Wild Stone Mapping: Consumer Perception

It is no longer a matter of personal choice, but a basic social necessity in terms of sophistication and hygiene. Body sprays and deodorants are now a necessity in one’s personal hygiene. The deodorant industry has grown out and beyond its basic functionality, and has become related to ones personality and personal style statement. Deodorants are no longer just another camouflaging smell, but is more of a representative of one’s nature which is identified in the intensity of the smell- whether strong or mild, the brand and its communicated brand personality- whether aggressive or adventurous etc.

Earlier when the deodorants were launched in the market, they were considered the premium products. The prices were also high because promotional expenditures were also high.Firms focused on those buyers who were ready to buy, usually the higher income group.Informing the potential consumers and product trials was a costly affair.

Now the deodorants have captured a huge market. New competitors are entering into the market, new features are introduced into the product and the distribution is getting expanded. Prices are also lowering down and it is becoming an economic product. To sustain the new product, that is, deodorant, new features are being added to it like the introduction of new fragrances, trendy bottle design, lasting effects, anti bacterial features etc.

Get Help With Your Essay

If you need assistance with writing your essay, our professional essay writing service is here to help!
Find out more about our Essay Writing Service

The deodorant market in India is worth Rs 1000 crore. The success of deodorants in the urban market has encouraged the leading players in the sector to launch more variants in this product.There are around 15 media active brands with new brands entering into the market every month. Particularly the Deodorant segment is growing at approx 42% in value and 37% in volume.

Thus it’s a wild competition between the brands to gain the maximum market share and consumer’s “mind-space.” To be able to appeal to the consumers and lead them to purchase and repurchase, it is important to understand the perceptions of the target consumer regarding the brand, the usage, the need, and the product. One of the most effective way to do this is to understand the consumer’s personality, since his choice of brand and product is nothing but an extension of his own persona. This project aims to understand the same in relation to the WILDSTONE brand of deodorants.

INDEX

Contents

INTRODUCTION TO THE PROJECT

What is Brand?

1″Brand is the personality that identifies a product, service or company (name, term, sign, symbol, or design, or combination of them) and how it relates to customers.”

Brand is a name or symbol that is commonly known to identify a company or its products and separate them from the competition.

A well-known brand is generally regarded as one that people will recognise, often even if they do not know about the company or its products/services. These are usually the businesses name or the name of a product, although it can also include the name of a feature or style of a product.

Brand Positioning

In marketing, positioning has come to mean the process by which marketers try to create an image or identity in the minds of their target market for its product, brand, or organization.

Also positioning is defined as the way by which the marketer creates impression in the customers mind.

The task of the marketer is to mould consumer perceptions so as to occupy the desired position for his brand. Perceptions or brand positions can be changed even if the product is the same; this is known as repositioning of a brand.

Positioning has four components.

The first component is the product class or the product category in which the brand is to operate. The second is the consumer segmentation. It is impossible to think of a position for a brand without, at the same time, considering the segment for which offers benefits that other brands do not. The third is the mapping of the brand in the consumer mind. Brand benefits and attributes make up the fourth component of positioning. A consumer can allot a position in her mind only to a brand whose benefits are meaningful to her. The search for vacant positions in the market must be conducted with reference to the product benefits and the preferred importance of such benefits.

The position that we seek in a consumer’s mind is based upon the knowledge of the consumer’s perception of the product category. What is the imprint of the various brand in the

1 Definition from Wikipedia

The position that we seek in a consumer’s mind is based upon the knowledge of the consumer’s perception of the product category. What is the imprint of the various brand in the

consumer’s mind? Is there a vacant position? The answers lead us to a product concept and the emotional or psychological values which it must offer.

The position which a brand seeks in the target customers mind is influenced by its functional features or attributes. The attribute must be such as to make the position credible. The position of the brand is also influenced by its non- functional features comprising functional as well as emotional or psychological values.

