INTRODUCTION TO MEDIMIX

Medimix is a brand of ayurvedic/herbal soap manufactured and marketed by Cholayil,

Chennai based company. It happens to be the world’s largest selling ayurvedic soap.It
is available in three varieties - the classic Medimix, Medimix with Glycerine, and
Medimix with Sandal.

It is completely herbal with a 60% coconut oil base and contains no animal fat. It is
known for its curative, preventive and beautifying qualities for skin, scalp and hair.
Traditionally, handcrafted as per the strict Ayurvedic formulation, Medimix is packed
with natural ingredients, making it perfectly safe for all skin types and even for a baby's
tender skin. Contains no animal fat.

Medimix aims to achieve a turnover of Rs.230 crores in the next two years.

It has 3.2 per cent share of the Rs.4,900-crore, 4.5 lacs tonne soap market.

CHOLAYIL has re-launched Medimix in new packaging after 36 years. The objective is
to make the soap brand contemporary to attract the younger generation and other
consumers as well as make the brand amenable to variants and extensions.

Swot analysis

STRENGHTHS

• Medimix Ayurvedic Bath Soap is the world’s largest selling ayurvedic bath
soap that is suited for all skin types.
• The rich lather of Medimix Ayurvedic Bath Soap is enriched by the
extracts of 18 Herbs scientifically incorporated to give protection from various
skin problems.
• The natural oil base of Medimix Ayurvedic Soap contains pure coconut oil.
• Medimix has a good market share in the South and the west.

WEAKNESS

• Lack of brand endorsers which does not have immediate impact on the
minds of the customers.
• There is no proper point of purchase techniques used to influence the
purchase decision of the customers like visual merchandising,displays,etc.
• It melts within one or two weeks
• Its fragrance is lost within 2-3 hours
 • The packing they offer is not very attractive i.e. it does not appeal to the
contemporary generation, where the purchase behavior is also influenced by
packaging of the product.

OPPORTUNITIES

Cholayil Private Ltd, the Chennai-based Rs.160-crore fast moving consumer goods
company manufacturing Medimix soaps, is chalking out major investment plans to foray
into other skincare and personal care segments.

THREATS

Lux, Godrej No. 1, Breeze and Nirma are the top five brands commanding 51 percent of
market share. Apart from these leading soap manufacturers, there are various other
herbal soap manufacturers like Margo, Neem, Chandrika, Jeeva etc.

MARKET RESEARCH

Before launching our product into the market, we gathered data from primary sources
like in depth interviews of consumers, sample survey and also from secondary sources
like related publications. Through our analysis and observation it was found that the
Ayurvedic Soap Market was highly competitive and one of our competitors and an
established market leader was Medimix with 3.2% of market share in manufacturing
Ayurvedic Soaps. Though it has various advantages over other brands, there were also
few loopholes which we tried to tap and make them our strength.

TARGET MARKET

After conducting a market survey we found out that it would be profitable for us to target
middle class as well as upper middle class. However that does not mean that the lower
middle class will be avoided. We have introduced small economy packs to cater this
class.
 INTRODUCTION

• Our promise to you – To spoil you the way Mother Nature originally
intended – naturally!
• Indulge yourself naturally with fresh, fragrant body soaps that will leave
your skin smooth, silky and surrounded with a soft aroma. The moisturizing and
soothing benefits of these soaps along with their rich, creamy lather will create a
luxurious bathing experience that will simply amaze you! All soaps are enriched
with pure shea butter, a nutrient-rich moisturizer.

FEATURES

• Easily available at small retail outlets

• Fragrance differs with the variants
• Not easily soluble-Contains coconut oil
• Skin friendly, smooth touch-shea butter
• Available in different variants-aloe vera, lemongrass and lavendar
• Oval shape

INGREDIENTS

• Honey - A mixture of plant nectar and bee enzymes containing

carbohydrates, b-complex vitamins as well as vitamins C, D, and E, with some
minerals. In bath and body care products, honey creates a clear protective film
that helps skin retain its moisture without being greasy.
• Jojoba Oil - Very similar to human sebum (the natural moisturizing oils
secreted by the skin). Excellent conditioner for hair and a great skin lubricant.
• Lavender Flower Petals - Stimulates the complexion, cleanses the skin.
Aromatic too!
• Lemongrass - Helps normalize overactive oil glands. High in vitamin A.
• Calendula Petals - Healing properties derived from flower petals. Many
cosmetic applications for irritated, chapped skin. Used to soothe inflammation of
the skin.
• Carrot Oil - Excellent for sensitive skin, and is reported to tone skin,
stimulating elasticity. Rich in vitamin A.
• Apricot Kernel Oil - High emolliency; wonderful in almost any cosmetic
application.
 • Avocado Oil - Contains protein, vitamins A, D, and E, and some amino
acids. Nourishing and conditioning for dry skin and hair.
• Coconut Oil - Emollient, melts at body tempature. A lathering and
cleansing oil with wonderful skin care oil properties.
• Olive Oil - A natural, penetrating moisturizer.
• Palm & Palm Kernel Oil - Used in handcrafted soap making to make a
harder bar of soap.
• Shea Butter - Extraordinary, premium emollient.
• Sweet Almond Oil - Pressed from almonds, a fine skin emollient.
• Aloevera
• Rosemary oil
• Lavender oil
• Comfrey root powder
• Kutaja
• Jeeraka
• Guggulu
• Tulsi
• Neem
• Oatmeal

