1. Chitty Chitty Bang Bang, FMS
Team Chitty Chitty Bang Bang
Faculty of Management Studies, Delhi
Badal Choudhary
Nikhil Dubey
Sawedana Shirsat
Sukesh Gain

2. Agenda
Case Overview: Personal Care Market
ITC’s trajectory in the Personal Care Category
Research Methodology: Primary & Secondary
Roadmap of Few Successful Personal Care Brands &
Need Gap Analysis
Brand Identity Prism and Brand Equity Analysis
Recommendations based on Market & consumer
analysis
Brand Resonance Model
Communication strategy
Mind Map for Brand Vivel extensions
Chitty Chitty Bang Bang, FMS

3. •Market valued at INR 224 bn in 2009, estimated
to grow at 19% CAGR
•Market: categorised as body care, facial care,
hand care, bath shower, deodorants, de-pilators,
hair care, oral care, sun care & men’s range
Market
Drivers
&
Challen
ges
Challenges for Brand
Vivel:
•Which categories to
expand into?
•Consumer need
identification & POD
designing?
•Branding strategy?
•Market entry strategy?
Trends
•Entry of international players
•Constant innovation & focus on
branding
•Price war amongst peer players to
attract the consumer
•Brands are moving up the value ladder
Competitors
The market is competitive with large
influx from foreign players
The domestic players include HUL, P&G,
Cavin care, Dabur, Emami, Godrejetc.
Case Overview: Personal Care Market
Drivers:
•Increase in
disposable income
•Adoption of
western styles
•Inc. in awareness
of personal image
•Growth of retail
ITC’s trajectory in the Personal Care Category
Expansion Strategy??

4. Personal Care Market Study
Industry Rs Mn(till
mid 2011)
Comment 2010 2011 2012 2013 2014 2015 CAGR (%)
Body Care 4104 Competitive –Direct Stretch 3812.6 4033.6 4376.1 4711.1 5048.4 5384.7 7.15
Facial Care 36792 Competitive –Direct Stretch 36755.9 41120.4 45760.4 50488.9 55275.3 60044.7 10.31
Facial Cleansers 5855 Medium Competition-Direct Stretch 5839.3 6723.6 7758.0 8844.0 9997.1 11205.0 13.92
Moisturizers/Anti-
Agers
1620 Highly Competitive –Direct Stretch 1,505.3 1,843.5 2,250.5 2,719.0 3,260.5 3,880.5 20.85
Men care 1860.3 Unrelated-Does not go with the current positioning of Vivel as a soft, gentle brand (see Brand Identity Prism)
Bath and Shower 104904 Highly Competitive-Direct Stretch 105000 109000 112000 118000 123000 127000 ~4
Deodorants 7920 Highly Competitive-Indirect Stretch 7821.0 9878.3 12026.5 14042.1 15983.0 17795.5 17.87
Roll-Ons Deo 112 Less Competitive-Indirect Stretch 108.6 115.2 123.2 132.3 142.9 155.0 7.37
Depilatories 4032 Highly Competitive-Indirect Stretch 4042.3 4836.3 5817.8 6924.1 8152.4 9518.2 18.68
Hair Care 79920 Highly Competitive –Direct Stretch 100308 120370 14400 17300 208000 249600 20
Source: Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources
Consumer Preferences – Primary Research

5. Research
Problem identification
Market Segmentation
Product Recommendations
Need gap
identification
Core Segment
Leakage Segment
Research Methodology: Primary & Secondary
Secondary, Primary,
Focus group
Market analysis
& Benchmarking
Primary research:
•Online questionnaires(Delhi, Mumbai &
Bangalore)
•PIs & FGDs(Delhi)
•67 women (age group 15-34 years)
(54 in 18-30 yrs, 5 in 15-17 yrs 7& 8 in 31-34yrs )
•30 men in age group 18-30
•3 FGDs (6 people in each)
•Sample: Mix of college going students, young
working professionals(married and single)
Chitty Chitty Bang Bang, FMS
Basis for Segmentation: Age, Gender & Psychological Behavior
Core target segment
18 – 30 years of age
Highest usage of personal care products
Two leakage segments
•15 – 18 year olds
Just started using Personal Care products
Wish to look like their slightly elder counterparts
•31 – 35 year olds
Still high on usage of Personal Care products
Wish to look like they did in their 20s

