summer internship report - marico kaya enterprises ltd

Summer Internship Report 2014-16

Retail Marketing, Visual Merchandising and Online Affiliation of Kaya Skin Clinics

Company: Marico Kaya Enterpises Ltd.

Submitted By:

Disha Bedi

PGDM Marketing Communications

Roll No. 14

Under the guidance of:

Corporate Guide Faculty Guide

Mr Kumar Saurabh Dr. Ramkishen.Y

Manager Professor

Marico Kaya Enterpises Ltd. KJ-SIMSR

K J Somaiya Institute of Management Studies & Research

July, 2015

i

DECLARATION

I, Ms. Disha Bedi hereby declare that this project report is the record of authentic work

carried out by me during the period from 18th May 2015 to 17th July 2015 and has not been

submitted to any other University or Institute for the award of any degree / diploma etc.

Signature

Disha Bedi

PGDM Marketing Communications

Roll No. 14

July, 2015

ii

CERTIFICATE FROM INDUSTRY GUIDE

This is to certify that Ms. Disha Bedi, a student of the PGDM Marketing Communications,

has worked in our organization on a project assigned by us. To the best of our knowledge,

this report is a product of the student’s own effort on the project conducted under our

guidance and supervision.

Signature

Mr Kumar Saurabh

Manager, Retail Marketing and Visual Merchandising

Marico Kaya Enterprises Ltd.

Mumbai

July, 2015

iii

CERTIFICATE FROM FACULTY GUIDE This is to certify that Ms. Disha Bedi, a student of the PGDM Marketing Communications, has worked under my guidance and supervision. This Summer Project Report has the requisite standard and to the best of our knowledge no part of it has been reproduced from any other summer project, monograph, report or book.

Signature

Dr. Ramkishen

Professor

K J Somaiya Institute of Management Studies & Research

Mumbai

July, 2015

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ACKNOWLEDGEMENT

To begin with, I would like to express my gratitude to Marico Kaya Enterprises Limited, for

providing me with such a wonderful learning opportunity, and a platform to learn about the

working of the service and beauty industry in depth.

I would like to express my heartfelt gratitude to Mr. Kumar Saurabh (Manager, Retail

Marketing and Visual Merchandising, Kaya) who has been of immense help and has

supported me constantly throughout the duration of my project. His valuable guidance was

instrumental in the completion of the project. I would specially like to thank the entire Kaya

Marketing Team for the delightful workplace camaraderie and their eagerness to help in

any way possible.

I want to convey my sincere thanks to my faculty guide Dr. Ramkishen (Professor, KJ-SIMSR)

who had been guiding me throughout my project. He was there to help me out whenever

and wherever I needed.

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TABLE OF CONTENTS

S.No Title Page No.

i Declaration From The Student i

ii Certificate From Industry Guide ii

iii Certificate From Faculty Guide iii

iv Acknowledgement iv

v Table Of Contents v

vi List Of Figures vii

vii List Of Abbreviations viii

viii Executive Summary ix

1 INTRODUCTION 1

1.1 Background Of The Project 1

1.2 Statement Of The Problem 1

1.3 Need Of The Project 1

1.4 Scope Of The Project 2

1.5 Project Objectives 2

2 ABOUT THE INDUSTRY 3

2.1 Beauty Industry In India 3

2.2 History 4

2.3 Trends 4

2.4 Prospects 5

2.5 Competitive Landscape 5

3 ABOUT THE COMPANY 6

3.1 About Marico 6

3.2 About Kaya 7

3.3 Historical Development 8

3.4 Lines Of Business 8

4 DESCRIPTION OF THE PROJECT 9

4.1 Project 1: Evaluating Various Consumer Touch Points at Kaya Skin Clinics 9

4.1.1 Clinics Visited 9

4.1.2 Consumer Touch Points Evaluated 9

4.1.3 Study Of VM Material 10

4.1.4 Recommendations Regarding VM Material 10

4.2 Project 2: Evaluating Current Online Listings of Kaya Skin Clinics 11

4.2.1 Websites Under Consideration 11

4.2.2 Data Checked 12

4.2.3 Rectification And End Result 12

4.3 Project 3: Building Alliances With Online Consultation and Beauty Websites 13

4.3.1 Trending Online Consultation Websites 13

4.3.2 Status Of New Alliances 14

4.3.3 New Alliances Made 14

4.3.4 Websites In Pipeline 18

4.3.5 Websites Ruled Out 19

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TABLE OF CONTENTS (Continued)

S.No Title Page No.