Positioning is the pursuit of differential advantage. One of the major contribution of positioning theory to marketing strategy has been to bring out the concept of dissimilarity between the brands in the minds of target consumers and to uncover the many opportunities for such perceived differentiation based upon the capabilities of the product. Who am I? What am I? For whom am I? Why me? The answers to these would determine the brand’s position in the mind of the consumers.

Except for the most basic necessities, consumers buy product both for their functional benefits and their symbolic meanings. Consumers prefer to buy those products and brands that match best with their image of themselves. Brands can be, and are likened to people; they acquire human characteristics. This is known as brand personality. It refers to the symbolic and emotional characteristics of a brand.

Positioning is something (perception) that happens in the minds of the target market. It is the aggregate perception the market has of a particular company, product or service in relation to their perceptions of the competitors in the same category. It will happen whether or not a company’s management is proactive, reactive or passive about the on-going process of evolving a position. But a company can positively influence the perceptions through enlightened strategic actions.

COMPANY PROFILE

McNroe Consumer Products Pvt Ltd

14,Netaji Subhas Road. Kolkata

Phone- +91 33 22102095

Website-www.mcnroe.com

Vision

To become the most admirable grooming and lifestyle brand in India.

The booming young adult population with high disposable income is more conscious of the latest trends than ever before. Keeping pace with changing times, the company is sharply focused to create and offer great products to the Indian Youth.

HISTORICAL BACKGROUND

The company was originated in the year 1986 as McNROE Chemicals.

Promoted by Mr. N.K Daga. He is currently a Director in the company.

McNROE Chemicals was incorporated as McNROE Chemicals Pvt. Ltd. On 26th July 1996.

In September, 2009 the name of the Company changed as “McNROE Consumer Products Pvt. Ltd. with a view to reflect the aspiration to be a personal care Company.

The company operates on a sound understanding of fragrance and its relevance to customers.

The business of the Company grew in size and stature and in first 10 years of its business successfully expanded the area of distribution of its products to the states of Eastern & North East India and North Central India.

PRESENT STATUS

Presently the company is a 140 crore company.

The company’s distribution network spans across Dealers, sales agents, C&F agents and Super Stockist.

Company brands are distributed across the country through a team of 1200 distributors covering 380000 Retail outlets.

The Company has its manufacturing units in the state of Uttaranchal.

The company is currently building capability to enter and serve Modern Trade Outlets.

The marketing strategy of the company has been consulted by the Future Brands.

MAJOR BRANDS

C:UsersyogeshDesktopheavens-garden-logo.gif C:UsersyogeshDesktopwild-stone-logo.gif deo_romance_001_big.jpg

HEAVENS GARDEN

Products- Talcum Powder, Skin Care (Anti septic Cream, cold cream, moisturizing lotion)

SECRET TEMPTATION

(Female Range)

Products- Talcum powder, perfumeries (perfumes & deodorants)

WILD STONE

(Male Range)

Products- Talcum Powders, perfumeries (perfumes & deodorants), Skin care products

(Shaving cream, After shave lotion, Shaving brush, Soap)

Premium range of cosmetics is marketed under the brand name SECRET TEMPTATION and WILDSTONE for female and male range respectively.

Mass family segment is marketed under the brand name HEAVENS GARDEN.

The range of products of company include talcum powder, cold cream, anti septic cream, deodorant, spray perfume, moisturizing lotion, After Shave Lotion, Soap.

INTRODUCTION TO THE BRAND

WILD STONE

C:UsersyogeshDesktopPoster2.jpg

Living life on the edge can be intensely pleasurable. Wild Stone is for the man who enjoys unshackled pleasure

Wild Stone is a quintessentially male brand, providing personal care products for young Indian males. Rough and rugged, it does away with the controlled norms of social interaction, taking contact between men and women to an elemental, instinctual level.

Wild Stone bases its products on the changing needs of India’s youth. Wild Stone answers the need for fragrance on the go, with its Deodorants and Perfumes. The strong fragrances are ideally suited for Indian weather conditions. Soaps and shaving products complete a man’s personal care ritual. With a wide range of fine fragrances, Wild Stone offers an international experience to its users.

