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oconut Oil - Positioning
Coconut Oil
?
Edible Oil Styling
NaturalNaturalNatural with
additivesPreparedProducts
Natural withadditives
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oconut Oil - Positioning
Coconut Oil
?
Edible Oil Styling
Edible Product packaging is characterized by a prominent NeckStyling Product Packaging is characterized by inconspicuous neck and prominent Sho
1. Our product needs to have Prominent shoulder + hint of ne
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Core !sers
Middle / o!er Middle "lass#rban / Suburban / $ural
Name % &ismol 'ugustine"ge # ()years$ender # *emaleOccupation # Service%ocation # Ne! +elhi&irthplace # ,annur- ,erala'artial Status % Single
oconut oil user rom childhood
ses coconut oil or both cooing and hair care
Name # Soumya Pana"ge # (0years$ender # MaleOccupation # Service%ocation # Ne! +elhi&irthplace # 'rambagh- . 2eng'artial Status # Single
-"oconut oil user rom childhood
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#ses coconut oil or hair care
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Core !sers
ser%not have a clear usti,cation for purchase of Coconut Oilnot buy Coconut Oil for the purpose of Styling onlynot buy Coconut Oil for the purpose of Cooing only
user buys Coconut Oil because it is Coconut Oil)
as been using Coconut Oil as a habit since childhood1 the habit1 being impartearents since Childhood
Oil pacaging should appeal to 2oman of the house31 it should not be feminine since it shouldn4t embarrass male users from using i
tle should be !nise51 but appeal to 2omen
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arallel Products 6 Pure /oney
Predominantly "lear Packaging-Minimal 3raphics
Overall basic body orm
#se o scre! able tin caps
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rallel Products 6 Pure Olive Oil
Scre! able tin caps
4raditional and tall orms
Predominantly "lear Packaging-Minimal 3raphics
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arallel Products 6 Pure 2ater
Predominantly "lear Packaging-Minimal 3raphics
Stylized and suggestive orms-
4ints o color
*ully Plastic body
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arallel Products 6 Purity
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arallel Products 6 Pure 7uice
4ranslation o uice coloronto packaging and labels
"lear and minimalgraphics
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$raphic 8orm 9dentity /aptic
ement in &ottle *esign1 9nternational Scenario
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$raphic
*orm
5dentity
6aptic
+i7erentiation o products through di7erent graphic label over standard bottle
ement in &ottle *esign1 9nternational Scenario
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3raphic
8orm
5dentity
6aptic
+i7erentiation o products through bottle form+ graphic label across product ra
ement in &ottle *esign1 9nternational Scenario
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3raphic
*orm
9dentity
6aptic
+i7erentiation o products through 2rand identity
ement in &ottle *esign1 9nternational Scenario
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3raphic
*orm
5dentity
/aptic
+i7erentiation o products through /aptic:use of suggestive te5tures;
ement in &ottle *esign1 9nternational Scenario
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vement in pacaging 6 9ndian Scenario
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vement in pacaging 6 9ndian Scenario
$raphic 8orm 9dentity /aptic
?
esign in 9ndian scenario has emerged from $raphic to 8orm to 9dentity di
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'ovement in >etail
esterday @oday
Pictures sho!ing transition in method o buying general household goods 8grocery9rom the past 8,irana Stores9 to the present day 8retail outlets9
ustomer interaction only with shop eeperCustomer interacts directly with products
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'ovement in >etail
esterday @oday
umer has evolved from AasingB what he needs to ApicingB what he wants3from asing to picingfrom need to want
ng is believing 3 Pacage structure should ustify what it is inside
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sociation# @oday4s 9ndian 2oman
esterday @oday
StyliDed
Self Consciously 9ndiannown for a speci,c characteristicmore than the epitomeStands out1 'aes presence felt forright or wrong reasons
- Stylish
-Not Self Consciously 9ndian
- now for the epitome more than aspeci,c characteristic
- &lends in1 doesn4t essentiallystands out
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esterday @oday
StyliDed
Self Consciously 9ndiannown for a speci,c characteristicmore than the epitomeStands out1 'aes presence felt forright or wrong reasons
- Stylish
-Not Self Consciously 9ndian
- now for the epitome more than aspeci,c characteristic
- &lends in1 doesn4t essentially stands out
ssociation# @oday4s 9ndian 'an
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lish but not StyliDedself consciously 9ndian
ebration of Substance more than stylend-in1 not Stand out
ssociation# @oday4s 9ndian !ser
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*E "nalysis # *rining 2ater
>esidual *ominant Emerging
Pure1 NaturalClean1 Clear
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*E "nalysis # *rining 2ater
(J) Our bottle should loo Pure1 not Puri,ed:at the same time1 not e5otic1 not premium1 not hand-made;8orm should loo not-so-mass produced3 but not material$raphic should loo not-placed-in-factory3 but not hand-made%abel should ustify the content1 not the process1 not the claims
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@en Commandments
n Commandments
inent Shoulder + /int of Nece51 but appeal to 2omen
rently1 *i
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*E "nalysis # Coconut Oil
>esidual *ominant Emerging
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*E "nalysis # *rining 2ater
Parachute is not our benchmar of Choice
Parachute is benchmar by *efaultfor the form1 for its nec1 for its detail for its impression
8or its presence1 that can be taen for granted
P i i
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&rand Kalues#PureClear@rusted
Proposition#Simply Coconut Oil
Proposition
t iti b " l
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pportunities by "nalogy
2hisy
Koda
2ine
t iti b " l
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pportunities by "nalogy
2hisy Koda
*iules do e5ist1 lie in the case of 2hisy bottle designs)
@ h i l " l i
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@echnical "nalysis
'bsence o groove in ,* cap
3roove in bottle cap
9t is important to have a feature in cap that prevents Oil fromdripping on the body to the user4s furniture
ement in form *irections for Present and 8 t re
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ement in form 6 *irections for Present and 8uture
evolution o orm in Porsche cars !hile maintaining a design language across their entire car range stcar to present day models- including eatures such as %g orm on the backside o the carsheadlampson o bonnet to cabin spaceeristic language o !indo!s
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