This document provides recommendations for expanding the Vivel brand from soaps and shampoos into a broader beauty brand. It conducted primary and secondary research on consumer needs, perceptions of Vivel, and the personal care product market in India. The recommendations propose a strategic framework to launch new Vivel products across categories related to beauty routines. This includes launching soap variants, shower gels, hair repair solutions, face wash, body care, deodorants, and anti-aging cream. Each proposed product is targeted at a specific demographic and intended to address consumer needs at different stages of the beauty routine: pre-bathing, during bathing, and post-bathing. The recommendations are intended to position Vivel as a brand

1. 2011
Interrobang Case Competition
Team Chitty Chitty Bang Bang
Badal, Nikhil, Sawedana, Sukesh
FMS, Delhi

2. Contents Page No
Executive Summary ....................................................................................................................... 3
Methodology:................................................................................................................................ 3
Market Analysis:............................................................................................................................ 3
Road map of successful transformations from soaps to “Beauty Brands”:...................................... 4
Need-Gap Analysis......................................................................................................................... 5
Benchmarking insights:.................................................................................................................. 5
Brand Identity Prism:..................................................................................................................... 5
Recommendations......................................................................................................................... 6
Vivel’s communication strategy..................................................................................................... 8
References and Appendices........................................................................................................... 9

3. Executive Summary
Every brand needs a suitable growth trajectory and since Vivel today is already a leading player
with its soaps, shampoos and fairness cream, the current strategy demands that we add new
dimensions that go with its long term goal of a beauty centric brand. This transition of stretching
the proposition of „smooth & glowing skin‟ would involve building confidence in the brand and
having striking PODs for Vivel‟s products with which the TG can identify.
We have analysed the rapid growth opportunities for Vivel in the existing categories as well as in
the skin care and deodorant segments following the Branded House approach. We have conducted
extensive primary research to understand consumer needs and perception & have evaluated Brand
Vivel via the Brand Identity Prism. Primary supported by secondary research, we have shown in-
depth market analysis and competitive benchmarking. The various personal care categories are in
different stages of evolution and a one size fit all solution would not work here. Hence, from
insights gained we have followed the “Pre-bathing, During Bathing & Post bathing” structure to
frame the market expansion strategies for Brand Vivel across different categories.
A strategic mind map (branch-tree) for this transition and expansion has been proposed which will
outline the various products and categories that Brand Vivel can enter.
Methodology:
In order to achieve our objective, the following methodology was followed:
Secondary Research
The first step was a secondary research in order to understand the market, the products and the
various factors influencing the buying behaviour and usage. The main sources referred were
research articles and other data sources from web library. Online forums, social media and blogs
were also referred.
Primary Research
The purpose of the primary research was to understand the perception among the TG about the
Brand Vivel and the various products offered, how the consumer defines beauty and what beauty
activity regime the consumer follows. The research was done using online questionnaires, personal
interviews and focus group discussions in Delhi, Mumbai and Bangalore (PIs and FGDs only for
Delhi). 67 women in the age group 15-34 were interviewed. Specifically, 54 women in the age
group 18-30, 5 in 15-17 and 8 in 31-34 were interviewed. 30 men in age group 18-30 were
surveyed. 3 FGDs were done with 6 people in each. The sample consisted of a mix of college going
students, young working professionals (married and single)
Market Analysis:
Understanding the market helped us narrow down on the categories that we wanted to focus for
Brand Vivel‟s expansion strategy. The parameters we looked at were
(1) CAGR – future growth potential
(2) No. of competitors
(3) Related/Unrelated stretch
Related/unrelatedness was dependent extension being synergistic or not with current positioning.
From the above table, the analysis is as follows:
o We shortlisted and decided to analyse further Body care, facial care, bath & shower,
deodorants, depilatories and hair care categories.
o Although, we found these markets to be highly competitive, they had a high CAGR and
were synergistic with the current positioning of Vivel.