6. Dove Soaps Body Wash
& Gels
Shampoo &
Conditioners
Initially into beauty soaps
USP - 1/4th moisturizing
cream
Direct Stretch - into
body wash and gels
In-Direct Stretch - into hair
wash – shampoos and
conditioner
Consistent USP:
1/4th
Moisturising
cream
Ponds Cold Creams Body Lotions Face Wash
Initially into face cold
creams USP - soft skin
Direct Extension - into
body /skin care category
through body lotions
Extension - into face washesConsistent USP:
Soft Skin
Chitty Chitty Bang Bang, FMS
Roadmap of Few Successful Personal Care Brands & Need Gap Analysis
0
2
4
6
Awarenes
s
Fragrance
Variety
Connecti
on with
brand…
Advertise
ments
Confidenc
e in the
brand
Value for
Money
Dove
Lux
Godrej No.1
Vivel Soaps
0
2
4
6
Awar
eness
Fragra
nce
Variet
y
Conn
ection
with…
Adver
tisem
ents
Confi
dence
in…
Value
for
Mo…
Clear
Head &
Shoulders
Sunsilk
Dove
Garnier
Vivel Soaps Vivel Shampoos
Soap Category:
•Dove preferred soap brand.
Value For Money
•Lux highest on fragrance
Shampoo category:
•Dove high on fragrance
women preferred softer, gentler
smell in shampoos.
•Sunsilk preferred because of
customized variants.

7. Personality
Self Image
Confident
Independent
Progressive
Beautiful
Culture
Reflection
Relationship
Empowering, Inspiring
Sophisticated
Urban
Indian, down to
Earth,
Aspirational
Brand Identity Prism
Data obtained from Consumer Research
Brand
Vivel
Loyalty
Perception
Awareness
Association
Brand Equity
Attitudinal : MOD
Behavioural : LOW
Purchase : MOD
Soaps: HIGH
Shampoo : MOD
•Soft and Gentle
•Young and Fresh
Personality, Culture & Self Image is internal identity
Physique
Soft Colours
Packaging
Physique, Relationship and the Reflection is an
external identity
Premium imagery
Value for Money
Physical & emotional
beauty
Scope For Improvement
Brand Awareness for Vivel Shampoos
Increase in Attitudinal Loyalty for VivelNeed to Improve synergies between Internal
and External Identities to increase Perception and
Association

8. Mind Map for Brand Vivel extensions
Transformation map of Vivel from a soap/shampoo brand to a beauty brand which provides “Complete Skincare Experience”

