Summer InternshipRetail Marketing, Visual Merchandising and Online Affiliation of

Kaya Skin Clinics

Under The Guidance Of:Dr. Ramkishen.Y and Mr Kumar Saurabh

Presented By:Disha Bedi

PGDM Marketing Communications

Company:Marico Kaya Enterprises Ltd.

Flow Of The Presentation

About The Company

MaricoConsumer Products

Beauty and Wellness Space(Parachute, Saffola, Hair & Care, Nihar,

Mediker, Revive, Manjal, Set Wet, Zatak and Livon)

Kaya Skin Clinics

2002

Entered Service Business

100 Clinics26 Cities

160 Dermatologists600,000 satisfied customers

Anti-Aging, Pigmentation, Acne/Acne Scar reduction, Laser Permanent Hair Reduction, Skin Care Facials etc

Project Outline

1. Visiting Kaya Skin Clinics and Evaluating

Various Consumer Touch Points

Objectives:Understanding the Kaya Business

Understand Visual Merchandising at the ClinicsStudy of Collateral and Recommendations

Clinics Visited :

Consumer Touch Points Evaluated:

Kalaghoda, Bandra,Powai, Chembur

Recommendations Regarding VM Material

2. Evaluation and Rectification of Current Online

Listings of Kaya Skin Clinics

Objectives:Make sure all listings are correct

Make sure all clinics are listed on the websitesMake sure correct service details mentioned

Listings Checked on Following Websites:

Provides directions, interactive maps

Connect buyers to sellers

Platforms for local service need fulfilment

Find Doctors and Book appointments

Book appointments in Health and Wellness space

Find information related to anything and everything

Data Checked For All Listings:

Missing Listing ,

Rectification and End Results:

3. Building Alliances with Online Consultation

and Beauty Websites

Objectives:Increase online presenceIncrease clinic walk-ins

Be a part of digital revolution happening in healthcare in India

Trending Online Consultation WebsitesNumber Of Consultations Per Week

2,5001,400

700

200

Lybrate

eVaidyaiCliniq

DoctorsCabin

iClinicCareMyDermacy

200

25%

20,000

8%

15%

30%

10%

% Of Dermatology

Opportunity Sizing

Total Revenue That Can be Generated Per Week= Total Revenue From Online Consultations + Total Revenue From Conversions= (2,920,000 + 819,000) INR= 3,739,000 INR

195 Million INR Per Annum

New Alliances - Status

New AlliancesONLINE CONSULTATION WEBSITES :

iCliniq.com•Traffic per Month: 1,19,200

DoctorsCabin.com•Traffic per Month: 1,55,000

BookMyConsult.com•Traffic per Month: 9,100

Jeevom.com•Traffic per Month: 53,000

DocMeet.in•Traffic per Month: 11,300

New AlliancesBEAUTY WEBSITES :

VBooky.com•Traffic per Month: 2,37,300

Beaupal.com•Traffic per Month: 1,81,400

BookMeIn.in•Traffic per Month: 9,300

Twss.in•Traffic per Month: 21,400

MOBILE APPLICATION FOR LIFESTYLE NEEDS :

Perkkx•Perks and benefits exclusively for the employees of leading corporates

Zapstir•Listing Of Businesses of All Kinds

New Alliances

On Hold For Further DiscussionONLINE CONSULTATION WEBSITES :

Lybrate.com•Traffic per Month: 10,68,700

eVaidya.com•Traffic per Month: 1,96,400

iClinicCare.com•Traffic per Month: 61,800

MyDermacy.com•Traffic per Month: 55,100

Websites in Pipeline

Websites Ruled Out

Paused new listings

Portal only for doctors, not clinics

Video consultation doesn’t work

Have internal doctors to handle queries

Only two doctors handle queries

4. Below the Line Marketing Plan for

Kaya Bridal Packages

Objectives:Promote Kaya Bridal Packages online and offlineIncrease Awareness about Kaya Bridal Packages

Win New Customers

• Kaya Bridal Skin Rituals is a mix of efficacious, deep-rooted and pampering skin care practices that bring out the excellence in the Bride’s skin that makes her stand out.

• Different packages for different Skin types and different Effect Durations.

• The plan is to interact with the Groom or Bride when they are thinking of getting married.

Executive Summary

• More attention to Personal Beauty• Men are paying More Attention to Skin Care• People are spending more Money on Weddings• Brides want to Look Perfect on their Wedding Day• Increase in Number of Working women• Increase in number of Make Up and Skin Salons

Market Trends

• Skin Care Clinics like VLCC• Franchised Salons like Enrich, Lakme• Independent Salons

Competitive Situation

SWOT Analysis

Biggest Threat – Make Up

The PlanTie up with Make Up Salons, Give Bridal Package Vouchers to To-Be Brides

PositioningKaya Bridal Service is Not Make Up but a Skin Care Ritual

Segmentation and TargetingGEOGRAPHIC SEGMENTATION:

Delhi, Mumbai, BangaloreKolkata, Chennai, Hyderabad

Segmentation and TargetingDEMOGRAPHIC SEGMENTATION:

Segmentation and TargetingPSYCHOGRAPHIC TARGETING:

Modern and Tech Savvy Beauty Conscious Look Perfect on Wedding Day

Positioning

Online Promotion Platforms

Offline Promotion Platforms

Data Collated

Wedding Blogs Organic Search

Wedding Directories Popularity

Web Analytics

FOR THE GROOMBecause Promotion Platforms for Men are Different

Overall Recommendations

Key Learnings