Analyzing new market opportunities for skincare category: to Dabur celebrate life

Abstract

This report contains comprehensive strategic analysis of major players in the global and Indian skincare industry and the trends in the market. The strategic analysis includes identifying their marketing strategies, new product launches, growth drivers, brand image development, strengths and weaknesses. Based on the understanding of the skincare industry and its needs from the analysis, segmentation of the Indian skincare industry resulted in a multi-attribute segmentation with the primary segmentation variable being "functional benefit" and the secondary variable being "part of the body". A SWOT analysis has been done for each segment identified from the information gathered through personal interviews and internet primarily based on the current needs in the market. A numeral SWOT analysis has been done using ORG data to identify segment attractiveness based on nine criteria. Three profitable segments are identified for product launches at the end of both the SWOT analysis which include face wash, moisturizers and fairness cream. Brand Franchise, Brand Concept for the above three segments have been developed based on the needs consumers are looking for in the products. Further Marketing Strategy for Facewash and Fairness creams have been charted out using IRS. The final section of the report contains the Future Brand Architecture for Face wash and Fairness creams.