4. Road map of successful transformations from soaps to “Beauty Brands”
Each of these brands not only launched variants and extended into other product categories,
but also catered to a wide variety of consumers (anti-ageing, deodorants etc). Their core value
proposition remained the same (DoveReal beauty, PondsSimply Beautiful Skin) along
with their communication strategy.
Our transformation for Vivel from a soap/shampoo brand to a beauty brand which provides
“Complete Skincare Experience” has adopted road map on similar lines.
Soaps
Body
wash &
gels
Shampo
os &
conditio
ners
Deodor
ants &
face
wash
Cold creams
Body lotions
Lightening
creams, anti
ageing, oil
control etc
Face wash
Industry Rs Mn(till
mid 2011)
Comment 2010 2011 2012 2013 2014 2015 CAGR
(%)
Body Care 4104 Competitive –
Direct Stretch
3812.6 4033.6 4376.1 4711.1 5048.4 5384.7 7.15
Facial Care 36792 Competitive –
Direct Stretch
36755.
9
41120.4 45760.4 50488.9 55275.
3
60044.7 10.31
Facial
Cleansers
5855 Medium
Competition-
Direct Stretch
5839.3 6723.6 7758.0 8844.0 9997.1 11205.0 13.92
Moisturizers
/Anti-Agers
1620 Highly
Competitive –
Direct Stretch
1,505.3 1,843.5 2,250.5 2,719.0 3,260.5 3,880.5 20.85
Men care 1860.3 Unrelated-Does not go with the current positioning of Vivel as a soft, gentle brand (see Brand
Identity Prism)
Bath and
Shower
104904 Highly
Competitive-
Direct Stretch
105000 109000 112000 118000 123000 127000 ~4
Deodorants 7920 Highly
Competitive-
Indirect
Stretch
7821.0 9878.3 12026.5 14042.1 15983.
0
17795.5 17.87
Roll On
Deodorant
112 Less
Competitive-
Indirect
Stretch
108.6 115.2 123.2 132.3 142.9 155.0 7.37
Depilatories 4032 Highly
Competitive-
Indirect
Stretch
4042.3 4836.3 5817.8 6924.1 8152.4 9518.2 18.68
Hair Care 79920 Highly
Competitive –
Direct Stretch
100308 120370 14400 17300 208000 249600 20
Source: Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources
Direct stretch Indirect stretch”new way
to pamper your skin”
Dove Ponds
Direct Stretch

5. Need-Gap Analysis
To understand how Vivel fares in the existing categories and to conduct need gap analysis, we
benchmarked Vivel Soaps and shampoos with its competitors respectively. The data was obtained
through our survey and FGDs.
Benchmarking insights:
 Soap Category:
 Dove was clearly the preferred brand. Although priced higher than its competitors,
women considered it as VFMhigher confidence in the brand
 Lux scored the highest on fragrance & variety because of large variants in its portfolio.
 Shampoo category:
 Dove scored high on fragrance although Lux had more variantswomen preferred
softer, gentler smell in shampoos. They thought that stronger the smellmore
chemicals presentmore harmful the shampoo is for their hair.
 Although Hrithik had been the endorser of Vivel, not many women could connect with
it (because of low awareness/women connect better with the endorsers of same sex).
 Sunsilk was a winner in the shampoo category because of the customized variants.
Also, the presence of experts adds credibility to their claims.
Brand Identity Prism:
To further understand why Vivel fared as it did
vis-à-vis competitors, we mapped Vivel‟s brand
recognition for stated brand
attributes/communications through a brand
identity prism (data obtained from intense FGD
and consumer survey analysis).
The font in italics indicates the probable reasons why consumers
associated Vivel’s identity.
0
2
4
6
Awarene
ss
Fragranc
e
Variety
Connecti
on with
brand…
Advertise
ments
Confiden
ce in the
brand
Value for
Money
Dove
Lux
Godrej No.1
Vivel Soaps
0
2
4
6
Awareness
Fragrance
Variety
Connection
with brand
ambassado…
Advertiseme
nts
Confidence
in the brand
Value for
Money
Clear
Head & Shoulders
Sunsilk
Dove
Garnier
Vivel Shampoos
Brand
Vivel
Loyalty
Perception
Awareness
Association
Vivel Soaps Vivel Shampoos
Personality
Self Image
Confident
Independent
Progressive
Beautiful
Culture
Image
Reflection
Physique Relationship
Soft Colours Empowering, Inspiring
Sophisticated
Urban
Brand
Vivel
Indian, down to
earth, aspirational
Vivel’s soft packagingAttitudinal : MOD
Behavioural : LOW
Purchase : MOD
PremiumValue for
moneyHigh end
functionality
Soaps: HIGH
Shampoo : MOD
Soft and Gentle
Young and Fresh Brand Equity: Important to understand brand‟s
strengths & weakness.
Vivel needs to give consumers a reason to choose
Vivel as their preferred brand and induce repeat
purchase. This can be done by (1) Providing more
functional benefits (2) Providing more reasons to
use (3)Providing more variety in existing category
(4) Enter into new categories

