Choice of Target Segment

Following are our sources for data for arriving at target segment. (i) Secondary data from newspaper articles and published research (ii) Field data from Retailers in Saharaganj Mall, Calling industry expert for key opinions and sales people (Shop Shreeji)

SECONDARY DATA:
According to the secondary research doen through newspaper report the most commonly used criteria for segmentation is age. Mostly we noted that the age of customers using fairness cream was above 15 years of age. About 77% of market share is comprised by people within age range of 15-40. The leading age-group is the 20-29 age group forming 35% of the total fairness cream users followed by the 15-19 age group forming 22% and the 30-39 age group forming 20%.

FIELD DATA:
We approached Hypercity, a leading supermarket chain with a pan-India presence. According to them, more than two-thirds of the customers for fairness creams fall in the age group of 15-40 years.

Phase I: Exploratory Research

CHOICE OF STUDY AND RATIONALE:
In the exploratory research phase, we decided to follow a qualitative approach. The rationale for it arose out of our objective, which was to find out the industry trend in the fairness market and the general characteristics valued by a buyer while purchasing a fairness cream. For qualitative data, we decided to conduct expert interviews. This allowed us to be informal in our interactions which gave us more insights about including some valued based offerings (like anti-ageing, spot removal) in fairness creams.

We conducted two expert interviews. In the first interview, we interviewed Mr. Varun Gupta, Area Sales & Customer Manager at Hindustan Unilever Limited (Transcript in Appendix A). In the second interview, we interviewed Mr. Sadanand Patel, store keeper at Hypercity, Alpha One Mall, Vastrapur (Transcript in Appendix B).

FINDINGS FROM EXPLORATORY RESEARCH:

In our interaction with the two experts we gained insights, which we later used to build our questionnaire. The insights were as follows: the category a proper thought

spectrum. A different positioning is needed to break through the clutter. -vitamins are valued as primary benefits. A pleasant aroma and prevention of allergic reactions and other side-effects are hygiene factors. -protection and acne-removal can enhance product differentiation. If a value proposition like anti-ageing can be built into the fairness cream, then it can be a star product.

of packaging while purchasing a product. -5 brands on average

the few pick up the brand on the basis of in-store display or packaging. Finally, the few who ask, value benefits.