to take care of hair routinely.
3. Concerns about harmful chemicals and being
greasyAim
Insights
IMC
TVC
Hair Grooming
App
Digital &
Social Media
Campaign
WOM enabling
Parlors
Fashion
Magazines
POS
promotion
Experiential
Marketing
IMC
Channe
ls
Messag
e
• Hair Nostalgia: reminding the TG how she used to take care
of her hair from school to college life. With Livon, she can
take care of her hair and can look anytime, any where.
• Emotional Connect
• Symbolized by photographs of Childhood and Youth
Idea
CONTEXT ANALYSIS TARGETING POSITIONING BRANDING STRATEGYSEGMENTATION

16. TV is highest in media consumption. TV Commercial to reach TG in the target programs like Reality shows and Lifestyle program
1. Friends are the biggest Influencer for TG.
2. TG lacks time to take care of hair routinely.
Hair Nostalgia: reminding the TG how she used to take
care of her hair from school to college life. She can
quickly look fab with Livon, anytime any where.
Emotional Connect.
A friend Livi of a working married woman Arti is visiting
her after a long time and are flipping through old photos. Arti had very
beautiful hair and she never used to tie them. She diligently used to
take care of it and never let anyone touch it. All fun-time flashes. Now
Arti’s hair are dull and she keeps them tied. Livi asks what happened!
Arti says, “time kahan hai ab: office, ghar, bas”. Then Livi takes out
Livon from her purse and gives it to Arti. Arti asks “yeh kya”, Livi says
“Mera 30 seconds Final Touch-up”.
Background voice tells the benefits of Livon and why use it while Arti
applies Livon and frees her hair. A picture gets clicked and gets
added to her album with Livon.
Profile Program Occasion When
Married
working
women
Reality Shows When she returns to
home and works
Evening Prime time
Lifestyle shows Leisure time Weekends morning
and afternoon
Housewife Soaps, Repeats She has control on
remote in afternoon
Weekday afternoon
Prime time
Key Decision- Why & When to air the advertisement?
• During a reality show then it should be aired at the end
of advertising slots, because people would do not want to
miss out on critical decisions aired right after the break
• Also the first advertisement break during shows across
various channels tends to coincide.
1st Commercial Break 2nd Commercial Break
Migration from the channel
Migration to the channel
Air the TVC during the 1st commercial break or during the last 30 sec
slots of commercial breaks
IMC – TV Commercial
Idea
Insight
s
Storyboard
CONTEXT ANALYSIS TARGETING POSITIONING BRANDING STRATEGYSEGMENTATION

17. Blogging and Sharing childhood photos creates emotional connect and high engagement. Move to Pinterest and Twitter with users
IMC – Digital & Social Media
• Facebook page of Livon India has a good number of 262,301 fans.
• Connect the website, FB page and YouTube channel by sharing content and
conducting campaign across platforms
• Livon Ambassador Contest
• Call the bloggers to write interesting, crazy blogs on “I love my Hair”
and include “Livon: 30 seconds Final Touch-up” in the article.
Publish the blog on the Livon website.
• Share the blogs on Facebook to generate conversation on hair
smoothening. The articles would also be judged by number of likes
and conversation generated.
• Nostalgia Campaign
• Females love to share their childhood or old photos – High
Engagement
• Contest where fans would be encouraged to share their old photos.
• The TVC, Experiential marketing campaign and guerrilla marketing
campaigns should be shared.
• Launch Twitter and Pinterest pages – Engagement coverage
Select a childhood
or old photo
showing your love
for your hair
Add your quote
and submit on
Facebook
“Share” it on your
FB wall
Livon Ambassador Contest
CONTEXT ANALYSIS TARGETING POSITIONING BRANDING STRATEGYSEGMENTATION

18. A hair grooming app which acts as companion. Creates Loyalty as serves their daily need of fashion
IMC – Mobile and Tablet Grooming App [Augmented Reality]
• TG spends 46 min on Apps per day
We can bring an Android and IPhone App for the
women which would give them:
• Daily/ weekly tips on Hair Styling
• Nostalgia Campaign: Share photos and win
• Trends via blog
• Fashion news
• Reviews
• Virtual Mirror app using Augmented Reality
tech
• User can see herself putting different
hairstyle and color- True Companion Source: Nielson Report
25
Min
46 Min
Time spent on apps per day
Female
Male
Livon Hair Companion App
CONTEXT ANALYSIS TARGETING POSITIONING BRANDING STRATEGYSEGMENTATION

