Ethnic Consumers Consulting Case Study 6m1q5m

Case Analysis Ethnic Consumer Consulting Consumer Behaviour Presented By:Harsh Vyas- 212011 Kavita Kharayat- 212016 Rajdeep Roy Chowdhury- 212025 Rishab Mehta- 212028

Introduction • Identify existing cultural values in India pertaining to fairness creams and hair oils category, and how these attributes have been taken into consideration in deg solutions to influence the consumers

Problem Statement • What are the different Cultural Values prevailing in India? • How brand differentiate themselves on the basis of different cultural Values?

Indian Context- Issues • • • • •

Management of marketing mix elements Understanding the diversity of cultures Development of appropriate product lines Localizing global communication Understanding the consumer psyche in a changing environment

Issues in Fairness Creams & Hair Oils Categories • Fairness Creams: ▫ Population had a natural bias towards lighter skin, but fairness alone would not be the driving force for sales in near future ▫ Growing fairness cream usage among men ▫ Penetration and consumption remains a challenge

• Hair Oils: ▫ In 2010, hair oil category was reaching saturation, competition from foreign conditioners ▫ Hair oil brands could not charge a price based on traditional attributes

Decision Criteria • Two Categories – Hair oil and Facial cream • Industry analysis on list of 32 core Indian values  Self esteem  Individualism  Conservatism  Innovativeness  Respect for work etc..

• Five-point Likert scale

Continued… • • • •

Middle and upper socio economic classes Stratified sampling Developed perpetual map of available brands Coefficient of variation  Variation as a percentage of the mean

• Analysis of ment & communication

Consumer Attitude & Culture Difference

Fair & Lovely

Brand Synergy with Cultural Values

Solution - Fair & Lovely • • • • • • • •

Culture Value - Self esteem, Confidence, Individualism Segmentation - Middle class in rural and urban Target - Women Positioning - Fair skin get you noticed and achieve success Product - Multivitamin, Ayurvedic, Antimarks, Menzactive Price - 9gr sachet to 80 gram tubes Place - Rural and Urban India Promotion - ment instigates negative emotion in order to magnify the victory or positive emotion as an outcome of using the product even more

Solution – Fairever • • • • • • • •

Culture Value - Self esteem, Confidence, Individualism Segmentation - Middle class in rural and urban Target – Young women Positioning – How beauty induces confidence in a women Product – Base variant, Fruit variant Price Place – Predominantly in South India Promotion - ment communicating women's confidence to do things without dwelling on the negative elements of being dark complexioned unlike it competitors

Parachute

Solution – Parachute • Culture Value - Self esteem, Individualism , Utilitarianism, Brand • Segmentation – All income segment in Rural and Urban • Target – Youth predominantly women • Positioning – Nourishment , Purity • Product – Advanced coconut and jasmine ; Shampoo & Gel • Price – Rs 1 pouch pack , Rs 5 20 ml • Place – Both urban and rural market • Promotion - ment communicating functional element like nourishment and emotional element real beauty

Solution – Dabur Amla • Culture Value - Self esteem, Individualism, Utilitarianism, Brand • Segmentation – All income segments in Rural and Urban • Target – Predominantly women • Positioning – Nourishment, enriching & strengthening of hair • Product – Dabur Amla, Vakita for higher income group • Price – Rs 1 sachets to bottle • Place – Both urban and rural • Promotion - ment communicating benefits of Amla for nourishing and strengthening of hair and hence insisting they should not be settling for anything less