Laxmi

Singh Jaimin Pandya Reena Nikam Sarashwati Soni Shefali Lewis Swapnil Narvekar

20 09 29 53 37 41

1. 2. 3. 4. 5. 6. 7.1.

PRODUCT INTRODUCTION PRICING STRATERGY INGREDIENTS BENEFITS SWOT ANALYSIS MARKET PRESENCE CURRENT ADVERTISING CAMPAIGN REVIEWSample of current TV Ad.

8.1. 2. 3.

NEW ADVERTISING CAMPAIGNTELEVISION ADVERTISEMENT RADIO JINGLE PRINT ADVERTISEMENT

9.

BUDGET

The

Navratna Hair Oil Brand It is considered as one of the Flag Ship brands of Emami Group. Emami Group, a conglomerate born out of Bengal in 1974 has a pan India presence. Emami Limited the flag ship company of the group is a leading player in the personal and healthcare consumer products.

All the products are based entirely on Ayurvedic formulations.

Group Vision : Making People Healthy and Beautiful Naturally. Emami Limited has over 30 brands under its portfolio. The Navratna Oil is in a top position in the Cool Oil Segment. Himani Ayurveda Science Foundation that generates the very best of Ayurvedic formulations for Emami limited.

Navaratna

Hair Oil is a Scented Herbal

Hair oil. Navratna

Oil was launched in the Indian market in 1991. is recommended as a herbal remedy by Ayurvedic practitioners.

It

It

is the most trusted brand in the category The name Navratna comes from unique blend of 9 Ayurvedic herbs. The Ingredients present in the product are all extracts from natural herbs. It does not have any chemical or biochemical substance that is harmful to human body.

Navratna Oil Lite is a mild and light cool medicated oil, enriched with a soothing aroma. Features: Stress relief. Helps alleviate Fatique, Tension & Headache and other hair and scalp related problems. Advertising Stratergy : Navratna Lite is positioned as a stress relief product for the entire family. Ingredients : Extracts of Hriber, Bhringraj, Mandukpami, Lata Kasturi, Nagarmotha, Karchur, Amla, Kunch, JaPa Pushpa, Almond Oil, Karpoor, Pudina ka phool Base.

Navratna Extra Thanda contains extracts of precious cooling ingredients. Features : Provides very effective relief from fatigue & other chronic stress syndromes like tension, headache & sleeplessness. Ingredients : Extracts of Kshir Kakoli, Sailaja, Pudina Ka Tel, Karpoor Base.

Navratna Hair Oil has been positioned as for the mid-segment to lower-segment of the population as per its pricing stratergy.

3.5 ml 50 ml 100 ml 200 ml 300ml

-

Re. 1 Rs. 25. Rs. 45. Rs. 80. Rs. 108.

Available sizes: 3.5ml ,50ml, 100ml, 200ml, 300 ml Packs of 15 ml and 500 ml will soon be introduced.

Its traditional ayurvedic formulation along with the cooling sensation has multiple benefits providing relief from headache, tension, sleeplessness, Keeps the head cool Relieves headache Helpful in sound sleep An effective memory aid Tones up body muscles Removes tiredness Useful in minor burns and cuts A cool invigorating body massage oil Prevents premature hair fall.

Strengths

Weakness

Large share of the the Market. Successfully established brands. Specifically targeted to male population with brand ambassadors like Amitab Bachhan, Shahrukh Khan etc. Low cost an advantage.

Perception of being product for the middle class segment. Packaging of the product not very attractive.

Opportunities

Threats

Growth prospect in the Middle and High income segment if repositioned properly. The Youth segment can also be targeted in the advertising campaign. Urban market still to be tapped.

Many Competitors present. Presence of Coconut based hair oils. Large number of substitute products also available in the market.

It

commands a holding of 50% share. It has a virtual monopoly in the southern states with a market share of 98 %. Around 15-16 per cent of the market is held by Himgange, another national player, Maricos Ayurvedic offering holds 1 per cent, as does Dabur Mahathanda. The rest of the market is held by regional players. Good potential to do wonders in the FMCG category in near future as per estimates from industry experts

Brand

Positioning Navratna That of a stress busters from the very beginning. Navratna is the only hair oil brand with unique positioning. Its focus on male customers with endorsers such as Amitabh Bachchan, Shah Rukh Khan etc.

In 2004 the brand used Amitabh Bachchan by getting him to enforce their positioning strategy. Amitab Bachanns Ads had him talking into the camera about how the cool oil helped him counter stress and headaches in his days of struggle. In 2006, Shah Rukh Khan was cast as the brand ambassador. His in an Ads mirrored those of Amitabh Bachchans. This was done to make the brand even more relevant and full of life for the younger generation males. However the replica communication didnt work. Hence the company revived Big B in their communications.

Research shows that the mother brand, Navratna, did not appeal to a particular set of people because of its red colour and its strong fragrance. Hence Navratna Oil Lite was introduced with milder cooling and fragrance and with a soothing green colour The advertising for Navratna Lite was targeted on the Housewife. The advertisement showed Stress Relief for the overworked and multi tasking housewife. Video.

The existing advertisement campaigns have done a good job in positioning Navratna Hair oil to specific target audiences like the Men and the Housewife segment . The new advertisement campaign will target the Untapped customers like

Young Modern Women. Students. Working Professionals. The Family.

The advertisement campaign targets specific problems faced by each of the above target customers so that the viewer can better relate to the advertisements.

navratna hair oil.wma

1.25 lack 1.32 Lack 50,000 Rs 15,000 Rs 20,000 Rs 80,000 Rs 4.22 Lack

per 30 second slot . This may vary with popular programs and sporting events. Hair & Make-Up , Model and Clothes for one day. for camera and shooting equipment for one day. Rent the Studio for one day. Per day man power cost. Dubbing and Editing costs. Total ( Approximate )

3600 5000

Rs Rs Rs

Studio

Cost for one

20,000

day. Processional musicians and singer for one day. On air cost for 93.5 Red FM Bajate Raho. Evening peak hours slot for 10 sec. Total

28000

Rs

HT Caf: Mumbai

500 475 450 3,25,000 2,50,000 2,20,000

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Weekend Premium(Fri - Sun): 10% All rates in Rs. per Sq. cm.