IMC Presentationon

Patanjali Beauty Cream

By: Shyam Sundar GourIndian Institute of Management, Kolkata (IIMC)

Speak:+919351961181

Industry Overview

• Retail beauty and cosmetic industry INR 6000 Crore in 2014

• Likely to treble to INR 18000 by 2020.

• Growth 15-20%

• Skin Care: Anti wrinkles cream, cleansers, facial creams, fairness creams, moisturizers.

• Fairness Creams are one of the major category.(Data as in CLSA Report on December 2013.)

Introduction@ Industry: Fastest growing Indian FMCG Company

History: Patanjali was founded as a small pharmacy in 1997 by PP Swami Ramdevji, In 2006 registered as a company.

Leadership: PP Acharya Ji is the chairman

Revenue: INR 2500+ Crore (2014-15)

Vision: Establishing science of Ayurveda with Latest Technology.

Segments:Ayurvedic, Cosmetics, Juices, Foods

Distribution: patanjaliayurved.net, Exclusive outlet 4000, Modern Retail: Future group, Reliance. Traditional Retail:Pitti Group.

Patanjali Beauty Cream: Current StatusProduct: Fairness Cream

People (Target Segment): Current followers of Patanjali.

Promotion: Not exclusively promoted

Pricing: 60 Rupees for 50gm.

Place (Distribution): Modern, Exclusive, Other Traditional Stores.

Packaging: Tube

Perception: Me too (though little awareness )

Market Share: 2-3%

Compositions: Aloe vera Leaf juice, 1000mg Wheat seed, 25mg Kutaj (Holarrhena antidysenterica), 2.5mg Manjishta,(Rubia cordifolia) Root, 2.5mg Anantmool (Hemidesmus indicus), 2.5mg Chandan (Santlum album), 2.5mg Daru haldi (Curcuma amada Rhizome), 0.5mg Tulsi (Ocimum santlum) leaf, 0.5mg Base Material, Q.S

Brand AnalysisStrengths: Brand Association: Popular Face of Baba Ramdev Ji- Politically Strong, 5500000 Followers

at FB, Socially Active, Around 20 Crore Followers, Promoted Business as NGOs. Image of Natural Herbal Products. Purity Advanced technology Exclusive Retail Stores Price Advantage

Weaknesses: Evidence of Performance Little awareness about Patanjali beauty creams among target segment More appealing to Households Political Association.

Competition Analysis

Chemically Extracted : Fair and Lovely, Garnier, Ponds, Lakme (70%+ MS)

Organic: Himalaya Herbal Fairness Cream, Fruit and Joy (25% MS )

Other Unlabeled Brands.

Strengths: Category Leaders, Well Positioned, Clearly differentiated, Brand Equity.

Weaknesses: No evidence of performance, little brand loyalty, 2/3 Decisions at Point of Purchases, Difficulty to reach target segments.

Consumer Analysiso Beauty Creams have become a habit.

o Youngsters (Especially) 15-28 Years are using it daily.

o Use beauty creams to look good, feel good, societal acceptance, fairness, skin protection, confidence etc.

o Customers are quite confused.

o Large Clutter of Varieties/Brands/Gender Specific

o Some suffer with side effects Skin Irritation etc

o Confusion in choosing between Organic or chemical extract preparations.

o Unsure about the results.

o Little Brand Loyalty.

o 2/3 PoP Decision.

o Ready to experiment with new beauty creams.

Marketing Strategy

“ To target the major consumers of Chemically prepared Beauty Creams, which are tired with using existing beauty creams, especially the chemically extracted, want to experiment with new preparations and don’t expect the overnight miracles.”

Segmentation and Targeting• Age Group: 20-28 Years• Both Male/Female.• Geography: Urban, Semi Urban• Marital Status: Bachelors'• Education: College students• Usage Pattern: Highest consuming segment, Mostly using daily.• Physiological Need: To enhance the glow, shine.• Psychological Need: To enhance confidence, acceptance, been sort of ritual to use.• Best Medium to communicate: Social Media-Facebook, Online Media, PoP, TV: Big

boss/MTV/Reality shows/IPL, Cinema Halls.• Point of Purchase: Online: Picking up (5%), Mostly Modern Retail (40%), Exclusive Retail

also significant (15%).• Communication Processing: Usually Peripheral Route• Purchase Behaviour (Important Factors): Top of Mind Recall, PoP Displays, Price, Brand

Ambassadors.

Positioning

“Natural Facial Cream to enhance the natural glow of the face, free from any side effects like: chemical irritation.”

Marketing and Communication Objectives

Marketing ObjectiveTo gain the 20% Market Share in the target segment by 2020.

Communication Objective To increase the awareness by 40% into Target Segment. To create the brand image as Modern, Advanced, Youthful. To ensure Top of Mind Recall, Create and reinforce brand association of natural beauty.

Creative Brief

Campaign: “Natural Beauty”

Creative Strategy: To film the story of natural slice of life faces, confident young college students, frustrated of waiting to see the miracles with chemically prepared creams, loving there natural appearances and getting appreciation, Using Patanjali Beauty Cream.

Message Appeals: Ego Defensive: Enhance the natural beautyAvoidance: Harmful effects of Chemically Extracted Creams

Attitude Formation:Cognitive: Side EffectsAffective: Ethnocentric Appeal (Made in BHARAT)Conative: Price Comparison

Media Plan

TV: IPL

Print: Online Newspapers.

Interactive Uncontrolled New Media: Facebook : To engage by promoting yoga to improve the looks.You tube: Video Advertising.Twitter: #Naturalbeauty

Internet: Website. Diet Patterns for increasing glow etc.

Traditional Media: Bill boards Near Malls/Major Colleges.

Non Traditional Media:Cinema Halls, Pop up and down displays on Hot star .

Public Relations: PC to launch the campaign against harmful effects of chemically extracted creams.

Sales Promotion: PoP Display,

Direct Marketing: Emails on Yoga with Advertisements of Patanjali Beauty Creams.

Other Media: Purchasing Ad words at Google about skin, fairness, beauty etc.

Why we judge on the basis of colour?

Let’s Be Natural

“Twacha Ke Prakartik Nikhar Ke Liye”Patanjali Beauty Cream

#NaturalBeauty

Chemically Prepared Facial Creams Cheated You?

Trust your skinTrust The Patanjali Beauty Cream

Don’t take Chance

For Natural Glow and shine of Face.................................Patanjali Beauty Cream.............................

Campaign Evaluation and Control

-Primary Customer Survey: To assess the changes in the perception

-Facebook: Likes/Followers/Comments etc.

-Twitter: Followers

-Google Analytics: To assess the impact of Direct Marketing.

-Impact on Sales.

Thanks