BRAND PROPOSAL

MEDIMIXSubmitted By –

Brand Mangers

#Jatin Agarwal (2013123)

#Lakshay Sahdev (2013139)

#Meet Sabarwal (2013149)

#Mohit Chaudhary (2013156)

#Mrigang Saurabh Dwivedi(2013158)

#Navya Mukhi (2013162)

INTRODUCTION

• Company: Cholayil group founded by Dr. V. P. Sidhan, Chennai

• Incorporated in: 1969

• Category: Soaps, Hand wash, Face wash

• Sector: FMCG

• 85 paise at the time of launch 

PRODUCTS• Medimix classic soap

• Medimix sandal soap

• Medimix tranparent soap

• Medimix deep hydration soap

• Medimix ayurvedic soap

• Medimix glowing skin soap

• Medimix ayurvedic face wash

• Medimix herbal handwash

• Medimix clear glycerine natural toning soap

• Medimix oil balance bar

COMPETITORS

CUSTOMERS

•Household Customers

• Institutional Customers

•Household Customers

• Institutional Customers

CATEGORIES OF BRAND

• NON-STARTERS

• LAGGARDS

• STARS

• PROMISING

MEDIMIX- STARS

WHAT IS MEDIMIX

• Logo:

• Tagline: “ABSOLUTE REJUVENATION”

• Positioning: Herbal Product

• Theme: “Kudrat Ka Sparsh”

• USP: 18 Herbal Ingredients

• Perception: Medicinal Soap

• Concentration: Southern India

MEDIMIX AS A BRAND• Second largest Ayurvedic soap brand in the country

• Presence in more than 50 countries

• Unique combination of 18 herbs

• Offers effective protection against pimples, rashes, prickly heat, body odour and other such skin problems

• Only soap brand which reveals all the name of its ingredients in the packaging

• Brand was targeted mainly at SEC BC segment

• Maintained a low profile image in the market

• Spends less on adverts

CHANGES OVER TIME IN MEDIMIX

LOGO

THEME: “

ENTITY

CATEGORY

SACHCHAI AUR SURAKSHA” “KUDRAT KA SPARSH”

South-based National

Herbal Soap Beauty Soap

WRONG BRAND EXTENSION

• Cough syrup• Coconut oil

WHAT OTHER THINGS WENT WRONG

• Sales promotions• Packaging• Competitor coming up

with same positioning- “JEEVA”

• Wrong communication strategy

ANALYSIS• One of the few brands that had positioned itself as a herbal soap when the

market was full of synthetic soaps

• Brand needs to look into the advertising strategy of these products and position them properly

• Package design shapes consumer perceptions and can be the determining factor in point-of-purchase decisions

• Medimix was marketed heavily in south India

• Brand fell into the trap of sales promotion driving the sales

• Advantage of higher pricing power –didn’t use it properly

• People only looked at it as a medicinal solution to their skin problems

• Communication was limited in regional languages

• Celebrity blunders

LET’S BUILD OUR BRAND FURTHER…

BRAND/LINE EXTENSIONS

• Skin Cream

• Moisturiser

• Wet tissues

• New variants in soap

  Moisturiser Skin

Cream

Wet

Tissues

New

variants in

Soaps

Price

Premium

(in Rs.)

110 90 30 30-40

PRICING

Note: Prices will vary according to sizes

SKIN CREAM

COMPETITORS- Only Fair and lovely

Ayurvedic Cream and Vicco Turmeric

Leaders and pioneers in Ayurvedic and herbal products

SUCCESS

MOISTURISER

No other major herbal brand

Can successfully peneterate the

market

WET TISSUES

CAN EASILY ENTER INTO YOUTH’S MIND

INCREASE THE REACH OF PRODUCT

• Special tie-ups can be done with big shopping marts like big bazaar for a better shelf presence

• Distribution channels and distributors should be increased in other regions of India, especially in north

• Focus towards tier 1 cities also

COMMUNICATION

• Online Marketing

• TVC is required on all the national channels

• Focus more on the product than the situation

• Focus on complete family

• Website has to be updated with all the new products and the latest offers

• Social networking websites

• Avoid placing of our product with our competitors

BREAK THE IMAGE

•Penetrate the upscale market as well that is the upper middle class

•Housewives to youth

BRAND ASSOCIATIONS

Organise or be a part of some beauty contests as a sponsor

=Image from only being a medicinal soap changes to a beauty soap so as to reach younger generation

TIMELINE AND INVESTMENT PLAN 

 

Time line for

Implementation

 

Investment Plan for

Implementation

November, 2014 Releases new TV commercials

with on all national channels.

Starts Promotional events in

different beauty shows and

beauty contests

 

Make sure the advertisements

are present in all the regions

of India

 

5 crore INR for the new TVC

1 Crore INR for all

promotional activities.

50 lakhs INR Website upgradation and Social marketing

January, 2015 Start aggressive promotional

campaigns (to convert brand

recall into purchase) in urban

areas.

 

5 crore INR for the TVC

2 crore INR for promotional

events in urban residential

areas covering 4 big cities.

March, 2015 Tie up with Big Bazaar and

other super stores and ensure

the brand visibility on the

shelf .

1 Crore for increasing

distributors

May, 2015-September,

2015

Make sure the breath of

awareness is maintained

throughout

3 crore INR for the TVC

 

EXPECTED OUTCOMES

  Moisturis

er

Skin

Cream

Wet

Tissues

New

variants

in Soaps

Market

Share

(in %)

10 6 12 15

Top Line: Predicted to increase by 10% in 6 months of initiating the campaign.

IN FUTURE….

• Invest in R&D to innovate products with distinct USP

• Launch new line extensions with a new value proposition with every extension.

• Launch new flavours in soap category

• Change the packaging for every extension, showcasing yours is a dynamic brand, tapping on the current needs of the customer

• Tie up with more institutional buyers

• Other extensions are also possible like moving into health supplements sector

HAPPY SALES