Veet has been the leading player in the hair removal market in India with 33% market share. The analysis proposes initiatives to further penetrate this market and transition Veet into a total beauty brand. It recommends launching Veet Beauty Stops in salons to educate customers and Veet Beauty Studios to provide beauty services while promoting the brand. In-parlour merchandising and trained experts will communicate hair removal techniques and benefits. The goal is to transform Veet from an Rs 110 crore brand into an Rs 469 crore brand over five years by expanding into new categories like body care and driving brand awareness.

1. - Driving the transition into a mega beauty brand
Team Phoenix
Sayan Aditya

2. Joel Abreo
Table of contents
1. Introduction............................................................................................................
3
2. Issues Veet facing at present..................................................................................
3
3. Penetrating the HR category further.......................................................................
4
i. Veet Beauty Stops...................................................,,............................................
5
ii. Veet Beauty Studio...............................................................................................
7
iii. In Parlour merchandising and trained experts....................................................10
iv. Communication program (1st phase)...................................................................11
4. Driving the transition into a total beauty brand...................................................14
I. Engagement through TV shows...........................................................................15
ii. Event based marketing....................................................................................... 16
iii. Veet Beauty Gang............................................................................................... 17
iv. Attributes and associations extended................................................................ 19
5. Categories to Penetrate....................................................................................... 20
i. Body care............................................................................................................ 20
ii. Facial Care...........................................................................................................22
iii. Sun Care..............................................................................................................23
iv. Shower care........................................................................................................ 24
v. Packaging............................................................................................................. 25
vi. Ad campaign phase 2.......................................................................................... 25
6. Timelines of marketing initiatives (5 year).......................................................... 27
7. Driving the connection amongst brand lines...................................................... 28
29

3. 8. Long term financial growth of the brand............................................................
We look to transform Veet from an Rs 110 cr
brand to Rs 469 cr brand in the next five years.
Introduction
Veet has been the leading player in the Rs 300 cr hair depilation market in India with close to 33%
market share. As we analysed the present scenario, we felt that Veet’s future success will depend
on how it plans it strategies to drive the transition into being a sole beauty care solution provider.
This analysis deals with mainly the ideas and associations to be leveraged to drive the transition to
a total beauty care provider and it also focuses on identifying prospective categories in which Veet
will drive its category extension with marketing programs to support such a drive. The analysis
also deals with ideas to penetrate the hair removal category further by driving the usage of Veet
HR products in high quantity usage areas. In the end this document analyses Veet long run
positioning and steps to sustain high growth trajectory in the long run. All the work has been
supported with data from primary research in Beauty parlour and customer interviews in New
Delhi, Kolkata and Ghaziabad.
Issues Veet face at present
How Do I penetrate the HR category
further? How do I make Veet a high
quantity consumable product?
What is my long term How do I drive the brand
positioning? How do I association transition into
sustain Growth? a complete beauty care
provider?
If I am able to drive the
association transition
which category should I
enter and how do I enter

4. Penetrating the HR category further
The hair depilation category has seen robust growth during the last seven years with Veet
transforming itself into a Rs 110 cr brand. But growth seems to slow down during the last couple of
years. Though huge scope of growth exists but certain barriers are stemming the flow.
1. The socio psycho mentality of Indian women of doing hair depilation of arms and legs (the area
of maximum usage) in beauty parlours.
2. Myth generated about Veet cream usage and its ill effects on skin.
The Veet creams and wax strips are being used as an emergency solution not for regular usage as
testified by the sales of low quantity SKU’s.
How do we solve
the Problem
Engage Educate Communicate
Veet Beauty Stops In-parlour merchandising Offline two phase
advertisements
Veet Beauty Studio Trained B2B beautician
experts and sales force
We will overcome the above problems through a set of five marketing initiatives as
mentioned above and try to derive synergy effect to maximise impact as showcased by the
connecting lines. Not only this, these initiatives will lay the foundation for Veet’s transformation into
a total beauty solution provider.

