PROJECT20 | Ashna Advani

BONITA

Research

The Brand

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The task was to extensively study all the aspects of an existing product of a particular brand. Then a new brand was to be created that could stand in competition to the original brand.

BACK

Introduction

Pears transparent soap is a brand of soap first produced and sold in 1807 by Andrew Pears, at a factory in London, England.
Pears is regarded as the oldest continuously existing brand in the world.
The first advertising on the brand started with an original painting by Sir John Everett Millais in 1866 – ‘Bubbles’, the most famous Pears ‘face’.
Pears entered India in 1902.
Products under the Pears brand are currently manufactured only in India for global distribution.

Research

Parent Company : Hindustan Unilever Limited
USP: Made of glycerine and natural oils and suitable for all types of skin, keeps skin soft
Segmentation: Personal Care – Premium Soap in three variants
Target Market: Area – Urban areas

Primary target audience – Young women

Age group – 16 to 35 years

Income – Middle income group (Price – Rs 164 for

3 bars of 125 gm each)

Positioning: Pears is trusted for being gentle, and is recommended by doctors and pediatricians worldwide
Media: Television, print, outdoor and digital media

The brand is promoted as a Pure and Gentle soap.
The transparency of the soap acts as the visual cue for purity and the glycerine content as the sign for gentleness.
Pears commercials highlight the virtue of the soap using a Mother and Child as the central theme.
They appeal to the emotions of the target market.

Competitors

Parent Company: Wipro
Santoor entered the market as a natural soap brand with the properties of Haldi and Chandan, and later introduced an almond oil and glycerine soap called ‘Pureglo’.
USP: Promise of younger looking skin, use of natural ingredients
Target audience: Young Indian women, women who strongly believe in using natural products
Income group: Lower middle and middle class
Price range is standard, hence affordable (3 bars of 125 gm each is for Rs 126)
Media: Television, print, outdoor and digital media

Parent Company: Cholayil
With its new positioning – “Get SkinFit with Fast Acting Ayurveda” – Medimix is contemporising the brand to connect with the busy life of the new age consumer
USP: Skin care, the natural way; one solution for skin problems
Target audience: Young women, women with skin problems
Income group: Middle class
Price range (3 bars of 125 gm each is for Rs 150)

Founder: Sri Kesavan Vaidyar (Marketing rights have been acquired by Wipro in 2004)
Chandrika is known as a heritage brand. The ayurvedic soap was first manufactured in Kerala in 1940, later the glycerine soap with 7 ayurvedic extracts was introduced.
USP: Natural, ayurvedic soap
Target audience: Young women in Kerala and Tamil Nadu, Young women
Income group: Middle and upper middle class
Price range (6 bars of 125 gm each is for Rs 402)

Creating a new brand

Option 1

While all soaps target younger women, the new brand can target older women (age 40+)
The needs of this target audience with respect to skin care are slightly different
Skin problems: extreme dryness, pigmentation, aging, wrinkles, dark spots
Composition:

Glycerine and vegetable oils (moisturising and prevents dryness)

Pomegranate (anti-aging properties)

Sandalwood oil (medicinal properties as well as a beautiful scent)

Shea butter (nourishing, treats skin blemishes, scars, wrinkles)

Option 2

Glycerine soaps are known to be mild, but the new brand can anti-bacterial/ anti-fungal properties
The mild glycerine soap is good for all skin types and also works in pandemic times
The soap being natural is 100% vegetarian and suitable for vegans
Composition:

Glycerine and vegetable oils (moisturising and prevents dryness)

Sandalwood oil (medicinal properties as well as a beautiful scent)

Neem oil (anti-bacterial, anti-fungal, treats acne, fights pollution)

Option 3

Continuing to be a majorly glycerine based soap, the new brand can be a series of soaps with added plant extracts for various skin problems
Various plants have different properties
Skin problems: extreme dryness, pigmentation, aging, wrinkles, dark spots, acne, dead skin, etc.
For example:

Pomegranate (anti-aging properties)

Carrot (moisturising, reduces fine lines, wrinkles, protects from UV

rays)

Aloe vera (helps treat acne, dry skin)

Lemon (for oily skin and acne)

The Hypothetical Brand

A glycerine based soap for various skin problems faced by women above 40 years of age.
Skin problems: extreme dryness, pigmentation, aging, wrinkles, dark spots, dead skin, etc.
The soap variants:

Glycerine and vegetable oils (moisturising and prevents dryness) X Pomegranate (anti-aging properties)

Sandalwood oil (medicinal properties as well as a beautiful scent)

Neem oil (anti-bacterial, anti-fungal, treats acne, fights pollution)

Aloe vera (helps treat acne, dry skin)

Carrot (reduces fine lines, wrinkles, protects skin from UV rays)

Lemon (for oily skin and acne)

Shea butter (treats skin blemishes, discolouration, scars, wrinkles)

USP: 100% natural ingredients, solution to a variety of skin problems
Segmentation: Premium Soap with variants
Target Market:

Urban areas

Primary target audience – Older women

Age group – 40 years and up

Income – Middle income group

Price range: 125 gm bar of soap should cost between Rs 70 – 80
Competitors: Pears, Santoor, Medimix, Khadi Natural

Mind Map

Nomenclature

Natural- Element (basis of something)
Beauty- Bonita (Portugese)
Dermis- Dermaved
Lather- Suds, Bubble
Bath- Soak
Age- Chira (Sanskrit)
Lotus- Nalini, Nilofer, Kalava (Telugu)

White- Shwet
Grace- Gracia
Tantra (loom/ weave, mechanism of something)
Tapas (glow/ inner heat, purifying the body for spiritual exercises leading to liberation)
Amor (Portuguese)
Dermor (Dermis + Amor)

Tagline

Age gracefully
For ageless skin
Won’t let your skin age
For an ageless experience
Age is just a number
Ageless skin, naturally!

About the brand

Vision: Our vision is to build a brand that thrives on qualities like wellness and healthy skin.
Mission: Our mission is to help women age gracefully, with our natural soaps as solutions to all their skin related problems.
Brand Values: Care, Quality and Trust
Brand Personality: Pure, Sincere, Natural, Fresh, Young, Cheerful
Although the brand is started off with a single product – bathing bars, the brand will eventually grow to have other beauty and skin related products for older women.
The brand Bonita aims at having a range of skin care products such as Bonita Bathing Bars, Bonita Shower Gel, Bonita Body Wash, etc.