Brand : Layer'r
Layer'r was launched inwards 2013 past times AVL which was founded past times Mr Devandra Patil. Mr Patil was a co-founder of Paras Pharmaceuticals too subsequently the brothers of Paras decided to start on their ain after selling Paras to Reckitt.One of the brothers, Darshan Patel started the Fogg build nether the fellowship Vini Cosmetics which of late became the marketplace leader inwards the deo category. Devendra Patel entered the deo marketplace amongst ii brands- Layer'r Shot for men too Wottagirl for women.
In the highly cluttered marketplace for deos, the telephone commutation success element lies inwards the differentiation. The marketplace is hotting upwardly amongst majors similar ITC entering the marketplace amongst its Engage build which gobbled upwardly to a greater extent than or less 6% percentage within a brusk bridge of time.
Taking a cue from the success of Fogg, Layer'r has pose inwards some idea amongst regard to the differentiation. The build has rightly decided to motion away from the " seduction" topic too has gone for some rational approach.
Layer'r differentiation is on the packaging. For the start fourth dimension inwards the deo category, the build has gone inwards for a transparent packaging. While most of the fragrance products similar perfumes comes inwards transparent bottles, its is the start fourth dimension that a deo has chosen to locomote packaged inwards a clear bottle.
With the USP of transparency, Layer'r has decided to seat itself on the bases of " Pure" attribute which is presented inwards the degree of transparent bottle. The build has adopted the tagline " Pure fragrance , Nothing Else"
Another interesting fact is that the build calls it a fragrant trunk spray rather than a deo. Hence the build is besides trying to exercise a production category dissimilar from deo ( inwards a way) proverb that deo is quondam style. So the build is proverb to the consumers to ditch the deo too adopt fragrant trunk spray. Although trunk spray products are already in that location inwards the market, but it is the start fourth dimension that a build has pitched itself against the deos.
Along amongst the packaging, Layer'r has gone inwards for a celebrity endorsement past times the bollywood star Imran Khan. The get featuring Imran Khan accept a dig at brands similar Fogg past times proverb that one cannot know what is within the bottle of deos since y'all cannot run across it.
Watch the campaigns hither : Layer'r 1, Layer'r 2
With regard to the USP of the brand, the transparency of the bottle cannot locomote sustained because anyone tin come upwardly amongst a deo inwards a transparent bottle.
Another differentiator that Layer'r tries to convey is inwards damage of a product category of fragrant trunk spray. But Layer'r is non trying to nation why a fragrant trunk spray is dissimilar /better than the green deo.
The transparent bottle seems to locomote a skillful suggestion every bit far every bit the build trials are concerned. The added forcefulness of the celebrity endorser volition assistance the build larn trials at the retailer end.
While the contest has almost killed the Axe's positioning of " seduction" , the Fogg's suggestion of " No gas " bottles has larn the side past times side target. New deo brands are directly targeting Fogg. Envy build is already talking most one m sprays too directly Layer'r talking most transparent perfumes.
Attaining Points of Difference in the deo marketplace has directly larn a herculean job for marketers.
Company : Adjavis Venture Ltd (AVL)
Brand Analysis Count : # 547
Layer'r was launched inwards 2013 past times AVL which was founded past times Mr Devandra Patil. Mr Patil was a co-founder of Paras Pharmaceuticals too subsequently the brothers of Paras decided to start on their ain after selling Paras to Reckitt.One of the brothers, Darshan Patel started the Fogg build nether the fellowship Vini Cosmetics which of late became the marketplace leader inwards the deo category. Devendra Patel entered the deo marketplace amongst ii brands- Layer'r Shot for men too Wottagirl for women.In the highly cluttered marketplace for deos, the telephone commutation success element lies inwards the differentiation. The marketplace is hotting upwardly amongst majors similar ITC entering the marketplace amongst its Engage build which gobbled upwardly to a greater extent than or less 6% percentage within a brusk bridge of time.
Taking a cue from the success of Fogg, Layer'r has pose inwards some idea amongst regard to the differentiation. The build has rightly decided to motion away from the " seduction" topic too has gone for some rational approach.
Layer'r differentiation is on the packaging. For the start fourth dimension inwards the deo category, the build has gone inwards for a transparent packaging. While most of the fragrance products similar perfumes comes inwards transparent bottles, its is the start fourth dimension that a deo has chosen to locomote packaged inwards a clear bottle.
With the USP of transparency, Layer'r has decided to seat itself on the bases of " Pure" attribute which is presented inwards the degree of transparent bottle. The build has adopted the tagline " Pure fragrance , Nothing Else"Another interesting fact is that the build calls it a fragrant trunk spray rather than a deo. Hence the build is besides trying to exercise a production category dissimilar from deo ( inwards a way) proverb that deo is quondam style. So the build is proverb to the consumers to ditch the deo too adopt fragrant trunk spray. Although trunk spray products are already in that location inwards the market, but it is the start fourth dimension that a build has pitched itself against the deos.
Along amongst the packaging, Layer'r has gone inwards for a celebrity endorsement past times the bollywood star Imran Khan. The get featuring Imran Khan accept a dig at brands similar Fogg past times proverb that one cannot know what is within the bottle of deos since y'all cannot run across it.
Watch the campaigns hither : Layer'r 1, Layer'r 2
With regard to the USP of the brand, the transparency of the bottle cannot locomote sustained because anyone tin come upwardly amongst a deo inwards a transparent bottle.
Another differentiator that Layer'r tries to convey is inwards damage of a product category of fragrant trunk spray. But Layer'r is non trying to nation why a fragrant trunk spray is dissimilar /better than the green deo.
The transparent bottle seems to locomote a skillful suggestion every bit far every bit the build trials are concerned. The added forcefulness of the celebrity endorser volition assistance the build larn trials at the retailer end.
While the contest has almost killed the Axe's positioning of " seduction" , the Fogg's suggestion of " No gas " bottles has larn the side past times side target. New deo brands are directly targeting Fogg. Envy build is already talking most one m sprays too directly Layer'r talking most transparent perfumes.
Attaining Points of Difference in the deo marketplace has directly larn a herculean job for marketers.