5. Veet Beauty Stop - Leveraging association with popular, local parlours
Veet Beauty Stop
An initiative by Veet to engage local parlours that provides beauty solutions on the lines of Veet
Beauty Studio. Beauty parlours are a place where women are pampered and made to look more
beautiful. Merchandising and Marketing through billboard, in-parlour promotion at these places can
enhance Veet’s brand presence, awareness and recall. Trained B2B beauty experts will take on the
task of providing guidance on hair depilation techniques in these parlours in the short run (next 6-8
months) and guidance on hair care, facial care, and body care in the medium run as Veet transforms
itself into a total beauty solution provider brand (25-48 months) .Airtel has successfully executed this
strategy of associating with local retail shops to increase their brand recall and thus frontline sales.
Those retail stores are known as “Airtel Centre”.
So what has Veet Beauty Stop to offer to parlours?
Most Beauty parlours do not have good signage or the lighted billboard that displays their
parlour name. Veet will provide the signage according to the picture shown above. The retailer
gets good display and Veet also enjoys high recall.
Trained B2B beauticians and hair depilation experts will provide training and advice to
execute beauty treatments. They will educate the parlour operators about the benefits of
Veet Cream application leaving a smooth effect. Also the possibility of repeat business with
the customers should be alluring enough since creams may need application in a month again.
Special discounts on bulk purchase of Veet creams and strips. Also a monthly payment to the
tune of Rs 300-700 on maintaining in-parlour posters of Veet beauty care tips. Such posters
will talk of tips to stay beautiful, hair depilation solution and online beauty groups (Veet

6. A Point to remember
Hair Depilation in arms and legs
are mostly done at parlours.
How will Veet gain from the Veet Beauty Stops? When users will see the ease of
use and quality and smoothness
of skin after application of Veet
creams in arms and legs at these
parlours they will go for repeat
usage. From here on our
High Brand recall, awareness. communication strategy through
various media will start
Veet gains association as
highlighting self usage and its
providing beauty solution benefits. Thus our target to make
women apply Veet in arms and
legs will be achieved.
In store merchandising
A possibility to sell hair Advantage will educate, inform
depilation solution customers
through parlours. B2B Veet Beauty
sales will start. Stops
A route will be opened to sell
Parlours when they perceive of further brand extensions of Veet
good business will switch to Veet. through Parlours. Applications in
A customer gets to see Veet’s ease arms and legs will start off from
of application in salons here
So what investments and returns are we talking about?
We are looking to target 40-50 parlours per city in India’s leading 15 cities initially. The cost of merchandising at
these places will be Rs 6000 for signage and Rs 2000-3000 for additional merchandising and promotions. Rs
9000 per salon talks of an investment of 61 lacs.
An average of 250-300 women visits these parlours per month. When we put the picture together we are
talking of 1.86 lac women in a month. This is our specific TG. So business at parlours as well as when they switch
to self application the returns can be very high. Parlour-Rs 100 for 60% TG and self application for 30% TG-Rs 80
a month gives us INR 1.55 crores revenue per month initially.
Probability of women using Veet products at home when they see ease of usage and smooth skin benefits from
salon applications is very high. So the 30% TG we took initially for self application will go up with time. Also for
those women who will depilate in parlours we get to sell to them also through B2B route.

7. Veet Beauty Studio - Delivering complete beauty solution
Veet Beauty Studio
The visit to Beauty parlours is rooted in the socio-psycho mentality of Indian women. It is a place
where they go to look beautiful (by doing pedicure, manicure, hair depilation, facial cleansing etc)
and attractive. An immediate communication to convince them to self empower can only be futile
but the transition can me made slowly. We will reach out to this beauty parlour going segment and
offer them beauty solutions through a service offering: A set of owned beauty parlour (Veet Beauty
Studio) in top 15 cities in India and also through marketing initiatives with local and popular beauty
parlours (Veet Beauty Stop).
So what is Veet Beauty Studio?
A service offering from Veet to engage and educate its target group about beauty
solutions. It’s a beauty parlour in simple terms but with a singular focus to deliver
overall beauty solutions that give women attractiveness and confidence
It will be a part of our brand building effort to position Veet in the medium run as a
beauty brand: one that delivers solutions that make you look good and confident.
Veet Beauty Studios to be opened up in top 15 cities in India. It will be positioned in
the medium price range with leading beauticians appointed to run the studio. The
customer’s takeaway after experiencing the service: world class ambience, highly
trained beauticians, good products being used and “I feel good. I look good “
Veet Beauty studio will also be a spot to educate and empower customers. During
beauty visits at the studio customers would be provided expert counselling and advice
to stay beautiful. Counselling can be on good smooth skin care, how to get healthy
glowing skin, hair care etc.
Initially except for hair depilation we would use products for hair care, pedicure, and
manicure from other players. But Veet studios association with providing beauty
solutions would pave the way for us to introduce brands in these segments in the
medium run.

