Understanding Advertising and working on the day to day activities of the brand Emami Shikha Singh Tomar

International School of Business & Media, Noida

Table of Content

1. Introduction…………………………………………………………………………..51.1 Advertising……………………..................................................................................51.2 Ad Agencies……………………………………………………………………..…..6

2. Mudra Communication-An Introduction………………………………….……….72.1) Main Components……………………………………………………………...7,82.2) Work done…………………………………………………………………..…9,10

3. Research Methodology……………………….………………………………….11

4. Critical review of literature…………………………………………………….. 13

5. Client’s profile- Emami……………………..……………………………………165.1 Navratna product portfolio………………………………………………18,19,20,21

6. Brand Positioning stages……………………………………………………….22

7. Market Study: Talc Market……………………………………………………247.1 Talc market…………………………………………………………………24,25,267.2 Idea generation……………………………………………………………….…..277.3 Idea Screening…………………………………………………...28,29,30,31,32,337.4 Marketing Research to test concepts…………………………34,35,36,37,38,39,407.5 Packaging …………………………………………….....................................41,427.6 Recommendation………………………………………………………………..43

8. Market study: Shampoo Market………………………………………………..448.1 Evolution of the category……………………………………………..……….44,458.2 Market segmentation of shampoo…………………………………….……46,47,488.3 Emami 5 in 1 shampoo……………………………………………….…49,50,51,528.4 Navratna Shampoo…………………………………………………………………538.5 Launch strategy of Navratna shamoo………………………………………..…54,55

9. Oil Market…………………………………………………………………..….…569.1 Navratna oil…………………………………………………………57,58,59,60,619.2 Recommendation for NRO………………………………………………………62

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9.3 Navratna oil onground activation ideas………………………………….…63 to 71

10 conclusion, Learning and Recommendation for students………………….…..72

11 Bibliography……………………………………………………………………….73

12 Synopsis……………………………………………………………….…….……74

Acknowledgement

I would like to express my gratitude to all those who gave me the opportunity to have this Wonderful experience of being part of the project of Understanding Advertising and working on the day to day activities of the brands Emami and Navratna. I want to thank Mudra communication for giving me permission to observe their activities in order to do the necessary work and to use data. I would specially like to thank Mr. Saurabh Ghoshal (Group Director), Miss Kanupriya (Brand communication Executive) and Miss Renuka Dogra (Account Director) for their immense support for my internship.I am also thankful to the employees and staff of the project for their immense cooperation and support at every step of my internship

Shikha Singh TomarInternational school Of Business & Media, Noida

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Preface

Excellence is not an accident

Growth is a nonstop procedure. It is relative and complete. We cannot stop at a certain

destination and declare that target has been achieved and we need not to go further.

The summer training programmers are designed to give the manager the future of the

corporate deeds and work culture. These real life situations are entirely different from the

stimulated exercise enacted in an artificial environment inside the summer training

programmers and designed, so that the manager to tomorrow do not feel ill when the time

comes to shoulder responsibilities.

I was fortunate enough to join “Mudra communication” as a summer trainee.

An advertising agency or ad agency is a service business dedicated to creating, planning

and handling the advertising (and sometimes other forms of marketing promotion) for its

clients. An ad agency is independent from the client and provides an outside point of view

to the effort of selling the client's products or services.

The understanding that I have gathered during this period has certainly provided me with

an direction which, I believe, will help me to shoulder any project productively in near

future. During this period, I have collected all the relevant information though primary and

secondary data, which were available at the concerned office and outside of the company.

On the basis of my training programmed, I have tried my best to put together the work in a

orderly and sequential way. Despite the natural shortcomings of the study, an authentic

stab was made on my part observe that the study was carried out in the right respective.

This report gives the better understanding of advertising in an organization.

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1. Introduction:

1.1) Advertising

Advertising is a form of communication that typically attempts to persuade potential customers to purchase or to consume more of a particular brand of product or service. Advertising helps organizations to create awareness of their products or services, or about an organization itself, among the target audience.

According to the institute of practioners in advertising (IPA), advertising is the means of providing the most persuasive possible selling message to the right prospects at the lowest possible cost.

In simple words, advertising is a paid form of non personal presentation or service by an identified sponsor to reach out the maximum number of audience.

A recent survey by Ad week magazine found that majority of consumers believe the quality of advertising has improved since the mid-’80s. The survey also showed that younger consumer has a more positive attitude towards advertising than older consumers. But today’s audience no longer has to endure an endless stream of mindless commercials. Seizing viewers’ attention and holding their interest is a great challenge than ever for today’s advertising creatives.

The advertisement of a product should follow the smile approach that is:

S - Simple M - Memorable I - Interesting with relevant information L - Linked to the brand E - Emotionally involved and liked.

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The advertisement should be in line with the past ad (if any). The ad should have a good advertising idea. Advertising should be according to the brief communication should be crystal clear Advertising should fit the brands personality An add is usually changed after 18 months TARP(Target Audience Rating Points)

1.2) AD Agencies

An advertising agency or Ad agency is a service business dedicated to creating, planning and handling advertising (and sometimes other forms of promotion) for its clients. An ad agency is independent from the client and provides an outside point of view to the effort of selling the client's products or services. An agency can also handle overall marketing and branding strategies and sales promotions for its clients.

An advertising agency or ad agency is a service business dedicated to creating, planning and handling the advertising (and sometimes other forms of marketing promotion) for its clients. An ad agency is independent from the client and provides an outside point of view to the effort of selling the client's products or services. An advertising agency is responsible for ensuring innovative communication strategies being implemented by the companies.

Every agency has departments to work for different projects for eg. Mudra has connext department to find out data or doing primary research. More oftenly advertising agencies have following departments:

Creative department:

This is the department which actually is into producing ads and selecting brand ambassador for a client which suits its client’s product. They work on the given brief by the servicing department and come up with various creative ideas which are further send to the client for approval.

This department have copywriter, creative director, art director.

Account Services:

Account department are the sales arm of the advertising agency. They are responsible for coordinating the creative, media, and production staff behind the campaign. Through out the process they keep in touch with the client.

Media Services:

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They work as a mediator in between creative department and client. they do planning on behalf of client and do competitive analysis as well to help client and also do pitching on behalf of company.

2) Mudra Communication:

2.1) An Introduction:

Mudra is a Sanskrit term which refers to a body position or a physical gesture believed to have magical power. Mr. AG Krishnamurthy founded Mudra in 1980 and envisages making it top 5 agencies & today Mudra communication is not only a highly rated agency but also one of India’s leading marketing communications networks both by clients and industry.

The ‘hand’ signifies symbolic expression… hands that work together to create, hands that deliver. It is a part of our heritage, the core of our ideology.The oval form signifies motion, dynamism andmovement towards the right direction, towards the future and its red colour signifies energy, passion, life, warmth.

Today Mudra communication is handling approximately 125 clients nationally through its four independent operating agencies-Mudra Mumbai, Mudra South (Bangalore, Chennai, and Kochi), Mudra Ahemdabad, Mudra North & East (Delhi & Kolkata).It’s at the fifth position in Delhi after JWT, Ogilvy, Lowe, and Rediffusion. In 1988 Mudra’s started its alliance with DDB Worldwide. Mudra has its own ATL (Above the line) & BTL (Below the line) departments. Mudra gives advice from time to time to their clients regarding their product/brand goodwill and also takes in to consideration the competitors of their clients.

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Hierarchy of my project:

Big Brands with which Mudra communication

President

Group Director (Saurabh Ghoshal)

Account Director (Renuka)

Executive (A, B, C)

Vice President

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Worked:

2.2) Different clients work done by Mudra

2.21) Mudra Advertising Paras pharmaceuticals Reliance communications Union Bank of India Life Insurance Corporation of India Godrej TTK Prestige limited Philips Himani Dabur

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1939 2 countries

1959 11 countries

196433 countries

1971 25 countries

1977 5 countries

198641 countries

1996 24 countries

1992 28 countries

2001 32 countries

2.22) Mudra Max (Integrated communication Planning & Implementation) Hindustan unilever limited Pepsi Motorola Bayer Plethico Pharmaceuticals Jet Airways Reliance ADAG Bank of Scotland MTV TVS Motors Times Group Delhi Metro Max New York Life Nike Amway Royal bank Of Scotland HDFC Bank Citi bank Spice Telecom ICI paints Jyothi Laboratories HBO Zydus cadila

2.23) Water (Brand handling& Design Consulting) Union Bank of India Godrej Tyson TERI Etisalat Reliance Metro Amrutanjan 2.24) Health & Lifestyle (Health & Lifestyle

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Advertising) J&J Medical Bayer Bristol- Myers Squibb Alembic UNICEF USV

3) Research Methodology

Every project work is based on certain methodology, which is a way to

systematically solve the problem or attain its objectives. It is a very important guideline

and lead to completion of any project work through observation, data collection and data

analysis.

According to Sekaran , “Research is an organized, systematic, data based, critical,

scientific inquiry or investigation into a specific problem, undertaken with the objective of

finding objectives to it. In essence, research provides information to be able to make

decisions to rectify problems”

According to Clifford Woody,

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“Research Methodology comprises of defining & redefining problems, collecting,

organizing &evaluating data, making deductions &researching to conclusions.”

