Ushasuryawanshipgp29328 part 2&3 Brand Mgmt Submission

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EMAMI FAIR & HANDSOME Submitted By:- Usha Suryawanshi PGP29328

Transcript of Ushasuryawanshipgp29328 part 2&3 Brand Mgmt Submission

Page 1: Ushasuryawanshipgp29328 part 2&3 Brand Mgmt Submission

EMAMI FAIR & HANDSOME

Submitted By:-

Usha Suryawanshi

PGP29328

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Established in 1974, the Company was promoted by Mr. R.S. Agarwal and Mr. R.S. Goenka.

Annual turnover of USD 369 million in 2014-15

Presence in more than 59 countries including GCC, Europe, Africa, CIS countries and the SAARC nations

Emami has a market capitalization of USD 3.8 billion

Emami has an extensive distribution network with 34 lakh retails outlets and approx. 2800 distributors.

Domestic Business and International Business growing at a 5 year CAGR of 16% and 18% respectively

Emami Group is one of the leading & fastest growing personal and healthcare businesses in India.

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PRODUCT PORTFOLIO

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EMAMI FAIR & HANDSOME

Emami launched Fair & Handsome in October 2005, first fairness cream for men in India

Ranked 22nd among India’s most trusted brand in Personal care by Brand Equity Survey, 2014

Emami Fair & Handsome is growing at a CAGR of 15% since last 5 years

Fair and handsome constitutes 59% (USD 34.81 Million) of men’s fairness cream category in India

Research revealed that 30% of women’s fairness cream users were men

Emami leveraged the untapped market opportunity in the Men’s Fairness Category

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Product Name

Market Size (USD

Millions)

Product category

Composition(%)

Market Share

(%)2015

Navratna Oil 117 21% 65

Boroplus Cream 69 14% 76

Fair & Handsome 59 9% 59

Navratna Cool Talc 69 5% 27

others 51%  Total Revenue

(2015) 369 100%   

Personal Care category of Emami is worth USD 369 Million. Emami fair and handsome contributes 9% of the overall revenue of the company. Men’s fairness cream category in India is worth USD 59 million of which fair and handsome constitutes 59% of

the market share. Fair and handsome is the market leader in Men’s fairness cream category, consistently over the past 5 years.

PRODUCT CATEGORY BREAK-UP

21%

14%

9%5%

51%

Product Category Composition

Navratna Oil

Boroplus Cream

Fair & Handsome

Navratna Cool Talc

others

Source: Annual report of Emami group for year 2010, 2011, 2012, 2013, 2014, 2015, Investors presentation

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2012-13 2013-14 2014-150

500

1000

1500

2000

2500

1699 18212217

Revenue (in INR Crore)

Financial year

Re

ve

nu

e

Financial Year

Revenue (in INR Crore)

YoY Growth (%)

2012-13 1699 14.42

2013-14 1821 6.69

2014-15 2217 17.86

Emami regained its growth momentum in 2014-15 by recording a rate of 17.86%

In year 2013-14, there was a decrease in the growth rate compare to the previous year

REASON FOR DECLINE IN GROWTH1) Launch of similar product from the big market players in FMCG sector.2) Aggressive marketing strategy by competitors leading to stiff competition.

Emami showed a growth in the last 3 years with a CAGR of 23.36%

COMPANY GROWTH

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Financial Year

Total Market Size (in USD) million

YOY Growth

2012-13 62 -

2013-14 54 -15%

2014-15 59 7%

CATEGORY GROWTH

Market size of Men’s Fairness cream experienced a slump in growth from 2013-14 resulting in negative growth rate(-15%)

The decrease was due to substitution of fairness cream with similar products launched by competitors

The segment further flourished with the increase in 7% in the year 2014-15.

2012-13 2013-14 2014-15505254565860626466 62

54

59

Category Growth (Men's Fairness Cream)

Financial year

Mark

et

siz

e

Source: Annual report of Emami group for year 2010, 2011, 2012, 2013, 2014, 2015, Investors presentation

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2012-13 2013-14 2014-1556

57

58

59

1.451.51.551.61.651.71.75

1.57

1.721.69

Brand Growth

Market Share (%) YoY Growth (%)

Emami Fair and Handsome, stayed the market leader in Men’s Fairness Cream category.

