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Not niche but slightly up in

the value chain

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Introduction To Category

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Category Status

All Male Female

Growth

Own 0.85% 0.89% 0.76%

Do not own -0.85% -0.89% -0.76%

TV Type

Colour (Only) 1.64% 1.66% 1.55%

Black & White (Only) -0.72% -0.79% -0.75%

Both -0.07% 0.01% -0.05%

Non - owner of TV -0.85% -0.89% -0.76%

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Category - Core TG

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AttractivenessMatrix

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Category Insights

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Market Leader

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Core G ProfileofKey Brands

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Businessobjective

What must FDW focus on given category

and its own share scenario

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Targetaudience

What demographic profile would you

target and why

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Bullseye

How would you describe your one person

TG, the bulls eye?

Why have you chosen this one

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Clinic Plus Shampoo

Rational Catering to Local Language

EmotionalSomething for every Hindi

speaking household

Self-expression --

TGMiddle class Indian Decision

Maker (male)

TonalityIndian, Repetitive emphasis,

homely, humor

Reasontobelieve --

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Positioning Maps

3 positioning maps that you feel best cover

the current set of shampoo brands.

Show where you would place current

competition.

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Map 1: Flexibly Mature Tension

What the idea means: A mature product/service/person who changes roles or caters to the needs of varied

individuals and requirements

Catering to individual needs in a responsible manner

Finding time for your loved ones and at the same time being liberated and enabledenough to pursue your goals, ambitions and responsibility towards the family

How does it resolve the tension: A television that has features catering to every age group and their likes yet being the

one gadget in the house that brings them together to watch either a match or a movieor probably be a post-dinner time socializing place

A TV set that can be termed mature in terms of organizing, control and enabling whilebeing of use and good to everyone.

The need to bond and betogether as a family Individual pursuits and

independence of individuals insidea social setup

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Map 2: Flexibly Mature Tension

What the idea means: A mature product/service/person who changes roles or caters to the needs of varied

individuals and requirements

Catering to individual needs in a responsible manner

Finding time for your loved ones and at the same time being liberated and enabledenough to pursue your goals, ambitions and responsibility towards the family

How does it resolve the tension: A television that has features catering to every age group and their likes yet being the

one gadget in the house that brings them together to watch either a match or a movieor probably be a post-dinner time socializing place

A TV set that can be termed mature in terms of organizing, control and enabling whilebeing of use and good to everyone.

The need to bond and betogether as a family Individual pursuits and

independence of individuals insidea social setup

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Map 3: Flexibly Mature Tension

What the idea means: A mature product/service/person who changes roles or caters to the needs of varied

individuals and requirements

Catering to individual needs in a responsible manner

Finding time for your loved ones and at the same time being liberated and enabledenough to pursue your goals, ambitions and responsibility towards the family

How does it resolve the tension: A television that has features catering to every age group and their likes yet being the

one gadget in the house that brings them together to watch either a match or a movieor probably be a post-dinner time socializing place

A TV set that can be termed mature in terms of organizing, control and enabling whilebeing of use and good to everyone.

The need to bond and betogether as a family Individual pursuits and

independence of individuals insidea social setup

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Bigbrandidea:

Do you think any of the competing brands

has a large brand idea and insight?

If yes point out any one explaining the

insight and idea.

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New idea

Using the cultural norms and oppositions

framework show two powerful new

concepts Vivel could possibly consider for

its new launch.

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New Idea 1

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New Idea 2

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Inputs to Concept Development

Demograph

ics

Psychogra

phics Attitudinal

Behavioral

data Wm. Wrigley Jr. Company 2007

page 25

Product Idea Consumer Target Consumer Insight

Product Info

Claims

Size

Price

Flavors

Competition

Frame of Reference

Point of Difference

Advantages

Basic idea

Packaging

Form

A fact, feeling,

attitude or behavior

that provides

relevance and context

for the benefit

Brand Specifics

BrandName

Positioning

Equities

Personality /

tone of voice

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