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Submitted By,

Group-04 | Marketing | Batch 2014-2016

Kashyap Shah | Abhishek Rawal | Anubhuti Gupta |

Vrinda Jain | Akash Dhar| Apoorva Namjoshi

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Story Behind

The inception of Emami Group took place way back in mid-seventies, in West Bengal, when

two childhood friends, Mr. R.S. Agarwal and Mr. R.S. Goenka left their high profile jobs as

Chartered Accountants, with the Birla Group to set up Kemco Chemicals, an Ayurveda

medicine and cosmetic manufacturing unit in Kolkata, in 1974.

It was an extremely bold step in the early seventies when the Indian FMCG market was still

dominated by multinationals. Several such companies headquartered in Kolkata were

considering shifting out of West Bengal due to labor unrest and political problems.

A dream of reaching out to the Indian middle class; a target audience whom they thought will

have increasing potential for consumption, the company started manufacturing cosmetic

products as well as Ayurvedic medicines under the brand name of Emami from a small office

(still retained) in Kolkata’s business district of Bada Bazar. Their consumer insight is reflected

today in the mission statement of Emami Limited: "Making people healthy and beautiful

naturally".

Differentiate or die. Innovate or perish

This is what set the ball rolling when the partners launched Emami Talcum, Emami Vanishing

Cream and Emami Cold Cream and glycerine soap, which were great favourite brands with the

quality conscious consumers in the mid-seventies. The company soon became adept in selling

beautiful dreams to Indian women interested in finding their own identity. The signature tune

of Emami played over radio and TV became a household favourite.

In the early days the two friends used to go around places and sell their cosmetics from shop

to shop. They piled their goods on hand pulled rickshaws and went on distribution drives

making their brand extremely popular, available and acceptable among consumers.

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The first-rate quality of the products soon created a consumer pull and gradually some people

were hired to work for them. A chain of distributors was established and the sale of Emami

products spread from West Bengal to rest of Eastern India and gradually to other states.

Acquiring Himani Ltd

In 1978, Himani Ltd (incorporated as a Private Limited Company in 1949) had become sick

unit and was up for sale. Himani, almost a 100 year old company with good brand equity in

Eastern India and a well laid out factory in Kolkata, was producing a number of cosmetics. Mr.

Agarwal and Mr Goenka realized the opportunity and acquired Himani though for their young

organization it was a tough task to mobilize resources for buying a sick unit and even tougher

to turn it around to a profitable venture. The degree of financial risk involved was enormous

considering the small capital base of the company in those days. However they decided to go

ahead with the deal which later on proved to be the turning point for the organization.

Introducing power brands - Boroplus and Navratna

Production of various health care items and toiletries based on Ayurvedic preparation had

begun in the Himani factory. Ten years after commencement of the company, it launched their

first flagship brand Boroplus Antiseptic Cream under the Himani umbrella in 1984. Many

additional brands followed Boroplus including Boroplus Prickly Heat Powder which came as

a brand extension of the mother brand. Emami brands started selling in all states of North, East

and West India. Today Boroplus is not only the largest selling Antiseptic Cream in India but

also in Russia, Ukraine, and Nepal.

Nineties was very eventful for Emami. The next flagship brand of the company Navratna Cool

Oil came in the nineties under the Himani Umbrella and the second factory was opened at

Pondicherry to expand production. Navratna over the years has become market leader in the

cool oil category. The introduction of new brands continued and the distribution network of

the company was extended to South India with Navratna spear heading the process.

Public issue

In 1995, Kemco Chemicals, the partnership firm was converted into a Public Limited Company

under the name and style of Emami Ltd. In 1998, Emami Ltd was merged with Himani Ltd and

its name was changed to Emami Ltd as per fresh certificate of incorporation dated September1,

1998.

