Squeeze Spread Remove

Rinse So smooth!

NO ALLERGIES, NO MESS, BUT FEMININE FEEL, & SILKY

SMOOTHNESS THAT LASTS
 Group Members

Tanvir Bin Anwar Roll no . 02

Nafiseh Fakori Roll no . 21
Tanvira Choudhury Roll no . 39
Imranul Haque Roll no . 47

Group No #07
 Contents
Introduction
5 P’s of Veet
External Factors
Internal Factors
Self concept & Lifestyle
Recommendation
Take-aways
 Hair Removal
Types of Hair Removal
– Wax
– Epilator
– Cream
– Shave
– Spray

Products generally targeted for women

 Veet
World’s No. 1 in depilatories

Reckitt Benckiser

Launched in 2003
 Introduction
Huge market for depilatory

Competitors in the market

– Nair
– Fem
– Anne French

Sources- transit
 Product
Pack – 100 gm
Soft-touch spatula
Packaging
– Directions
– Ingredients
– Pre-cautions
– Mfg. Date
Imported from France
 Price
100 gm @ 145 taka

Premium pricing
– High quality – High cost
– Target market – Affluent
 Place
Cosmetic channel

– Cosmetic outlet 1100 in Dhaka

– Veet Sales Representative (VSR) Dhaka

and Chittagong
 Promotion
Above the line (ATL) Communication
– Ads in key channels and magazines

Below the line (BTL) Communication

– Trade offers
– Wobblers
– Point of sales
– Consumer leaflets
– Word of mouth
 Display Units

wobblers

Modern Trade General Stores POS (POINT OF SALE)

Cosmetics Material for outlets
 People
Target market
– Females (18-30)

Market segmentation
– SEC class A & B
– Area wise
 People

Upper class
Veet

Middle class

Lower class
 Strategy Change
Existing strategy
– 10 - 12k /month
– Market leader
New strategy
– Removal of 100 gm pack
– Economy pack: 60 gm
– Source: India
– Promotion: Ads
Commercial break
 Post launch Scenario

Sales (in thousand) 20

15

10

0
pre- sept oct nov dec
launch
 Consumers’ Voice
Findings from survey –
“Cheap and easy to use”
Katrina Kaif – “her legs
look waxed”
“Don’t like Indian products”
“Indian products are not safe”
“Should suit all skin types”
 Conceptual Model
Decision Process
External Decision Process
ExternalInfluences
Influences
Situations
Culture Situations
Culture
Reference Groups Problem Recognition
Reference Groups Problem Recognition
Gender
Gender

Information search
Information search
Self-concept
Self-concept Needs
and
and Alternative Evaluation
Desires Alternative Evaluation
Lifestyle
Lifestyle and Situation
and Situation

Internal
InternalInfluences
Influences Outlet Selection
Outlet Selection
and Purchase
Perception and Purchase
Perception
Learning
Learning
Memory
Memory Post purchase
Motives Post purchase
Motives Processes
Personality Processes
Personality
 External Factors
Cultural and cross-cultural factors

Gender

Group influence
 Cultural Factors
Language
– Package, Advertisement

Values
– Other oriented

Non-verbal communication
– Symbols
– Actions
 Gender
Females only?
Gender identity
Gender orientation
– Traditional
– Modern
Current trend
– Career women
 Group Influence
Group – Family and Friends
Reference group – Social-elites, Celebrities
Degree of influence

Necessity Non necessity

Visible

Private
 Internal Factors
Perception
Learning
Memory
Branding
Motivation
Personality
 Perception
Exposure
– Display units, POS in general stores,
cosmetic stores etc.
Attention
– Appropriate speed
– No information overload
– Necessary – over 80% survey response
 Perception (Cont.)
Interpretation
– Indian – poor quality
– Images – smooth, gorgeous
Marketing
– Banners – Shopping malls
– Package – British skin foundation,
precautions, directions
 Smoothness,
Perceptual Mapping
long lasting
•Waxing
•Epilator

•Nair
•Razor
Cheap, Expensive,
fast time consuming
•Fem

Less smooth,
less lasting
 Learning
Characteristics
– Product existence
– Performance
– Availability
– Values
Two modes of learning
– Classical conditioning
– Vicarious learning model
 Memory
Maintenance rehearsal
– “Smoother for longer”
– 71 % respondents remembered the Ad

Schematic memory
 Red

Schematic Memory
Red
Tender
Tender Appealing
Appealing

Sensual
Sensual Uniqueness
Uniqueness
Sexy
Sexy Smooth
Smooth Softness
Softness
Gorgeous Time
Time
Katrina
KatrinaKaif
Kaif
Gorgeous
Ease
Ease
Silky
Silky
Model
Model Veet
Veet Convenience
Convenience

Elegance
Elegance
Confidence
Confidence Availability
Availability
Beauty
Beauty
Power
Power
Grace
Grace
Affiliation
Affiliation

Noticeability
Noticeability Achiever
Achiever
 Branding
Core values
– The Hair Removal Experts
– Ultimate smoothness
– Ready for life

Personality
– Caring
– Confidently feminine
 Motivation
Maslow’s need

Self-actualization

Ego

Social

Safety

Physiological
 Personality
Similar situations – Different response

Catell’s Individual Personality Theory

– Source trait: e.g. Hygienic
– Surface trait: e.g. Cleanliness products
 Self concept & Lifestyle
Self-concept
– Ideal self
– Private self

Lifestyle
– Past experience
– Innate characteristics
– Current situation
 Recommendation
Re-launch 100 gm pack from France
Introduce sachet from Pakistan
Needs in-depth Consumer Research
Focus on consumer insights more than
on retail strategy
 Recommendation (Cont.)
A more direct promotional approach
– Consumer leaflet
– Beauty parlor branding
– Shop facia
Create awareness about hair removal through
campaigns
Create a new copy of ad to educate the
audience about depilatory
 Take-aways
Veet is No.1 among Depilatories

The concept of using hair removal products is

yet not too familiar

Bangladesh is a growing market

Veet’s comparative edge is smoothness

 Take-aways (cont.)

Majority Veet users use it on the occasional

basis

Veet is considered to be a public luxury

Veet is cheaper and more convenient than

waxing
Thank You