8. A point to remember
Veet Beauty studio will
What Service will it offer? not address short term
needs of increase sales
but will build long term
brand equity and
association: “A beauty
Veet Beauty
solution provider”.
Studio
Body Ayurvedic Manicure, Hair Cut, Hair Hair depilation
massage, Rejuvenation Pedicure, Spa colouring, Hair solutions: with
Body Polish, treatments, Facials, Bridal straightening an emphasis to
Body Wraps Hydrotherapy Make ups promote our
spa brand
Why Veet Beauty Studio? Is there a need to undertake such service offering?
Yes. For Veet to become a mega brand it has to entrench associations in the minds of
its TG that it’s a beauty solution provider. Once the association is entrenched line and
category extension will be seamless since a beauty solution provider can introduce
products in: Hair care, facial care, and fragrance and shower category.
Reason 2. “Catch them where they go”-It’s difficult to switch parlour and spa visitors to
self empowerment for hair depilation at one go. So we have to engage them at a place
they are fond of going and empower, educate them there.
Reason 3. Brand awareness and recall: Veet beauty studios will be a live marketing
place for the brand, a chance for the brand to enhance awareness and recall through it.
Beauty studios will not only augment future brand sales but will provide a place for its
initial demonstration and usage.

9. So where do we launch it? And on what business model?
Veet Beauty studios will be launched in leading metros: Delhi, Mumbai, Kolkata and Chennai. The
parlours will be a wholly owned subsidiary of Veet at these metros. We intend to launch at least two
parlours per city in the 1st phase.
As business expands and as this service offering gains popularity we can go through the franchisee route.
The company can maintain 40-60. 40% of Veet parlours can be company owned where as 60% can be
franchisee owned
Veet Beauty studios to be set up at semi prime locations. Mall space is preferable and ample of local
marketing to bring in customers. A parlour in a mall can bring in regular window shoppers if good
programs are running in the studio.
Through a combination of these two marketing initiatives we aim to engage our target
group with the brand further.

10. In parlour Merchandising
As we have already mentioned the Veet beauty stops and Veet Beauty studio will be a place to
educate and speak to our customers. This will be primarily done through posters of beauty care tips
and hair depilation techniques and benefits within the parlour.
The parlour owner gives us space to merchandise since we pay him a monthly display fee of Rs 400-
700 depending upon the location and city. Not only that we are providing him with signage that cost
close to Rs 6000. Also if a customer starts using Veet cream at his parlour and sees its effectiveness
she may want to do repeat usage in a month’s time. So the prospect of repeat business and higher
revenues gives him enough reason to merchandise with Veet.
The in parlour posters will be something like this.
Trained beauticians and B2B sales force
Beauticians
Veet will be partnering with some leading Beauty training institutes to train a set of beauticians for
its B2B parlour education programs. The purpose of this force will be to provide guidance on new
beauty care techniques with a main focus on hair depilation techniques and benefits. They will

11. educate the operators on the benefits of smooth skin and chance of repeat business since creams
might need application in a month’s time. They will also provide free guidance on other beauty
treatment issues to parlour operators. The special “Veet Beauty Studio” fleet of beauticians will be
also receiving regular training at the partner institutes to continue giving best beauty care solution
to our customers.
B2B sales force
This sales force will be specifically trained to deal with merchandising and sales at local beauty
parlours (Veet Beauty Stop). Their purpose will be to visit Veet beauty stop once a week to check
merchandising and display as mentioned above and also to sale Veet creams and wax strips at these
places. They can be integrated with RB’s general sales force but a special focus on parlours has to be
there to achieve our objectives.
Beauty trainers B2B sales force
Train parlour Provide Hair Merchandise at Sell Veet Product
operators on beauty depilation advice local parlours lines
techniques
- Drive Veet’s sales
volume up
-Associate Veet with
beauty solution provider
Communication Program-Phase 1
Veet’s communication program to focus on three main aspects:-
Phase 1:
1. To show viewers the benefits of application in arms and legs (Leaves a smooth moisturized skin,
can be done in 3 mins, great fragrance).

12. 2. Idea of self empowerment that comes through Veet
3. Usage occasions (going on a night out, or a family function or be it office special day).
These advertisements will be running for a period of 4-6 months since this would mainly cater to
our ambition of growing the category and penetrating HR market further with repeat usage in arms
and legs.
Phase 2: (Month 8 onwards) after this phase the round two of communication will again switch to
emotional branding and towards our target of transforming our brand into a total beauty care
solution provider.
We have developed storylines for our ad campaigns and how it can be executed to highlight our
three objectives in phase 1.
Storyline 1 Storyline 2
User faces an urge to look beautiful in This ad will incorporate the idea of self
a friends function. But she wants empowerment. A busy working lady has
smooth skin for her to wear a nice an office party in the evening. But she is
dress. She’s upset since her not so also a wife and a mother. So when she
smooth legs will look bad in such a returns home she has some household
dress. Katrina Kaif arrives and gives work before she can go for the party.
her the solution to get a smooth, She doesn’t have time to go to a parlour
moisturized and beautiful skin- that but she wants to get a smooth skin in
too in three minutes. The process of her arms and legs for her to wear a nice
application is shown and the before dress. She’s baffled- Here Katrina comes
afterglow and smoothness of skin in in and gives her the solution to a
arms and legs is highlighted-with the smooth, moisturized skin- all in 3 mins-
idea of getting all these in just three “U can do it yourself, it’s easy”. Ad
minutes. Ad ends with “Stay Beautiful ends with the tagline “Stay beautiful
with Veet” with Veet”
Ad campaigns
Phase 1
-Our initiatives with local -The following primary -The following secondary
parlours and our own beauty attributes will be associated attributes will be
studios will already drive the with Veet after these associated: self
engagement and education initiatives: smooth skin, empowering, quick
program of benefits of Veet moisturizes skin, beauty solution to stay beautiful
application in arms and legs. care provider, strives to
With a back imagery of
The ad campaign will extend make you look beautiful

