GOLDEN GLOW-SUMMARY

Group Members: Denize Alphonso Priya Kamath Utkarsha Rane Vishal DSouza Larissa Mendes 23 35 34 40 36

Identify Problems
PERCEPTION a soap for women aged 45 yrs. ADVERTISING They did not promote the brand

so it could not compete with new premium segments. POSITONING Stood for care, consciousness, love, quality whereas today youth brand stands for freedom, laughter, frankness and forthrightnesis.

Identify Problems
COMPETITORS Because of new entrants they

became mid priced range and lost its contemporary brand image. ATTRIBUTES Reframed( packaging & fragrance) still did not work for them.

Prioritize the problems

The soap Golden glow was not upgraded.

Old Brand- No advertising gimmick

Positioning Perceived for older segment Pricing @ Rs.15 premium segment Entry of New brands-pushed it to mid - priced

range. Changing lifestyle Not preferred among youth

ALTERNATE STRATEGY
Differentiation

Re positioning

STRATEGY-PROS/CONS
PROS
Evolved categories New image Communicates to new segment In a growing category natural

CONS
Old brand image Youth - unresponsive

FINAL STRATEGY
Evolved product category

Re-positioning
Differentiation

Nature of Problem
Perception & Positioning

Consumer Research
Qualitative Research (Focused group discussions)
Mindset Behavior Attitudes Values

Brand status

Positioning
Repositioned to target
Young (20-35 yrs) Aspiring middle class Fresh and lively