Post on 16-Nov-2014
Hamam Bathing Soap
Niches; segmentation & sub segmentation.Behavioral analysis and monitoring
Pr.Dr. Ravi Shanker Jaypee BS & Ivan Coste Maniere CERAM BS Sophia Antipolis France
Introduction• Name comes from the
Arabic/Persian/Hindi word “Hammam” which refers to a public bathing establishment in the middle-eastern countries
• Brand of soap initially marketed by the Tata Oil Mills ( TOMCO)in 1934
• Bought over by Hindustan Unilever Ltd in 1992
• Turnover of 60 million USD
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About the Brand
• Assurance of being a soap which is “safe on skin”• Manufactured in modern soap plants • Contains polyols-Good moisturizers• Made from a blend of vegetable oils• Palm oil and coconut oil mixed in the right
proportion• Gives lather which is stable and can effectively
remove oil, dirt from the surface of the skin.
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Totally Safe !!
• Toxicologically cleared by, the Safety and Environment Assurance Center, (SEAC) Unilever
• Meets all requirements mandated by IFRA (International Fragrance Association)
• Satisfies all the requirements of Toilet Soap Grade II as per Bureau of Industrial Standards of India (IS 2888: 2004)
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Source: ACNeilson
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A special status in the Unilever Portfolio
• Highly brand region specific brand – 70% of sales from the state of Tamil Nadu
• By far the biggest brand in Tamil Nadu, bigger than the next two put together
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User Self-Image • Young woman, young man• Attractive ( personality )• Adjusting, takes things easy• Caring about family and outsiders• ‘Proper’; sticks to time• Respected and respects others• Belong to a middle class• Friendly • Even if she is a working woman she is rooted in good values • Has an ambition, wants to study further, wants to be a doctor, teacher, engineer• Good mother; sets example for others• Instills good values in child• Safeguards child, keeps self and child healthy• Neither too traditional nor too modern
WISE, RESPECTED AND ROOTED IN IMPORTANT TRADITIONSAND YET STRIVING TO MOVE UP IN LIFE
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India Variant PositionPersonal Wash
Jai Jasmine
Cinthol Original
Fair Glow
Moti - Rose
Lifebuoy Plus
Imperial Leather
Lux International Green
Camay Milk Cream
Chandrika
Palmolive Naturals
Jai Lime
Nirma Bath
Liril
Lux
Breeze
Dettol
Lux Bio Moisturisers
MedimixLifebuoy Gold
Camay InternationalLux Sunscreen
Moti Sandal
Lifebuoy
Cinthol Lime Fresh
Dove
Savlon
Mysore Sandal
Godrej No. 1 - Rose
Hamam
Nima Rose
PearsMargo
Rexona Coconut
Palmolive Extra Care
Cinthol International
Nirma Lime
Nima SandalNirma Beauty
Dettol Extra
Rexona Sandal
Santoor
VITALITYDynamismGearing Up
AllureEmpowered confident
CONTROLAdmiration
CompetenceAt one's best
SELF AFFIRMATIONAssert status,
identitySuperiority
Pride
BELONGINGWell BeingHarmonyHealth
Comfort
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Devoted, Balanced woman = Belonging
WANTS TO BE SEEN AS
Practical, Sensible
Balanced – self needs with family
Down to earth, Straightforward
Warm, approachable (friendly)
Dutiful, responsible
WANTS TO FEEL
Assured of self and family’s well being
Balanced, in Harmony
Cleansed, Clean
Appreciated by those around her
Pretty for her partner
Pampered, Rewarded
TOUCH POINTS
Presentable looks
Her family’s/ partner’s pride in her
Appreciation, Belonging
Empathizing with her life around her family
Contentment, At ease with self and the world
Values Trust, Commitment – that reflect her loyalty
•Personal Wash : Likely to buy the same brand for self and family. Will opt for the family health brands.
Belonging
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Devoted, Balanced woman = Belonging
Seeks a brand that helps her..
Balance her own identity with her role in the family.
