Vicco Turmeric Skin Cream Parent Company Category Sector Tagline/ Slogan Vicco Personal care- Skin care

FMCG Twacha ki raksha kare vicco turmeric Ayurvedic cream Combined goodness of Turmeric which protects from UV rays and sandalwood oil which provides coolness STP Segment Target Group Herbal skin cream Entire middle class family Being pure and natural, with all the wonderful attributes of turmeric and sandalwood oil, Vicco Turmeric Cream gives the skin a radiance that mere cosmetics can't hold a light to SWOT Analysis 1. Strong brand recall- it being amongst the first to advertise, sonic branding has been very successful, people still remember it by its jingle 2. Totally Ayurvedic enriched with natural do-good ingredients 3. A multipurpose cream that not only protects skin from damage through pimples etc but also revitalizes the skin 4. Good availability and distribution due to strong parent brand Strength 5. Strong legacy of the brand makes it very popular amongst the consumers 1. No new advertisements for the product, the effect of old ads have faded away by now 2. It is comparatively high priced and not many SKUs at different

USP

Positioning

Weakness

price points are available 3.The antiseptic proposition is alone not sufficient to compete in mass market skin care category 1. Introduce brand extensions to occupy more shelf spaces and increased visibility 2. Start fresh advertisements with the same jingle to establish its position back into consumer minds 3. Making it available in smaller SKUs and at varied price points will help increasing the consumer base 1. Intense competition leading to frequent value for money deals & discounts 2. Distribution problems due to the cluttered segment & scattered market Threats 3. Spurious look-alike brands Competition 1. Boroline 2. Borosoft Competitors 3. Himani Boroplus

Opportunity

VICCO: VICCO VISHNU INDUSTRIAL CHEMICAL COMPANY FOUNDATION OF VICCO: The VICCO Group Founded in 1952 by late Shri K.V.Pendharkar, The VICCO Group has emerged today as makers of the best internationally known products of the Ayurveda, the ancient Indian system of natural medicines. Under the able guidance of Shri. G.K.Pendharkar, Chairman, the company has established strong foothold in almost every developed country in Asia, Europe, America, Africa and Australia Today, 50 years later, the group stands majestically as a grand conglomerate of 13 companies.For its founding father, the Pendharkar, it has been indeed a long journey FOUNDATION OF VICCO Characteristics of Vicco Product: Trigger points Prices are much higher than other herbal product Irrelevant advertising Wrong positioning Cost of raw material Coping up with changing times Characteristics of Vicco Product Prices are much higher than other herbal product Irrelevant advertising Wrong positioning Cost of raw material Coping up with changing times Vicco Toothpaste: Vicco Toothpaste This is nature's perfect dental care. The pure extracts of 20 herbs and barks, tested over generations, have been blended into a potent combination that not only cleans teeth, but also protects and strengthens them. Vicco Vajradanti offers this unique formula in a dental care paste that has natural astringent, antiseptic, and analgesic properties. These ingredients also stimulate and reinforce gums, while resisting plaque formation. It gives you strong gums, which makes your bite mighty, which

no cosmetic toothpaste can ever give. Due to proven medicinal properties of its active ingredients, the Government has permitted manufacturing of Vicco products under Ayurvedic Drug License. Swot analysis Strength : Swot analysis Strength Ayurvedic and herbal Color factor Punch line Mystery buyer program Brand ambassador strength Monopoly weakness: weakness Launching Packaging Pricing Communication Positioning No research done Powdery residue Retailers are not satisfied Lack of communication Advertisement (bano add) No aggressive sales exercise Cost of sandalwood oil Opportunity : Opportunity Opportunity Increasing in health consciousness Growth of herbal product Celebrity endorsement Product line Unisex product 15% of companys total production goes to overseas market. Exports : U.S.A, Canada, Mexico, Surinam, Africa, Mauritius,Fiji,Saudi Arabia, Kuwait Threat: Threat Threat Competitors Key players HLLs Fair & Lovely market leader Cavin Kares Fair ever Emami Minor domestic players Himalaya Ayur Dabur Biotique Fem Everyuth Balsaras promise toothpowder & babool toothpaste Market share

Himalaya