ADVERTISING OF

VICCO TURMERIC
AYURVEDIC
CREAM

CONTENTS

Chapter

contents

Chapter 1

INTRODUCTION
1.1

Background

1.2

Purpose of the study

1.3

Scope and focus of thesis

Chapter 2

LITERATURE SURVEY
2.1

Skin care market

2.2

Study of 4ps of marketing mix

Chapter 3

Chapter 4

ANALYSIS
3.1

Situation analysis

3.2

Competitive analysis

3.3

Research analysis
CONCLUSIONS AND DISCUSSION
Findings
Suggestions
Conclusions

Chapter 5

BIBLIOGRAPHY

CHAPTER 1:
INTRODUCTION

Background
VICCO TURMERIC AYURVEDIC CREAM is a struggling brand due the emergence of various
competitors which heavily advertise their product. The objective of the project is the promotion
of VICCO TURMERIC AYURVEDIC CREAM through electronic media, print media and
internet.

Purpose of this Study

The objective of the project is to build an ad campaign showing the multipurpose uses of the
cream and which will be effective to boost the awareness of the company in consumers mind.

Scope and focus of the thesis

The main scope of the project is to study the current advertisement of the company, to monitor
the emergence of various competitors and to plan reminder advertisement using various modes
of advertising. For this purpose we have carried out a research under which we have studied that
people are aware of the product and liked the product features, jingle and signature tune of
previous advertisement.

Thesis Outline
Founded in 1952 by late Shri K.V.Pendharkar, the VICCO Group has emerged today as makers
of the best internationally known products of the Ayurveda, the ancient Indian system of natural
medicines. Having production units at Dombivli, Nagpur and Goa in India, their annual turnover
has scored to Rs. 1500 millions. Their best known products are Vicco Turmeric skin / sun screen
cream, Vicco Vajradanti powder and paste and Vicco SF (Sugar free) paste. About 15% of

company's total production goes to overseas market. VICCO products constitute 4% of India's
paste market. Under the guidance of Shri G.K.Pendharkar, Chairman, the company has
established strong foothold in almost every developed country in Asia, Europe, America, Africa
and Australia. Combining ancient wisdom with modern technology, the company has expanded
business activities into investment, trade, advertising and education sectors as well, 13 of its
associate companies.
Right from its inception in the 1952, the VICCO Group of companies has been charting an
unwavering course that has catapulted the group into international limelight. Today, 50 years
later, the group stands majestically as a grand conglomerate of 13 companies.
For its founding father, the Pendharkar, it has been indeed a long journey. But for a concern, its
only a humble hop. After all, what are 50 years in the life of an organization? And more than
mere organization, VICCO is a dream: a vision to be realized, a promise to be fulfilled.
The vision is to reach out to every civilization. The promise is to make boons of the Ayurveda
available to every home, far and near. VICCO is determined to achieve this goal.

ROLE OF VICCO GROUP

Although this wonderful system of medicine was invented in India, and flourished here for many
millennia, Ayurveda suffered an eclipse due to the advent of alien rule of more than 1200 years.
However, the interaction between Arabs and Indians, as also between the Europeans and Indians,
exposed the foreigners to the ancient elixir of Ayurveda. In time to come, the travelers and
traders carried with them impressive accounts of Ayurveda to the West. The ever alert
westerners immediately began to take notice of this 'mystical therapy'.

As it usually happens in such situations a lot of half-baked myths about Ayurveda began to do
rounds of the Western world. Opportunist quacks began to peddle trash in the name of Ayurveda.
To project a correct picture of Ayurveda at home and abroad, Vicco planned to produce items of
daily use, such as powder, paste and face-cream on the basis of Ayurvedic principles.
Thus were born the famous VICCO brand of products.

Vicco products succeeded in achieving the following First, they carried the benefits of Ayurveda to common man.
Second, they convinced the people that Ayurvedic medicinal ingredients were more
effective and were free from side-effects.
Third, they went a long way in reviving India's ancient science of natural healing, viz. the
'Ayurveda'.
VICCO doesn't claim to have invented anything new. As an enterprising company, we have only
produced for the ready use of mankind what was already discovered by our great sages ages
ago. That's VICCO's humble contribution to Ayurveda.

