2

CONTENTS
Chapter
contents
Chapter 1
INTRODUCTION
1.1
Background
1.2
Purpose of the study
1.3
Scope and focus of thesis
Chapter 2
LITERATURE SURVEY
2.1
Skin care market
2.2
Study of 4p’s of marketing mix
Chapter 3
ANALYSIS
3.1
Situation analysis
3.2
Competitive analysis
3.3
Research analysis
Chapter 4
CONCLUSIONS AND DISCUSSION

Findings

Suggestions

Conclusions

Chapter 5
BIBLIOGRAPHY
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CHAPTER 1:
INTRODUCTION
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Background

VICCO TURMERIC AYURVEDIC CREAM is a struggling brand due the emergence of various

competitors which heavily advertise their product. The objective of the project is the promotion of

“ V I C C O T U R M E R I C A Y U R V E D I C C R E A M ” through electronic media, print media and

internet.

Purpose of this Study

The objective of the project is to build an ad campaign showing the multipurpose uses of the
cream and which will be effective to boost the awareness of the company in consumer’s mind.
Scope and focus of the thesis

The main scope of the project is to study the current advertisement of the company, to monitor

the emergence of various competitors and to plan reminder advertisement using various modes

of advertising. For this purpose we have carried out a research under which we have studied that

people are aware of the product and liked the product features, jingle and signature tune of

previous advertisement.

Thesis Outline

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.

Having production units at Dombivli, Nagpur and Goa in India, their annual turnover has scored to Rs.

1500 millions. Their best known products are Vicco Turmeric skin / sun screen cream, Vicco

Vajradanti powder and paste and Vicco SF (Sugar free) paste. About 15% of