MARKETING PLAN FOR

DELICARESTRETCH MARK REMOVAL LOTIONBy:

Ankita GoelBhavya Garg

Manika TekriwalMitesh ThackerRahul Bhosekar

Saloni MehtaUrvashi Dogra

Our Belief

Vision

“To create a world where beauty is a source of self confidence”

Mission

“Herbal Wellness a way of defining natural beauty to people”

Our Philosophy

“We are committed to provide eco-chic beauty by using essential oils, vitamins and plant extracts. It’s not just about what is in our powerful formulae, it’s about what’s not in them that sets us apart. We offer natural products and believe in embracing the inner and

enhancing the outer beauty.”

Business Objective In Consumer Language

Market Definition

We help you discover and enhance your natural beauty

Product Personal

Care

Product Definition We make

Herbal products

Company Profile

Inception of “HERBAL TREE”: Jan 2014, Headquartered in Mumbai

Setting up manufacturing plant in Gujarat

Introducing Herbal Stretch mark removal lotion “DELICARE” for pregnant ladies.

Launching by the end of 2014

Planning to extend our product line by next 6 months.

Organization Structure

CEO

Sales Marketing

Product Manager

Brand Manager

Communications

Managing Director

Market Profile

• Drivers leading to increase in demand for skin care products are:

• Rising awareness and beauty consciousness• Increase in income• Increase in standard of living

Our competitors

Competing in the same segment

as Delicare:

• Biotique- bio cocoa butter

• Lotus- cocoa caress

• VLCC- body shape up

Competing in other

segments:

• Bio-oil• Palmer’s oil• Body shop• Guinot• Mederma

Competing with substitute products:

• Moisturizer(for eg: Nivea, Vaseline)

• Massage oils• Home Remedies

Segmentation and Targeting

● Segments:● Pregnant women● Teenagers● Athletes and body builders● Obese

● Our present target group:

Pregnant women

Pen Portrait

Loving someone deeply before you even meet them.

Checks her baby bump in the mirror every morning

Morning sickness that lasts. All. Damn. Day.

Nausea due to smell

Willing the worst pain of your life to come. SOON.

Even the commercials make you cry.

Mood swings

Sleeping in a fortress of pillows.

Product Profile

• Odourless• Cooling effect• Quick

absorption

•Removes stretch mark

•Skin enhancement

•Tightening of skin•anti-itch•non-greasy•moisturization

• A herbal lotion

•Removes Stretch Marks

Core Benefit

Basic Product

Augmented

benefit

Expected

benefit

Product

• Product Form: Lotion

• Product Colour : Light green

• Product Composition:• Aloe vera: healing and rejuvenating

• Lavender oil: elasticity of skin, moisturizing and glow

• Neem: removes itchiness and dryness

• Sandalwood : cooling effect and enhances elasticity

• Chamomile: quick absorption (hydrating agent)

• The product is made odourless by a process called deodourization which is

the last step in the manufacturing process.

• Product Variants:• Pre Natal : Odourless

• Post Natal : infused with fragrances

• Lavender

• Rose

Packaging of the product

Ingredients: Aloe Vera, neem, lavender oil, sandalwood, chamomile, tulsi, mandarin, alfa alfa, yashtimadhu oilUsage: Twice a dayNet volume:100 mlMRP: Rs.250MFD: August’14Use Before: 24 months

Reverse side of the bottle

Prospective Product Mix

Personal Care

Skincare

Body Lotions

Moisturizer

Removal

Creams

Sunscreens

Anti wrinkle Creams

Face packs

Haircare

Shampoos

Conditioners

Serums

Hair Gel

Cosmetics

Kajal

Foundation

Lip Balms

Ittar

Grooming Equipment

s

Razors

Manicure Kits

Baby Product

s

Baby Food

Gripe water

Baby Care

Baby Lotion

Baby Powder

Baby Shampo

o

Healthcare

Digestives

Herbal Antacid

s

Food Product

s

Beverages

Juices

Energy Drink

Green Tea

Honey Organic Foodgrain

s

Wholesome

SnackDigesti

ve Biscuits

Culinary Herbs

Thyme

Parsley

Oregano

Forward Integration

Forward Integration

Salons & Spas

Retail Outlets

Branded Stores

Pharmacy Stores

Wellness centres

Yoga Centres

Naturopathy

Recreational Centres

Training Institutes

Beauty expert training

Culinary Training

Naturopathy training

Ayurvedic Hospitals

Backward Integration

Farming

Organic

Herbs

Horticulture

Pricing

Our strategy is Competitive pricing

Product Price (per 100

ml)Minimum Packs

Available

Lotus Rs. 75 300 ml – Rs.225

Biotique Rs. 327 55 ml – Rs.180

VLCC Rs. 425 100 ml – Rs.425

Delicare Rs.200-Rs.300 100 ml

Promotion

● Trust Factor: Targeting gynaecologist for promoting our products.

● Increasing visibility in gynaecologist clinics and maternity wards by:

● Posters● Stationary

● Rubber Stamp: gynaecologist stamping the pregnant women’s belly with our brand seal.

● Baby book for memories

● Visibility in medical stores by point of purchase display.

● Targeting expecting parents through pathological labs by placing our advertisements in their reports via email.

• Placing advertisements in pregnant women blogs using Google Adwords

• Placing video advertisements on Youtube

• Placing Advertisement of our product on apps.

Advertisements

Social Media

Print Media

Nature’s way to pamper you

Placing advertisements in women magazines like Femina, Grihshobha.

Distribution

•Manufacturer•Distributor•Retailer•Supermarket•Chemist store•Retail Stores•Eg: Mom & Me

Consumers

Year 1: Targeting 8 Megametros

Year 2 : Expanding to Metros

Online Retailing

Summary

● Herbal Tree is entering the market with our first product i.e. the stretch mark removal lotion: “Delicare”

● Our primary consumers are the pregnant women in pre-natal and post-natal phase

● We follow Competitive Pricing Strategy and our product will be priced in between Rs.200-300

● Positioning the product as a unique formula which is odourless and has a cooling effect

● Promotion for the Product will be done by different Marketing Communications

● Distribution in the beginning will be via distributors and retailers in megametros and metros

● We plan to launch other products like moisturizers, etc, in the next 6 months

● In the long run, we will start our own branded retail outlets

THANK YOU!!