Effects of emergence of various competitors

3379 words (14 pages) Essay

1st Jan 1970 Marketing Reference this

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Vicco Turmeric Ayurvedic Cream is one of the major products of VICCO GROUP. It is a struggling brand due the emergence of various competitors which heavily advertise their product.

Purpose of this Study

The objective of the project is to build a marketing plan for the ayurvedic cream through various methodologies and to build an advertising campaign while showing the multipurpose uses of the cream and which will be effective to boost the awareness of the company in consumer’s mind.

Scope and focus of the thesis

The main scope of the project is to study the current advertisement of the company, to monitor the emergence of various competitors and to plan reminder advertisement using various modes of advertising.

Thesis Outline

Vicco Group, established in 1952, is the manufacturer of cosmetic products in India which focus on the products of the Ayurveda. Ayurveda is the ancient Indian system of natural medicines. With the combination of the ancient wisdom with modern technology, Vicco Group has its footsteps in almost all countries in Asia, Europe, America, Africa and Australia.

The vision of the firm is to reach out to every civilisation. The promise is to make boons of the Ayurveda available to every home, far and near.

The range of products of Vicco Group includes Turmeric Skin Cream, Vajradanti Paste, Vajradanti Powder, Vajradanti SF (Sugar Free), Turmeric Multipurpose Cream,

Turmeric Face Wash, Turmeric Skin cream (Oil Base), Turmeric WSO Cream, Narayani Cream.

Founded in 1952 by late Shri K.V.Pendharkar, the VICCO Group has emerged as makers of the best internationally known products of the Ayurveda, the ancient Indian system of natural medicines. Having production units at Dombivli, Nagpur and Goa in India, their annual turnover has scored to Rs. 1500 millions. About 15% of company’s total production goes to overseas market. VICCO products constitute 4% of India’s paste market.

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Right from its inception in the 1952, the VICCO Group of companies has been charting an unwavering course that has catapulted the group into international limelight. But for a concern, it’s only a humble hop.

To project a correct picture of Ayurveda at home and abroad, Vicco planned to produce items of daily use, such as powder, paste and face-cream on the basis of Ayurvedic principles. Thus were born the famous VICCO brand of products.

Vicco products succeeded in achieving the following –

The benefits of ayurveda have been carried to the common man

It has been proven that the medicinal ingredients present in ayurvedic products are more effective and do not have side-effects

Vicco could make use of India’s most ancient science of natural healing

However, VICCO doesn’t claim to have invented anything new. As an enterprising company, they have only produced for the ready use of mankind what was already discovered in the ancient times itself.

The cosmetic industry which is up for a complete makeover is rediscovering the herbal formulae in its products. It is estimated that the cosmetic industry is growing at a growth percentage of 25% annually.

More and more companies are emerging in to the cosmetic industry and introducing a wide range of cosmetic products. The leading players in this industry include Hindustan Lever Ltd., Ponds India Ltd., Lakme, Emami Ltd, Cavincare Ltd, Godrej Consumer Products Ltd., Lotus Herbals India Ltd., Procter and Gamble Hygiene and Healthcare Ltd., Cadila Healthcare Ltd., Amway India Ltd.

STUDY OF 4 P’S OF THE MARKETING MIX

All the major marketing management decisions can be classified in one of the following four categories – The 4 P’s:

Price

Place

Product

Promotion

These variables are known as the marketing mix or the 4 P’s of marketing. The term “marketing mix” was coined by Neil H. Borden in his article “The Concept of Marketing Mix” in 1965. The ingredients in Borden’s marketing mix included product planning, pricing, branding, distribution channels, personal selling, advertising, promotions, packaging, display, servicing, physical handling, and fact finding and analysis.

These four P’s are the parameters that the marketing manager can control, subject to the internal and external constraints of the marketing environment. The goal is to make decisions that centre the four P’s on the customers in the target market in order to create perceived value and generate a positive response.

