Emami.docx

CONTENT

S. NO Topic

Page No.

1.

Acknowledgement

2

2.

Introduction

3

3.

History

4-5

4.

Marketing Aspects

6-9

5.

Marketing Plans

10-11

6.

Marketing Environment

12-13

7.

Products

14-26

8.

SWOT Analysis

27-29

9.

Marketing Ps

30-35

10. Competitors

36-37

11. Suggestions

38-39

12. Conclusion

40

13. Bibliography

41

EMAMI LTD

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ACKNOWLEDGEMENT

This Project has been developed on the basis of lectures delivered by “Professor Suman Kumar Dawn” in our college. I would like to thank him whole heartedly for their noble guidance teaching. I have done my project on Marketing Mix of “Emami Limited” which is very useful for me to know more about marketing mix of a given products and it also helpful in future.The success and final outcome of this project required a lot of guidance and assistance from many sources like secondary data and primary data and I am extremely fortunate to have got this all along the completion of my project work.

Thanking You

Name

Roll No

Signature of Guide

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INTRODUCTION

My project is on Emami Limited, Emami Limited is one of the leading and fastest growing personal and healthcare businesses in India, with an enviable portfolio of household brand names such as BoroPlus, Navratna, Fair and Handsome, Zandu Balm, Mentho Plus Balm, Fast Relief and Kesh King. Established in 1974, they have a portfolio of over 300 products based on ayurvedic formulations. Their current operations comprise more than 60 countries including GCC, Europe, Africa, CIS countries and the SAARC. Over 121 Emami products are sold every second somewhere around the world. Emami Limited, the flagship company of the Group, recorded a turnover of Rs 2541 Crore, 2017-18. Emami acquired the heritage brand Zandu in 2008 on the basis of huge business synergy between the two brand portfolios. Emami also acquired Ayurvedic Hair & scalp business of "Kesh King" as a business strategy in 2015.

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HISTORY

The inception of Emami Group took place in the mid 1970s when two childhood friends, The inception of Emami Group took place in the mid 1970s when two childhood friends, R S Agarwal and R S Goenka, left their management jobs with the Birla Group to set up Kemco Chemicals, an Ayurvedic medicine and cosmetic manufacturing unit in Kolkata in 1974. At that time the Indian FMCG market was still dominated by multinationals. The company was established with modest capital of Rs. 20,000 and started manufacturing cosmetic products as well as Ayurvedic medicines under the brand name of Emami from a small factory in Kolkata, targeting sales at the Indian middle class. In the early days the founders personally sold their cosmetics from shop to shop, using hand-pulled rickshaws. They soon established recurring consumer demand, and gradually hired additional staff. A chain of distributors was established and the sale of Emami products spread from West Bengal to rest of Eastern India and gradually to other states. Emami Talcum, Emami Vanishing Cream and Emami Cold Cream sold well. The company's marketing techniques were to sell dreams of beauty to Indian women using radio and TV advertising. Emami Limited acquired a major stake in Zandu Pharmaceuticals Works Ltd, a century-old household name in India, for Rs 7 billion. Emami added some of Zandu's prominent brands like Zandu Balm, Zandu Chyawanprash, Zandu Kesri Jeevan, Zandu Pancharishta, Sudarshan and Nityam Churna to its own range.

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Within three decades, the company has grown to Rs. 10 billion Emami Ltd under the Rs. 30 billion Emami Group. Emami is still led by Agarwal and Goenka, with the help of second generation directors from their two families and professional staff. The group recently moved to a new corporate office "Emami Tower" in Kolkata.

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MARKETING ASPECTS

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The group strategy is for growth through both Organic and Inorganic expansion.This will be driven by power brands, upcoming brand extensions and new launches, coupled with a wider international presence through acquisitions. Drive our top line       

Enhance product recall through aggressive promotion via celebrities Expand distribution to reach rural pockets Differentiated ‘Value For Money’ products Innovate and enter new product categories Undertake brand extensions Wider international footprint ,entry in new geographies - drive exports Leverage existing distribution network

Grow bottom line     

Engage in effective and continuous cost control initiatives Reduce proportion of ad- spend with increase in volumes Stabilization of new launches and brands Enjoy benefits of economies of scale Leverage on low cost manufacturing taking full benefit of location advantage

As growth slows down in traditional overseas markets, FMCG-major Emami Ltd is opting for a new set of strategies. Some solutions are even countryspecific by nature. Re-working product portfolio by getting into new categories (that have higher buying preference) and revamping distribution networks have already been

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implemented. The Kolkata-based company is now eyeing acquisitions and local manufacturing (in overseas markets). According to Prashant Goenka, Director IMD, Emami, maintaining and protecting sales and profit numbers, while gaining market share, tops their priority list.

