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  • Ethnic Consumers Consulting: Group #3

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    Danny Christian
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    Group 3's consulting project focuses on positioning brands for an Indian client in the fairness cream and hair oil categories. They identified key values to differentiate the client's brands, including individualism and innovativeness for fairness cream and achievement seeking, respect for work, and respect for age for hair oil. The group will initially focus on repositioning the fairness cream brand in a specific region of India using advertisements highlighting the selected values. They will evaluate the results and potentially expand the new positioning nationwide, then apply the same process to the hair oil brand. The action plan also addresses risks around selecting the wrong values or values being incorrectly perceived.

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    Case 3

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    C3_7-CasePPT

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    Group 3's consulting project focuses on positioning brands for an Indian client in the fairness cream and hair oil categories. They identified key values to differentiate the client's brands, including individualism and innovativeness for fairness cream and achievement seeking, respect for work, and respect for age for hair oil. The group will initially focus on repositioning the fairness cream brand in a specific region of India using advertisements highlighting the selected values. They will evaluate the results and potentially expand the new positioning nationwide, then apply the same process to the hair oil brand. The action plan also addresses risks around selecting the wrong values or values being incorrectly perceived.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
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    Download as pptx, pdf, or txt
    42 views8 pages

    Ethnic Consumers Consulting: Group #3

    Uploaded by

    Danny Christian
    Group 3's consulting project focuses on positioning brands for an Indian client in the fairness cream and hair oil categories. They identified key values to differentiate the client's brands, including individualism and innovativeness for fairness cream and achievement seeking, respect for work, and respect for age for hair oil. The group will initially focus on repositioning the fairness cream brand in a specific region of India using advertisements highlighting the selected values. They will evaluate the results and potentially expand the new positioning nationwide, then apply the same process to the hair oil brand. The action plan also addresses risks around selecting the wrong values or values being incorrectly perceived.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    of 8

    Group #3

    •Aditya Chavan
    Ethnic •Mihir Parmar
    Consumers •Shiwangee

    Consulting •Umang Ravani


    •Vibhor Bhaise
    •Vishul Choudhary
    1. Company
    • Rajasthan – G : Catering to Indian
    markets
    5. Context • Products: Hair Oil and Fairness Creams 2. Customers
    Rising income of consumers, increase • Targeted Segment: Middle Fairness Cream:
    affordability of products • First Prospective Client of Ethnic • Bias for lighter skin tone; increasing
    Fairness Cream: Consumers Consulting interest in men
    • Expected CAGR- 17% • Demand for feature - exfoliation,
    • Multiple lines catering to varying demand nourishment, and freshness
    Hair oil: Hair Oil:
    • Reaching saturation in 2010; foreign • Hair oil used fo leave-on conditioning
    competition • Nourishment, strengthening, revitalizing of
    • Increased accessibility – huge organized
    1
    hair
    sector; multiple product categories • Rural customer moving to branded products
    5 2
    5C
    4. Collaborators 4 3 3. Competitors
    • Fairness creams: HUL (Fair & lovely)
    Suppliers, Distribution Channels, Ethnic
    Consulting Company, Celebrities (Brand CavinCare (FairEver)
    • Hair Oil: Marico (Parachute), Dabur Amla,
    Ambassadors)
    Bajaj Almond, Nihar Amla, Hair and Care
    Decision
    Decision • Differentiating and positioning
    brands using values unique to
    Problem,
    Problem Indian Context Alternatives,
    Framework

    • Multiple Values Possible to be


    Alternatives Targetted

    Framework to • Gap and impact


    Evaluate analysis
    Alternatives
    Evaluation of Criteria
    • Cooperation
    • Power distance
    • Achievement seeking Fair & Lovely: • Cooperation
    • Respect for Age • Society through • Power distance
    • Self Esteem conformity FairEver: • Respect for Age
    • Innovativeness • Success and • Success • Innovativeness
    • Gifting Trends Growth • Confidence • Gifting Trends • Individualism
    • Individualism • Confidence • Equality • Individualism • Innovativeness

    7+ Dominant Competitor’s Value Gaps Values


    Factor Values Reflection Identified Targeted
    • Power distance Marico: Dabur Amla: • Cooperation • Achievement
    • Family bonding • Youth appealing • Success • Power distance Seeking
    • Achievement Seeking • Celebrity • Confidence • Achievement seeking • Respect for Work
    • Respect for Age association • Celebrity • Respect for Age • Respect for Age
    • Respect for work • Real beauty • Happiness • Self Esteem
    • Self Esteem • Tradition • Innovativeness
    • Innovativeness • Gifting Trends
    • Individualism • Individualism
    Recommended Action
    • Values selected for our positioning:
    • Fairness Cream:
    • Individualism
    • Innovativeness
    • Hair Oil
    • Achievement Seeking
    • Respect for Work
    • Respect for Age
    • Initially focus on the positioning of fairness cream brand
    • Use the values stated above to create advertisements and promotions
    • Focus on a specific region; post success, scale up to pan India
    • Post successful repositioning – implement same process for Hair Oil
    brand
    Action Plan to handle negatives arising out of
    non-selection of other Alternatives
    Risk 1: Selection of wrong values:
    • Only a particular region selected
    • Experiment with other areas and other values

    Risk 2: Values Incorrectly perceived by customer


    • Plan the promotional activities correctly
    • Feedbacks, surveys, FGD of brand image
    • Incorporate the changes after feedback

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