Price

Pricing a product is of many ways – which mainly includes:

Penetration Pricing

Economy Pricing

Price Skimming

Premium Pricing

Penetration Pricing is where the price that is charged low in order to gain market share.

Economy Pricing can be maintained by keeping the costs of marketing and manufacturing at a minimum.

Price Skimming is charging a higher price for the product when there is a substantial competitive advantage. This high price attracts new competitors in to the market and then the price inevitably decreases due to increased supply.

Premium Pricing is also used when a substantial competitive advantage exists. However, the price is maintained high due to the uniqueness of the product.

Place

Place is also known as channel or intermediary or distribution. It is a mechanism through which the products are moved from the manufacturer to the consumer.

Though there are many types of channel intermediaries, wholesalers, retailers, agents and internet are the major ones to be quoted.

Channel Intermediaries – Wholesalers

Wholesalers break down the bulk into smaller packages for resale by a retailer. They buy from the manufacturers and sell it to the retailers while taking the ownership of the goods. They minimise the physical contact between the retailers and the manufacturers. Most often wholesalers also take responsibility on the marketing.

2. Channel Intermediaries – Agents

Agents are mainly used in international markets and typically work on commission basis with the manufacturers. Contrary to the wholesalers, agents neither take the responsibility of marketing nor tend to take the title of the goods. Agents are typically expensive to train and difficult to motivate

3. Channel Intermediaries – Retailers

Retailers on the other hand have a stronger relation with the consumers and hold several brands and products. They often offer credit to the customers. Retailers have the final selling price.

4. Channel Intermediaries – Internet

The Internet has a geographically disperse market and the main benefit of the Internet is that niche products reach a wider audience

Product

The Product Life Cycle (PLC) is based upon the biological life cycle. After a product is launched in to the market, in a course of time, it will gain customers and eventually stabilises in the market. Either with the developments or the introduction of the competitors, the product goes into decline and is eventually withdrawn

The term “product” refers to physical, tangible as well as services.

Brand name, Styling, Packaging, Functionality, Warranty and other accessories and services are the most common things which are taken into consideration during the product decisions.

Promotion

Promotion represents the different aspects of marketing communication which is compromised of the following major components:

1. Personal Selling

The effective way of managing customer relationships is by personal selling. Tjis can be done through the sales persons where the sales person acts on behalf of the company.

2. Sales Promotion

Sales promotion tends to be thought of as being all promotions apart from advertising, personal selling, and public relations. BOGOF is one of the best examples for slaes promotion while others include couponing, money-off promotions, competitions, free accessories, introductory offers etc.

3. Public Relations (PR)

Public Relations is defined as ‘the deliberate, planned and sustained effort to establish and maintain mutual understanding between an organization and its publics’ (Institute of Public Relations). Pis not cheap but, however, is relatively cheaper where the successful strategies tend to be long-term

4. Direct Mail

Direct mail is very highly focussed upon targeting consumers based upon a database. Is the sending of publicity material to a named person within an organisation. There has been a massive growth in direct mail campaigns over the last 5 years. Spending on direct mail now amounts to £18 bn a year representing 11.8% of advertising expenditure (Source: Royal Mail 2000).

5. Trade Fairs and Exhibitions

These are the good ways of making new contacts while renewing the old ones. The purpose of trade fairs and exhibitions increase the opportunities for the companies to meet with both trade and customers.

6. Advertising

Advertising is used to create awareness, provide information and develop attitude to gain response from the target market. Advertising through media is one of the most sought after advertising through newspapers, magazines, journals, television etc.

Analysis

Situation Analysis

Ayurveda is the ancient Indian philosophy of health and wellbeing. It means the ‘art of living wisely.’ The wisdom of Ayurveda encourages us to take responsibility for our own health according to the different stages of our lives, the seasons, and the environment we live, work and play in. These factors all have a big impact on our health and it makes sense to adapt our lifestyle accordingly so we can continue to live in harmony with our body and stay at optimum health.