Emami has a presence across 60-65 countries encompassing regions such as West Asia, South-East Asia, SAARC and CIS, through five power brands Navratna, Kesh King, Fair & Handsome, Boro Plus and Zandu. “We need to increase bottom-line and protect top-lines. The bad countries are becoming better now. But, hope is on the better countries having geo-political stability,” Goenka told BusinessLine. Overseas scenario Some of the markets that have witnessed weak growth over the last few quarters include the West Asian and African nations (categorised as MENAP or Middle East, North Africa, Afghanistan and Pakistan). While economic slowdown is a cause in countries like Saudi Arabia; political instability and currency devaluation are being seen as the major reasons in the large North African nations like Egypt, Nigeria and so on. Comparatively, East African nations or South East Asian ones - like Bangladesh - have fared way-better with an over 20 per cent growth. For instance, overall international business de-grew by 16 per cent, year-onyear, in Q3, of FY-17. But once MENAP is taken out of the equation, the remaining countries put together saw a 10 per growth, (Y-o-Y, Q3). Countries in MENAP account for 35 per cent (over one-third) of Emami’s overseas business. Overseas sales are 11 per cent (apprx) of top-line. A strong growth driver for Emami in overseas markets would be acquisitions. EMAMI LTD

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“These offerings (acquisitions) will add value to my existing business overseas and also in India. We have initiated talks in select markets,” Goenka added without getting into much details. Localisation or manufacturing products locally are being looked at. African nations and Indian neighbours like - Nepal and Sri Lanka - are some places where it can explore setting up facilities to take out any risk of currency devaluation. Facilities could be company-owned or third-party sourcing ones.As Goenka points out, the FMCG major will also look to enter countries which are geo-

politically stable; and strengthen its presence in India’s neighbourhood (Nepal, Bangladesh and Sri Lanka). Emami has also tried to mix-up its offerings so that it gets into categories high on consumers buying preferences; rather than ones which fall in the discretionary spending category. At least 12 new SKUs have been introduced. Where the market was good, skincare offerings were introduced. OTC offerings In case, the market weakened, over-the-counter offerings (non-prescription ones) were introduced. “We introduced products for pain management in the Middle East market sometime back. We are looking to add more such categories now,” he added. West Asian countries have also seen a change in distribution network to align with credit policies prevalent in retail trade there. Controlling cost in another major part. “We are spending money in the right places. For example, we may cut down on overhead expenses and not necessarily on the ad budgets,” Goenka explained.

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MARKETING PLANS OF EMAMI LIMITED

Tagline of Emami Limited :- “Making people healthy & beautiful, naturally”

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Positioning is used as a communication tool to reach target customers in a crowded market place. They claimed that the easiest way to occupy a consumers mind is to be the first and much more difficult to remember who is second. Emami, once small-time manufacturer of ayurvedic medicines and cosmetics, is doing just the same. it is making a habit out of entering small, niche segments, developing them into lucrative business propositions and subsequently, spending big on advertising and marketing to retain a substantial share of the market in the face of growing competition. As a part of Corporate Social Responsibility (CSR) initiative to remove rural poverty Emami started two schemes – Emami Mobile Traders, Emami Small Village Shops. These schemes enable the rural youth an opportunity to earn