CHAPTER 2:
Literature Survey

SKIN CARE MARKET

India is one of the fastest growing markets for skin care products, and the target of most cosmetic
majors is women between 18-35, with a monthly income of Rs 10,000 and above. Indian

cosmetic industry is heading for a complete makeover, rediscovering the long forgotten herbal
formulas and beauty secrets. Those in the business say the going has never been better for the
Indian beauty industry. Estimated at Rs 1800 crore, the industry is growing at 25 per cent
annually, while the growth rate of herbal cosmetics sector, estimated at Rs 400 crore is much
higher - at 40 per cent. The natural and ayurvedic sector has seen a phenomenal growth in the
last 2-3 years. The Indian cosmetic companies are just trying to rediscover, what was lying
forgotten and untapped for a very long period.
More and more companies are entering this lucrative market with a wide range of products. This
market surely works on the doctrine Consumer is the King. The leading players in this industry
are Hindustan Lever Ltd., Ponds India Ltd., Lakme, Emami Ltd, Cavincare Ltd, Godrej
Consumer Products Ltd., Lotus Herbals India Ltd., Procter and Gamble Hygiene and Healthcare
Ltd., Cadila Healthcare Ltd. The latest entrant in the skincare market is Amway India Ltd.
SKIN CARE FACTS
The skin is amazingly versatile and complex. It is the largest organ of the body and also serves
countless essential functions and performs a large variety of roles. This resilient covering makes
you waterproof and leak proof, and helps to protect your internal organs from the environment.
Interesting Facts
The skin of an average-sized adult covers an area of more than 7 square feet and weighs about 5
kg. The skin is thickest on the soles of the feet, and thinnest around the eyelids, lips and genitals.

STUDY OF 4 PS OF THE MARKETING MIX

The major marketing management decisions can be classified in one of the following four
categories:
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 Product
Price
Place (distribution)
Promotion
These variables are known as the marketing mix or the 4 P's of marketing. The term "marketing
mix" became popularized after Neil H. Borden published his 1964 article, The Concept of the
Marketing Mix. The ingredients in Borden's marketing mix included product planning, pricing,
branding, distribution channels, personal selling, advertising, promotions, packaging, display,
servicing, physical handling, and fact finding and analysis.
These four P's are the parameters that the marketing manager can control, subject to the internal
and external constraints of the marketing environment. The goal is to make decisions that centre
the four P's on the customers in the target market in order to create perceived value and generate
a positive response.
Product Decisions
The term "product" refers to tangible, physical products as well as services. Here are some
examples of the product decisions to be made:
Brand name
Functionality
Styling
Quality
Safety
Packaging

 Repairs and Support

Warranty
Accessories and services

Price Decisions
Some examples of pricing decisions to be made include:
Pricing strategy (skin, penetration)
Suggested retail price
Volume discounts and wholesale pricing
Cash and early payment discounts
Seasonal pricing
Bundling
Price flexibility
Price discrimination

Distribution (Place) Decisions

Distribution is about getting the products to the customer. Some examples of distribution
decisions include:
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 Distribution channels
Market coverage (inclusive, selective, or exclusive distribution)
Specific channel members
Inventory management
Warehousing
Distribution centres
Order processing
Transportation
Reverse logistic

Promotion Decisions
In the context of the marketing mix, promotion represents the various aspects of marketing
communication, that is, the communication of information about the product with the goal of
generating a positive customer response. Marketing communication decisions include:
Promotional strategy (push, pull)
Advertising
Personal selling & sales force
Sales promotions
Public relations & publicity