MARKETING MIX

PRODUCT

The product, Herbicare soap is manufactured by DIVA pharmaceuticals which is a

financially strong company.

As the product USP of Herbicare goes ‘From the nature’, it is a herbal soap with all the
nature’s own herbs but with a twist i.e. unlike all the other market competitors Herbicare
has 3 unique variants to it, namely:

1. Aloe Vera Oatmeal

2. Lemongrass
3. Lavender Oatmeal

VARIANTS
Aloe Vera Oatmeal – A very gentle bar with the soothing combination of organic
powdered oatmeal and Aloe Vera. This unscented bar is excellent for sensitive, tender
or irritated skin. It can also be used as a gentle cleanser for those with irritations such
as poison ivy or other itchy conditions. Oatmeal helps balance skin problems and Aloe
Vera gently renews moisture. Suited for all skin types.

Lemongrass – Fresh aroma with a soft natural blend of natural lemongrass essential
oil. It has always been a great seller with the outdoorsman as a natural and safe insect
repellent. It cleanses very well and is harmless to the environment. Excellent for all skin
types.

Lavender Oatmeal – This soothing blend of lavender essential oil and whole
oats come together to create a calm, dreamy environment while promoting a
feeling of relaxed well-being. A perfect choice for luring the mind straight into a
soft, downy dreamland.

Place

Through effective distribution channel, we will see to it that our product is easily made
available to all the retail outlets.

Price

• We have used a very smart pricing strategy that is fair to our buyers and
does not give up on our profits.
• As compared to our competitors we give more quantity of our product that
to at a very competitive price.

Herbicare Competitors
Pkg. Size Price(Rs.) Pkg. Size Price(Rs.)
150 gm 21.00 125 gm 21.00
100 gm 14.00 75 gm 14.00
75 gm 5.00 50 gm 5.00
Paper Soap 3.00 - -
 • As it can be seen Herbicare soaps has a good chance of being a top
product in the market due to the Value pricing method adopted by the company
which gives the customers more than their expectations.

PROMOTION

• Teaser campaign – Initially, we will promote the tag line “From the Nature”

without revealing the either the sponsor of the ad or the product.

• Free sachet samples of Herbicare soaps with newspapers and magazines

after the success of the teaser campaign.
• Advertisements on television to be aired for 10 seconds at a frequency of
every 3 hours on various channels.
• Radio announcements will be made at prime timeslots to cover maximum
target audience.
• For the initial 2 months of launch, with a purchase of combined pack
(75 grams) of all three variants the buyers get a discount of Rs.5 plus one soap
dish free.
• The brand ambassadors for the product will be Sagarika Ghatge and
Imran Khan to appeal to the youth as most of the competitors have never had a
recognizable face for promotion of their products.
• Our product will be directly sold to the retailers without the involvement of
any middlemen thus saving on cost.

Packaging

To be user friendly the product will be packaged in the following packs:

• 150 grams
 • 100 grams
• 75 grams – sachet soap for travelers or to be used in hotels.
• Paper soaps:10 tear off sheets
• The inclusion of Paper soaps is a move directed towards the people who
have minimum space in their carry bags so as they can use their favourite soap
to any place possible.
• As compared other market competitors the soap is packaged in a tear off
wrapper as it is easy to open.
• A further motive behind using a tear off wrapper only is that it cuts cost of
packing it in a plastic wrap plus a cardboard box like other soaps.
• The frontal cover if you see has very less but accurate detailing as it
clearly specifies the main points for the buyers that is
1. Price
2. Quantity
3. Variant

LINE EXTENSION

Under the brand name of Herbicare, the company has also launched its own
Herbicare Hand wash.
The Herbicare Hand wash is available in a 250 ml bottle with a nozzle for easy use
priced at Rs.50.

CONCLUSION

In this project we have given the different marketing strategies through which we hope
to be a successful brand gaining maximum market share in the near future by
penetrating into the domestic market. With the help of line extension we have put our
sights on a much larger market.