Presentation On Promotional Misfire - Vicco

PALAN AD AGENCY PROJECT ON VICCO TURMERIC

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INDUSTRY OVERVIEW Total market share of fairness creams – 700 crores • Key players • HLL’s Fair & Lovely – market leader – Cavin Kare’s Fair ever – Emami –

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Minor domestic players – – – – – –

Himalaya Ayur Dabur Biotique Fem Everyuth

ABOUT VICCO • Founded in 1952 by late Shri. K.V.Pendharkar. • Production units at Dombivli, Nagpur and Goa in India • 15% of company’s total production goes to overseas market. • Ayurvedic products • Exports : U.S.A, Canada, Mexico, Surinam, Africa, Mauritius,Fiji,Saudi Arabia,Kuwait.

MISFIRE • Early positioning - “To be brides” • Poor promotion • Monotonous Packaging • Lack of variety in products • Core competency – not concentrated on • Coping up with changing times

CLEAR EVIDENCE • Ads of Vicco Turmeric cream

SOLUTIONS • Reposition the product – Vicco turmeric cream - target the people who wish for a glowing, healthy looking skin.

• Packaging – A better packaging to build brand equity and drive sales – Modern look

• Poor promotion – Take advantage of high brand recall – Maintain the same catchy jingles – Competitive advantage appeal and emotional appeal for advertisement – Ads can be displayed in more channels – Promotional activities – offers, discounts, samples, etc can be given – Point of purchase displays – Rejuvenate the brand (brand makeover with a hype)

• Variety of products

– Capture the market for men

• Core competency – not concentrated on – Ayurvedic contents – First move advantage

• Coping up with changing times – Instill a feel of empowerment and motivation in women – Cultural change and life style

BRAND AMBASSODARS SHRUTHI HASSAN

IMRAN KHAN

! ! ! U O Y K THAN