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CHAPTER 3:
Analysis

12

SITUATION ANALYSIS
Why Ayurvedic product?
Ayurveda touches many aspects of our life. Its not only about medicines. Yes, it heals cures and
prevents disorders and malfunctions in human body. It is not all. It is omnipresent. It tells us
everything about the way; we are to lead our life, a healthy life. It is really amazing when we
find that, a great deal of thought was applied by our ancestors to small and minute details of
everything that affects our life. They have done it through Ayurveda.
Turmeric is a wonderfully versatile root that has been in every Indian household for centuries. Its
amazing properties range from flavouring curries, to sterilizing wounds, to grooming women.
From queens to commoners, turmeric has been indispensable as a skin-care preparation and
grooming aid for every woman. This is because 63% of the body functions are said to be
controlled by the skin alone
Why VICCO turmeric Ayurvedic cream?
VICCO has combined the goodness of TURMERIC which is said to prevent the penetration of
ultra violet rays of the sun into the skin and thus maintains the original colour of the pigment of
the skin, with the richness of pure SANDALWOOD OIL which is supposed to be the most
cooling element in Vicco Turmeric Cream.
This luxurious cream vanishes into your skin and starts working its magic from within.
For a start,
it protects the skin year round from the elements.
it keeps pimples and acne at bay, giving skin a blemish-free complexion.
it rejuvenates and revitalizes the skin from within, leaving it soft, supple, and young-looking.

13

Being pure and natural, with all the wonderful attributes of turmeric and sandalwood oil, Vicco
Turmeric Cream gives the skin a radiance that mere cosmetics can't hold a light to.
CONSUMER INSIGHT
For consumers who are using face creams for fairness, pimples, and acnes.
For consumers who are using face creams for boils, burns and other skin disorders.
USP OF VICCO TURMERIC AYURVEDIC CREAM
Ayurvedic
All in one cream. Cream for :
Fairness
Pimple
Acnes
Boils
Burns
Skin disorders
It is available with or without sandalwood oil with a non-greasy base.
It contains:
Extract of Turmeric- 16%
Sandalwood oil-1.2%

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COMPETITIVE ANALYSIS
Evaluating VICCO turmeric Ayurvedic cream
SWOT analysis is a tool for auditing an organization and its environment. It is the first stage of
planning and helps marketers to focus on key issues. It is applicable to either the corporate level
or the business unit level and frequently appears in marketing plans.
SWOT stands for strengths, weaknesses, opportunities, and threats. SWOT Analysis is a
powerful framework for analyzing your company's Strengths and Weaknesses, and the
Opportunities and Threats you face. This helps you to focus on your strengths, minimize threats,
and take the greatest possible advantage of opportunities available to you.
Strengths and weaknesses are internal factors that create value or destroy value. They can
include assets, skills at its disposal, compared to its competitors. They can be measured using
internal assessments or external benchmarks. Opportunities and threats are external factors that

15

create value or destroy value. A company cannot control them. It includes demographic,
economic, political, technical, social, legal factors. Any organization must try to create a fit with
its external environment.

16

COMPETITORS
BOROLENE
Boroline is the original antiseptic cream of India. Boroline works wonders the current
sign off reflects the trust of generations of consumers. To three generations of Indian
consumers, Boroline has evolved as a caring and trusted member of the family to whom
one turns to when in need. Family values and tradition have continued to be an integral
part of Boroline brand profile. Boroline is a truly heritage brand.
AYUR HERBAL CREAM
It prevents ageing & dehydration of skin. A special cream for massage has extra
moisturizing properties and imparts a glow to skin. It nourishes & rejuvenates sagging
skin. The extra oil helps in increasing blood circulation. It's a revolutionary new cream. It
nourishes, protects and revitalizes the skin, gratifying the thirst of every skin type, moves
the progress of your skin forward visibly. It works on the marks of the entire face &
makes your skin satiny soft. Gives devitalized & tired skin a clear youthful radiance.
PONDS CREAM
A lightening moisturizer that,
Gives a radiant pinkish-white glow
Gently evens out skin tone
Nourishes your skin
BOROPLUS

17

Himani BOROPLUS is a skin-friendly preventive, protective herbal antiseptic cream. It

is the largest selling antiseptic skin cream in India, Russia, Ukraine, Azerbaijan and
Kazakhstan.
As part of ongoing improvement of our products, the everyday BOROPLUS Essential
Skincare range was introduced to meet every need and suit

every skin.

