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ADVERTISING OF

VICCO TURMERIC

AYURVEDIC

CREAM

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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 “VICCO TURMERIC AYURVEDIC CREAM” 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

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company's total production goes to overseas market. VICCO products constitute 4% of India's

paste market. Under the guidance of Shri G.K.Pendharkar, Chairman, the company has

established strong foothold in almost every developed country in Asia, Europe, America, Africa

and Australia. Combining ancient wisdom with modern technology, the company has expanded

business activities into investment, trade, advertising and education sectors as well, 13 of its

associate companies.

Right from its inception in the 1952, the VICCO Group of companies has been charting an

unwavering course that has catapulted the group into international limelight. Today, 50 years

later, the group stands majestically as a grand conglomerate of 13 companies.

For its founding father, the Pendharkar, it has been indeed a long journey. But for a concern, its

only a humble hop. After all, what are 50 years in the life of an organization? And more than

mere organization, VICCO is a dream: a vision to be realized, a promise to be fulfilled.

The vision is to reach out to every civilization. The promise is to make boons of the Ayurveda

available to every home, far and near. VICCO is determined to achieve this goal.

ROLE OF VICCO GROUP

Although this wonderful system of medicine was invented in India, and flourished here for many

millennia, Ayurveda suffered an eclipse due to the advent of alien rule of more than 1200 years.

However, the interaction between Arabs and Indians, as also between the Europeans and Indians,

exposed the foreigners to the ancient elixir of Ayurveda. In time to come, the travelers and

traders carried with them impressive accounts of Ayurveda to the West. The ever alert

westerners immediately began to take notice of this 'mystical therapy'.

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As it usually happens in such situations a lot of half-baked myths about Ayurveda began to do

rounds of the Western world. Opportunist quacks began to peddle trash in the name of Ayurveda.

To project a correct picture of Ayurveda at home and abroad, Vicco planned to produce items of

daily use, such as powder, paste and face-cream on the basis of Ayurvedic principles.

Thus were born the famous VICCO brand of products.

Vicco products succeeded in achieving the following -

First, they carried the benefits of Ayurveda to common man.

Second, they convinced the people that Ayurvedic medicinal ingredients were more

effective and were free from side-effects.

Third, they went a long way in reviving India's ancient science of natural healing, viz. the

'Ayurveda'.

VICCO doesn't claim to have invented anything new. As an enterprising company, we have only

produced for the ready use of mankind what was already discovered by our great sage’s ages

ago. That's VICCO's humble contribution to Ayurveda.

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CHAPTER 2:

Literature Survey

SKIN CARE MARKET

India is one of the fastest growing markets for skin care products, and the target of most cosmetic

majors is women between 18-35, with a monthly income of Rs 10,000 and above. Indian

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cosmetic industry is heading for a complete makeover, rediscovering the long forgotten herbal

formulas and beauty secrets. Those in the business say the going has never been better for the

Indian beauty industry. Estimated at Rs 1800 crore, the industry is growing at 25 per cent

annually, while the growth rate of herbal cosmetics sector, estimated at Rs 400 crore is much

higher - at 40 per cent. The natural and ayurvedic sector has seen a phenomenal growth in the

last 2-3 years. The Indian cosmetic companies are just trying to rediscover, what was lying

forgotten and untapped for a very long period.

More and more companies are entering this lucrative market with a wide range of products. This

market surely works on the doctrine “Consumer is the King”. The leading players in this industry

are Hindustan Lever Ltd., Ponds India Ltd., Lakme, Emami Ltd, Cavincare Ltd, Godrej

Consumer Products Ltd., Lotus Herbals India Ltd., Procter and Gamble Hygiene and Healthcare

Ltd., Cadila Healthcare Ltd. The latest entrant in the skincare market is Amway India Ltd.

SKIN CARE FACTS

The skin is amazingly versatile and complex. It is the largest organ of the body and also serves

countless essential functions and performs a large variety of roles. This resilient covering makes

you waterproof and leak proof, and helps to protect your internal organs from the environment.