Turmeric, which contains Curcumin, is one of the nature’s most powerful healers known for its anti-inflammatory properties. The recent research has proved that turmeric when used on the skin, reduces pigmentation, softens the body, makes the skin supple, and fights diarrhoea. Turmeric offers many benefits to skin. Because it is natural, it is used safely in many cosmetics and skin care remedies. The use of turmeric improves overall skin health and helps to protect the skin against disease and other skin conditions. From queens to commoners, turmeric has been indispensable as a skin-care preparation and grooming aid for every woman. This is because 63% of the body functions are said to be controlled by the skin alone

However, the staining effect of curcumin on human skin is very noticeable, does not kill acne causing bacteria and it does not reduce sebum production.

VICCO has combined the goodness of TURMERIC which is said to prevent the penetration of ultra violet rays of the sun into the skin and thus maintains the original colour of the pigment of the skin, with the richness of pure SANDALWOOD OIL which is supposed to be the most cooling element in Vicco Turmeric Cream.

Being pure and natural, with all the wonderful attributes of turmeric and sandalwood oil, Vicco Turmeric Cream gives the skin a radiance that mere cosmetics can’t hold a light to.

It is an all-in-one cream for Fairness, boils, acne, pimple reduction and any other skin disorders.

Competitive Analysis

SWOT Analysis is the most renowned tool for audit and analysis of the overall strategic position of the business and its environment. Its key purpose is to identify the strategies that will create a firm specific business model that will best align an organization’s resources and capabilities to the requirements of the environment in which the firm operates.

SWOT is an acronym for Strengths, Weaknesses, Opportunities and Threats. Strengths (S) and Weaknesses (W) are considered to be internal factors over which you have some measure of control. They can include assets, skills at its disposal, compared to its competitors. They can be measured using internal assessments or external benchmarks. Opportunities (O) and Threats (T) are considered to be external factors over which you have essentially no control. It includes demographic, economic, political, technical, social, legal factors. Any organization must try to create a fit with its external environment.

Competitors

The competitive analysis, focussing on the major competitors in the market for Vicco Turmeric Cream is discussed below:

Borolene:

Borolene is the original antiseptic cream reflecting the trust of the consumers from the last three generations in the Indian Market. This product has evolved as a trusted family member where the tradition has been the integral part of the Borolene brand profile and a truly heritage brand.

Ayur Herbal Cream

Ayur Herbal Cream is a cream with extra moisturizing properties which imparts a glow in the skin. It also prevents ageing and dehydration of the skin. The extra oils in the cream help in the blood circulation and and nourishes the sagging skin. It nourishes, protects and revitalizes the skin, gratifying the thirst of every skin type, moves the progress of your skin forward visibly. It works on the marks of the entire face to make the skin satin soft and gives a clear youthful radiance to the devitalized skin.

Ponds Cream

This is a lightening moisturiser that evens the skin tone, nourishes and gives a radiant pinkish-white glow.

Boroplus

Himani BOROPLUS is a skin-friendly preventive, protective herbal antiseptic cream. It is the largest selling antiseptic skin cream in India, Russia, Ukraine, Azerbaijan and Kazakhstan.

As part of ongoing improvement of the products, the everyday BOROPLUS Essential Skincare range was introduced to meet every need and suit every skin. Himani BOROPLUS Essential Skincare with the unique blend of herbal actives and natural oil extracts in an advanced formulation gives your skin the perfect care it needs – providing effective solutions which work in harmony with the skin without any side effects.

FAIR & LOVELY

Fair & Lovely is formulated with optimum levels of UV sunscreens and Niacin amide that is known to control dispersion of melanin in the skin. It is a patented and proprietary formulation, which has been in the market for 25 years. Niacin amide (Vitamin B3) is a water-soluble vitamin and is widely distributed in cereals, fruits and vegetables – and its use in cosmetic formulations has been known for various end benefits. The UV components of the formulation are scientifically chosen and used at optimum levels to provide wide spectrum protection against UV rays of the sun. Specifically, this patented formulation offers a high UVA protection, which is more relevant to Asian skin than plain SPF protection creams sold in the West. All the active ingredients in the Fair & Lovely formulation function synergistically to lighten skin color through a process that is natural, reversible and totally safe.

