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    Ethnic Consumers Consulting Case Study

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    Rajdeep Roy Chowdhury
    This document analyzes consumer behavior in the fairness cream and hair oil categories in India. It identifies key cultural values in India like self-esteem and individualism. Brands differentiate themselves based on how they appeal to these cultural values. The document discusses issues like managing marketing mix elements and understanding diverse cultures. It analyzes brands like Fair & Lovely, Fairever, Parachute and Dabur Amla, showing how they position themselves and their products to align with cultural values and target different consumer segments in India.

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    Ethnic Consumers Consulting Case Study

    Uploaded by

    Rajdeep Roy Chowdhury
    2K views16 pages
    This document analyzes consumer behavior in the fairness cream and hair oil categories in India. It identifies key cultural values in India like self-esteem and individualism. Brands differentiate themselves based on how they appeal to these cultural values. The document discusses issues like managing marketing mix elements and understanding diverse cultures. It analyzes brands like Fair & Lovely, Fairever, Parachute and Dabur Amla, showing how they position themselves and their products to align with cultural values and target different consumer segments in India.

    Original Description:

    Ethnic Consumers Consulting case study. Service Marketing project

    Original Title

    Ethnic Consumers Consulting case study

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    This document analyzes consumer behavior in the fairness cream and hair oil categories in India. It identifies key cultural values in India like self-esteem and individualism. Brands differentiate themselves based on how they appeal to these cultural values. The document discusses issues like managing marketing mix elements and understanding diverse cultures. It analyzes brands like Fair & Lovely, Fairever, Parachute and Dabur Amla, showing how they position themselves and their products to align with cultural values and target different consumer segments in India.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    2K views16 pages

    Ethnic Consumers Consulting Case Study

    Uploaded by

    Rajdeep Roy Chowdhury
    This document analyzes consumer behavior in the fairness cream and hair oil categories in India. It identifies key cultural values in India like self-esteem and individualism. Brands differentiate themselves based on how they appeal to these cultural values. The document discusses issues like managing marketing mix elements and understanding diverse cultures. It analyzes brands like Fair & Lovely, Fairever, Parachute and Dabur Amla, showing how they position themselves and their products to align with cultural values and target different consumer segments in India.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 16

    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

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