1.

GILLETTE VENUS
(Listening to Customers)

NEED:
1. Epilating device
2. Should not cut delicate skin
3. Should ensure smooth legs and arms
4. Should cover larger surface area (18 times than man)
5. Bikini line trend
6. Tackle drier skin
7. Reach to 3 different types of hair growing areas
8. Should have good fragrance and moisturizing effect

SURVEY:

1. What should be the most important feature in the epilating

device?
2. What should be modified in the device?
3. Study the unique body dynamics while shaving
4. “Intuition of rival Schick”: Managing competition
5. Are there different categories or type of shavers?
(Prefect shave seekers, Skin pamperers, Pragmatic functionalist
and E-Z seekers)
6. Study changing or evolving needs and preferences in the category
to be relevant in the category
7. What R&D to do to Introduce New Product?

 EXPERIMENTAL RESEARCH
 OBSERVATION RESEARCH
 PRIMARY & SECONDARY RESEARCH
 2. CROCS
(Understanding Consumer Behaviour)

Fashion is fickle and can suddenly become Ubiquitous

PSYCHOLOGICAL

Belief
1. People believe having Fun will help them to Relax and be
Comfortable- “Being You is Fun”

Attitude
1. Independently minded people (they don’t bother for labels or
Brands)-Moxies
2. Non-conformists- “I am what I am”
 3. FEVICOL
(Analyzing Business Market)

Supplier to Manufacturer
(Fragrance and chemical supplier to HUL)
B2B has to be
seen in two ways Manufacturer to other Business Houses
(HUL to Hypercity or DMart)

A) Fevicol supplying to other manufacturers who use adhesives in their

products and buy in large quantities (Furniture manufacturers,
Component manufacturers, Sports goods, Joineries, Book binding
etc.): Industrial Packs of 10 Kg, 20 Kg, 30 Kg, 50 Kg and up to 200 Kg
in Barrels

B)

Initiators
Users
Influencers
Deciders Carpenters, Contractors, Architects and Interior
Approvers Designers
Buyers
Preventers

1. Starting Rurban: for Semi-Rural and Semi-Urban

2. Booklet on furniture designs
3. Fevicol Champions Clubs
4. Vishwakarma day
5. Shramdaan Divas
6. Vriksharopan Divas
7. Pilgrimage, Social, Family activities and Skill enhancement
workshops
Craftsmen for Household buying Packs: 50 grams, 1,2 and 5 Kg pack
 4. CHOTUKOOL
(Introducing New Market Offering)

Basic Premises on which the New Product Idea formed;

1. New Segment consisting of a large base of Non-consumer of a basic
home appliance such as refrigerators in the rural areas –Synergy
with current business.

2. Appliance should work independent of unavailability and

unreliability of electricity.

3. Minimize heat loss in the appliance to reduce both, energy

consumption and operational cost.

4. Appliance should be small, light and portable.

5. Appliance should be affordable as earnings in rural areas is less than

Rs. 300 per day.

6. Need low cost distribution and new kind of financing to make both,
availability of the product in the rural areas and profits for the
company.

Product Design: Thermoelectric chip instead of compressor, 12 Volt DC

current or battery, plastic body, 5 kg weight, portable and Rs.4500/-
Product Delivery: Community Network Distribution and Microfinancing

Prof. Clayton Christensen: Guru of Innovation

Marketing: Philip Kottler
General Management: Peter Drucker
Strategy: Michael Porter, CK Prahalad & Garry Hammel
 5. NIVEA
(Segmentation, Targeting and Positioning)

DEMOGRAPHIC

Men/Women/Children and
Adults with Children

PSYCHOGRAPHIC

ATTITUDE
Concerned Consumers
Sun Avoiders
Conscientious Sun Lovers
Careless Tanners
Naïve Beauty Conscious
Three Main or Broad Consumer Segments
1. Self Tan
2. Primary Sun Care Users
3. Secondary Sun Care Users

BEHAVIOUR

Usage Occasion
Benefit sought

Three Main or Broad Product Segments

1. Self Tan
2. After Sun
3. Protection
 6. TAJ GROUP
(Designing and Managing Services)

Rising new segments of Middle Class (41%) and Luxury Class (24
Million). Surge in Business and Leisure travel in the Domestic and
Foreign travelers. In rushing to realize the emerging market
opportunity Taj, a well-known brand in hospitality, diluted its brand.

