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Super Vasmol 33 Kesh Kala

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by

Mohit Hirlekar

on 2 November 2014

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Transcript of Super Vasmol 33 Kesh Kala


Background of the research study
Research Objectives
Whom did we speak to?
Key Insights
Benefits and drawbacks of modern hair colouring products
FINDINGS
Due to high penetration of television, people are aware of the new brands of FMCG products which come into the market.

Black hair makes women feel confident and beautiful at
social gatherings

For majority of the people, Vasmol was synonymous with regular hair oil and this could be used as a product differentiator

In our research findings, we found that a lot of people thought of Vasmol to be a hair oil, so we suggest that it could be used that as a product differentiator

We want people to imagine a hair dye with same benefits of oil as the product form is oil based

We would suggest that this proposition could be used for both the genders and if executed correctly, it can be in line with the brand image that Vasmol has.

To understand the consumer behaviour towards hair colouring products

To come up with a campaign theme based upon consumer insights.

Benefits of competitive brands, such as Godrej and Indica
Quotes from the respondents
Based on Jim Harvey's speech structures
Rural women between the age of 28 and 35 years
Male members of the households visited

What is the need to talk to men when the TG constitutes only women?
Grocers
Village Sarpanch, Anganwadi

High authority, influential and most respected individuals/families in the villages visited
LANDSCAPE
The city of bangles
PEOPLE'S BEHAVIOUR
People in Firozabad were inviting and excited to answer questions
PRODUCTS OBSERVED AT THE GROCERY STORE
The most attention grabbing products at any grocery store were hair dyes
SOCIETAL PRESSURES
Women in the villages were extremely conscious about their "ghunghat", but were very assertive about their purchase decisions
FIROZABAD
Region: Agra Division
"Chandwar Nagar" of the ancient times

MANGALORE

Region: Tulunadu
The birthplace of the Neer Dosa
LANDSCAPE
The city of clean beaches, endless greenery and the tallest coconut trees
PEOPLE'S BEHAVIOURS
People were extremely welcoming and carried on with the interview despite a language barrier
PRODUCTS OBSERVED AT THE GROCERY STORE
A typical Mangalorean grocery store
SOCIETAL PRESSURES
Some communal pressures faced by Mangaloreans
BHAVNAGAR
Region: Saurashtra
The former princely state of the West
LANDSCAPE
PEOPLE'S BEHAVIOUR
People were very excited and enthusiastic to answer questions
PRODUCTS OBSERVED AT THE GROCERY STORE
SOCIETAL PRESSURES
KEY INFORMATION AREAS
Most often used brands (Shampoos, soaps and oils)
Chik
Vatika
Pantene
Lux
Dove
Mustard
Vatika
Dabur Amla
Shampoos
Soaps
Oils
What are the traditional hair colouring methods used by women?
MEHENDI
Homemade
Branded
Henna plants put up near the entrances of several houses. Plants are maintained by everyone in the house; not only by the women

Mainly included
hari mehendi
(green) and
laal mehendi
(red)
Purchase decision of branded mehendi was mainly affected by references from family and friends and by television commercials

Major brands:
Nupur, Nisha, Kaveri and Prem Dulhan
What are the modern hair colouring methods used by the women?
People were open to
experiment
with hair colour which was not possible in traditional methods
People were influenced with the
new trends in the market
Major Modern day hair colouring brands used by women in villages around Firozabad:
Godrej Expert
Indica Hair Dye
Garnier Color Naturals
Most often used brands (Shampoos, soaps and oils)
Clinic Plus
Dove
Double V
Dabur Amla
Shampoos
Soaps
Oils
Lux
Lifebuoy
Pantene
Kesh King
What are the traditional hair colouring methods used by women?
MEHENDI
Branded
Branded mehendi is being used in households since a long time. People in the villages aren't really affected by external factors when it comes to purchase of branded mehendi

Major brands:
Mahuri, Nupur and Nikhar
What are the modern hair colouring methods used by women?
Most of the women were working and used hair colouring methods to
cover their greys
Being in a social environment, the women feel
confident and nice
about having black hair

Due to
time constraint
they used modern methods

Major Modern day hair colouring brands used by women in villages around Bhavnagar:
Godrej Expert
Indica Hair Dye
Most often used brands (Shampoos, soaps and oils)
Chik
Sunsilk
Chandrika
Parachute
Local Hair Oil
Shampoos
Soaps
Oils
What are the traditional hair colouring methods used by women?
MEHENDI
Homemade
Branded
Natural henna is derived either from private henna plants or from the jungle that the houses were located in


Very few women used branded mehendi. Most of the branded mehendi recommendations originated from parlours

Major brands:
Nupur, Shama and Nikhar
What are the modern hair colouring methods used by the women?
KEY INFORMATION AREAS
Lux
People in South had lovely long hair and it was
important for them to have black hair

People encouraged colouring hair so that the
black colour is maintained


Ease of use and time constraint
were also reasons why people went for Modern Methods

Major Modern day hair colouring brands used by women in villages around Mangalore:
Godrej Expert
Indica Hair Dye
Garnier Color Naturals
KEY INFORMATION AREAS
As compared to other modern hair colouring brands, Vasmol does draw a few limitations that hinder trial of the product and could lead to consumer dissatisfaction
BACKGROUND OF HAIR DYE IN INDIA
The term ‘dye’ is derived from an old English word
‘daeg’
meaning
‘colour’.