4.4 Project 4: Marketing Plan for Kaya Bridal Beauty Packages 20

4.4.1 Executive Summary 20

4.4.2 Goals And Objectives 21

4.4.3 Market Trends 21

4.4.4 Competitive Situation 21

4.4.5 SWOT Analysis 22

4.4.6 Segmentation And Targeting 23

4.4.7 Positioning 24

4.4.8 Promotion Platforms 25

4.4.9 Detailed Promotion Plan 26

5 CONCLUSION AND END RESULTS 44

5.1 Limitations And Constraints 44

5.2 Recommendations 44

5.3 Observations And Learnings 44

5.4 Future Scope Of The Project 45

6 REFERENCES 45

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LIST OF FIGURES

S.No Figure No. Title Page No.

1 2.1 KPMG Wellness Sector report, April 2015 4

2 3.1 Marico Product Mix 6

3 3.2 Worldwide Footprint of Kaya Skin Clinics 7

4 3.3 Kaya Lines of Business 8

5 4.1 Leading Online Consultation Websites 13

6 4.2 Kaya Bridal Beauty Packages 20

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LIST OF ABBREVIATIONS

S.No Abbreviation Full Form

1 MaKe Marico Kaya Enterprises Limited

2 KSC Kaya Skin Clinic

3 KSB Kaya Skin Bar

4 VM Visual Merchandising

5 BTL Below The Line

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EXECUTIVE SUMMARY

This report contains an overview of the project done at Marico Kaya Enterprises Ltd from 18th May to 17th July 2015. The project was executed at Head Office of Marico Kaya Enterprises Limited in Andheri East, Mumbai under the guidance of Mr Kumar Saurabh, Manager, Retail Marketing and Visual Merchandising, Kaya. The title of the project was “Retail Marketing, Visual Merchandising and Online Affiliation of Kaya Skin Clinic.” The project consisted of four sub projects - Evaluating Various Consumer Touch Points at Kaya Skin Clinics, Evaluating Current Online Listings of Kaya Skin Clinics, Building Alliances with Online Consultation and Beauty Websites, and Building a BTL (Below the Line) Marketing Plan for Kaya Bridal Beauty Packages. The project gave a good overview of the service and beauty industry, visual merchandising of a store, consumer touch points in a service business and need of being a part of digital revolution happening in India. The project also helped build a lot of contacts inside and outside of Kaya.

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1. INTRODUCTION

1.1 Background Of The Project

Whether young or old, man or woman, everybody wants to look their best. With time,

people are becoming more professional and looking flawless helps boost confidence. With

increasing incomes of people, people are ready to invest resources and time into looking

good. With the fast growing lives of people, Kaya captures the emergent need of looking

good naturally. Also, with the boom of Internet, every business aims to increase visibility

online to grow. Kaya also needs to be a part of this trend by getting listed on various online

platforms and hence increasing clinic footfalls.

1.2 Statement Of The Problem

The overall project consisted of Four Sub-Projects, as follows:

Evaluating Various Consumer Touch Points at Kaya Skin Clinics

Evaluating Current Online Listings of Kaya Skin Clinics

Building Alliances With Online Consultation and Beauty Websites

Building a BTL (Below the Line) Marketing Plan for Kaya Bridal Beauty Packages

1.3 Need Of The Project

Evaluating Consumer Touch Points at Kaya Skin Clinics: The visual merchandising of a store needs to be welcoming and as per the personality of the brand. All collateral and pamphlets needs to be innovative and informative.