13. Driving synergy association with the five marketing
initiatives to penetrate HR category further
Veet Beauty studio Increased usage of
and Veet Beauty Veet creams at home
Stop association by users. Increased
application in arms
and legs
Advertising (advertisement
Present- Veet campaigns effects)
providing smooth highlighting usage
moisturizing skin occasions, self
benefit empowerment,
functional benefits
Veet’s brand
association stretch:-
Trained beauty experts and Smooth moisturizing
in parlour merchandising skin to a beauty care
theme of “Stay beautiful brand giving smooth
with Veet” moisturizing skin
A Point to remember Tempting but we stayed away
While we try to build volumes in the Veet for Men was an option we thought to
hair removal category further our increase HR market size. But the Indian male
initiatives taken so far has already category is not yet ready in bulk to embrace on
started our transition towards being hair removal where presence of body hairs is
perceived as a beauty care provider still considered to be a sign of masculinity.
with attribute association of making Only models and people who need to show
women look beautiful. body does hair removal. Hence the category is
still nascent. Also if we started our
The next section drives this communication with Veet for Men our
association further. transition into a total beauty brand with
smooth skin would have been jeopardised. So
as of now we put this category on hold and
once Veet has transformed totally we can
foray into this zone.

14. Driving the transition into a total beauty care brand
So far in the initial 6-8 months we would be looking to entrench our foothold further in the hair
depilation market. But after that our marketing initiatives will be lined up to fortify associations of:
total beauty care solution provider-the connect we already started to have with the past 5 initiatives
meant to penetrate the brand further in the HR market.
So how do we drive this transition?
The success of any brand transforming itself will be if the audience relates to the brand
transition. If Veet can position itself as beauty solution provider with smooth skin
benefits we can add an extra differentiator (Natural Extracts) for purchase trigger to
introduce Veet Beauty bar (Soap category) with Jasmine extracts, Veet Beauty lotion
(body care category) with peach milk extracts, Veet beauty wash (face wash and
cleansers) with neem extracts etc.
These are just examples and detailed category extension will be dealt with in later
section. But the point is that if we are successful in making the audience perceive and
associate Veet with beauty care and looking beautiful half the job of transitioning is
complete. That’s what this section deals with. How to drive such association?
Brand transition
Drive
Association with TV Event based marketing- Veet Beauty Gang- Ripple over effect of
shows Veet Beauty pageant Online user community Veet Beauty Studio and
hunt 2012 Veet Beauty Stop

15. Engagement programs through TV shows
Television Shows
Veet will be marketed through Television shows in order to establish its equity in the form of a
beauty care provider. The current viewership is very high in case for youth channels like Channel V,
MTV and UTV bindaas. A lot of brands are trying to connect with its target group and establish
equity like Pulsar Stuntmania (MTV), Axe your EX (Channel V), MTV hero Honda Roadies (MTV), Coke
Studio (MTV) etc. The idea is very clear while the viewer gets hooked on to the show the brand is
present there to make a statement. You don’t have to fight it out during advertisement times
when viewer mostly switches off.
The show to focus on being a platform to share ideas through fun and entertainment on how to stay
beautiful. VJ’s will be sharing tips and ideas on latest beauty trends, style and fashion update.
Experts would be called in to provide opinions and advice. Viewers would be engaged in the form of
contests and then called in the show to experience a beauty makeover at Veet Beauty studio. Secrets
about smooth skin care and natural extracts will also be showcased during the show.