Interesting Facts

The skin of an average-sized adult covers an area of more than 7 square feet and weighs about 5

kg. The skin is thickest on the soles of the feet, and thinnest around the eyelids, lips and genitals.

STUDY OF 4 P’S OF THE MARKETING MIX

The major marketing management decisions can be classified in one of the following four

categories:

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▪ Product

▪ Price

▪ Place (distribution)

▪ Promotion

These variables are known as the marketing mix or the 4 P's of marketing. The term "marketing

mix" became popularized after Neil H. Borden published his 1964 article, The Concept of the

Marketing Mix. The ingredients in Borden's marketing mix included product planning, pricing,

branding, distribution channels, personal selling, advertising, promotions, packaging, display,

servicing, physical handling, and fact finding and analysis.

These four P's are the parameters that the marketing manager can control, subject to the internal

and external constraints of the marketing environment. The goal is to make decisions that centre

the four P's on the customers in the target market in order to create perceived value and generate

a positive response.

Product Decisions

The term "product" refers to tangible, physical products as well as services. Here are some

examples of the product decisions to be made:

▪ Brand name

▪ Functionality

▪ Styling

▪ Quality

▪ Safety

▪ Packaging

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▪ Repairs and Support

▪ Warranty

▪ Accessories and services

Price Decisions

Some examples of pricing decisions to be made include:

▪Pricing strategy (skin, penetration)

▪ Suggested retail price

▪ Volume discounts and wholesale pricing

▪ Cash and early payment discounts

▪ Seasonal pricing

▪ Bundling

▪ Price flexibility

▪ Price discrimination

Distribution (Place) Decisions

Distribution is about getting the products to the customer. Some examples of distribution

decisions include:

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▪ Distribution channels

▪ Market coverage (inclusive, selective, or exclusive distribution)

▪ Specific channel members

▪ Inventory management

▪ Warehousing

▪ Distribution centres

▪ Order processing

▪ Transportation

▪ Reverse logistic

Promotion Decisions

In the context of the marketing mix, promotion represents the various aspects of marketing

communication, that is, the communication of information about the product with the goal of

generating a positive customer response. Marketing communication decisions include:

▪Promotional strategy (push, pull)

▪ Advertising

▪ Personal selling & sales force

▪ Sales promotions

▪ Public relations & publicity

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CHAPTER 3:

Analysis

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SITUATION ANALYSIS

Why Ayurvedic product?

Ayurveda touches many aspects of our life. It’s not only about medicines. Yes, it heals cures and

prevents disorders and malfunctions in human body. It is not all. It is omnipresent. It tells us

everything about the way; we are to lead our life, a healthy life. It is really amazing when we

find that, a great deal of thought was applied by our ancestors to small and minute details of

everything that affects our life. They have done it through “Ayurveda”.

Turmeric is a wonderfully versatile root that has been in every Indian household for centuries. Its

amazing properties range from flavouring curries, to sterilizing wounds, to grooming women.

From queens to commoners, turmeric has been indispensable as a skin-care preparation and

grooming aid for every woman. This is because 63% of the body functions are said to be

controlled by the skin alone

Why VICCO turmeric Ayurvedic cream?

VICCO has combined the goodness of TURMERIC which is said to prevent the penetration of

ultra violet rays of the sun into the skin and thus maintains the original colour of the pigment of

the skin, with the richness of pure SANDALWOOD OIL which is supposed to be the most

cooling element in Vicco Turmeric Cream.

This luxurious cream vanishes into your skin and starts working its magic from within.

For a start,

•it protects the skin year round from the elements.

•it keeps pimples and acne at bay, giving skin a blemish-free complexion.

•it rejuvenates and revitalizes the skin from within, leaving it soft, supple, and young-looking.

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Being pure and natural, with all the wonderful attributes of turmeric and sandalwood oil, Vicco

Turmeric Cream gives the skin a radiance that mere cosmetics can't hold a light to.

CONSUMER INSIGHT

For consumers who are using face creams for fairness, pimples, and acnes.