The brand was started in the year 2005, targeting the middle class working people. Their products are targeted at the uber-masculine male “who loves living life on the edge”.

Wild Stone markets itself as the masculine and mysterious brand in the Indian market. The brand is targeted at male aged 22-28. All its campaigns revolve around this central theme of seduction where girls make the first move. The feeling of being seduced gives a big boost of self confidence to a man. Along with these, the brand also ensures that customers are constantly engaged with new fragrances and campaigns.

The company started the brand with a tagline “Wild by nature”. They moved on to the “Barely Legal” tagline which was more subtle and had sexual Undertones. Now the brand has again a new Tagline “It happens”. The new tagline gives a message that Wild Stone man doesn’t have to “Try Too Hard”. Brand anchor is “Dangerous Liaisons” and the brand destination is to become “The iconic Indian Male Fantasy brand that owns the space of Indian sensuality”.

Wild Stone has grown rapidly over the last two years, to emerge as the number three brand in the fastest growing FMCG category today. It is the top brand in several states, has achieved universal awareness. With a clearly differentiated position, and strong growth across categories, Wild Stone is set for success.

Wild Stone has become one amongst the top three brands in the Indian deodorant market within few years of its launch. Wild Stone deodorant has a national market share of 7.4%.

PRODUCTS

http://mcnroe.com/images/wildstonedeothumb.jpg

Deodorants

http://mcnroe.com/images/wildstonetalc.jpg http://mcnroe.com/images/wildstoneshavingcream.jpg

Talc Shaving cream

http://mcnroe.com/images/wildstonesoap.jpg http://mcnroe.com/images/wildstoneperfume.jpg

Soap Aftershave Lotion

DEODORANTS

http://mcnroe.com/images/w-s-deo1.jpg

Night Rider

Green, aromatic, floral, woody, musky

Wild Stone

http://mcnroe.com/images/w-s-deo2.jpg

Wild Stone

Aqua Fresh

Citrus, spicy, floral, ambery, woody, musky

Aqua freshness with citrus and amber.

http://mcnroe.com/images/w-s-deo3.jpg

Wild Stone

Raw Passion

Aromatic, green, citrus, slightly fruity, ambery, woody, musky

Sparkling, energetic & irresistibly masculine.

http://mcnroe.com/images/w-s-deo4.jpg

Wild Stone

Ultra Sensual

Aromatic, lavender, rosemary, spicy fresh, woody, musky

The classic fragrance of the Wild Stone man.

http://mcnroe.com/images/w-s-deo5.jpg

Wild Stone

Hydra Energy

Citrus, fresh, lavender, spicy, aromatic, green, woody, ambery, musky

Refreshing fragrance, perfect to begin your day.

http://mcnroe.com/images/w-s-deo6.jpg

Wild Stone

Forest Spice

Green citrus, lavender, aromatic, spicy, woody, powdery, musky

Adventurous to the core.

OBJECTIVE OF THE STUDY

To study the deodorants industry in India

To study the company’s desired consumer perception of its brand WILDSTONE

To make an in depth study and analysis of the actual brand perception of the consumers

To locate gaps, if any, between the desired and actual brand perception

Recommend strategies, based on my project study results, to plug such gaps.

START

Evaluate frameworks available for conducting the study and short listing the appropriate.

To study the company’s desired consumer perception of its brand WILDSTONE

Designing a questionnaire to understand current consumer perception on stated parameters.

To make an in depth study and analysis of the actual brand perception of the consumers

To locate gaps, if any, between the desired and actual brand perception

Collate results and compare consumer perception and find gaps

Recommend strategies, based on my project study results, to plug such gaps

Research design and methodology

Sources of data collection

The study is a cross sectional study. Data was collected at a single point of time. For the purpose of present study a related sample of population were chosen for the sake of convenience.

Primary data:

It is the data collected afresh or for the first time

OR

It is data which is collected by the researcher directly from the respondents.

