Hamam Bathing Soap
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Hamam Bathing Soap Niches; segmentation & sub segmentation. Behavioral analysis and monitoring Pr.Dr. Ravi Shanker Jaypee BS & Ivan Coste Maniere CERAM BS Sophia Antipolis France
Introduction • Name comes from the Arabic/Persian/Hindi word “Hammam” which refers to a public bathing establishment in the middle-eastern countries • Brand of soap initially marketed by the Tata Oil Mills ( TOMCO)in 1934 • Bought over by Hindustan Unilever
2
About the Brand • Assurance of being a soap which is “safe on skin” • Manufactured in modern soap plants • Contains polyols-Good moisturizers • Made from a blend of vegetable oils • Palm oil and coconut oil mixed in the right proportion • Gives lather which is stable and can effectively remove oil, dirt from the surface of the skin.
3
Totally Safe !! • Toxicologically cleared by, the Safety and Environment Assurance Center, (SEAC) Unilever • Meets all requirements mandated by IFRA (International Fragrance Association) • Satisfies all the requirements of Toilet Soap Grade II as per Bureau of Industrial Standards of India (IS 2888: 2004)
4
Source: ACNeilson
5
A special status in the Unilever Portfolio • Highly brand region specific brand – 70% of sales from the state of Tamil Nadu • By far the biggest brand in Tamil Nadu, bigger than the next two put
6
7
8
9
User Self-Image • • • • • • • • • • • • • •
Young woman, young man Attractive ( personality ) Adjusting, takes things easy Caring about family and outsiders ‘Proper’; sticks to time Respected and respects others Belong to a middle class Friendly Even if she is a working woman she is rooted in good values Has an ambition, wants to study further, wants to be a doctor, teacher, engineer Good mother; sets example for others Instills good values in child Safeguards child, keeps self and child healthy Neither too traditional nor too modern
WISE, RESPECTED AND ROOTED IN IMPORTANT TRADITIONS AND YET STRIVING TO MOVE UP IN LIFE
10
India Variant Position Personal Wash
VITALITY Dynamism Gearing Up Allure Empowered confident
Dove Imperial Leather
Lux Fair GlowLux International Green
Santoor Mysore Sandal Nima Sandal Cinthol Lime Fresh Nirma Beauty Camay International Lux Sunscreen Liril SELF Palmolive Extra Care Cinthol Original Moti Sandal Palmolive Naturals AFFIRMATION Hamam Lifebuoy Gold Moti - Rose Assert status, Rexona Coconut Chandrika Jai Jasmine Medimix identity Godrej No. 1 - Rose Jai Lime Rexona Sandal Breeze Superiority Margo Lux Bio Moisturisers Pears Pride Cinthol International Savlon
CONTROL Admiration Competence At one's best
Lifebuoy Plus Dettol Camay Milk Cream Nirma Bath
BELONGING Well Being Harmony Health Comfort
Nirma Lime Nima Rose Dettol Extra
Lifebuoy
11
Devoted, Balanced woman = Belonging WANTS TO BE SEEN AS
TOUCH POINTS
Belonging
Practical, Sensible
Presentable looks
Balanced – self needs with family
Her family’s/ partner’s pride in her
Down to earth, Straightforward
Appreciation, Belonging
Warm, approachable (friendly)
Empathizing with her life around her family
Dutiful, responsible
Contentment, At ease with self and the world
Values Trust, Commitment – that reflect her loyalty
WANTS TO FEEL
Assured of self and family’s well being
Balanced, in Harmony
Cleansed, Clean
Appreciated by those around her
Pretty for her partner
Pampered, Rewarded
•Personal
Wash : Likely to buy the same brand for self and family. Will opt for the family health brands. 12
Devoted, Balanced woman = Belonging Benefits
Seeks a brand that helps her..
Normal skin
Youthful, not old (for acceptance)
Balance her own identity with her role in the family.