For consumers who are using face creams for boils, burns and other skin disorders.

USP OF VICCO TURMERIC AYURVEDIC CREAM

Ayurvedic

All in one cream. Cream for :

Fairness

Pimple

Acnes

Boils

Burns

Skin disorders

It is available with or without sandalwood oil with a non-greasy base.

It contains:

Extract of Turmeric- 16%

Sandalwood oil-1.2%

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COMPETITIVE ANALYSIS

Evaluating VICCO turmeric Ayurvedic cream

SWOT analysis is a tool for auditing an organization and its environment. It is the first stage of

planning and helps marketers to focus on key issues. It is applicable to either the corporate level

or the business unit level and frequently appears in marketing plans.

SWOT stands for strengths, weaknesses, opportunities, and threats. SWOT Analysis is a

powerful framework for analyzing your company's Strengths and Weaknesses, and the

Opportunities and Threats you face. This helps you to focus on your strengths, minimize threats,

and take the greatest possible advantage of opportunities available to you.

Strengths and weaknesses are internal factors that create value or destroy value. They can

include assets, skills at its disposal, compared to its competitors. They can be measured using

internal assessments or external benchmarks. Opportunities and threats are external factors that

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create value or destroy value. A company cannot control them. It includes demographic,

economic, political, technical, social, legal factors. Any organization must try to create a fit with

its external environment.

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COMPETITORS

BOROLENE

Boroline is the original antiseptic cream of India. “Boroline works wonders” the current

sign off reflects the trust of generations of consumers. To three generations of Indian

consumers, Boroline has evolved as a caring and trusted member of the family to whom

one turns to when in need. Family values and tradition have continued to be an integral

part of Boroline brand profile. Boroline is a truly heritage brand.

AYUR HERBAL CREAM

It prevents ageing & dehydration of skin. A special cream for massage has extra

moisturizing properties and imparts a glow to skin. It nourishes & rejuvenates sagging

skin. The extra oil helps in increasing blood circulation. It's a revolutionary new cream. It

nourishes, protects and revitalizes the skin, gratifying the thirst of every skin type, moves

the progress of your skin forward visibly. It works on the marks of the entire face &

makes your skin satiny soft. Gives devitalized & tired skin a clear youthful radiance.

PONDS CREAM

A lightening moisturizer that,

Gives a radiant pinkish-white glow

Gently evens out skin tone

Nourishes your skin

BOROPLUS

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Himani BOROPLUS is a skin-friendly preventive, protective herbal antiseptic cream. It

is the largest selling antiseptic skin cream in India, Russia, Ukraine, Azerbaijan and

Kazakhstan.

As part of ongoing improvement of our products, the everyday BOROPLUS Essential

Skincare range was introduced to meet every need and suit every skin.

Himani BOROPLUS Essential Skincare with the unique blend of herbal actives and

natural oil extracts in an advanced formulation gives your skin the perfect care it needs -

providing effective solutions which work in harmony with the skin without any side

effects.

FAIR & LOVELY

Fair & Lovely is formulated with optimum levels of UV sunscreens and Niacin amide that

is known to control dispersion of melanin in the skin. It is a patented and proprietary

formulation, which has been in the market for 25 years. Niacin amide (Vitamin B3) is a

water-soluble vitamin and is widely distributed in cereals, fruits and vegetables - and its

use in cosmetic formulations has been known for various end benefits. The UV

components of the formulation are scientifically chosen and used at optimum levels to

provide wide spectrum protection against UV rays of the sun. Specifically, this patented

formulation offers a high UVA protection, which is more relevant to Asian skin than plain

SPF protection creams sold in the West. All the active ingredients in the Fair & Lovely

formulation function synergistically to lighten skin color through a process that is natural,

reversible and totally safe.

RESEARCH ANALYSIS

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Q.1 Do you use face cream?

Yes

No

INTERPRETATION: Analysis reveals that 96% of the respondents were using face cream and

4% were not using any face creams.

Q.2 Rank the following creams in terms of preference?

