Group 8 (Section A)

B18011 Ankur Jaiswal || B18023 Harshit Malhotra || B18035 Pathikreet Banerjee

B18041 Ria Mittal || B18047 Shaunakraj Deshpande ||B18059 Vedika Murdia

Puriteen Cosmetics, Inc.

Case Facts
Puriteen Cosmetics has taken over a small producer of French perfumes called Henri’s with presently 2
variants of their signature perfumes. It is a premium product manufactured from natural ingredients and
has impressed the top management of the company. The product is also well received in the market
research conducted, but Puriteen has to decide on the communication strategy for the product. It has
created 3 variants for positioning concentrating on sensuality, romance and royalty for testing the
advertisement strategies to compare it to the population’s self and ideal concepts

Analysis
Puriteen has produced three semantic differentials from the extensive consumer surveys it has
conducted. Out of the 3 fictitious brands under research, the brand which successfully bridges the gap
between the ideal self-concept of the respondents and the brand perception has to be chosen as the
advertisement strategy for the perfume.
To judge this, we have taken the correlation between the attribute perceptions between the brands and
the ideal self-image. We have also calculated the absolute differences between the scores given in both
these instances.
The results can be summarised as follows:

Ideal Self
Naku Rumans El Primo
Correlations 0.489 0.803 0.219
Absolute Difference 17.25 12.5 34.5

It is evident that the Rumans shows the highest correlation between the perception of the positioning
strategy and the ideal self of the respondents with over 80% correlation.
Further, taking absolute differences between the scores of the three positioning strategies and the ideal
self concept also gives Rumans the lowest difference. This shows that the perfume, when positioned as
a product that is romantic, bridges the ideal self concept and the perception of the product most closely
Note: Now that Rumans has proven to best positioning strategy as per the survey taken. The self and
brand images for the people who preferred the other two brands also should be considered so as to
expand the segment of people under the scope of the study

Recommendation
 Based on our analysis, the Rumans advertisement strategy (Romantic theme) best
bridges the gap between the ideal self concept and the brand perception and should be
chosen as the positioning strategy for the perfume.