19. POS promotions ensures educating customer and increase trial. Awareness and Recall is increased too using witty Then-Now?
IMC – In-store (Point of sale) promotion
Education Hot Spot
• It is the small portion of shelf space where brand can talk to the
consumers directly about
• 30 seconds Final Touch-up
• Benefit: Natural healthy hair
• Daily use
• How to apply
• burst myths about harmful chemicals
• Engage Customers, generate WOM
Brand Header at Hair care
Shelf
• Grabs the attention of the consumers especially in supermarkets
where large portfolio of product is available at one place
• Put 30 Sec Clock to symbolize the positioning
• Make it engaging – “Why use Livon Silky Potion?”
• Also builds the brand equity and increases brand recall
• Posters and Standees
• Showing great hair in childhood but not so good now!
• Use Livon – and get great hair in no time Then Now?
Use
Livon!
Then – Now?
CONTEXT ANALYSIS TARGETING POSITIONING BRANDING STRATEGYSEGMENTATION

20. It’s important that customer Experience the product to create credibility, engagement, and trial. Improves brand image.
IMC – Experiential Marketing
• Engagement Campaign – making customer experiencing the product
• Conducted in shopping mall and public places
• Touch the lives of people in a more personal and interactive way.
• The whole activity would be covered by media and shared on social & digital media.
• Shopping Mall
• Live Trial of Livon where customer would feel how their hair gets natural
healthy look in just 30 Seconds.
• Click photo earlier (Then) and again after applying Livon (Now) and give it
customer.
• Competition where entangled hair of mannequin needs to detangled using
Livon. Whoever does it first, wins.
Guerrilla Marketing
• Promotion in Lift
• Closed Doors – Entangled Hair
• Open Inside – Detangled Hair with message – Open with Livon
• Increases aspiration quotient as evokes intelligence of brand
• Cost effective
CONTEXT ANALYSIS TARGETING POSITIONING BRANDING STRATEGYSEGMENTATION

21. Other touch points apart from the conventional media have been identified to suit the target groups habits and practices
Exploring new Channels
Key Decision- Where to advertisement?
• Hairdressers are one of the key influencers while choosing the
hair care products
• Also the receptivity towards the hair care product is very high
inside the beauty parlors
• Thus Parlors can be used as touch point to sell as well as promote
Livon serum
• Give T – shirts to the
hairdressers on purchase of 50
bottles of Livon
• Print Livon message on the T-
shirt/appron as shown here
• Give other hair related
accessories free on further
purchase like styling comb etc.
• Use this accessories as
receptive touch point to
promote Livon
• Write recommends Livon for
Healthy Hair on accessories
given with products for sell in
parlour
USE
Livon
for
Healthy
Looking
Hair
• Use Mirror stickers and L-
cards to convey the same
message
• Eye level positioning of
mirror stickers improves
the visibility and thus
makes message more
impactful
• Hairdressers
aspires to get
recognition
• Certify salon as
well as hairdresser
who sell maximum
Livon product
CONTEXT ANALYSIS TARGETING POSITIONING BRANDING STRATEGYSEGMENTATION

22. Other Recommendations
Product Improvement
Idea - Introduce new fragrances in the
Livon like Jasmin, Lily etc.
Insight – Many consumer don’t like the
smell of Livon
Packaging Improvement Trial Improvement
Insight – Consumer think that their hair
will become greasy looking at viscous
liquid inside
Idea – Introduce Livon in opaque pink
color bottle with tag new and improved
Insight – Consumer think there is no
need to buy serum separately if they
are using conditioners
Idea – Bundle Livon with parachute
advanced in order to generate trial
Some other recommendations apart from the branding strategy have been given based on the consumer insights for the target group
CONTEXT ANALYSIS TARGETING POSITIONING BRANDING STRATEGYSEGMENTATION

23. Sushant Salunke (1211295,sushant.salunke@iimb.ernet.in , 8147553650)