6. Recommendations
As per our discussion with the consumer, their
“beauty” regime is divided into pre bathing,
during bathing and post bathing activities. We
have tried to categorize our recommendations
according to this beauty regime of our consumer.
 Vivel soap variants with fragrance matching our TG (soft & gentle)and natural
extracts such as Lavender, aqua etc
Recommendat
ions
Target Group
Description
Consumer Needs
addressed
POD Positioning Market Entry
Strategies
Relevance
Aqua Young, energetic, have
a busy lifestyle, yet are
gentle and soft inside.
Ready to experiment in
life.
Softer fragrances
according to their
personalities
Sea minerals A beautiful,
soft and
glowing skin
which gives
you the
confidence to
face the world
Priced similar to
current Vivel
soaps.
Penetration in
existing
markets.
Presence in all
GT & MT
outlets
Lavender Lavender
extracts
Almonds Goodness of
almond oil
Pure No harsh
chemicals
Local
ingredients
(honey,
saffron, gram
flour)
Tried and
tested
ingredients
from
generation
 Vivel shower gels: Highly competitive & direct stretch market.
Recommendat
ions
Target Group
Description
Consumer Needs
addressed
POD Positioning Market Entry
Strategies
Relevance
Vivel Shower
gels (variants
corresponding
to highest
selling soap
variant)
Women who aspire to
upgrade their personal
care habits but are
sceptical mainly
because of the price.
1. An up gradation
in bathing habits at
a reasonable price
(since most shower
gels are priced 75
Rs upwards)
2. Exfoliation &
Body wash
Exfoliation of
dirt and oil
from skin
A beautiful,
soft and
glowing skin
which gives
you the
confidence to
face the world
Priced lesser
than Fiama
shower gels.
Penetration in
metros.
Presence in
bigger GT
outlets & MT
outlets.
 Vivel Repair Solutions: According to our benchmark analysis, Sunsilk was preferred
because of customization of variants for each type of hair. We suggest Vivel to come
up with Vivel Repair Solutions for dry/dyed and damaged hair. Fragrance should
be mild & gentle (though benchmarking analysis)
Recommendat
ions
Target Group
Description
Consumer Needs
addressed
POD Positioning Market Entry
Strategies
Relevance
Vivel Repair
solutions for
dyed/dry/
damaged/
rough hair
Working women,
stressful work life (call
centres) with
dry/damaged/dyed hair
Vivel for
dry/damaged/dyed
hair to provide a
complete repair
solution
No harsh
chemicals.
Milk/natural/p
rotein extracts
Compliment
glowing skin
with silky and
strong hair
Priced similar to
Sunsilk
Target Metros.
Chemists, salons,
bigger GT and MT
outlets.
 Face Wash: Consumer survey revealed that 95% users wash their faces before
application of any creamface wash is the complimentary bundling to a beauty
cream and precedes its application. Fragrance should be mild. The words that have
been associated with the face washing activity are “cleaning”, “refreshing”.
Beauty Regime
Pre bathing During bathing Post bathing
During Bathing