Evaluating Current Online Listings of Kaya Skin Clinics: All current listings on different websites need to be perfect. Wrong listings make a bad impression on the customer. The listings should be descriptive enough to portray Kaya as a Dermatology and Skin Care centre.

Building Alliances with Online Consultation and Beauty Websites: The main aim behind this project is to be a part of the digital revolution happening in India. A lot of new text and video consultation and beauty related websites are coming up and the motive is to get listed on these websites to increase online visibility and hence clinic footlfalls.

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Marketing Plan for Kaya Bridal Beauty Packages: Kaya Bridal Beauty packages are a combination of beauty facials for the bride. The packages will see a modification and re launch in the coming months. The need is to find the right platforms to promote them.

1.4 Scope Of The Project

Evaluating Consumer Touch Points at Kaya Skin Clinics: Evaluation needs to be done for Skin Clinics in Mumbai only. In Visual Merchandising, facade, signage, product placement, collaterals, pamphlets, etc needs to be evaluated.

Evaluating Current Online Listings of Kaya Skin Clinics: Clinic listings on Google Maps, Justdial, Sulekha, Practo, Ziffi and AskMe needs to be evaluated for clinic and service details.

Building Alliances with Online Consultation and Beauty Websites: Alliances need to build with text and video consultation and beauty related websites in India. Aim was to get Kaya Skin Clinics and services listed on the websites and doctor registration on consultation websites to connect with patients online. Marketing Plan for Kaya Bridal Beauty Packages: Kaya Bridal Beauty packages need to be promoted on online platforms such as wedding planning and service provider websites, blogs and social media platforms, and on offline platforms such as venues, wedding wear stores etc. The task was only to build the plan of promotion which will be implemented later when the Bridal packages are re launched.

1.5 Project Objectives

Evaluating Consumer Touch Points at Kaya Skin Clinics:

Understanding the Kaya Business

Understand Visual Merchandising at the Clinics

Recommendations on how consumer touch points can be enhanced

Study of Collaterals

Recommendations for new collaterals

Evaluating Current Online Listings of Kaya Skin Clinics:

Make sure all listings are correct

Make sure all clinics are listed on the websites

Make sure correct service details mentioned

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Building Alliances with Online Consultation and Beauty Websites:

Increase online presence

Increase clinic walk-ins

Bring down target consumer group from 30+ to 22+

Be a part of digital revolution happening in healthcare in India Marketing Plan for Kaya Bridal Beauty Packages:

Promote Kaya Bridal Beauty Package online and offline

Increase Awareness about Kaya Bridal Packages

Win New Customers

2. ABOUT THE INDUSTRY

2.1 Beauty Industry In India

The country’s cosmetic sector has emerged as one of the markets holding immense growth

potential. In India, the beauty care market consists of salons, cosmetic treatment centres

and cosmetic products and is likely to become the main contributor to the growth of Indian

wellness industry.

Consumers are becoming more aspiration driven which has led to evolution of concept of

grooming and beauty for both male and female segment in order to enhance their

appearances. The cosmetology segment which is a new entrant to the beauty and wellness

industry has well integrated itself. Consumers are ready to pay a premium to treat

themselves with the cosmetology services.

Launch of new beauty services and products catering to consumers’ growing requirements

will fuel growth in the industry, for which the future outlook seems exceptionally bright.

A KPMG Wellness Sector report released in April 2015 projected that the size of India's

beauty and wellness market would nearly double to Rs 80,370 crore by 2017/18 from Rs

41,224 crore in 2012/13. (See Figure No. 2.1) Business is so good that it has caught the

attention of private equity firms.

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Figure No. 2.1 - KPMG Wellness Sector report, April 2015

2.2 History

The beauty services consumption in India has been increasing exponentially since last

couple of years. According to a latest research report, the Indian beauty market registered

impressive sales, and with rising purchasing power and growing fashion consciousness, the

industry is has expanded at an annual growth rate of around 20% during 2013-2015.

