ABOUT THE CLIENT
Client is a leader in hair care segment.
APPROACH
Quantitative research
PROBLEM STATEMENT
The client’s brand was the largest player in the pure coconut hair oil segment. Client had launched an aromatic lighter oil under the mother brand and wanted to understand how the variant was being perceived by the consumer and what impact it had on their main brand.
OUR SOLUTIONS
F2F interviews in HH: Conducted HH interviews amongst female customers (own as well as competition) to understand the impact of the launch of the new variant.
KEY TAKEAWAYS
Consumer disconnect with the new offering. Newer offering which was denoted contemporary and fashionable was not believed as the mother brand denoted traditional and hair care rather than fashion.
OUTCOME
Led to the understanding that relying on the mother brand was not the best strategy for the new variant.
Changed packaging and communication for the newer variant – with lesser focus on the mother brand.
Helped the new variant stand on its own with a distinct personality of its own. New variant appealed to a different set of consumers and did not cannibalize the mother brand.