16. Sole purpose of having such a show will be to transform viewer perception of Veet being just a hair
This program would be associated with events in future which Veet will organise
removal product to something that provides smooth skin and ultimate beauty care solutions.
like Miss Mumbai, Miss Delhi in different cities with a goal to identify the beauty
pageant in India. Auditions to be held followed by series of rounds. Something
like “Gladrags mega model Hunt”
Engagement programs through Events
Event based marketing
To someone who doesn’t know what is GLADRAGS...we asked what do u think
when “Gladrags” name is taken...They said “fashion”. Why?? Since it’s associated
with Gladrags Mega model hunt every year!!
This initiative would be meant to associate the brand with beauty events like Miss India and Miss
universe. Currently Veet has a promotion going on in the form of “Get to walk the ramp with Miss
India”. This kind of initiative would entrench the brands association with beauty and feminine
nature which can be leveraged to drive our entry into other categories.
Veet will organise beauty events in the form of Beauty pageant hunt together in
association with MTV to drive its association with beauty further.
Event Concept

17. The event “Veet Beauty Pageant Hunt” will be organised yearly in association with MTV to find out the
most beautiful women in India. The event would start off with auditions in top 15 cities.
The winners from this phase would be dubbed Miss Mumbai, Miss Delhi and so on. Later they would be
pooled for an all India beauty hunt show that promises a contract of modelling with leading agencies.
(This is to be done through tie ups)
The event has the potential to blast its way to associating Veet with a mega beauty brand since such an
event will feature women who are beautiful, confident overall .Hence this would be our moment of
transition into a truly Mega Brand.
Online communities
Veet Beauty Gang - Online user groups at Veet Experience centre
Veet Beauty Gang

18. An online community of girls in the age group 18-45 engaged on the web platform in the form of
social circles, college groups, work colleagues, friends circle, and gossip circle with the intent of
staying beautiful through receiving beauty tips on a host of issues: hair care, facial care, Body care,
shower care and with a main focus on Hair depilation solutions. This beauty platform will host
various programs and virtual makeover applications, information on what beauty trend is in and
what’s the latest hotshot thing in town.
Moreover it will lay the foundation for Veet’s shift to becoming a beauty care provider. The
following things will be included as features in the web platform:-Veet Experience centre.
Hair depilation section: This section will inform users on the subject of hair depilation. The application
procedures and the advantage of Veet creams and wax strips. With a virtual remover and before and after
pictures of application of various cream variants.
Makeover Machine: This particular section will be a virtual section where photos of girls and women can be
uploaded and their hair styles, facial complexity, and other beauty treatments can be done virtually to provide
a makeover. The users can then checkout their styles vis-a-vis peers and receive accolades.
Veet Expert Studio: This section will have expert opinion of varioussolutions. Various natural as well as scientific
Beauty care section: This section will host beauty treatments and depilation experts. To understand what’s
good for the skinbeautiful, maintaining a healthy skin. Tips and Advice from at the particular site to provide
ways of staying and what’s not. Various experts would be called in to blog beauticians from across the
guidance and opinion onwhere users will vote to what products they want in at Veet Studios. On Popular
industry. And a section the issue.
demand new lines will be introduced.
Online community: It will be a form of social circles where users engage with one another and share stuffs and
advice. It will be a forum to discuss and also ask opinions from Veet experts-an interactive platform. Users can
plan their next meet at beauty studio in groups and book online to get discounts.
Share section: This section will be a place to share photographs and hangout images. A place to share moments
when users had fun or a good time with their friends and loved ones. A section will also be there to see albums
from Veet ambassador Katrina kaif. Her day at film shooting and how she stays beautiful and confident with
Veet. Her opinions and advice to users on staying beautiful.
Entertainment section: This place will host astrobeauty: what does your star say about you staying beautiful,
games and Veet Buddy section where you get downloadable stuff from the site on issues of mobile updates,
promo coupons at Veet Beauty studio etc.
Ripple over effect from Veet Beauty Studio and Veet Beauty Stops

19. Veet’s initiative to get associated with local parlours and to run its own beauty studios will also help
to entrench brand association of a total beauty care provider. The in parlour merchandising and Veet
studio beauty treatments, in parlour marketing will lead the shift in perception. These associations
will continue particularly with local parlours since that would make our foray into other categories
easier as also will keep a new route of selling our new brand extensions: through parlours.
- So what have we achieved till date? How will Veet Brand be perceived at this juncture?
Situation before we started
Smooth
skin, good
fragrance
Brand Veet
Convenient Moisturizing
and quick effect,
HR solution confidence
Situation after 18 months of marketing initiatives
Smooth
skin, good
Beauty care
fragrance
solution
provider
Natural Moisturizing
Extracts (to be
Brand Veet effect A beauty
introduced
later) Brand
Makes International Convenient
women and and quick
beautiful glamorous HR solution

