Effects of introduction of various competitors

Vicco Turmeric Ayurvedic Cream is one of the major products of VICCO GROUP. It really is a attempting brand due the emergence of various competitors which heavily advertise their product.

Purpose of this Study

The objective of the job is to build a marketing arrange for the ayurvedic cream through various methodologies also to build an advertising campaign while showing the multipurpose uses of the cream and which will be effective to boost the awareness of the business in consumer's head.

Scope and concentration of the thesis

The main range of the project is to study the current advertising campaign of the business, to keep an eye on the emergence of various competitors and also to plan reminder advert using various modes of advertising.

Thesis Outline

Vicco Group, set up in 1952, is the maker of aesthetic products in India which focus on the merchandise of the Ayurveda. Ayurveda is the historic Indian system of natural medicines. With the mixture of the traditional wisdom with modern technology, Vicco Group has its footsteps in almost all countries in Asia, Europe, America, Africa and Australia.

The perspective of the firm is to attain out to every civilisation. The assurance is to make boons of the Ayurveda available to every home, considerably and close to.

The selection of products of Vicco Group includes Turmeric FACE CARE CREAM, Vajradanti Paste, Vajradanti Powder, Vajradanti SF (Sweets Free), Turmeric Multipurpose Cream,

Turmeric Face Rinse, Turmeric Face care cream (Oil Base), Turmeric WSO Cream, Narayani Cream.

Founded in 1952 by past due Shri K. V. Pendharkar, the VICCO Group has surfaced as makers of the greatest internationally known products of the Ayurveda, the early Indian system of natural medications. Having production units at Dombivli, Nagpur and Goa in India, their twelve-monthly turnover has obtained to Rs. 1500 thousands. About 15% of company's total development goes to abroad market. VICCO products constitute 4% of India's paste market.

Right from its inception in the 1952, the VICCO Band of companies has been charting an unwavering course that has catapulted the group into international limelight. But for a problem, it's only a humble hop.

To project the correct picture of Ayurveda at home and in another country, Vicco planned to create components of daily use, such as natural powder, paste and face-cream based on Ayurvedic ideas. Thus were created the famous VICCO make of products.

Vicco products been successful in achieving the following -

The great things about ayurveda have been taken to the normal man

It has been proven that the medicinal ingredients present in ayurvedic products are far better and don't have side-effects

Vicco could make use of India's most old research of natural healing

However, VICCO doesn't lay claim to have invented anything new. As an enterprising company, they have only produced for the ready use of mankind what was already uncovered in the early times itself.

The plastic industry which is up for a complete makeover is rediscovering the organic formulae in its products. It is estimated that the aesthetic industry is growing at a growth percentage of 25% yearly.

More and more companies are rising in to the cosmetic industry and adding an array of cosmetic products. The main players in this industry include Hindustan Lever Ltd. , Ponds India Ltd. , Lakme, Emami Ltd, Cavincare Ltd, Godrej Consumer Products Ltd. , Lotus Herbals India Ltd. , Procter and Gamble Hygiene and Health care Ltd. , Cadila Medical care Ltd. , Amway India Ltd.


All the major marketing management decisions can be categorized in another of the following four categories - The 4 P's:





These parameters are known as the marketing mixture or the 4 P's of marketing. The term "marketing blend" was coined by Neil H. Borden in his article "The Concept of Marketing Mix" in 1965. The substances in Borden's marketing combine included product planning, pricing, branding, distribution stations, personal advertising, advertising, promotions, packaging, display, servicing, physical handling, and truth finding and evaluation.

These four P's are the variables that the marketing director can control, at the mercy of the inner and exterior constraints of the marketing environment. The goal is to make decisions that centre the four P's on the customers in the mark market in order to create identified value and create an optimistic response.


Pricing a product is of several ways - which mainly includes:

Penetration Pricing

Economy Pricing

Price Skimming

Premium Pricing

Penetration Charges is where the price that is recharged lower in order to gain market show.

Economy Costing can be preserved by keeping the costs of marketing and creation at a minimum.

Price Skimming is charging an increased price for the merchandise when there is a substantial competitive advantages. This high price appeals to new competitors in to the market and then the price inevitably lessens scheduled to increased resource.

Premium Charges is also used whenever a substantial competitive benefits exists. However, the purchase price is retained high due to the uniqueness of the merchandise.


Place is also called route or intermediary or syndication. It is a mechanism through which the merchandise are relocated from the maker to the consumer.

Though there are various kinds of channel intermediaries, wholesalers, vendors, agencies and internet are the major ones to be quoted.

Channel Intermediaries - Wholesalers

Wholesalers breakdown the bulk into smaller deals for resale by the retailer. They obtain the manufacturers and sell it to the stores while taking the possession of the products. They minimise the physical contact between the sellers and the manufacturers. Most often wholesalers also take responsibility on the marketing.

