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
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 Summary 2 Introduction 3 Hair Removal Market in India 3 Veet in India 6 Veet - Brand Image 6 Primary Research & Data Analysis 7 Research Overview 7 Data Analysis 8 Brand Equity, Brand Personality & Possible Extensions 12 Brand Equity 12 Brand Personality Model 12 PossibLe Extensions 13 RoadmaP & Positioning 16 Brand Extension plan 16 Positioning In New Segments 17 Conclusion 19
Introduction
Personal care sector
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 Summary 2 Introduction 3 Hair Removal Market in India 3 Veet in India 6 Veet - Brand Image 6 Primary Research & Data Analysis 7 Research Overview 7 Data Analysis 8 Brand Equity, Brand Personality & Possible Extensions 12 Brand Equity 12 Brand Personality Model 12 PossibLe Extensions 13 RoadmaP & Positioning 16 Brand Extension plan 16 Positioning In New Segments 17 Conclusion 19
Introduction
Personal care sector