A Descriptive Study on a shampoo product (Vivel)by ITC Limited.

Submitted to Prof. Karpagam
Submitted By : Group 6
Alok kumar Dinesh Kumar S Dixit Somanna NG Jeetan Kumar Pradhan Kaushik Ranjan Kashayap

ACKNOWLEDGEMENT

I owe a great many thanks to a great many people who helped and supported me during the writing of this book.

My deepest thanks to Prof. Karpagam the Guide of the project for guiding and correcting various documents of mine with attention and care. She has taken pain to go through the project and make necessary correction as and when needed.

I would also thank my Institution and my faculty members without whom this project would have been a distant reality. I also extend my heartfelt thanks to my family and well wishers.

Group - 6

Table of Contents
Table of Contents.............................................................................................................. 3 ITC Profile.......................................................................................................................... 4 Market size and Description:.............................................................................................5 Product Mix....................................................................................................................... 8 Price ................................................................................................................................. 9 Distribution .................................................................................................................... 10 Promotion....................................................................................................................... 10 Sales History................................................................................................................... 12 Buying behavior and Competitive analysis.....................................................................11 COMPETITION WITH HINDUSTAN UNILEVER....................................................................13 BCG matrix of ITC ....................................................................................................... 14 Impact of Vivel’s advertisement.....................................................................................15 RESEARCH METHODOLOGY ............................................................................................18 Questionnaire ............................................................................................................. 20 Result or data analysis and findings............................................................................21 Segmentation, Targeting, and Positioning......................................................................28 Segmentation ............................................................................................................. 28 Segmentation strategies ................................................................................................29 Why rural market ........................................................................................................... 29 New Target Audience .....................................................................................................30 Positioning .................................................................................................................... 30 Communication Objectives.............................................................................................31 The objectives of our campaign are as follows...........................................................31 Budget Request ............................................................................................................. 32 Message Strategy:.......................................................................................................... 33 Media Mix and Objectives:..............................................................................................34 Evaluation Program ........................................................................................................36 Bibliography ................................................................................................................... 37

which came up on that plot of land two years later. Chowringhee. was the centre of the Company's existence. A leased office on Radha Bazaar Lane. The Company celebrated its 16th birthday on August 24. Hotels. Paperboards & Specialty Papers. and the name of the Company was changed to I. It is rated as one of the most reputable companies by Forbes magazine. Company History ITC was incorporated on August 24. Agri-Business. Packaged Foods & Confectionery. Firm's Present Status ITC is one of India's leading private sector companies with a market capitalization of nearly US $ 22 billion and a turnover of US $ 5 billion. It was to mark the beginning of a long and eventful journey into India's future. Nehru Road) Kolkata. Agri-Business.T. Information Technology. Hotels. 2001. 1926. ITC has a diversified presence in Cigarettes. Information Technology. Hotels. Packaged Foods & Confectionery. . by purchasing the plot of land situated at 37.C. AgriExports. The Company's headquarter building. Packaging. Safety Matches and other FMCG products. Packaging. Foods. Lifestyle Retailing and Greeting Gifting & Stationery .000. In recognition of the Company's multi-business portfolio encompassing a wide range of businesses .L. Greeting Cards. Information Technology.the full stops in the Company's name were removed effective September 18. Limited in 1974 . 'Virginia House'. Kolkata. Its beginnings were humble. Paperboards & Specialty Papers. (now renamed J. Branded Apparel.Cigarettes & Tobacco. for the sum of Rs 310. The Company's ownership progressively Indianised. This decision of the Company was historic in more ways than one. Packaging.ITC Profile ITC Ltd is one of India's premier private sector companies with diversified presence in businesses such as Cigarettes. Paperboards & Specialty Papers. 1910 under the name of 'Imperial Tobacco Company of India Limited'. The Company now stands rechristened ‘ITC Limited’. would go on to become one of Kolkata's most venerated landmarks.

