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 designing 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 premium 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 advertisement & 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 - Advertisement 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 - Advertisement 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 - Advertisement 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 - Advertisement communicating benefits of Amla
for nourishing and strengthening of hair and hence insisting
they should not be settling for anything less
Thank You!