Yes, Again great Innovation by ITC new brand " Vivel Luxury Cream" soap has launched recently in Indian market. Vivel again came with new innovation that never seen in market yet in India. Definitely we can say that market is now evolving and every brands are trying to put innovation in market to compete with rivals.Otherwise ,difficult to survive in market. Today's market is coming with lots of innovation not only specific industry but also each industry.
New Brand:- Vivel Luxury Cream in two flavor (Shea Butter & other one Olive Butter) and endorsing by Kareena kapoor. Price of this brand is Rs.25 of 100 gm.
Segment & Target:- Upper class/ rich women
U.S.P:- Attractive and Unique packing first time in India. Corporate U.S.P of I.T.C Company itself that it always coming with brand extension with uniqueness.
Competitors:- we can say in luxury brand Lux, Dove. Dove is available in box packaging but not like rich packing.
Packing Picture:-
Strategy:- Vivel Luxury cream brand executed both strategy price strategy as well as packaging. at entry level. As per Euromonitor, in 2010, Vivel had a market share of 1.6 per cent in the bath and shower category, vis-à-vis 0.9 per cent in 2008 (the year it was launched). Within three years it has doubled its market share in a category with more than 40 brands. This is impressive considering the fact that 80-year-old brand Lux (the market leader) has 13.7 per cent market share in the category. Also, reportedly, Vivel’s market share in the mid-segment soap category (which is where the brand operates) is currently around six per cent. According to AC Nielsen, Vivel soaps are one of the fastest growing for ITC with a growth rate of 75-80 per cent.
Link of Ad:-
http://www.youtube.com/watch?gl=SG&feature=related&hl=en-GB&v=42WZZifScd0 (English)
http://www.youtube.com/watch?v=FZZC467tnAQ&feature=related (Vivel - Hindi version)
Dove brand price is also too much high in luxury market. It will definitely influence to Dove & Lux. Other brands may be come up with such type of packing or different unique packing in order to engage with consumers.
Let's see how will it give effect in Indian market.....
New Brand:- Vivel Luxury Cream in two flavor (Shea Butter & other one Olive Butter) and endorsing by Kareena kapoor. Price of this brand is Rs.25 of 100 gm.
Segment & Target:- Upper class/ rich women
U.S.P:- Attractive and Unique packing first time in India. Corporate U.S.P of I.T.C Company itself that it always coming with brand extension with uniqueness.
Competitors:- we can say in luxury brand Lux, Dove. Dove is available in box packaging but not like rich packing.
Packing Picture:-
Strategy:- Vivel Luxury cream brand executed both strategy price strategy as well as packaging. at entry level. As per Euromonitor, in 2010, Vivel had a market share of 1.6 per cent in the bath and shower category, vis-à-vis 0.9 per cent in 2008 (the year it was launched). Within three years it has doubled its market share in a category with more than 40 brands. This is impressive considering the fact that 80-year-old brand Lux (the market leader) has 13.7 per cent market share in the category. Also, reportedly, Vivel’s market share in the mid-segment soap category (which is where the brand operates) is currently around six per cent. According to AC Nielsen, Vivel soaps are one of the fastest growing for ITC with a growth rate of 75-80 per cent.
Link of Ad:-
http://www.youtube.com/watch?gl=SG&feature=related&hl=en-GB&v=42WZZifScd0 (English)
http://www.youtube.com/watch?v=FZZC467tnAQ&feature=related (Vivel - Hindi version)
Dove brand price is also too much high in luxury market. It will definitely influence to Dove & Lux. Other brands may be come up with such type of packing or different unique packing in order to engage with consumers.
Let's see how will it give effect in Indian market.....
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