.2 billion in last decade.5 percent. the penetration level is very low even in the metros which is only 30%. Greeting Cards.930 Cr Anti .90 %.Shampoos The shampoo market in India is valued at Rs 4. Hair Care . US $ .20 % of above Sachet Sales . accounting for 20 % of shampoo sold in the country . Safety Matches and other FMCG products. It is basically an upper middle class product. Hindustan Unilever Ltd. 21. growing annually at a rate of 14. Ltd. While the awareness level is high. Urban markets account for 80% of the total shampoo market.70 % of above Shampoo Awareness in India: Urban areas .41 billion per annum as of February 2008. as more than 50% of the consumers use ordinary toilet soap for washing hair. Procter & Gamble Company (P&G) CavinKare Pvt. Market size and Description: The shampoo market in India was estimated at Rs.5 bn with the penetration level at 13% only. (Dabur) were other significant players in this highly competitive market (Refer to Figure I for the market share of the top companies in the Indian shampoo market). (CavinKare) and Dabur India Ltd. which was 120% in 1993 to 30% currently. The market was dominated by India's largest fast moving consumer goods company. The market is expected to increase due to lower duties and aggressive marketing by players Shampoo is also available in a sachet. which is affordable and makes upto 40% of the total shampoo sale. ITC’s Agri business is one of the India largest exporters of agricultural products . The Indian shampoo market is characterized by a twin-benefit platform: cosmetic and anti-dandruff.80 %. Shampoo market Size in India: Size of shampoo market .Dandruff Shampoo . and one of the world's largest consumer goods companies. The penetration level is rapidly increasing due to decline in excise duty.Branded Apparel. (HUL).. accounting for 80 % of shampoo sold in the country Rural areas .It is one of the country’s biggest foreign exchange earners.

growing at 10 .13 ml Per Capita consumption of Shampoo in Indonesia .40 % Rural . Evolution of Shampoo in India:  HLL undisputed leader from the early 90’s  Sunsilk launched in 1964 (General Shampoo platform )  Clinic Plus launched in 1971 (Family.> 20 % Expected Average growth over the next few yrs .330 ml Shampoo Penetration in India: All India Shampoo .25 % AD segment is the fastest growing segment.14 % Urban .160 ml Per Capita consumption of Shampoo in Thailand . H & S growing at 15 .10 % Growth in Shampoo Market Average Growth over the last few yrs .20 % every year. health shampoo platform )  Clinic All Clear launched in 1987 (Therapeutic AD Shampoo ) .Shampoo Usage: Per Capita consumption of Shampoo in India .12 % every year.

Shampoo + Conditioner ( Beauty platform ) with Sachet SKU  HLL Goes rural with Sachet  Clinic Active launched in 1991 (with Pro Vitamin B .health platform ) Entry of Competition Why did competition Enter India  Teeming millions  Burgeoning middle class  Westernized youth  Low penetration levels  Huge untapped market Shampoo Boom in India In mid 1997.a unique anti-microbial agent. Sunsilk re-launched in 1987 . There were 2 variants . Shampoo market. 350 Cr.regular and menthol Sachet sale became 40 % of all shampoo consumption in the country . the AD segment accounted for a 20 % share P & G launched its Internationally acclaimed A & D shampoo H & S in 1997 with Zinc Pyrithine ( ZPT ) . per capita consumption of Shampoo increased Of the Rs.

It adds volume and bounce to hair. • Ultrapro anti-dandruff shampoo -The product portfolio was further enhanced with the launch of Ultrapro anti-dandruff shampoo under the umbrella brand Vivel in December 2008. Ultrapro promises to fight dandruff twice as effectively while also providing care for hair through the plus plus benefits of Nourishment and Moisturisation. . It makes hair soft and fragrant.Product Mix The Vivel range of shampoos is available in three variants:• Vivel Shine & Glow is suitable for dull to normal hair and is enriched with Green Tea Extract and Conditioners. It adds shine to hair. • Vivel Soft & Fresh is suitable for dry to normal hair and contains Extra Conditioners and Soya Protein. • Vivel Volume & Bounce is suitable for oily to normal hair and contains Jojoba Oil and Conditioners.

1 0 0 Bm n c h m a r k e d A c tip r o K S ham poo (3) C lin ic P lu s R s 6 .3 2 m S u n s ilk l Rs 2 .8 ml R s 18-75 gm s B enc hm arked V D W S o a A c( tip r o N u x I n te r n a ti o n a l p 2) L R s 4 9 .200 m l V iv e l el R s 4 9 .7 5 * L ugxmI n te r n a tio n 3 s V iv e l S o a p Lux A c tip r o N (4+ 1) S a n to o r R s 1 7 /1 8 .9 2 B enc hm arked gm s L U X & S a n to o Rs 6 .45 gm s .Price K ey C a t e g o r y In g r e d ieC o sm p e t io nIT C P r ic e R e m a r k s nt S u n s ilk Rs 89.

Distribution Promotion There are three types of sales promotion strategies: 1:-A push strategy 2:-A pull strategy or 3:-A combination of the two A 'push' sales promotion strategy involves 'pushing' distributors and retailers to sell your products and services to the consumer by offering various kinds of promotions and personal selling efforts. The basic objective of this strategy is to persuade retailers. promote . give it shelf space. wholesalers and distributors to carry your brand.

