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 2
 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. 3
 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) 4
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 6
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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 TRADITIONS

AND YET STRIVING TO MOVE UP IN LIFE
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 India Variant Position
Personal Wash
VITALITY
Dynamism
Gearing Up
Allure Dove
Empowered
confident
Imperial Leather
Lux
Fair GlowLux International Green Santoor
Mysore Sandal
Nima Sandal
Cinthol Lime Fresh
Nirma Beauty
Camay International
Lux Sunscreen
SELF Liril Palmolive Extra Care
Cinthol Original Moti Sandal BELONGING
AFFIRMATION Palmolive Naturals Hamam
Lifebuoy Gold Well Being
Assert status, Moti - Rose Chandrika Rexona Coconut
Jai Jasmine Medimix Harmony
identity Jai Lime Godrej No. 1 - Rose
Breeze Rexona Sandal Health
Superiority Margo
Lux Bio Moisturisers Pears Comfort
Pride
Cinthol International
Savlon
Nirma Lime
Lifebuoy Plus Dettol Nima Rose Dettol Extra
CONTROL Camay Milk Cream
Admiration Nirma Bath
Competence Lifebuoy
At one's best

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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
Belonging
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

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 •Personal Wash : Likely to buy the
 Pampered, Rewarded same brand for self and family. Will
opt for the family health brands.
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Devoted, Balanced woman
= Belonging
Benefits Seeks a brand that helps her..
 Normal skin  Balance her own identity with her
 Youthful, not old (for role in the family.
acceptance)  Make family/others feel proud of
 Prevention of Problems her

Functionality  Beauty that wins appreciation,

makes her feel accepted
 Anti aging
 Nourishment (maintenance &
preservation)
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

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 What drives her Perception of a Soap
Perceptual Drivers*- All India
Beauty/ Feel Good Special Use 8%
29%
It makes me look younger It is especially for women/
It makes the skin look fairer/whiter suitable for women
It makes me feel relaxed/ de-stressed Is meant for special
Makes me feel feminine occasions like festivals and
It makes me feel pampered marriages
It improves the elasticity/ firmness of It has the feminine details
my skin that only women value
Makes me feel special
It makes me feel attractive Protection 13%
It is a medicated
product

Everyday Use/ Freshness 23%

Attractive/ Good In Use 27% It is a popular brand
Is economical to use
The soap has a nice colour It is meant for every day use
It has an attractive packaging It removes perspiration odour
It has a creamy lather It is suitable for all year round use
It is gentle /mild on skin
* Competitive Environment of Personal Wash Market in India Has a pleasant fragrance
Importance Of Drivers By Segment Buyership

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

* Most Often buyers of Beauty Segment Soaps

** Most Often buyers of Health segment Soaps 15
*** Most Often buyers of Natural mix/ Herbal
 Drivers of Preference

Value for money is the overwhelming top driver

 Perceived Value
Value Line - Overall
Perceived Price Sensitivity Coefficient : 0.49
Quality
160
150
A LUE
HV
140 HIG
130

120
Godrej No.1
Lifebuoy
110
Lux Mysore
Nima Sandal
100
Nirma Cinthol
Hamam
90
Breeze Pears

Valu
Rexona Medimix
80

e
70 E
LU
VA
W
LO
60
60 70 80 90 100 110 120 130 140 150160170180 200 220 240 260 280
Relative Price (log scale)
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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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 Product Inventory
Emotional/Sensorial
• Herbal
• Neem, Aloe vera Inventory
• Honest promises

• Affordable • Protected
• Gentle • Cared for
Brand Image • Refreshing experience
• No side effects
Inventory • Balanced, • Free of negativity

• Green colour • Revival of the spirit

• Protective • Problem free skin • Comforted
• Real world • Odour and sweat control • Complete
• Strong sense of correctness • Balanced
• Enduring • In control, without fear
• Honest • Cooling, calming
• Balanced
HAMAM
• Comfortable with self

• Knows what is best for me

ARCHETYPE:
• Problem solver
SAGE Benefit/Value
• Makes credible promises Inventory
• Integrates with me THE PURIFYING
• Spiritually evolved BATH • Skin health that derives from
• Not very expressive but has herbal protection
inner strength • Problem solution

• Hygiene
User Image Inventory • Freshness

• Assurance that it keeps

• Derives her identity from her promises
traditions and culture • Problem free skin
• Real and relatable
• Freedom from pimples, rashes,
• Has substance
allergies
• Does not believe in external frills • Trusted product that can be
• Value driven passed down to next generation
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• Balanced approach to life • Fearless usage experience
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 Physical Personality
Characteristics Sage-eternal, time-
•Natural Ingredients - tested wisdom,
tulsi, neem, Aloe thoughtful, poised
Vera resilient
•Green

Relationship
Kapferer’s Culture
Trust Prism Traditional Indian

Mentalization
• Comforted Reflection
• Complete • Youthful
• Balanced • Charismatic
• Calm • Victorious over 21