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sustainable and regular income. To help rural people Emami has partnered with several rural agencies like Self Help Groups (SHG), Farmers Club, District rural development cells, gram panchayat and Regional Rural banks. These schemes will not only enable and help rural people but also help the company to enhance its reach in rural areas, providing social benefits and making products available to rural population. The scheme was initially launched in Cooch Behar district of West Bengal and has now been extended to seven states in India. There are 200+ Emami small village shops and 2000+ Emami mobile traders who conduct direct marketing of Emami products in the rural areas. These ventures enable rural people to earn guaranteed income of Rs 1000 on every Rs. 4000 of goods sold. People who are part of EMT’s and ESVS are provided with monsoon and winter equipment and identity cards by the company. Above mentioned benefits have helped Emami enhance its reach throughout the country and deliver its products to the end consumer in a timely manner. Its acquisitions abroad will also help Emami to cater to International markets. Source: Company Investor Presentation Emami has different channels for its Urban and Rural markets. Their sales channel is depicted below: Emami has also launched Project Swadesh – a rural initiative that focuses on rural markets that have high rural potential. The main objective is to increase coverage through van operations, reduce dependency on indirect distribution and wholesale distributors.

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MARKETING ENVIRONMENT

Emami restructured its sales & distribution model, the consulting partner for the project is Ernst & Young and the project is named “Navodaya”. Consumers were targeted in Shopping malls and lifestyle outlets. Emami also distributes its products through rural e-Choupal through its tie up with ITC; this has enhanced the company’s reach to Rajasthan, Madhya Pradesh and Maharashtra. The company has also appointed 11,000 individuals in rural areas to act as direct distributors to consumers who will make products available to rural households and will get some incentives based on performance. Emami’s strong presence is due to its strong distribution networks and key highlights are mentioned below. Pan-India presence with 400,000 retail outlets, nationwide distribution making products available in 2.6 million outlets 30 warehouses and depots across country Rural penetration through tie ups with ITC, Emami mobile traders and Emami small village shops in seven states In urban areas promotions are done shopping malls, kirana shops and specialized distributors Emami also supplies to Indian Army through Defense Depots which are spread across 18 states across country.

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Positioning is used as a communication tool to reach target customers in a crowded market place. They claimed that the easiest way to occupy a consumers mind is to be the first and much more difficult to remember who is second. Emami, once small-time manufacturer of ayurvedic medicines and cosmetics, is doing just the same. it is making a habit out of entering small, niche segments, developing them into lucrative business propositions and subsequently, spending big on advertising and marketing to retain a substantial share of the market in the face of growing competition.

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PRODUCTS Let’s talk about some Emami brands that created niche categories which turned out to be:

BoroPlus Core Benefit : Moisturising Skin Basic Product : Skin Care, Smoothness skin Expected Product : Prevent skin in winter, Sun Protection Augmented Product : Easy to use, smooth and beautiful skin, lips, elbows and feet, Nice Smell Potential Product : Boroline, Boroplus Anti-Pollution Face Wash with Nature Shield Complex

Millions of users trust India’s No.1 BoroPlus Antiseptic Cream / Ayurvedic medicine - ointment. It gives your skin healthy protection and cure. Now say goodbye to varied skin problems, naturally. A preventive, curative and healing medicated ointment for dry skin diseases, cuts, scratches, minor burns, wounds, cold sores, chapped skin, etc. The product offers unique blends of herbal actives and natural oil extracts in an advanced formulation providing one’s skin the perfect cureit needs. BoroPlus echoes the celebration of good skin.

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Navratna Core benefit : Shine and lustre, Reduce hair Loss, Relieves headache, Basic Product : Strengthens hair protein, Relaxes mind Expected product : keep head cool and provides you sound sleep, Shine and lustre Augmented product : Available in Small sachets, availability through retailers across the India Potential product : Navartna Cool Talk, Navartna extra Thanda,

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'Thanda Thanda Cool Cool' brand Navratna has been the most trusted and preferred brand in the therapeutic cooling oil segment for a very long time. It is the undisputed leader in its category – providing multi-purpose benefits to its set of satisfied and ever growing consumer base. It has been meticulously prepared from a combination of nine unique ayurvedic herbs. It’s everyday massage gives enjoyable cooling which provides relief from daily mental and physical stress- and its related symptoms like headache, fatigue, tension, insomnia etc. It not only solves specific hair and body related ailments, but delivers superlatively on all desired benefits, like beauty & nourishment, traditionally sought from hair oils.

