Team Victorious Secret

Agenda
1

Market Snapshot

Studying Consumer Behavior

Vivels Perception

Proposed Strategy

Go-to-Market Strategy

Introduction

e of personal care products market in India

Key takeaways from store visit:

Limited POS activities present for face
wash category

Packaging of all face washes reflected the

effects but not the ingredients (except
Himalaya)

Color of packaging had a remarkable

impact on consumer perception

Green acted as a surrogate for Neem,

herbal, etc., whereas red color was
generally unacceptable for face
application

International Conference and Exhibition on Soaps, Detergents &

Cosmetics (ISDC 2011)

Face care market growing rapidly in India

Estimated at around 800 Crores
Products with blue and white packaging
perceived to be more on the cosmetics
side

Vivel lacked visibility in these stores,

market flooded with Himalaya, Ponds,
Dove, Pears and Clean and Clear

Market Share of Various Brands

Ponds

Ponds; 14%
Others; 31%
Himalaya; 24%

Pears

Garnier; 6%
L'Oreal; 6%

Clean and Clear; 19%

Cleanser ,, 100
100 %
% soap
soap
Cleanser
free
free
5 product
product variants
variants
5
Perceived as
as Gentle
Gentle and
and
Perceived
Pure
Pure
Available in
in 3
3 variants
variants
Available
Cleansing Action
Action
Cleansing

Availabilit

Brands and Positioning

Brand

Variants

Price (per
50 gm
SKU)

Ponds

Intense Nature, Oil free, clean

pimples, smooth pores, No
black head

69

Peers

Complete, oil care, fresh

renewal, pure and gentle

55

Lakme

After sun facewash, Fruit Blast

75

Himala
ya

Neem, Fair Glow, oil free

40-60

Clean
and

Morning Energy-Brightening
berry, energizing lemon,

50

Cleans and
and clears
clears the
the
Cleans
face
face
Variants of
of 6
6 types
types
Variants
available
available
Garnier
Gentle ,, upmarket
upmarket
Gentle
Cleansing action
action and
and
Cleansing
Moisturizer and
and
Moisturizer
improves tone
tone
improves

Himalaya

Herbal Face
Face wash
wash
Herbal
Cleans and
and hydrates
hydrates
Cleans
Applicable against
against
Applicable
pimples
pimples

Product

Clean and Clear

Survey and Interview Results

Survey Results

Skin Types
Normal

More than 85 % respondents believe

that the appearance affects the social
acceptability

25%

Dry

24%

Oily

35%

Combination

16%

0%

5%

10% 15% 20% 25% 30% 35% 40%

Cleansing is the most sought after

feature in the product like Face wash
Only 43 % respondents used a face
wash after coming back to home from
outside

Ideal Self
Concept

Self Concept

Premium
Calm
Mature
Normal
Oily skin
Dull Skin

Product
Concept
Cleansing
Toning
Moisturizing
Reducing
Pimples
Social

Super
premium
Enthusiastic
Younger
Colorful
Normal Skin
Fair Skin

Associative Map of Vivel

Vivel
Affordabl
e

Skin care
Good
lookin
g

Party
Salo
n

Confiden
ce

Trial
Repurcha
se

Ingredient
s
Pampe
r

All in
one

Variety
interestin
g

Colou
r
Option
s

Maveri
ck

Not
speciali
st

Soap
Me
too

Uninnovati
ve

Karee
na

Glamo
ur

Lux
Reliabl
e

Positives:

Negatives:

Brand Vivel is moderately well

known
There is an awareness and
penchant for skin care products
There is an aspiration for salon
type products which makes the
consumer feel pampered
Brand is affordable, so people

Vivel has a strong association with

Soap
Kareena being the ambassador of Lux
in the past, has led to some confused
perception in the minds of customer
There is no unique proposition, comes
across as me too
There is a conflict at L-3 where

Disruptive Strategy
All
Alternativ
es

Awaren
ess set

Considera
tion set

Evoke
d
Inert

Purchase
decision

Inept
Face wash as a product is low/moderate involvement purchase decision
Vivel is currently in the awareness set of customers but not in the
consideration set
The main brands in consideration set are Himalaya, Pears, Lakme. To enter the
consideration set we propose disruptive strategy