9. Recommendations based on Market & Consumer Analysis
“Beauty” regime is divided into Pre-bathing, during bathing & Post bathing activities
Vivel soap variants with fragrance matching our TG (soft & gentle) and natural extracts
such as Lavender, aqua etc
Beauty
Regime
Pre bathing
During
bathing
Post bathing
Recommendation Target Group
Description
Consumer Needs
addressed
POD Positioning Market Entry
Strategies
Relevance
Aqua Young, energetic, have
a busy lifestyle, yet are
gentle and soft inside.
Ready to experiment in
life.
Softer fragrances
according to their
personalities
Sea minerals A beautiful,
soft and
glowing skin
which gives
you the
confidence to
face theworld
Priced similar to
current Vivel soaps.
Penetration in
existing markets.
Presence in all GT
& MT outlets
Lavender Lavender extracts
Almonds Goodness of almond oil
Pure No harsh chemicals
Local ingredients
(saffron, gram flour)
Tried & tested ingredients
Vivel shower gels: Highly competitive & direct stretch market.
Recommendation Target Group Description Consumer Needs
addressed
POD Positioning Market Entry
Strategies
Relevance
Vivel Shower gels
(variants
corresponding to
highest selling
soap variant)
Women who aspire to
upgrade their personal
care habits but are
sceptical mainly because
of the price.
1. An up gradation in
bathing habits at a
reasonable price (since
most shower gels are
priced 75 Rs upwards)
2. Exfoliation & Body
wash
Exfoliation of
dirt and oil from
skin
A beautiful, soft
and glowing skin
which gives you
the confidence to
face the world
Priced lesser than
Fiama shower gels.
Penetration in
metros. Presence
in bigger GT outlets
& MT outlets.
Vivel Repair Solutions: Sunsilk was preferred because of customization of variants for each type of hair. Fragrance should be mild & gentle
Recommendation Target Group
Description
Consumer Needs
addressed
POD Positioning Market Entry Strategies Relevance
Vivel Repair
solutions for
dyed/dry/
damaged/rough hair
Working women,
stressful work life (call
centres) with
dry/damaged/dyed hair
Vivel for
dry/damaged/dyed hair
to provide a complete
repair solution
No harsh
chemicals.
Milk/natural/prot
ein extracts
Compliment
glowing skin
with silky
and strong
hair
Priced similar to Sunsilk
Target Metros. Chemists,
salons, bigger GT and MT
outlets.

10. Face Wash: 95% users wash their faces before application of any creamface wash is complimentary bundling to a beauty cream &
precedes its application. Fragrance should be mild. Words that have been associated with face washing activity are “cleaning”, “refreshing”.
Recommendation Target Group Description Consumer Needs
addressed
POD Positioning Market Entry Strategies Relevance
Vivel Active Face
Wash
Young, energetic, have a
busy lifestyle, yet are
gentle and soft inside.
Ready to experiment in life.
Women prefer using
face washes on their
face instead of soap for
“soft skin”, “lasting
glow” and “fairness”.
Whitening and
softening agents
with a lasting glow.
A beautiful, Soft
and glowing skin
which gives you
the confidence to
face the world
Benchmark on Lakme
w.r.t price and
distribution
Vivel Body Care: Whitening Moisturiser with SPF(for smooth texture & colour of skin). Complimentary post bathing
product in harmony with during bathing activity product soap. Variants to suit different skin types launched later on.
Recommendation Target Group Description Consumer Needs
addressed
POD Positioning Market Entry Strategies Relevance
Vivel Body Care
with whitening
moisturizers+SPF
Young, energetic, have a
busy lifestyle, yet are gentle
and soft inside. Ready to
experiment in life.
Logical extension after
face wash. Moisturizing
body is part of daily skin
care routine
Whitening
moisturizer+SPF
gives lasting
smooth & glowing
effect
Soft and glowing
skin which gives you
the confidence to
face the world
Benchmark w.r.t.
Vaseline for price and
distribution
Post Bathing
•Vivel Anti-Ageing cream:
•Further the proposition of smooth skin by keeping skin wrinkle free in middle aged women.
•Can be portrayed as a brand that preserves beauty. Competitors such as Olay, Garnier, Neutrogena are high priced (Rs 300 onwards).
•Create unique positioning through its price.
Recommendation Target Group
Description
Consumer Needs
addressed
POD Positioning Market Entry Strategies Relevance
Vivel Anti-Ageing progressive middle
aged women
(through Brand
identity prism)
Soft, wrinkle free
skin at an affordable
price.
Reduces wrinkles &
pigmentation at
affordable price.
Soft and glowing
skin even in your
30s.
Priced lesser than
competitors.Distribution at all
chemist,GT,MT outlets

