1

ACKNOWLEDGMENT
We place on record and warmly acknowledge the supervision, Suggestion and guidance offered by guide prof. RUBINA , Department of mass media, visiting Faculty of GHANSHAMDAS SARAF COLLEGE , in bringing this project to a successful completion. We also extend our gratefulness to one and all who are directly or indirectly involved in the successful completion of this project work.

INDEX
TOPIC :
COMPANY BACKGROUND HISTORY OF BRAND AD AGENCY COMPETITORS MARKET ANALYSIS CREATIVE STRATEGY MEDIA STRATEGY SURVEY ANALYSIS NEW MARKET ANALYSIS NEW CREATIVE STRATEGY NEW MEDIA STRATEGY NEW MEDIA MIX OUESTIONAIRE

PG.NO:
4-5 6-7

8-11
12-14 15-18 19-21 22 23-30 31-34 35-37 38-39 40-41 42-45 3

Wipro Ltd. is today among the top business conglomerates in the world. With a $ 5 Billion turnover, it has diverse interests ranging from Information Technology to Infrastructure Engineering and Consumer Care. Wipro Consumer Care and Lighting is today among the top 10 FMCG companies and amongst the Fastest Growing FMCG companies in India. Wipros organic growth has been led by growth in toilet soaps, domestic and institutional lighting and office furniture. Wipro has also gained from new launches Wipro Safe wash, Santoor hand wash, Santoor Face wash, Wipro Sanjeevini honey, Wipro Sweet N Healthy. Wipro Consumer Care and Lighting, (WCCLG) a Business Unit of Wipro Limited, has a profitable presence in the branded retail market of toilet soaps, hair care soaps, baby care products and lighting products Wipro Consumer Care and Lighting has relaunched its soap brand, Santoor, which includes introduction of new fragrance, shape, packaging and formulation. Focus on customer needs with distinctive offerings, supported by an able distribution system has contributed to the growth of 44 Wipro.

Products of Wipro
Enchanteur Romano Wipro Shikakai Sunflower Vanaspati Wipro Safe wash Yardley Smartlite CFL Safelite GLS FTL Domestic Fixtures LED/ Emergency lanterns Tablelamps Electric Irons LED Downlighters

Santoor Santoor Talc Santoor Handwash Santoor Facewash Santoor Enhance Santoor Deo Chandrika Chandrika Hand wash Chandrika Face wash Wipro Baby Soft Glucovita Sanjeevani Honey Sweet n Healthy

55

BRAND HISTORY
WIPROs santoor is largest soap brand in south India. The brand was launched in 1985 as an ordinary soap with sandalwood and turmeric as its main ingredients. The 3rd largest brand of soap in India in the popular segment of the category. It is a soap that combines the goodness of nat ural ingredients Sandal, Turmeric and natural Skin Softeners. Sandal and Turmeric have been an essential part of the Indian womans skin care regimen for centuries. The brand derived the name from combining Sandal + Turmeric and it is not from the musical instrument that it got the name Santoor. Although the brand became popular, the company was not satisfied with the results.

The research suggested that customers are not correlating the brand with skin care and beauty. Thus started the brain storming on getting the " WOW " factor to build the brand. The wow factor came in the form of the new positioning " For Younger Looking Skin".

66

Santoor is a brand has consistently understood the consumers and was not complacent to change. The brand was the first one to use a Mother and her five year old daughter to endorse the brand. Most of the ads showed spinsters in their campaigns while for Santoor, the protagonist were Mothers The customers felt that since this brand is meant for adults, it will not be soft on skin. This made the company to change the size texture and the shape of the product. The achiever protagonist was introduced in 2004. The campaign showed the mother as a successful fashion designer with the same positioning and theme. The brand also extended itself to a range of beauty products and to talc. Now Santoor have face wash, talc , soap and fairness cream. 2006 saw a big change in the marketing strategy for Santoor. The campaigns showed Saif Ali Khan ( in North ) and Madhavan (south) in the TVCs. The TVC's shows these celebrities along with the Mother and child in the usual mistaken identity theme. Today Santoor is more than just the regular orange soap. It now has a number of exciting new variants- Santoor White, Santoor Glycerine and more recently Santoor Honey and Apricot. Santoor has grown from a traditional south Indian soap to a modern beauty soap that has carried the secret of younger looking skin to more and more women across the country . Santoor is the secret of younger looking skin of a wide range of women of different ages and income groups all across the country. 77

