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  • Clea Understanding - Brief

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    bais.bhavana
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    This document outlines target consumer segments and product positioning for a personal care brand called Clea. It identifies three main consumer groups - quality seekers, value seekers, and perfectionists. It then provides information on lifestyle and personality traits for each segment. The document also discusses differentiating the brand as natural, authentic, and helping consumers cope with an imperfect world. It proposes positioning the brand around preserving the natural beauty consumers are born with. Finally, it outlines potential product ranges and brand promises tailored to each consumer segment.

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    Clea Understanding_Brief

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    This document outlines target consumer segments and product positioning for a personal care brand called Clea. It identifies three main consumer groups - quality seekers, value seekers, and perfectionists. It then provides information on lifestyle and personality traits for each segment. The document also discusses differentiating the brand as natural, authentic, and helping consumers cope with an imperfect world. It proposes positioning the brand around preserving the natural beauty consumers are born with. Finally, it outlines potential product ranges and brand promises tailored to each consumer segment.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pdf or txt
    9 views15 pages

    Clea Understanding - Brief

    Uploaded by

    bais.bhavana
    This document outlines target consumer segments and product positioning for a personal care brand called Clea. It identifies three main consumer groups - quality seekers, value seekers, and perfectionists. It then provides information on lifestyle and personality traits for each segment. The document also discusses differentiating the brand as natural, authentic, and helping consumers cope with an imperfect world. It proposes positioning the brand around preserving the natural beauty consumers are born with. Finally, it outlines potential product ranges and brand promises tailored to each consumer segment.

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    © All Rights Reserved
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    of 15

    Target consumer…

    PRIMARY
    MAINLINE FMCG ADVANCED
    (Quality Seeker) (Value Seeker) (Perfectionist)

    SEC A B SEC A B C SEC A1


    FEMALES FEMALES FEMALES
    Age 25-44 Age 18-44 Age 25+

    SECONDARY

    Kids range SEC A B


    SEC A B
    SEC A B MALES
    FEMALES
    MOTHERS Age 25+
    Age 44+
    Age 24+
    LIFESTYLE

    Responsible

    Multi-tasking
    Progressive

    Busy
    Health Conscious
    PERSONALITY

    Confident

    Approachable

    Well-groomed

    Well-informed

    Stylish
    Customer insight…
    I love taking care of myself because it helps me
    •Look younger… (for compliments)
    •Gives confidence… (when amongst peers)

    At all times I want to be my beautiful self

    However what is that beautiful self?


    Customer need gap…
    “In a world that imposes toxic superficiality,
    I crave for a deeper, more natural connect.”
    Reason to believe…
    Precise | Indian | Effective
    Clea products are Precise and Effective with Natural Active ingredients. These products are free from
    harmful chemicals that may damage or otherwise harm your skin. These are ‘Made in India’, by
    understanding the requirements of Indian skin types.
    Differentiator…
    An authentic blend of natural ingredients and cosmetology (bio-technology) to help cope with an
    imperfect, toxic and superficial world.
    (Clea, personal care products for all ages & all skin types. Clea's effective duet of everyday ingredients, takes care of
    your specific skin care needs, leaving your skin hydrated & clean, naturally & gently.)
    Brand essence…

    GENUINE
    GENUINE

    NATURAL

    REAL

    Clea is that…
    What is one thing we don’t want to change…

    Beauty is something
    you’re born with!
    (This will keep us relevant to the category.)

    Don’t let your insecurities ruin the beautiful person you were born to be.
    A progressive brand which reinvents legacy methods to
    Preserve
    Protect
    Enrich

    The beauty you are born with.


    Positioning options…

    PRODUCT DRIVEN BENEFIT DRIVEN ATTITUDE DRIVEN


    (Why Clea works better for you?) (What Clea does for you?) (How Clea complements your attitude?)

    Clea is powered by cutting Clea preserves the natural Clea is real and refreshing just
    edge cosmetology (bio- beauty you are born with as you are
    technology)
    PRODUCT RANGE SEGMENT BRAND PROMISE

    High Performance Personal Care Products e.g. Cleansing & Make-


    up Remover Wipes, Refreshing Wipes, Hand Sanitizing Wipes, Hand
    MAINLINE Quality Seeker
    Sanitizer Gel, Foaming Handwash, Baby Wipes, Body Wash,
    Shampoo & Conditioner.

    Affordable Personal Care Products e.g. Sustainable rPet Wipes, Cut


    FMCG Value Seeker
    Fabric Hanky, Coin Tissue.

    Professional Personal Care Products e.g. Bed Bath Towel, Shampoo


    Towel, Baby Sponge Bath Towel, Fem. Hygiene Wipes, Fem. Hygiene
    ADVANCED Perfectionist
    Liquid, Acne Care Pads, Nail Polish Remover Pads, Face Sheet
    Mask, 99.9% Water Wipes for babies.
    Thank you!
    Let’s Discuss…

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