In 2000, with a view to concentrate on its core FMCG business, Emami's investment

undertaking was demerged and Pan Emami Cosme Ltd. issued its fully paid up shares to

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shareholders of Emami in the ratio of 1:1. In 2003 a new factory unit was set up at Amingaon,

Guwahati. A Public Issue of 50 lacs Equity Shares of Rs2/- each at a price of Rs. 70 followed

in 2005. The issue was oversubscribed within few seconds of its opening with an overall over

subscription of 36 times of the issue size. The share price sold at Rs. 70 today is quoted in the

stock market as over Rs.1250.considering all the aspects.

Global footprint

Taking one step at a time Emami went overseas and international business contributes around

12% of the total revenue, growing at a CAGR of 19% over last five years. Emami has five

international subsidiaries and its global reach extends to more than 63 countries including

India, SAARC, GCC, UK, Sri Lanka, Bangladesh, Nepal, African and the CIS countries.

Beauty secrets and amazing array of ambassadors

In 2002 Emami roped in film actor Madhuri Dixit as brand endorser of a full range of its

cosmetics including hair oil, sunscreen lotion, shampoo, fairness cream and talcum powder.

The products were formulated after intensive research and inputs from both Madhuri Dixit.

The actor had been collecting beauty secrets from across the globe, and the company decided

to brand the cosmetics the ‘Beauty secrets by Madhuri’ range. While it is yet another first in

Emami’s ‘first’ list it is also the first time in brand history that an endorser co-owns a brand.

Emami has successfully established its brands through strong celebrity endorsements. In a

market where competition is intensifying, product lifecycle is shrinking and strategic

management of a company is gaining pivotal position Emami’s inclusion of celebrities as brand

ambassadors established that it strictly relies on its own unique method of retailing.

It is the only brand in the country to have both Amitabh Bachchan and Shah Rukh Khan as

endorsers for the same brand, Navratna. The concept of brand endorsement by celebrities was

successfully experimented in case of most of the brand launches. To name a few celebrated

and acclaimed entertainment and sports personalities who have endorsed Emami products over

the years-

A pioneering story- launch of Fair and Handsome

In 2005 Emami created a marketing history in India by launching Fair and Handsome, the first

fairness cream for men. In a tropically harsh country like India, a fairness cream for men

represented an unexplored opportunity. Emami created a completely new market segment by

introducing India’s first fairness cream customised for men.

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Travelling the region and by interacting with a host of retailers and intermediaries Emami

discovered that 30 to 35 per cent of users of fairness creams are men, with a growing interest

in personal grooming. The sales of Fair and Handsome in its first year had touched around Rs

50 crore. Another feather on the cap was when Emami roped in Bollywood superstar Shah

Rukh Khan to endorse the brand, targeting the male fairness cream market in India which

immediately made the brand even more popular and trusted by the consumers.

Consumer healthcare division

In 2006 the company decided to introduce a Health Care Division and a number of new brands

of Ayurvedic OTC medicines. The company has taken up the challenge of growing this new

division with a dedicated and enthusiastic team working on this project.

Acquiring a heritage brand - Zandu

Emami Limited with an investment of Rs 730 crore acquired Zandu Pharmaceuticals Works

Ltd on the basis of huge business synergy between Zandu and Emami. Post the acquisition of

Zandu Pharmaceuticals, a century old household name in India, some of its prominent brands

like Zandu Balm, Zandu Chyawanprash, Zandu Kesri Jeevan, Zandu Pancharishta, Sudarshan

and Nityam Churna came under Emami’s basket of brands.

Sustainable growth and excellence

In 2006, J B Marketing & Finance Ltd., the erstwhile marketing company of the Emami Group

merged with Emami Ltd. and the total turnover of Emami including sales in domestic and

export market stood at Rs 518 crores at the end of the fiscal year 2006-07.

Within four decades, the company Emami Ltd has a turnover of Rs. 2217, the flagship company

of the Rs.10, 000 crore Emami Group.Recently Emami Ltd acquired the 'Kesh King' brand of

hair and scalp care products from SBS Biotech, one of the largest deals in the segment in recent

times. It will include the Kesh King portfolio of hair oil, shampoo and Ayurvedic capsules.

