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This the PPT used for the competiton on Promotional Misfire held by the Marketing Club of my college. We did on the promotional misfire of Vicco....
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PALAN AD AGENCY
PROJECT ON VICCO TURMERIC
ZZZzz….
INDUSTRY OVERVIEW• Total market share of fairness creams –
700 crores• Key players– HLL’s Fair & Lovely – market leader – Cavin Kare’s Fair ever– Emami
• Minor domestic players– Himalaya– Ayur– Dabur– Biotique– Fem– Everyuth
ABOUT VICCO
• Founded in 1952 by late Shri. K.V.Pendharkar.
• Production units at Dombivli, Nagpur and Goa
in India
• 15% of company’s total production goes to
overseas market.
• Ayurvedic products
• Exports : U.S.A, Canada, Mexico, Surinam,
Africa, Mauritius,Fiji,Saudi Arabia,Kuwait.
MISFIRE
• Early positioning - “To be brides”
• Poor promotion
• Monotonous Packaging
• Lack of variety in products
• Core competency – not concentrated on
• Coping up with changing times
CLEAR EVIDENCE
• Ads of Vicco Turmeric cream
SOLUTIONS
• Reposition the product
– Vicco turmeric cream - target the people who
wish for a glowing, healthy looking skin.
• Packaging– A better packaging to build brand equity and drive
sales – Modern look
• Poor promotion
– Take advantage of high brand recall
– Maintain the same catchy jingles
– Competitive advantage appeal and emotional appeal
for advertisement
– Ads can be displayed in more channels
– Promotional activities – offers, discounts, samples, etc
can be given
– Point of purchase displays
– Rejuvenate the brand (brand makeover with a hype)
• Variety of products– Capture the market for men
• Core competency – not concentrated on
– Ayurvedic contents
– First move advantage
• Coping up with changing times
– Instill a feel of empowerment and motivation in
women
– Cultural change and life style
BRAND AMBASSODARS
SHRUTHI HASSAN IMRAN KHAN
THANK YOU!!!