FINDINGS

-Everybody is aware of “vicco turmeric ayurvedic cream” as 100% of respondents are aware

about it.

– Vicco turmeric ayurvedic cream is the least preferred face cream among all taken face

cream in our research.

-Almost half of the respondents or their families has used vicco turmeric ayurvedic cream.

-Tv advertisements play an important role in creating awareness about the cream.

-Product feature highlighted in the commercial and signature tune has appealed to most of

the respondents.

-Respondent preferred using Indian celebrity as compare using foreign celebrity.

-Majority of respondent preferred using Indian ordinary people instead of

foreign ordinary

people.

-Presence of product feature & Functions, exposure of social life & relationship, presence of

creative design and jingle in an advertisement are more preferred by people

SUGGESTIONS

-People are aware of vicco turmeric ayurvedic cream, so company should advertise heavily to

stimulate purchase.

-Various promotional activities such as pop’s, canopy, outdoor bilboards,

Contest in various part of country need to be done.

-Fresh advertisement for TVC and print ads needs to be designed with high frequency.

-Jingle & the signature tune can be kept same of previous advertisement as people can recall to it

very easily.

-Company can promote its product in untapped rural market.

-packaging of the product should be changed with a new face.

-celebrity endorsement should be there who can relate with the cream

-Fresh advertisement for TVC and print ads needs to be designed with high frequency.

-Jingle & the signature tune can be kept same of previous advertisement as people can recall to it

very easily.

-Company can promote its product in untapped rural market.

-packaging of the product should be changed with a new face.

-celebrity endorsement should be there who can relate with the cream.

CONCLUSIONS

Communication Objectives:

1- Reminder advertisement

2- Drive Trail

3- Drive Action

4- Influence the influencers

Target Market:

3 0

Our target audiences are urban and rural males and females’ age group 10 – 45. We will

target mainly target females and youths.

Product Image and Brand Personality:

Since our target market is urban and rural males and females with the age group of 10 to 45 years but we primarily intend to focus on two age groups i.e. from 16 to 25 (youths) and from 25 to 30+ (Which are the job doing males and females).

Creative strategy:

In our ad we will be focusing on children’s, teenagers, youths and families facing

problems like

Pimple

Acnes

Boils

Burns

Skin disorders

Blemishes

And the solution for all these problems is multi-purpose Vicco turmeric Ayurvedic Cream

Media strategy:

Promotion is a paid form of mass communication using a media. The media which we

will be using to remind and propagate the awareness of our product are as follows:

Electronic Media:

We will be using television and radio to a large extent so as to get maximum recall and

stimulate trial. The channels which we will be considering to air our advertisement are

national, star plus, colors, Sony, Radio mirchi, MEOW….

The time slot will be usually at 8 to 11 and on holidays and Sunday 10 to 2:30 in the

afternoon and in the evening after 7:30 pm.

For the 1st month daily repetitions during the selected prime times will be done

Print: Newspapers, Magazines, Hoardings and Billboards

Newspapers:

During the first 3 months major dailies across INDIA such as Navbharat Times, Punjab kesri, Times of India, Hindustan times which will carry prominent eye catching visual advertisement to remind and arouse interest in VICCO turmeric Ayurvedic cream.

M agazines:

India today: one of the most famous magazines across INDIA

Film fare: film fare magazine is one of the most read magazines by youth

Grahashoba: famous Hindi magazine read by housewives

Femina: Famous magazine read by females of metros

Brunch: Weekly magazine of Hindustan Times

Hoardings:

Most of the major cities will carry a display of VICCO turmeric Ayurvedic cream on hoardings at key points. Key areas such as near shopping malls, railway stations, cinema halls, metro stations, highways with heavy vehicular traffics will be covered.

