PALAN AD AGENCY

PROJECT ON VICCO TURMERIC

ZZZzz….

INDUSTRY OVERVIEW• Total market share of fairness creams –

700 crores• Key players– HLL’s Fair & Lovely – market leader – Cavin Kare’s Fair ever– Emami

• Minor domestic players– Himalaya– Ayur– Dabur– Biotique– Fem– Everyuth

ABOUT VICCO

• Founded in 1952 by late Shri. K.V.Pendharkar.

• Production units at Dombivli, Nagpur and Goa

in India

• 15% of company’s total production goes to

overseas market.

• Ayurvedic products

• Exports : U.S.A, Canada, Mexico, Surinam,

Africa, Mauritius,Fiji,Saudi Arabia,Kuwait.

MISFIRE

• Early positioning - “To be brides”

• Poor promotion

• Monotonous Packaging

• Lack of variety in products

• Core competency – not concentrated on

• Coping up with changing times

CLEAR EVIDENCE

• Ads of Vicco Turmeric cream

SOLUTIONS

• Reposition the product

– Vicco turmeric cream - target the people who

wish for a glowing, healthy looking skin.

• Packaging– A better packaging to build brand equity and drive

sales – Modern look

• Poor promotion

– Take advantage of high brand recall

– Maintain the same catchy jingles

– Competitive advantage appeal and emotional appeal

for advertisement

– Ads can be displayed in more channels

– Promotional activities – offers, discounts, samples, etc

can be given

– Point of purchase displays

– Rejuvenate the brand (brand makeover with a hype)

• Variety of products– Capture the market for men

• Core competency – not concentrated on

– Ayurvedic contents

– First move advantage

• Coping up with changing times

– Instill a feel of empowerment and motivation in

women

– Cultural change and life style

BRAND AMBASSODARS

SHRUTHI HASSAN IMRAN KHAN

THANK YOU!!!