20. Now that we have turned Veet into a perceived
beauty care provider the situation is ripe to enter new
categories and drive Veet’s journey in truly being a
mega beauty solution provider brand
Entering new categories- Journey towards being a Mega Brand
mega
Veet now faces a choice. It has successfully crafted its way in being perceived as something
associated with beauty. Its risks entering into categories that can mismatch this association whereas
it sees the opportunity to leverage its beauty care association to transform itself into a mega brand.
A very important word of caution. Although our market initiatives have ensured our
transition into a beauty care provider yet there are chances of product failures. Hence it’s
best to introduce our new categories with the Brand “Veet Beauty” instead of just Veet.
This will give a more relevant association with the categories.
After analysing all the categories: Hair care, skin and body care, shower care and sun care the most
prospective ones to be entered are listed in order.
1. Body care: Moisturizing lotions and cold creams(Umbrella benefit: beautiful skin and core benefit:
smooth moisturizing skin with natural extracts)
2. Facial care: face wash and cleansers, Anti ageing solutions, face packs and pimple skin solution
(Umbrella benefit: Beautiful skin, Core benefit: Smooth, glowing skin with a natures touch
3. Sun Care: Sunscreen lotions and protection creams (to maintain beautiful skin even in the sun)
4. Shower care: Soap category, shower gels (Umbrella benefit: beautiful skin, core benefit: smooth,
moisturizing, glowing and natural extracts).

21. Next we will analyse these categories further and chart out a positioning and entry strategy for each
of them.
Body care segment- Moisturizers (nourishing lotions) and Cold cream segment
The body care segment is value at Rs 410 cr with a predicted market growth rate of 7-8% till 2015.
The category presents ample opportunity for “Veet Beauty” brand to start making its first foray into
moisturizing and nourishing body lotions and cold creams. The leading players in this segment
include HUL’s Lakme Lotions, Ponds Cold cream, Bieserdorf Nivea. The players are optimistic of
vibrant growth because of rising disposable income and also increased consumer awareness of
staying beautiful.
This is where we step in. Veet’s brand building efforts have led it to its association with beautiful,
smooth glowing skin. Now we will add an extra differentiator in the form of natural extracts to
complete our brand differentiation.
Our primary research has shown that women in the age group of 18-35 strongly believe in natural
solutions to skin care. They perceive scientific technology as damaging to the skin in Long run. This
paves the way for us to introduce our third benefit of natural extract solution in our product line
The products in these range will also be exclusively marketed through not only retail channels but
also through Veet studios and Veet beauty stop with which we had developed association during
The products introduced in this category will willsupportedthe products further. campaign that
initial two phases. In-parlour merchandising be promote with communication
highlights the functional benefits of smooth, moisturizing and naturally cared skin with the
emotional benefit of looking beautiful.
Perceptual maps and Brand
positioning
Nature
Veet
Beauty
Lotion
Parachute
Body
Lotion Ponds
Price Low Price High
Lakme
Nivea

22. Veet Beauty
Lotion and
cold creams
Natural Smooth Moisturizes Fragrance
effect
Facial care segment- Anti ageing solutions, face wash and cleansers, pimple
skin solutions, face packs
Makes you
look beautiful
Facial care segment in India is a huge market in India worth Rs 3700 cr with the dominant players in
the market being face wash: Himalaya (naturals), Garnier, Ponds, Pears, Clean and Clear, Ayur, etc.
This market is predicted to grow at 6-7% annually till 2015. The chief highlight of this category is the
Anti ageing solution sector which is growing very fast at the rate of 15-20% annually. Leading players
in the segment: Pond’s age miracle, Olay total effects, Neutrogena.
Veet with its association of smooth, glowing skin with a natural base will be the perfect fit to enter
this category after its entry into body care solution. This offering will complement Veet’s umbrella
benefit of providing beauty solution.
Our primary research has shown that women in the age group of 18-35 are strongly beginning to
switch to anti ageing products because of improper dietary habits leading to ageing skin. This
trend is likely to continue. Hence our entry into this category will give high avenues for growth.
Face washes with a natural base is being increasingly accepted by the urban audience. Here the
feminine touch of Veet with smooth skin benefits and moisturizing effect can expand this category
further. Purchase trigger-natural base.
The pimple solution category in India is valued at around Rs 50 cr and is growing very rapidly
particularly in the 16-25 age bracket. We will target this category and it will be a logical extension to
provide smooth skin benefits during pimple. The brand association holds the same like other lines.