They employ 2600 people, reach out to 34 lakh retails outlets through a network of 2800

distributors and have invested in seven plants, four regional offices, 1 overseas unit, nine

overseas subsidiaries and 32 distribution centers across India.

Today, Emami Limited is led by Mr. R S Agarwal and Mr. R S Goenka with the help of the

second generation Promoter Directors from the two families.

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Opportunity Scan

The dark clouds of sales growth of the last few years appear to be clearing. We expect a steady

recovery over the next few years. While we don’t expect growth rates to touch the levels we

saw in 2010, we do expect the numbers to improve. The primary factors expected to drive a

spurt in sales are a stronger GDP and rise in employment. An increase in the rate of availability

through distribution expansion is also expected to support sales growth.

WHAT THIS MEANS

While marketers may not have direct control on macro-economic factors, they do have control

on the other marketing variables which have emerged as key drivers of sales, giving them

enough latitude to fuel brand and their company growth.

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DISTRIBUTION REMAINS A PRIORITY:

Distribution expansion emerging on the top of the pile is perhaps intuitive, but we now know

just how important it is. Given that an overwhelming majority of sales still move through

traditional trade, availability of products in stores will continue to drive sales to a large extent.

While distribution expansion should remain a priority, equally important, if not more, is

reaching the right stores. A blanket approach to store expansion might not help; going to stores

which matter more for the respective category and brand, will make all the difference in

maximising returns and growth. It is well-known that a small proportion of stores account for

a large proportion of sales; hence going to these stores and ensuring presence and avoiding

churn will play a pivotal role.

INNOVATIONS THROUGH SACHETS AND THE RIGHT ASSORTMENT:

Sachets come with a low outlay, and as we have seen from the drivers of sales, they are integral

in driving trial, penetration and sales. Sachets also help in recruiting new stores as a part of

distribution expansion. This, when combined with the established importance of consumer

driven innovations, can lead to a potentially promising idea. Marketers now need to boldly

innovate and come out with appealing packs which are affordable and can get consumers into

the fold. Given the economic environment, affordable low volume packs will play an important

role in driving consumer adoption and sales.

This also points to a larger theme of assortment. Based on our experience with FMCG and with

sales drivers, we have seen assortment playing a critical role. Sachets/ low volume packs are a

part of this theme and stand out as a key driver given the nature of the Indian market and

purchase dynamics. Therefore, marketers will be better served by focusing on the broader

agenda of getting the right assortment as well. Going one step further, getting the right

assortment of SKUs in the right stores will make an even bigger impact.

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Product Life Cycle: Emami Limited

When companies think of product life-cycle management (PLCM), they always think of a

product’s introduction stage, its growth stage, its market saturation (peak) stage and its decline

stage. During each of these stages, a company typically follows a set path in terms of its pricing

strategies. That is of course, unless you’re Emami Company. What did Emami do with its

Navartna products, Navartna Oil has reached the maturity stage and most profit is earned by

the market as a whole. At this stage Research and Development is likely to be restricted to only

product modification or product improvement. This also improves production efficiency and

quality of the product itself.

Companies are in business to make a profit. Lowering price now, and then increasing pricing

later to make up for any previous losses, is not a strategy you should adhere to. In essence,

they’ve treated their customer as a mechanism to sell more lucrative products. They then

controlled that profit by controlling content from feedback of customer.

Most product introductions and life-cycles follow the four aforementioned steps of

1) An introduction stage,

2) A growth stage,

3) A peak stage and

4) A decline stage.

In some cases, there's a fifth stage where a product experiences a rebirth of sorts. In the case of

Emami, they slow down their introduction stage and they introduce new product in order to

secure a large portion of the health care and beauty industry.

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Product Life Cycle

Introduction Stage • The first stage of Product Life Cycle

• Identical to Commercialization or the last stage of the new product development

process

• Profits are often low in this stage.

• Length of introduction stage varies.