The purpose of research is to discover answers to questions through the application of

scientific procedures. The main aim of research is to unravel the truth which is hidden and

which has not been discovered as yet. Research means search for knowledge. Increased

account of research makes progress possible. Research has its special significance in

solving the various operational & planning problems of business & marketing.

This chapter outlines the research methodology used to establish the structure for

evaluation in order to carry out primary research. Furthermore, it deals with the concepts

and techniques used to conduct primary research in order to understand advertising and day

to day functioning of client-Emami.

Objective of the research

Major objective for conducting the research are as follow:

To understand how an advertising agency works on To know the daily activities done for a client To understand how an advertising agency pitch a client To understand the planning activities done by an advertising agency

Objective of the study The first & foremost step in any research work is to identify the problems or objectives

on which the researcher has to work on. The objectives are:-

Major objective of the study

Understand Advertising and day to day functioning of advertising

Scope of the study

Each and every project study along with its certain objective also have scope for future,

And this scope in future gives to new researches a new need to research a new project with

a new scope.

Advertising is the process of setting the identity of a clients brand so as to position it in

the front of consumers/customers.

a) This study gives some suggestion to understand how advertising agency work.

b) It identifies the advertising needs present among the clients.

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4) Critical Review of Literature

4.1 Brand origin• People who don’t believe that brands are a company’s most precious asset changed during 1980’s when there was a wave of mergers, takeovers & Acquisitions of companies with brand by giants• This lead to a Copernican revolution in the understanding of the workings of brands

• Many of the financial institutions publish financial values of brands allocating billion of dollars to several brands

• Even these days when financial valuation has become more prudent due to recession ,the existence of strong brand still gives added value to companies

• The brand performs an economic function in the mind of consumers

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• Legally Brand simply means a symbol but in actuality brand is more than a logo and name

Brand management is the application of marketing techniques to a specific product, product line, or brand. It seeks to increase the product's perceived value to the customer and thereby increase brand franchise and brand equity. In case of large scale project like working on the activities of entire brand, the importance of project management increases many folds, as the value of the brand is determined by the amount of profit it generates for the manufacturer. The job of a manager is one of the most challenging job who often carry line-management accountability for a brand's P&L (Profit and Loss) profitability, in contrast to marketing staff manager roles, which are allocated budgets from above, to manage and execute.

Legally a brand is simply a symbol which distinguishes a company’s product and certifies its origin and thus only obtains its value through registration and conformity. But in Reality Brand is a source of value for the consumer and to the company. A brand conveys all six level of meaning that is Attributes, Benefits, Values, Culture, Personality, and User of brand.

Characteristics of Brand

Brand Awareness 39%

Brand Positioning 24%

Signs 22%

Brand Authority 15%

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Characteristics of strong brandBrand

authority

15% Brand Awreness

39%

Brand

positioning

24%

Signs22%

Source: Brand Equity book

Brand extension is a part of brand strategy, According to Father of Marketing Philip Kotler “ Brand extension means extension of existing brand name to new product categories”

Brand extension can be done in two ways-Line extension and category extension.

Brand Positioning

Positioning means to make a place in consumer mind or to make them perceive the product or services in the same way in which company want.Positioning helps in differentiating the product or services offered by a company from the product or services of its competitors.Positioning helps a brand to stand against the competition prevailing in the market and also to earn profit by retaining its loyal customers, because its six time more costly to make one new customer rather then retaining one older customer.Positioning has to be such which helps consumers to make clear comparison between company’s products from its competitors and also such that one can easily identify its target market.

Brand image

Brand image is the perception what the consumers have in their mind about a brand or products. Every body has some different image of the same product.So we can say that images can be many but dominated by one or two because of its positioning. Brand image can be on the basis of its USP, power, and complexity, possessions associated with it and which also helps in evoking consumers to purchase a product because in today consumers purchase a product not only according to their need but also on the basis of the image of a product which they have in their mind.

Brand identity

Brand identity is the way in which owner of a brand wants to establish itself in a market or the way in which he wants his brand to be identified. To make an identity owner of a brand has to promote his brand in every possible way which helps him to position it in the same manner in which he wants it to be.

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5) Client’s profile-Emami

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The beginning of Emami Group took place way back in mid seventies when two childhood friends, Mr. R.S. Agarwal and Mr. R.S. Goenka left their high profile jobs with the Birla Group to set up Kemco Chemicals, an Ayurvedic medicine and cosmetic manufacturing unit in Kolkata in 1974.In 1978, Himani ltd had become a sick unit and was up for sale. Mr. Agarwal realized the opportunity and acquired Himani. Emami launched their first flagship brand Boroplus Antiseptic Cream under the Himani umbrella in 1984. The next flagship brand of the company Navratna Cool Oil came in the nineties under the Himani Umbrella.With in three decades, the company has grown into a huge Rs. 700 crore Emami Ltd under the flagship company of the Rs.2000 crore Emami Group.

Today, Emami Limited is lead by Mr. R S Agarwal and Mr. R S Goenka with the help of the second generation Promoter Directors from the two families. Emami Limited is one of the major health and personal care FMCG companies in India with its brand presence globally. Leveraged by celebrity endorsements, Emami believes in building categories by meeting unfulfilled consumer needs.The popular brands like Boroplus, Navratna, Fast Relief and Fair and Handsome are an outcome of deeper understanding of Indian consumers.Mudra Communications has entered the Emami fort. The agency has bagged its first business from the Emami stable – Himani Navratna Oil and Talc.

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5.1) Navratna Product Portfolio

Oil Users

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Emami

Himani

Navratna

Talc Oil

Navratna oil

Navratna lite

Navratna extra thanda

Cool Talc

5 in 1 ShampooBrief

Hair oil usage differs from person to person. Few people don’t apply oil at all and very few people apply it daily but most of them use it at least twice a week. Coconut and mustard oil are the most popular hair oil in this sec. Main motive for application of oil is for nourishment.

Stressed?Navratna Oil can rejuvenate.

‘Sirdard, tension, anidra aur thakan jao bhool –Raho Thanda Thanda Cool cool’

Navratna oilA Potent therapeutic oil, prepared from combination of 9 Ayurvedic herbs provides stress relief, relaxation and a sense of rejuvenation. Its real strength lies in its sharply defined stress buster positioning, articulated by its unfailing promise “Sirdard, tension, anidra aur thakan jao bhool-Raho thanda thanda cool cool”.Navratna oil is an undisputable leader in its category providing multi purpose consumer benefits.Major players- Himgange, Marico maha thanda, Dabur super thanda, Banphool and Rahat Rooh.Product Extension-The oil portfolio was augmented recently through the introduction of two strategic variants- Navratna Extra thanda and Navratna lite-around same fundamental value proposition.Advertising: Navratna was one of the leading above-the-line promoters in the category – across media and markets. Apart from ATL, the brand also invested heavily in below-the-line activities to enhance awareness.Activation programmes widened the unique Navratna experience through product trials. These were conducted through rural vans, participation in rural festivals, congregations, wet sampling initiatives at railway stations, BPOs, religious places, factories, bus terminals, ghats etc to demonstrate efficacy. The brand continued to be promoted through extensive wall Paintings, dealer boards, hoardings and shop presence. Emami was the only brand in the Indian brand-space, endorsed by Amitabh Bachchan and Shah Rukh Khan – the two Bollywood moguls. As Emami catered to regional requirements as well, various regional celebrities were enlisted as brand ambassadors – Chiranjeevi for AP, Surya for TN and Upendra for Karnataka. The brand also enjoyed an association with Sourav Ganguly and Govinda.

Around 80% of people are aware of Navratna oil but they think that it is meant only for cooling and relaxation. They can very well connect Navratna oil with Thanda Thanda Cool Cool campaign.

Around 50% of the people used it but didn’t like it much.

Communication Platform

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Relevance (role in life) for a prospect Own relevant & multiple “stress occasions” Own relevant & multiple “usage occasions” Own space of “the stress buster”

Promise set for consumers Relief from stress and it’s syndrome and effects rejuvenation? Relief from sirdard (headache) Relief from anidra (insomnia/ sleeplessness) Relief from thakan (fatigue/ tiredness) Relief from tanav (tension) Hair care cues; hair care reassurance Solution to hair related problems

CelebritiesAmitabh bachchanShah rukh khanMahesh babu (AP)Surya (TN)

Reason to Believe Ayurveda Legacy Top draw endorsers Power of 9 Research (ex Loreal/ Garnier)

There target audience:

• SEC: A2 , B1 and other sec.(higher) • Age: 23 – 55 years

• Gender: both, predominantly males

Occupation: professionals across industries

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Launched in 1991, Himani Navratna oil is an Ayurvedic formulation. From the beginning it has been positioned as cool oil meant to relieve stress. The brand in the past has made use of multiple brand ambassadors to target different category of people. For instance, it has used Amitabh Bachchan to reach out to a global audience, while Sourav Ganguly was used to target the youth and cricket lovers. Besides, Govinda has been used to reach out to the masses. Even regional TG has been wooed by using Chiranjeevi to reach out to consumers of South. Also, Shahrukh Khan is known to have endorsed the brand.

