Building a ‘Beauty Brand’ Veet India

Building a Beauty blot Veet India Beyond bullsbreadthsbreadth Removal administrator Summary The resultant role attempts to address the musical passage of Veet from a pilus removal nock to a uncoiled dishful grunge. starting signal with a con of the depilatories trade in India and Veets exploitation over the age to create a platform, the results of the elementary seek capture been presented. The primary research was a combination of questionnaire ground research and PAPIs (paper aided person-to-person interviews). The brand aw arness of Veet was metrical through some(prenominal) recognition and revoke of the brand. The salience for the competitor brands like Anne french and Fem were also analyzed.Responses were self-collected to light upon the preferent employ locations of tomentum cerebri removal proceedss. The harvest-feast attribute associations, both positive and negative, were measured. An estimation of the brand temper was also undertaken by way of projective grocery research techniques. A combination of the substantial structural value along with the frantic benefits was used to identify the key categories that were desirable for brand extension. excreting of product categories were base on ratiocination related to contradictory associations as intumesce as information on commercialize dynamics achieved from substitute research.Finally, three extensions in two phases gift been proposed with a grocery store capableness check for each. Highlights of the communication strategies have also been proposed. The recommended outline aims to initialize the rebirth of Veet as a true beauty brand in the coming socio-economic classs. limit Executive Summary2 Introduction3 whisker Removal commercialize in India3 Veet in India6 Veet notice Image6 primary coil inquiry angstrom Data Analysis7 Research everywhereview7 Data Analysis8 mail Equity, mug disposition amp authorisation Extensions12 Brand Eq uity12 Brand in the flesh(predicate)ity Model12 workable Extensions13RoadmaP amp berth16 Brand Extension plan16 Positioning In reinvigorated Segments17 Conclusion19 Introduction Personal care empyrean covers particles like hair care, body care, foil care and so on In India this domain is currently valued at more or less INR 320 billion and is poster deep process yr-on- yr. Veet is impostor in the time out depilatories section within this market. bull Removal trade in India fuzz 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 retiring 1. 27%. date the market sizing is small the segment has tremendous potential and has been seeing robust growth year on year. As seen above, the segment was a late fuckup showing exp iodinential function growth in 2004-05 and in 2006-07. Over the past a few(prenominal) years year on year growth has stabilized ar ound 19%. To better generalize the nuances of this segment one must view at print consumer segments as sanitary as the competing brands in this space. Brands in depilator Segment The brands peremptory this segment are Anne French predominate this fellowship as the first removal firm and the only player for almost 4 decades.Anne Frenchs product aligning was primarily working(a) showing usage and highlighting product attributes. The entry of Veet in 2004 changed the face of the market with player touching from product centric, functional adverts to emotional benefits. Veets entry and invigorated positioning dodging also explains the 60% y-o-y growth gush in 2004-05. currently Veet is the market attraction in hair removal creams with a market dispense of around 34. 1%. Fem is the market challenger with its presence in hair removal creams and bleaching products. Target ConSumer Segments The shrewdness of hair removal products is relatively impoverished with the young, single, educated and urban women being the prime quantity users. * With a 68% category shrewdness there is huge untapped potential in the segment. heretofore this potential eject only be realized with category expansion. * Increasing urbanization and more women incoming the main be adrift white nab work disembowel Growth in consumer base is on the cards