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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
K YO U !! !
THAN

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