Recognition of Indian dyes in the world market as early as 500 B.C can be found out by the Indian dye-drug used in Egypt.

Ease of application
One time application
Blackens the hair
Colour
variants
Long lasting effect
"I like Vasmol as it is an oil based colouring dye and hence convenient to use."
- Hasanabba, Mangalore
"Vasmol leads to more hair whitening"
- Several women
"It leads to more hair fall."
- Several women
"I do not believe that it is a natural product."
- Several women
“Vasmol is a hair oil and not a dye”.
- Geeta ben, Bhavnagar
"It leads to eye irritation and headache."
- Kailash ben, Bhavnagar
"I do not believe in Vasmol claims and would never recommend it to anyone."
- Alpana, Bhavnagar
Beauty Parlour Owner
"Vasmol leads to swelling of the face and eye irritation."
- Manju, Firozabad
"I would prefer the 15 minute method"
- Kamlesh, Firozabad
"It bleached my natural hair. "
- Sarita Devi, Firozabad
"I have used it once, but it was not effective. So, I switched to Garnier."
- Meenakshi, Mangalore
"Vasmol leads to itching and rough hair."
-Molly D'Souza, Mangalore
Diamond factories, wide agricultural lands and a lot of dust were the most peculiar observations
Double V- The best selling hair soap
1. People were very
humble and polite
and were willing to let us in their houses and give us interviews

2. Majority of the households had
television

3. People were
not averse
to using hair colour products thus the category is well developed

4. Hair colouring products is a very large market
for men

5.
Godrej
was Top Of the Mind response for hair colour product

6.
Vasmol did not feature in the top three brand recall for hair colouring products

7. It is perceived by people that dyes are powder based and have to be
mixed with water before application

8. In a lot of cases, Vasmol was perceived to be an
oil rather than an oil based hair colouring dye

9. Vasmol’s communication focuses upon it being a natural product free from chemicals
but it was not believed by people

10. People did not understand the concept of
Ayurprash even after showing the advertisement

11. People prefer instant results which is
not delivered by Vasmol’s multiple application method for dark black hair

12. People
don’t read instructions
and didn’t know about its application for
three consecutive days

13. Upon informing them, they thought it to be a
cumbersome activity

14. Lapsers of Vasmol had lot of complaints with the product and
would not recommend it to anyone

15. People who were using dyes like
Godrej and Indica
were
very happy
with their products and
didn’t want to switch to any other brand.

The concept of Ayurprash in their advertisements needs to be simplified
SCQA Approach for Vasmol
The brand is witnessing a
single digit growth YOY
and the category is almost reaching a
plateau level
The primary reason for stagnancy in the category is
introduction of several new age products
in the market. The
product usage time
is the big barrier in adoption – results are visible after
3 days
instead of
30 minutes
of instant dyeing products.
What should be the
new campaign theme
based on qualitative research ?
A
NEW
CAMPAIGN THEME.
The Indian hair color market is worth
Rs 1800 crores
and has witnessed a growth of
15-20%
every year in the last decade.

One of the largest segments is powder hair color or hair dye which due to its ease of use, consists of 45-50% of the market and is growing at 15% annually

Super Vasmol 33 Kesh Kala was launched as Vasmol Emulsified Hair Darkener in 1957.

In 1990, Super Vasmol 33 Kesh Kala was introduced with a new advanced formulation and further improvements include the addition of Ayurprash, a combination of rare herbs in 2004, along with Almond Protein being added in 2010.

Super Vasmol 33 Kesh Kala is also one of the few oil-based hair dyes and requires no mixing during application.

DRIVERS OF THE INDIAN DYE INDUSTRY
- Today the consumer not only needs cover grey hairs but also to look presentable and stylish and to feel better and has become a fashion statement, especially for the young and trendy

- Rise in affordability, media penetration and increase in fashion consciousness among both women and men

- Availability of products especially the premium brands in the reach of consumers.

Drawbacks of competitive brands
Leads to rough and brittle hair
Causes split ends
Skin
irritation
GAAV KI YAADEIN
MANGALORE!
FIROZABAD!
BHAVNAGAR!
THANK YOU !
Full transcript