Beruflich Dokumente
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SUBMITTED TO:
SUBMITTED BY:
Rahul Parate
Associate Professor
IMT Nagpur
Section: C2D1
Brand: Spinz
Company: CavinKare
Introduction
Spinz is India's very own brand of perfume. The brand once the market leader had lost out of the
race at one point of time is trying to make a comeback in the fiercely competitive Indian market.
The brand inspired by spin bowling, and hence, called
Spinz, was launched in 1997 as a range of deos and talcs
for women. The brand was an instant hit in the Indian
market was strongly associated with fragrance.
Deodorant comes under personal care category, but
unlike the norm in personal care which is generally
dominated
by
women;
deodorant
market
is
Positioning
Spinz, which covers fragrance range (that is, perfumes and deodorants) and talcum powder, has a
youthful, lively and trendy positioning.
CavinKare saw opportunity for a brand that was reasonably priced and ensured good quality to the
consumers. That gap gave birth to the Spinz brand. Spinz was positioned on the basis of
fragrance. The brand also lived up to the positioning and offered exciting fragrances but priced
reasonably. The brand also experimented with packaging. Cavinkare was the first firm to
popularize sachet in shampoos (Velvette was owned by Cavinkare's founder's father). The
company tried to make perfumes affordable by introducing sachet perfumes for a price of Rs 10.
The company also introduced one time use sachet for Rs 2. All these efforts was to increase the
penetration of the category as such. The brand also tried to create a Spinz day to popularize
perfumes. Feb 12 was marketed as fragrance day but that initiative did not became that popular.
Buoyed by the positive response of Spinz perfumes, the brand extended itself to talcum powders.
The Indian talcum powder market is worth around Rs. 3.5 billion is dominated by Ponds from
HUL. Spinz talcum powder was positioned on the same platform as the perfumes. The brand has
its stronghold in South India.
Spinz perfumes faced lot of problems during early 2000. The reports suggest that the brand faced
lot of packaging issues that prevented it from further growth. In 2005, the brand was rejuvenated.
Cavinkare has put new vigor into the brand. The company has roped in South Indian Film actress
Ms Asin to endorse the brand. In the new avatar, Spinz is being positioned as a young cheerful
modern bubbly brand. The brand retains its positioning based on the fragrance. The brand has
enough space to grow because of its excellent value proposition.
Urban consumers who are well-aware of the use of deodorants have started looking for secondary
benefits from the deodorants, such as anti-perspirant, underarm skin whitening and alcohol-free.
Spinz has targeted the larger young population of the country and in the process it has also added
dynamism and excitement to an erstwhile boring category of talcum powders.
Brand
Target Segment
Positioning
Ultimate Positioning
Path
Ponds DFT
Ponds Magic
Young Women
Fragrance
Spinz
Teenagers
Fragrance
Spinz as a brand that is associated with fun, a positioning that is not taken by anybody in the talcum
market.
and then there are hunter consumers. The bulk consumers belong to the segment of loyalists and
semi-loyalists consumers who like to experiment with new fragrances and packaging.
Brand personality
Spinz is a popular, young and urban brand. The brand symbolizes a person who wants to enjoy life
non stop. Ms. ASIN, has been signed as the brand ambassador as she fits in perfectly to the brand
personality of being young, bubbly and energetic. In 2009, Bollywood diva Genelia as the brand
ambassador replacing Asin. Later on, rising star Parineeti Chopra has been appointed as the new
brand ambassador for Spinz. She embodies and reflects the contemporary girl of today- Fresh Face,
High Spirited, Easy Going and Bustling with Energy.
Young
Modern
Active
Outdoor
Cheerful
Friendly
So Cavinkare may include sensual features in this brand, freshness with sensual behavior.
Although this sensual behavior approach is still not tapped in the women deo segment, it gives a
new edge to the brand. Also this will differentiate the brand compare to competitors.
Clear product innovation to fill the gap, clear advertising communication and a clear win.
Fragrances always talk about attraction that it creates around you. But the difference lies in how
does one goes about communicating that message.