Scribd Logo
Upload

Welcome to Scribd!

  • 83 views

    Ethnic Consumers Consulting Case Study

    Uploaded by

    AD R
    This document analyzes cultural values in India pertaining to fairness creams and hair oils. It identifies key values like self-esteem, individualism, and conservatism. It examines how brands like Fair & Lovely, Fairever, Parachute, and Dabur Amla position their products and target consumers based on these cultural values. The document also discusses issues like managing marketing mix elements, understanding diverse cultures, and adapting global communications locally.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd

    Ethnic Consumers Consulting Case Study

    Uploaded by

    AD R
    83 views16 pages
    This document analyzes cultural values in India pertaining to fairness creams and hair oils. It identifies key values like self-esteem, individualism, and conservatism. It examines how brands like Fair & Lovely, Fairever, Parachute, and Dabur Amla position their products and target consumers based on these cultural values. The document also discusses issues like managing marketing mix elements, understanding diverse cultures, and adapting global communications locally.

    Copyright

    © © All Rights Reserved

    Available Formats

    PPTX, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    This document analyzes cultural values in India pertaining to fairness creams and hair oils. It identifies key values like self-esteem, individualism, and conservatism. It examines how brands like Fair & Lovely, Fairever, Parachute, and Dabur Amla position their products and target consumers based on these cultural values. The document also discusses issues like managing marketing mix elements, understanding diverse cultures, and adapting global communications locally.

    Copyright:

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

    Ethnic Consumers Consulting Case Study

    Uploaded by

    AD R
    This document analyzes cultural values in India pertaining to fairness creams and hair oils. It identifies key values like self-esteem, individualism, and conservatism. It examines how brands like Fair & Lovely, Fairever, Parachute, and Dabur Amla position their products and target consumers based on these cultural values. The document also discusses issues like managing marketing mix elements, understanding diverse cultures, and adapting global communications locally.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    You are on page 1of 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
    Thank You!

    You might also like