Dynamic youth desires which change very quickly

15-25 tend to follow same fragrance

21-30 word of mouth

factors of purchase
1. Reliability
2. Frequency of use
3. Popularity
4. Alcohol free nature but antiseptic
5. Longevity
6. Price
7. Allergic
8. Eco friendly
9. Multi functional use

MILD fragrance (MOST IMP) favored

1.Communication is most imp ingredient – heavy advertising is

essential to differentiate variants and build brand equity – story
based/ personality + Quirky videos
2.Association with youth preferred products
3.Packaging- shape
4.One mini free with regular + mini-pack
5.Scratch coupon
6.leaflets at the counter

Proxy-Brand loyalty
Build brand out of each variant
Lack of variant awareness
features of variant not aware
catchy slogan - youthful and energetic comprehensive
 Primary Research :43
Brand Loyal 23
0
Vasillating loyalty within
brand 12
Vasillating loyalty out of
brand 8
43

knowledge card