AD AGENCY:
Ever since time it was launched in 1985, the advertising and promotions of santoor was handle by Draft FBCUlka and switch to Lodgestar VMC. DRAFTFCB+Ulka Advertising Pvt. Ltd. provides advertising services in India. DRAFTFCB+Ulka Advertising Pvt. Ltd. was formerly known as FCB- Ulka Advertising Private Limited and changed its name in July 2007. The company was founded in 1961 and is based in Mumbai, India with additional offices in Delhi, Bangalore, Chennai, and Kochi, India. DRAFTFCB+Ulka Advertising Pvt. Ltd. operates as a subsidiary of Interpublic Group of Companies, Inc. The world is changing by leaps and bounds. So are women today. They are moving out of their homes, coming out of their shells, achieving new heights and making a difference. People are taking notice of these women, giving them the respect they deserve. Draftfcb Ulka has crafted a benefit-led positioning skin that lies about your age for the brand. It was based on a universal insight that looking younger than their age is a big high for women. The creative idea of a mother being mistaken for someone younger has remained consistent for the last two decades. The creative execution, however, has kept pace with the changing times and the portrayal of the Santoor protagonist has consistently been refreshed and modernised. The success of the brand as Indias third largest soap today is testimony to the power of the idea.

88

On the eve of its 25th anniversary, Draftfcb Ulka has created a new identity for the brand with a new logo and a new pack. It was an opportunity to modernize the brand, make every Santoor user feel proud about the brand and appeal to a wider audience. It was also an opportunity to do something different, while adhering to the brands core values of offering younger looking skin. Unveil this new identity and create some sense of excitement over the new Santoor, Draftfcb Ulka, Bangalore, has created a magnum opus. The ad showcases beautiful women of today, from different walks of life a photographer, a choreographer, an executive, a musician and many more all coming together to unveil the new sunehra Santoor. The new advertisement takes forward the theme of the brand, Santoor woman in a mistaken identity situation. The new campaign focuses on the issue of casting vote. Draftfcb Ulka creative director Indira Das says, The new film is yet another expression of the brand promise, set in the context of the changing roles of Indian women. In fact the film ends with the kid asking the mom, why vote to which the Santoor Woman replies for your future. The TVC shows the Santoor woman entering a voting booth, to cast her vote. However, she is stopped for age proof. 99

Lodestar um ad agency:Following a multi-agency pitch, Wipro Consumer Care & Lighting (WCCLG) has consolidated the media duties for almost all of its brands with Maxus. Lodestar UM, which had been on WCCLG's roster, will continue to handle the 25-year old Santoor brand Incumbent agencies on WCCLG are DDB MudraMax and ZenithOptimedia. " they are extremely happy to partner Wipro and work on some amazing and growing brands. Wipro is one the most trusted brands and known for adapting to a changing world and consumer needs; they are keen to work closely with their leadership team in managing this change." The media spend of all the brands of WCCLG is estimated to be upwards of Rs 150 crores. Wipro Consumer Care and Lighting (WCCLG), a business unit of Wipro Limited, has a range of consumable commodities. The first product to be introduced by WCCLG was vegetable oil, later popularized under the brand name 'Sunflower Vanaspati'. It offers personal care products, such as Wipro Baby Soft and Wipro Safe wash, toilet soaps like Santoor and Chandrika and international brands like Yardley. Its portfolio of lighting solutions includes products like Smartlite CFL, LED and emergency 1010 lights.

Lodestar UM has retained the mandate for brand Santoor, which the company had earmarked for a massive relaunch this year.

WCCLG, a business unit of Wipro, has a profitable presence in the branded retail market of toilet soaps, hair care soaps, baby care products and lighting products. It is also a key player in institutional lighting in specified segments like software, pharma and retail.

11

11

COMPETITORS

At LUX, we are proud to tell our age! We have been creating exquisite beauty products since 1925 when Lux launched the worlds first mass market beauty bar, made like the costliest French soap. Since then, Lux has been associated with over 400 of the worlds most glamorous actresses from Hollywood legends like Elizabeth Taylor, Audrey Hepburn, and Grace Kelly, to Bollywood Royalties such as Ashwarya Rai and Katrina Kaiff.