Make family/others feel proud of her
Beauty that wins appreciation, makes her feel accepted
Prevention of Problems
Functionality
Anti aging
Nourishment (maintenance & preservation) A TRANSFORMATION THAT
Helps her take care of herself, so that she can take care of others better
Helps her feel relaxed, at ease with self and the world
13
What drives her Perception of a Soap Perceptual Drivers*- All India
Beauty/ Feel Good 29% It makes me look younger
It makes the skin look fairer/whiter It makes me feel relaxed/ de-stressed Makes me feel feminine It makes me feel pampered It improves the elasticity/ firmness of my skin Makes me feel special It makes me feel attractive
Special Use 8% It is especially for women/ suitable for women Is meant for special occasions like festivals and marriages It has the feminine details that only women value
Protection 13% It is a medicated product
Everyday Use/ Freshness 23% Attractive/ Good In Use 27% The soap has a nice colour It has an attractive packaging It has a creamy lather It is gentle /mild on skin * Competitive Environment of Personal Wash Market in India
It is a popular brand Is economical to use It is meant for every day use It removes perspiration odour It is suitable for all year round use Has a pleasant fragrance
Importance Of Drivers By Segment Buyership Beauty*
Health**
%
%
Beauty/ Feel Good
29
26
31
Attractive/ Good In Use
28
25
25
Everyday Use/ Freshness
23
24
20
Protection
10
17
16
9
8
8
Special Use
* Most Often buyers of Beauty Segment Soaps ** Most Often buyers of Health segment Soaps *** Most Often buyers of Natural mix/ Herbal
Natural Mix/ Herbal *** %
15
Drivers of Preference
Value for money is the overwhelming top driver
Perceived Value Value Line - Overall Perceived Quality
Price Sensitivity Coefficient : 0.49
160
LUE
150 140
A HV
HIG
130 120
Godrej No.1
110
Lifebuoy
100 Nirma
Hamam
Cinthol
Breeze Rexona
Medimix
e
80 70
E
W
LO
60 60
Pears
Valu
90
Mysore Sandal
Lux
Nima
70
80
90
LU VA
100 110 120 130 140 150160170180
200 220 240 260 280
Relative Price (log scale)
17
Competitive Strength •
•
•
•
•
• • •
Natural ingredients; mint, tulsi, neem, aloe vera – Do good – Clarity on the relevance of each for skin; neem is antiseptic, tulsi is anti allergenic, mint is cooling, aloe vera lends beauty – Does not appear like an over promise – Cues natural beauty Long standing presence in the market place – Heritage value – Experienced – Reliable – A number of positive experience stories Positive skin benefits – Skin protection – Removes and prevents rashes, pimples and allergies Mild herbal fragrance – Reassures on presence on herbal ingredients – Not overpowering, hence appealing No side effects – For all ages – Appropriate for all family usage Affordable and value for money Family soap connotations – Promises health benefits relevant to all family members Recommended by doctors – Heightens trust on brand 18
Product Inventory Emotional/Sensorial Inventory
Herbal • Neem, Aloe vera • Honest promises • Affordable • Gentle • No side effects • Balanced, • Green colour • Problem free skin Odour and sweat control •
Brand Image Inventory Protective Real world • Strong sense of correctness • Enduring • Honest • Balanced • Comfortable with self • Knows what is best for me • Problem solver • Makes credible promises • Integrates with me • Spiritually evolved • Not very expressive but has inner strength •
•
•
Protected • Cared for • Refreshing experience • Free of negativity • Revival of the spirit • Comforted • Complete • Balanced • In control, without fear • Cooling, calming •
HAMAM ARCHETYPE: SAGE THE PURIFYING BATH
Benefit/Value Inventory •
User Image Inventory Derives her identity from her traditions and culture • Real and relatable • Has substance Does not believe in external frills • Value driven • Balanced approach to life
•
•
•
Skin health that derives from herbal protection • Problem solution • Hygiene • Freshness • Assurance that it keeps promises • Problem free skin Freedom from pimples, rashes, allergies • Trusted product that can be passed down to next generation 19 • Fearless usage experience
20
Physical Characteristics •Natural Ingredients tulsi, neem, Aloe Vera •Green
Relationship Trust
Personality Sage-eternal, timetested wisdom, thoughtful, poised resilient
Kapferer’s Prism
Mentalization • Comforted • Complete • Balanced • Calm
Culture Traditional Indian
Reflection • Youthful • Charismatic • Victorious over
21
Introduction • Name comes from the Arabic/Persian/Hindi word “Hammam” which refers to a public bathing establishment in the middle-eastern countries • Brand of soap initially marketed by the Tata Oil Mills ( TOMCO)in 1934 • Bought over by Hindustan Unilever
2
About the Brand • Assurance of being a soap which is “safe on skin” • Manufactured in modern soap plants • Contains polyols-Good moisturizers • Made from a blend of vegetable oils • Palm oil and coconut oil mixed in the right proportion • Gives lather which is stable and can effectively remove oil, dirt from the surface of the skin.