The wellness industry in India is poised to touch Rs 80,000 crore by 2017 from about Rs

400,000 crore in 2012. The size of the beauty care industry is estimated at Rs 29,000 crore in

2012 estimate, while fitness and slimming market was estimated at Rs 60,000 crore in 2012.

About 48% of the market is dominated by beauty services of which a major section is

cosmetology and dermatology related.

2.3 Trends

The overall Beauty Business in India is growing phenomenally with the cosmetics market

growing at 20% annually. The retail beauty and cosmetics market in India currently

estimated at USD 950 million is pegged at USD 2.68 billion by the year 2020. Indian

cosmetics industry holds promising growth prospects for both existing and new players. The

forecast for beauty industry is pegged at a per capita annual spend of USD 1.2 which is

expected to grow to USD 6.2 by 2016.

http://www.business-standard.com/search?type=news&q=Wellness

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Women contribute to over 85% of the Salon industry revenue, while men’s hair is the next

wave set to hit the Indian Salon Industry. Over the last five years the growth figures are:

Cosmetic Products - 60%

Salons - 35%

Cosmetic Treatments - 5%

2.4 Prospects

It is noticed that women are spending more on cosmetics as they are actively earning and

spending money on grooming themselves. There is growing spending power among the

country's large section of women, thanks to the increasing number of ladies entering the

corporate workforce every year. On an average working women in tend to spend 35% or

more of their income on themselves.

The market which was earlier women centric has started concentrating on male grooming

and is coming up with large numbers of unisex salons. The rising beauty concerns among

both men and women are propelling the Indian cosmetics industry, which has witnessed a

strong growth in the last few years.

Rising affluence of middleclass segment has upgraded their consumption lifestyle and

increased their willingness to buy beauty products and services. Beauty service providers

have started expanding to Tier II and Tier III cities as these markets provide similar potential

as their metro counterparts.

2.5 Competitive Landscape

The beauty industry’s capacity to innovate allows it to remain vibrant, responsible,

competitive and a major contributor to a healthy economy. Today, the cosmetics market is

global and highly competitive. Success depends on research, development and innovation

that will deliver formulations to satisfy ever-changing and increasingly sophisticated

consumer demands.

To remain competitive, manufacturers must innovate constantly to discover new

ingredients, utilise existing ingredients in new applications, and continue creating products.

Consumers benefit from intense competition through greater choice and efficacy.

Advertising, promotion, merchandising and packaging, and the timing of new product and

service introductions and line extensions have a significant impact on consumers’ buying

decisions and, as a result, net sales. There is also a need of constant up gradation of

products and services and integration of technology to remain productive in the business.

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These factors, as well as demographic trends, economic conditions and discount pricing

strategies by competitors, could result in increased competition and could impact net sales

and profitability.

3. ABOUT THE COMPANY

3.1 About Marico

Marico Limited is one of India's leading consumer products companies operating in the

beauty and wellness space. Currently present in 25 countries across emerging markets of

Asia and Africa, Marico has nurtured multiple brands in the categories of hair care, skin care,

health foods, male grooming, and fabric care.

Marico's India business markets household brands such as Parachute Advanced, Saffola, Hair

& Care, Nihar, Mediker, Revive, Manjal, SetWet, Zatak and Livon among others that add

value to the life of 1 in every 3 Indians (See Figure No. 3.1). The International business offers

unique brands such as Parachute, Hair Code, Fiancee, Caivil, Hercules, BlackChic, Code 10,

Ingwe, X-Men, L'Ovite and Thuan Phat that are localized to fulfil the lifestyle needs of our

international consumers.

Figure No. 3.1 – Marico Product Mix

During Financial Year 2013 - 2014, the company generated a turnover of Rs. 47 billion.

Marico entered the service business in 2002 though Kaya Skin Clinics.

