S. Ramesh Kumar, Ande Teja and Syed Hussain prepared this case for class discussion. This case is not intended to serve as an endorsement, source of primary data, or to show effective or inefficient handling of decision or business processes.
Copyright © 2012 by the Indian Institute of Management Bangalore. No part of the publication may be reproduced or transmitted in any form or by any means – electronic, mechanical, photocopying, recording, or otherwise (including internet) – without the permission of Indian Institute of Management Bangalore.
S. RAMESH KUMAR, ANDE TEJA AND SYED HUSSAIN
EXPLORING CATEGORY BENEFITS FOR BRAND BUILDING: KAYA AND THE BEAUTY CARE MARKET
India has been an emerging market that is witnessing radical changes in lifestyles and spending patterns of customers. Customers have been used to branded creams and lotions, and several of these offerings are being advertised with strong symbolic appeals associated with enhanced self-concepts. Kaya was also a brand in the beauty care category. However, the brand’s offerings dealt with medically anchored services intended to enhance the looks of the customers. The brand opened up a new facet of beauty care services that was associated more with up- market and state-of-the-art hospitals, where customers opted for these s
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