Make family/others feel proud of her
Beauty that wins appreciation, makes her feel accepted
A TRANSFORMATION THAT
Helps her take care of herself, so that she can take care of others better
Helps her feel relaxed, at ease with self and the world
Benefits
Normal skin
Youthful, not old (for acceptance)
Prevention of Problems
Functionality
Anti aging
Nourishment (maintenance & preservation)
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Beauty/ Feel Good 29%
It makes me look youngerIt makes the skin look fairer/whiterIt makes me feel relaxed/ de-stressedMakes me feel feminineIt makes me feel pamperedIt improves the elasticity/ firmness of my skinMakes me feel specialIt makes me feel attractive
Attractive/ Good In Use 27%
The soap has a nice colourIt has an attractive packagingIt has a creamy latherIt is gentle /mild on skin
Everyday Use/ Freshness 23%It is a popular brandIs economical to useIt is meant for every day useIt removes perspiration odourIt is suitable for all year round useHas a pleasant fragrance
Protection 13%It is a medicated product
Special Use 8%
It is especially for women/ suitable for womenIs meant for special occasions like festivals and marriagesIt has the feminine details that only women value
What drives her Perception of a Soap Perceptual Drivers*- All India
* Competitive Environment of Personal Wash Market in India
Importance Of Drivers By Segment Buyership
* Most Often buyers of Beauty Segment Soaps** Most Often buyers of Health segment Soaps*** Most Often buyers of Natural mix/ Herbal Soaps
Beauty* Health** Natural Mix/Herbal ***
% % %
Beauty/ Feel Good 29 26 31
Attractive/ Good In Use 28 25 25
Everyday Use/ Freshness 23 24 20
Protection 10 17 16
Special Use 9 8 8
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Drivers of Preference
Value for money is the overwhelming top driver
PerceivedQuality
Relative Price (log scale)
Price Sensitivity Coefficient : 0.49
Value Line - Overall
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90
100
110
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150
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60 70 80 90 100 110 120 130 140 150 160 170 180 200 220 240 260 280
Breeze
Cinthol
Godrej No.1 Lifebuoy
Lux
Medimix
Mysore SandalNima
Nirma
PearsRexona
Hamam
Value
HIGH VALUE
LOW VALUE
Perceived Value
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Competitive Strength• Natural ingredients; mint, tulsi, neem, aloe vera
– Do good– Clarity on the relevance of each for skin; neem is antiseptic, tulsi is anti allergenic, mint is
cooling, aloe vera lends beauty– Does not appear like an over promise– Cues natural beauty
• Long standing presence in the market place– Heritage value– Experienced– Reliable– A number of positive experience stories
• Positive skin benefits– Skin protection– Removes and prevents rashes, pimples and allergies
• Mild herbal fragrance– Reassures on presence on herbal ingredients– Not overpowering, hence appealing
• No side effects– For all ages– Appropriate for all family usage
• Affordable and value for money• Family soap connotations
– Promises health benefits relevant to all family members• Recommended by doctors
– Heightens trust on brand
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HAMAM ARCHETYPE:
SAGE
THE PURIFYING BATH
Brand Image Inventory
• Protective • Real world
• Strong sense of correctness• Enduring• Honest
• Balanced• Comfortable with self
• Knows what is best for me• Problem solver
• Makes credible promises• Integrates with me• Spiritually evolved
• Not very expressive but has inner strength
User Image Inventory
• Derives her identity from her traditions and culture
• Real and relatable• Has substance
• Does not believe in external frills• Value driven
• Balanced approach to life
Benefit/Value Inventory
• Skin health that derives from herbal protection
• Problem solution• Hygiene
• Freshness• Assurance that it keeps
promises• Problem free skin
• Freedom from pimples, rashes, allergies
• Trusted product that can be passed down to next generation• Fearless usage experience
Emotional/Sensorial Inventory
• Protected • Cared for
• Refreshing experience• Free of negativity
• Revival of the spirit• Comforted• Complete• Balanced
• In control, without fear• Cooling, calming
Product Inventory
• Herbal• Neem, Aloe vera • Honest promises
• Affordable• Gentle
• No side effects• Balanced,
• Green colour• Problem free skin
• Odour and sweat control
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Kapferer’s Prism
Physical Characteristics•Natural Ingredients - tulsi, neem, Aloe Vera•Green
PersonalitySage-eternal, time-tested wisdom, thoughtful, poised resilient
CultureTraditional Indian
Reflection• Youthful• Charismatic• Victorious over Time
Mentalization• Comforted• Complete• Balanced• Calm
RelationshipTrust
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