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3.2 About Kaya

Marico Kaya Enterprises Limited (MaKE) was incorporated on January 19, 2013 as a wholly

owned subsidiary of Marico Limited. In October 2013, MaKE Ltd. demerged from Marico

Limited and is now a separate company. MaKE owns the specialized skin care business of

Kaya Ltd. (erstwhile a subsidiary of Marico Limited)

After realizing an emerging need among consumers to keep their skin healthy & beautiful;

first Kaya Skin Clinic was launched in December 2002, out of a vision to positively transform

the lives of consumers through a holistic and customized skincare solutions backed by latest

technology. Currently Kaya operates primarily in two formats viz. Skin Clinics and Skin Bars.

Kaya delivers specialized skin care solutions in India and overseas through its range of Kaya

Skin Clinics. Kaya has expanded to 100 clinics that are spread across 26 cities in India. Kaya

also has 18 clinics in the Middle East (See Figure No. 3.2). Kaya Skin Clinic, India has over

600,000 satisfied customers. All the services & products offered at Kaya are designed and

supervised by a team of over 160 dermatologists and carried out by certified beauty

therapists who undergo comprehensive training programs.

Figure No. 3.2 – Worldwide Footprint of Kaya Skin Clinics

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3.3 Histoical Development

2002 - Prototype of Kaya Skin Clinic was launched. The first 6 Kaya Skin Clinics launched in

Mumbai and New Delhi

2004 - First footprint of Kaya Skin Clinic in Middle East. Launched the first clinic in Dubai.

2008 - Presented Certificate of Excellence in recognition of Customer Service to Kaya Ltd.

2010 - Kaya Ltd. receives Master Brand Status by Chief Marketing Officer (CMO) Council.

2013 - Kaya Ltd. launched the first Kaya Skin Bar, a new product-forward retail concept in

Bangalore in January, 2013.

2015 - Awarded the “Aesthetics Chain of the Year - 2015” by Indian Salon & Wellness

Awards.

3.4 Lines Of Business

Marico Kaya Enterpises Ltd operates primarily in two formats viz. Skin Clinics and Skin Bars. It also sells skin and health care products though an e-commerce website. (See Figure No. 3.3)

Figure No. 3.3 – Kaya Lines of Business

Today, Kaya Skin Clinics are at the forefront of offering cutting-edge, world class services in

the areas of Anti-Aging, Pigmentation, Acne/Acne Scar reduction, Laser Permanent Hair

Reduction, etc. along with regular beauty enhancement services.

Kaya Skin Bar houses over 50 specialized Kaya products ranging from skin care needs to

specific skin concerns like acne, sensitive skin, pigmentation, aging, fairness, hair, etc.

Marico Kaya Enterpises Ltd

(MaKE)

Kaya Skin Clinics

Kaya Skin Bars

Retail Outlets

Kiosks

Shop-in-shopsE-Commerce

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4. DESCRIPTION OF THE PROJECT

4.1 PROJECT 1 : Evaluating Various Consumer Touch Points at Kaya Skin Clinics

The task was to visit four Kaya Skin Clinics in Mumbai as a mystery shopper and evaluate

various consumer touch points as a marketer’s perspective. The end result was a report of

consumer touch points for each clinic and recommendations to improve those. The project

also included studying the collaterals and pamphlets at the clinics, checking sufficiency of

such VM material at each clinic, recommendations regarding improving the current VM

material and recommendations for new VM material that can be included.