7. Recommendat
ions
Target Group
Description
Consumer Needs
addressed
POD Positioning Market Entry
Strategies
Relevance
Vivel Active
Face Wash
Young, energetic, have
a busy lifestyle, yet are
gentle and soft inside.
Ready to experiment in
life.
Women prefer
using face washes
on their face instead
of soap for “soft
skin”, “lasting
glow” and
“fairness”.
Whitening
and softening
agents with a
lasting glow.
A beautiful,
Soft and
glowing skin
which gives
you the
confidence to
face the world
Benchmark on
Lakme w.r.t
price and
distribution
 Vivel Body Care: After launching the Vivel Face Wash, the next
extension which carries forward the fit with existing portfolio is the
Moisturiser/Body Lotion category. Introducing different variants to
suit different skin types can be contemplated. This can be used as
complimentary post bathing product in harmony with during
bathing activity product soap to further preserve the smooth texture
& colour of skin.
Recommendat
ions
Target Group
Description
Consumer Needs
addressed
POD Positioning Market Entry
Strategies
Relevance
Vivel Body
Care with
moisturizers+
Sunscreen
Young, energetic, have
a busy lifestyle, yet are
gentle and soft inside.
Ready to experiment in
life.
Logical extension
after face wash.
Moisturizing body
is part of daily skin
care routine
Moisturizer+S
PF to give you
a lasting
smooth &
glowing effect
Soft and
glowing skin
which gives
you the
confidence to
face the world
Benchmark
w.r.t. Vaseline
for price and
distribution
 Vivel Deo Sprays: Our consumer surveys have shown the opportunity to enter the
post bathing segment as part of the daily personal care. Name Vivel will be retained
for deosprays with the word “Pro” added for men.
Recommendat
ions
Target Group
Description
Consumer Needs
addressed
POD Positioning Market Entry
Strategies
Relevance
Vivel Ultra
Sensitive
Whitening
Roll On
18-35 Years old urban
women who love to
wear sleeveless
dresses, urban & semi
urban
Whitening
Deodorant
+Fragrance
Whitening
Roll on, 0%
Alcohol
Clean, fairer
underarms
which gives
you the
confidence
Benchmark with
respect to Dove Roll-
On for price.
Presence in all MT
outlets in urban
markets.
Vivel Skin
Lightening
Deodorant
18-28 Years Women,
urban & semi urban
Whitening
Deodorant
+Fragrance
Whitening
spray, 0%
Alcohol
Clean, fairer
underarms
which gives
you the
confidence
Benchmark price w.r.t
Fa. Presence in all
Pharmaceutical stores,
MT outlets in urban &
Semi-urban markets
Vivel-Pro for
Men
16–34 years old young
consumers, urban &
semi urban
48+ Hrs
Protection +
Freshness
48+ Hrs,
Antiperspirant,
Fragrance
The New
Hunk
Benchmark wr.t Axe,
Presence in all
Pharmaceutical stores,
MT outlets in urban &
Semi-urban markets
PHASE 2:
Vivel Hair
Perfume
Women between 16-35
years from Urban
areas.
Protection from
hair odour, hair
knots, lost shine
Alcohol-free
hair perfume
to untangle
hair &
increase shine
Spread your
hair, spread
freshness
Benchmark price w.r.t
Quco. Presence in all
Pharmaceutical stores,
MT outlets in urban &
Semi-urban markets
 Vivel Anti-Ageing cream: This will further the proposition of smooth skin by
keeping the skin wrinkle free of progressive middle aged women (through Brand
identity prism). This can be portrayed as a brand that preserves and furthers beauty.
Competitors such as Olay, Garnier, Neutrogena are extremely high priced (Rs 300
onwards). Create unique positioning through its price.
Recommendat
ions
Target Group
Description
Consumer
Needs addressed
POD Positioning Market Entry Strategies Relevance
Vivel Anti-
Ageing
Urban, middle
aged women.
Soft, wrinkle
free skin at an
affordable price.
Reduces wrinkles
& pigmentation at
affordable price.
Soft and
glowing skin
even in your
30s.
Priced lesser than
competitors. Distribution
at all chemist, GT, MT
outlets
Post Bathing

