BRAND ANALYSIS OF A BEAUTY & PERSONAL CARE BRAND

Company

A leading Beauty & Personal Care brand

Overview

Brand Kare was approached by the Client to conduct a detailed study on their Soap brand with the aim of understanding the Customer attitudes and opinions on their Brand.

Approach

The Project involved 2 phases

PHASE 1:

3 Focus Group Discussions were conducted in Mumbai.  (2 FGDs among Brand Users and 1 FGD among Brand Lapsers)

The objective of the Research was to understand the opinions of the focus groups on the brand and also to gain insights for relaunching the brands

PHASE 2:

Based on the insights and recommendations gathered from Phase 1 of the study, the Management developed 3 innovative concepts. Phase 2 involved the testing of these concepts among the target audience. A total of 9 FGDs were conducted in Phase 2

3 Focus Group Discussions each in Delhi, Pune and Lucknow were conducted. (2 FGDs among Brand Users and 1 FGD among Non-Users of the Brand)

Outcome

Phase 1 of the research provided an outlook on the Customer perspective on the brand. The focus groups gave a view of their perceptions on the Brand Image, Brand Experiences, Pros and cons of the Brand, Suggestions for improving and relaunching, etc.

Phase 2 provided an in-depth view on the Brand Identity and the respondents’ reaction to the concepts proposed. The study also facilitated the decision-making with respect to deriving a proper Way-forward for strengthening the Brand image further.