A case analysis on PURITEEN COSMETICS

Submitted to: Prantosh Banerjee Sir

In partial fulfilment of the Consumer Behavior Course.

Submitted by:

Ansuman Mishra (09)

Kunal Kaushal (24)
Narendra Kumar Shakya (30)
Pravendra Singh(34)
GROUP NO. 3
On July 11, 2016

Case Background
Puriteen, a cosmetics company has acquired a perfume and Cologne Company previously
owned by the Depuys Henri and Marie named the two perfume. Puriteen is looking for
developing a marketing strategy for newly acquired business. Even if its rating is very high in
consumers smell preference tests they still need to develop a brand image to make this
venture successful.
To identify the how the three products advertised is being perceived by the female consumer
Pete Dozier conducted a market research. On the basis of inference drawn from the test
conducted Dozier wanted to base the selection of the advertising concepts for Henry.
Pete Dozier videotaped the advertisement of all three perfume based on three different themes
and showed to all the respondent participated in the research. The first had a sensational
theme (Nako), the second had a romantic theme (Rumans) and the third advertisement had a
prestigious theme (EI Primo). Based on semantic differential scale which were provided to
female respondent, they could able to describe their self and ideal self-concept. And the
above scale could also describe their perception of the three perfume that were presented to
them. The location on which the test conducted were New Orleans, Tallahassee, Atlanta,
Releigh and Memphis. Personal interview was conducted on total of 496 participants.

Analysis
In this case figure 2 represents the profile analysis relating to ideal self-image which
consumers desire to achieve. Table 1,2,3 provides squared differential between perfume
image and consumers ideal self-image which depicts gap between consumer perception and
preference. For effective communication design the selected product image should be able to
shrink the gap between the perceived brand image and ideal self-image.
On the basis of analysis of above mentioned exhibit Nako is the product image which has the
least semantic differential with respect to ideal self-image of consumer as compared to other
two themes. From this we can infer that those who prefers Rumans and EI Primo feel that
features offered by these two brands are not fulfilling their aspiration in terms of achieving
the ideal self-concepts.

Recommendation
On the basis of the above analysis we can conclude that the Nako has the least Semantic
Differential among all the three. This asserts the fact that the Sensational theme is best suited
for Henri. A low value of the semantic differential depicts that the perceived image of the
perfume is nearest to the ideal self-image of the consumer. This makes the sensational theme
better than the prestigious and romantic themes that have the higher value of differential.
Effective media for the marketing plan Table 4 in the case shows that the Nako is the most
preferred brand for the consumer in the age group of 26 to 35 years (94 out of 148 consumers

who chose Nako are in this Age category), so it is recommended to tailor the marketing
strategy keeping in focus the sensational theme and age group of 26 to 35 years.