4.1.1 Clinics Visited

a. Kaya Skin Clinic, Kalaghoda :

Ground Floor, Oricon House, 14, K. Dubash Marg, Kalaghoda

b. Kaya Skin Clinic, Bandra :

Link Corner Building, 1st floor, Plot No. 231, TPS – III, Main Link Road, Bandra (W)

c. Kaya Skin Clinic, Hiranandani Powai :

Unit No. G4, Ground Floor, Trans ocean House, Hiranandani Business Park, Powai

d. Kaya Skin Clinic, Chembur :

Shop No. B1 And B2, Ground Floor, Harware Parekh Chembers, Ghatla Road, Chembur

4.1.2 Consumer Touch Points Evaluated

Following 12 Consumer Touch Points were evaluated for each clinic visited:

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4.1.3 Study Of VM Material Following points were evaluated for the VM Material:

Language and Ease of understanding the VM Material

Quality of VM Material

Quality of paper used and prints

Brightness and attractiveness of colours

Shape and Attractiveness of VM Material

Type of images used

Information on VM Material

Sufficiency of VM material

Any new VM material that can be included

4.1.4 Recommendations Regarding VM Material After the study of VM Material, following was the recommendation made:

Innovative designs can be included for the collateral like, Cut outs, collateral in shape

of Kaya Logo etc.

Prices, offers, number of sessions, duration of each service should be included in

each collateral.

Collateral for Q switch, Soprano and NdYaG can also be included along with

Thermage collateral. Thermage collateral are already present at the clinics.

Thermage, Q switch, Soprano and NdYaG are the popular technologies used at Kaya

clinics. Most customers are well aware of these technologies used.

Location and Use of Landmarks

Navigation using Google maps

Signage Visibility Facade

Reception Experience

Interaction with Staff

Waiting time handling

Interaction with Dermatologist

Communication of Details and Offers

Placement of VM Material

Sufficiency of VM Material

Product shelf placement

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Collateral for Bridal package can be included to increase awareness about the same.

There should be separate collateral dedicated to Services for Men. Kaya is mostly

perceived as a woman’s brand. Such collateral dedicated for men would increase

awareness about the services men can get done at the clinics.

A separate collateral for Hair care treatments and products. Most customers are

unaware of the fact that Kaya provides hair care treatment also.

Collateral about Kaya Skin Bars should be included as KSB’s are new to the country

and current Kaya customers should be well aware about them to increase product

sales among existing customers.

4.2 PROJECT 2 : Evaluating Current Online Listings of Kaya Skin Clinics Kaya Skin Clinics are currently listed on a few websites. Clinic details and service details have

been included with all listings. A lot of listings do not have correct addresses and contact

numbers. Wrong details might leave a bad impression on the prospect customers. Such

wrong details need correction. Most listings portray Kaya not as a dermatology,

cosmetology or skin care centre but as beauty parlours. Such descriptions need

modification. Correct details about Kaya and all its services need to be mentioned on the

websites. Also, a few clinics are not currently listed on the websites, such clinics needs to be

identified and listed.

4.2.1 Websites Under Consideration Following are the six websites on which the listings were checked:

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4.2.2 Data Checked Following data was checked for all the listings:

4.2.3 Rectification and End Result For Ziffi:

• Missing Listings and Listing Rectification Details sent to Ziffi corporate alliance

partner.

• All Listings have already been rectified.

• Details and Pricing of Beauty Facials added to all listings.

• Ziffi is starting Listing for Pune soon. Details of Pune Clinics sent.

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For GoogleMaps, JustDial, Sulekha, Practo, AskMe:

• Missing Listings and Listing Rectification report generated.

• Report forwarded to the Kaya IT team for direct rectification on these websites.

4.3 PROJECT 3 : Building Alliances With Online Consultation and Beauty Websites

There is a major digital revolution happening in healthcare in India and Kaya wants to be a part of it. A lot of online consultation websites have come through which doctors can connect online with patients and consult over text, lice chat, phone, email or video chat. The plan is to get Kaya clinics and services on such websites and have a team of Kaya dermatologists who will be consulting with patients online and recommending Kaya services. This would ultimately increase clinic footfalls. Also listings need to be made on beauty related websites to promote Kaya Beauty Facials. My task here was to directly connect with the founders or senior managers of such websites, built online alliances with them and get Kaya clinics and Kaya dermatologists listed on such websites. During my Internship with Kaya, I was the single point of contact from Kaya for these websites.