Ultrapro promises to fight dandruff twice as effectively while also providing care for hair through the plus plus benefits of Nourishment and Moisturisation. All products offer a unique value proposition of bringing together ingredients that provide the benefit of Nourishment. and Vivel. • Vivel Soft & Fresh is suitable for dry to normal hair and contains Extra Conditioners and Soya Protein. ITC expanded its personal care portfolio with the launch of Vivel Di Wills and Vivel brands. ITC's state-of-the-art manufacturing facility meets stringent requirements of hygiene and benchmarked manufacturing practices. • Vivel Volume & Bounce is suitable for oily to normal hair and contains Jojoba Oil and Conditioners. subjected to the highest standards of safety and performance. a range of soaps. It adds shine to hair. Vivel Di Wills and Vivel are high quality ranges of soaps and shampoos for the upper-mid and mid-market consumer segments. Vivel Portfolio Between February and June 2008. 'Vivel' and 'Superia' brands has received encouraging consumer response and is being progressively extended nationally. The product formulations use internationally recognised safe ingredients. a range of soaps and shampoos. 'Fiama Di Wills'. It adds volume and bounce to hair. The product portfolio was further enhanced with the launch of Ultrapro antidandruff shampoo under the umbrella brand Vivel in December 2008. The Vivel range of shampoos is available in three variants:• Vivel Shine & Glow is suitable for dull to normal hair and is enriched with Green Tea Extract and Conditioners.Buying behavior and Competitive analysis ITC's Personal Care portfolio under the 'Essenza Di Wills'. which makes her beautiful and confident. cater to the specific needs of a wide range of consumers. differentiated products that meet the consumer's stated and innate needs. Extensive insights gained by ITC through its numerous consumer engagements have provided the platform for its R&D and Product Development teams to develop superior. It makes hair soft and fragrant. Protection and Moisturisation through one product. hence providing the ever discerning consumer complete care. Vivel Di Wills. . 'Vivel Di Wills' 'Vivel UltraPro'. Contemporary technology and the latest manufacturing processes have combined to produce distinctly superior products which rank high on quality and consumer appeal.

contests. Typical push sales promotion strategies include. free trials. Sales History .it by advertising. discounts. buy-back guarantees. and ultimately 'push' it forward to the consumer. and specialty advertising items.

- COMPETITION WITH HINDUSTAN UNILEVER INTRODUCTION OF HUL COMPETITION PRODUCT .

It is India's largest Selling shampoo. The franchise also includes Clinic All Clear Total. offering the five most important hair health benefits: strengthens Weak hair. softens rough dry hair. shine for thick and Healthy hair. It is a dual Shampoo – it not only fights the last dandruff flake. and contains anti-dandruff ingredient. first introduced in 1996. BCG matrix of ITC . Clinic All Clear Total is a dandruff solution for Everyday use.Clinic Plus Health shampoo was launched in India in the year 1987. The products under the Vivel brand are made from scientifically developed formulations enriched with natural ingredients that have traditionally been known to be good for the skin and hair. but also adds back lost nutrients To make hair healthy and beautiful. prevents hair breakage. The range offers consumers access to some of the best-in-class products in vibrant attractive packaging. V/S Vivel Protect Active Health shampoo The Vivel range of shampoos has been launched to cater to the large popular market in the personal care category.

.helps in the brand image formation.and informative in telling the USP of the product.STAR MARK  AGRI BUSINESS )  HOTELS  PAPERR BOARD AND PACKGING CASH COW • FMCG TECH • CIGARETTE QUESTION ≠ FMCG (vivel ≠ FOODS DOG ≠ ITC INFO Impact of Vivel’s advertisement An effective advertisement will attract more and more customer to buy.

7% of the people surveyed gave importance during buying.6% . .CONSUMER BUYING DECISSION The main driver in attracting the consumer is quality of the product itself with nearly 65% of the people surveyed citing it as the main criterion for choosing the product followed by past experience of the consumer with the brand 17.Price was third criteria with a percentage of 11.

but it realize from the up coming trends that remaining with a single business is not a noble thought. The writer in the article is mainly concerned with the way ITC spreads its wings in the lifestyle segments. foods via Kitchens of India. he writes:” forty-five stores in 34 cities in just under a year. ITC’s Wills Sport would be on victory lap already. selling inexpensive fashion brand of relaxed-wear.8816 million in the cigarette business. 250 crore by 2005 ITC was a cash rich company with a liquidity of Rs. If retail swamp-out and brand salience were the goals. Therefore the company decided to venture into InfoTech with ITC InfoTech. greeting cards through Expressions and lifestyle retailing through Wills Sport. even though the company understood the need and usefulness of diversification. . moreover the company was threatened of the anti-tobacco campaign.Analysis on Diversification ITC has been a leader in the tobacco business. Each of these is intended to draw revenues of at least Rs.

