Keya Seth’s Aroma Therapy
Keya Seth’s Aroma Therapy products are typically late entrant in the market. From the very beginning this brand has differentiated itself by promoting experience attributes. The exclusive stores of Keya Seth’s Aromatherapy, Keya Seth’s beauty Spa, Keya Seth’s College of Beauty, the presence of beauty experts in the stores for consultation, Beauty demonstration in TV in prime time slots not half min or one min TV commercial- these all are the invitations to spend time with the brand and experience its exclusivity.
The connection with Aroma Therapy of Ancient Indian Civilisation increases the credibility of the products.
Not only has the products, Keya Seth herself become a beauty expert icon (editing beauty magazine …show more content…
The naming of the brand itself by the name of its iconic personality ensures the success of the brand. The assurance is given by Keya Seth- “Don’t worry, I am there” and this is the differentiated positioning of the brand.
The brands positioning of Keya Seth and Lakmeare completely different. For mid income people Lakme is the most convenient choice to look fair and one single product for beauty treatment. On the other hand, the high income people who are extremely conscious about skin and also can afford speciality products, may undergo a series of skin care treatment offered by Keya Seth. For them, it is not only rejuvenating their skin but refreshment for their entire soul and psyche. Lotus falls somewhere in between thus needs push from the retailer.
This is how Keya Seth’s Aromatherapy got the attention. Although it started regionally from Kolkata but now it is spreading across pan India and even abroad. This brand got initial success by differentiated positioning and adding the service part with the product. Promoting the experience attributes worked for high income, skin conscious people. However, like Lotus the question can be posed for this brand also, where it should be projected next- operating in experience attributes and charging lesser premium and go to the credence area where higher premiums can be …show more content…
The brand is heavily advertised in TV, newspapers and other mass media. In selling front, apart from exclusive Keya Seth’s stores, the products are being sold through small multi brand retail cosmetics stores also. Through this they are increasing the reach and availability but allowing the brand to lose its exclusivity. When it is sold through small retailers for convenience of customers in repeat purchase then the customer experience reduces in turn. Moreover, it does not protect new customers to enter the small retailer for Keya Seth’s products. In a price sensitive environment there is a likely chance of non-convert which otherwise could have been converted through demonstration of knowledgeable experts and experience in exclusive Keya Seth’s Stores. The multi brand retailer can promote other brands and prospect of Keya Seth’s won’t get converted. This is how the brand is losing the exclusivity. Naturally, with time it will lose the unique positioning and the premium they are getting now will not be available any
Keya Seth’s Aroma Therapy products are typically late entrant in the market. From the very beginning this brand has differentiated itself by promoting experience attributes. The exclusive stores of Keya Seth’s Aromatherapy, Keya Seth’s beauty Spa, Keya Seth’s College of Beauty, the presence of beauty experts in the stores for consultation, Beauty demonstration in TV in prime time slots not half min or one min TV commercial- these all are the invitations to spend time with the brand and experience its exclusivity.
The connection with Aroma Therapy of Ancient Indian Civilisation increases the credibility of the products.
Not only has the products, Keya Seth herself become a beauty expert icon (editing beauty magazine …show more content…
The naming of the brand itself by the name of its iconic personality ensures the success of the brand. The assurance is given by Keya Seth- “Don’t worry, I am there” and this is the differentiated positioning of the brand.
The brands positioning of Keya Seth and Lakmeare completely different. For mid income people Lakme is the most convenient choice to look fair and one single product for beauty treatment. On the other hand, the high income people who are extremely conscious about skin and also can afford speciality products, may undergo a series of skin care treatment offered by Keya Seth. For them, it is not only rejuvenating their skin but refreshment for their entire soul and psyche. Lotus falls somewhere in between thus needs push from the retailer.
This is how Keya Seth’s Aromatherapy got the attention. Although it started regionally from Kolkata but now it is spreading across pan India and even abroad. This brand got initial success by differentiated positioning and adding the service part with the product. Promoting the experience attributes worked for high income, skin conscious people. However, like Lotus the question can be posed for this brand also, where it should be projected next- operating in experience attributes and charging lesser premium and go to the credence area where higher premiums can be …show more content…
The brand is heavily advertised in TV, newspapers and other mass media. In selling front, apart from exclusive Keya Seth’s stores, the products are being sold through small multi brand retail cosmetics stores also. Through this they are increasing the reach and availability but allowing the brand to lose its exclusivity. When it is sold through small retailers for convenience of customers in repeat purchase then the customer experience reduces in turn. Moreover, it does not protect new customers to enter the small retailer for Keya Seth’s products. In a price sensitive environment there is a likely chance of non-convert which otherwise could have been converted through demonstration of knowledgeable experts and experience in exclusive Keya Seth’s Stores. The multi brand retailer can promote other brands and prospect of Keya Seth’s won’t get converted. This is how the brand is losing the exclusivity. Naturally, with time it will lose the unique positioning and the premium they are getting now will not be available any