Internet:

Advertising will be done by pop ups, email, email and through social networking sites.

Vicco Turmeric Ayurvedic Cream is one of the major products of VICCO GROUP. It is a struggling brand due the emergence of various competitors which heavily advertise their product.

Purpose of this Study

The objective of the project is to build a marketing plan for the ayurvedic cream through various methodologies and to build an advertising campaign while showing the multipurpose uses of the cream and which will be effective to boost the awareness of the company in consumer’s mind.

Scope and focus of the thesis

The main scope of the project is to study the current advertisement of the company, to monitor the emergence of various competitors and to plan reminder advertisement using various modes of advertising.

Thesis Outline

Vicco Group, established in 1952, is the manufacturer of cosmetic products in India which focus on the products of the Ayurveda. Ayurveda is the ancient Indian system of natural medicines. With the combination of the ancient wisdom with modern technology, Vicco Group has its footsteps in almost all countries in Asia, Europe, America, Africa and Australia.

The vision of the firm is to reach out to every civilisation. The promise is to make boons of the Ayurveda available to every home, far and near.

The range of products of Vicco Group includes Turmeric Skin Cream, Vajradanti Paste, Vajradanti Powder, Vajradanti SF (Sugar Free), Turmeric Multipurpose Cream,

Turmeric Face Wash, Turmeric Skin cream (Oil Base), Turmeric WSO Cream, Narayani Cream.

Founded in 1952 by late Shri K.V.Pendharkar, the VICCO Group has emerged as makers of the best internationally known products of the Ayurveda, the ancient Indian system of natural medicines. Having production units at Dombivli, Nagpur and Goa in India, their annual turnover has scored to Rs. 1500 millions. About 15% of company’s total production goes to overseas market. VICCO products constitute 4% of India’s paste market.

Right from its inception in the 1952, the VICCO Group of companies has been charting an unwavering course that has catapulted the group into international limelight. But for a concern, it’s only a humble hop.

To project a correct picture of Ayurveda at home and abroad, Vicco planned to produce items of daily use, such as powder, paste and face-cream on the basis of Ayurvedic principles. Thus were born the famous VICCO brand of products.

Vicco products succeeded in achieving the following –

The benefits of ayurveda have been carried to the common man

It has been proven that the medicinal ingredients present in ayurvedic products are more effective and do not have side-effects

Vicco could make use of India’s most ancient science of natural healing

However, VICCO doesn’t claim to have invented anything new. As an enterprising company, they have only produced for the ready use of mankind what was already discovered in the ancient times itself.

The cosmetic industry which is up for a complete makeover is rediscovering the herbal formulae in its products. It is estimated that the cosmetic industry is growing at a growth percentage of 25% annually.

More and more companies are emerging in to the cosmetic industry and introducing a wide range of cosmetic products. The leading players in this industry include Hindustan Lever Ltd., Ponds India Ltd., Lakme, Emami Ltd, Cavincare Ltd, Godrej Consumer Products Ltd., Lotus Herbals India Ltd., Procter and Gamble Hygiene and Healthcare Ltd., Cadila Healthcare Ltd., Amway India Ltd.

STUDY OF 4 P’S OF THE MARKETING MIX

All the major marketing management decisions can be classified in one of the following four categories – The 4 P’s:

Price

Place

Product

Promotion

These variables are known as the marketing mix or the 4 P’s of marketing. The term “marketing mix” was coined by Neil H. Borden in his article “The Concept of Marketing Mix” in 1965. The ingredients in Borden’s marketing mix included product planning, pricing, branding, distribution channels, personal selling, advertising, promotions, packaging, display, servicing, physical handling, and fact finding and analysis.

These four P’s are the parameters that the marketing manager can control, subject to the internal and external constraints of the marketing environment. The goal is to make decisions that centre the four P’s on the customers in the target market in order to create perceived value and generate a positive response.

Price

Pricing a product is of many ways – which mainly includes:

Penetration Pricing

Economy Pricing

Price Skimming

Premium Pricing

Penetration Pricing is where the price that is charged low in order to gain market share.

