INTERNATIONAL

MARKETING
PRESENTATION

Masterpiece by:

Mohammed Shoaib Ahmed

Suraj R.D
Jitesh Kumar
Sanjay Bohra
 Veet
World’s No. 1 in depilatories

Available in over 50countries

Reckitt Benckiser

Launched in 2003
 Hair Removal
Types of Hair Removal
– Wax
– Epilator
– Cream
– Shave
– Spray

Products generally targeted for women

 Scope
Huge market for depilatory

Competitors in the market

– Nair
– Fem
– Anne French
Bidding Bush Good Bye

Ads on current affairs.

The Goodbye Bush
Commercial of Veet.
Market for the product
along with
appreciation.
 Marketing Strategies

Extensive Research 
Indian Brand Ambassador
:Katrina Kaif
International Brand Ambassadors:
Super Models only
Strategies (Contd.)

The company always sees

to that it does not loose on
its customers.
Creates a bond between the
customer and the Company
to retain Brand Loyalty.
(Sending of Greeting cards during women’s
day through the website.).

Reach Consumers where

they consume media.
 Strategies (Contd.)

Online Advertising.
A £5m campaign to differentiate
themselves as more feminist.
Advertising is the most important
marketing strategy.
Veet is more familiar among people
compared to its competitors due to its high
advertising.
Campaigns trying to differentiate
themselves with their competitors.
 Strategies (Contd.)
Advertising Age estimated global
measured advertising expenditure of
$0.7bn in 2009,making Veet worlds #
24 advertiser.
Introducing changes in the product is
quite common.
Veet is set to even enter the male
grooming arena in UK.
 Price
60 gm @ Rs 68
25 gm @ Rs 37.
Premium pricing
– High quality – High cost
Target market
– Females (18-30)
Market segmentation
– SEC class A & B
– Area wise.
Segmentation

Upper class
Veet

Middle class

Lower class
 Product
Pack –60gm n 25gm
Soft-touch spatula
Packaging
– Directions
– Ingredients
– Pre-cautions
– Mfg. Date
Imported from France
 Place
Cosmetic channel

– Cosmetic outlet

– Veet Sales Representative (VSR)

 Promotion
Above the line (ATL) Communication
– Ads in key channels and magazines

Below the line (BTL) Communication

– Trade offers
– Consumer leaflets
– Word of mouth
 Motivation
Maslow’s need

Self-actualization

Ego

Social

Safety

Physiological
 Further plans/strategies

Re-launch 100 gm pack.

Needs in-depth Consumer Research
Focus on consumer insights more than
on retail strategy
 Further plans/strategies
(Cont.)
A more direct promotional approach
– Consumer leaflet
– Beauty parlor branding
– Shop facia
Create awareness about hair removal through
campaigns
Create a new copy of ad to educate the
audience about depilatory
Questions. . . ??
Thank You…