3
Totally Safe !! • Toxicologically cleared by, the Safety and Environment Assurance Center, (SEAC) Unilever • Meets all requirements mandated by IFRA (International Fragrance Association) • Satisfies all the requirements of Toilet Soap Grade II as per Bureau of Industrial Standards of India (IS 2888: 2004)
4
Source: ACNeilson
5
A special status in the Unilever Portfolio • Highly brand region specific brand – 70% of sales from the state of Tamil Nadu • By far the biggest brand in Tamil Nadu, bigger than the next two put
6
7
8
9
User Self-Image • • • • • • • • • • • • • •
Young woman, young man Attractive ( personality ) Adjusting, takes things easy Caring about family and outsiders ‘Proper’; sticks to time Respected and respects others Belong to a middle class Friendly Even if she is a working woman she is rooted in good values Has an ambition, wants to study further, wants to be a doctor, teacher, engineer Good mother; sets example for others Instills good values in child Safeguards child, keeps self and child healthy Neither too traditional nor too modern
WISE, RESPECTED AND ROOTED IN IMPORTANT TRADITIONS AND YET STRIVING TO MOVE UP IN LIFE
10
India Variant Position Personal Wash
VITALITY Dynamism Gearing Up Allure Empowered confident
Dove Imperial Leather
Lux Fair GlowLux International Green
Santoor Mysore Sandal Nima Sandal Cinthol Lime Fresh Nirma Beauty Camay International Lux Sunscreen Liril SELF Palmolive Extra Care Cinthol Original Moti Sandal Palmolive Naturals AFFIRMATION Hamam Lifebuoy Gold Moti - Rose Assert status, Rexona Coconut Chandrika Jai Jasmine Medimix identity Godrej No. 1 - Rose Jai Lime Rexona Sandal Breeze Superiority Margo Lux Bio Moisturisers Pears Pride Cinthol International Savlon
CONTROL Admiration Competence At one's best
Lifebuoy Plus Dettol Camay Milk Cream Nirma Bath
BELONGING Well Being Harmony Health Comfort
Nirma Lime Nima Rose Dettol Extra
Lifebuoy
11
Devoted, Balanced woman = Belonging WANTS TO BE SEEN AS
TOUCH POINTS
Belonging
Practical, Sensible
Presentable looks
Balanced – self needs with family
Her family’s/ partner’s pride in her
Down to earth, Straightforward
Appreciation, Belonging
Warm, approachable (friendly)
Empathizing with her life around her family
Dutiful, responsible
Contentment, At ease with self and the world
Values Trust, Commitment – that reflect her loyalty
WANTS TO FEEL
Assured of self and family’s well being
Balanced, in Harmony
Cleansed, Clean
Appreciated by those around her
Pretty for her partner
Pampered, Rewarded
•Personal
Wash : Likely to buy the same brand for self and family. Will opt for the family health brands. 12
Devoted, Balanced woman = Belonging Benefits
Seeks a brand that helps her..
Normal skin
Youthful, not old (for acceptance)
Balance her own identity with her role in the family.