Economy Pricing can be maintained by keeping the costs of marketing and manufacturing at a minimum.

Price Skimming is charging a higher price for the product when there is a substantial competitive advantage. This high price attracts new competitors in to the market and then the price inevitably decreases due to increased supply.

Premium Pricing is also used when a substantial competitive advantage exists. However, the price is maintained high due to the uniqueness of the product.

Place

Place is also known as channel or intermediary or distribution. It is a mechanism through which the products are moved from the manufacturer to the consumer.

Though there are many types of channel intermediaries, wholesalers, retailers, agents and internet are the major ones to be quoted.

Channel Intermediaries – Wholesalers

Wholesalers break down the bulk into smaller packages for resale by a retailer. They buy from the manufacturers and sell it to the retailers while taking the ownership of the goods. They minimise the physical contact between the retailers and the manufacturers. Most often wholesalers also take responsibility on the marketing.

2. Channel Intermediaries – Agents

Agents are mainly used in international markets and typically work on commission basis with the manufacturers. Contrary to the wholesalers, agents neither take the responsibility of marketing nor tend to take the title of the goods. Agents are typically expensive to train and difficult to motivate

3. Channel Intermediaries – Retailers

Retailers on the other hand have a stronger relation with the consumers and hold several brands and products. They often offer credit to the customers. Retailers have the final selling price.

4. Channel Intermediaries – Internet

The Internet has a geographically disperse market and the main benefit of the Internet is that niche products reach a wider audience

Product

The Product Life Cycle (PLC) is based upon the biological life cycle. After a product is launched in to the market, in a course of time, it will gain customers and eventually stabilises in the market. Either with the developments or the introduction of the competitors, the product goes into decline and is eventually withdrawn

The term “product” refers to physical, tangible as well as services.

Brand name, Styling, Packaging, Functionality, Warranty and other accessories and services are the most common things which are taken into consideration during the product decisions.

Promotion

Promotion represents the different aspects of marketing communication which is compromised of the following major components:

1. Personal Selling

The effective way of managing customer relationships is by personal selling. Tjis can be done through the sales persons where the sales person acts on behalf of the company.

2. Sales Promotion

Sales promotion tends to be thought of as being all promotions apart from advertising, personal selling, and public relations. BOGOF is one of the best examples for slaes promotion while others include couponing, money-off promotions, competitions, free accessories, introductory offers etc.

3. Public Relations (PR)

Public Relations is defined as ‘the deliberate, planned and sustained effort to establish and maintain mutual understanding between an organization and its publics’ (Institute of Public Relations). Pis not cheap but, however, is relatively cheaper where the successful strategies tend to be long-term

4. Direct Mail

Direct mail is very highly focussed upon targeting consumers based upon a database. Is the sending of publicity material to a named person within an organisation. There has been a massive growth in direct mail campaigns over the last 5 years. Spending on direct mail now amounts to £18 bn a year representing 11.8% of advertising expenditure (Source: Royal Mail 2000).

5. Trade Fairs and Exhibitions

These are the good ways of making new contacts while renewing the old ones. The purpose of trade fairs and exhibitions increase the opportunities for the companies to meet with both trade and customers.

6. Advertising

Advertising is used to create awareness, provide information and develop attitude to gain response from the target market. Advertising through media is one of the most sought after advertising through newspapers, magazines, journals, television etc.

Analysis

Situation Analysis

Ayurveda is the ancient Indian philosophy of health and wellbeing. It means the ‘art of living wisely.’ The wisdom of Ayurveda encourages us to take responsibility for our own health according to the different stages of our lives, the seasons, and the environment we live, work and play in. These factors all have a big impact on our health and it makes sense to adapt our lifestyle accordingly so we can continue to live in harmony with our body and stay at optimum health.