Competitive Analysis:

Navratna Hair Oil, the mother brand, is Rs 200 crore plus brand today. Emami's Navratna Oil is the leader, has attracted a slew of competitors, which already have a presence in hair oils such as Dabur and Marico.

It commands a holding of 50% of Market Share of the cool oil market; amazingly, it has a virtual monopoly in the southern states with a market share of 98%, in the Ayurvedic cool oil market Navratna has a 55 per cent share.

It is the third largest brand by value, after Parachute and Dabur Amla. Navratna oil has Introduced two new hair oils as an extension of the Navratna brand

— Navratna Oil Lite, non-sticky hair oil with mild fragrance, and Navratna Extra Thanda Oil, a stronger variant.

Navratna Lite

Navratna Lite, the non-sticky, light, transparent green colored oil, with mild fragrance, is refreshing, has a soothing cool feel.Navratna Oil Lite is being tested in two markets, Andhra Pradesh where it was introduced in mid March and West Bengal where it was introduced in mid April. Navratna Lite is available in 3 ml, 50 ml and 100 ml SKUs at a price of Rs 1, Rs 25 and Rs 45 respectively. Navratna Lite – this is mild and light cool medicated oil, supplemented with a soothing aroma.9 specially chosen Ayurvedic ingredients provide relief from daily stress while two key ingredients Mahabhringraj and Green Almonds provides nourishment to the hair.

Their Target group is:• Primary : 15-44, female • Sec B, C, D ,Other sec’s (higher)• Urban/rural

Navratna Extra Thanda oil

Stronger variant of Navratna Oil with extra cooling effect is for those consumers who prefer to have a more strong experience. It is dark green in color with coolness unmatched in its category. Nationally it is available in 50 ml and 100ml SKUs at a

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price of Rs 25 and Rs 45 respectively, in UP and Bihar, the product is available in special SKUs of 3 ml, 200 ml and 500 ml at Rs 1, Rs 80 and Rs 175 along with the 50ml and 100ml SKU's

Target group is: Primary :15-44, male as well as female but predominately male sec B, C, D, Other sec’s (higher)

Exhausted in summers? Navratna Cool talc can refresh. Navratna Talc

Brand endorser of Navratna cool talc is ShahRukh Khan. It is positioned as ‘Duniya Ka Sabse Chotta AC’. Navratna Cool Talc is now available in two different variant. Emami launched “Navratna Cool Talc” in 2006. The brand extension exercise was being undertaken for talcum segment of Navratna with the launch of a new talcum powder called Navratna Cool Talc: 24-hr Fresh. Navratna Cool Talc is available in 2 pack sizes 300 Gms and a 100 Gms priced at Rs75 and Rs30 respectively, new SKUs of 20 gm and 300 gm for Navratna Cool Talc Active Deo were also being launched. The unique blend of mint and camphor with the goodness of essential herbs renders the desired cooling effect. It is a solution for problems like Heat, sweat & body odour which is the most common but yet unsolved problems that bring discomfort & frustrate our lives – almost across the year. Navratna Cool Talc-the cooling property keeps fresh all through the day. Navratna Cool Talc, a first-of-its-kind, with the promise of coolness in general talcum category.

6) Brand positioning stages followed byMudra Communication

To position a brand by Mudra communication includes number of stages but this process has some major stages:

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Client Brief,

Planning,

Brief,

Execution,

Monitoring and controlling,

Closing.

6.1. Client Brief:

This is where all work starts from. It is the idea of client to position or to launch some product. It is the statement of problem/opportunity. It emphasizes on clarity and a succinct summation of the brand's current position, its marketing strategy and where it wants to get to. It should always be written by the client.

6.2. Planning:

Client Brief

Planning

Brief

Execution

Monitoring & Controlling

Closing

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The initiation stage determines the nature and scope of development. If this stage is not performed well, it is unlikely that the project will be successful in meeting the business’s needs. The key needed here is an understanding of target market and their changing requirements. The resulting recommendation is then shared with client on whose approval it is further followed by next stage.

6.3. Brief:

Brief is the complete description of an idea proposed. It includes minute description of a product positioning. It gives the answer of all the question related to the objective of communication and to whom and why we need to communicate.

6.4. Execution:

After making a complete brief, it has been send to creative’s who work on it further. Whatever they work is simultaneously checked that whether it’s according to the brief or not. This stage is the beginning of creative solution. They emphasize on crystallizing the strategic ideas. It is usually written by the agency.

6.5. Monitoring and Controlling:

After all work done, it has been further checked and work upon again if there is any modification required. This stage is also followed simultaneously with other stages to make necessary changes at that time itself.

6.6. Closing:

When whole of the work is completed, it has been send to client for approval and if it gets approval then work on its positioning gets started.

7) Market study:

7.1 Talc Market

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Market Segmentation of talc market

Each segment differs from others in usage, motivations to use, and consumers address. Fragrance talc is the oldest and the largest segment of overall market. Prickly heat talc is used as a remedy in summers to have instant cooling relief from itching caused by sweating.

Fragrance talc is of two types:

Beauty talc is especially for beauty, skin and complexion related benefits and addressing specially to women. But in deo talc category some brands are specifically for men too. As a Product concept talcum powder gets full justice in South India. Maximum market share is 43 %.

Emami Talcum Powder Brief:

Talc Market Overview:

The Total Talc market in India is worth over Rs. 900 Cr. & growing at 6%(approx)

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Talcum powder marketTalcum powder market

Fragrance talcsFragrance talcs

Prickly heat powderPrickly heat powder

Baby powderBaby powder

Beauty talcsBeauty talcs

Deo talc’sDeo talc’s

Fragrance talcs

Fragrance talcs

Beauty talc’sBeauty talc’s Deo talcs

(Sometimes called body talc’s)

Deo talcs (Sometimes called body

talc’s)

Pond’s (HUL) is the market leader in this category. It has been around for several years and with its Dream Flower and Magic brand has almost 50% Market Share. Pond’s variants are Dream Flower, Magic & Sandal.

SPINZ (Cavin Kare) has gained around 6% of the market in the recent years .

Other leading brands are Johnson’s Baby Talc and Gokul Sandal Talc.

Region wise dispersion (MID 08 data)o South 43%

o West 29%

o North 14.5%

o East 13.5%

Consumer Usage Pattern (IRS)

Purchase Frequency Usage once in 3 months & a sharp seasonality during summers Top states in terms of user ship of Talc

Sl No STATES % of total1 Maharashtra 15.59%2 Andhra Pradesh 12.99%3 Tamil Nadu 12.31%4 Karnataka 9.64%5 Uttar Pradesh 6.66%6 Madhya Pradesh 6.04%7 Kerala 5.91%8 Orissa 5.83%9 Bihar 4.36%

Sales mix & MRP

Largest selling SKU & their mix o20 gm Talc 45% (MRP Rs5 to 6/-)

o100 gm Talc 24% (MRP Rs33 to 38/-)

Pricing Structure of competition:

Products Size MRP

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Pond's Dream flower20g. 6.00100g. 34.00

Pond's Magic20g. 6.00100g. 34.00

Spinz 20g. 5.00100g. 33.00

Emami Talc (Proposed)20g. 6.00100g. 34.00

Competitor’s positioning:

Dream Flower, the predominant brand, is positioned as a product containing floral extracts for ‘complete beauty care’ that ‘brings alive your bright beautiful self’ with a confident appeal. The pack is modern in shape with a ‘shutter-type’ cap.

Ad execution style – Confident / Self-Esteem

Magic, the No. 2 brand, is positioned as a product with time-release fragrance that ‘stays with you all day’. The pack shape and dispensing mechanism is the same as that of Dream Flower. Magic is priced at a premium over Dream flower.

Ad execution style – Fragrance / Freshness

Spinz (Cavin Kare) comes next and is positioned with its long lasting fragrance which keeps one fresh throughout so that one can enjoy life non-stop.

Ad execution style – Companionship (Teenaged girls)

Cinthol is a male brand with deodorant property and Hrithik Roshan being the brand ambassador. It speaks of freshness and 24 hours confidence.

Ad execution style – Explorer / Warrior (Male dominated)

GOKUL is a Sandal Talc with a very Traditional imager

7.2) Idea generation:

After this brief and discussions 7 ideas were generated as given below:

(F1)Emami Morning Fresh Talc

A floral talc with long lasting fragrance for long lasting ‘morning freshness’.Soak in the fragrance of a bouquet of dew-drenched, garden flowers and feel as fresh as in the morning all day long.

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(F2)Emami Fresh Deo Talc

(F2A)Freshness deo talc with the long lasting fragrance of pure sandalwood. Experience long lasting freshness with the mellow fragrance of pure sandalwood – a natural and effective antidote for body odor. So, stay fresh and confident always!

(F2B)A freshness deo talc with the long lasting fragrance of white camphor and anti-BO properties of tea tree oil. As tea tree oil effectively fights the BO causing source, white camphor provides a fragrance that keeps you fresh for a long long time.So, stay naturally fresh and confident always!