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Growth Stage

• Increasing sales, more competitors and higher profits.

• Competitors are beginning to enter market more rapidly.

• Number of distribution outlets begin to increase.

Maturity Stage

• Number of potential new customers decline and sales of a product typically begins the

level off.

• Competition causes profits to fall until the strongest competitor is standing.

• Longest stage in the PLC.

• Companies look for marketing strategies to market their product.

Decline Stage

• Sales decrease and continue to drop to lower levels

• Companies decide whether to harvest the product or divesting the product

Product Life Cycle of Emami Ltd

Introduction Stage

He Deo

Emami 7 oils in one

She Ultra

Nityam Churna (Laxative)tablet,

Vigorex

Emami Vasocare

Growth Stage

Navartna Cool Talk

Fair and Handcome

Sona Chandi Chyawanpras

Zandu Kesri jivan

Fast Relief

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Maturity Stage

Navartna oil

BoroPlus

Zandu & Mentho Plus

Decline Stage

Navratna Extra Thanda Oil

Malai Kesar Cream

Extension

Navartna Extra Thanda Oil

Fair & Handsome instant Facewash

Zandu gel Balm Junior

Zandu Balm Ultra Power

Hierarchy of customer value:

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1) Core benefit

it is service or benefit the consumer is buying. In our product i.e. Fevicol the customer is

buying the adhesive quality of Fevicol. Usage of Fevicol will keep the object intact and safe

for use (furniture, stationary and other household usages).

2) Basic Product

it includes offering to a customer. It includes mandatory requirements in a product. Fevicol

provides adhesive strength by its usage and is easy to use. Which is actually basic

requirement in the case of an adhesive which is replacing Animal fat (saresh) as an adhesive.

3) Expected product

it comprises of attributes and conditions that customers expect when they purchase a product.

So when a person is using product like Fevicol a brand synonym to adhesive, consumer will

expect it to safe for usage as it is used by people of all age groups. It should be very effective

as mostly once applied it's very expensive to use it again.

4) Augmented product

it is added benefits and services that satisfy the customer beyond their expectations. To

delight customers by exceeding their expectations. The availability of the Fevicol in various

packaging and ease of availability through 6000 retailers across India make it good choice for

customer.

5) Potential product

At fifth level stands the potential product the marketer need to search for the future

operation in this case too Fevicol scores because they are already working on various

products like Fevicol Marine, which can be used underwater and Fevicol Speedx, which

binds things very quickly have been welcomed by the respective customers.

Navartna Oil:

Core benefit : Shine and lustre, Reduce hair Loss, Relieves headache,

Basic Product : Strengthens hair protein, Relaxes mind

Expected product : keep head cool and provides you sound sleep, Shine and lustre

Augmented product : Available in Small sachets, availability through retailers across the

India

Potential product : Navartna Cool Talk, Navartna extra Thanda,

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Boroplus Antiseptic Cream:

Core benefit : Moisturising Skin

Basic Product : Skin Care, Smoothness skin

Expected product : Prevent skin in winter, Sun Protection

Augmented product : Easy to use, smooth and beautiful skin, lips, elbows and feet, Nice

Smell

Potential product : Boroline, Boroplus Anti-Pollution Face Wash with Nature Shield

Complex

Fair and handsome: “Dikho zyada Handsome”

Core benefit : Beauty and Fairness

Basic Product : Skin Care, Fairness of Skin.