8.  Hair Removal: Our surveys have revealed that a major activity that instils
confidence in a woman is waxed hairless skin. We have also found that Vivel
is recognized as a brand that takes care of needs of a woman during & post
bathing& hence to become a complete beauty brand there is need to enter pre
bathing segment. The depilatory market is a high growth market in India.
 Presence of few players makes the market potential is immense.
Recommendat
ions
Target Group
Description
Consumer Needs
addressed
POD Positioning Market Entry
Strategies
Relevance
Vivel Hair
removal
Mainly college going,
women who wear
western clothes,
models etc
Hair removal instils
confidence in a
woman.
With
moisturizers to
reduce rashes
& breakouts
after hair
removal.
Soft and
glowing skin
which gives
you the
confidence to
face the world
Pricing lesser
than Veet and
Anne French.
Market
penetration at
all outlets.
Vivel’s communication strategy (based on benchmarking & consumer insights):
 Market entry strategy will also comprise of communication strategy. The path that will be
taken over the next 2-5 years by the given recommendations is in sync with the existing
communication.
 For the Product Communication (Keywords: Informational, functional, aspirational)
Objectives: Highlight novelty of product, leverage knowledge about segment& showcase
product portfolio Key Vehicles : TVC, Innovative packaging & bundling with existing SKUs
 Ingredient branding: For e.g. Vivel Lavender extracts or Vivel pure
 Female celebrity endorser for Vivel shampoos to connect with the female audience.
 Women also liked comparative advertisementsreduced their dissonance, added
credibility to prove that the product is superior to the other products.
 In case of category extensions, product functionality needs to be emphasized, connection
between core benefit &augmented needs to be establishedthrough product trials.
Very High relevance Moderate relevance
Pre Bathing
High relevance
Transformation map of Vivel from a soap/shampoo brand to a beauty brand which provides “Complete Skincare
Experience”

9. References and Appendices
% constant value growth 2010-15 CAGR 2010/15 TOTAL
Body Care 9.0 53.8
- Firming/Anti-Cellulite Body Care 26.3 220.9
-- Premium Firming/Anti-Cellulite Body Care 25.1 206.4
-- Mass Firming/Anti-Cellulite Body Care 27.8 240.4
- General Purpose Body Care 7.1 41.2
-- Premium General Purpose Body Care - -
-- Mass General Purpose Body Care 7.1 41.2
Facial Care 10.3 63.4
- Acne Treatments 7.4 42.8
- Face Masks 4.0 21.8
-- Premium Face Masks 4.7 25.9
-- Mass Face Masks 4.0 21.6
- Facial Cleansers 13.9 91.9
-- Liquid/Cream/Gel/Bar Cleansers 13.9 91.9
-- Facial Cleansing Wipes - -
- Facial Moisturisers 9.1 54.6
-- Premium Facial Moisturisers 13.3 86.6
-- Mass Facial Moisturisers 8.9 53.5
- Lip Care 16.5 114.5
-- Premium Lip Care - -
-- Mass Lip Care 16.5 114.5
- Nourishers/Anti-Agers 20.9 157.8
-- Premium Nourishers/Anti-Agers 14.3 94.7
-- Mass Nourishers/Anti-Agers 22.5 176.3
- Toners 3.6 19.1
-- Premium Toners 5.6 31.3
-- Mass Toners 3.1 16.6
Appendix 1: Forecast Sales of Skin Care by Category: % Value Growth 2010-2015