(W1)Emami Pearly Fair Talc

A fairness talc with Queen Cleopatra’s beauty secrets that makes your complexion visibly lighter.Pure pearl extract was the key ingredient used by icons of beauty like queen Cleopatra. Bringing this historical fact to life today, Emami Pearly Fair Talc has pearl dust that makes the top layer of the skin lighter in colour, while sunscreens prevent darkening due to exposure to sun. Now, use Cleopatra’s beauty formula to become fairer with this talc.

(W2)Emami Glow Talc

Premium beauty talc that makes the skin glow with fairness.The ancient Indian queens used a secret ingredient – diamond dust – to maintain their beauty and fairness. Now, Emami brings you this secret in its Glow Talc – to help your skin glow with fairness.An ancient beauty secret, now within your reach.

(W3)Emami Radiance Talc A skin brightening talc with real extracts of Green Apple & Almonds. These real extracts work on the top skin layer to make it firm, bright and healthy – making you looks fairer overall. Now, use the Radiance Talc to bring out your true inner beauty.

(W4)Emami Toning Talc Skin toning talc with Saffron extract that evens out all skin discoloration. Saffron extract cleans the top layer of skin of excess melanin, thus evening out the skin tone and making it evenly fair. Look your fairest best with Emami Toning Talc

(L1)Emami Royal Talc A regal talc with the purest heartwood extract of the Royal Indian Sandal Tree. Natural extracts of the Royal Indian Sandal Tree imparts a natural glow to the skin and makes it look porcelain-smooth and soft. The sophisticated fragrance adds to this royal touch, making you look regal.

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7.3) Idea Screening:

Emami Talc Emami talc plans to enter the talc market and that’s the reason because of which it search about the talc market and thought of entering in to some of the already exist variant or to make completely a new kind of talc and create a market for itself. These are the concepts in which Emami thought to enter:

Emami Talc Fresh and Fragrant

Start your day with Emami’s ‘Fresh and Fragrant’ talc, soaked in the fragrance of a bouquet of dew-drenched, garden-fresh flowers to invigorate your body, senses and your mind. With its 24-hour Herbo-Active formula, your day will start fresh and end happy.

Emami talc Scents and Aroma

A talc that evokes your senses and rejuvenates you

Emami Talc presents scents and aromas, a perfumed talc that makes you feel good about yourself. It’s stimulating fragrance and 24-hour Herbo-Active formula elevates your mood and ensures you live every moment of life. Smells good?

Emami Talc Fairness with Pearl Dust

A talc that gives you a chance to become fair naturally

For the first time in India Emami is bringing you the beauty secrets of the Queen of hearts Cleopatra. Introducing Emami Fairness with Pearl Dust talc, it’s pure pearl

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extract makes your complexion visibly lighter while sunscreens prevent darkening caused by the exposure to sun. So the next time you walk out in the heat, even the sun bows down to your beauty.

Emami Talc Fairness with Diamond Dust

Unlocking ancient beauty secrets

Beauty secrets of the queens of ancient India have been rediscovered. Presenting Emami Fairness with Diamond Dust talc, premium fairness talc blended with real diamond dust; it helps in brightening your skin tone and makes it shine like a diamond, leaving your face radiant with beauty.

Emami Talc Fairness with Even Skin Tone

Give your skin the purity of saffron. Remove blemishes through regular use

Presenting Emami Fairness with Even Skin Tone Talc, a natural fairness talc with pure saffron extract that evens out all skin discolouration and improves your complexion. Its 24-hour Herbo-Active Formula cleans the top layer of the skin removing excess melanin and dark circles, giving your skin a natural glow.

Our Brand Emami (_______) Talc with (Herbs/Pearl Extract/……/….)

Shortlisted Concepts (Concept cards provided as a separate attachment)

Fresh n’ Fragrant (with PEARL extract/dust) Skin Complexion Talc Royal Heart wood Sandal Talc

Brand’s Strategic Objectives:

To establish ourselves in Beauty Talc category, with a unique proposition that will successfully affect Brand switch from Pond’s Dream flower, Magic and SPINZ.

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Positioning that will address consumer need-gap/s. With improved sensory properties – new fragrance, better application properties and a strong RTB (Reason to Buy) for consumers.

Brand Positioning Statement:

Exotic perfumed & Herbal talc that indulges one throughout the day in “FRESHNESS” & also imparts fairness (Pearl Extract/Dust) Emami Talc offers exuberance & exhilaration to its users like none other talc does.

Target Audiences:

Women Sec A,B,C with age 18-35 Women who want to feel fresh & fair all day long

Consumer Insight regarding Emami Talc:

It would be used daily and one will feel exuberance in applying the product. At the consumers sub conscious level the product should deliver more (in terms of product & packaging) than its peers in Pond’s & Spinz.

Product PROPOSITION

An exquisite cosmetic Talc with unique fragrance & fairness properties An appeal of freshness with a subtle tone of nature/herbs A talc that keeps you going day long with its peerless fragrance /24 hr action We propose 2 perfume variants for the product

PACK SHAPE

Some of the proposed packs we are working on is provided herewith

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And out of the above concepts Emami has introduced three concepts:

Concept No.

Label Proposition Key ingredient + Others

1 Fresh & Fragrant Freshness Day Talc Pearl Extract+ Herbo active formula for 24 hr. Deo Action

2 Skin Complexion Talc Fairness Green Apple Apricot, Tea tree oil, Chamomile and Almond milk

3 Royal Heartwood Sandal Talc

Traditional Indian Sandal

Royal Indian Sandalwood

Concept 1:

The key ingredient is pearl extract

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– In skincare, pearl extract is known to eliminate skin blemishes and retard ageing of skin

– This takes the product into the realm of anti-ageing – a claim that will need believability checks

However, in Indian astrology, pearl is perceived to have calming properties and keep peoples’ minds steady and focused. This can be used along with the basic freshening benefit of talcum powder to offer benefits like ‘a sense of overall well-being’ and ‘a sense of exhilaration’

Concept 2:

The key ingredients are herbal in natureI. The ingredient combinations are – Green Apple & Apricot / Tea Tree Oil /

Chamomile & Almond milk II. All the above ingredients are proven to offer skincare benefits as follows:

firming up of skin and skin glow neutralizing skin irritations & skin purification

All the above properties point singularly to one benefit area – keeping skin looking young and radiant

Concept 3:

The key ingredient is sandalwood

Sandalwood has deep cultural and historical significance in India, particularly the Southi. It is associated with divinity & royalty

ii. It’s fragrance is legendary and has qualities of timelessness, premium-ness and class

iii. It’s skincare benefits are manifold – removing blemishes, improving complexion and freshening

The fragrance and skincare benefits can be combined to offer premium talc.So the whole things can be sum up or conclusion would be like this:

Concept No.

Label Proposition Key Benefit

1 Fresh n Fragrant Freshness all day Freshness that also

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calms the mind for an overall sense of well-being

2 Skin Brightening Talc Skin radiance Keeps skin looking younger and brighter

3 Royal Heartwood Sandal Talc

Best natural solution for BO

Fights BO better and longer

Target audience of this talc is women with sec. A,B,C and within age group of 18-35. After these two ideas which are completely new in the market were tested, these ideas are:

EMAMI TALCWith Diamond Dust

It can be positioned as a top-end beauty talc that borrows from the long-forgotten beauty secrets of Indian queens

Brightens up the skin and makes it glowRegular application lightens skin tone

Key ingredient – diamond dust

EMAMI TALCWith Even Skin Tone

The traditional associations of complexion improvement and natural skin glow with saffron can help us promise a fairer, even-toned complexion

Regular application evens out all blemishes & discolouration of skinSkin acquires a natural golden glow and becomes fairer

Key ingredient – Saffron- traditionally renowned to address dark spots on skin and improve skin complexion- gives skin a richer glow and makes it soft24-hour Herbo Active Formula – for long lasting effect

7.4) Marketing Research to test concepts

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Mudra communication also does marketing research to test the concepts suggested by clients. These concepts can be new in the market or can be for testing the market of existing product.One of such FGD had done by Mudra communication on behalf of Emami to understand talc usage among users and to test the concept of fairness among talc users.Target group of this FGD are:Group A- Regular Talc Users: Sample size-6 females aged 20-35, SEC B, 4 of them married one student and rest all workingGroup B- Regular talc users as well as fairness cream users:Sample size- 6 females, aged 20-35, SEC B, 2 of them married, 3 of them working, rest 3 studying

Ponds 8Nivea 2Cinthol 1Fa 1

Talc SKU purchasedWomen prefer 400 gm pack for the household. Working women also carry a 20g/ 50g pack in their purse. Young girls go for experimentation and tend to prefer 100g.

50 Gm 1

100 Gm 1

400 Gm 7

200 Gm 3

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talc

Ponds

Nivea

Fa

Cinthol

Sizes consumedsizes 50gm

100gm

400gm

200gm

In most of the households 400gm pack is demanded and girl who is a student demands for 100gm or either 200gm pack.Women who belong to lower middle class demand 50gm packs.

