Complete Wellbeing magazine recently commissioned a pioneering survey to identify the role of brands in the two most important pursuits of a consumer’s life—health and happiness. For the survey, respondents were asked to vote for brands they perceived as representing only health, only happiness, and finally, both health and happiness.
Procter & Gamble’s Head & Shoulders [H&S] emerged the grand winner by attracting maximum votes in the comprehensive category, Health-and-Happiness. Parachute from Marico Industries bagged maximum votes for its association with Health, while Wills Lifestyle from ITC Group received highest votes for Happiness.
H&S can be called the Sachin Tendulkar among brands. Last year, Indians chose Tendulkar in a similar survey conducted by Complete Wellbeing to identify India’s role models of health and happiness. By receiving the maximum votes in the health-and-happiness category, H&S has bagged the same honour.
When asked why Indian consumers associate health and happiness with H&S, Sonali Dhawan, Director of P& G Beauty said, “H&S gives everyone the freedom to be themselves by trying to fight dandruff and preventing visible flakes from coming back while ensuring that hair remains beautiful.”
Conducted by global research company Synovate for Complete Wellbeing magazine, the Complete Wellbeing Health and Happiness Brand Survey 2009 engaged respondents in the SEC A category from Delhi, Mumbai and Bengaluru—three cities that best represent urban India’s lifestyle choices.
“Consumers buy brands for their intangible value propositions. As health and happiness emerge as the top propositions that consumers seek, brands are increasingly weaving them into their brand promise,” says Manoj Khatri, editor-publisher of Complete Wellbeing explaining the rationale behind the survey.
Together in all three categories, as many as 88 brands feature in the first 10 ranks —27 in the health only category, 15 in happiness only category and 46 in the health and happiness category. Maggi, Lakme, Sundrop, Dettol and Tata Salt are some other brands that have figured in the top of the health-and-happiness list.
Besides Parachute, Tiger Balm, Crocin, Dabur, Lifebuoy and Saridon are at the top of the health list. For happiness, Philips, Onida, Sony, HP-Compaq, IBM-Lenovo and Samsung find favour among consumers.
The results of this survey offer fresh insights into the brand perceptions and brand choices of consumers based on their relevance of the brand in their lives.
A comprehensive coverage of the survey is published in the August 2009 issue of Complete Wellbeing, available on stands and in leading bookstores across the country.
Brand custodians and marketing professionals, interested in the full report, may contact the press contacts below.
- Shiv Joshi—98209 75581
- Ashwini Ranade—98206 83162
More about Complete Wellbeing
Complete Wellbeing is a health and lifestyle magazine based on the concept that individuals are not a sum of parts. In other words, the magazine explores hidden connections and interdependencies between our emotions, our relationships, and our health.
The magazine features topics on Mind and Emotions, Health and Healing, Beauty, Fitness and Spirituality. For its content, Complete Wellbeing relies on experienced and qualified professionals known for their expertise. Complete Wellbeing is published monthly and is available in 120 cities and also online on www.completewellbeing.com.
Celebrities that have featured on the Complete Wellbeing cover include Shilpa Shetty [August 2008], Sachin Tendulkar [December 2008], Shah Rukh Khan [January 2009], Akshay Kumar [February 2009], Kajol [March 2009], Lara Dutta [April 2009], Amitabh Bachchan [May 2009], and Milind Soman [July 2009].
Synovate, the market research arm of Aegis Group plc, generates consumer insights that drive competitive marketing solutions. The network provides clients with cohesive global support and a comprehensive suite of research solutions. Synovate employs over 6,000 staff across 62 countries. For more information on Synovate visit www.synovate.com.
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