ETHNIC CONSUMERS

CONSULTING
Group 8
Group No. 8
Kajol Sood
Lakshay
Manjeera Anand
Parvathy Madhu
Reshma
Ruchi Jangid
Snehashis Khan
Sumit Kumar Raut
 5C ANALYSIS
Company: A company that manufactured hair oils and fairness cream

Customers: Fairness Cream: fairness, exfoliation, nourishment and freshness

Hair Oil: individuals who desired nourishment, strengthening and revitalization of hair

Competition: Fairness Cream Market: Fair & Lovely by HUL, Fairever by CavinKare

Hair Oil Market: Parachute, Dabur Amla Oil, Bajaj Almond

Collaborators: Advertising Agencies, Ethnic Consulting Firm

Context: A. Economic: Increase in the spending power of consumers as the economy grew

B. Social: Change in the fundamental values of conservatism and risk avoidance which were

replaced by openness to experiment

 Decision Problem
Should the company differentiate brands using values that are unique to the Indian context

Alternatives:

1) Position the brands based on gaps between the values identified in the study
conducted and the values shown in competitor ads.

2) Position the brands based on the old values personified by competitors.

 Evaluation of Alternatives
Fairness Cream:
● Values identified in study:Respect for work,Innovativeness, Gifting trends,Cooperation,Self esteem,Individualism
● Competitor Ad:F&L -Self Esteem, Achievement,Ambition;Fairever-Self Confidence,Family orientation,more product features

Hair Oil:
● Values identified in study: Utilitarian, Power Distance and Conservatism, Respect for work, Self Esteem, Individualism
● Competitor Ad: Parachute- Celebrity Endorsement,Innovativeness ; Dabur Amla: Self Esteem, Celebrity Orientation, Co-operation

Fairness Cream Hair Oil

Alternative 1 The Indian Customers are becoming more indulgent, values New emerging market has more focus on individualism and
associated with youth are changing. career growth. Selling a product offering psychological
For the middle class, the values identified are similar to the ones benefits would attract this segment
shown in ads. But for higher class, the values identified are
different.
Higher class can be targeted with the new values.

Alternative 2 A mature market with core values selling huge volumes. Mature, highly fragmented market. Selling both for utilitarian
Same core values(since they are already tested) can be shown in and hedonic customers
a different ritual setting to create differentiation.
High competition in middle class segment(F&L has majority market
share)
 Recommended Action
Position the brands based on gaps between the values identified in the study
conducted and the values shown in competitor ads

Fairness Creams: A brand of fairness cream can be advertised focusing on the upper
class segment in an office setting(respect for work) with a value proposition of its
innovativeness

Hair Oil: A brand of hair oil can be advertised focusing on the middle class segment
and youth who is career driven and confident
Action Plan
Since these values have not been explored by the existing companies, the new positioning
might not be accepted by the older customer segments.

We will not be able to capture the market of other competitors, habitual consumers; a huge
chunk of market might be lost.

But the new emerging segment can make up for the lost share. Also it is easier to build
brand loyalty from the young stage with more affluent customers.

Going for utilitarianism valued by upper class would not satisfy the hedonic segment for hair
oil. Hence going forth with middle class would suit the needs of emerging market more