Group 1

Molly Loffet
Naveen Daga
Nimisha Rustagi
Raghav Jindal
Shreya Singhania
Vikas Gupta
 About the company:
• A German personal care brand that specializes in
body care

• It is owned by the Hamburg-based

company Beiersdorf Global AG

• It began its operations in 1911

• It is present in Asia, Africa, America, Europe and

Middle East

• It has its product range across Body, Face, Men

and Sun
Research methodology
Method used: Direct Interviews (A total of 15 people were interviewed)

The questionnaire used is:

1. What is your age?
2. Which city do you belong to? Variables used:
3. Which career phase are you in?
4. What is your relationship status? Demographic Geographic Psychographic
5. Which digital platforms are you active on?
6. How frequently do you check the platforms? •Age •City •Lifestyle
7. What skin care products do you use? •Gender •Beauty &
8. Where do you purchase your skin care products from? •Family & Wellness
9. If e-commerce, then which websites do you buy it from? Relationships •Digital
10. What are your skin related concerns? •Career phase Presence
11. Do you refer to any online content to maintain your skin? •Hobbies &
12. Do you follow any particular skin regimen to take care of Activities
your skin?
13. What factors do you consider while making a purchase
decision for a skin care brand?
14. What is the process you follow to purchase a skin care
product?
15. What are your interests?
Consumer portrait
Time Seeking Ambitious Millennials
Who am I?

◦ 20-35 years of age

◦ Suburban/Urban career-focused students/working
women
◦ (Single/Married (New Parents)/In a Relationship);
◦ Grooming is important but no time so focuses only
on daily skin hygiene
◦ Brand conscious, quality over price
◦ Most skin products are purchased online on Nykaa,
BigBasket, Amazon etc
◦ Interested in Films, Concerts & Parties, Music, Books,
Reality shows, Travel, Restaurants
◦ Highly active on Social media (FB, Instagram,
LinkedIn, Snapchat and WhatsApp
◦ Very Tech savvy
Consumer portrait
Nature Seeking Mothers
Who am I?

◦ 35-50 years of age

◦ Rural/Urban Married home-maker with
teenagers/adult children
◦ Prefers home remedies/less chemical based
products, not brand conscious;
◦ Spends time taking care of their skin through
moisturizing and using home remedies
◦ Most skin products are purchased through Kirana
stores, hypermarkets and supermarkets
◦ Interested in Bollywood films, Classical Music, Books/
Magazines/Newspaper, Cooking, Home & Garden,
Beauty, Clothing
◦ Not so active on Social media platforms; Most
present on Facebook
◦ Not so tech savvy
Consumer portrait
Minimalist Buyers
Who am I?

◦ 18-60 years of age

◦ Students/Working men and women (parents)
◦ Does minimum (time, money) to stay presentable;
Choose among available products;
◦ Not very brand conscious; Purchase recommended
products wherever offers available
◦ Skin products are purchased based on
convenience and discounts, either online or offline
◦ Interested in: TV shows, movies, home and garden,
books
THANK YOU