Advertisement & sales PromotionIntegrated Marketing Communications Plan

Presented by Xavier Prakash in JBIMS 2007-2010

Market review

The market size for fairness cream in India is estimated to be Rs.950 crore.

The market growth rate ranges between 30 % on a year-to-year basis.

The leading players in the market includes Hindustan Lever Ltd., (HLL's) 'Fair & Lovely' with 76 percent of the market share and Cavin Kare's 'Fairerer' with 15 percent of the market share.

Godrej's 'Fairglow', Emami's 'Fair and Handsome', Vicco and Himalaya share the rest of the market share.

It has been estimated that males constitute 20 percent of the total sales for fairness creams in India.

Reivax Smart Review A fair complexion has always been associated with success

and popularity. Men and women alike desire fairness, it is believed to be the key to a successful life. Well for women the market is loaded with fairness cream but for men there are few fairness creams.

Reivax is a pioneer in Health care products manufacturing Cosmetic products with the turnover of 100CR

Product launch Budget 5CR

5 power fairness system for men

Strong Peptide ComplexSunguardAnti-Bacterial

Stress busterHerbocool

Market ReviewFactor influencing the mens Cream market

As fashion trends and lifestyles change,

The attitudes and conceptions about human beauty

Today fairness is not a word mentioned only in the matrimonial advertisements

The society believe that being fair is being beautiful and handsome.

Competitor AnalysisMarket Share

Fair & Lovely by HLL- 56%

Fairever by Cavin Kare-15%

Fairglow by Godrej-5%

Fair & Handsome by Emami-4%

Others-20%

Problem Statement for Research

To measure the Perception, Attitude and purchasing Preference for mens Fairness cream

Cluster Analysis

Agglomeration Schedule

Dendogram

Final Clusters

Perceptual Mapping

Differentiation

Men’s Fairness Cream with Masculine Cologne Fragrance

Segmentation

Demographics

Gender (Male/Female)

Age Group 15 – 40 Yrs

Targeting

Age Group of 15-40yrs

Educated and employed Adult

Positioning

Reivax Smart for Smart Men

Marketing Objective

To acquire 10 % share in 3 Years

10 Crores in First Year

15 Cr in second Year

20 Cr in third Year

IMC PLANMedia objectives Who?

Men in the age group of 15-40

Urban & Rural population

Comfortable personal income

Educated

Media objectivesWhat?

The requirement is to create a high impact. Huge spends across media will be made to have the desired impact, which will reflect in the performance of the brand. Here impact will be traded for efficiency to achieve the desired result.

Media objectivesWhen?

During Summer

March - August

Media objectivesWhere?,How?

Above the Line

Television

Cable TV’s

Radio

Newspaper

Below the Line

Shows in malls

Hoardings

Banners

Budget

Above the Line

50lacs

Below the line

15 Lacs

Media StrategyTarget Market Strategy

Use TV during News & Sports intervals

Use Cable during movies

Media StrategyMarket Coverage/Timing

Mumbai city

9-10pm for TV

Radio commercials Morning 9-11am

Newspaper in Hindustan Times

Creative PlanSlogan

Reivax Smart for smart Men

IMCSales Promotion

Product Bundling

Supermax Shaving Kit

Business Magazines

Shows in Malls

SMS

Outdoor advt

Packaging

Key point Summary

As Reivax is a new entrant in the fairness cream market, we have the need to change the perception of the consumer to buy and try the new product, and hence the quality and the price should be lower than the existing brands.

The Strategy the Reivax should adapt: Pricing should be lower than the competition Product Bundling Easy availability Sponsorship to college festivals Focus on Cologne masculine fragrance Advertisement should have maximum reach.