BONITOFAIRNESS REDEFINED

A PRODUCT BY

AYURJYOTI

Presented By : Group-4• Kousik Ganguly• V. Arun Kumar• Shikha Burman• Rajdeep Dasgupta• Md. Irfan• Avichal Kumar• Abhijeet Karar• Mahuya Bhattacharjee

AYURJYOTIIndia’s one of the developing FMCG companyMainly focuses on Herbal ProductsHeadquartered In Kolkata The Company was established in 2010 Premier product – Shampoo, Tooth Paste launch Bonito [mainly Fairness cream along with Lotion and Shampoo]The Company employs around 6000 employees,

including 1500 managers

‘Chehraa Aisa…Jisse pyaar ho jaye’

VISION“To be recognized across the country as the

essence of true Ayurveda”

Ayurjyoti continues to advance the use of Ayurvedic practices around the world, establishing an international community of therapists, doctors, education, hoteliers and retreat providers to give our clients the best wellbeing experience, Ayurjyoti seeks partnerships and investment to expand their mission of empowering individuals to transform their lifestyle and future health.

MISSION “Adding Value to life by making both Men and Women look good, Feel good and get more out of life” We are committed to enhancing positivity and wellbeing in individuals, the environment and the global community.

UNIQUE SELLING POINT [USP]

• Anti aging • SPF (suits all types of skin)• Fairness in 4 weeks• Unisex• Product is 100% herbal• Protection from Hyper pigmentation & dark circles, acne

SITUATIONANALYSIS

SWOT ANALYSIS Strength: a) Cream and available in 3 forms b) Protection from rashes and blackheads c) Anti-aging and having SPF factor d) Herbal Product having no side effect Weakness: a) Zero Market Share b) Limited Capital and high distribution cost. Opportunities: a) Continued expansion for online sale b) Development of wholesale distribution relationship. Threat: a) Increase in price of ingredients increases the overall cost. b) Competitors can offer similar product quickly.

Porter’s Five Force Model

CompetitorsSuppliers Buyer

Substitute

New Entrance

MARKETING

STRATEGY

Fairness Cream Market In India:• Fairness Creams have a huge market in India, both urban and rural.• In India, the sector had registered 23% growth in 2010.• Surprisingly India leads the market followed by Saudi Arabia.• The market for Men’s fairness products is valued at Rs. 30 million,

and constitutes 35% of the market.

Factors to be considered:• It is said that one is fair or dark is dependent more on genetic rather

than environmental causes.• Yet, people all over the world are preoccupied with the color of their

skins.• Indian males take an average of 20 minutes in front of mirror to groom

themselves compared with Indian females who take an average of 18 minutes in front of mirror every morning.

• Various surveys were conducted which showed that 25-30% customers of fairness creams were men.

MARKETING STRATEGY• Product: Brand Range Size Warranty Design Features

• Price: List price Discount Payment period

• Promotion: Sales promotion Advertising Public relation

• Place: Location Transport Coverage

PRODUCT STRATEGY

• It redefines the routes to fairness with a multi-vitamin herbal fairness nourishment formula

• Protection of Hyper pigmentation & dark circles• Combined goodness of Turmeric which protects from UV rays

and sandalwood oil which provides coolness• Citrus Reticulata (orange flavor) clears spots and brightens

skin tone• Rosa Centifolia (Persian Rose) lightens the skin color

PRICING STRATEGY• Different sizes- even affordable small size pouches• The price for the products range from Rs. 5 to Rs. 100• Low Price strategy is being followed.• Pricing objective reflects desire for survival and

maintaining major share in the market

• Affordability for the product determined by:

• The income of consumer• Price of the product and service

PROMOTION STRATEGY

• Price discount or price-off deal

• Price pack deals

• Bonus pack and Branded pack

• Refunds and rebates

• Coupon

DISTRIBUTION STRATEGY

MANUFACTURE

DISTRIBUTOR

RETAILER

CUSTOMER/CONSUMER

MARKET SEGMENTATION

Segmenting on the basis of :

DEMOGRAPHY :• Young women & men aged 18-35• The lower income group also are a significant target market for

Ayurjyoti

GEOGRAPHIC :• Greater tendency to use fairness creams in India due harsh

climate conditions

PSYCHOGRAHIC FIELD

To look attractive

Else not looking good

Men/Women are attracted

It affects our confidence

PRICE & CONFIDENCE

LOW SELF ESTEEM

Why there is a need for fair ?

Behavioral SegmentationNATURAL AND HERBAL BASED PRODUCT :

• Introduction of herbal, traditional ayurvedic and mineral in cosmetics.

• Positioning changed from a rather traditional and old-fashioned platform to modern healthy practice.

• Leading to greater social acceptance and higher sales through the year.

For example – HUL led sun care sales in 2010 , HUL accounted for over 41% value sales in 2010.

Consumer Buying Habits

• VARIETY SEEKING BUYING BEHAVIOR:

• Low consumer involvement but significant perceived brand differences.

“The individual likes to shop around and experiment with different product.”

• Consumers are affected by advertisement, coloring and packaging

POSITIONING• It aims to maintain millions of young customers trust

• Positioned itself as the cream that one’s dreams and desires

• It is not only a fairness cream it also has medicinal properties

Financial Projections

THANK YOU