Turmeric, which contains Curcumin, is one of the nature’s most powerful healers known for its anti-inflammatory properties. The recent research has proved that turmeric when used on the skin, reduces pigmentation, softens the body, makes the skin supple, and fights diarrhoea. Turmeric offers many benefits to skin. Because it is natural, it is used safely in many cosmetics and skin care remedies. The use of turmeric improves overall skin health and helps to protect the skin against disease and other skin conditions. From queens to commoners, turmeric has been indispensable as a skin-care preparation and grooming aid for every woman. This is because 63% of the body functions are said to be controlled by the skin alone

However, the staining effect of curcumin on human skin is very noticeable, does not kill acne causing bacteria and it does not reduce sebum production.

VICCO has combined the goodness of TURMERIC which is said to prevent the penetration of ultra violet rays of the sun into the skin and thus maintains the original colour of the pigment of the skin, with the richness of pure SANDALWOOD OIL which is supposed to be the most cooling element in Vicco Turmeric Cream.

Being pure and natural, with all the wonderful attributes of turmeric and sandalwood oil, Vicco Turmeric Cream gives the skin a radiance that mere cosmetics can’t hold a light to.

It is an all-in-one cream for Fairness, boils, acne, pimple reduction and any other skin disorders.

Competitive Analysis

SWOT Analysis is the most renowned tool for audit and analysis of the overall strategic position of the business and its environment. Its key purpose is to identify the strategies that will create a firm specific business model that will best align an organization’s resources and capabilities to the requirements of the environment in which the firm operates.

SWOT is an acronym for Strengths, Weaknesses, Opportunities and Threats. Strengths (S) and Weaknesses (W) are considered to be internal factors over which you have some measure of control. They can include assets, skills at its disposal, compared to its competitors. They can be measured using internal assessments or external benchmarks. Opportunities (O) and Threats (T) are considered to be external factors over which you have essentially no control. It includes demographic, economic, political, technical, social, legal factors. Any organization must try to create a fit with its external environment.

Competitors

The competitive analysis, focussing on the major competitors in the market for Vicco Turmeric Cream is discussed below:

Borolene:

Borolene is the original antiseptic cream reflecting the trust of the consumers from the last three generations in the Indian Market. This product has evolved as a trusted family member where the tradition has been the integral part of the Borolene brand profile and a truly heritage brand.

Ayur Herbal Cream

Ayur Herbal Cream is a cream with extra moisturizing properties which imparts a glow in the skin. It also prevents ageing and dehydration of the skin. The extra oils in the cream help in the blood circulation and and nourishes the sagging skin. It nourishes, protects and revitalizes the skin, gratifying the thirst of every skin type, moves the progress of your skin forward visibly. It works on the marks of the entire face to make the skin satin soft and gives a clear youthful radiance to the devitalized skin.

Ponds Cream

This is a lightening moisturiser that evens the skin tone, nourishes and gives a radiant pinkish-white glow.

Boroplus

Himani BOROPLUS is a skin-friendly preventive, protective herbal antiseptic cream. It is the largest selling antiseptic skin cream in India, Russia, Ukraine, Azerbaijan and Kazakhstan.

As part of ongoing improvement of the products, the everyday BOROPLUS Essential Skincare range was introduced to meet every need and suit every skin. Himani BOROPLUS Essential Skincare with the unique blend of herbal actives and natural oil extracts in an advanced formulation gives your skin the perfect care it needs – providing effective solutions which work in harmony with the skin without any side effects.

FAIR & LOVELY

Fair & Lovely is formulated with optimum levels of UV sunscreens and Niacin amide that is known to control dispersion of melanin in the skin. It is a patented and proprietary formulation, which has been in the market for 25 years. Niacin amide (Vitamin B3) is a water-soluble vitamin and is widely distributed in cereals, fruits and vegetables – and its use in cosmetic formulations has been known for various end benefits. The UV components of the formulation are scientifically chosen and used at optimum levels to provide wide spectrum protection against UV rays of the sun. Specifically, this patented formulation offers a high UVA protection, which is more relevant to Asian skin than plain SPF protection creams sold in the West. All the active ingredients in the Fair & Lovely formulation function synergistically to lighten skin color through a process that is natural, reversible and totally safe.