2. Route Intermediaries - Agents

Agents are mainly used in international marketplaces and typically work on payment basis with the manufacturers. Contrary to the wholesalers, real estate agents neither take the duty of marketing nor tend to take the title of the goods. Agents are typically expensive to teach and difficult to motivate

3. Channel Intermediaries - Retailers

Retailers on the other side have a stronger connection with the consumers and hold several brands and products. They often offer credit to the clients. Retailers have the final selling price.

4. Route Intermediaries - Internet

The Internet has a geographically disperse market and the key benefit of the web is that market products reach a wider audience


The Product Life Cycle (PLC) is based upon the natural life cycle. After something is launched in to the market, in a course of time, it will gain customers and eventually stabilises in the market. Either with the trends or the intro of the rivals, the product goes into decline and is also eventually withdrawn

The term "product" refers to physical, tangible as well as services.

Brand name, Styling, Packaging, Features, Guarantee and other accessories and services are the most common things which can be taken into account through the product decisions.


Promotion represents the several areas of marketing communication which is jeopardized of the following major components:

1. Personal Selling

The effective way of taking care of customer connections is by personal advertising. Tjis can be done through the sales individuals where the sales person acts on behalf of the business.

2. Sales Promotion

Sales promotion tends to be regarded as being all promotions apart from advertising, personal advertising, and pr. BOGOF is among the finest examples for slaes campaign while some include couponing, money-off promotions, competitions, free accessories, introductory offers etc.

3. Public Relations (PR)

Public Relations is thought as 'the deliberate, planned and sustained work to establish and keep maintaining common understanding between a business and its own publics' (Institute of Public Relations). Pis expensive but, however, is relatively cheaper where the successful strategies tend to be long-term

4. Direct Mail

Direct mail is very highly focussed upon targeting consumers based upon a repository. Is the sending of publicity material to a called person within an organisation. There's been a massive growth in direct email campaigns over the last 5 years. Shelling out for direct mail now amounts to 18 bn a year representing 11. 8% of advertising costs (Source: Royal Email 2000).

5. Trade Fairs and Exhibitions

These will be the good means of making new associates while renewing the old ones. The goal of trade fairs and exhibitions improve the opportunities for the firms to meet with both trade and customers.

6. Advertising

Advertising can be used to create understanding, provide information and develop attitude to gain response from the mark market. Advertising through marketing is one of the very most sought after advertising through newspapers, magazines, journals, tv set etc.


Situation Analysis

Ayurveda is the early Indian philosophy of health and wellness. It means the 'skill of living smartly. ' The wisdom of Ayurveda stimulates us to take responsibility for our very own health in line with the different stages of our own lives, the seasons, and the surroundings we live, work and play in. These factors all have a large impact on our health and it seems sensible to adjust our lifestyle accordingly so we can continue steadily to live in harmony with this body and stay at ideal health.

Turmeric, which is made up of Curcumin, is one of the nature's most effective healers known for its anti-inflammatory properties. The recent research has turned out that turmeric when applied to the skin, reduces pigmentation, softens your body, makes the skin supple, and battles diarrhoea. Turmeric offers benefits to skin. Because it is natural, it is used safely and securely in many makeup and skincare remedies. The usage of turmeric boosts overall skin health and really helps to protect your skin against disease and other skin area conditions. From queens to commoners, turmeric has been indispensable as a skin-care planning and grooming help for every woman. This is because 63% of the body functions are said to be controlled by the skin alone

However, the staining aftereffect of curcumin on individual epidermis is very obvious, does not wipe out acne causing bacterias and it generally does not reduce sebum production.

VICCO has blended the goodness of TURMERIC which is thought to prevent the penetration of super violet sun into the epidermis and thus retains the original color of the pigment of your skin, with the richness of genuine SANDALWOOD Olive oil which is supposed to be the most cooling aspect in Vicco Turmeric Cream.

Being 100 % pure and natural, with all the current wonderful features of turmeric and sandalwood oil, Vicco Turmeric Cream gives the skin area a radiance that mere beauty products can't maintain a light to.

It can be an all-in-one cream for Fairness, comes, acne, pimple reduction and other skin area disorders.

Competitive Analysis

SWOT Evaluation is the most renowned tool for audit and evaluation of the overall strategic position of the business enterprise and its environment. Its key goal is to recognize the strategies that will create a company specific business model that will best align an organization's resources and functions to certain requirements of the surroundings where the firm functions.

SWOT means for Advantages, Weaknesses, Opportunities and Hazards. Strengths (S) and Weaknesses (W) are believed to be inner factors over which you have some measure of control. They are able to include resources, skills at its removal, compared to its competitors. They can be measured using inner assessments or external benchmarks. Opportunities (O) and Dangers (T) are believed to be external factors over that you've essentially no control. It offers demographic, economic, politics, technical, cultural, legal factors. Any company must make an effort to create a fit with its external environment.


