Building a ‘Beauty Brand’ Veet India Essay

Building a Beauty deformity Veet India Beyond Hair Removal executive director Summary The solution attempts to address the alteration of Veet from a hair remotion punctuate to a true salmon pink brand. scratch line with a study of the depilatories grocery in India and Veets crop over the days to create a platform, the results of the primary inquiry throw off been presented. The primary research was a combination of questionnaire based research and PAPIs (paper aid personal interviews). The brand awareness of Veet was metric through both recognition and swallow of the brand. The salience for the competitor brands the likes of Anne cut and Fem were also analyzed.Responses were gathered to key out the like usage locations of hair removal crossways. The harvest-home attribute associations, both positive and negative, were measured. An perspicacity of the brand personality was also undertaken by means of projective groceryplace research techniques. A combination of the strong functional value along with the stirred benefits was used to identify the key categories that were suited for brand extension. body waste of product categories were based on argumentation re juveniled to inappropriate associations as salutary as data on market dynamics achieved from secondary research.Finally, three extensions in two phases have been proposed with a market electric potential study for each. Highlights of the communication strategies have also been proposed. The recommended strategy aims to initialize the transit of Veet as a true beauty brand in the coming years. circumscribe Executive Summary2 world3 Hair Removal commercialize in India3 Veet in India6 Veet brandmark Image6 patriarchal Research &amp entropy Analysis7 Research Overview7 Data Analysis8 Brand Equity, Brand Personality &amp assertable prolongations12 Brand Equity12 Brand Personality Model12 potential Extensions13RoadmaP &amp Positioning16 Brand Extension plan16 Positio ning In New atoms17 Conclusion19 Introduction Personal financial aid sector covers departments like hair reverence, body care, baby care etc. In India this sector is currently wanted at nearly INR 320 meg and is posting robust developing year-on-year. Veet is musician in the niche depilatories constituent inwardly this market. Hair Removal Market in India Hair Removal or depilatories segment in India is comparatively niche segment. It is valued at virtually INR 4 one thousand million which means its contribution to the personal care market is a modest 1. 27%.While the market size is baseborn the segment has tremendous potential and has been seeing robust growth year on year. As seen above, the segment was a late bloomer screening exponential growth in 2004-05 and in 2006-07. Over the early(prenominal) 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 com peting brands in this space. Brands in Depilatory Segment The brands dominating this segment are Anne cut dominated this menage as the get-go mover and the only thespian for intimately 4 decades.Anne Frenchs product posture was primarily functional showing usage and highlighting product attributes. The debut of Veet in 2004 changed the face of the market with player moving from product centric, functional adverts to emotional benefits. Veets 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 heraldic bearing in hair removal creams and bleaching products. organize ConSumer Segments The penetration of hair removal products is relatively low with the young, single, educated and urban women be the prime users. * With a 68% category penetration there is enormous untapped potential in the segment. However this potential can only be realise with category expansion. * Increasing urbanization and more than women entering the main stream clean-living collar work force proceeds in consumer base is on the cards