Building a ‘Beauty Brand’ Veet India

Building a ‘Beauty Brand’ Veet India Beyond Hair Removal Executive Summary The solution attempts to address the transition of Veet from a hair removal brand to a true beauty brand. Starting with a study of the depilatories market in India and Veet’s growth over the years to create a platform, the results of the primary research have been presented. The primary research was a combination of questionnaire based research and PAPIs (paper aided personal interviews). The brand awareness of Veet was measured through both recognition and recall of the brand. The salience for the competitor brands like Anne French and Fem were also analyzed. Responses were gathered to identify the preferred usage locations of hair removal products. The product attribute associations, both positive and negative, were measured. An assessment of the brand personality was also undertaken by means of projective market research techniques. A combination of the strong functional values along with the emotional benefits was used to identify the key categories that were suited for brand extension. Elimination of product categories were based on reasoning related to inappropriate associations as well as data on market dynamics achieved from secondary research. Finally, three extensions in two phases have been proposed with a market potential study for each. Highlights of the communication strategies have also been proposed. The recommended strategy aims to initialize the transition of Veet as a true beauty brand in the coming years. Contents Executive Summary2 Introduction3 Hair Removal Market in India3 Veet in India6 Veet Brand Image6 Primary Research amp; Data Analysis7 Research Overview7 Data Analysis8 Brand Equity, Brand Personality amp; Possible Extensions12 Brand Equity12 Brand Personality Model12 PossibLe Extensions13 RoadmaP amp; Positioning16 Brand Extension plan16 Positioning In New Segments17 Conclusion19 Introduction Personal care sector covers segments like hair care, body care, baby care etc. In India this sector is currently valued at around INR 320 billion and is posting robust growth year-on-year. Veet is player in the niche depilatories segment within this market. Hair Removal Market in India Hair Removal or depilatories segment in India is relatively niche segment. It is valued at around INR 4 billion which means its contribution to the personal care market is a modest 1. 27%. While the market size is small the segment has tremendous potential and has been seeing robust growth year on year. As seen above, the segment was a ‘late bloomer’ showing exponential growth in 2004-05 and in 2006-07. Over the past few years year on year growth has stabilized around 19%. To better understand the nuances of this segment one must look at target consumer segments as well as the competing brands in this space. Brands in Depilatory Segment The brands dominating this segment are: Anne French dominated this category as the first mover and the only player for almost 4 decades. Anne French’s product positioning was primarily functional showing usage and highlighting product attributes. The entry of Veet in 2004 changed the face of the market with player moving from product centric, functional adverts to emotional benefits. Veet’s entry and new positioning strategy also explains the 60% y-o-y growth spurt in 2004-05. Currently Veet is the market leader in hair removal creams with a market share of around 34. 1%. Fem is the market challenger with its presence in hair removal creams and bleaching products. Target ConSumer Segments The penetration of hair removal products is relatively low with the young, single, educated and urban women being the prime users. * With a 68% category penetration there is enormous untapped potential in the segment. However this potential can only be realized with category expansion. * Increasing urbanization and more women entering the main stream white collar work force Growth in consumer base is on the cards

Noble Lie and Platos Republic Essay Example | Topics and Well Written Essays - 2000 words

Noble Lie and Platos Republic - Essay Example The noble lie gives a chance to ruled class to mould and shape the belief they want their subjects develop and if the ruler is benevolent, the belief inculcated in the people can result in harmony and after all harmonious life is the final objective of any society. The Platonic opinion regarding problem of discourse is regarding ‘powers and perils’ and noble lie is an aspect that minimizes the perils of the power from the people who question the right doings as well as wrong doings of the ruling elite. The noble lie is good as long as the elite people do not exploit the ruled people from the privilege they gain from the belief of the people in noble lie. Though it can be termed as a tool for thought control of the ruled, it will be good as long as it is related to ‘will to truth’. Hesk Jon (2000) quotes Marcel Detienne who argues about Greek notions of truth. By accepting the noble lie as part of a model republic, the rulers should concentrate only on submis siveness from the people but the activities of rulers should not undermine the rational thought of the ruled in their daily chores. However, benevolent rulers take care that the noble lie aspect does not interfere in the justice delivery system. In the context of delivery of justice, it is possible to ignore noble lie if the rulers are enough discretion regarding it. The same can be interpreted in case of Noble lie and it can be ignored to treat ruled and the rulers equally while delivering justice.

Physical Lab - Experimental Plan Essay Example | Topics and Well Written Essays - 500 words

Physical Lab - Experimental Plan - Essay Example The aim of this experiment is to apply the fluoride electrode method to a practical problem by measuring fluoride in tap water and to determine whether tea infusion from several types of tea increases the level of fluoride. 3. Serial dilution is done. This involves preparation of different less concentrated solutions from stock solution by dilution e.g. 10ml of 1000ppm stock solution is put in a volumetric flask and diluted with 100ml of distilled water to give 100ppm. A given range of standard solutions is obtained. 5. The ISE and reference electrode is then put into the least concentrated standard solution and allowed to adjust to room temperature and pressure and stirred gently after which electrode potential is measured. 7. Same volume of sample (tea) is measured and adjusted and the electrodes placed after which it is stirred and allowed to adjust to room conditions. Finally, electrode potential is measured. Calibration curves are then drawn. E=Eo+2.3RT/nFlog(Activity).Where, Eo is the Cell constant, RT/nF is the slope factor( shows the performance of electrode), n is ionic charge, R is the gas constant and T is the temperature in Kelvin. This process encounters a number of problems one of which is the release of other ions such as oxalate (www.chemistry.nmsu.edu)3. Other general problems encountered are related to erroneous values obtained due to sample contamination, junction clogging, and incorrect slope of the electrode (Wroblewsk, 2012)4. Such problems are generally rectified by using pure standards and using ISAB or decomplexing to adjust the conditions so as to avoid formation of other ions. Fluoride content of tea can then be compared with that of known solutions. Other methods such as one point calibration, incremental techniques, multiple sample addition and titrimetric procedures may be used. ISE is applied in Agriculture to determine level