Fem Care Pharma
• Sector: FMCG
• What was Fem…
– Mumbai based marketer of Beauty & Healthcare products
– Products / Brands known in India since 1982
– It had a market reputation of introducing innovative as well as
new product concepts since its inception.
- However, Fem products became very niche and sectoral due
to lack of adequate advertising and promotional budgets and
the Brands failed to receive desired visibilities.
• PR Agency Identified
– Under utilized brand potential
• Reasons
– Lack of adequate advertising budget to match the same
noise decibel level as that of MNC promoted Brands
– Perceived to be a small family run enterprise
– No structured & professional approach towards
communications
• Communications Need
– Building the brands in cost effective manner
– Social and corporate image building
PR Strategy
• Three pronged ~ Brands/ Corporate/ People
• Emphasis on BTL activities & events
• Product press releases
• Corporate image building through media articles on
growth, future
plans
• Social image building with events such as ~ Fem
Women Achiever’s
Show in aid of Cancer Patients
• Iconization ~ profiling of top mgt.
Fem Women Achiever’s Show
A unique Annual fashion event featuring 35 celebrity women achievers from every walk
of life
Celebration of women’s achievements by a brand closely linked with Indian women
Organized by Fem Care Pharma in aid of Cancer Patients Aid Association
Designs by Shaina NC, Directed by Hemant Trivedi
Result
• Regular coverage on flagship products such as Fem
Liquid soap &
Fem Hair Removing Cream generating sales pull
• Coverage on corporate profile generated leading
publications
including Economic Times, Brand Equity, A&M etc
• Immense visibility was created through Fem
Women Achiever’s Show - Covered by all leading
publications and electronic media - Brand
enhancement due to an association with women
achievers
• Perceptional shift ~ From a small domestic player
to a leading player
competing with large MNC players.
Aftermath
With consistent PR since 2001 by 2007/8 the Company was
approached for merger
And eventually
Aftermath
Dabur India Ltd acquired 72% stake of Fem Care pharma in 2008
Dabur India Ltd bought 72% stake of Fem Care Pharma for Rs 203 crore in an all-cash deal.
Dabur made this deal to enter skin-care market in India. Dabur has bought Fem Care's Pharma and beauty care brands. “Anand Burman, Chairman of Dabur India said acquisition of Fem Care Pharma is in line with the company strategy to aggressively expand its scale of operations and strengthen its presence in FMCG space. This transaction would give Dabur an entry into high-growth skin care market with an established brand name Fem.”