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Zandu Balm Core benefit : Stress Relief Basic Product : Stress Relief of body muscle and joint Expected product : Fast stress relief Augmented product : Easy to use Potential product : Zandu Gel Balm Junior, Zandu Balm Ultra Power

Zandu Balm is India’s No 1 pain relieving balm. It is an iconic brand of Zandu portfolio and become a generic name for balms for most of the consumers. It is a trusted balm for over a hundred years. Zandu Balm is synonymous for headache, body ache and cold remedy and considered as the best in the category. Zandu balm is one of the biggest pain management brand and available in more than 5 Cr. Indian household across geographies. It is also highly distributed pain management brand with coverage of more than 13 Lakhs retail outlets across India.

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Fair and Hansome

Core benefit : Beauty and Fairness Basic Product : Skin Care, Fairness of Skin. Expected product : Prevent from Sun rays, Pollution Control Augmented product : Pimple free, Potential product : Five in one solution Face wash

Emami Fair & Handsome has been specially designed for men by skin care experts using scientifically tested and clinically proven combinations of Natural Vitamins, Anti-Irritants, Sunscreen filters that protect the skin from harmful UVA and UVB rays of the sun. It uses one of the most widely tested and demonstrated skin lightening active technology, Vitamin B3, that works from within to lighten the skin and the dark spots. The advanced formulation has been designed with a combination of special “micro absorbers” that absorb away the excessive oil and sweat, leaving your skin feeling fresh, sweat and oil free, keeping you looking fair and fresh for long. The advanced formula of Fair & Handsome now comes with an SPF of 15+, protecting from harmful UV rays of sun. The advanced formula has been clinically proven has been dermatologically tested safe to work on Indian Male skin.

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The new advanced cream now gives: Oil Control Sweat control Sun protection Dark spot reduction Long lasting fairness

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Fast Relief Fast Relief is formulated to provide instant & long lasting relief from the body aches. The special ayurvedic active ingredients of special herbs like Nilgiri oil, Lavang and Gaultheria helps to penetrate swiftly to the area of pain. After penetration, the active ingredients stimulate circulation, relax stiffness and reoxygenate tense painful tissues. The ointment’s core target is young adults who leads an active lifestyle and seek instant relief so that there is no discontinuity or encumbrance in their schedule.

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Zandu Sona Chandi Chyawanprash Plus “Immunity PLUS Mind Power” - Ordinary Chyawanprash provides you with immunity, but just immunity is not enough in today’s competitive world. To stay ahead in life you need the power of “PLUS”. Only Zandu Sona Chandi Chyawanprash “Plus” offers you Immunity + 3 Mind Benefits of Alertness, Better Memory & Concentration owing to the presence of NNA. Natural Nootropic Agents (NNA). NNA are traditionally known ayurvedic ingredients like Brahmi, Almond oil, Shankhapushpi, Ashwagandha, & Jyotishmati which has been scientifically proven to improve memory, learning and concentration.

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Vasocare During winter the harshness of the elements leaves the skin cracked, dry and flaky, robbing it of its natural moisture and glow. Emami Vasocare Herbal Petroleum Jelly now provides the herbal power to heal, protect and revitalize the skin from within to ensure 24-hour winter skin-care. This light green jelly restores the skin's natural glow and offers a pleasant usage experience with it's mild fragrance.

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Zandu Healthcare Zandu offers a wide range of products from healthcare to lifestyle. In other words, we cure the world naturally with our healing touch. Discover a new, healthy way of life. Join the Zandu Health Revolution and make healthy living your mantra. Experience the power of Ayurveda to lead a healthier, happier and more fulfilling life.

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Kesh King Haircare Kesh King Ayurvedic Medicinal Oil is an Ayurvedic Patented Hair medicinal preparation without side effects. Kesh King is a complete Ayurvedic formula, which is prepared in Sesame Oil using 16 selected herbs. "Kesh King Ayurvedic Medicinal Oil", as the name suggests is a medicinal Ayurvedic Hair Oil which is made from the extracts of the rare herbs found in the nature. Kesh King Ayurvedic Medicinal Oil not only helps in protecting and nourishing the hair but also helps prevent premature greying, dandruff, hair fall, split hair and checks loss of hair, sleeplessness and headache.