From last 3 years, the market share for Fair and Handsome increased and reached to 59%.

The growth rate of brand fell because entry of new market players

Financial Year

Market Size (in USD)

millions

Market Share (%)

YoY Growth (%)

2012-13 62 57 1.57

2013-14 54 58 1.72

2014-15 59 59 1.69

BRAND GROWTH

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FRAME OF REFRENCE

• Double-strength peptide complex

• SunGard: (UV block) double power sun-guards counter overexposure of male skin to sun 

• Anti-Bactiplus

• Stress-buster

• Herbo-cool

POINTS OF DIFFERENTIATIONPOINTS OF PARITY

• contain hydroquinone: chemical to help attain original colour of skin.

• Kojic Acid, a vitamin C derivative with characteristics to block melanin production in the skin.

• Magnesium peroxide

• Retinoic Acid, a vitamin A derivative which helps peel off the surface layers of skin, thereby getting rid of dark pigmented skin cells

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TARGET SEGMEN

T

PRODUCT

PLACE

PRICE

PROMOTION

MARKETING MIX

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TARGET SEGMENT

Men Age group (15-35) Men conscious of their appearance Value for money

Desire a dedicated product for men’s fairness at affordable price

Middle class/ Upper class

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PRODUCT(Functional Benefits)

Double strength Peptide

complex

SPF 15

Vitamin B3

Anti – Bacterial agents

Nutra Complex

Micro sweat

absorbers

Liquorice Extracts

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PRODUCT(Emotional Benefits)

Fair skin linked to more peer pressure social acceptance and confidence

Pride and confidence

Self esteem

Freedom from using female products for grooming

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PLACE

CHANNELS

Local Kirana Stores

General Stores

Departmental Stores Chemists Supermarkets Online

Platforms

Extensive distribution network of parent company with more than 4000 distributors and 30 lakh retail outlets

Expansion in Bangladesh Nepal and UAE

Direct selling

Emami tied up with Department of Post in Maharashtra for rural distribution

Collaboration with ITC e-choupal

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PRICE

Available in variety of SKU’s for price sensitive customers depending on usage frequency

SKU PRICE USAGE RATE

Sachet(5gm) Rs.5 Trial purchase

Tube(15gm) Rs.25 Light users

Tube(30 gm) Rs.65 Medium users

Tube(60gm) Rs.120 Heavy users (Repeat

Purchase)

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PRICE

Premium Segmen

t

Medium segment

• Loreal• OLAY• Garnier

Emami Fair and Handsome

Ponds Fair and Lovely Men

Emami Fair & Handsome is priced higher than competitors in medium segment but lower than the brands in premium segment

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PROMOTION

TV advertisement

Outdoor Advertisement

Print Media

ZYAADA Campaign

Promotions in school and colleges

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PROMOTION through TV

Cultural sensitivity

Slogan:- “World’s No.1 fairness cream for men”

Brand ambassador “Shahrukh Khan”

https://www.youtube.com/watch?v=9ugQMhxjJJQ

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Promotion through DISCOUNTS

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“ZYAADA” Campaign

Awareness of Additional benefits

Strengthen brand leadership position

brand’s premium quotient with trust

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PRINT ADVERTISING

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References

http://makeupandbeauty.com/emammi-fair-and-handsome-skin-cream-review-for-men/

http://www.4psbusinessandmarketing.com/16122010/storyd.asp?sid=4262&pageno=10

http://www.emamiltd.in/about-us/9/innovation.php

http://www.motilaloswal.com/site/rreports/HTML/635342794592064691/index.htm

http://www.z24.nl/economie/indiase-man-wil-lichtere-huid-groeiende-markt-voor-unilever-414072

https://www.aaramshop.com/product-detail/emami-fair-handsome-fairness-cream-for-men

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Thank You