10. Hand Care 17.8 126.7
- Premium Hand Care - -
- Mass Hand Care 17.8 126.7
Skin Care 10.2 62.5
Source: Euromonitor International from trade associations, trade press, company research, trade
interviews, trade sources
Rs million 2010 2011 2012 2013 2014 2015
Body Care 4,098.5 4,400.6 4,853.6 5,317.0 5,800.2 6,302.4
- Firming/Anti-Cellulite Body Care 286.0 367.0 477.5 605.9 751.8 917.8
-- Premium Firming/Anti-Cellulite Body
Care
163.9 208.8 268.4 337.2 415.1 502.4
-- Mass Firming/Anti-Cellulite Body
Care
122.0 158.2 209.1 268.7 336.7 415.4
- General Purpose Body Care 3,812.6 4,033.6 4,376.1 4,711.1 5,048.4 5,384.7
-- Premium General Purpose Body Care - - - - - -
-- Mass General Purpose Body Care 3,812.6 4,033.6 4,376.1 4,711.1 5,048.4 5,384.7
Facial Care 36,755.9 41,120.4 45,760.4 50,488.9 55,275.3 60,044.7
- Acne Treatments 229.1 245.6 265.7 286.1 306.7 327.2
- Face Masks 1,190.1 1,215.8 1,278.6 1,338.9 1,396.1 1,449.5
-- Premium Face Masks 58.1 59.0 61.8 65.1 68.9 73.2
-- Mass Face Masks 1,131.9 1,156.8 1,216.8 1,273.8 1,327.2 1,376.3
- Facial Cleansers 5,839.3 6,723.6 7,758.0 8,844.0 9,997.1 11,205.0
-- Liquid/Cream/Gel/Bar Cleansers 5,839.3 6,723.6 7,758.0 8,844.0 9,997.1 11,205.0
-- Facial Cleansing Wipes - - - - - -
- Facial Moisturisers 27,212.2 30,269.9 33,317.7 36,338.8 39,276.6 42,064.8
-- Premium Facial Moisturisers 905.3 1,028.8 1,184.3 1,345.3 1,514.9 1,689.6
-- Mass Facial Moisturisers 26,306.9 29,241.2 32,133.4 34,993.6 37,761.8 40,375.2
- Lip Care 197.9 231.7 272.9 319.0 369.8 424.5
-- Premium Lip Care - - - - - -
-- Mass Lip Care 197.9 231.7 272.9 319.0 369.8 424.5
Appendix 2: Forecast Sales of Skin Care by Category: Value 2010-2015

11. - Nourishers/Anti-Agers 1,505.3 1,843.5 2,250.5 2,719.0 3,260.5 3,880.5
-- Premium Nourishers/Anti-Agers 341.2 391.5 453.5 519.5 590.0 664.3
-- Mass Nourishers/Anti-Agers 1,164.1 1,452.0 1,797.0 2,199.5 2,670.6 3,216.2
- Toners 582.1 590.3 617.0 643.0 668.4 693.3
-- Premium Toners 99.3 102.8 108.5 114.9 122.2 130.4
-- Mass Toners 482.8 487.4 508.5 528.1 546.3 562.9
Hand Care 95.9 114.3 136.2 160.7 187.8 217.5
- Premium Hand Care - - - - - -
- Mass Hand Care 95.9 114.3 136.2 160.7 187.8 217.5
Skin Care 40,950.4 45,635.4 50,750.3 55,966.6 61,263.3 66,564.6
Source: Euromonitor International from trade associations, trade press, company research, trade
interviews, trade sources
Brands Products Benefits
Ponds Daily Face Wash Milder than soap
Garnier Light fairness face wash Fairness
Gentle soothing face wash Mildness
Fresh Deep Clean Deep Cleansing
Pure face wash Removes excess oil
Dove Beauty Moisture, Gentle
Exfoliating Facial Foams
Cleanses and Exfoliates
Fair & Lovely Whitening Face Wash Whitening
Brands Products Benefits
Ponds White beauty Skin Lightening
Garnier Essential Care Moisturizing
Dry Skin Relief Nourishing Cold Cream
Fair & Lovely Whitening Face Cream Whitening
Emami Malai Kesar Nourishing Cold Cream
Appendix 3: Competition Analysis – Face Wash
Appendix 4: Competition Analysis – Face Creams