12

12

Mysore Sandal Soap is a brand of soap manufactured by the Karnataka Soaps and Detergents Limited (KSDL), a company owned by the Government of Karnataka in India. This soap has been manufactured since 1916 when Nalvadi Krishna raja Wodeyar, the king of Mysore set up the Government Soap Factory in Bangalore.

The main motivation for setting up the factory was the excessive sandalwood reserves that the Mysore Kingdom had which could not be exported to Europe because of the First World War

1313

Margo is a brand of soap manufactured in India. The soap has Neem as its main ingredient . The soap was manufactured by Calcutta Chemicals and was launched in 1920.
In 1988 the soap was among the top five selling brands in India, with a market share of 8.9%.As of 2001, the brand was worth 75 crores and belonged to Henkel-SPIC . As of 2003, the brand was relaunching new products focused on the younger demographics and had a market share of close to 2% of the premium soaps segment in India. Margo represents a heritage which has been passed on to generation after generation, since 1920. Margo has become a household name across India, through its unique anti-bacterial property, which stems from pure Neem oil. Neem has been a part of the Indian tradition for ages, as a natural anti-bacterial agent, useful in curing and preventing several ailments

14 14

MARKET ANALYSIS
MARKET ANALYSIS:
Santoor , India's third-largest soap brand, became the first brand of Wipro's consumer products division to cross revenue of Rs 1,000 crores in a year in 2011-12, powered by a spurt in rural demand and extensions into deodorants and Handwash. The sandalwood soap brand grew 20% in volumes in the fourth quarter, helping Wipro Consumer Care and Lighting post 25% increase in revenue at Rs 907 crores. Santoor is a super brand that has build itself to a Rs 500 crores brand with its own strength and not piggy banking on any celebrity. The brand is facing tough competition from heavy weights and is now seeking support from outside to stay as a leading FMCG brand.

1515

GEOGRAPHIC: Urban and semi urban females DEMOGRAPHIC: CLASS: Middle and upper middle class GENDER : Female AGE: 25 35 yrs PSYCHOGRAPHIC: Beauty conscious people tend to buy at any cost as they care for there skin. BEHAVIOR: BENEFITS: It is a soap made with natural ingredient , sandal & turmeric so it is trustworthy. Easily Available every corner Many offers are there on buying santoor soap. Variety as well as women can look more younger now. Wants to look young OCCASSION: There are no occasion to use daily product brand . so there are no such occasion for santoor too. 1616

MARKET STARTEGY: SEGMENTATION:

TARGETING:
TARGET MARKET : WOMEN/HOUSEWIFE S TARGET AUDIENCE : 25-35 YRS WOMEN/HOUSEWIFES OF MIDDLE CLASS OF URBAN CITIES.

POSITIONING:
Santoor promises younger looking skin. The promise is through natural ingredients like Chandan and Haldi which have traditionally been considered as good for the skin.

TAGLINE: UMAR KA PATA HI NAI CHALTA THE SECRET OF YOUNGER LOOKING SKIN USP: Best quality at affortable price 17 17

STRENGTH

SWOT ANALYSIS

WEAKNESS

Santoor is one of the top soap brand in India. At all- India level santoor continues to be a the third largest soap brand. Santoor is now no. 1 soap brand in south India with good advertising and marketing. It is a truly unique soap that combines the goodness of natural ingredients There are variant flavors. Its smell good and a skin care product. The Santoor woman now rubbed shoulders with celebrities Saif Ali Khan and Madhavan in the ads. Need to tap rural market by launching small sizes. One of the fastest growing brand and can go for global expansions Tie up with cooperates and hotels chains. Large market share so strong hold over the market.

Limited market value share due to stiff competition in the premium Price soap. Rural penetration is limited. Santoor soap only targeted for women/ housewife's . Just an orange soap for customers. The theme of ageless skin with protagonists mother and daughter in all TV advertisement 20 years back, has remained constant over the years.

OPPORTUNITY

Cuts throat competitions from Domestic soap brands Less scope of expansions. Switching costs are low. New entrance of soap brands.