RANKING OF VICCO (1-MOST PREFERRED, 6 LEAST PRFERRED

RANK 1 3

RANK 2 7

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RANK 3 7

RANK 4 6

RANK 5 10

RANK 6 17

INTERPRETATION: As per the analysis only 3 out of 50 respondents ranked Vicco cream as no. 1, 7 ranked it as

no. 2, 7 ranked it as no. 3, 6 ranked it as no.4, 10 ranked it as no.5 and maximum 17 respondents ranked Vicco as

no.6.

Q.3 Are you aware of the product “VICCO Turmeric Ayurvedic cream”?

Yes

No

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INTERPRETATION: 100%of the respondent were aware about theVICCO Tuermeric Cream that shows that till

now people remember the product despite of low promotion.

Q.4 Have you & your family member ever used it?

Yes

No

Don’t Remember

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INTERPRETATION: As per the analysis ,out of 50 respondent 23 respondent confirmed that yes the VICCO

cream is either used by their family or themeselves whereas 20 respondent confirmed that neither they used it nor

their family members and remaining 7 respondent said they don’t remember.

Q.5 How do you came to know about “VICCO Turmeric Ayurvedic Cream”?

TV Newspaper

Radio Magazine

Family & Friends

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INTERPRETATION: Modes of advertisement play an important role as company spent huge amount on

advertisement. According to the analysis 76% respondent came to know about the VICCO turmeric cream through

TV whereas 14% from Family and friends 5% felt through newspaper and another 5% felt through radio.

Q.6 What appeal you most in “VICCO Turmeric Ayurvedic Cream” advertisement?

Product Feature Jingle & Signature tune

Color Theme celebrity

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INT

ERP

RETATION: analysis reveals that 48% of respondent felt that product feature in the VICCO cream advertisement

appeals them the most whereas 45% felt that the jingle and signature tune , 4% felt celebrity and remaining 3% felt

that the color theme of the VICCO Turmeric cream were appealing .

Q.7 When looking at an advertisement which type of advertisement message do you prefer for

FMCG product?

VERY SOMEWHAT NOT QUITE NOT SUITABLE AT

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SUITABLE SUITABLE SUITABLE ALL

Using Indian celebrity 25 21 4 0

Using foreign celebrity 2 21 12 15

Using Indian ordinary people 20 26 2 2

Using Foreign ordinary people 1 5 22 21

Present product features and functions

clearly 32 18 0 0

Present professional trust 24 20 5 1

Showing social life & relationship 17 29 4 0

Showing creative design 20 24 5 1

Jingle 35 14 1 0

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INTERPRETATION: According to the analysis out of 50 respondent 25 felt that use of indian celebrity is very

suitable for an advertisement whereas 21 respondent felt that use of foregin celebrity in ads is somewhat suitable,26

respondent were also response the same,22 respondent goes with use of foregin ordinary people in ads, 32 goes with

product features and function clearity,24 goes with present professional trust ,29 goes with showing social life and

relationship and 35 goes with jingle.

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CHAPTER 4:

CONCLUSIONS AND

DISCUSSION

FINDINGS

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-Everybody is aware of “vicco turmeric ayurvedic cream” as 100% of respondents are aware

about it.

- Vicco turmeric ayurvedic cream is the least preferred face cream among all taken face

cream in our research.

-Almost half of the respondents or their families has used vicco turmeric ayurvedic cream.

-Tv advertisements play an important role in creating awareness about the cream.

-Product feature highlighted in the commercial and signature tune has appealed to most of

the respondents.

-Respondent preferred using Indian celebrity as compare using foreign celebrity.

-Majority of respondent preferred using Indian ordinary people instead of foreign ordinary

people.

-Presence of product feature & Functions, exposure of social life & relationship, presence of

creative design and jingle in an advertisement are more preferred by people.

SUGGESTIONS

-People are aware of vicco turmeric ayurvedic cream, so company should advertise heavily to

stimulate purchase.

-Various promotional activities such as pop’s, canopy, outdoor bilboards,

Contest in various part of country need to be done.