Information
Search
Pattern

Nominal
Decision
Making

Limited Decision
Making

Extended Decision
Making

Brand in
Evoked Set

Maintenance
Strategy

Capture Strategy

Preference Strategy

Brand Not in
Evoked Set

Disruptive
Strategy

Intercept Strategy

Acceptance Strategy

Perceptual map and the way

forward
Himalaya

Cheap/
Value for
Money

Herb
al

VIVE
L
Garnier
Dove

Viv
el

Ponds

High
Price

Clean and
Clear

Pears
Lakm
e

Emami

Perceptual map
shows that Vivel
has a
perception of a
cheap product
Lakme and
Himalaya occupy
the cosmetic and
herbal extremes
on the product

Changed, clear
perception
First Mover
advantage
Move towards
Ideal self
concept
Salon type
usage at home

Cosmet
ic

Viv
el

Competitive advantage

Success Stories of Disruptive Strategy

HUL launch of AXE and Close up
Axe strongly positioned as voluptuous product, thus AXE
created a niche even in a saturated market
Close up shifted focus from strong teeth to fresh breath
and confidence by disrupting Colgate campaigns

P&G launched Head and Shoulders & all its variants to be

Anti dandruff. No other positioning during launch

Himalaya Neem Face Wash launched as a herbal anti

acne product which broke away from other face washes and
created a niche natural category
Listerine was initially launched as a surgical antiseptic
Later, it positioned itself as an antiseptic mouthwash
Marketed as kills germs that cause bad breath which was a
disruption.

Survey results: Product Ingredients

Solution: Disruption Strategy

Play
Play on
on the
the aspirational
aspirational value:
value: Re-launch
Re-launch Vivel
Vivel as
as 1
1 distinct
distinct positioning
positioning of
of having
having

exclusive ingredients

The
The segment
segment is
is already
already exposed
exposed to
to these
these ingredients
ingredients due
due to
to their
their usage
usage in
in facials/clean-ups
facials/clean-ups
at
salons.
Also,
their
availability
in
high
end
brands
like
Bodyshop,
Oriflame,
at salons. Also, their availability in high end brands like Body- shop, Oriflame, etc.
etc.

Focus
on
imagery
of
the
ingredient
while
packaging
Focus on imagery of the ingredient while packaging

SKIN T YPE

OPTIONS
CONSIDERED

Oily Skin

Aqua Beads
Aloe Vera
Sea Weed
minerals

Dry Skin

Wine
Chocolate
Almond Oil

Pimple
Prone
Skin

Tea-Tree
Exotic Fruits (kiwi)
Ozone (O3)

WINNER

SURVEY
RESULTS

Aqua
Beads

Chocolate

Tea-Tree

With high recall & success of VAF, ITC should have a strong focus on its brand extension
VAF Face Wash

Sample Themes
Dry Skin:
Chocolate

Oily Skin:
Aqua Beads

Pimple Prone
Skin:
Tea-Tree

Tea Tree

Go-to-Market Strategy
Go-to-Market Strategy

Launch Objectives

Action Standards

Channel Strategy

Communication
Strategy

Market Share

Availability

Trade Meets

Advertising

Target
Customers

Awareness

Trade
Incentive
Schemes

Merchandisin
g

Usage
Patterns
Potential
Markets

Visibility
Trial

Internal
Engagement
Activities

Consumer
Engagement
Collaterals

Key Focus Area 1: Action Standards

Market Observations:
Shopper Behavior for face washes is highly influenced by availability & visibility
Margins play a big game in wholesaler market & RWOM is a major driving force
New players (Dove, Pears) pushing their products in the market

Increase
Availability

Increase
Visibility

Trade
Incentive
Schemes like
gift schemes ,
holidays

DS incentives:
Example: 500
Rs. On
achieving 80%
UOB

Retail Audits
can be done

Proper
mapping of
merchandising
inputs & outlet
type
DS incentives:
500Rs on
executing
Display in 80 %
of outlets
Strong InShop

