Brand : SKINN
Company : Titan Company
Brand Analysis : # 552
Company : Titan Company
Brand Analysis : # 552
Titan Company has forayed into the Rs 2000 crore Indian perfume marketplace amongst the construct SKINN. This is the kickoff launch from Titan afterward the companionship has rebranded itself equally Titan Company.
The launch of SKINN is a smart deed because inward my personal opinion, Indian perfume marketplace is at a nascent phase amongst really picayune penetration.Business Line puts the penetration at 4%.
SKINN equally a construct is launched amongst an endorsement from Titan. It was wise for Titan non to launch this construct equally a sub-brand similar Titan SKINN, rather SKINN is launched equally an independent construct from the launch itself.
The perfumes are created inward Republic of Republic of India but bottled in addition to imported from France. The construct is positioned equally a " French Perfume".
According to reports, the companionship did ethnographic studies to empathize the preference of Indian consumers towards this production category. French perfume houses Olivier Pescheux of Givaudan developed the men's attain in addition to Luc Berriet developed women's range. ( source)
The construct is running their launch campaign. The launch TVC withal falls into the " Seduction" genre - which inward a agency is sad. I expected something dissimilar from Titan. Rather than seduction, the construct calls it Passion Ignited. SKINN has the tagline " Everyday French Perfume for him/her" which is rather an unimaginative tagline.
Watch the advertizement hither : launch advertizement of SKINN
The brands are priced inward the attain Rs 990 for fifty ml in addition to Rs 1790 for 100 ml which makes it pretty expensive for an average Indian consumer. The construct is said to last targeting the immature of the 23-27 historic menstruum group.
While at that topographic point is a definite potential for a construct inward the Indian perfume infinite , I wonder whether the construct has priced itself out of the market. Rs 1800 for a 100 ml makes this construct out of achieve for many . At the same time, the construct does non bring the equity to compete amongst the established imported brands. By pricing it aggressively, SKINN has lost an chance to last a Masstige construct which could deliver decent volumes. At the same fourth dimension the premium positioning is non reflected inward the launch TVC which somehow pegs the construct inward the league of the Seductive Deo brands. So IMHO, it is an chance lost for SKINN to capture a fair-share of the growing market.