Expected product : Prevent from Sun rays, Pollution Control

Augmented product : Pimple free,

Potential product : Five in one solution Face wash

Zandu Balm:

Core benefit : Stress Relief

Basic Product : Stress Relief of body muscle and joint

Expected product : Fast stress relief

Augmented product : Easy to use

Potential product : Zandu Gel Balm Junior, Zandu Balm Ultra Power

He Deodorant:

Core benefit : Fresh nesh & prevent body’s smell

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Basic Product : Coolness, Nice Smelling from Body

Expected product : Give Extra image towards others

Augmented product : Easy to Spray

Potential product : She Ultra

Marketing Mix / Promotional Strategies adopted by Emami Ltd (over the time)

Positioning is used as a communication tool to reach target customers in a crowded market

place. They claimed that the easiest way to occupy a consumers mind is to be the first and much

more difficult to remember who is second

Emami, once small-time manufacturer of ayurvedic medicines and cosmetics, is doing just the

same. it is making a habit out of entering small, niche segments, developing them into lucrative

business propositions and subsequently, spending big on advertising and marketing to retain a

substantial share of the market in the face of growing competition

Let’s talk about some emami brands that created niche categories which turned out to be:

The Zandu effect

In 2007-08, Agarwal's father aggressively pursued the Zandu acquisition despite some

misgivings within the Emami family on whether he was spending too much to buy the

Ayurveda Company. In the end, he spent Rs. 732 crore to buy Zandu, and Agarwal says it has

been the perfect fit. "Our products are based out of Ayurvedic/natural formulations and Zandu

is a strong Ayurveda/natural herbal brand," says Agarwal.

"Zandu is a popular brand that we have taken a decision to bring all our healthcare, herbal and

natural products under and a foreign consultant is helping us do that," he points out. Emami

has products like Sona Chandi Chyawanprash and Himani Fast Relief, which would once

compete with Zandu Balm, the undisputed leader in the category.

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Like all the other Emami power brands including Boroplus, Navratna and Fair and Handsome,

Zandu too will see an aggressive adspend. "We want to promote and consolidate the Zandu

umbrella and make it a national brand," says Agarwal.

Mohan Goenka, director and son of Co-chairman RS Goenka, points out that Zandu is the

single largest pain reliever brand in India despite the presence of products like Moov and Iodex.

"Zandu was losing focus before the takeover, but now it has been re-energized," he adds. From

sales of Rs 140 crore in 2007-08, it has nearly doubled to Rs 270 crore already by FY13.

The other brand which is growing aggressively is MenthoPlus, especially in the rural market,

says Goenka.

It is worth Rs 98 crore now, but it has a potential to grow as 90 percent of the sales come from

only three states-Andhra Pradesh, Karnataka and Tamil Nadu.

Fairness cream gamble

In 2005, Emami entered another uncharted territory.

"In 2005, we launched a fairness cream for men because market studies showed that 30 percent

of males were covertly buying fairness creams for women. We launched in 2005 and the

competition in the form of Lever, Garnier and L'oreal joined the fray from 2006. The market

is growing faster than the female creams but that's perhaps because of the low base," says

Goenka

Fair and handsome is a Rs 200 crore brand now. Emami has 60 percent market share followed

by Lever (30 percent) and Garnier (20 percent), according to market estimates. The category

got a huge boost when celebrities were roped in to showcase the product, from SRK for Emami,

John Abraham for Garnier and Arjun Rampal for Nivea.

There's a lot of potential for growth because recent data shows that 22 percent males still use

female fairness creams, says Goenka.

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The brand touched Rs 100 crore in the first 3-4 years. "The entire male grooming sector has

opened up and the celebrity endorsements have a lot to do it. We have spent Rs. 45 crore on

Fair and Handsome last fiscal for ads and celebrity appearances. It's a new category, so

investments are required to build the brand," adds Goenka. The brand created a segment in Rs

1,400 crore fairness cream market. Fair and Handsome has become a Rs 100 crore-plus brand

with 84 per cent share in the Rs 137 crore domestic men’s fairness cream market, according to

Emami’s annual report.

Navratna Oil

It is Emami’s largest brand that is positioned as a ‘therapeutic cooling oil’, the company has

followed a similar paradigm of developing a niche segment . Launched in the early nineties,

the brand continues to enjoy around 48 per cent market share of the Rs 550 crore ‘cool oil’

category.

The Navratna Oil is a Rs 600 crore brand and in three years, Emami expects it to become a Rs.