Increase Trial

Beauty
Advisors

Free Samples
at POS, TG
workplace/
contact points

Inserts in
magazines/
shopping bags

Increase
WOM
Retailer
awarenes
should be
increased by
educating about
the product
RWOM can be
increased by
SMS contests
Mystery
shopping
drives, hence,

Key Focus Area 2: Communication

Strategy
Observations:
Apart from Himalayas (Neem), no other face wash is playing strongly ingredients. The focus
is on skin types and proposed benefits
Recall rate of Vivel & Vivel ads too low, especially among the age bracket of 27-35
People do not know Kareena as brand ambassador for Vivel face wash
Competitors (HUL :Ponds) doing a very active digital campaign on Youtube

Solution:
1 common theme(Exclusive Ingredients): Use it in POS design, packaging design, ad
campaigns, digital promotions
1 Brand ambassador: Same brand icon for print, digital, POS marketing initiatives
Disruptive Strategy in Action: Attract customers towards face washes to break the soap
usage. Also, increase the use frequency by promoting it as a carry in purse concept

Key Focus Area 3: Consumer

Engagement
Engagement through makeovers: Have beauticians doing clean-ups in malls with
ingredients such as coco butter, tea-tree leaf, aquatic mineral beads and then promote the
face wash as a home solution
Touch points at superstores, malls, key accounts, SEZs, etc.
SMS Feedback: Following this run SMS feedback as illustrated below.
Provide free samples , thereby ensuring instant gratification
Goo
d

Bad

Avera
ge

Produ
ct
Pack
ADs

Advantages
Efficiency Check of
the Consumer
Engagement activity
in terms of number of
contacts
Early Feedback of
the product among
target consumers

SMS GAB to
9999
Instant
gratification

Agency Payout
based on the
objectives met

Finding Newer Markets

Opportunity: Mens face wash market is growing at a phenomenal rate of 25-30%
(Business Standard)
The Approach:
Functional attributes such as moisturizing, cool menthol, musk, sun screen etc. can
be focused upon
Bundling of functional benefits more beneficial in mens category as men do not use
a wide array of personal care products
Strong Male brand ambassador required (eg: John Abraham for Garnier) to create
the image, pushing on functional benefits alone is not enough

Option 1:
Carry out brand extension of
Vivel into the mens category

Option 2:
Create a diferent brand which
caters to this segment

Vivel is associated with Pink- a

feminine color. Therefore repositioning
need to be carried out over time

Involves brand creation costs but

may lead to easier positioning in the
longer run

Summary
Approach taken
Indepth interview: Customer mindset about segment, product and understand the
consumers behaviour
Store visit: Planogram, packaging, competitive offerings, variants, price points and
purchasing behaviour of customers
Survey (more than 100 respondents): To validate understandings from in depth
interview
Interview of opinion leaders: To know ingredient benefits, their take on products
Ideal and self concept analysis & word association map: To understand the
drawbacks of current approach by Vivel

Key Findings

No clear cut positioning in the minds of customer

Visibility at stores and packaging are issues
Strong pink color and soap product association for the brand, need to move
away from it
All in 1 type products are not able to differentiate, need to cater to specific
skin types
Huge market potential in Mens segment, can be taken advantage of in the
Way forward
near future
Disruptive Strategy is the name of the game
Clear positioning, focus on ingredients: Needed for breaking the clutter and
adding aspirational value
Packaging Changes with emphasis on ingredients rather than only benefits
Increase availability, visibility, trial, WOM and customer feedback
mechanisms

Team Victorious Secret

Koustubh Chattopadhyay
Interned at Accenture Business Consulting
NITK, Surathkal

Gurneet Kaur Bhatia

Interned at ITC (ITD)
GGSIPU, New Delhi

Shreyansh Upadhyay
Interned at GSK CH
HBTI, Kanpur

Janani Viswanathan
Interned at Kraft Cadbury
BITS, Pilani

Thank You