Himani BOROPLUS Essential Skincare with the unique blend of herbal actives and
natural oil extracts in an advanced formulation gives your skin the perfect care it needs providing effective solutions which work in harmony with the skin without any side
effects.
FAIR & LOVELY
Fair & Lovely is formulated with optimum levels of UV sunscreens and Niacin amide that
is known to control dispersion of melanin in the skin. It is a patented and proprietary
formulation, which has been in the market for 25 years. Niacin amide (Vitamin B3) is a
water-soluble vitamin and is widely distributed in cereals, fruits and vegetables - and its
use in cosmetic formulations has been known for various end benefits. The UV
components of the formulation are scientifically chosen and used at optimum levels to
provide wide spectrum protection against UV rays of the sun. Specifically, this patented
formulation offers a high UVA protection, which is more relevant to Asian skin than plain
SPF protection creams sold in the West. All the active ingredients in the Fair & Lovely
formulation function synergistically to lighten skin color through a process that is natural,
reversible and totally safe.
RESEARCH ANALYSIS

18

Q.1 Do you use face cream?

Yes
No

INTERPRETATION: Analysis reveals that 96% of the respondents were using face cream and
4% were not using any face creams.
Q.2 Rank the following creams in terms of preference?

RANKING OF VICCO (1-MOST PREFERRED, 6 LEAST PRFERRED

RANK 1

RANK 2

19

RANK 3

RANK 4

RANK 5

10

RANK 6

17

INTERPRETATION: As per the analysis only 3 out of 50 respondents ranked Vicco cream as no. 1, 7 ranked it as
no. 2, 7 ranked it as no. 3, 6 ranked it as no.4, 10 ranked it as no.5 and maximum 17 respondents ranked Vicco as
no.6.
Q.3 Are you aware of the product VICCO Turmeric Ayurvedic cream?
Yes
No

20

INTERPRETATION: 100%of the respondent were aware about theVICCO Tuermeric Cream that shows that till
now people remember the product despite of low promotion.

Q.4 Have you & your family member ever used it?
Yes
No
Dont Remember

21

INTERPRETATION: As per the analysis ,out of 50 respondent 23 respondent confirmed that yes the VICCO
cream is either used by their family or themeselves whereas 20 respondent confirmed that neither they used it nor
their family members and remaining 7 respondent said they dont remember.
Q.5 How do you came to know about VICCO Turmeric Ayurvedic Cream?
TV
Radio

Newspaper
Magazine

Family & Friends

22

INTERPRETATION: Modes of advertisement play an important role as company spent huge amount on
advertisement. According to the analysis 76% respondent came to know about the VICCO turmeric cream through
TV whereas 14% from Family and friends 5% felt through newspaper and another 5% felt through radio.

Q.6 What appeal you most in VICCO Turmeric Ayurvedic Cream advertisement?
Product Feature

Jingle & Signature tune

Color Theme

celebrity

23

INT
ERP
RETATION: analysis reveals that 48% of respondent felt that product feature in the VICCO cream advertisement
appeals them the most whereas 45% felt that the jingle and signature tune , 4% felt celebrity and remaining 3% felt
that the color theme of the VICCO Turmeric cream were appealing .

Q.7 When looking at an advertisement which type of advertisement message do you prefer for
FMCG product?

VERY

24

SOMEWHAT

NOT QUITE

NOT S

SUITABLE
Using Indian celebrity

SUITABLE

SUITABLE

ALL

25

21

Using foreign celebrity

21

12

Using Indian ordinary people

20

26

Using Foreign ordinary people

22

clearly

32

18

Present professional trust

24

20

Showing social life & relationship

17

29

Showing creative design

20

24

Jingle

35

14

Present product features and functions

25

INTERPRETATION: According to the analysis out of 50 respondent 25 felt that use of indian celebrity is very
suitable for an advertisement whereas 21 respondent felt that use of foregin celebrity in ads is somewhat suitable,26
respondent were also response the same,22 respondent goes with use of foregin ordinary people in ads, 32 goes with
product features and function clearity,24 goes with present professional trust ,29 goes with showing social life and
relationship and 35 goes with jingle.

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CHAPTER 4:
CONCLUSIONS AND
DISCUSSION

FINDINGS
27

-Everybody is aware of vicco turmeric ayurvedic cream as 100% of respondents are aware
about it.
- Vicco turmeric ayurvedic cream is the least preferred face cream among all taken face
cream in our research.
-Almost half of the respondents or their families has used vicco turmeric ayurvedic cream.
-Tv advertisements play an important role in creating awareness about the cream.
-Product feature highlighted in the commercial and signature tune has appealed to most of
the respondents.
-Respondent preferred using Indian celebrity as compare using foreign celebrity.
-Majority of respondent preferred using Indian ordinary people instead of

foreign ordinary

people.
-Presence of product feature & Functions, exposure of social life & relationship, presence of
creative design and jingle in an advertisement are more preferred by people.

