Puriteen Case
PGP 2012-14
Consumer Behaviour
Case Analysis: PURITEEN COSMETICS
Ajinkya Ankit Mate Nitin Verma Rajat Shubham Saini Sonakshi Saini
2012PGP427 2012PGP199 2012PGP233 2012PGP292 2012PGP359 2012PGP367
CASE BACKGROUND A cosmetics company Puriteen has acquired a perfume and cologne company previously managed by the Depuys Henri and Marie who named the two perfumes after their names. Puriteen aimed to develop a marketing program for the two newly acquired perfumes. Despite being rated high in consumer smell preference tests, it was understood that the success of such products depended upon an appealing image for the brand and only if consumers’ ideal self image is effectively mapped with the brand perception.
PURPOSE OF THE ANALYSIS DONE BY PETE DOZIER Dozier, Vice President of Marketing at Puriteen, applied the Self Theory to develop the marketing plan for Henry’s. The purpose of the Marketing Research carried out by him was to measure the self and ideal self images of the female consumers and the image they held for the three different perfume brands which were shown in the advertisements. Dozier wanted to base the selection of the advertising concept for Henry’s on the results of the tests conducted.
METHODOLOGY USED FOR THE TESTS Three perfume advertisements were videotaped and shown to all the respondents who participated in the research The advertisements were based on different themes. The first advertisement had a sensational theme (Nako), the second had a romantic theme (Rumans) and the third advertisement had a prestigious theme (El Primo) The female respondents were given a semantic differential scale on which they could describe their self and ideal self concepts, and their perceptions of the three perfume advertisements that were presented to them. The tests were conducted New Orleans, Tallahassee, Atlanta, Releigh and Memphis. A total of 496 personal interviews were conducted for the analysis
DATA DEPICTION Fig 1 and 2 in the annexure
Consumer Behaviour
Case Analysis: PURITEEN COSMETICS
Ajinkya Ankit Mate Nitin Verma Rajat Shubham Saini Sonakshi Saini
2012PGP427 2012PGP199 2012PGP233 2012PGP292 2012PGP359 2012PGP367
CASE BACKGROUND A cosmetics company Puriteen has acquired a perfume and cologne company previously managed by the Depuys Henri and Marie who named the two perfumes after their names. Puriteen aimed to develop a marketing program for the two newly acquired perfumes. Despite being rated high in consumer smell preference tests, it was understood that the success of such products depended upon an appealing image for the brand and only if consumers’ ideal self image is effectively mapped with the brand perception.
PURPOSE OF THE ANALYSIS DONE BY PETE DOZIER Dozier, Vice President of Marketing at Puriteen, applied the Self Theory to develop the marketing plan for Henry’s. The purpose of the Marketing Research carried out by him was to measure the self and ideal self images of the female consumers and the image they held for the three different perfume brands which were shown in the advertisements. Dozier wanted to base the selection of the advertising concept for Henry’s on the results of the tests conducted.
METHODOLOGY USED FOR THE TESTS Three perfume advertisements were videotaped and shown to all the respondents who participated in the research The advertisements were based on different themes. The first advertisement had a sensational theme (Nako), the second had a romantic theme (Rumans) and the third advertisement had a prestigious theme (El Primo) The female respondents were given a semantic differential scale on which they could describe their self and ideal self concepts, and their perceptions of the three perfume advertisements that were presented to them. The tests were conducted New Orleans, Tallahassee, Atlanta, Releigh and Memphis. A total of 496 personal interviews were conducted for the analysis
DATA DEPICTION Fig 1 and 2 in the annexure