Skin deep loyalty

Submitted by
K.N.Jakanathan Gopi Vigneshwaran Syed Mohammed faisan Senthil Kumar Arunagiri

Delaware India - Personal care

Delaware has a skincare brand Taru-all purpose cream, with Brand Equity. Now,Taru is losing its Brand Association in the skincare market. Delaware has tied up with Progg of Germany to launch premium Lara range products. Varun Krishnan – Commercial head of personal care division. Joydeep Rudra – Profit centre head of Delaware’s Skincare division.

Taru’s critical issues

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Taru fails to retain its Loyalty among consumers. Taru fails to offer new categories of product like rivalry companies, to fulfill the need of wide range of consumers. Taru has no clear proposition. Taru started to get stale, not only young consumers, old consumers also shifting to other new brands. Delaware lacks in investment in marketing on behalf of Taru.


A Brand is a promise. A name, term, sign, symbol, jingle, design, or a combination of these, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors. Consumers (customers) will feel, believe, recollect knowledge when they notice the brand name. It paves the way to strong relationship between individual and the company.

Company’s belief on Brand
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Brand will create loyal beliefs about the product. Branding will not increase the cost of sales. Routine consumers will be 100% loyal to the brand. It will make the habit of consuming their products. People will fall in love with brands. They will trust them, develop strong loyalties to them, buy them, and believe in their superiority. When loyalty drop off, company can reward the customers with exciting prizes and make them loyal. Brand will carry on from generation to generation.

Customer’s expectation from Brand

Customers are trying to find what they really want and they will be satisfied, if the product is from their favorite Brand. Customers will be satisfied if their Brand bring the products with all sorts of category. By experience customers feel that particular Brand can give assured quality product. For that they look for the guarantee from the company. Customers expect hygienic, traditional, instant and complacent products with aesthetic package exclusively from their favorite brand.

Consumer Behavior

Consumers look for variety and exclusive beneficial products with good quality. Loyalty is possible as long as a brand satisfies evolving needs. First of all, product should satisfy their needs, they seek for good brand among deluge brands. Consumers look for new enriched technology and easy handling products. Consumers go for comparatively low cost products with good quality. Customers are hardly conscious on brand value even though the product satisfy them for a long time. Consumers like to use preferably refill products.

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Consumers go for brand change to suit their own habits. Customers tend to buy the new products released by the Brand which already satisfying their needs. Customers first of all fix with the category and then to the Brand, if the brand fails to satisfy them, they move to equivalent brands or even to the low or high level brands to attain their need. People tend go for the products of particular brand if the products are consumed by majority of the contemporary status people. Consumer would not fix with a brand even though it gives complement for buying.

Rudra’s View

Rudra wanted taru to be replaced by lara to launch variety of skin care products It takes long time for the consumer to become loyal to a brand . Ex : Premium products coty,oriflame,revlon. It is necessary to focus on changing needs of the customer .The brand loses its customers ,if it fails to satisfy the unfulfilled need. Ex : colgate and taru. Colgate and taru failed to meet the new market.Its competitors close up and coty captured the new market .


Rewarding customers to retain loyalty and attract new customers to buy the brand. Ex : “collect five wrappers of Cadbury dairy milk and get cricket cap free”. Reward schemes increase the consumption of a brand and penetrates the market. Ex : “coca cola and Pepsi” 100% loyal customers always prefers to continue their brand. It depends whether the customer is loyal to brand or its category. Ex : “Marlboro gold and Benson & hedges cigarette”. Rudra’s view is to ensure brand loyalty to retain the solos consumers .

Krishnan’s View
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Krishnan feels that the tie up with Lara will decrease the brand loyalty of Tara. Loyalty is followed by inception and growth. consumers are keen to have a good incentive scheme for the brand. ex : Pepsi and coca cola. Consumers are loyal to certain packaging of brand . Ex : flora and sunflower oil. Krishnan's question is how to promote the brand after losing its loyalty

Company Strategy
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Variety is good for business. Ex. Moov Difference in purpose of product. Ex. Johnson&Johnson Change to current technology and economical level. Ex. Bajaj Create good promotion and showing the real intention of the product. Ex. NDTV- 24*7 Clear definition of the benefits. It will incorporate the product in the customers usage pattern. Ex. Apple Computers Company should attract all age group persons. Ex. Horlicks Foodles


Should be suitable for the old culture and to modern lifestyle of the people, to whom they are selling the products. Ex. Meera Winning competitors customers. Ex. Surf from Ariel (Increased volume) Company should go for both POP and POD strategies.Taru should show POP in its category level and POD in its quality level. POP – Points of parity. POD – Points of difference. Ex. Domino’s Pizza


Company should retain its old customers and at the same time they have to attract non-users. company can change the purpose, but not its quality. Company has to increase the quantum sole users and motivate the non-users to buy their products. Ex. Sachet shampoo According to consumer needs, modify the marketing and producing volume.
sales volume = No. of brand users ×usage rate per user


Company which is over coming the negatively correlated aspects, can ever attain market position, loyalty Low price Vs. High quality Advance Vs. Culture Ubiquitous Vs. exclusive Powerful Vs. Safe Strong Vs. Refined Taste Vs. Low Calorie Varied Vs. Simple

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Taru has to follow all strategies mentioned. Introduce the Lara range of products into the market and try to capture the market share targeting all kinds of consumers. Understanding consumers, requires use of sophistication in terms of both theories applied and methods used in the company. Understanding consumer behavior is a vital aspect of marketing. Marketers need to understand the role of involvement and habit, information processing and the concept of life values in consumer behavior as well as cultural determinants. Analyses in these areas will help to increase and retain the brand.

“A product is something made in a factory; a brand is something that is bought by the customer. A product can be copied by a competitor; a brand is unique. A product can be quickly outdated; a successful brand is timeless.”
–Stephen King, WPP Group, London

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