12. Source: Passport by Euromonitor International
Company Name (NBO) Brand (GBO)
Avon Beauty Products India Pvt
Ltd
Avon Black Suede (Avon Products Inc), Avon Little Black Dress (Avon
Products Inc)
CavinKare Pvt Ltd Spinz (CavinKare Pvt Ltd)
Gillette India Ltd Gillette Series (Procter & Gamble Co, The)
Helene Curtis India Ltd, J K Park Avenue (Raymond Ltd)
Henkel India Ltd Fa (Henkel AG & Co KGaA), Fa Men (Henkel AG & Co KGaA)
Hindustan Lever Network DIY (Unilever Group)
Hindustan Unilever Ltd Axe (Unilever Group), Dove (Unilever Group), Rexona (Unilever Group),
Pond‟s
McNroe Chemicals Pvt Ltd Wild Stone (McNroe Chemicals Pvt Ltd)
Menezes Cosmetics Pvt Ltd Old Spice Deodorant Spray (Procter & Gamble Co, The)
Modicare Ltd Essensual (KK Modi Group, The)
Nivea India Pvt Ltd Nivea Deodorant (Beiersdorf AG), Nivea Deodorant for Men (Beiersdorf
AG)
Oriflame India Pvt Ltd Oriflame 24H Active Protection (Oriflame Cosmetics SA), Oriflame
Glacier (Oriflame Cosmetics SA)
Paras Pharmaceuticals Ltd Set Wet (Paras Pharmaceuticals Ltd)
TTK Healthcare Ltd Eva (TTK Healthcare Ltd)
Wipro Ltd Yardley of London (Wipro Ltd)
29%
10%
10%6%
6%
5%
5%
29%
Company Shares (by National Brand Owner) Deodorants -
India -2010
Hindustan Unilever Ltd
Paras PharmaceuticalsLtd
McNroe Chemicals Pvt Ltd
CavinKare Pvt Ltd
Henkel India Ltd
TTK Healthcare Ltd
Nivea India Pvt Ltd
Others
Appendix5: Competitor Analysis for Deodorant
Appendix 6: National Brand Owners and Their Brands

13. Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2007-2010
% Retail Value 2007 2008 2009 2010
Skin Whitening 85.0 84.8 84.0 83.7
Non-Skin
Whitening 15.0 15.3 16.0 16.3
Total 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press,
company research, store checks, trade interviews, trade sources
New players bring in new categories
From the Euromonitor report, we can conclude that deodorant market is solely dominated by
the spray deodorants and roll-ons. “Consumer knowledge of this product is still low. Large
consumer base still uses it as „fragrances‟ on their clothes rather than on their skin. However,
as consumers mature, they are expected to increasingly look for products that provide
secondary benefits, for example, for specific skin types or anti-perspirants, alcohol free
deodorants, etc have been introduced in the market, however, they are still small,” says
Pragya Singh, Principal Consultant, Retail, Technopak.
- Excerpted from http://retail.franchiseindia.com/magazine/2011/july/Trend-setters-in-
deodorant_47-1-4/
Appendix 7: Men’s Grooming Products
Appendix 8: Report on Facial Creams
Appendix 9: Trend-setters in deodorant