THREAT

18 18

CREATIVE STRATEGY
COMMUNICATION OBJECTIVE:
BRAND AWAERNESS : the new santoor & create excitement around the new logo, a golden flower & what its stands for-everlasting natural beauty. The company wanted to up the user imagery & brand imagery & so as to appeal to a wider & up market audience. In the media mix will be using mainstream television channels, print, outdoor,& digital media to promote the re- launch.

Benefits to target audience:

It is a soap made with natural ingredient , sandal & turmeric so it is trustworthy. Easily Available every corner Many offers are there on buying santoor soap. Wants to look young Promote the benefit i.e. Santoor makes one look younger with support for the proposition coming from the stress on ingredients viz. sandalwood and turmeric. Another objective of the campaign was to narrow down the broad theme of skin care to younger looking skin

1919

COMMUNICATION MODEL
ACTION The combined factor lead to the product highly successfully. The product went through all three stages of communicating its message Clearly & perfectly. Hence action is taken place by purchasing it. DESIRE Santoor created a desire for the product by creating a desire for something no other soap brand can offer younger looking skin by targeting the housewife/women. They also relaunched product with changing its shape, size & packaging to attract . INTEREST They were providing various offer and garb women Interest on ads based on one theme younger looking skin & done many campaign to promote it ATTENTION In past they gave complete information about Product and make them aware Through tvcs , print ads . Ads were shown at women watching channels and between daily soap. The old ads also had the catchy jingles to draw 20 attention. 20

ADVERTISING OBJECTIVE:
The ad objective of santoor at that point was to provide ads that gad a strong influence on the target audience. To creating product awareness, interest, desire and finally lead to action. It even went to to use a celebrity , i.e saif ali khan and Madhavan in order to increase its popularity. The communication makes to current consumer feel good about her brand choice by portraying up market & sophisticated women of substance the communication also aims to attract new users.

2121

MEDIA STRATEGY
MEDIA SELECTIVITY
Television, commercial & print media have been the main mediums used by Wipro for the promotions of santoor All the tvcs ads based on one theme i.e. the younger looking skin constantly from 20 years. & the rememberful jingle, slogan & tag line. There are very less ads of print media .

MEDIA SCHEDULING
Santoor have been using both pulsing & flighting strategies for promoting the product .In the initial period, Pulsing was the way of promoting the product as it was in the launch period. However after the introduction of competition in the market & also the fall in demand made them shift from pulsing to flightning strategy.

2222

SURVEY ANALYSIS
Q.1 Do you use soaps for every bath/ shower? (consumer interest)

YES

NO

Q.2 Which kind of bath soaps do you like?(consumer choice)

FOAMY

THICK LETHER
TRANSPARENT MILKY COLORED GLYCERIN

MEDICINAL
NEEM SANDAL NONE

2323

Q.3 What is the maximum price you spend for standard sized bath soap?(consumer budget)

ABOVE 50 BELOW 50

Q.4 Do you recall any ads of santoor?(recall value)

yes

no

2424

Q.5 Where you santoor soap users in the past? (consumer knowledge)

YES NO

Q.6 If no, it is because

LACK OF AWARENESS LACK OF AVAILABILITY

YOU FIND IT EXPENSIVE

YOU DON'T LIKE THE PRODUCT OTHERS

2525

Q.7 You came to know about santoor soap from?(reach)

NEWSPAPER ADVERTISEMENT RADIO

TV ADVERTISEMENTS WORD OF MOUTH

Q.8 Does ad prompt you to purchase santoor soap?(like/dislikes)

YES

NO

2626

Q.9 Do u remember any jingle or tagline of santoor? (recall value of jingle/tagline)

YES

NO

Q.10 Have you tried new variants of santoor soap after viewing the advertisements?(strength/weakness)

YES

NO

27

27

Q.11 Which of the offers available influence you the most to purchase santoor soap? (consumer benefits)

DISCOUNTS OFFER
BUY ONE GET ONE FREE COMBO PACK NONE

Q.12 Which type of santoor soap you like the most?(likes/dislikes) SANDAL AND TURMERIC SANDAL AND ALMOND MILK GLYCERINE HONEY AND APRICOT NONE
28

28

Q.13 How frequently you purchase santoor soap? (consumer action)