4.3.1 Trending Online Consultation Websites Numerous online consultation websites have come up in the recent years. However

following are the leaders in online consultation business (See Figure No. 4.1). The data has

been directly collected from the founders or senior managers of these websites.

Figure No. 4.1 – Leading Online Consultation Websites

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4.3.2 Status Of New Alliances

4.3.3 New Alliances Made

ONLINE CONSULTATION WEBSITES:

iCliniq.com

• Traffic per Month: 1,19,200

• Online Consultation over Video, Phone, Text

• Has Mobile Application

BookMyConsult.com

• Traffic per Month: 9,100

• Online Consultation over Video, Phone, Text, eMail

• Book clinic appointment

Listings Done on 5 New Websites

5 Details Sent to 6 New Websites For Listing

6 4 Websites On Hold For Further Discussions

4

11 Websites in Pipeline

115 Websites Ruled Out

5

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DoctorsCabin.com


• Online Consultation over Video, Phone, Text


Jeevom.com


• Online Consultation over Video, Online Audio, Email, Text


• Medicine Delivery


DocMeet.in


• Online Consultation over Video, Phone, Text, eMail

BEAUTY WEBSITES:

VBooky.com


• Find and book salons


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Beaupal.com

Traffic per Month: 1,81,400

Salon Listing

Twss.in

Traffic per Month: 21,400

Book service online

BookMeIn.in


Book service online

MOBILE APPLICATION FOR LIFESTYLE NEEDS:

Zapstir

500 Downloads

Clinic Listings

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Perkkx

Perks and benefits exclusively for the employees of leading corporates

ONLINE CONSULTATION WEBSITES ON HOLD FOR

FURTHER DISCUSSION:

Lybrate.com


Online Consultation over Text and Live Chat

Book clinic appointment

Has Android Application

eVaidya.com


Online Consultation over Video, Phone, Text, eMail

Book clinic appointment

DigiClinic - Virtual consultation Kiosk in KSB

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iClinicCare.com


Online Consultation over Video, Phone, Text, eMail

Monthly Health Camps in Corporates

Has Android Application

MyDermacy.com


Specializes in Dermatology, Skin and Hair

Online Consultation over Text

4.3.4 Websites In Pipeline Following 11 websites are still in pipeline and need further discussion:

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4.3.5 Websites Ruled Out

MyLifeCare.com:

They have paused new listings due to modification work going on, on their website.

MedicalSecondOpinion.com:

It is a portal only for doctors, not clinics. Not useful to promote Kaya as a brand.

DoctorKePass.com:

Video consultation doesn’t work efficiently.

MeraDoctor.com:

They have internal doctors to handle queries and do not correlate with other brands.

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OnlineSkinSpecialist.com:

Only two doctors handle all queries.

4.4 PROJECT 4 : Marketing Plan for Kaya Bridal Beauty Packages The task was to build a Below the Line (BTL) and 180 degree Marketing Plan for Kaya Bridal

Beauty Packages to promote it to the niche market over online and offline platforms.

4.4.1 Executive Summary 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 inside out stand

out. There are different packages for different Skin types and different Effect Durations (See

Figure No. 4.2). There are different plans for the bride, the groom as well as the bride’s

mother and friends. The plan is to interact with the Groom or Bride when they are thinking

of getting married.