14. Vivel Survey
What are the personal care activities do you follow everyday without fail?
 Hair care
 Face cosmetics (Face wash, facials, scrubs, face packs)
 Body care
 Moisturization, cleansing, toning
 Manicure / Pedicure
 Hair Removal
 Other:
What are the most important factors you consider while buying hair & skin care products?
 Brand
 Price
 Natural Ingredients
 Recommendation from friends
 Brand Ambassador
 Fragrance
 Packaging of the product (should be attractive)
 Other:
What properties would you like to see in your soap?
 Pimple clearing
 Long lasting effect of soft/smooth skin
 Sun protection factor
 Should also come in face washes and shower gels
 Should be specially suitable for oily/dry/normal skin types
 Should be specially suitable for all seasons
 Special ingredients (e.g peach, almonds, strawberries, clay, ayurvedic/herbal extracts)
 Other:
Which of the following do you buy for hair care?
 Shampoos+Conditioners (shampoos with conditioners already present)
 Shampoos only
 Conditioners only
 Post wash products (such as Livon)
Appendix 10: Consumer Survey

15.  Other:
What properties would you like to see in your shampoo?
 Customized for each type of hair (silky, curls, wavy)
 Hair fall reduction
 Special shampoo for long hair
 Should not leave my scalp dry
 My hair is coloured/dyed. I need to use different type of shampoo
 Herbal/Ayurvedic/Natural extracts shampoos
 Other:
What is the most important property you want your skin to have?
 Fair
 Smooth
 Glow
 soft
 Other:
Which brand of fairness cream do you use? Skin care
What personal care activity gives you the most confidence? Rank 1-4
1 2 3 4 5
Fair Skin
Waxed Skin
Smelling Good
Washing Hair
What products do you use for your face? Skin care
 Facewash/facepack
 Fairness cream
 Sunscreen
 Mmoisturizers
 Anti-ageing creams
 Uunder eye creams

16.  Lip balm
What products do you use for your body? Skin care
 Moisturizers/lotions
 Talc
 Deodarants
 Hair removal
 Skin whiteners
What Vivel products are you aware of?
What product range comes to your mind when you hear Vivel? Gen
 Soap
 Shampoo
 Face cream
 Other:
According to you, which word is aptly associated with Vivel?
 Soft and gentle (e.g. Rose, lavender)
 Young, fresh (e.g lime, fruit fragrances)
 Energetic, lively (e.g Aqua)
 Seductive, sexy (e.g chocolate)
 Luxury
 Beauty and fairness
 Self confidence
 Other:
What deodorant brand do you use?
 Axe
 Set Wet
 Zatak
 ADIDAS
 NIKE
 Nivea
 Garnier
 Other:
What is the reason to use deodorant?
 Contol body odor & smelling good

17.  Antiperspirant
 Attract Men / Women
 Self confidence
 Other:
Different occasions on which you use deodorant
 I use it everyday
 Physical workouts/sports activities
 Hanging out with friends
 Going out on a date
 Going to College/office
 Other:
What properties would you like to see in your deodorant? Deo- need gap analysis and product
differentiation
 Long lasting protection
 Fragrance suited to my personality (e.g.Fruity, Lemony, Lavender etc)
 Reduce skin pigmentation (specially in underarms)
 Should not leave a burning/itchy feeling
 Lesser expensive than the one I currently use
 Other:
Would you like to buy deodorant from ITC's Vivel?
 Yes
 No
 May be
What should be the name of the deodorant range from ITC?
 Vivel Deo
 Different name other than Vivel
 Other:
Which of the following specialised functional attributes would you like to have for special purposes in new
deodorants?
 Hair Perfume - For nice smelling hair - Alcohol free
 Step In - For controlling foot odour and nice smelling socks
 Other:
What do you recollect when you hear about our product
 Advertisements

18.  It’s taste / smell / flavour / colour / any other attributes
 Our brand ambassador
 Other:
According to you (Word Association)
 ITC Vivel has consistent quality
 Vivel is similar to other soaps on TV. I do not find anything different in Vivel
 Vivel with its different variants (like deo spirit, luxury crème etc), is suitable for my skin type
 Vivel is worth the money I pay for
 Other:
What are the differentiating features of Vivel compared to other existing products? *
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