KARNATAKA .LOCATION.RESEARCH METHODOLOGY CHECK LIST METHOD RESEARCH APPROACH DIRECT CONTRACT WITH PEOPLE. SHOP NAME . SAMPLING METHOD:SIMPLE RANDOM SAMPLING AREA:BANGALORE .& GENDER. SAMPLING PLAN SAMPLE UNIT:BOTH MALE & FEMALE SAMPLE SIZE:100 PROSPECTS SAMPLE SEGMENTATION:ON THE BASIS OF AGE.

Every research design conducted scientifically has specific frame work for controlling data collection. In developing a research design for a certain study a researcher anticipates the needs and circumstances of the proposed study and specify in advance what to obtain and what to do. In this flexibility and ingenuity characterize the investigation usually the three line of attach may aid in finding hypothesis. Here I went in different areas of city and ask the shopkeeper to fill the questionnaire. PRIMARY DATA: By conducting survey of the readers. in the conduction of the study .e. to release those objectives. The primary and secondary source can collect the information. it was decided to adopt survey method. it become necessary that the study must be EXPLORATORY.Through different sites of Personal Care Product industry. The methods are: 1. Observation method 2. In my questionnaire there were both objective as well as descriptive questions.Through latest magazine 3 Through Marketing book RESEARCH DESIGN A research design is the determination and statement of the general research approach or strategy adapted for the particular project. Research is basically of two types :  Exploratory research  Conclusive research Exploratory research Where there is a search for hypothesis exploratory research is conducted. Questionnaire for survey. . Secondary data 1. Questionnaire method Through questionnaire I collected most of the data through questionnaire. More the study was to cover many respondents and various factor to be studied. I found that when i provide general guidance to respondents they feel easy in multiple choices of questions. Since the project has been mean to discover the rural distribution of personal care project.  Study of secondary sources  Survey of individuals  Case study. Thus research design serves as a bridge between what has been established (the research objective ) and what it to be done.RESEARCH METHODOLOGY The “methodology” spells the meaning itself i. method users by the research in obtaining information. 2. i obtained the primary data. This frame work is called as research design.

.........Questionnaire SHOPKEEPER PERCEPTION AGE: SHOP NAME: LOCATIO N: Q 1-WHAT IS THE CUSTOMER VIEW WHEN THEY PURCHASE THE PRODUCT? (a) LOOKS QUALITY (b)LOOKS PRISE (c) LOOKS FOR SIZE (d)QUALITY & SIZE BOTH (e) SIZE & PRISE Q2-WHAT CRITERIA YOU APPLY WHEN YOU SALE YOUR PRODUCTS? (a) FOCUS ON QUALITY (b)FOCUS ON PRISE (c) FOCUS ON COMPANY NAME (d)FOCUS ON SIZE (e) FOCUS ON MARGIN Q3-WHICH TYPE SHAMPOO CUSTOMER PREFER TO PURCHASE? (a) VIVEL (b)LUX. (a) MONTHLY (b)WEEKLY (c) YEARLY (d)QUATRLY (e) NEVER Q7-HOW FOR DO YOU THINK ITC HAVE CAPTURED THE CUSTOMER PREFERNCE? (a) ON SMALL SCALE .CLINIC PLUS (c) PANTEEN (d)VATIKA (e) OTHER Q4-WHY CUSTOMER LIKE TO PURCHASE ITC ‘S SHAMPOO? (a) TRUST ON ITC (b)ITC HAVE A QUALITY PRODUCT (c) ITC HAVE VARIOUS RANGE (d)BOTH OF THEM (e) NONE OF THEM Q5-DO YOU INSIST CUSTOMER TO PURCHASE ITC PRODUCT? (a) YES (b)NO (c) SOME TIME Q6-DO YOU LIKE TO PURCHASE ITC SHAMPOO IN BULK? IF YES THEN...

