Aftershower - Opportunities

SET WET
Style
GEL
MNC
Brand
Gel MNC
Brand
Cream

Cosmetic Opportunity Natural

Health
 Competition & Challenges
• MNC Brand
– Perceived to be old fashioned
– Core built around “experienced hair style”
– Consumers indifferent to the MNC brand

• Challenges
– Better than MNC brand which was global leader
– Success impossible without a USP
 Target Group
• Male consumers in the age band 15-34 , SEC ABC
– Just out of college in their first job with an internal
orientation ( Driven by need for hair health benefit )
– Ambitious & aspire for success in career
– Active out-of-home lifestyle
– Love gizmos & girls
– Love to watch TV , movies
– Love sport – especially cricket
– Confident but unsure of how well he is matched with
his peer group
– Wants to look clean & presentable
 Marketing Mix
• Product
– Aftershower hair cream
– Natural – Contained coconut milk proteins
– With aqua moisturizers
– Refreshing zingy fragrance
– Completely non sticky
– Packaging superior than MNC brand

• Place
– Marico distribution network was leveraged
– MNC brand which banked on wholesale reach was outplaced

• Pricing
– Rs 10 for a 14 gm pack
– This led to trial and further led to market penetration

• Promotion
– TV used to build awareness for the brand
– Yuvraj Singh chosen as the brand ambassador