The competitive examination, focussing on the major competitors in the market for Vicco Turmeric Cream is discussed below:


Borolene is the initial antiseptic cream reflecting the trust of the consumers from the previous three decades in the Indian Market. The product has evolved as a reliable family member where in fact the tradition has been the vital area of the Borolene brand account and a really heritage brand.

Ayur Organic and natural Cream

Ayur Organic Cream is a cream with extra moisturizing properties which imparts a shine in the skin. It also inhibits ageing and dehydration of your skin. The extra oils in the cream help in the blood blood flow and and nourishes the sagging pores and skin. It nourishes, protects and revitalizes the skin, gratifying the thirst of every skin type, moves the improvement of your skin forward visibly. It works on the grades of the whole face to help make the skin satin soft and gives a specific younger radiance to the devitalized epidermis.

Ponds Cream

This is a lightening moisturiser that evens your skin tone, nourishes and gives a glowing pinkish-white shine.


Himani BOROPLUS is a skin-friendly preventive, protective natural antiseptic cream. It's the largest selling antiseptic skin cream in India, Russia, Ukraine, Azerbaijan and Kazakhstan.

As part of ongoing improvement of the products, the each day BOROPLUS Essential Skincare range was introduced to meet every need and suit every skin area. Himani BOROPLUS Essential Skincare with the initial blend of natural actives and natural essential oil extracts in an advanced formulation offers your skin the perfect care it needs - providing effective alternatives which work in harmony with the skin without any aspect effects.


Fair & Lovely is developed with optimum degrees of UV sunscreens and Niacin amide that is known to control dispersion of melanin in your skin. It is a trademarked and proprietary formulation, which has been in the marketplace for 25 years. Niacin amide (Vitamin B3) is a water-soluble vitamin and is greatly distributed in cereals, fruits & vegetables - and its own use in plastic formulations has been known for various end benefits. The UV the different parts of the formulation are clinically chosen and used at optimum levels to provide large spectrum protection against UV rays of the sun. Specifically, this patented formulation offers a higher UVA coverage, which is more highly relevant to Asian skin than simple SPF protection products bought from the West. All of the active ingredients in the Fair & Lovely formulation function synergistically to brighten skin color through an activity that is natural, reversible and totally safe.


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

about it.

- Vicco turmeric ayurvedic cream is minimal preferred face cream among all used face

cream in our research.

-Almost 1 / 2 of the respondents or their own families has used vicco turmeric ayurvedic cream.

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

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

the respondents.

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

-Majority of respondent preferred using Indian common people instead of

foreign ordinary


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

creative design and jingle within an advertisement are more preferred by people


-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 a variety of part of country need to be done.

-Fresh advert for TVC and print out ads needs to be made with high occurrence.

-Jingle & the personal tune can be held same of previous advertisement as people can remember to it

very easily.

-Company can promote its product in untapped rural market.

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

-celebrity endorsement should be there who is able to connect with the cream

-Fresh advert for TVC and print out ads must be made with high consistency.

-Jingle & the signature tune can be retained same of prior advert as people can remember to it

very easily.

-Company can promote its product in untapped rural market.

-packaging of the merchandise should be modified with a fresh face.

-celebrity endorsement should be there who is able to connect with the cream.


Communication Aims:

1- Reminder advertisement

2- Drive Trail

3- Drive Action

4- Affect the influencers

Target Market:

3 0

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

target mainly aim for females and youths.

Product Image and Brand Personality:

Since our target market is urban and rural men and women with this band of 10 to 45 years but we mainly intend to focus on two age ranges i. e. from 16 to 25 (youths) and from 25 to 30+ (Which will be the job doing males and females).

Creative strategy:

In our ad we are focusing on children's, teenagers, youths and households facing

problems like





Skin disorders


And the answer for all these problems is multi-purpose Vicco turmeric Ayurvedic Cream

Media strategy:

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

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

Electronic Media:

We will be using television and radio to a sizable extent to be able to get maximum recall and

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

national, legend plus, colors, Sony, Radio mirchi, MEOW.

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

afternoon and in the evening after 7:30 pm.

For the very first month daily repetitions during the selected perfect times will be done

Print: Newspapers, Magazines, Hoardings and Billboards


During the first three months major dailies across INDIA such as Navbharat Times, Punjab kesri, Times of India, Hindustan times which will carry prominent vision catching visual advert to remind and arouse desire for VICCO turmeric Ayurvedic cream.

M agazines:

India today: one of the most famous mags across INDIA

Film fare: film fare mag is one of the most read newspapers by youth

Grahashoba: famous Hindi journal read by housewives

Femina: Famous newspaper read by females of metros

Brunch: Weekly newspaper of Hindustan Times


Most of the major cities will carry a screen of VICCO turmeric Ayurvedic cream on hoardings at tips. Key areas such as near shopping malls, railway stations, cinema halls, metro stations, highways with heavy vehicular traffics will be covered.


Advertising will be achieved by pop ups, email, email and through cultural networking sites.

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