Hamam Bathing Soap

Niches; segmentation & sub segmentation.Behavioral analysis and monitoring

Pr.Dr. Ravi Shanker Jaypee BS & Ivan Coste Maniere CERAM BS Sophia Antipolis France

Introduction• Name comes from the

Arabic/Persian/Hindi word “Hammam” which refers to a public bathing establishment in the middle-eastern countries

• Brand of soap initially marketed by the Tata Oil Mills ( TOMCO)in 1934

• Bought over by Hindustan Unilever Ltd in 1992

• Turnover of 60 million USD

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About the Brand

• Assurance of being a soap which is “safe on skin”• Manufactured in modern soap plants • Contains polyols-Good moisturizers• Made from a blend of vegetable oils• Palm oil and coconut oil mixed in the right

proportion• Gives lather which is stable and can effectively

remove oil, dirt from the surface of the skin.

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Totally Safe !!

• Toxicologically cleared by, the Safety and Environment Assurance Center, (SEAC) Unilever

• Meets all requirements mandated by IFRA (International Fragrance Association)

• Satisfies all the requirements of Toilet Soap Grade II as per Bureau of Industrial Standards of India (IS 2888: 2004)

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Source: ACNeilson

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A special status in the Unilever Portfolio

• Highly brand region specific brand – 70% of sales from the state of Tamil Nadu

• By far the biggest brand in Tamil Nadu, bigger than the next two put together

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User Self-Image • Young woman, young man• Attractive ( personality )• Adjusting, takes things easy• Caring about family and outsiders• ‘Proper’; sticks to time• Respected and respects others• Belong to a middle class• Friendly • Even if she is a working woman she is rooted in good values • Has an ambition, wants to study further, wants to be a doctor, teacher, engineer• Good mother; sets example for others• Instills good values in child• Safeguards child, keeps self and child healthy• Neither too traditional nor too modern

WISE, RESPECTED AND ROOTED IN IMPORTANT TRADITIONSAND YET STRIVING TO MOVE UP IN LIFE

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India Variant PositionPersonal Wash

Jai Jasmine

Cinthol Original

Fair Glow

Moti - Rose

Lifebuoy Plus

Imperial Leather

Lux International Green

Camay Milk Cream

Chandrika

Palmolive Naturals

Jai Lime

Nirma Bath

Liril

Lux

Breeze

Dettol

Lux Bio Moisturisers

MedimixLifebuoy Gold

Camay InternationalLux Sunscreen

Moti Sandal

Lifebuoy

Cinthol Lime Fresh

Dove

Savlon

Mysore Sandal

Godrej No. 1 - Rose

Hamam

Nima Rose

PearsMargo

Rexona Coconut

Palmolive Extra Care

Cinthol International

Nirma Lime

Nima SandalNirma Beauty

Dettol Extra

Rexona Sandal

Santoor

VITALITYDynamismGearing Up

AllureEmpowered confident

CONTROLAdmiration

CompetenceAt one's best

SELF AFFIRMATIONAssert status,

identitySuperiority

Pride

BELONGINGWell BeingHarmonyHealth

Comfort

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Devoted, Balanced woman = Belonging

WANTS TO BE SEEN AS

Practical, Sensible

Balanced – self needs with family

Down to earth, Straightforward

Warm, approachable (friendly)

Dutiful, responsible

WANTS TO FEEL

Assured of self and family’s well being

Balanced, in Harmony

Cleansed, Clean

Appreciated by those around her

Pretty for her partner

Pampered, Rewarded

TOUCH POINTS

Presentable looks

Her family’s/ partner’s pride in her

Appreciation, Belonging

Empathizing with her life around her family

Contentment, At ease with self and the world

Values Trust, Commitment – that reflect her loyalty

•Personal Wash : Likely to buy the same brand for self and family. Will opt for the family health brands.

Belonging

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Devoted, Balanced woman = Belonging

Seeks a brand that helps her..

Balance her own identity with her role in the family.