Issues addressed:• Personal care• Usage of talc and its frequency• Brand loyalties• Perception about brands• (How reactive are they to talc ads etc)

Key Findings

Talc usage by TG:7 people used it on body only, 5 used it on face as well.2-3 times during summers (after bath and in the evening) once during winters (usually only after bath in the morning) is the frequency of using talc through out the year.

Benefits of talc (on the basis of what consumer perceive)

• Resists sweat• Fragrance• Used as a base/ foundation• Keeps a glow on skin• Fights ‘oily look’ when used on face• No itching, which sometime happens in case of Deo.

Lasts for:

Fragrance remains for 1-2 hours. TG feels that the talc tends to stay on skin for 3-4 hours

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Expected from a talc Fragrance Smooth in texture- It Should be composed of finest particles. TG noted that a

few talc's like dermi cool, Nycil and even some beauty talc's (couldn’t name) seem to have granules in them that they don’t like. In this respect J&J ranks highest- the finest talc- 3 of them pointed out, rest of the group agreed.

It should not form an evident whitish separate layer on skin. It should spread well and get absorbed in the skin.

Factors that affected the group while purchasing talc:• Fragrance• Brand/ company name/ goodwill-Purchase brand which is old and trustworthy.• Schemes-The scheme could attract them to buy another pack in advance even when there was one not exhausted at home, but rarely, a scheme managed to attract them enough to try a new brand• Attractive packaging

Introduction of concepts:In this FGD Mudra communication has also introduced two new concepts of Emami, these are as follows:

CONCEPT 1Fairness from talcPermanent fairness to the skinAs againstJust an immediate glow on face

EXPOSED TO6 women who use talc on a regular basis

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ReactionsTheir instant reaction is that they started discussion about brand Emami regarding what product Emami already has in the market. Then after looking at the concept card, some suggested that it stays on face for long or probably works like a foundation and it has haldi as one of its ingredient which is generally used as a home remedy to become fairer. In second read their reactions were like it will work because it has basic ingredients. It can’t be so cheap because it has diamond, but at the same time its dust. “Diamond sunkar over lag raha hai”. Is that for body also? Diamond facial and Gold facials are there in the market. Cream can make you look fairer because its absorb by skin but talc can make you look fairer for short time not work as substitute for fairness cream, its not absorbed by skin.

Diamond Connotation: Diamond is for glow ness, fairness, freshness

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TG view about Emami brand:Emami is known for making natural products and these days preference of people shifting from using scientific product to Ayurvedic products. Emami products packaging is not so attractive to drag youngster’s attention.

CONCEPT 2Fairness from talcTalc as an additionTo your fairness regimeEXPOSED TO6 women who use talcAs well as some fairness cream on a regular basis

ReactionsTheir instant reactions were that they have heard about ‘kesar’ in creams but not in talc. Diamond sound costly. In the Second read they said that its ingredients caught their attention. We use kesar and haldi in home made remedies and get diamond facials done on our face for shine and glow- so it has all these ingredients for application on face. Especially for face/we can use it face also. Now we don’t entail to apply fairness cream.

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Diamond and its connotationIt gives ‘shine and premium/royal look’ though that stays just for a week after the facial. With this talc and its daily usage it should last longer and do well.

Heard about diamond in other skin products? Shehnaaz Hussain cream- wrinkle lifting/ anti ageing Nature Essence uses diamond in one of its creams Diamond facials give shine to face

Willingness to pay a premium price

They will prefer a small SKU, may be 100gm-for Rs 60-70 to try and Rs. 150-180 for a 400gm pack as they are already paying Rs 99 for 400gm packs of other talc.

Positives and Negatives

According to the participants presence of another ingredient is expected for the fragrance part- like Jasmine, Lavender etc but sandal will not do because now it seems outdated and does not last for long.Expect a different color for talc- on account of the ingredients- just like santoor is slightly orangish- can be pinkish or creamish - will also avoid the patches being visibleBrand name: “Emami”? - The TG associated emami with natural products/ products with natural ingredients.

Conclusion: Expected- an ingredient for fragrance and a not so pure white color Willingness- to pay a premium price Relate ability with all ingredients- diamond dust, saffron and turmeric.This is the first step that is to introduce the concept and find out weather it will work or not.

Talc

After this FGD, client gave brief on the basis of which further work had been started. Studied the market of talc, talc available, the competitors and their strategies of targeting their chosen target market.

In all the steps of launching or promoting a product Mudra communication helps and also gives advice from time to time to the client or in other terms provide services to the clients.

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Client decide the market in which they want to launch their product and also explain their competitors with whom to compete on the basis of which pricing, promotion and packaging suggestions are given which have to be further approved by client.Emami is one of the leading FMCG co. in India and now it’s planning to enter beauty talc market also with beauty talc. It already has boro plus and Navratna talc in its basket. It wants to enter in two key category areas that is freshness and fairness.Mudra also did packaging part on behalf of client which has to be approved client afterwards. To do packaging its very important to know insight of the product and how can support the promise. Few packaging design which needs approval had been showed in the meeting and each packaging design has some logic behind like:

SMP Promise Support

Fairness A fairness talc - that not just gives an instant whitening, but visibly lightens the skin tone within 6 weeks of regular application.

EMAMI DIAMOND FAIR TALCFragrant and Fair

Long lasting Fairness from Diamond

Brightens up the skin and makes it glowRegular application lightens the skin complexion and evens out all blemishes & discoloration of skinSkin acquires a natural golden glow and becomes fairer

Key ingredient – diamond dustOther ingredients – saffron, turmeric and fairness peptides.

(The skin doesn’t look diamond fair, but the talc has diamond as an ingredient that has properties and benefits that lend the user a fair, bright and even skin tone)

Freshness A natural talc - that guarantees freshness and deo properties throughout the day with the goodness of selected exotic herbs.

EMAMI TALCFresh and fragrant

Nature Freshness from herbal extracts

The floral fragrance gives a refreshing feeling that continues on and on

A subtle, yet all-pervading perfume that pleases

Day long protection from extreme tropical heat / perspiration that keeps you feeling fresh

Fragrance of an assortment of garden-fresh flowers and herbs from the nature’s basket24 hour Herbo-Active Formula – for long lasting fragrance (deo properties) and freshness

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7.5) Packaging

Fresh and Fragrant

These packaging designs highlight the options which can be used for fresh and fragrant talc. The themes explored are that of smell spa. The comforts of spa are not available to everyone but desired by all. This idea puts forth the proposition that the talc provides the freshness similar to what one would receive on visiting a spa.The green color on the packaging has been chosen to emphasize the natural ingredients of the talc which are skin friendly. It is special fresh feeling and fresh fragrance that the talc provides which is highlighted by packaging design.

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Fair and Fragrant

The packaging design beautifully portrays a clear diamond and the lady reveling in its glow as though drawing her beauty from it. The design clearly illustrates the talc

The white color chosen for pack design is to highlight the fairness provided by the usage of this talc. The lady on the pack design has been portrayed in a manner to reflect that she has diamond like fairness and beauty (the outfit portrayal of lady).The single diamond ornament on her forehead further adds character to the concept.

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7.6) Recommendations:

Sandal variant should not to be introduced in North market. Advertising should focus on its quality or usage as comparison to deodorant. Talc should focus on particular target market like spinz focus on college going girls. Cross branding can be done by the competitors so company should work on strategies to deal with it.

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8. Market Study

The Shampoo Market in India

8.1) With case study of sun silk

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Evolution of the Category

1992 Sunsilk re-launched with new formula of Shampoo + condition for different hair types1993 Sunsilk Salon Treatment launched for expert hair treatment1994 Sunsilk 2 in 1 re-launched as Sunsilk with Nutracare conditioner 1998

Realizing that fear of damage to hair by synthetic shampoos was a major barrier to shampoo usage, Sunsilk launched shampoos with natural ingredients

Sunsilk Black Shampoo with Melanin from plant extracts Sunsilk Pink Shampoo with essential oils from flower extracts Sunsilk Fruitamins vitamins from fruit extracts

2003 Sunsilk Naturals with highly customized variants: Sunsilk Curl Control with milk proteins Sunsilk Moisturizing Anti-Dandruff with lemon and curd extracts Sunsilk Silky strength with henna and lotus extract Sunsilk Long Black Shine with amla and sunflower extracts

2006 Sunsilk re-launched with the following variants: Sunsilk thick & strong Sunsilk soft care anti-dandruff Sunsilk black shine Sunsilk fresh ‘n’ cool Sunsilk velvety soft

1964 Sunsilk was launched on the general shampoo platform.

1987 Sunsilk 2 in 1 was launched, which had an

inbuilt conditioner, the first of its kind in India. 1991 Sunsilk Purple to protect hair from damage was launched.

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Sunsilk has been positioned as the “Hair Expert” - a stance fortified by long-term associations with Indian Style Gurus Jawed Habib and Coleen Khan.

Customization has thus, been the core strategy for Sunsilk.

