vivel soaps

TEAM MEMBERS

PARTH GOYAL (ROLL NO 171)PARUL CHOUDHARY (ROLL NO 185)PARTHA KUNDU ( ROLL NO 111)

Brand Name

Brand Overview

Launch

Market Share

Competition

Profit Share to the Company

Status within the Company

(BCG Matrix )

Launched between February and June 2008 by ITC in soap and shampoo category, to expand its personal care portfolio

The initial offering was 4 variants of vivel soaps and it was launched along with vivel di wills.

Major competitors(soap) are HUL( lux, pears, liril) Palmolive .

Major competitors (shampoo) are HUL(sunsilk, clean n clear) , P & G(head & shoulders), L’oreal.

In 29,000 crore personal care industry in India, Vivel has a 5% market share(soaps) and 3.5 % (shampoo).

MarkSoc,The Marketing Society of FMS, Delhi

VIVEL

Brand Evolution Timeline


Feb 2008-vivel

launched with 4

varieties of soaps

June 2008-vivel

launches shampoos-3

variants

Oct 2008-silk spring

soap added to

the product

line

December 2008

Introduces

ultrapro anti-

dandruff shampoo

may 2010-vivel Deo

spirit soaps launched.

June 2010-ITC forayed

into skin category by launching

Vivel Active Fair

Complete History of the BrandMajor Extensions, Controversies

Jan 2010-introduces milk cream and glycerine soap

Brand Elements

Distinct Features

Jingle

Logo

Smashable Elements

Tag line “Khoobsurati bus mein , duniya kadmo mein.” meaning “if you are beautiful, world is at your feet.”

Logo-

Smashable elements are: Use of celebrities like Kareena ,

Trisha for soaps and Hrithik for Shampoos.

Vivel soaps come in exotice flavor and innovative flavor names and ingredients. Eg.vivel satin soft which contains

vitamin e and aloe vera .


Positioning

How does the brand differentiate itself from its competition in the mindspace of the consumer

Vivel soaps, shampoos and fairness cream represent Youth Confidence Beauty

Also it pitches for Nourishment, Protection and Hydration for Skin and Hair through unique Actipro complex.

Kareena Kapoor an actress who perfectly symbolizes all 3 endorses it.

Trisha does the same for South Indian market.

Newly launched “Deo Spirit soap” projects a young , flirty and fun image.

The advertisements features a young couple urging them to use Vivel to get closer.


Target Market

Who does it aim to Pull?

Segmentation on the basis of age: Targeted at women in the age group

18-35On the basis of income

Middle income group “Vivel” and “Vivel di Wills” products

cater to almost same segment Small price differential for those

willing to pay a little extra for a better product.

Specific products: Deo Spirit: Teenagers and young

adults.(13-25) Active Fair: Young girls and

women(15-30)


Packaging

Soaps:

Vivel Soaps

Vivel Milk Cream & Glycerine bathing Soap

Vivel Deo Spirit Soap

Vivel Soap: Vivel soap is available in four

different variant. The packing of product indicates the ingredient or type of variant. Eg: Sandal Sparkle in yellow color packing

There is a model on the packing indicating that it is a beauty soap


Vivel Milk Cream & Glycerin Soap:Kareena is on the cover

packaging of soap indicating beauty & flaw less skin

The packaging is hard cover as other the premium soaps

Vivel Deo Soap:Packaging is intended to capture young and trendy youth

Packaging

Shampoo:

Vivel Shampoo


There shampoo are available in 100ml and 200 ml bottles. These are of different color to indicate different shampoo catering different hair types.Eg: Vivel Shine & Glow for dull to normal hair

Shampoos also available in sachets of 8 ml

Pricing

What Price Ranges?

Why?

Benchmark with Competition

Vivel Soap is priced at Rs 15 /100 gm

Vivel Milk, Cream & Glycerine Soap is priced at Rs 18 /100 gm

Vivel Deo Spirit Soap is priced at Rs 18 /100 gm

Vivel shampoos are priced at Rs 89/ 200ml, Rs 49/ 100ml and Rs 2 for sachets


Distribution Channels

Analyse it terms of

Reach/Coverage

Visibility

Vivel uses Push and Pull Strategy. At distribution level, the brand is

widely available in both modern and traditional trade.

Vivel is quite high on visibility in retail outlets.


Communication

There are various ads of vivel. They are generally featured by actress/actor like Kareena, Trisha & Hritik(shampoo).

Different Ads for different varieties of soaps & Shampoos.

There are BTL campaigns as well. In malls and shops the posters of products are put up

A “magic mirror” installed in few places where it displays ad till person come close and it become mirror.

The campaign, Palichunu Oru Matram, launched in Tamil Nadu, aims to reach half a million households, meeting women.


StoryBoard of an ad from the

latest campaign


TVC opens with a girl having a dove in her hands

the girl sends a love letter to a boy through the dove

The dove flies to the boy standing in the opposite building

The boy looks at the love letter

The boy acknowledges the love letter and reciprocates it

Tvc says to drop the old formula and use new vivel for new formula

Both girls and boys use the new vivel soap

The boy approaches the girl after using vivel and there is new freshness around

The girl readily accepts the boy and both come close

Storyboard

Insight

The advertisement is about Vivel deo spirit which tells people to stop using old formula and start using new Vivel soap to get unparalleled freshness

The freshness will bring you closer to the opposite sex.

The advertisement depicts a classic movie scene to represent older soaps and to show how those old formulae don’t work. Vivel pitches itself as a new soap for new generation.


Documents

vivel soaps