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Advertisement & sales PromotionIntegrated Marketing Communications Plan
Presented by Xavier Prakash in JBIMS 2007-2010
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Market review
The market size for fairness cream in India is estimated to be Rs.950 crore.
The market growth rate ranges between 30 % on a year-to-year basis.
The leading players in the market includes Hindustan Lever Ltd., (HLL's) 'Fair & Lovely' with 76 percent of the market share and Cavin Kare's 'Fairerer' with 15 percent of the market share.
Godrej's 'Fairglow', Emami's 'Fair and Handsome', Vicco and Himalaya share the rest of the market share.
It has been estimated that males constitute 20 percent of the total sales for fairness creams in India.
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Reivax Smart Review A fair complexion has always been associated with success
and popularity. Men and women alike desire fairness, it is believed to be the key to a successful life. Well for women the market is loaded with fairness cream but for men there are few fairness creams.
Reivax is a pioneer in Health care products manufacturing Cosmetic products with the turnover of 100CR
Product launch Budget 5CR
5 power fairness system for men
Strong Peptide ComplexSunguardAnti-Bacterial
Stress busterHerbocool
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Market ReviewFactor influencing the mens Cream market
As fashion trends and lifestyles change,
The attitudes and conceptions about human beauty
Today fairness is not a word mentioned only in the matrimonial advertisements
The society believe that being fair is being beautiful and handsome.
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Competitor AnalysisMarket Share
Fair & Lovely by HLL- 56%
Fairever by Cavin Kare-15%
Fairglow by Godrej-5%
Fair & Handsome by Emami-4%
Others-20%
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Problem Statement for Research
To measure the Perception, Attitude and purchasing Preference for mens Fairness cream
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Cluster Analysis
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Agglomeration Schedule
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Dendogram
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Final Clusters
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Perceptual Mapping
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Differentiation
Men’s Fairness Cream with Masculine Cologne Fragrance
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Segmentation
Demographics
Gender (Male/Female)
Age Group 15 – 40 Yrs
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Targeting
Age Group of 15-40yrs
Educated and employed Adult
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Positioning
Reivax Smart for Smart Men
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Marketing Objective
To acquire 10 % share in 3 Years
10 Crores in First Year
15 Cr in second Year
20 Cr in third Year
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IMC PLANMedia objectives Who?
Men in the age group of 15-40
Urban & Rural population
Comfortable personal income
Educated
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Media objectivesWhat?
The requirement is to create a high impact. Huge spends across media will be made to have the desired impact, which will reflect in the performance of the brand. Here impact will be traded for efficiency to achieve the desired result.
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Media objectivesWhen?
During Summer
March - August
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Media objectivesWhere?,How?
Above the Line
Television
Cable TV’s
Radio
Newspaper
Below the Line
Shows in malls
Hoardings
Banners
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Budget
Above the Line
50lacs
Below the line
15 Lacs
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Media StrategyTarget Market Strategy
Use TV during News & Sports intervals
Use Cable during movies
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Media StrategyMarket Coverage/Timing
Mumbai city
9-10pm for TV
Radio commercials Morning 9-11am
Newspaper in Hindustan Times
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Creative PlanSlogan
Reivax Smart for smart Men
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IMCSales Promotion
Product Bundling
Supermax Shaving Kit
Business Magazines
Shows in Malls
SMS
Outdoor advt
Packaging
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Key point Summary
As Reivax is a new entrant in the fairness cream market, we have the need to change the perception of the consumer to buy and try the new product, and hence the quality and the price should be lower than the existing brands.
The Strategy the Reivax should adapt: Pricing should be lower than the competition Product Bundling Easy availability Sponsorship to college festivals Focus on Cologne masculine fragrance Advertisement should have maximum reach.