8.2) Market segmentation of shampoo:

The word shampoo is derived from word champi; the britishers love it so much that they have start calling it as shampoo. Shampoo is marketed in two different forms that are sachet and bottles.Shampoo is used for removal of dirt, oil, skin particles, dandruff, environmental pollutants and other contaminant particles that gradually build up in hair. It leaves your hair soft and controlled. Help protect hair against damage. Help to control frizz all day long. Help maintain a thick look from root to tip. Help relieve scalp's dryness. Shampoo is available in a sachet, which is affordable and makes up to 70% of the total shampoo sale. The shampoo market in India was estimated at Rs930 cr.20% revenues

Shampoo

Cosmetic Shampoo Anti Dandruff Herbal

Shine Health Strength

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84.20%

8.50%4.90% 1.70% 0.70%

Standard Anti-dandruff 2-in-1 Baby Other

Market Segmentation (value)

comes from the sale of anti dandruff shampoo. Per capita consumption is 13 ml. All India penetration level is 14% (Urban-40%, Rural-10%).

(Source-AC Nielson 07-08)

Total Shampoo category growth

Consumer Behavior:

About 50% of consumers use ordinary toilet soaps to wash their hair. Some consumers use toilet soaps as well as shampoo for cleaning their hair. Some consumers use natural conditioning agents such as henna. The frequency of shampoo usage is very low. Most consumers use shampoo only once or twice in a week. In many cases, these products are used on special occasions such as weddings, parties etc. Some customers use shampoo only to address a specific problem such as dandruff or when they need to condition their hair. Shampoo is considered more as a lifestyle product in India.

Key Players

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1725.1126 1917.08582213.5802

0

500

1000

1500

2000

2500

valu

e (R

s Crs

.)

apr-mar 06 apr-mar 07 apr-mar 08

All India(urban + rural)

Key Players

HLL ITC GodrejCavin Care

Dabur P&G

SunsilkClinic All

ClearFiama Vivel

Godrej Number1

Chik Vatika PanteneHead &

Shoulders Rejoice

Market Trend: Much experimentation by consumers happens, especially the youth. Dual benefit products have become standard. Customization according to need/hair types is the new rule. Cosmetic benefits tend to outweigh functional utility. Most brands operate on the premise of having origins in some natural ingredient. Trends are shifting towards healthy hair rather than just beautiful looking hair. Healthy hair is beautiful hair. Even in the anti-dandruff shampoos, cosmetic benefits are welcome. Sachets are critical to induce trials before consumers upgrade to bottles.

Competitive Analysis:There are certain brands which already enjoying there presence and market share are Unilever, P&G, CavincareSummary of Unilever brands: Unilever has Sunsilk, clinic all plus and clinic all clear in the market. Sunsilk is targeting women and deals with specific hair benefits. It do separate advertising for variants and also did brand advertising. Sunsilk not always show celebrity I n its ads.Clinic plus targets family and provide generic shampoo benefits. It do brand advertising and not use celebrities in advertising. Clinic all clear on the other hand always show celebrities in its ad. It targets Unisex and provide dandruff plus benefits. It does variant advertising.

Sunsilk is a modern woman’s shampoo for specific hair problem. Clinic Plus is general day to day shampoo for a family. Clinic All Clear is a specialist Anti dandruff shampoo.

For a launch When a new range of shampoos is launched, communication is either:

A. Focused on individual variants: The range is explored through individual variants. This is

critical when each of the variants is distinctly different from the other.

Eg: Sunsilk, Clinic All Clearor

B. Focused on building the brand:Where the brand’s promise is made salient and the consumer

discovers the range on the shelf. Eg: Rejoice, Garnier Fructis

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Use of mediums

TV: Single largest salience building tool

Press: Usually a tactical/promo led medium. Mostly women’s magazines are used. Used very extensively by premium brands like Dove

POS: Probably the second most important medium after TV

Outdoor: To support TV usually

Internet: Lately it has emerged as one of the more important mediums mainly for brands catering to youngsters (Garnier, Sunsilk) or for creating communities (Sunsilk Gang of Girls)

8.3) Emami 5 in 1 shampooEmami 5 in 1 shampoo has been created by hair experts from India, Australia and America. It is India’s first shampoo that gives you strength, shine, thickness, silkiness and bounce, all 5 together. The active fruit fusion and herbal essences in Emami 5 in 1 shampoo offers complete hair care solution to your family.

Promises for the shampoo Controls hair fall Strengthens hair Gives softness and shine Reduces split ends Thickens hair

Ingredient Mix Black grapes Apple Almond Oil Amla

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Packaging is done on the basis of brief and study about the target market Emami 5 in 1 shampoo - No Dandruff Packaging

What is the objective of the communication?

To announce the launch of an anti dandruff shampoo from the Emami range of shampoos- and get consumers notice the same.

5in1 no dandruff shampoo shall be launched almost 3 months after the main launch. Emami 5 in 1 shampoo, till then is expected to have gained some ground in the market. The task therefore shall be to design a pack for a new anti dandruff avatar from emami. However, the brand is keeping itself open to varianting within the anti dandruff arena- say for different types of hair etc. The packaging needs to be developed giving scope of launching variants under No Dandruff

Who do we need to influence?

Primarily, people facing dandruff and also from rough damaged hair.Also need to essentially target the lady of the house (the purchaser/ decision maker), ultimate users to be everyone in the middle class family – husband, kids, teenagers.

  

…And what do we know about them that will help us?

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To a middle/ lower-middle class family, shampoo is the ultimate hair grooming aid. Conditioners, styling gels etc. are luxuries that they are aware of, but maybe can not afford.

Dandruff is one of the major problems that they face. There are several anti dandruff shampoos available in the market but the perception that they have very harsh chemicals make them feel apprehensive in using them regularly.

   What exactly do we want them to do as a result of our activity?

To make the lady, while she is shopping, notice Emami 5in1 No Dandruff in the shelves of shampoos, conclude that it should be safe and not harsh on hair (on account of its natural ingredients), and induce her to try the same.

What claim will we make?

If I use ‘Emami 5 in 1 no dandruff shampoo’ instead of any other anti dandruff shampoo- I will find that my dandruff problem is taken care of with natural ingredients besides my hair being provided with the 5 benefits - i.e. strength, shine, thickness, silkiness & bounce.

 ….And how will that reward (in this case “Claim”) be supported?

A unique formulation called ‘active fruit fusion and herbal essences’ that has lemon, tea tree, apricot and neem to fight dandruff; and also restore the health, shine, silkiness etc.

 

SMP

A natural shampoo that gives freedom from dandruff. (Basically, it isn’t harsh on hair like other anti dandruff shampoos.)

Desired: An overall new look with the same Brand logo shape for 5in1- color of logo can also change.the Look must

1. have fruits and herbs highlighted well2. be different enough to be noticed, yet attractive and soothing to the eye3. Highlight “no dandruff” and kept itself open to varianting under the anti dandruff

umbrella at a later stage.4. Reference: vatika pkg

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Variants and Price Points

Variants SKU Price(Rs.) Pcs Per Case

Black with Total hair care

Sachet-3ml 0.50 3600Sachet-6ml 1.00 768Bottle-100ml 44.00 48

Pollution Defence Total Hair care

Sachet-6ml 1.00 768

Bottle-100ml 44.00 48

Cool Sun guard Total Hair care

Sachet-9ml 2.00 480

Bottle-100ml 44.00 48

*Available in three variants

Ingredients Black-It is enriched with black grapes which impart thickness to each strand of your hair

Black-Kiwi to give a lustrous shine Black-Chamomile makes them bounce with energy Black-Walnut gives them unmatched strength Strawberry gives them the perfect silkiness

Target audience- Demographics:

Sex: Males/Females Age: 18-40yrs, SEC: A2, B, C

Behavioral: Occasion: Regular UserUser Status: Repeat UserLoyalty Status: LoyalReadiness Stage: InformedAttitude towards product: UnawareEmami is launching ‘5in1 Shampoo’ in A.P. market with in coming months. To create noise in the already cluttered Shampoo market Emami wishes to launch 5in1 Shampoo with an Introductory Consumer Offer on 100ml bottle SKU. It also makes sense to induce customers with a consumer promo on bottle SKU since the market is dominated by sachet sales. The ‘Free Gift’ would give an additional reason to the customers to experience the newly launched 5in1 shampoo through purchase of bigger SKU.

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But after doing test market Emami is planning to change its logo of Emami 5 in 1. Earlier we were using the branding as Emami 5in1 shampoo. This is now to be written as Emami HairLife 5in1 shampoo with Emami in one line, HairLife in the other line followed by 5in1 shampoo in the last line. The branding is incorporated as a part of packaging.

Brand Market opportunity- Shampoo market has been growing at double digit figure with penetration level at roughly 50%; offering tremendous scope to increase the category. Also, as per IRS 08 figures almost 90% of the shampoo users buy sachet. Hence, a huge opportunity to convert sachet user into a bottle user with such an introductory offer

Marketing Objective- Announce the launch of Emami 5in1 Shampoo with an Introductory Consumer Offer.