1,000 crore one. In fact, the variant, Navratna Cool Talc that it launched five years ago, is

already a Rs 100 crore plus sub-brand, 'and extensions are one way of growing it,' says

Agarwal.

Navratna Cool Talc recorded an 80 percent growth in FY13. The brand expects to touch a

minimum of 25 percent year-on-year growth despite the talcum powder segment in India

having hit a near saturation point, he adds. Navratna Cool Talc has a market share of 18 percent

in the Rs 430 crore cool talc sub-segment of talcum powder.

"There is potential in launching variants but we won't launch too many because we don't want

to dilute the equity of the mother brands," he adds.

In FY13, flagship Emami Ltd's turnover was Rs 1,700 crore, and down the years the group,

with a combined turnover of Rs 6,000 crore, has grown primarily by being present in segments

which have little competition to begin with.

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Boroplus Antiseptic Cream: Flagship brand of Emami, Boroplus, now marketed as ‘India’s No.

1 antiseptic cream’, accounts for about 74 per cent of the Rs 269 crore boro creams segment in

the country

Conclusion:

Taken together, these three brands – Fair and Handsome, Navratna Oil and Boroplus Antiseptic

Cream – contribute about half of Emami’s total revenues

The strategy of creating a niche segment and being the first mover have really paid very well

for Emami because MNCs don’t to enter small or non-existing segments or until the segment

gains a certain size and seems profitable to enter.

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Category attractiveness:

Product Name Market Size (USD

Millions)

Product category

Composition (%)

Market Share

(%)2015

Navratna Oil 117 21% 65

Boroplus Cream 69 14% 76

Fair & Handsome 59 9% 59

Navratna Cool Talc 69 5% 27

others 51%

Total Revenue (2015) 369 100%

Category attractiveness

Aggregate Factors

Market Forces

Environmental Factors

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Personal Care category of Emami is worth USD 369 Million.

Navratna oil contributes 21% to the overall revenue of the company.

Branded hair oil business - > 5500 crores

Cool hair oil – 10% of branded hair oil 7& growing at the rate of 15% annually.

Navratna, (Rs 300-cr brand) which is known nationally for its ‘Thanda-Thanda, Cool-Cool’

campaign, has 70% market share in the cool hair oil category, has had a free run so far. And it

has been doubling its sales for the last three years even though it is among the costliest hair oils

(Rs 25 for 50 ml and Rs 47 for 100 ml) in the therapeutic segment in India. (Emami – an Rs

700 crores company)

FMCG major Marico has a dominant 50 %-plus market share in the branded hair oil segment

with two best-sellers: Parachute and Nihar.

Emami’s Rs 300 crore brand may be facing tough competition soon with FMCG majors now

gearing up to try their luck once again in the category.

Marico, for example, is currently prototyping two differentiated cool oil variants – Nihar

Naturals Coconut Cooling Oil in Bihar and Parachute Advansed Coconut Cooling Oil in

Andhra Pradesh. The last one is significant as Emami will for the first time face tough

21%

14%

9%5%

51%

Product Category Composition

Navratna Oil

Boroplus Cream

Fair & Handsome

Navratna Cool Talc

others

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competition from a seasoned player in its stronghold – the southern markets where Navratna

enjoys a virtual monopoly with a market share of 98 %.

Dabur also joined the fray recently with its Super Thanda hair oil priced at Rs 47 for 100 ml,

in addition to Re 1 sachets. This again is significant as almost a third of Navratna’s sales come

from the semi-urban and rural markets through Re 1sachets.

Emami’s current strategy:

Emami, which launched the Navratna brand in the early 90s, will continue to cash in on its

first-mover advantage and is focusing on the health aspect – the oil has just graduated from just

a ‘Thanda-Thanda, Cool-Cool’ relief positioning to a stress buster that gives relief from

headaches, insomnia, tension and fatigue.

