Ethnic Consumer

Consulting
Group 10
 5C Analysis
Company
- Fairness and Hair Oil manufacturing
company
Customer
- Category - Fairness creams
1. Middle Class valuing cooperation,
individualism & self esteem
2. Upper Class valuing work, innovation
and gifting trends
- Category - Hair Oil
1. Middle Class valuing cooperation,
individualism & self esteem
2. Upper Class valuing conservatism,
power distance & utilitarianism
Competition
- Category - Fairness creams
1. HUL, 2. CavinKare
- Category - Hair Oil
1. Marico, 2. Dabur, 3. Bajaj
Collaborators
- Distributors, Retailers
- Consultants
- Brand ambassadors
Context
- Indian demographics and values
- Diversity of cultures and lifestyles
- Diverse range of products, brands and prices
- Spending power of consumers increased
- Increasing importance of personal grooming
Decision Problem:
How brands in fairness cream & hair oil market can
differentiate themselves using value unique to Indian
context ?

Alternatives:
Offering values seeked by consumers
Offering unique values as compared to competitors
Offering combination of both
 Evaluation of Alternatives
Factors Offering values seeked Offering unique values Offering combination of
by consumers as compared to both
competitors

Improve Profitability High Medium High

Increase sales Medium Medium High

Customer Satisfaction High Medium High

Brand Image High Low High

Resource and Medium Medium Low

Capabilities

*Low- Less Favourable, High- Highly Favourable

 Recommendation
● The brands in fairness cream and hair oil should offer values
seeked by customers
● According to questionnaire results, customers value self-esteem,
respect for work, innovativeness, and gift trends in the fairness
cream category
● On the other hand, customer values, conservatism, Utilitarianism,
individualism and self-esteem in the hair oil category
● Companies need to strengthen their value network by providing
consumers with what they value the most
● The brands should develop strong relations with customers by
creating emotion-based ads
● The companies should work on market expansion by diversifying
products and exploring new market segments
 Action plan to handle negatives
Action plan to handle negatives due to not offering unique values as compared to
competitors:
○ Least Differentiation: As we are using values that customers seek, it will
help in increasing sales and expanding the brands market. Additionally, the
customer will be able to connect more to the brand.
○ Maintain agility: As customer needs change from time to time, geography
to geography and culture to culture.
Thank You