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HE Deodorants Core benefit : Fresh nesh & prevent body’s smell Basic Product : Coolness, Nice Smelling from Body Expected product : Give Extra image towards others Augmented product : Easy to Spray Potential product : She Ultra

HE Portfolio has 9 variants - 5 of which are Aerosol (Magician, Conqueror, Smart, Ruler) and the rest 4 are No Gas (Arctic, Lagoon, Hypnotic, Passion). Lagoon and Arctic have an additional cooling benefit in addition to long lasting Fragrances. The SKU size of Aerosol deos is 150ml and that of No Gas Deos is 122ml.

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SWOT ANALYSIS

Strengths 1) Its strategy is to develop niche segments into brands which have always given it the first mover’s advantage. It did just that with its men’s fairness cream — Fair and Handsome — as it carved out a virgin segment from within what is now a Rs 1,400 crore fairness cream market in India. 2) 2. Emami covers all the states with 32 depots across India and enjoys a wide distribution network comprising strong network of 3500 distributors and 4000 sub distributors , with direct retail reach across of 5,00,000 outlets 3) 3. Strong brands in its portfolio; Boroplus, Navaratna, Fair & Handsome, Zandu are all Rs 100 crore plus brands. 4) 4. Significant international presence in countries like Ukraine, Russia and Nepal.

Weaknesses 1) It has not diversified much. It had planned to enter into baby care segment but later on pulled back.

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Opportunities 1) Demographic trends like increasing population and purchasing power favor the consumer healthcare market, thus opportunities for growth. 2) Related diversification into growing categories 3) With growth in modern retail, it should look into opportunities of how to cater to this channel.

Threats 1) Intense and increasing competition amongst other FMCG companies. 2) FDI in retail thereby allowing international brands and increasing bargaining power of big retailers which could negotiate for better margins 3) Competition from unbranded and local products.

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MARKETING Ps OF EMAMI LIMITED

Marketing Mix of Emami analyses the brand/company which covers 4Ps (Product, Price, Place, Promotion) and explains the Emami marketing strategy.

The 4Ps of Emami Limited are as follows :

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Product:

Emami is one of the largest FMCG brands based out of India. Emami has been innovating and launching new brands and products to meet consumers need ever since it started. The products available are spread and utilized across various income and age groups considering young to old and everyone in between. Creating the best in class and affordable brands in health and personal care products is the key objective of the company. Emami has a total portfolio of over 300 diverse products in its marketing mix with 120+ products getting sold every second across the world. Emami product line follows as below: • Boroplus brand includes Antiseptic Cream, Prickly Heat Powder, Total Results Moisturizing lotion and Zero Oil Zero Pimple Face Wash • Zandu Brand includes Balm and Balm Ultra Power • Navratna brand includes Cool Oil, Extra Thanda Ayurvedic Oil, i-Cool Talc, Cool Talc and Almond Cool oil • Fair and Handsome brand includes Complete Winter Solution, Instant Fairness Face Wash, Fairness Cream for Men and laser 12 advance brightening cream • Menthol Plus includes Balm • Fast relief includes Pain Relief Ointment • Zandu Sona Chandi includes Chyawanprash Plus • Zandu Kesari Jivan Chandi includes Kesari Jivan Chyawanprash • Vasocare includes Herbal Petroleum Jelly

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• Zandu Healthcare includes OTC, Classical and Ethical • 7 Oils in One includes Damage Control Hair Oil • Kesh King includes Haircare products • Diamond Shine Crème Hair Colour includes shine crème and 5 different hair colour • He includes on the go Waterless Face Wash • Emami Golden Beauty includes Talc • Emami Naturally Fair includes Herbal Fairness Cream Zandu Balm and BoroPlus from Emami are amongst India's 100 Most Trusted Brands as per the Brand Equity Survey with BoroPlus enjoying access to 22% of all the Indian households with a market share of 76% in the field of antiseptic creams. Navratna oil is the leading cooling oil with a market share of 62%. Fair and Handsome captures the market share of 65% in men’s grooming area. Even in the international market, BoroPlus is the leading brand in Russia and Ukraine’s antiseptic and healing topical supplements category. Fair and Handsome leads in the United Arab Emirates, it is number two in Saudi Arabia and Bangladesh’s men’s face whitening and fairness cream category. Navaratna leads the cool oil market in the United Arab Emirates, Saudi Arabia and Bangladesh. Emami, though started from the very scratch, has made a remarkable presence throughout the globe.