Emami is in fact looking at a 15-20 % growth this year. The company has gone in for brand

extensions as well. Apart from Navratna light oil and Navratna extra thanda oil which help

keep the buzz going, the company has also gone in for Navratna cool talcum powder and

deodorant talcum powder

There strategy is to create sub-brands and brand extensions building on ‘cooling’ as one of the

strategies to create a larger brand recall. So, in future too, they will try and introduce products

and build on this successful ‘thanda-thanda, cool-cool’ concept.

New products: EMAMI

He Deo

She Sanitary Napkin

Emami golden beauty talc

Emami natural fair

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He: Deodorant

“He” Deodorant has a slew of interesting fragrances bottled in 6 variants:

SMART : Citrus

Confident : oriental

Recharge : fougere

Ruler : woodie

Extrovert : marine

Magician : musk families

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The fragrances are subtle, yet offer strong & long lasting effect on users, making them feel

macho, energetic, confident and full of vitality. The anti-bacterial property of the

deodorant will also help to keep them refreshed throughout the day.

Bollywood superstar Hrithik Roshan has been roped in as brand ambassador, which

complements the brand’s promise—‘Be Interesting’.

In life all the thing can be done in a boring way or an interesting way.

HE believes that only those who attempt the absurd will achieve the Impossible.

You have only one life to live. You need to take your chances. And not wait.

HE is for those people who want to make things happen. Not let them happen.

HE believes that life is about living your dream and wearing your passion.

HE brand has been positioned as:

HE IS NOT FOR EVERYONE

HE IS NEVER BORING

HE IS NEVER DULL

HE IS INTERESTING

HE IS YOU!

SHE Comfort Sanitary Napkins

Emami Limited has recently acquired She Comfort brand and has made an entry in to the

Feminine Hygiene category. The brand is aimed at every girl wishing for a no-tension, rash-

free, hassle-free period.

She Comfort understands her needs and takes away the discomfort with its superior

technology. Its cottony soft wings give you a rash-free period. Its superior absorption

technology keeps you comfortable and dry for a long time.

She Comfort offers a wide range of options, suitable for every girl’s needs.

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Emami Golden Beauty Talc

Golden beauty Talc has two variants:

The luxury of French Perfume with the treasure of six ancient herbs in a French formula

leaves the skin fresh, soft and silky.

Emami Natural Herbal Fairness Cream

Naturally Fair has guaranteed real pearls and active herbs. Formulated by Emami Herbal

Research, it is 100% herbal. Real pearls and liquorices disperse melanin and provide sunscreen.

Other rare herbs nourish the skin and protect against environmental pollutants.

Result, a fairer, younger you with a pinkish, glowing skin.

Moon Drop French

Perfume

Alpine Dew French

Perfume

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Perceptual Map:

1. Emami and Marico are perceived more towards the herbal category

2. HUL and P&G form a cluster with an inclination towards non herbal

3. HUL and P&G are perceived to be widely available over other brands

4. Despite a robust distribution system of Emami & Marico, it is relatively considered less

available over other brands.

5. The reasons could be unfamiliarity of the Emami products in the market.

Note: For process of perceptual map creation please refer the attached excel

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Attribute Model | Determine the importance of the attributes and calculate their weights (primary data)

The following attributes are considered in FMCG industry

3 attributes of FMCG

Attribute 1 Packaging Sachet Bottle

Attribute 2 Product Type Cosmetic Healthcare

Attribute 3 Brand Name Emami Marico

Based on the survey conducted at departmental stores / supermarket, the total score equation

has been calculated for Emami and Marico as follows:

Total Score = 0.01(brand) +0.07(packaging)+0.53(product type)

Based on the relative importance of the attributes (weight of each attribute) and the rating

obtained for each attribute, a combined score can be obtained through the product of two rule.

This is termed as the “Compensatory Rule” since the weakness in one attribute if brand or

product is counterweighed by the strength of the other attribute.

Please refer to the attached excel for detailed process of the Attribute Model-.

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Brand Image, Identity & Model

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Understanding latent needs of consumers which were never

catered by other competitors

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