There are various methods of data collection. The ones I have used are:-

Observation : Data is collected based on observation done in the market

Interview method:. Collected some information by informal interviews by the target consumers at different places to formulate the correct questionnaire. Questions related to the survey were asked on one to one basis

c) Questionnaire: Designing the questionnaire

Multiple choice questions

Scaling

Subjective

Method of sampling

It refers to the method to be applied and the technique to be used in selecting the sample.

Random sampling

A sampling process where each element in the target population has a equal chance or probability of inclusion in the sample.

Judgmental Sampling

The selection of a unit, from the population based on the judgment.

Judgment sampling involves the choice of subjects who are most advantageously placed or in the best position to provide the information required.

They could reasonably be expected to have expert knowledge by virtue of having gone through the experience and processes themselves and might perhaps be able to provide good data or information to the researcher.

Sample size

A sample is a part of the total population .It can be an individual or a group of elements selected from the population. Although it is a subset it is representative of the population.

The Sample size is 120.

Questionnaire

The questionnaire format was made in accordance to the research objective.

However the questionnaire was modified as the survey progressed for the purpose of seeking more authentic information to enhance post survey analysis

The questionnaire format is available in the annexure

Research methodology

It is a set of systematic techniques used by scientific researchers. During execution, the framework should always indicate the purpose of what one is doing at that moment

The research methodology used is Descriptive Analysis study:

Descriptive research (or statistical research)

This research describes data and characteristics about the population or phenomenon being studied. Descriptive research answers the questions who, what, when, where and how

Although the data description is factual, accurate and systematic, the research cannot describe what caused the situation.

The description is used for frequencies, averages and other statistical calculations.

Qualitative research often has the aim of description and researchers may follow it up with examinations of why the observations exist and what the implications of the findings are.

In brief, descriptive research deals with everything that can be counted and studied. However there are always restrictions to that. Our research must have an impact to the lives of people around us.

Similarly the results of this project will be beneficial to both the company and the consumers since the company will use these key findings about the consumer’s brand and consumption perception to design its marketing and other strategical concepts to position the brand in the consumers mind.

ANALYSIS OF THE STUDY

As mentioned the project is relating to mapping the consumer perception about the brand WILDSTONE. Evaluating the different framework available for conducting the survey. Then shorlisting the appropriate framework. For this project KAPFERER’s BRAND IDENTITY PRISM have been considered for the survey.

Brand Identity Prism

Kapferer has developed a brand identity prism where he distinguishes a sender and recipient side, plus an externalisation and internalisation side. The 6 identity facets express the tangible and intangible characteristics of the brand and give it a unique authority and legitimacy of values and benefits. The six facets of the identity prism can be described as-

Physique -Physique is both the brand’s backbone and its tangible added value. It is the basis of the brand. An exterior tangible facet communicating physical specificities, colour, form and brand qualities.

Personality- An internal intangible facet which forms the character, soul and brand personality which are relevant for brands.

Culture- An internal intangible facet to integrate the brand into the organization which is essential in differentiating brands. It symbolises the organization and the value it stands for. Here culture means the set of values feeding the brand’s inspiration.

Relationship- It is the handshake between the consumer and the organization.

Reflection – It is the consumer’s perception about the product.

Self image-If reflection is a target’s outward mirror, self image is the target’s own internal mirror. Through our attitude towards certain bran, we indeed develop a certain type of internal relationship with ourselves. An external intangible facet reflecting the customer attitude towards the brand.

These six facets define the identity of the brand as well as the boundaries within which it is free to change or to develop. It demonstrates that these facets are all interrelated and form a well structured entity.

Figure 15 – Brand identity prism and three-tier pyramid

Fig. Brand identity prism

Kapferer’s brand identity prism defines the following:

The brand’s particular vision and aim

What makes the brand different

What need is the brand fulfilling

What are the value or values

What is its permanent nature

What are the signs which make it recognizable

BRAND IDENTITY PRISM OF WILD STONE

PHYSIQUE-

Color- silver, logo unit, scratch mark

PERSONALITY- young adult, masculine, mysterious, enjoys a hint of danger

CULTURE-

Indian sensuality, modern

RELATIONSHIP- exciting possibilities, dangerous liaisons

REFLECTION- wild, rough & rugged, dynamic

SELF IMAGE-

Strong internal energy, self assured, mascular attraction

DATA ANALYSIS

The following are the results of the survey done for the brand Wild Stone.The questionnaire was designed based on the Brand Identity Prism.The 6 identity facets of the prism express the tangible and intangible characteristics of the brand and give it a unique authority and legitimacy of values and benefits.