EVERY WEEK EVERY MONTH OCCASIONALLY NEVER

Q.14 Based on your experience rank the Santoor's advertisement? (product rating)

VERY GOOD GOOD AVERAGE LOW VERY LOW

29

29

Q.15 Do u think if ads are shown continuously it will help the product?(suggestions)

YES NO

Q.16 If santoor is re-launching more new variants flavor would your current product to santoor?(to get an idea developing products)

YES NO MAY BE

30

30

NEW MARKET ANALYSIS

SEGMENTATION:
GEOGRAPHIC:-Rural area ,urban area, metro city DEMOGRAPHIC:Class:-middle class, higher class Gender:-Male/Female Age:-10 to 40 years PSYCHOGRAPHIC: Now It is for family not only for women/housewife so she can shop for whole family care. It is made with goodness of natural ingredient, sandal & turmeric so its good for kids also.

BEHAVIOR: BENEFITS: It will not affect on skin as it is made with natural ingredients Easily Available every corner { shops, malls }

3131

It is a soap made with natural ingredient , sandal & turmeric so it is trustworthy. There are variant of flavor so a kid enjoys its. Its transparency of glycerine shows clean and care for kids and man. As it is made with sandal, turmeric, almond milk ,glycerine, honey and apricot is health care and beauty for whole family. Many offers are there on buying santoor.

OCCASSION: It can be use regularly twice a day so there is no specific occasions for soap.

LOYALTY: As there are many competitor of Santoor we are coming up with new targeting market that is whole family. So we create a loyalty of the product.

3232

TARGETING:
TARGET MARKET : ENTIRE FAMILY

TARGET AUDIENCE : MALE /FEMALE BOTH AGE FROM 10-40 YRS . WOMEN,KIDS AND MENS OF MIDDLE, UPPER MIDDLE CLASS AND HIGH CLASS OF BOTH RURAL AND URBAN AREAS.

POSITIONING:
TAGLINE : CHAYA PARIVAR PE GEHRA NOOR, AAGAYA HAMARA NAYA SANTOOR USP : A family care combined with goodness of natural ingredients.

3333

NEW SWOT ANALYSIS

Santoor is one of the top soap brand in India. At all- India level santoor continues to be a the third largest soap brand. Santoor is now no. 1 soap brand in south India with good advertising and marketing. With goodness of natural ingredients with variant flavors. High recall value of santoor jingle. Transparency of the soap is shown as a sign of purity of the soap Glycerin content is a sign of the gentleness in the soap Big untapped market in rural areas. Santoor come up with more variant One of the fastest growing brand and can go for global expansions Tie up with cooperates and hotels chains. Large market share so strong hold over the market Coming Ads shown target of family.

STRENGTH

Limited market value share due to stiff competition in the premium Price soap. Rural penetration is limited. Santoor soap only targeted for women/ housewife's . The theme of ageless skin is constantly shown. .High raw material costs for the soap leads to higher selling price. Previous failed re-positioning may cause confusion. Male audience may perceive santoor as a soap of women. New competitors coming up in the market offering same values at reasonable price Any changes to product formulation can lead to downfall in market share as people oppose to buy the product. Low share value(can reduce further) Male audience may or may not 34 accept. 34

WEAKNESS

OPPORTUNITY

THREAT

NEW CREATIVE STRATEGY

COMMUNICATION OBJECTIVE
Our objectives is to give complete information about product and work for their benefits as per their requirement. So in the media mix will be using mainstream television channels, print, outdoor, free sampling and radio advertising to get our product known both in rural and urban areas and to attract new consumer by best quality and afforatable price for their whole family. Provide them benefits for the family

3535

NEW COMMUNICATION MODEL

ATTENTION In order to grab attention, different mediums will be used like TV Commercials, print ads in newspapers & hoardings in both urban &Rural areas & internet ads & web site will be Created, since the product is being relaunched Informative advertising will be used & the new usp will be portrait. The jingle will remain same as before Bit a slight change i.e. Chaya parivar pe gehra noor aagaya hamara naya santoor INTEREST Since the target audience includes individual between ages of 10-40yrs Male & female both we will provide free samples such as paper soap of santoor, Offering special offers & winning prizes like to get a chance to meet a celebrity Will stuck the people more to the product. DESIRE The presence of natural ingredients such as Sandal , turmeric, honey, apricot ,almond milk & glycerine which Has a great benefit for the skin care for the entire family. The colorful & Attractive packaging will create desire in the mind of the people. ACTION By all this positive features & care of family will tend the people to buy the product Resulting as their action 36 36

ADVERTISING OBJECTIVE
The ad objective of santoor at that point was to provide ads that gad a strong influence on the target audience. To creating product awareness, interest, desire and finally lead to action. To make ads more interesting we will make celebrity as a brand ambassador and show ads on male also so they dont think santoor as a women soap.