SUGGESTIONS
-People are aware of vicco turmeric ayurvedic cream, so company should advertise heavily to
stimulate purchase.
-Various promotional activities such as pops, canopy, outdoor bilboards,
Contest in various part of country need to be done.

28

-Fresh advertisement for TVC and print ads needs to be designed with high frequency.
-Jingle & the signature tune can be kept same of previous advertisement as people can recall to it
very easily.
-Company can promote its product in untapped rural market.
-packaging of the product should be changed with a new face.
-celebrity endorsement should be there who can relate with the cream.

CONCLUSIONS
Communication Objectives:
1- Reminder advertisement
2- Drive Trail
3- Drive Action
4- Influence the influencers
Target Market:

29

Our target audiences are urban and rural males and females age group 10 45. We will
target mainly target females and youths.
Product Image and Brand Personality:
Since our target market is urban and rural males and females with the age group of 10 to
45 years but we primarily intend to focus on two age groups i.e. from 16 to 25 (youths)
and from 25 to 30+ (Which are the job doing males and females).
Creative strategy:
In our ad we will be focusing on childrens, teenagers, youths and families facing
problems like
Pimple
Acnes
Boils
Burns
Skin disorders
Blemishes
And the solution for all these problems is multi-purpose VICCO TURMERIC
AYURVEDIC CREAM
Media strategy:
Promotion is a paid form of mass communication using a media. The media which we
will be using to remind and propagate the awareness of our product are as follows:
Electronic media:

30

We will be using television and radio to a large extent so as to get maximum recall and
stimulate trial. The channels which we will be considering to air our advertisement are
national, star plus, colors, Sony, Radio mirchi, MEOW.
The time slot will be usually at 8 to 11 and on holidays and Sunday 10 to 2:30 in the
afternoon and in the evening after 7:30 pm.
For the 1st month daily repetitions during the selected prime times will be done.

Print: Newspapers, Magazines, Hoardings and Billboards

Newspapers:
During the first 3 months major dailies across INDIA such as Navbharat Times, Punjab
kesri, Times of India, Hindustan times which will carry prominent eye catching visual
advertisement to remind and arouse interest in VICCO turmeric Ayurvedic cream.

Magazines:
India today: one of the most famous magazines across INDIA
Film fare: film fare magazine is one of the most read magazines by youth
Grahashoba: famous Hindi magazine read by housewives
Femina: Famous magazine read by females of metros
Brunch: Weekly magazine of Hindustan Times

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

Internet:
31

Advertising will be done by pop ups, email, email and through social networking sites.

32

PRINTADVERTISEMENT

33

EXPLAINATION

MOTHERLY CARE
VICCO TURMERIC AYURVEDIC CREAM TAKES CARE OF YOUR
CHILD WOUNDED KNEE

34

FRIENDLY HEALING
VICCO TURMERIC AYURVEDIC CREAM HEALS YOUR PIMPLE AND
ACNE JUST LIKE YOUR FRIEND.

35

YOUR LOVE
BEAUTIFUL SKIN A GIRLS FIRST LOVE

36

FAMILY CREAM
VICCO TURMERIC AYURVEDIC CREAM TAKES CARE OF YOUR
EVERY FAMILY MEMBER

37

VICCO TURMERIC MULTI-PURPOSE

AYURVEDIC CREAM

38

CHAPTER 5
Bibliography

http://www.viccolabs.com/vicco/Index.aspx assessed on Wednesday 7th October 2009,

11:30p.m
http://www.viccolabs.com/vicco/Products.aspx?ProdNo=M5 assessed on Wednesday
14th October 2009, 11:30a.m
39

http://www.naukrihub.com/india/fmcg/overview/skin-care/ assessed on Wednesday 21st

October 2009, 1:30a.m.
http://www.hul.co.in/brands/fairnlovely.asp assessed on Wednesday 28th October 2009,
10:30a.m.
http://products.jimtrade.com/2/care_products_treatment.htm assessed on Wednesday 11th
November 2009, 11:30a.m.

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