What is your Profession?

percent of the target consumers were serviced based people. 31 percent people were business men.

Why do you use deodorant?

A question was asked by the people relating to the utility of deodorant to them.43 percent of the people use deodorant for freshness. 23 percent of the target consumers use it for removing body odor.

From where do you purchase deodorant?

How do you give importance to the factors while purchasing a deodorant?

(Rank 1 for the highest priority and 5 for the lowest)

When the target consumers were asked about the priority they have before purchasing a deodorant for themselves, 43 percent people go for the fragrance. They give importance to the smell of the deodorant. 27 percent give importance to the brand of the deodorant.

Which brand of deodorant do you use?

(The survey was done for the 3 brands of deodorants. Axe, Park Avenue and Wild Stone. The survey of the customer was not considered if he used any other brand of deodorant.)

48 percent of the target consumers are the users of AXE, an HUL product. Axe holds the major share among the other brands of deodorants i.e Park Avenue and Wild Stone which holds 24 and 28 percent respectively.

PHYSIQUE

An exterior tangible facet communicating physical specificities, colour, form and brand qualities. Physique is the starting point of branding and therefore it forms the brands backbone.

How do you recognize the Wild Stone products?

** More than 1 answer was also given by the target consumers. For eg. a consumer may say that he recognize the product by the color and logo.

An open ended question was asked by the target customers about the recognition of the Wild Stone brand. The question was asked by the consumers to know what makes them recognize the brand Wild Stone. As surveyed with 120 target consumers, 64 percent people recognize the Wild Stone brand products by the color. Around 12 percent people recognize by the logo unit of the brand. Only 17 percent people were able to recognize the logo unit of the brand i.e. the Scratch Mark. Few people recognized the product from their overall packaging unit.

Again an open ended question was asked to the target consumers to know what color comes in their mind when they think about the Wild Stone brand.39 percent of the target consumers responded the color black .17 percent consumer’s perception matched with the company’s view i.e. the color Silver .The company associated silver with the brand. As the color silver signifies self-confidence and self-assurance. However, majority chose the color black with the brand.

Logo unit helps to recognize the brand easily. Logo units are the representatives of the brands. Only 22 of the target consumers recognized the symbol in the product i.e. the scratch marks.

PERSONALITY

An internal intangible facet which forms the character, soul and brand personality which are relevant for brands.

The brand identity prism focuses on the personality of the brand. The intangible facets like the age, the character etc. of the brand. The company has positioned the brand to reflect the person belonging to the age group between 22-28. Around 56 percent of the people matched with the company’s perception.31 percent of the target consumers perceives the brand to belong to the age group of 18-22.

As the company says the brand is definitely for male. Wild Stone markets itself as the masculine and mysterious brand in the Indian market. All its campaign revolve around the central theme of seduction where girls make the first move. Had Wild Stone been a person, its appearance would have been a masculine type. Company feels the brand as the masculine and the mysterious type.38 percent of the target consumer feels that Akshay Kumar is the better choice who can endorse the brand. Akshay Kumar the action hero is known better for his masculine nature. So the majority feel Akshay Kumar as the best option for endorsing this brand. They have the same perception as the company.

Company also positioned the brand as mysterious if a person.And around 32 percent of the target consumers feel Emraan Hashmi (better known for his mysterious characters in Bollywoodmovies) can be a better option for endorsing the brand.

The Wild Stone brand as a person will enjoy a hint of danger. Company positioned it as a brand which enjoys the risk and adventure. The danger with that adventure is enjoyed. Bungee jumping is considered as the most dangerous game among the options given. 20 people of the total 120 believe that the brand Wild Stone if a person will enjoy Bungee Jumping. But 48 out of 120 believe that Wild Stone as a person will enjoy river rafting the most as it appeals more thrilling and adventurous.

