Competitor Analysis
Fabindia case study
About the brand Fabindia is India's largest private platform for products that are made from traditional techniques, skills and hand-based processes. Fabindia links over 55,000 craft based rural producers to modern urban markets, thereby creating a base for skilled, sustainable rural employment, and preserving India's traditional handicrafts in the process. Fabindia's products are natural, craft based, contemporary, and affordable. The Vision At Fabindia we celebrate India, and endeavour to bring all that we love about India to customers around the world. The Mission - Strengthen and support local communities of artisans and enterpreneurs. - Interpreting our rich heritage and traditional knowledge to delight customers. - Natural products that protect the natural environment. - Value for money - Alternative to mass-produced goods Target audience Fabindia initially aimed at selling Indian products to foreign buyers, but has now shifted to a predominantly Indian market, targeting young professionals from the upper middle class Tier 2 and 3 cities.
Sea Buckthorn range Ingredients Fabindia skin products contain only natural ingredients, particularly those obtained from India including herbal, fruit and other natural extracts. This range contains Sea Buckthorn oil. Position Fabindia Sea Buckthorn products like all their others are positioned as herbal/natural with no side effects. This range in particular is meant for normal to dry skin, promising no skin reactions. Product promise Fabindia promises an anti-aging solution with the added benefit of natural ingredients. Product attributes These products range from a pale yellow (lotion) to a saffron colour (oil). They have a characteristic smell that is fruity and sweet. Some users have reported the smell as unpleasant after repeated use.
Sea Buckthorn range Outlets Fabindia products are available only in their exclusive Fabindia outlets and on their website. Range of products The Sea Buckthorn range of products includes body lotion, moisturizer, after bath oil, face wash, soap, shampoo and conditioner.
Price The Sea Buckthorn range is priced between 250 - 800 rupees across the various products, with the bath oil being the most expensive.
Packaging Fabindia packaging uses motifs and symbols of the key ingredients to create patterns (see left).
Anti-aging range Ingredients Fabindia skin products contain only natural ingredients, particularly those obtained from India including herbal, fruit and other natural extracts. This range contains organic shea butter, coconut oil and pro vitamin B5. Position Fabindia Anti-aging products like all their others are positioned as herbal/natural with no side effects. This range in particular is meant for dry skin, promising no skin reactions. Product promise Fabindia promises an anti-aging and moisturising solution with the added benefits of natural ingredients. Product attributes These products all have a mild coconut fragrance and are clear opaque white.
Anti-aging range Outlets Fabindia products are available only in their exclusive Fabindia outlets and on their website. Range of products The Anti-aging range includes day cream, night cream and anti-wrinkle serum. Price The anti-aging products range from 450 - 750 rupees, with the night cream being the most expensive.
Packaging Fabindia packaging uses motifs and symbols of the key ingredients to create patterns (see left).
Olay case study
About the brand Olay is a product truly born from love, as it was created by a man as a gift for his wife. In the 1950s, chemist Graham Wulff saw his wife Dinah’s frustration with the thick, waxy beauty creams that came in shoe-polish tins. In 2000, Procter & Gamble decided to shorten the brand name to Olay. The formula had evolved over the years, and the original name no longer fit with what women have come to expect from Olay—a light, greaseless formula that absorbs quickly into the skin. Today, Olay is one of the most recognizable brands in the world. Yet through all the changes and innovations, the philosophy upheld by Graham Wulff remains just as relevant as ever: Help women look and feel beautiful. That’s a potent formula for success. Olay is committed to providing safe products to our consumers. Ensuring the safety of our products is a responsibility that Olay takes very seriously. Olay conducts over 400,000 safety and quality tests to ensure an excellent experience for women around the world.
ProX range Ingredients The Olay ProX range of anti-aging products contain a specially formulated Age Repair Lotion SPF 30. Position Olay products are positioned as safe, light, greaseless skin care solutions that help women look and feel beautiful. This range combines the best in anti-aging technology targeted at older women. Olay even offers money-back guarantees for their products. Product promise Olay’s ProX range promises an anti-aging solution with UV protection that is good for dry skin, with an added hydrating effect. Product attributes As with all Olay products, this range is clear white in colour with no fragrance except a mild original Olay scent.
ProX range Outlets Olay products are available in all multi-brand cosmetics/medical stores, and large chain stores as well as on a number of online shopping portals. Range of products The ProX range of products includes an age repair lotion, wrinkle smoothening cream, eye restration complex, deep wrinkle treatment and lightening concentrate. Price The ProX products range from 3000 - 4000 rupees and are targeted at upper middle class and higher economic strata women.
Packaging Olay ProX products are heavily branded in red and white. The bottles and tubs are usually glass and all packaging is very modern and edgy.
Total Effects range Ingredients The Olay Total Effects range of anti-aging products contain a specially formulated combination of vitamins and antioxidants. Position Olay products are positioned as safe, light, greaseless skin care solutions that help women look and feel beautiful. This range combines the best in anti-aging technology targeted at older women. Olay even offers money-back guarantees for their products. Product promise Olay’s ProX range promises an anti-aging solution to fight the seven signs of aging - dullness, age spots, wrinkles, fine lines, pores, uneven skin tone and dryness. Product attributes As with all Olay products, this range is clear white in colour with no fragrance except a mild original Olay scent. They are also fast absorbing and oil free.
Total Effects range Outlets Olay products are available in all multi-brand cosmetics/medical stores, and large chain stores as well as on a number of online shopping portals. Range of products The Total Effects range consists of a foaming cleanser, daily moisturiser and a total effects serum. Price The Total Effects products are ranged between 1000 - 1300 rupees and are targeted at younger women from the upper middle class and higher economic strata. Packaging Olay Total Effects products are heavily branded in gold and white. The bottles and tubs are usually high quality plastic and all packaging is very modern and edgy.
Reference links http://www.fabindia.com/intl/products/ http://www.scribd.com/doc/11569951/A-Marketing-Project-on-FabIndia http://www.olay.in/Pages/HistoryofOlayOlay.aspx