3737

NEW MEDIA STRATEGY:

MEDIA SELECTIVITY
Television commercials, print media, radio & internet will be the mediums used For the promotion of santoor. Although the tvc's & print ad were used earlier as well, For relaunch complete new concept will be thought of as well as bringing back the creative jingle. Tvc's will focus on the variety of flavors & target of family of the soap. Print ads (hoardings, bill boards & newspaper ads) with the new packaged of the soap will be distributed & advertised. The famous jingle will be re-established in the minds of the people through radio broadcast.. As more & more people are becoming tech savvy, internet will be used to fullest for the promotion of santoor.

3838

MEDIA SCHEDULING
To create a long lasting about santoor in the minds of the people the continuous advertising method will be used. Regular Tvcs will be telecast in the prime time slots; radio jingles will be played during a day to maintain the recall value. Also print ad on regular basis will be placed in popular tabloids. Internet ads will be also updated & changed continuously for it to be more consumer Friendly & attractive. Regular broadcasting will help create a constant image about the product in the minds of the people & increase the demand for the Product.

39

39

NEW MEDIA MIX

In order to successfully re-launch the brand santoor, the careful and creative use of an advertising will put into place. As there are already TV ads and print ads of santoor we will bring more creativity in it by bringing celebrity and showing male and kids as it is targeted to family.

OUTDOOR ADVERTISING:
Hoarding must be put allover in cities, town and villages with colorful and creative with informative.

40 40 40

PRINT ADS:

41

41

QUESTIONAIRE
GHANSHAMDAS SARAF COLLEGE QUESTIONAIRE SANTOOR SOAP NAME: AGE: PROFESSION: MONTHLY INCOME: Q 1: Do you use soaps for every bath/ shower? (Consumer interest) Yes No

Q 2: Which kind of bath soaps do you like? (Tick as many you think appropriate) (Consumer choice) Foamy Thick lather Transparent Milky Colored Glycerin Medicinal Neem Sandal None Q 3: What is the maximum price you spend for standard sized bath soap ? (Consumer budget) Ans: ___________________________________________ 42 42

Q 4: Do you recall any ads of santoor? Please describe briefly. (Recall value) Ans: ____________________

Q 5: Were you santoor soap users in the past? Do u still use it? (Consumer knowledge) Ans:_____________________ Q 6: If no, it is because: Lack of awareness Lack of availability You find it expensive You dont like the product Others... Q 7: You came to know about santoor soap from? (Reach) Newspaper advertisements Radio TV advertisements Word of mouth Point of sale Other source Q 8: Does ad prompt you to purchase santoor soap? (Likes/dislikes) Yes No

4343

Q 9: Do u remember any jingle or tagline of santoor? If yes what is it? (Recall value of jingle/tagline) Ans: _______________________________________ Q 10: Have you tried new variants of santoor soap after viewing the advertisements? (Strength/weakness) Yes No

Q 11: which of the offers available influence you the most to purchase santoor Soap? (Consumer benefits) Discounts offer Buy one get one Combo pack None Q 12: Which type of santoor Soap you like the most? (Likes/Dislikes) Sandal & turmeric Sandal & almond milk Glycerine Honey & apricot None 4444

Q 13: How frequently you purchase santoor Soap? (Consumer Action) Every Week Every fortnight Every month Occasionally Never Q 14: Based on your experience rank the Santoors advertisement? (Product rating) 5-very good 4-good 3- average 2-low 1-very low Q 15: Do u think if ads are shown continuously it will help the product? (Suggestions) Yes No If yes what should be the changes? Ans: ___________________________________________ Q 16: If santoor is re-launching more new variants flavor would u switch your current product to santoor? (To get an idea developing product) Yes No 4545 May be

46

47