23. Facial Care
category-Veet
Beauty Brands
Anti ageing solutions Veet Beauty wash (face
washes)
If successful Extends to
Sun care segment- Sun screen lotions
Pimple skin solutions Face packs (Facial swipes)
The sun care category in India is valued at Rs 129.6 cr with a growth forecast of 10-12% per year till
2015. During heat the blistering effect of the sun causes skin burn and irritation. Hence the usage of
sun screen lotions has been continuously recommended by dermatologists. The usage is slated to
rise further up and with the leading players trying to convince customers to use sunscreen lotions
during the whole year to prevent against harmful rays the growth in this sector is going to increase
even more.
Veet with its proposition of providing and maintaining beautiful skin will introduce its line- Veet
Beauty Sun Care. Here we will only be able to derive connect with our umbrella brand benefit of
staying beautiful hence the name “Veet Beauty” will only put us in a safer place of having success in
this category.
Natural Beautiful
base skin
Veet Beauty Sun
Care range Skin
Sun
protector lightening

24. Sun Screen oil control Sun Screen skin
Sun Screen lotions
variants lightning gel
Makes you
look
Beautiful
Perceptual maps and positioning on the lines of previously introduced categories.
Shower care segment- Veet Beauty Soap
The bath and shower care market in India is fiercely competitive with host of players including HUL’s
Dove, Lux, Cinthol, ITC’s Vivel , Colpal’s Palmolive and the list goes on. But what is on significance to
us is the Rs 10,500 cr market of shower and bath care has a segment of high growth. Skin solution
with Natural extracts. The segment has players in the lower price points but at a higher price
position the offerings are either solely moisturizing or provides soft skin. Here we can great a
segment for ourselves where we create core benefits of smooth, moisturizing skin by complete
natural solutions. This segment is growing at 9-10% per year..
Smooth
skin
Veet Beauty
Natural Moistur
Soap
solution izes
Perceptual Maps
Nature

25. Himalaya Veet
Soap Beauty
Soap
Nivea
Price Low Vivel Price High
Cinthol
Lux
Camay
Packaging
Science
Now that we have successfully forayed into four categories I will like to highlight a feature of our
differentiation and one that keeps the category extensions separate and distinct from each other. Its
our packaging. The selection of colours and packaging elements will be extremely crucial if we are
going to keep our identity distinct.
Veet Beauty Facial Care Veet Beauty Veet Beauty
Lotion and category-Veet Sun Care range Soap
cold creams Beauty Brands
Light Pink signifies Light blue signifies Yellow signifies Sun. Light green signifies
gracefulness and clear and a clean Hence Sun care nature and purity.
smooth. Veet image. Facial care ranges in yellow Hence Veet beauty
Beauty lotion in pink products will be in packaging will quickly soaps would be
packages will relate ultra light blue catch the eye of the packaged in Light
to customers well packages customer looking for green shade to
sun care products relate with core
benefits on offer
Advertisement Campaign-Phase 2
“Stay Beautiful”

26. The first part of our ad campaign focussed on promoting the usage of Veet hair depilation creams
and wax strips on high usage areas thus building volumes in the category. Also those ads showcased
self empowerment, convenience and benefits of smooth skin with a background highlight of
“Staying beautiful with Veet”.
Then we undertook initiatives to guide Veet’s transition into “Veet Beauty” brand so that it is
perceived to make women beautiful. After 24 months of extensive campaigning and initiatives the
situation became ready to make our foray into four categories one by one in due course of time.
The advertisement campaign Phase 2 will mainly promote the emotional aspect of “Staying
beautiful” together with usage footage and how the functional benefits of smooth, glowing skin
makes you look beautiful.
1. Body lotion campaign: The first category we enter is the body lotion. Here we will exclusively
promote how dry weather and pollution makes women look not so good. But “Veet beauty” range of
body lotions restores the smooth skin with hydrating and moisturizing “natural” factors to make you
beautiful again. The ad ends with “Stay Beautiful”
2. Facial care campaign: We have three segments in which we can enter with time. The first
attractive segment is anti ageing. Here the campaign will mainly focus on how food habits make your
skin lose youthfulness and starts ageing early. And thus you lose your beauty. Veet Anti ageing
solution with natural solutions makes your skin smooth, youthful and beautiful. Ad ends with “Stay
Beautiful”.
The other segments like pimple care and face wash entry can also be communicated in a similar way
with problem–solution method along with an emotional connect of “stay beautiful”
3. Sun Care campaign: This category will be entered only after we have successfully entrenched our
last two category extensions of body and facial care. After those launches have tasted success the
sun care category will be forayed.
The ad campaigns will be under “Veet Beauty” Sun care heading: Highlighting the harmful UVA and
UVB rays of sun that can damage your skin permanently. Veet Beauty Sun care range brings to you
unique natural formulations that protects your skin and helps you “Stay Beautiful”
4. Shower care campaign: This category will be the last to be entered. Only the segment that has
strong natural associations with skin care and soap will be targeted. The theme to remain the same :
“Stay beautiful” with Veet
The connect across all the campaigns in 4 categories is “Stay Beautiful” theme with Veet Beauty.
That’s our umbrella benefit and which we will try to communicate to our customers.