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Price: One of the major reasons of success of Emami is providing products which are value for money. Emami has a competitive pricing strategy in its marketing mix to tackle the offerings from all other FMCG players. Emami has been successful in penetrating both urban and rural market. Keeping the concept of pocket friendly products in mind, the company has launched various products sachet and low volume packets. The sachets like Rs. 5 of BoroPlus and Rs. 10 sachet of Fair and Handsome made the products reach to each and every section of the society. Emami keeps on working on their pricing strategy. Recently, they have reduced the price of Emami 7 Oils in One to pass on the EMAMI LTD

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GST benefit to consumers. Under the new pricing, 50 ml of the brand will be priced at Rs. 30 as against Rs. 32 earlier, 100 ml at Rs. 55 compared to Rs. 60 and the 200 ml bottle will now be costing Rs. 105 against Rs. 115.

Place: Emami has its presence not only in domestic market but also in the international market. It is spread across 60 countries, with primary focus in Gulf & Middle-East, CIS, SAARC, Africa and SEA regions. Emami have dedicated manufacturing units in India and abroad to develop products suited to meet the diverse needs and preferences of consumers in different markets. There are total 8 manufacturing units in Bhoypur, Amingaon, Patnagar ,Dongri, Kolkata, Vapi, Massat and Pacharia in India with a new one starting in Guwahati in February, 2017 and 1 unit in Bangladesh. Distribution channel of the comany is well-organised, efficient and fast and to maintain that it has 33 warehouses, 3250 distributors and 6500 sub distributors with direct reach across 7.3 Lac retail outlets. Emami products are easily available at departmental stores, general stores, chemists, almost all retail outlets and even in e-commerce sites. Emami also initiated project Dhanush to facilitate distribution strength by covering around 16,700 villages and towns directly across the country where the population is less than 50,000.

Promotion:

Emami is one of the highest spenders on advertising and promotions in its category. India is a market of over a billion people and a majority of this market is rural, at the bottom of the pyramid. It is price sensitive and emotional. This segment responds to the pull of a visible celebrity. They pioneered the concept of endorsements and in-film advertising with the objective to create EMAMI LTD

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aspirational aura and recall. The promotions were directed at arresting the attention. The brand ambassadors were signed on the basis of the brand need and the fit between the particular brand and the star. Till date, Emami has been endorsed by more than 60 celebrities like Amitabh Bachchan, Shah Rukh Khan, Rekha, Kangana Ranaut, Juhi Chawala, Sourav Ganguly, Sunny Deol etc. It promotes using healthy mix of print, television and digital medium. Advertisements are shown on television channels like Star Plus, Zee Cinema, Sony TV, Colors and many more along with sports channel for maximum coverage. Also, several ATL and BTL activities are conducted to promote the brand. Emami was also involved in sponsorship activities with beauty pageants like Kolkata Fashion Week held in 2009. The company also provides various offers and discounts to promote and create customer loyalty. Also, these offers provide huge sales and high volumes of revenue. Hence this concludes the marketing mix of Emami.

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COMPETITORS COMPETITIOR ANALYSIS Competition involves all the actual and potential rival offerings and substitutes a buyer might consider before buying the product. Fair and Lovely Menz Active was launched in October 2006. . It was the second entrant in the Indian Men’s Fairness Cream market after Emami. Fair and Lovely Men’s Active is scientifically tailored for men’s skin So now the product has to focus on attracting new customers. The market of Men’s Fairness Cream in India is now a 4 year old market. But there’s still a huge untapped potential. Hence HUL has to follow the policy of “Market Penetration” for this production involves all the actual and potential rival offerings and substitutes a buyer might consider. Garnier faces competition from various competitors as mentioned below    

Other fairness cream companies Skin clinics Ayurvedic products Homemade solutions (face packs)

The other fairnesss creams which are present in the market are as under:         EMAMI LTD

Fair and Handsome - Emami Nivea for men Fair ever - HUL Fair one - Shahnaaz Hussain (Elder healthcare ltd) Kaya skin clinic Products by international brands like Clarins and Shiseido Fair and lovely mens active – HUL Himalaya Ayurvedic fairness cream 36