Make family/others feel proud of her

Beauty that wins appreciation, makes her feel accepted

A TRANSFORMATION THAT

Helps her take care of herself, so that she can take care of others better

Helps her feel relaxed, at ease with self and the world

Benefits

Normal skin

Youthful, not old (for acceptance)

Prevention of Problems

Functionality

Anti aging

Nourishment (maintenance & preservation)

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Beauty/ Feel Good 29%

It makes me look youngerIt makes the skin look fairer/whiterIt makes me feel relaxed/ de-stressedMakes me feel feminineIt makes me feel pamperedIt improves the elasticity/ firmness of my skinMakes me feel specialIt makes me feel attractive

Attractive/ Good In Use 27%

The soap has a nice colourIt has an attractive packagingIt has a creamy latherIt is gentle /mild on skin

Everyday Use/ Freshness 23%It is a popular brandIs economical to useIt is meant for every day useIt removes perspiration odourIt is suitable for all year round useHas a pleasant fragrance

Protection 13%It is a medicated product

Special Use 8%

It is especially for women/ suitable for womenIs meant for special occasions like festivals and marriagesIt has the feminine details that only women value

What drives her Perception of a Soap Perceptual Drivers*- All India

* Competitive Environment of Personal Wash Market in India

Importance Of Drivers By Segment Buyership

* Most Often buyers of Beauty Segment Soaps** Most Often buyers of Health segment Soaps*** Most Often buyers of Natural mix/ Herbal Soaps

Beauty* Health** Natural Mix/Herbal ***

% % %

Beauty/ Feel Good 29 26 31

Attractive/ Good In Use 28 25 25

Everyday Use/ Freshness 23 24 20

Protection 10 17 16

Special Use 9 8 8

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Drivers of Preference

Value for money is the overwhelming top driver

PerceivedQuality

Relative Price (log scale)

Price Sensitivity Coefficient : 0.49

Value Line - Overall

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90

100

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140

150

160

60 70 80 90 100 110 120 130 140 150 160 170 180 200 220 240 260 280

Breeze

Cinthol

Godrej No.1 Lifebuoy

Lux

Medimix

Mysore SandalNima

Nirma

PearsRexona

Hamam

Value

HIGH VALUE

LOW VALUE

Perceived Value

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Competitive Strength• Natural ingredients; mint, tulsi, neem, aloe vera

– Do good– Clarity on the relevance of each for skin; neem is antiseptic, tulsi is anti allergenic, mint is

cooling, aloe vera lends beauty– Does not appear like an over promise– Cues natural beauty

• Long standing presence in the market place– Heritage value– Experienced– Reliable– A number of positive experience stories

• Positive skin benefits– Skin protection– Removes and prevents rashes, pimples and allergies

• Mild herbal fragrance– Reassures on presence on herbal ingredients– Not overpowering, hence appealing

• No side effects– For all ages– Appropriate for all family usage

• Affordable and value for money• Family soap connotations

– Promises health benefits relevant to all family members• Recommended by doctors

– Heightens trust on brand

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HAMAM ARCHETYPE:

SAGE

THE PURIFYING BATH

Brand Image Inventory

• Protective • Real world

• Strong sense of correctness• Enduring• Honest

• Balanced• Comfortable with self

• Knows what is best for me• Problem solver

• Makes credible promises• Integrates with me• Spiritually evolved

• Not very expressive but has inner strength

User Image Inventory

• Derives her identity from her traditions and culture

• Real and relatable• Has substance

• Does not believe in external frills• Value driven

• Balanced approach to life

Benefit/Value Inventory

• Skin health that derives from herbal protection

• Problem solution• Hygiene

• Freshness• Assurance that it keeps

promises• Problem free skin

• Freedom from pimples, rashes, allergies

• Trusted product that can be passed down to next generation• Fearless usage experience

Emotional/Sensorial Inventory

• Protected • Cared for

• Refreshing experience• Free of negativity

• Revival of the spirit• Comforted• Complete• Balanced

• In control, without fear• Cooling, calming

Product Inventory

• Herbal• Neem, Aloe vera • Honest promises

• Affordable• Gentle

• No side effects• Balanced,

• Green colour• Problem free skin

• Odour and sweat control

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Kapferer’s Prism

Physical Characteristics•Natural Ingredients - tulsi, neem, Aloe Vera•Green

PersonalitySage-eternal, time-tested wisdom, thoughtful, poised resilient

CultureTraditional Indian

Reflection• Youthful• Charismatic• Victorious over Time

Mentalization• Comforted• Complete• Balanced• Calm

RelationshipTrust

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