27. Timelines of various initiatives discussed so far-5 year plan
Veet Beauty
TV show launch pageant Hunt
Veet Beauty
launched
Studio launched Ad campaign
phase 1
In parlour
Merchandising
Veet beauty stop Beauticians and
association launched B2B sales
0-5 months 5-10 months 10-15 months 15-20 months
Ad campaign
phase 2
Body care Facial care
category entry category entry
“Veet Beauty” Marketing
launched initiatives

28. Veet Beauty
gang launched
21-25 months 26-30 months
Shower care
category entry
Marketing programs to
support launch
Sun care
category entry
A brief snapshots of Brand connect and portfolio
Marketing programs to
support last two launches
41-45 months 46-50 months
“Veet Beauty” 51-55 months 56-60 months
Shower care range
Products have
International natural base
quality skin care “Veet Beauty”
Sun care range
“Veet Beauty”
“Veet Beauty” Facial care range
Body lotion
range
Smooth
skin, good
fragrance
Natural Moisturizing
Extracts Brand Veet effect
Strong HR
association
Smooth,
Makes women glowing skin
beautiful International Convenient
and and quick
glamorous HR solution

29. “Veet Beauty” Brand
VEET
Veet Hair “Veet Beauty”
removal
Body care Facial care Shower Sun care
Cream range Wax Strip
care
range Moisturizing
Long term financial growth projections wash
Face Sunscreen
Normal skin lotions Soaps lotions
Easy use strips Anti
Dry Skin with
Nourishing ageing Oil control
Taking today as starting point we have calculated a rough estimate for Veet’snature
Wax range for lotions growth
Sensitive skin extracts
parlours
during the 5 years- separately for each category. Pimple Skin lightening
Supreme Essence Cold creams solution gel
At the end of Year 1
The initiatives taken in the first year through Veet Beauty Studio, Beauty Stops, in parlour
merchandising has the potential to generate Rs 1.55 cr per month to generate additional Rs
18.6 cr.
These will be additional growth which will augment the average 25% growth it’s
experiencing at present. So by the end of 1st year we expect to grow the brand by Rs 45-50
cr without starting to foray in other categories.
Brand value at the year 1: Rs 155-160 cr.
At the end of Year 2
As we undergo several customer engagement programs and drive the transition into a
beauty brand the effect of our last year campaigns will become more prominent and we
expect to grow the brand by 30-35% in the hair removal category only with increased usage
in arms and legs.
Brand value at the end of year 2: Rs 205-210 cr.
At the end of Year 3

30. As we enter the body care and facial care market we aim to capture 4-5 % initially in body
care and 1-1.5% in facial care and also increase our growth by 20-25% year on year for the
next three years.
Body care category: 410 cr. Our share: 25 cr.
Facial care category: 3700. Our share: 40cr
Hair removal growth around 15-20%: growth contribution 33 cr. HR brand size: 240 cr
Total Brand value : Rs 205+95=Rs 300cr.
At the end of year 4
As we enter the sun care category we would look to have 5-7% share in the first year of
launch and then look to grow it by 25-35% year on year.
Sun Care category: Rs 150 cr. Our share: Rs 8-10 cr.
Body care growth: 20% growth –hence present value: 30 cr
Facial care growth: 20% growth- hence presents value: 48 cr
Hair removal growth: 25% growth-present value: Rs 290 cr
Total Brand value at the end of year 4: Rs 377 cr.
At the end of Year 5
We will foray into the shower care category valued at 10,500 cr. But the herbal based
shower care market is valued at 250 cr. We will look to achieve 3-4% share initially and then
try to grow our share 20% year on year.
Herbal Shower care category: Rs 250 cr. Our share: 10 cr.
Body care growth: 25%- hence present value: Rs 38 cr
Facial care growth: 25%- hence present value: Rs 60 cr
Sun care growth: 35%- hence present value: Rs 13 cr.
Hair removal category-: brand growth: 20%- hence present value: Rs 348 cr.
Hence Total Brand value at the end of year 5: Rs 469 cr

31. Hair removal
400
350
300
250
200
Hair removal
150
100
50
0
2011 2012 2013 2014 2015 2016
Figure 2 Body and Facial Care
70
60
50
40
Body care
30 Facial care
20
10
0
2014 2015 2016

32. Figure 3 Sun care and Shower care
14
12
10
8
Sun care
6 Shower care
4
2
0
2015 2016
All figures in Rs (crores) .
Brand Veet
500
450
400
350
300
250
Brand Veet
200
150
100
50
0
2011 2012 2013 2014 2015 2016
All figures in Rs (crores) .
Conclusion

33. Thus through a combination of building brand equity by driving transition into a beauty
brand by entering four new categories and also by penetrating the Hair removal category
further we will grow Brand Veet from 110 cr to a 469 cr brand in 5 years at a compounded
growth rate of 60% per year.
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