I will be analysing Emami and HUL since they are the leaders in this market. Emami: Emami, being the first mover or rather Pioneer in the Men’s Fairness cream category is the biggest competitor of Garnier Power Light range. Emami Ltd, the flagship company of the Rs2000 Crore Emami Group, is a leading player in the personal and healthcare consumer products industry in India. Currently Emami’s Fair and Handsome is the biggest player in the market of Men’s Fairness cream in India. Emami was the pioneer in the Men’s Fairness cream market. In fact, Emami single handed created the market in India. Emami like Garnier has a very strong research centre. Also being an Indian company and having a long presence in the Indian market is an advantage. It also has a upper hand in terms of marketing. HUL: Fair and Lovely Menz Active was launched in October 2006. . It was the second entrant in theIndian Men’s Fairness Cream market after Emami. Fair and Lovely Men’s Active is scientifically tailored for men’s skin So now the product has to focus on attracting new customers. The market of Men’s Fairness Cream in India is now a 9 year old market. But there’s still a huge untapped potential. Hence HUL has to follow the policy of “Market Penetration” for this product. HUL is a huge company with large reserves and surplus.It has developed customer management and supply chain capabilities for partnering emerging self-service stores and supermarkets. HUL from the beginning has been devering quality to its customers. All this clearly shows that HUL is a competitor to look out for.

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Some Competitors Name

1) HUL

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2) NESTLE

3) ITC Ltd

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Competition Name

HUL

Last Price

Market Sales Cap. Turnover (Rs. cr.)

Net Profit

Total Assets

1,621.30

350,953.84

34,525.00

5,237.00

7,075.00

Godrej Consumer

819.45

83,761.40

5,261.02

999.87

4,641.59

Dabur India

455.70

80,488.67

5,609.06

1,072.05

4,513.39

Marico

337.80

43,605.40

5,170.41

718.23

3,163.57

P and G

9,652.05

31,331.26

2,455.29

374.59

805.50

Colgate

1,109.55

30,178.17

4,187.97

673.37

1,524.63

Emami

505.05

22,926.00

2,353.99

309.52

2,250.61

6,892.75

22,460.18

1,676.85

229.05

694.18

Godrej Ind

547.20

18,406.76

1,958.33

241.40

3,888.80

Jyothy Labs

197.55

7,182.68

1,699.73

160.53

960.25

Bajaj Corp

449.60

6,631.60

831.21

216.27

518.86

Sanwaria Consum

12.75

938.53

5,069.27

100.44

1,584.97

JHS Svendgaard

35.00

155.89

138.38

28.05

177.71

GKB Ophthalmics

84.05

34.91

36.92

-2.58

36.83

Gillette India

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SUGGESTIONS FOR EMAMI LTD 1) The company should popularize the brand through massive advertising campaign so that the people are well aware of its products. 2) The company should increase the dealer’s margin so that they will be motivated and make an effort to push this product first to the customers. 3) The company should offer the various schemes for the valuable customers so that customers attract towards their products. 4) Management should make aware their employees about sales volume and export volume through meetings, seminars or through annual report. 5) Some incentive should be provided to motivate the employees on the basis of good work done. 6) To motivate dealers and customers schemes should be updated from time to time. 7) There must be an improvement in the quality of all brands. 8) The budget of advertisement should be increased in comparison to competitors. 9) The company should strengthen the distribution channel so that as its products is made available at every length and breadth of the city.

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CONCLUSION  Today, Emami Limited is led by Mr. R S Agarwal and Mr. R S Goenka with the help of the second generation Promoter Directors from the two families. Qualified and dedicated set of professionals run the day to day operations of the company.  Forbes Asia 2011, has ranked Mr. R S Agarwal and Mr. R S Goenka among the 100 richest Indians.  Emami Limited Marketing Words – “Our mantra has been distinctiveness, differentiation and innovation. That has been the key to all of Emami’s success over the years.”

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BIBLIOGRAPHY

 Websites :

   

www.google.com www. wikipedia.com www.emamiltd.in www.mbaskool.com/marketing-mix/products/17379emami.htmlwww.wikipedia.com  www.mbaskool.com/brandguide/fmcg/6597-emami.html

EMAMI LTD

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