Brand Support- Boro Plus Winter Lotion worth Rs. 6 free with 100ml Shampoo Bottle (CONSUMER OFFER) Provide 5 hair care benefits with every wash – Strength, Shine, Thickness, Silkiness & Bounce Contains Fruit Fusion & Herbal Essence Created by Hair Experts from Australia, USA & India

8.4) Navratna ShampooEmami is planning to launch a shampoo under its Navratna Brand and to study the huge market of shampoo, analysis is done to check the total demand of shampoo and oil and weather common people prefer shampoo or a sachet.I found that most of the people prefer clinic plus and that too sachet instead of bottle because it’s cheap and is of good quality.Navratna oil preferred only during summers instead of for whole year.Reason behind this survey is to make this brand extension of Navratna successful because there are so many instances in which brand extension failed like Lux in a shampoo category faced low growth rate because of the following reasons:

Consumers have a habit of connecting Lux with a soap which makes them reluctant to accept Lux as a shampoo as well.

Lux shampoo targeted lower markets who generally wash their hair with soap instead of shampoo

Each brand extension must fortify the core and the core must remain unchanged which did not happen with Lux shampoo

They have targeted lower segment but they launched mainly bottles People used to connect Lux with glamour and they also want glamorous hair but

when Lux shampoo was launched they somehow were not able connect to it in that way

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Objective behind launching this shampoo is to increase the consumer base of Navratna.Total shampoo size market is 21.41 billion per annum as on February 2008 and it’s growing at the rate of 14.5% every year. More than 70% of revenue is through sachet, 20% comes from sale of anti dandruff shampoos. Per capita consumption of shampoo in India is 13ml and all India penetration level is 14% with 40% urban and 10% rural.

8.5) Launch strategy Leveraging the Brand’s Equity

Navratna Shampoo will be a brand extension from the Navratna stable The basic formulation should be based on the coolness quotient which is the core

essence of the mother brand but it should also go ahead with the promise of ‘doing - - - for your hair’

There needs to be a balance between category requirement and Navratna’s brand equity

MarketShampoo market – 60% market penetrationOil market - 80% market penetrationNavratna – 20% market penetration

Sale of Navratna Urban Vs. Rural• 60% urban • 40% rural

3 options for launching Navratna Shampoo Option1

Launching it as a mass brand but keeping it focused primarily on the same target group as Navratna Oil (one of a kind men’s shampoo)

“Navratna shampoo dimag aur balon dono ko rakhe chust durust” “Navratna shampoo aapke dimag ko rakhe dinbhar thanda aur balon ko rakhe dinbhar mulayam” “Navratna shampoo ke ayurvedic tatva aapke dimag ko de thandak aur balon ko de sampoorna poshan” “Navratna shampoo de dimag ko thandak aur balon ko chamak”

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Option2

Launching it as a mass brand and focusing equally on men as well as women (by speaking about the benefits for your hair)

“Ab na balon ko lekar ho pareshan, na garmi de aapko thakan – navratna shampoo de in samasyaon ka ant turant

“Navratna shampoo de aapko dimag ki thandak aur banaye aapke balon ko behad mulayam”

“Navratna shampoo ka surakshit aur thandak bhara saath, daal de aap mein kuch alag hi baat”

“Ab navratna shampoo aapmein aur aapke balon mein daal de aisi jaan ki aapko mile ek nayi pehchaan”

Option3

Can also try to project it as an overall wellbeing product

“Pesh hai Navratna shampoo jo de aapko ek aisa ehsaas jo aapke dimag ko de thandak aur balon ko pollution se ladne ki taakat”

“Pesh hai Navranta shampoo jo de pure parivaar ko dimag ki thandak aur balon ko kare swast aur jadon se mazboot”

“Navratna shampoo ke ayurvedic tatvon se mile aapko aaram aur aapke balon ko mile paseene aur pollution se ladne ki shakti”

“Navratna shampoo de thanda ehsaas aur rakhe balon ko khayal khaas”

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9) Oil Market Hair oil usage differs from person to person: few don’t apply oil at all very few apply it daily most of them use it at least twice a week

Coconut and mustard oils are the most popular hair oils in this SEC. Main motive for the application of oil is nourishment.

9.1) Navratna Oil 3rd largest hair oil brand in India as per ACN org retail audit data, MAT

March 2008 Navratna Oil has a market of about 220 crores

o 60% of this is urban, 40% is ruralo 60% of sales are through sachets, 40% through bottles

Core benefits include stress relief and rejuvenation It is a completely herbal product While being a mass brand, it finds a large fan following in the rural and

semi urban markets (mainly SEC B, C and D) essentially amongst men in the age group 25-45

The brand is also sold amongst Sec A Brand endorsed by Amitabh and Shah Rukh, regionally endorsed by

Chiranjeevi, Mahesh Babu and Surya Available in three variants – Navratna Oil, Navratna Extra Thanda and

Navratna Lite Price point Re 1 for the sachet version of the oil, Rs. 44 for the main

Navratna Bottle (100 ml)

Navratna targets • Primary :: 15-44, male –sec B, C, D• Other sec’s (higher)• Urban/rural• Women• Blue collar/ white collar• Student• Businessmen/traders• Rural • Any substantial consumer cluster subjected to physical & mental stress and needs to

relax/ rejuvenate by the end of the day

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Navratna oil Consumer Ramesh is a vegetable vendor who works for more than 12 hours daily, even in extreme weather conditions. His work involves a lot of manual labor and by the end of the day he is extremely stressed out and tired.Apart from body cramps, he also gets severe headaches and does not want to rely on a medicine. Using Navratna oil, relaxes him immensely and he gets a good night’s sleep after that.

Research is done on sample size of 30 to understand brand: 

Target Audience:Gender: both, but predominantly males SEC: A and B+Age: 25 to 50 yearsOccupation: professionals across industries

Sample Size : 30

Awareness of the brand:Aware – 26Unaware – 4

Reasons for using Navratna Oil: Cooling property – 23 ( 76%) Ayurvedic composition – 15 (50%) Advertisements - 7 Champi at barber shop – 4 

Reasons for not using Navratna Oil: Repelling fragrance – 18 (60%) Dark color – 11 (36.6%) Poor packaging – 9 (30%)

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Not meant for nourishment – 3 Poor Image – 3 Advertisements – 2 Less cooling effect – 2 Very Sticky – 1

Improvements Desired:

Lighter fragrance – 21 (70%) Light color – 16 (53%) Hair Nourishment – 4 Better packaging – 4 Less stickiness- 2

Objectives• Trial amongst ANT (aware not tried)• Increase household/ consumer penetration• Increase consumption• Differentiated brand property• Stronger Brand associations, over & above category generics• Layering (ex Cool – stress relief – relaxation/ rejuvenation – get on with life

(succeed/ achieve)• Achieve synergy & synchronization in the utilization of multiple top-notch

celebrity endorsers

Awareness:

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Around 80% of people are aware of Navratna oil but they think that it is meant only for cooling and relaxation. They can very well connect Navratna oil with Thanda Thanda Cool Cool campaign. Around 50% of the people used it but didn’t like it much.

Reasons for not liking NROThe biggest reason is its fragrance; they find it very strong and repulsive. one of the other reasons is it color which is dark and very unattractive. They rather prefer it to be light or transparent. some say that the cooling effect and sensation is very less compared to their expectations. Navratna oil is not meant for the nourishment of hair. Few said the oil is very sticky.

Means of tackling (a) thakkan

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Barriers to trial

Sensorial Perception

Oil as a medium

To relieve headache

FragranceStrong & repulsive

ColorDark & unattractive

Not forNourishme

nt

ImageryNot for me

(b) sardard and (c) anidra

• use of Navratna Oil among the 30 respondents to tackle the aforesaid problems wasn’t observed at all.

• there was considerable amount of inertia when it came to tackling these problems.

• of the rest who act, most of the people resort to pills or balms for headache and bodyaches, and take up activities like watching TV or reading books if they are unable to sleep

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Conclusion:• around 90% of the people surveyed were at least aware of the existence of the

brand. Most of them could recollect Amitabh’s or Govinda’s association with Navratna. However, of these a considerable number, around 30%, were either ambiguous or incorrect about its benefit. Hence, a mere 2/3rd of those aware of the product actually were clear about all its benefits.

• these respondents tended to relate more to the term thakaan as against tension or stress. Moreso, most of them in this SEC were educated enough to question if an oil can relieve them of their stress and tensions.

• a lot of people were driven away from Navratna Oil because of the product features. While its “color and fragrance” topped the list of such reasons, brand imagery accounted for around 8%.

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Need Gap

Fatigue – more mental than physical

Stress/Tension

Sleeplessness/Headache

Barriers

Strong Sensorial

Imagery

No Nourishment

Fragrance

Color

People who liked NRO20% of the people liked Navratna oil. They had no problem with the color and loved the strong smell. Given a trial they can switch to Navratna oil from their normal hair oil. They liked the cooling effect and the sensation of the oil.

Demolish barriers amongst ANTs (aware not tried)• Inertia towards anything for stress relief• Ayurvedic oil is lower down in terms of consideration (among stress relief

options), more so a particular brand• Poor imagery among middle to upper SEC’s• Overall sensorial too strong• Not too good for hair• Perfume too strong• Too costly

9.2) Recommendation for NRO

• If you apply the oil on your head and take a bath then there is a tremendous cooling effect which is very relaxing

• The fragrance should be toned down a bit so that it become less repulsive

• The color should be lighter or transparent like other hair oils

• It should talk more about hair nourishment as it is the main reason for the usage of hair oil in this SEC

• It should be less sticky as other hair oils which are available in the market

• Presently Navratna is essentially used by mostly males in the SEC B/C/D category.