REFLECTION-

An exterior facet with tangible and intangible areas, and defines the behaviour that identifies the brand – the way the brand connect to its customers.

CULTURE-

An internal intangible facet to integrate the brand into the organization which is essential in differentiating brands.

It symbolises the organization and the value it stands for.

The brand belongs to the Indian Nationality.58 percent of the target consumers say that the brand is the Indian brand. It belongs to the Indian nationality.17 percent of the target consumers say that the brand is of American nationality.

SELF IMAGE

Self-image is the external intangible facet reflecting the customers’ attitude towards the brand.

These inner thoughts connect personal inner relationship with the brand. So called: the target internal mirror

When the Wild Stone users were asked about how they feel when they use the Wild Stone deodorants or how they felt personally when they use the product, most of the responses matched with what the company positioned its brand. The people were asked to describe the users of Wild Stone.48 percent of the target consumers feel the users of the brand as young. 47 percent feel the users of the brand have muscular attraction. Attributes like adventurous,wild, confident and attractive were also added to describe the users.

RELATIONSHIP

It is the handshake between the consumer and the organization.An exterior facet with tangible and intangible areas, and defines the behaviour that identifies the brand, the way the brand connects to its customers.

The relationship in the brand identity prism of Wild Stone brand has exciting possibilities. The brand Wild Stone gives its users an exciting feeling of possibilities. In the survey done, blind date was considered the most exciting possibility followed with the adventurous trip.53 percent of the target consumer go with the option Blind date. 18 percent go with the option adventurous trip.

COBWEB REPRESENTATION

COBWEB is a method to represent the data.

It analyzes and shows the difference between the consumer’s data and the company’s data.

This is designed with all those attributes which are required in the brand identity prism.

This is the Coweb representation of the data. Basically it analyzes and shows the difference between the consumer’s data and the company’s data. This is designed with all those attributes which are required in the brand identity prism. Company gives its own priorities to the following attributes i.e which attribute is more important for their brand with related to others.

There are 6 identity facets in the brand identity prism. Thesefacets express the tangible and intangible characteristics of the brand and give it a unique authority and legitimacy of values and benefits. Following are the six facets of the prism:

Physique

Personality

Relationship

Culture

Reflection

Self-image

PHYSIQUE-This represents an exterior tangible facet communicating physical specificities, colour, and form and brand qualities. Physique is the starting point of branding and therefore it forms the brands backbone. Silver i.e. the colour of the product, logo unit,scratch mark are following attributes which belong to this entity. Questions were asked to the respondents regarding the physique of the brand. The following table shows the result of the survey conducted on the consumer preferences:

PERSONALITY-This represents an internal intangible facet which forms the character, soul and brand personality which are relevant for brands.Company targets people having an age group of 22-28 (Young adult). The Brand is Masculine, Mysterious and it also enjoys a hint of danger. Respondents were asked about the hint of danger and adventure a wild stone man enjoys. Two options were based on the company’s point of view. Bungee jumping (considered as one of the most dangerous game) and River rafting (considered as one of the dangerous as well as adventurous game). 17 percent agreed with bungee jumping and 40 percent agreed with River rafting.Following scorings are developed after the survey conducted on consumer preferences and awareness:

RELATIONSHIP-This represents an exterior facet with tangible and intangible areas, and defines the behaviour that identifies the brand – the way the brand connects to its customers.

Relationship is actually a handshake between the company and the consumer. The way a brand connects to its customer. Exciting possibilities scores 2.6 in the scale of 1 to 5.

CULTURE-Culture is an internal intangible facet to integrate the brand into the organization which is essential in differentiating brands. The company states its brand as modern as well as Indian.The following table shows the result of the survey conducted on the consumer preferences:

REFLECTION – Exterior facet with tangible and intangible areas, and defines the behaviour that identifies the brand – the way the brand connect to its customers. The company assigns the brand wild stone with attributes like Wi