Brand Awareness

Opportunities As Derma Co is ECEB, it makes more sense

Visionary High Royal for it to go for increasing penetration as:
Being an emerging category, emerging brand
(ECEB), Derma Co. has two opportunities. Positives:
1. It will be a cheaper alternative.
2. Being an emerging category, it is
1. Increasing Penetration
more important to focus on
Low High - Increase the overall market size and category penetration rather than
take share from the increased competing with existing brands
Category Awareness category penetration.

2. Taking Share from Competitors Negatives

- Compete for the same benefits and
1. As currently Minimalist is market
take share from other existing leader, it is possible that efforts
competitors made by Derma Co. to increase
Low category share might bring more
Ropewalker Party Pooper Founding Year
users to Minimalist, rather than
Minimalist - 2020
Derma Co - 2020
Derma Co.
Even though all brands were founded in the same year, the Deconstruct - 2020
revenue for 2021 for the three brands differ by a great margin.

While deconstruct had revenue of 35 crores, the derma co had Get Who? Get them to do what? In place of what?
revenue of 100 crore and minimalist had revenue of 150 crore.
25-35 years old women Use Serum Cream, facewash, soap, facegel

Ad Ideas -
1. You need a treatment, and not a beauty product.
Our product provides dedicated treatment which is science based.
2. As inferred from our survey, women prefer products which are recommended from their friends & family, we can create an advertisement where elder sister
recommends Derma Co. to younger sister.
This will create a sense of friends & family to the viewer.
3. Live a makeup, filter free life.
Segmentation basis Segmentation

Based on gender(age) Female(25-35 years )

Based on usage The traditional : influenced by media in making purchases | takes into account their financial situation.
New entrant : starts wearing makeup as an adult | shows increased interest in these items before finally experimenting with them | unlikely that he or
she will have a strong, personal enthusiasm for the sector.
Beauty addicted : spends a significant amount of time reading blogs and tutorials | learn the newest information, and hurries to purchase the newest
products regardless of genuine needs.
Expert : Because of his or her occupation or intense interest for the field, will make decisions about what to buy independently and without being
swayed by others' ideas.

Based on behaviour Perfectionist : High quality conscious | They shop very cautiously
Brand Conscious : Price equals quality consumers | prefers products coming froma well known stores
Novelty fashion conscious : Like to seek products which give them pleasure and enthusiasm . | they are usually less price sensitive
Recreational hedonistic conscious : shop for fun and leisure
Price conscious : best value for their money spent
impulsive/careless buyer : unworried about their expenses
Confused : confused about the choices of products and stores
Habitual / brand loyal : always buy the same brand.

Based on Benefits sought Fresh Look: Glowing skin | Even tone

To Look glamorous :Skin whitening | waterproof
Healthy Skin : UV protection | To avoid acne problem | Hygiene | Moisturize skin | Anti-wrinkle | treatment | hypoallergenic

By product type : Serums | Creams | Powder

Based on type of skin perceived Normal skin | Combination skin | Sensitive skin | Dry skin | Oily skin

Relationship of women towards beauty
Minimalist women : i don't have time or the will to work on my appearance
Just smart women :i do the minimum to be presentable
Natural women: i like to use beauty products but want to appear as natural as possible .
Sensual women : i want my skin be soft , hair silky , perfumes etc
Young women : it's important for me to be attractive , it shows that im young
Beauty women : you can't be women if your not at the top of your beauty
Discussion guide :
General :
● How your daily routine looks like, weekday and weekends ?
● Do you have any health issues ?
● What is your employment status, if yes how it average day looks like ?
● What type of gadgets do you use ?
● What are your food consumption habits ?
● How do you perceive beauty?
● What comes to your mind when i say skin care?
Leading Questions :
● Have you ever visited a dermatologist ? reasons ?
● How do you perceive beauty products?
● Which beauty product brands can you recall?
● Which ones are the top brands according to you?
● Why do you think these brands are best?
● Do you follow any skincare routine ?
● Any beauty brands you would not prefer?
● Why would you not prefer mentioned brands?
● Do you use any beauty products? If yes, Which beauty products do you use?
● How often do you use these products ?
● Why do you prefer these brands?
● Are you active on social media?
● Which social media platforms do you use most often?
● Do you follow any influencers over these social media platforms?
● Do you follow any beauty advice from these influencers?
Findings and Analysis (In-depth interviews ) :

Functional benefits : Spots and rashes are removed | spots fades after regular usage | skin whitening | Easy to apply | acne removal
Skin care Routine :(Daily:Moisturization cream/lotion | cleansing lotion )
Dry skin : scrub , face masks , face wash
Makeup : kajal and lipstick
Price is not a issues , quality is the priority
Brands:(majorly: Lakme| Loreal | Olay | Himalayan | Neutrogena | Biotique)(starting to use: Sugar cosmetics , mamaearth colorban ) .
Why these brands : product line are goods , long time in the market ,trusted(important )
Not preferring brands : colorquine : no trust , better options available
Own brands usage : scrub :oriflame, mcaffine biotique,cetaphil
lotion : nivea, lakme ,biotique,mamaearth, olay , vaseline | others not fixed . (mamaearth & sugar cosmetics were once used for
shampoo)
Daily routine/issues : college and job , hectic works hours leading to dark circles , leads to dry skins,sweats over later half of the day,
masks obstructs skin breathing .
Why these brand : trust : long term effects are visible, trust are a major component while purchase decision making, users generally
gets influenced by their close relatives and friends who have used ascertain kind of product in the past as females dont like to
experience on their skins as side effects can hazardous.
Active on social media : yes : platforms : instagram,whatsapp,facebook & snapchat
Influencers :not much girls were influenced by online influencers when it comes to skin care routines.

Analysis : It is found that the majority of girls use only those products, which have proven results over long terms usage. faster
results didn't come as more highlighted requirements for them. for them, the quality (results) is more important than price, when
making a purchasing decision. It is found that they are less influenced by the online influencers, rather they take suggestions from
their elder sister, mother, or friends when it comes to skincare routine as they think not all products suit their skin, so they don't
prefer experimenting with new products on their skin as due to their cautious nature with respect to their skin.
Need States Keep skin healthy
Even toned skin
Natural beauty (Skin glow)

Demand Occasion Frequent Acne

Resilient spots (after skin diseases - Chicken Pox, Insect bites etc)
Hot and Humid environment (Summers, Rain)
Coming Festivals, Family events (want to look good)

Psychographics Trust
Good Quality
Perceived as gives proven results
Makes me feel beautiful

Influencer Sister, Friends, Mother | few: online influencers

Reasons for use Dry skin, Acne, Spots

Generally used product categories Scrub, Lotion, Face mask, Face wash,
Makeup: Kajal, lipstick

Other points of interest Price is not an issue

Good product line
Established in market