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you happy. Keep your happiness intact, Keep your colours intact. And no other
brand can help you do it as does COLOR CARE.
Brand Name:
Brand Logo:
Packaging:
5C Analysis
Customer Needs:
Customers seek value in niche products in terms of brand value, status,
quality and exclusivity. Color Care aims to satiate their needs in all these regards.
Customers from the compact segment are the primary targets. They are the
ones with comparatively higher income levels. They also desire to associate
themselves with pricy brands. Many a middle income group consumers may also
buy niche products in order to satiate their self-esteem needs. Hence they may
be treated as our secondary targets.
Company Skills:
Since this is a relatively new company it has few challenges viz. weak
supply chain and distribution systems, low brand visibility, stiff competition etc
At the same time there are various opportunities; fresh perspective, unique pitch
and differentiating factors.
Competition:
Indian detergent market is a highly competitive and very price sensitive
market. Color Care is priced almost similar as do the costliest variants of Surf
Excel and Ariel. Surf Excel and Ariel are the major competitors in the compact
segment. The competitors are more or less positioned in a similar way. Color
The target market is mainly the compact segment (higher income levels).
Further the younger population primarily of the age group 15 to 35 and those
living in the urban region will be the target segment. Color Care will be targeted
to males and females alike and to people with all kinds of occupation. Customers
that are value oriented, pleasure oriented and individualistic will also be the part
of target market as Color Care offers all the three; value, sense of pleasure and
individualism.
Product Positioning:
Colours play a vitally important role in the world we live. Colours can sway
thought process, change actions, and cause reactions. The Color Care offers to
protect the love for colours by providing impeccably clean wash with sensual
fragrances and at the same being very delicate on fabric and fabric colour. Color
Care will be rich and a quality product for the rich. Color Care will sell the idea
that people do not buy apparel but they buy colours and Color Care will help
keep those colours intact. Colours will never fade if Color Care is put into regular
use. This brand will also bring in fresh perspectives among the customers by
being the first detergent powder brand that comes with deodorant style pitch for
the fragrances. The fragrances Lavender and Musk breathe sensuality through
the fabric and are so strong that they obviate the use of perfumes/deodorants.
Color Care aims to associate with freshness, youthfulness and individualism
through advertisements and unique packaging design that is sure to stand out
from the clutter. Color Care comes with natural ingredients and natural cleaning
agents and helps keep the colours intact naturally. It will be positioned as a
brand that delivers value to customers through unmatchable quality and
exclusivity. Color Care stands for passion for
colours
and it will be promoted in a way that references
the world
of high fashion, rather than the traditional 'gharelu'
laundry
detergent ads.
Marketing Mix
Product:
The Color Care offers impeccably clean wash with sensual fragrances. Its
very delicate on fabric and fabric colour and equally harsh on all kinds of stains.
Color Care is developed to protect the colour of the fabric with extreme care and
ensures bright new look after each wash. Color Care will be made widely
available across all cities in India but will be available only in select outlets of
good repute. Bloggers, product reviewers and new consumers will be the word of
mouth references. There will be different package sizes and fragrance variants
for each packet size.
Place:
Product information will be freely and easily available to anyone and
everyone on the internet. Also, the sales executives at the supermarkets and
shopping malls will be trained to give crisp and adequate information to the
customers. Utmost care will be taken to ensure premium quality and as
mentioned earlier, different sizes and fragrance variants will be made available.
On the website, stain guide, label guide, fabric guide and wash tips will be given
as a part of after sale service. Color Care will be available at reputed leading
stores, supermarket chains and at the shopping malls.
Pricing:
Musk fragrance is to be priced little higher than that of Lavender
fragrance. Color Care customers will pay a premium bearing in mind the total
product concept. The pricing plans are as mentioned below:
Lavender
Musk
200g
300g
500g
1kg
Rs. 44
NA
Rs. 66
Rs. 69
Rs. 105
Rs. 110
Rs. 205
Rs. 212
Musk fragrance variant will not be sold in packet sizes smaller than 300g.