Group 4: Srishty (P16012), Kartik Gupta (P16020), Rishi Kharbanda (P16028), Akshay Lal (P16037), Tamal

(P16048)

Case Analysis- Ethnic Consumers Consulting

5C Analysis
Customer: Customers were rural and urban India households who had now evolved in their value
systems and beliefs. Traditionally they saved money but now they were looking for value and were
willing to pay extra for it. They were influenced by the west and were seeking individuality. They
could be classified into 5 groups based on annual household income into deprived (Income<90000),
aspirers (90000-200000), seekers (200000-500000), strivers (500000-1000000) and global
Indians(>1000000)

Company: An FMCG company that manufactured hair oil and fairness cream that needed an
insight into the consumer values that could be used to increase their penetration in the market.
They sought consultancy to identify an area of differentiation based on cultural values and
ritual experiences from which they can benefit when pitched against their competitors.

Competitor: In the fairness creams market, HULs Fair and Lovely Fairness Cream was the
market leader along with a range of multiple offerings like Multivitamin, Ayurvedic, Menz
Activ . It was followed by CavinKares Fairever. Similarly, in the hair oil market, Marico with
its brand Parachute held majority market share. Other big competitors were Dabur and Bajaj.

Context: A multinational client that manufactures fairness cream and hair oil is seeking
consultancy regarding the fairness cream and hair oil market. The consultant looks forward to
get insights about the consumer values, brands association with the consumer values and value
association with different socio-economic classes of consumers. They wish to understand the
dominant cultural values among different categories of socio-economic classes that could be
exploited by brands to differentitae themselves.

Collaborator: Collaborators were the consumers who participated in the consumer survey
conducted by Nitya as it helped in gathering data that provided an important insight into the
consumer values.

Decision Problem
To determine credible frameworks to understand how brands could differentiate themselves
using values unique to the Indian context.

Framework for Positioning:

We are recommending the below framework (middle class and upper class) for the fairness
products to appear as a differentiated brand in the Indian market.

Middle Class
 Group 4: Srishty (P16012), Kartik Gupta (P16020), Rishi Kharbanda (P16028), Akshay Lal (P16037), Tamal
(P16048)

Fairness Cream (Middle Class)

Dominant Dimension Category Roadmap to Indian Context Currents Brands

Values be followed Example

Cooperation Value Society Bank upon Indian market is Boroplus target

through deep rooted highly competitive seekers and strivers
conformity societal while Indian society is and have Amitabh
values for cooperative in nature. Bachan as brand
quick Brands need to make Ambassadar to
connection emotional connect quickly connect to
with the people so as people.
to differentiate among
themselves.

Self-esteem Value Success Link Indians value the Fair and Lovely
and individual products that shows brand underlies the
Growth achievement their success to statement that
with group his/her friends and fairness gives you
cohesiveness family the confidence to
succeed.

Individualism Value Individual Address Indians do not strive Ponds, Himalayas

and individual for individual space target individuals
Family from the but rely on balance and delivers
backdrop of between independent messages of family
family. self and inter- happiness, joy, love
dependent self. and innocence.

Fairness Cream (Upper Class)

Dominant Dimension Category Roadmap to Indian Context Currents Brands

Values be followed Example

Respect for Value Success Link Indians value the Olay focuses on
work and individual products that shows success and
Growth achievement their success to freshness.
with group his/her friends and
cohesiveness family

Innovativeness Value Innovative Project Indians are looking Garnier fairness

and innovativeness for innovative creams focuses on
Creativity of the product products that are additional
whiteness formulas
 Group 4: Srishty (P16012), Kartik Gupta (P16020), Rishi Kharbanda (P16028), Akshay Lal (P16037), Tamal
(P16048)

as a more valuable than and conveys the

differentiator the existing brands same through
commercials.

Gifting Trends Cultural
Tradition Capitalize and Indian society has Bodyshop position
adapt for mass cultivated from time as natural products
penetration. immemorial a strong and offers
traditional heritage hampers/kits
of gifting on special suitable for gifting
occasions and and the products
festivals. are being gifted by
young women to
their friends on
their birthdays.

Hair Oil (Middle Class)

Dominant Dimension Category Roadmap to Indian Context Currents Brands

Values be followed Example

Respect for Value Success Link Indians are habituated Parachute Jasmine
Work and individual to use oil before going Oil position as
Growth achievement to work to appear shining product
with group good. suitable for
cohesiveness professionals and
performers.

Self-esteem Value Success Link Indians always esteem Dabur Amla Hair
and individual for looking good Oil focuses on the
Growth achievement among family/friends longer and stronger
with group and longer hair is one hair that adds to the
cohesiveness such aspect in context individual
of Indian women. confidence.

Individualism Value Individual Address Indians do not strive Bajaj Almond hair
and individual for individual space oil focuses on
Family from the but rely on balance nourishment and
backdrop of between independent vitamins content of
family. self and inter- the oil that addresses
dependent self. individuals
problems.
 Group 4: Srishty (P16012), Kartik Gupta (P16020), Rishi Kharbanda (P16028), Akshay Lal (P16037), Tamal
(P16048)

Hair Oil (Upper Class)

Dominant Dimension Category Roadmap to Indian Context Currents Brands

Values be followed Example

Power Value Society Competition Indian society is not Wella Professionals

distance through and competitive in nature market themselves
conformity cooperation in comparison with as a premium hair
coexists others. Performance oil product that
through consensus is stands out from
underline others in terms of
assumption of the brand value, price
society. and positioning.

Conservatism Value Happiness Create your Indians keep up their Hair Care oil
and own values in happiness. though positioned
adaptability message on Average Indian is a as a premium
positive safe player and takes segment brand, tries
sides of life only calculated risks. to keep up a
conservative
approach when
compared to its
competitors and
advertise on
positive sides of
those things product
brings to life

Utilitarianism Value Adaptability Provides Indians value utility Dove comes to the
value to of product highly. market with Elixir
consumer in The product that hair oil that
unique gives a better utility provides added
utilitarian proposition can utilities of
propositions always command a nourishment and
price premium. shine along with the
other basic features
and hence is able to
charge a premium
on its users