11. Hair removal:
•Our surveys have revealed that major activity that instils confidence in a woman is waxed hairless skin.
• We have also found that Vivel is recognized as a brand that takes care of needs of a woman during & post
bathing & hence to become complete beauty brand there is need to enter pre bathing segment.
•The depilatory market is a high growth market in India.
• Presence of few playersmarket potential high
Recommendation Target Group Description Consumer Needs
addressed
POD Positioning Market Entry Strategies Relevance
Vivel Hair
removal
women who wear western
clothes, models etc
Hair removal instils
confidence in a woman.
With moisturizers
to reduce rashes &
breakouts after hair
removal.
Soft and glowing
skin which gives
you confidence to
face the world
Pricing lesser than Veet and
Anne French.Market
penetration at all outlets.
Very High relevance
Moderate relevanceHigh relevance
Vivel Deo Sprays: Our consumer surveys have shown the opportunity to enter the post bathing segment as part of the daily personal care.
Name Vivel will be retained for deo-sprays with the word “Pro” added for men.
Recommendation Target Group Description Consumer Needs
addressed
POD Positioning Market Entry Strategies Relevance
Vivel Ultra
Sensitive
Whitening Roll
On
18-35 Years old urban
women who love to wear
sleeveless dresses, urban
& semi urban
Whitening
Deodorant
+Fragrance
Whitening Roll on,
0% Alcohol
Clean, fairer
underarms
which gives you
the confidence
Benchmark wr.t Dove Roll- On for
price. Presence in all MT outlets in
urban markets.
Vivel Skin
Lightening
Deodorant
18-28 Years Women,
urban & semi urban
Whitening
Deodorant
+Fragrance
Whitening spray, 0%
Alcohol
Clean, fairer
underarms
which gives you
the confidence
Benchmark price wr.t Fa. Presence
in all Pharmaceutical stores, MT
outlets in urban & Semi-urban
markets
Vivel-Pro for Men 16–34 years old young
consumers, urban & semi
urban
48+ Hrs
Protection+Freshn
ess
48+ Hrs,
Antiperspirant,
Fragrance
The New Hunk Benchmark wr.t Axe, Presence in all
Pharmaceutical stores, MT outlets
in urban & Semi-urban markets
PHASE 2: Vivel
Hair Perfume
Women between 16-35
years from Urban areas.
Protection from
hair odour, hair
knots, lost shine
Alcohol-free hair
perfume to untangle
hair & increase shine
Spread your
hair, spread
freshness
Benchmark price wr.t
Quco.Presence in all chemist stores,
MT outlets in urban & Semi-urban
markets

12. SALIENCE
PERFORMANCE IMAGERY
JUDGEMENTS FEELINGS
RESONANCE
Premium Imported
Exciting, Trendy
Confidence, Youthful
Aspirational feel:
Kareena Kapoor
Need to increase the
aspirational value and
international appeal
for greater Loyalty
Enjoys a low degree of brand
salience, reflected by the low
market share
Communication Strategy
Product Communication
Communication Keywords:
Informational,
Functional
Aspirational
Objectives :
• Highlight product novelty &benefits
• Leverage segment knowledge
• Showcase entire product portfolio
Key Vehicles :
TVC : Sponsoring Talk shows like ‘Girl
Talk’ and ‘Style Check,‘Get Gorgeous’
should be used as a platform to promote
among the young girls
Radio Channels: RJ’s are a big opinion
leaders
Beauty Blogs: Tie-ups with Beauty
Innovative packaging and bundling with
existing SKUs
Social Media:
Facebook: Targeted Ads using TG Profiles
Twitter: Celebrity tweeting about Vivel
Youtube: to start a Vivel channel
where the TG can upload videos
Soap &
Shampoo
Brand
Body & Face
Care Brand
Beauty Brand
Future communication should be to
increase awareness and favourable brand
association resulting into increased loyalty
Brand Resonance Model
Functional Benefits
need to be
communicated
uniquely
Focus on Credible
Superior Aspects to
gain consideration
Transformation for a “Complete Skin care Experience by Vivel”

13. Thank You