Global PE firm evaluated beauty platform, identifying 10+ improvement areas
27 Apr 2020
1 min read
Analyzed consumer behavior in the cosmetics market and evaluated competitor performance and brand positioning for leading platforms and players on various parameters including brand pull and experience, assortment, and pricing
Context
- Client Description: A global PE firm
- Opportunity: The client was considering investment in a leading cosmetics and beauty products platform in India
Further, the client specifically wanted to deep-dive on:
- Brand positioning and attributes consumers relate with leading platforms
- Customer feedback by brand, assortment, pricing and brand pull
- Analysis of a private label brand of the platform with other leading cosmetics brands in terms of customer association, brand image and usage
Our Approach
- In-depth interviews of 50+ consumers across leading Indian metro cities to understand consumer behaviour and brand awareness
- Survey of >1,200 cosmetics products users including a mix of the target users, non-users and ex-users to understand brand experience, NPS, and differentiators
- Secondary research, platform and product benchmarking and web scrape of platforms to identify price positioning and product variety available
- App analysis and mystery shopping to identify differentiating factors between platforms and competitive advantages