Mixed Bag of Brands:

Taj brand known for luxury offered Two Star to Five Star experiences
in its portfolio of hotels addressing different segments under Taj
Umbrella Branding. This led to confusing customer perception and
experiences.

• GAP-1: Gap between management perceptions and consumer

expectations:
Taj Brand stands for excellent services and experience. Therefore, they
can gain quick customer acceptance for their different hotels launched
for different segments.

• GAP-2: Gap between management perceptions and service quality

specifications:
Taj assumed the Taj Brand will ensure acceptable level of services to
meet customer expectation. But the services experienced were
different in different properties of Taj or different from services
expected from a renowned brand Taj.

• GAP-4: Gap between service delivery and external communication:

Taj as a brand stands for certain level of services synonymous with
luxury, heritage and royalty. Communicating all its different hotels
under Taj Brand led customers to disappointment.

Good Case for understanding Segmentation, Targeting and

Positioning.

The Concept of Branded House and House of Brands

 7. GOOD NIGHT
(Setting Product Strategy)

Line stretching – Down Market

To address a gap, need, growth stagnancy

This caselet can also be used to understand;

• Market expansion (Leader Brand)

• Market entry strategy (Not the market leader in the 4 states, 70%
belonged to SEC C/D/E)

• New product development (Efficacy, Economy & Simplicity of

Using)

• STP (Segmentation: SEC C/D/E Targeting: Women in Rural, Small

Town based in 4 States Positioning: Efficacious, Affordable and Easy
to Use- Fattack Se Furr-Gone in a Jiffy)

• IMC ATL & BTL, Communication in Local flavours of identified Target

Markets
 8. PAPER BOAT
(Positioning Market Offering)

Existing Beverage Category:

• Established players
• Aerated Drinks, Fruit based Drinks and Energy Drinks
• Multiple brands and variants
• Huge muscle power in the form of promotional budget
• Brand building efficiency- Umbrella Branding and Individual
Branding Synergy
• Strong hold on Distribution network- attractive through margins &
volume turnover and freebies
• Range of SKU priced affordable to the target market
• Tried and tested product formula and well accepted by TM

SEGMENTATION: Generation that grew up in 80s and 90s, Harried and

Hassled individuals, Trying to reconcile life in an hectic and fast evolving
environment, Yearning for a “Slow Paced Life” etc. (Psychographic and
Behaviour)
TARGETING: Above generation and youngsters in Metro and Class-I cities
POSITIONING: “Taste of Nostalgia” theme

POSITIONING OF 4 Ps in the TARGET MARKET

Product: Ethnic traditional flavor, Unique packing
Price: Premium compared to the other offers in the category
Promotion: Digital, YouTube, Instagram, Face Book, TVCs, Print
Campaign, Food Bloggers, Children’s Day Campaign, Paper Boat tutorial
on Paper Boat making, Post Card writing campaigns in office canteens,
Crisp Nostalgia stories on Pack etc.
Distribution: Corporate, Offices and Institution Canteens, Select stores in
Metro and Class-I cities
 9. LEGO
(Product Life Cycle)
CONSUMER ENGAGEMENTS

1. INTRODUCTION PHASE
• ATTRACTING CONSUMER TRIAL
• CONVERTING CONSUMERS TO THE PRODUCT
• ACHIEVING BUYING CONTINUITY
2. GROWTH PHASE
• INCREASING THE USER BASE
• INCREASING PURCHASE FREQUENCY
• SHIFT FROM PRODUCT AWARENESS ADVERTISING TO BRAND
PREFERENCE ADVERTISING THRO’ CONSUMER ENGAGEMENT
CAMPAIGNS
• EXPLORING LINE EXTENSIONS (INVITING CONTEXT/PRODUCT
IDEAS)
3. MATURITY PHASE
• RETAINING CURRENT USERS
• ATTRACTING NEW USERS
INCREASING USERS
• CONVERT NON-USERS
• ENTER NEW MARKET SEGMENTS
• SNATCH COMPETITOR’S CUSTOMERS
INCREASING USAGE
• MORE FREQUENT USE
• NEW AND MORE VARIED USES
• MARKETING MIX MODIFICATION
REVITALIZATION
• REPOSITION PRODUCT
• ACHIEVE CONSUMER TRIAL AND CONVICTION
• ATTRACT NEW USERS AND NEW USES
4. DECLINING PHASE
• RETARDING ATTRITION IN USER BASE
• ATTRACT LAGGARDS