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-Fresh advertisement for TVC and print ads needs to be designed with high frequency.

-Jingle & the signature tune can be kept same of previous advertisement as people can recall to it

very easily.

-Company can promote its product in untapped rural market.

-packaging of the product should be changed with a new face.

-celebrity endorsement should be there who can relate with the cream.

CONCLUSIONS

Communication Objectives:

1- Reminder advertisement

2- Drive Trail

3- Drive Action

4- Influence the influencers

Target Market:

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Our target audiences are urban and rural males and females’ age group 10 – 45. We will

target mainly target females and youths.

Product Image and Brand Personality:

Since our target market is urban and rural males and females with the age group of 10 to

45 years but we primarily intend to focus on two age groups i.e. from 16 to 25 (youths)

and from 25 to 30+ (Which are the job doing males and females).

Creative strategy:

In our ad we will be focusing on children’s, teenagers, youths and families facing

problems like

Pimple

Acnes

Boils

Burns

Skin disorders

Blemishes

And the solution for all these problems is multi-purpose “VICCO TURMERIC

AYURVEDIC CREAM”

Media strategy:

Promotion is a paid form of mass communication using a media. The media which we

will be using to remind and propagate the awareness of our product are as follows:

Electronic media:

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We will be using television and radio to a large extent so as to get maximum recall and

stimulate trial. The channels which we will be considering to air our advertisement are

national, star plus, colors, Sony, Radio mirchi, MEOW….

The time slot will be usually at 8 to 11 and on holidays and Sunday 10 to 2:30 in the

afternoon and in the evening after 7:30 pm.

For the 1st month daily repetitions during the selected prime times will be done.

Print: Newspapers, Magazines, Hoardings and Billboards

Newspapers:

During the first 3 months major dailies across INDIA such as Navbharat Times, Punjab

kesri, Times of India, Hindustan times which will carry prominent eye catching visual

advertisement to remind and arouse interest in VICCO turmeric Ayurvedic cream.

Magazines:

India today: one of the most famous magazines across INDIA

Film fare: film fare magazine is one of the most read magazines by youth

Grahashoba: famous Hindi magazine read by housewives

Femina: Famous magazine read by females of metros

Brunch: Weekly magazine of Hindustan Times

Hoardings:

Most of the major cities will carry a display of VICCO turmeric Ayurvedic cream on

hoardings at key points. Key areas such as near shopping malls, railway stations, cinema

halls, metro stations, highways with heavy vehicular traffics will be covered.

Internet:

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Advertising will be done by pop ups, email, email and through social networking sites.

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PRINTADVERTISEMENT

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EXPLAINATION

MOTHERLY CARE

VICCO TURMERIC AYURVEDIC CREAM TAKES CARE OF YOUR

CHILD WOUNDED KNEE

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FRIENDLY HEALING

VICCO TURMERIC AYURVEDIC CREAM HEALS YOUR PIMPLE AND

ACNE JUST LIKE YOUR FRIEND.

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YOUR LOVE

BEAUTIFUL SKIN A GIRL’S FIRST LOVE

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FAMILY CREAM

VICCO TURMERIC AYURVEDIC CREAM TAKES CARE OF YOUR

EVERY FAMILY MEMBER

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VICCO TURMERIC MULTI-PURPOSE

AYURVEDIC CREAM

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CHAPTER 5

Bibliography

http://www.viccolabs.com/vicco/Index.aspx assessed on Wednesday 7th October 2009,

11:30p.m

http://www.viccolabs.com/vicco/Products.aspx?ProdNo=M5 assessed on Wednesday

14th October 2009, 11:30a.m

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http://www.naukrihub.com/india/fmcg/overview/skin-care/ assessed on Wednesday 21st

October 2009, 1:30a.m.

http://www.hul.co.in/brands/fairnlovely.asp assessed on Wednesday 28th October 2009,

10:30a.m.

http://products.jimtrade.com/2/care_products_treatment.htm assessed on Wednesday 11th

November 2009, 11:30a.m.