Figure No. 4.2 – Kaya Bridal Beauty Packages

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4.4.2 Goals And Objectives

Increase Awareness about Kaya Bridal Packages

Promote Kaya Bridal Beauty Package online and offline

Win New Customers

Make More Revenue from Bridal Packages

4.4.3 Market Trends

More attention to Personal Beauty

People are spending more Money on Weddings

Brides want to Look Perfect on their Wedding Day

Increase in Number of Working women

Men are paying More Attention to Skin Care

Increase in number of Make Up and Skin Salons

4.4.4 Competitive Situation

Skin Care Clinics like VLCC

Franchised Salons like Enrich, Lakme

Independent Salons

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4.4.5 SWOT Analysis

Strength

*Rich ingredients used

*Positive Results

*Well trained employees

*Flexible packages

*Brand Kaya

Weakness

*High Priced

*Less awareness about Bridal packages

Opportunities

*More beauty conscious

*Brides want to look perfect on wedding

*People willing to spend more money

Threats

*Competitors – Skin Care Clinics like VLCC, FranchisedSalons, Independent Salons

*MAKE UP

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4.4.6 Segmentation and Targeting

GEOGRAPHIC SEGMENTATION:

DEMOGRAPHIC SEGMENTATION:

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PSYCHOGRAPHIC TARGETING:

4.4.7 Positioning The Bridal Beauty Packages can be positioned using the following three points:

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4.4.8 Promotion Platforms Following are the Online Platforms over which the Bridal Beauty Packages can be promoted:

Data collated for Online Platforms: Business Name, Business Description, Website/URL, Popularity, Contact Information and Price Estimate. Following are the Offline Platforms over which the Bridal Beauty Packages can be promoted:

Data collated for Offline Platforms: Business Name, Business Description, City Website/URL, Contact Information, and Price Estimate

Wedding Blogs and Websites

Beauty Websites Fashion BlogsMatrimony Websites

EtailersHoneymoon

Travel PackagesFacebook Pages Twitter Pages

Instagam Pages Pinterest PinnersYoutubeChannels

Referral Discounts

Wedding Magazines

Bridal Make Up Salons

Wedding Venues Trousseau Stores

Jewellery storesWedding Planners

CaterersTent House and

Decorators

Wedding Photographers

Invitation Card Dealers

Wedding Cake Bakery

Bridal Shows and Expos

Wedding Malls Television Shows

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4.4.9 Detailed Promotion Plan

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FOR THE GROOM

Because Promotion Platforms for Men are Different

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5. CONCLUSION AND END RESULTS

5.1 Limitations and Constraints

For evaluation of consumer touch points, study could only be done for four clinics in

Mumbai city only.

Rectification of listings on websites could not be checked personally due to time

constraint.

Contact could not be established with a few prospect online consultation websites

due to unavailability of the concerned person.

Online booking of Kaya Skin clinics could not be made directly through consultation

and beauty websites due to centralized clinic booking system of Kaya.

The Marketing Plan for Bridal Beauty packages could not be implemented during the

internship duration due to re launch of the Bridal packages in the coming months.

5.2 Overall Recommendations

Enhancement of Consumer touch points for the clinics visited.

New VM Material and collaterals that can be introduced.

Changes required in previous online listings of Kaya Skin Clinics.

New online consultation and beauty websites on which Kaya Skin Clinics can be listed

to increase business.

Online and Offline platforms with which tie ups can be made to promote Kaya Bridal

Beauty Packages.

5.3 Observations and Learnings

Understanding the Kaya business.

Visual Merchandising of a store.

Various consumer touch points in the service business.

New contacts in online consultation and beauty website business.

Creating a Below the Line marketing plan.

Selecting online and offline promotion platforms for niche markets.

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5.4 Future Scope Of The Project

Evaluation of consumer touch points of all Kaya Skin Clinics in India.

Design and release of new collaterals recommended.

Checking the listings rectified on Google Maps, Justdial, Sulekha, Practo, Ziffi and

AskMe.

Checking the new listings made on newly affiliated websites.

Follow up with online consultation and beauty websites in pipeline.

Establishing contacts with promotion platforms for Bridal Beauty Packages.

Actual implementation of marketing plan for Bridal Beauty Packages.

6. REFERENCES

www.maricokaya.com

www.kayaclinic.com

www.google.com

en.wikipedia.org

www.alexa.com

www.trafficestimate.com

www.weddingplz.com

www.matrimonydirectory.com

www.indianweddingsite.com

www.shaadisimplified.com