Veet Case Study

Topics: Brand, Brand management, Reckitt Benckiser Pages: 22 (6068 words) Published: October 30, 2012
Case Study Competition


Stage 1: Participants of each college must battle it out amongst themselves to decide the best team. Campuses are free to decide their evaluation criterion. Stage 2: The Best Entry from each college must be uploaded on by 23:59:59, 3rd November, 2011. This may be routed through the Placement Team/General Secretary. Stage 3: Grand Finale – Held at North Campus, Delhi University for the best 6 teams on 17th November, 2011.

1. Event is open to the Full Time Programs (both years) of the following B-schools S. No. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 Name of the institute IIM A IIM B IIM C IIM L IIM K IIM I IIM R FMS MDI IIFT IMT IIT DMS NMIMS SP Jain JBIMS SIBM SCMHRD MICA IIT Bombay XIMB ISB IIT Kharagpur IIT Roorkee NITIE XLRI


2. Maximum number of members in a team is two. Each team can submit a maximum of 1 entry. 3. No participant should be part of more than one team. 4. Any number of teams from an institute can take part in this event and can submit their entries to their institute by 27th Oct 2011. However, only top entry must be sent to us at the end of the campus evaluation round. 5. The Top entry from each college is required to be uploaded on latest by 23:59:59 PM, 3rd November 2011 with the file name as Veet_ 6. Each entry should be in the form of a detailed (not an executive summary) word document (2003 format) named as: Veet__ 7. There are no word limits. However, teams are advised to be succinct. 8. The font must be Calibri, size 11, single line spacing . 9. Members of the final selected teams would be reimbursed 3 Tier AC Tickets (both ways). The selected teams would be required to submit original tickets for the same. 10. The decisions of the panel of judges will be final and binding on all the participants.

 1st Prize: Rs 1 Lakh  2nd Prize: Rs 60,000  3rd Prize: Rs 30,000 All the 3 winning Team members will also get Pre-Placement Interviews from Reckitt Benckiser.

1. Karan Kapoor +91 9999193654 2. Chitrang Desai +91 8800395334 Keep checking for more updates.


Veet: From Sticking to knitting to knitting to stick*
*Case developed by Dr Harsh V Verma, Faculty of Management Studies, University of Delhi, Delhi, for Reckitt Benckiser India Ltd.

Opportunity is a matter of perception. It is not for every eye to spot opportunity. Only a perceptive eye can achieve this feat. Hair removal market in India has remained quiet and sleepy for very long until RB (Reckitt Benkiser) forayed into it with its Veet brand in 2006. And in a short span of seven years of its launch the brand transformed the category from a meager Rs 50 crores to Rs 350 crores creating a seven fold jump. The brand went on to become not only market leader but a dominant player leaving the incumbent brands far behind. It certainly is a remarkable marketing feat. But success is intoxicating. Success fuels desire to succeed further. For Rajneesh, marketing manager (personal care business) and Sandeep, brand manager (Veet), this certainly has been a milestone reached, but they both seem to concur that this market leadership of Veet is not an end itself rather a beginning. Though Veet’s claim to fame has been hair removal or hair depilation, this is not the only knitting to which the brand must stick for ever. How far can the brand go if it sticks to its territory of hair removal, certainly not very far? Both Rajneesh and Sandeep intuitively feel that Veet masks huge potential to become a mega brand simply if it manages to transcend its current product domain. Sticking to knitting is fine but it is also limiting. But a brand like Veet can grow leaps and bound if the brand finds new knitting. Amidst this conviction, there is confusion as to what course the brand should take and how. The Company Reckitt Benckiser is a multinational...
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