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Prospect

Lady of the house

Children

Elderly

Benefits

Increase Concentration

Hair Nourishment

Muscle Aches & pain

9.3) Navratna Oil On ground activation ideas Objective

• To create awareness and excitement around the brand Navratna

• To communicate the product efficacy and hence “hands on product experience” to the right audience

• To push trials and sales

Target GroupPrimary TG

– Males, SEC B,C & D, • Secondary target –women SEC B, C, D – 25-45 years of age group

Market

StrategyStep 1Make people experience the benefit of Navratna Oil… for free

Step 2Give an arresting offer with the pack, so that people are tempted to buy the experience.

Activation Route• Road Show– Cinema/movie hall– Parks– Railway and bus stations

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– Offices– Super markets / shopping complexes– Housing societies / colonies

• Saloon program

ROAD SHOW

IDEA 1Navratna“Tension Free Zone”Tension Ho Jaye Gul , Navratna Thanda Thanda Kool Kool

Thought behind the idea• Seeing today’s life when everyone is stressful and have loads of tensions, the tag

line would surely connect better with the audience

• The idea is to create a tension free zone and hence depicting the brand values / core to the right audience

• Audience to experience “Navratna Head massage” and hence “thanda thanda kool kool” experience

• A good gratification for the audience to push trials and hence increase in sales

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Consumer Engagement model

Activity

• Selection of the target points / strategic locations with the city ( route plan to be presented)

• Creation of an enclosed “tension free” zone on wheels ( fabricated / branded vehicle )

• An exciting spiel on How Navratna can set you tension free and what is the secret behind “thanda thanda kool kool effect” and hence offering them a “Champi”

• Post experience, audience feedback to be asked and database to be captured.• Opportunity to meet and greet the celebs ..region wise (Brand ambassadors)

Creation of “Tension Free” zone

Audience invited inside the branded vehicle

Exciting spiel by promoters and offer a “Thandi Champi”

Taking the kool pose with the celeb (brand Ambassador) cut-out

Collection of database

Selection of the best “kool poses” and meet and greet the celeb in PR event

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Making of a collage and placement of the same at all the retail outlets

Contest Navratna “kool Moments”

• Placement of the brand ambassadors cut-outs of Surya’s• Asking the audience to give a kool pose with the cut-out and the moment will be

captured by Digital camera• A collage would be made in the end and placed at the retail (good branding

option)

GRATIFICATION- Meet the Celeb• The best poses would be selected by Navratna team

• The winners will be invited for a PR session/event at one central venue to meet and greet the celeb

OR

• Celeb visits the winners houses

Note – final call to be taken by the client

Winners and prizes

• All the winning entries to be given –

– Meet and greet the brand ambassador

– Kool pose to be framed with Navratna branding on it

IDEA 2

Phase 1 Phase 2Establish the habit of Lucky ones get a champi Champi by Surya

Navratna

“The Cool Experience”

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Thought behind the idea

• The idea is to provide the user with the cool experience of Navratna Champi.• Creating a certain amount of excitement and buzz around the brand and also engaging

the consumer with the brand.• Make use of the frenzy for filmstars.. In TN, an up-close interaction with a star will

be cherished as a lifetime experience. Not only by the selected person/s but by his family , peers and social circle.

• Interest and fan following for the matinee idol borders on frenzy and idol worship. A meeting with a superstar would be a jackp

Consumer Engagement model

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Champi- The cool experience

Audience invited for a champi experience

Carry a free sachet home

Champi stalls established in different parts of the city

Taking a kool pose with the celeb (brand Ambassador) cut-out

Activity- Phase I• The branded vehicle moves in different parts of TN giving a free champi on the head.• After the champi, one gets a chance to pose with Surya’s cutout for a Cool

Experience snap• In the end, one carries a Navratna Oil sachet free.

Activity- Phase II• Buy and immediately open a NRO pack.There could be champi by Surya inside.• No writebacks, no coupons to be filled in and mailed.No slogans.

How does it work?• Free champi in various parts of TN creates a buzz• Special promo pack contains 9 final prizes(for Navratna) : the chance to meet

Surya, get champi done by him and also have dinner with the superhero• Promo runs for 45 days and is announced in press/radio/POS.• Other packs in the promo period contain Surya Collectors Items - autographed

photos, keychains etc

And then…

• Consumers buy a pack and open it immediately.It either contains memorabilia or the special Surya invite.

• In case of the former, the consumer takes his gift and departs.In case of the latter, the retailer takes down the contact details of the lucky winner

• On the pre stated date, lucky one along with 2 (tentative figure) others, gets a chance to spend a few hours with Surya besides a Kool Champi from him.

• The press covers the experience….the lucky one is famous.

IDEANavratna“Tension Free Zone”

Operational model

• Listing of all the saloons basis the following – – Saloon Area in sq. ft – No. of footfalls per week

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– Audience profile– Location in the city

• Once the listing is done, Emami will do the final selection of the saloons• Once selected, the tie-up will be made for 15 days initially for the activity• Servicing promoters to be placed in each city ensuring the activity is happening as

per the brief / planned model• Servicing promoters to ensure: - – Sales stock count and Sample stock consumption– No. of massages and No. of Kool poses– Sales update on every 3rd day

Mechanics• One month initial Tie-up with the selected saloons

• Placement of branded merchandise inside the outlet at strategic points.

• Saloon to push sales on the spot (sales stock to be given )

• Once the consumer takes the experience, he or she would be asked to fill up the contest form (regional language to be used)

• Consumer to write a slogan on the contest form “Kaam pe na jane ke 36 bahane”

Contest Details Navratna Zara Hatke Champs

• Post Champi experience, audience would be given the contest form (regional language to be used) –

– 2 or 3 innovative excuses– Name , phone number and address

– NOTE – all the contest cards to be procured and utilized later for “kaam pe na jane ke 36

bahane” book Winners names and cities would be mentioned with all the winning excuses

Selection criteria for winners• The best excuses would be chosen basis: – The most wacky excuses– The most humorous excuses– Most intelligent excuse

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– Safest excuses etc etc

• The best excuses would be printed in the book and that could be disturbed in masses saying “ these excuses are not required when we use Navratna Thanda thanda kool kool”

• To be discussed - this could also be given as a free premium with Navratna pack purchase

Sales and Incentives for saloon• Champs stock to be given• Champi training to “saloon team” to be given• Sales stock to be placed• Constant checks on no. of champi’s and no. of sales• Incentives to be planned for every sale for the saloon• Kidstuff Supervisors to ensure a complete check and track of the stocks and sales.

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Press release

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10) Conclusion:

I did my summer internship in Mudra communication and worked on one of its client Emami. Emami is working on launching of 5 in 1 shampoo and emami talc as well as planning to launch Navratna shampoo under its umbrella.I learned under a client servicing department where I did concept testing of new ideas and if results are in favors then to start with market study, competitors study, consumer behavior, target market study as I mentioned above.Planning is to be done to make strategies which help to achieve objective set by taking in to consideration most of the factors affecting product.For eg. By studying consumer behavior towards Navratna oil it had bee realized that to increase the market share it’s important to come up with informative advertising.A brief study is used to be done before work on packaging started and few answers of certain questions are always taken in to consideration for packaging designs as shown above in talc and shampoo packaging design.

11) Learning Assessing the client feedback, evaluating areas of improvements with regular

planning for evolving newer growth patterns of the brand. Understanding the client’s requirement & providing quality services. Factors taken in to consideration while doing packaging. Interacting with customers; understanding their needs and than pitching the

product. How to maximize brand visibility. Doing promotional activity or launches keeping all factors affecting product in

mind. Learned to make briefs and previews.

12) Recommendations for students:o Students should know how to make presentation and its format.

o They should always mention that the data which they are by volume or by share.

o Should be able to sit for around 9 hours in front of computer.

o Student must work on communication skill so as to deal with client and target market.

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Bibliography

www.Mudra.com

www.afaqs.com

www.wikipedia.com

Books (Kotler (Marketing), Naresh Goyal (Marketing Research), Brand Strategic Management, Advertising)

http://www.geocities.com/shuja_abbas18/Sunsilk.doc

www.sunsilknaturals.com

www.sunsilkgangofgirls.com IRS, AC Nielson

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Synopsis of the project

“Understanding advertising and day to day functioning of Emami as a client”

Students Name- Shikha Singh Tomar

Industry guide- Mr. saurabh ghoshal & Miss Kanupriya mimani

Objective- To understand the importance of Advertising for Brands

Findings- To understand the need of advertising for a client Day to day activities done for promoting a clients Project

Student’s perception about company guide I perceived about my industry guide as a friendly and supportive person, she is a concern and interactive person. She gave me opportunity to learn from the department. She gave me an oversight & general direction in completion of my project. She helped me to understand all the activities in the department. As a trainee she helped me to come up with all the respect I thank her.

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