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    MARICO Faceof Market Analysis

    Uploaded by

    Abhishek Bhatnagar
    The document provides a market analysis and recommendations for an FMCG company to address volatile consumer preferences for its brand of fragrances. It finds that consumer loyalty fluctuates between variants within the brand and between brands. It recommends (1) leveraging social media and advertising to showcase each variant's unique personality and build brand equity, and (2) promotional events to expose consumers to new variants. It also suggests innovative retail strategies like travel packs, personalized retailer racks, and combo packs to encourage stocking more variants.

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    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd

    MARICO Faceof Market Analysis

    Uploaded by

    Abhishek Bhatnagar
    44 views3 pages
    The document provides a market analysis and recommendations for an FMCG company to address volatile consumer preferences for its brand of fragrances. It finds that consumer loyalty fluctuates between variants within the brand and between brands. It recommends (1) leveraging social media and advertising to showcase each variant's unique personality and build brand equity, and (2) promotional events to expose consumers to new variants. It also suggests innovative retail strategies like travel packs, personalized retailer racks, and combo packs to encourage stocking more variants.

    Original Description:

    Increase Sales

    Original Title

    Brand Visibility

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    The document provides a market analysis and recommendations for an FMCG company to address volatile consumer preferences for its brand of fragrances. It finds that consumer loyalty fluctuates between variants within the brand and between brands. It recommends (1) leveraging social media and advertising to showcase each variant's unique personality and build brand equity, and (2) promotional events to expose consumers to new variants. It also suggests innovative retail strategies like travel packs, personalized retailer racks, and combo packs to encourage stocking more variants.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    44 views3 pages

    MARICO Faceof Market Analysis

    Uploaded by

    Abhishek Bhatnagar
    The document provides a market analysis and recommendations for an FMCG company to address volatile consumer preferences for its brand of fragrances. It finds that consumer loyalty fluctuates between variants within the brand and between brands. It recommends (1) leveraging social media and advertising to showcase each variant's unique personality and build brand equity, and (2) promotional events to expose consumers to new variants. It also suggests innovative retail strategies like travel packs, personalized retailer racks, and combo packs to encourage stocking more variants.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 3

    MARICO Faceof TEAM : Markoffs

    Market Analysis
     As per the facts of the case - Volatile Consumer Preference
    With regard to our primary research data Secondary Research: Vistas
    Vacillating out of brand
    Reliability
    9
    Primary Research :43
    8
    Brand
    8 7 Longevity Equity
    3
    6

    23
    5 Factors of
    lack of knowlegde about various variants
    12 4 Purchase
    3
    5 Price Ecofriendly
    2
    Brand Loyal
    Vacillating loyalty within brand 1
    Vacillating loyalty out of brand Alcohol
    0 less
    Vasillatting out of brand
    Recommendations on Communications
    As per our analysis core focus should be on communication , the visibility and awareness
    of each variant is critical

    Leverage Social Media Platform


    • Floating Quirky videos with a caricature for each variant set on a personality or string of stories
    • Weekly games like picture/video based questions, connect image to a variant, etc. to award set wet
    hampers

    Advertising
    • Collective commercial advertising of the brand , with each variant showcased as a unique brand in itself
    • Consumer should be able to relate his personality with each variant which will help in building brand
    equity for the entire product portfolio

    Promotional events to garner youth


    •Tie up with college fests and local street festivals wherein people win discount coupons(specific to
    variants) on guessing the right fragrance
    •The discount would lure people to experience new variants, which they otherwise wouldn't switch to
    Innovative Strategies to Push
    Retailer to stock variants

    Pocket size travel packs targeting on the go Personalized racks of the company to
    youth increase shelf space without burdening the Combo packs at reasonable prices would
    retailer influence consumer purchase and push the
    Travel packs would give a first mover
    advantage among the leading brands Increase margin of profit for retailers ,during retailer to house each variant
    nascent stages ,to push sales Combos of two variants can consist of same
    Indian consumers will have the option of Building collaborative relations with retailer: or diferent sized packs, as long as it suits
    trying new fragrance with mini packs in an Shelf Space incentive for retailer to stock the consumer’s budget
    economical way more Set Wet products

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