Make family/others feel proud of her
Beauty that wins appreciation, makes her feel accepted
Prevention of Problems
Functionality
Anti aging
Nourishment (maintenance & preservation) A TRANSFORMATION THAT
Helps her take care of herself, so that she can take care of others better
Helps her feel relaxed, at ease with self and the world
13
What drives her Perception of a Soap Perceptual Drivers*- All India
Beauty/ Feel Good 29% It makes me look younger
It makes the skin look fairer/whiter It makes me feel relaxed/ de-stressed Makes me feel feminine It makes me feel pampered It improves the elasticity/ firmness of my skin Makes me feel special It makes me feel attractive
Special Use 8% It is especially for women/ suitable for women Is meant for special occasions like festivals and marriages It has the feminine details that only women value
Protection 13% It is a medicated product
Everyday Use/ Freshness 23% Attractive/ Good In Use 27% The soap has a nice colour It has an attractive packaging It has a creamy lather It is gentle /mild on skin * Competitive Environment of Personal Wash Market in India
It is a popular brand Is economical to use It is meant for every day use It removes perspiration odour It is suitable for all year round use Has a pleasant fragrance
Importance Of Drivers By Segment Buyership Beauty*
Health**
%
%
Beauty/ Feel Good
29
26
31
Attractive/ Good In Use
28
25
25
Everyday Use/ Freshness
23
24
20
Protection
10
17
16
9
8
8
Special Use
* Most Often buyers of Beauty Segment Soaps ** Most Often buyers of Health segment Soaps *** Most Often buyers of Natural mix/ Herbal
Natural Mix/ Herbal *** %
15
Drivers of Preference
Value for money is the overwhelming top driver
Perceived Value Value Line - Overall Perceived Quality
Price Sensitivity Coefficient : 0.49
160
LUE
150 140
A HV
HIG
130 120
Godrej No.1
110
Lifebuoy
100 Nirma
Hamam
Cinthol
Breeze Rexona
Medimix
e
80 70
E
W
LO
60 60
Pears
Valu
90
Mysore Sandal
Lux
Nima
70
80
90
LU VA
100 110 120 130 140 150160170180
200 220 240 260 280
Relative Price (log scale)
17
Competitive Strength •
•
•
•
•
• • •
Natural ingredients; mint, tulsi, neem, aloe vera – Do good – Clarity on the relevance of each for skin; neem is antiseptic, tulsi is anti allergenic, mint is cooling, aloe vera lends beauty – Does not appear like an over promise – Cues natural beauty Long standing presence in the market place – Heritage value – Experienced – Reliable – A number of positive experience stories Positive skin benefits – Skin protection – Removes and prevents rashes, pimples and allergies Mild herbal fragrance – Reassures on presence on herbal ingredients – Not overpowering, hence appealing No side effects – For all ages – Appropriate for all family usage Affordable and value for money Family soap connotations – Promises health benefits relevant to all family members Recommended by doctors – Heightens trust on brand 18
Product Inventory Emotional/Sensorial Inventory
Herbal • Neem, Aloe vera • Honest promises • Affordable • Gentle • No side effects • Balanced, • Green colour • Problem free skin Odour and sweat control •
Brand Image Inventory Protective Real world • Strong sense of correctness • Enduring • Honest • Balanced • Comfortable with self • Knows what is best for me • Problem solver • Makes credible promises • Integrates with me • Spiritually evolved • Not very expressive but has inner strength •
•
•
Protected • Cared for • Refreshing experience • Free of negativity • Revival of the spirit • Comforted • Complete • Balanced • In control, without fear • Cooling, calming •
HAMAM ARCHETYPE: SAGE THE PURIFYING BATH
Benefit/Value Inventory •
User Image Inventory Derives her identity from her traditions and culture • Real and relatable • Has substance Does not believe in external frills • Value driven • Balanced approach to life
•
•
•
Skin health that derives from herbal protection • Problem solution • Hygiene • Freshness • Assurance that it keeps promises • Problem free skin Freedom from pimples, rashes, allergies • Trusted product that can be passed down to next generation 19 • Fearless usage experience
20
Physical Characteristics •Natural Ingredients tulsi, neem, Aloe Vera •Green
Relationship Trust
Personality Sage-eternal, timetested wisdom, thoughtful, poised resilient
Kapferer’s Prism
Mentalization • Comforted • Complete • Balanced • Calm
Culture Traditional Indian
Reflection • Youthful • Charismatic • Victorious over
21
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