FINDINGS

-Everybody is aware of “vicco turmeric ayurvedic cream” as 100% of respondents are aware

about it.

– Vicco turmeric ayurvedic cream is the least preferred face cream among all taken face

cream in our research.

-Almost half of the respondents or their families has used vicco turmeric ayurvedic cream.

-Tv advertisements play an important role in creating awareness about the cream.

-Product feature highlighted in the commercial and signature tune has appealed to most of

the respondents.

-Respondent preferred using Indian celebrity as compare using foreign celebrity.

-Majority of respondent preferred using Indian ordinary people instead of

foreign ordinary

people.

-Presence of product feature & Functions, exposure of social life & relationship, presence of

creative design and jingle in an advertisement are more preferred by people

SUGGESTIONS

-People are aware of vicco turmeric ayurvedic cream, so company should advertise heavily to

stimulate purchase.

-Various promotional activities such as pop’s, canopy, outdoor bilboards,

Contest in various part of country need to be done.

-Fresh advertisement for TVC and print ads needs to be designed with high frequency.

-Jingle & the signature tune can be kept same of previous advertisement as people can recall to it

very easily.

-Company can promote its product in untapped rural market.

-packaging of the product should be changed with a new face.

-celebrity endorsement should be there who can relate with the cream

-Fresh advertisement for TVC and print ads needs to be designed with high frequency.

-Jingle & the signature tune can be kept same of previous advertisement as people can recall to it

very easily.

-Company can promote its product in untapped rural market.

-packaging of the product should be changed with a new face.

-celebrity endorsement should be there who can relate with the cream.

CONCLUSIONS

Communication Objectives:

1- Reminder advertisement

2- Drive Trail

3- Drive Action

4- Influence the influencers

Target Market:

3 0

Our target audiences are urban and rural males and females’ age group 10 – 45. We will

target mainly target females and youths.

Product Image and Brand Personality:

Since our target market is urban and rural males and females with the age group of 10 to 45 years but we primarily intend to focus on two age groups i.e. from 16 to 25 (youths) and from 25 to 30+ (Which are the job doing males and females).

Creative strategy:

In our ad we will be focusing on children’s, teenagers, youths and families facing

problems like

Pimple

Acnes

Boils

Burns

Skin disorders

Blemishes

And the solution for all these problems is multi-purpose Vicco turmeric Ayurvedic Cream

Media strategy:

Promotion is a paid form of mass communication using a media. The media which we

will be using to remind and propagate the awareness of our product are as follows:

Electronic Media:

We will be using television and radio to a large extent so as to get maximum recall and

stimulate trial. The channels which we will be considering to air our advertisement are

national, star plus, colors, Sony, Radio mirchi, MEOW….

The time slot will be usually at 8 to 11 and on holidays and Sunday 10 to 2:30 in the

afternoon and in the evening after 7:30 pm.

For the 1st month daily repetitions during the selected prime times will be done

Print: Newspapers, Magazines, Hoardings and Billboards

Newspapers:

During the first 3 months major dailies across INDIA such as Navbharat Times, Punjab kesri, Times of India, Hindustan times which will carry prominent eye catching visual advertisement to remind and arouse interest in VICCO turmeric Ayurvedic cream.

M agazines:

India today: one of the most famous magazines across INDIA

Film fare: film fare magazine is one of the most read magazines by youth

Grahashoba: famous Hindi magazine read by housewives

Femina: Famous magazine read by females of metros

Brunch: Weekly magazine of Hindustan Times

Hoardings:

Most of the major cities will carry a display of VICCO turmeric Ayurvedic cream on hoardings at key points. Key areas such as near shopping malls, railway stations, cinema halls, metro stations, highways with heavy vehicular traffics will be covered.

Internet:

Advertising will be done by pop ups, email, email and through social networking sites.

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