Veet Facing Cultural Challenges in Pakistan: Srinidhi Naeital Anurag

VEET FACING
CULTURAL
CHALLENGES IN
PAKISTAN
BY Srinidhi
Naeital
Anurag
INTRODUCTION 2
• Veet is the leading name in depilatory

products with over 100 years experience of
developing safe, effective hair removal
products that are successfully used by over
30 million women across the world, every
year.
• It was first marketed in 1901 in canda under
the name neet
• First company to create cream as a hair
removal formula
• Neet was acquired by a british company RB
and the name was changed to veet
• Today veet is sold in over 180 countries
• Veet range includes wax strips , in shower
removal cream, gel cream , veet trimmer for
face
RECKITT BENCKISER (RB)
• RB divides its operations into 3 types of markets,
developed,
• developing, and
• underdeveloped markets.
• RB’s investment in new automatic dishwashing category.
• Pakistan was relatively infantile market for RB.
• Products marketed by RB Pakistan included Dettol, Veet,
Strepsils, Moov, Krack, Harpic, etc.
Presentation title 4
PAKISTANI FEMALE
• 1/3rd of Pakistan population resided in urban areas, metro
cities like Karachi, Lahore, Islamabad.
• Pakistan is the fast growing nation.
• Total population is 166 million out of 81 million are women.
• 30million 0-14yrs
• 46million 15-59yrs
• 4.6million 60+yrs
• Female labour force raised from 16.3% to 23.1% 2001-2009
• Increased spending capacity of women.
MARKET FOR PERSONAL CARE 5
AND HYGIENE PRODUCTS

• Women in Pakistan were the largest segment of users of branded
personal care.
• Most women base their decision to buy a personal care product
on the model , word of mouth , early experience
• When buying skincare products , women tended to ask for the
imported version .
• Women in Pakistan generally preferred to remove hair using
creams and waxing .
• Hair removal methods : temporary and permanent
• Temporary hair removal is classified into 2 broad categories
Depilation and Epilation
• Veet products in Pakistan were part of the depilatory solution .
USAGE AND ATTITUDE STUDY 2009 6
• This study was commissioned by Humayun Farooq4

• Findings from the usage and attitude study with respect to
various hair removing solutions available in the market
were :
• Razor blades
• Electric shavers
• Depilators
• Epilators
• Waxing
• Laser
7
COMPETITION IN PAKISTAN
• Major competitor of veet was ANNE FRENCH
• ANNE FRENCH available in Pakistan since the 1980’s
• A hair removing lotion made by a local manufacturer
• Veet market share : 23% , Anne French market share : 26%
• Advertisements from the brand featured in few selected magazine
VEET IN 2009
• A fashion show themed as “Garden of Eden” was organized
at the Karachi Parsi
• Institute.
• The show was a dramatic depiction of Adam and Eve
where male models dressed
• to be Adam and females as Eve. The show was perceived
by the audience as overdramatic
• the on-air advertisement for Veet in 2009 featured the
famous Katrina
• Kaif was a regional campaign. This advertisement was
being aired in all countries of the region and was adapted in
Pakistan for the local price points
9
S SEGMENTATION: * GENDER * INCOME LEVEL *

PSYCHOGRAPHICS
T
TARGETING: URBAN WOMEN; AGED 17-49; WORKING
WOMEN.
POSITIONING: METRO CITIES OF PAKISTAN KARACHI,
LAHORE, ISLAMABAD.
P
10
SWOT ANALYSIS
STRENGTHS & OPPORTUNITIES WEAKNESS & THREATS
• STRENGTHS : • WEAKNESS:
• The financial position • Presence of similar beauty products means
• Experienced work force limited market share
• Product uniqueness • Skin sensitivity can be an issue for a lot of
• Brand value consumers
• • THREATS :
OPPURTUNITIES :
• • Strong and established competitors
Untapped rural market
(ANNE FRENCH)
• Tie ups with local beauty palours, fashion
• Threat from substitutes
and modelling houses
• Advertisement
MARKETING MIX
Marketing Strategy of Reckitt Benckiser analyses the
brand with the marketing mix framework which
covers the 4Ps (Product, Price, Place, Promotion).
There are several marketing strategies like product
innovation, pricing approach, promotion planning
etc.
MARKETING MIX
• Marketing Strategy of Reckitt Benckiser analyses
the brand with the marketing mix framework which
covers the 4Ps (Product, Price, Place, Promotion).
There are several marketing strategies like product
innovation, pricing approach, promotion planning
etc.
• PRODUCT MIX
• The product strategy and mix in Reckitt Benckiser
marketing strategy can be explained as follows:
Reckitt Benckiser offers products in health, hygiene
and home care section.
• Each of these brands has many variants and pack
sizes.
• The organization combines the latest knowledge in
science with consumer requirements and builds
relevant products.
• Price mix
13
• Reckitt Benckiser has adopted the value based pricing as a part of
its marketing mix and are kept at optimal level and at the
consumer's perception level
• Though the prices are affordable, they are a bit on the higher side
which the consumer associates with better quality due to trust built
by the brand.
• Place mix
• Reckitt Benckiser is a global organization operational in nearly 60
countries and sales in 200 countries spread over 6 continents.
• The company has always focused on its core brands with emphasis
on supply chain and distribution.
• Promotion mix
• The organization has adopted the strategy of 'innovative Marketing’.
As the products are mainly in FMCG sector, it has used all the
promotional media available (print, broadcast, billboards and
hoardings, digital).
• It has also implemented consistent and innovative packaging which
consumers recognize and associate.
Presentation title 14
CHALLENGES
1. The major competitor of Veet was Anne French, a hair
removing lotion having 26% market share.
2. 2. There was no marketing for personal hygiene feminine
like hair removal creams in Pakistan.
3. 3. Matters of personal hygiene was considered private and
consumer buying habits were also peculiar in Pakistan.
4. 4. The first fashion show in 2007 was over dramatic and
hence no connection between brand and fashion.
5. 5. Pakistan is an infantile market for RB.
CONCLUSION
• THE IDEA OF ABM WAS TO CAMPAIGN IN
SCHOOLS AND COLLEGE AT THE COST 30M
IN TOP 3 CITIES OF PAKISTAN NAMELY KLI
• BUT THE COST OF THE FASHION SHOW
THAT FAROOQ PROPOSED WAS AROUND
7M WHICH IS MUCH MORE LESS THAN 30M
WHICH WAS THE BUDGET OF THE
SAMPLING CAMPAIGN.
• VEET BEING A FASHION PRODUCT AND
NOT A NECESSITY IT WOULD HAVE BEEN A
TABOO MARKETING THE PRODUCT IN
SCHOOLS AND COLLEGES
THANK YOU

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VEET FACING

• Veet is the leading name in depilatory

AND HYGIENE PRODUCTS

• This study was commissioned by Humayun Farooq4

S SEGMENTATION: * GENDER * INCOME LEVEL *

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