VIVEL HAS A CONSUMER OFFER THAT VIVEL SHAMPOO FREE ON FIAMA DI WILLS 200ml.(b)ON LARGE SCALE (c) SO-SO Q8.100ml .when customer (shopkeeper) sale it get more profit .Some company like HUL give 16 % on CFC of 100 ml pack. so there is opportunity to sale our vivel & other product for popular segments . Because they are not brand loyal. In rural area . .their consumer belongs to popular segment. Some time before ITC LTD give promo offer on VIVEL shampoo. When you want to establish your product then in the beginning you have to firstly focus on product to become In demand and then focus on to become on need. 5% DISCOUNT 7% DISCOUNT 10% DISCOUNT VIVEL DI WILLS HAS NO SCHEME. ITC LTD ALSO GIVE DISCOUNT’AND HERE IS ALL ITC SCHEME FOR SHAMPOO. They give different offer on different products .HUL ltd and other company give the customer offer and promo offer or consumer offer.WHICH PROBLEM YOU FACE TO SALE THE ITC PRODUCT? (a) PRICE OF PRODUCT (b) SIZE (c) LACK OF AWARENESS (d)BRAND LOYALITY (e) ANYOTHER Q9-HOW CAN YOU DECIDE THAT YOU PURCHASE & SALE THE PRODUCT? (a) QUALITY (b)COMPANY NAME (c) MARGIN (d)MARGIN & COMPANY NAME (e) QUALITY & MARGIN Q10-ANY SUGGESTION FOR COMPANY? Result or data analysis and findings DATA ANALYSIS HUL Ltd cover a huge market of personal care product . and that shampoo was sold out. 1CFC 3 CFC TO 5 CFC 7 TO MORE CFC ON VIVEL & SUPERIA.

Here our competition with all personal care product producer but HUL LTD is a huge company and give competition on all segment. Breeze V/s Superia soap Lux V/s Vivel Lux international V/s Vivel di wills Dove V/s Fiama di wills Lux & Clinic shampoo V/s vivel shampoo Clinic plus V/s vivel shampoo In the survey. Q 1-WHAT IS THE CUSTOMER VIEW WHEN THEY PURCHASE THE PRODUCT S. that if any shopkeeper want to purchase their product then they have too purchase all variants .If we give more discount to shopkeeper then he can take more and he will insist to consumer to purchase our product. NO (a) (b) (c) (d) (e) OPTION LOOKS QUALITY LOOKS PRISE LOOKS FOR SIZE QUALITY & SIZE BOTH SIZE & PRISE NO OF RESPONDENT 10 07 03 26 54 . and give good competition . When a shopkeeper purchase product then he try to sale also and now Chik is in demand and shopkeeper have not to problem to take them. They use to sale chik by push and pull theory. it was found that there is a shampoo name Chik has also good sale.

DOVE PANTEEN VATIKA OTHER NO OF RESPONDENT 28 47 21 04 00 . NO (a) (b) (c) (d) (e) OPTION VIVEL LUX.Q2-WHAT CRITERIA YOU APPLY WHEN YOU SALE YOUR PRODUCTS? S. NO (a) (b) (c) (d) (e) FOCUS FOCUS FOCUS FOCUS FOCUS OPTION ON ON ON ON ON QUALITY PRISE COMPANY NAME SIZE MARGIN NO OF RESPONDENT 20 16 20 15 29 Q3-WHICH TYPE SHAMPOO CUSTOMER PREFER TO PURCHASE? S.CLINIC PLUS.

Q4-WHY CUSTOMER LIKE TO PURCHASE ITC’S SHAMPOO? S. NO 1. NO 1. 2. 3. OPTION TRUST ON ITC ITC HAVE A QUALITY PRODUCT ITC HAVE VARIOUS RANGE ALL OF THEM NONE OF THEM NO OF RESPONDENT 08 39 14 34 05 Q5-DO YOU INSIST CUSTOMER TO PURCHASE ITC PRODUCT? S. 4. 3. YES NO SOME TIME OPTION NO OF RESPONDENT 46 22 32 . 2. 5.

. NO 1. 5.. OPTION WEEKLY MONTHLY QUATRLY YEARLY NEVER NO OF RESPONDENT 68 07 00 00 25 Q7-HOW FOR DO YOU THINK ITC HAVE CAPTURED THE CUSTOMER PRIFERNCE? S. 3... NO 1.... S. 2....Q6-DO YOU LIKE TO PURCHASE ITC SAMPOO IN BULK? IF YES THEN. OPTION ON SMALL SCALE ON LARGE SCALE NO OF RESPONDENT 48 18 .. 4. 2.

2. SO-SO 34 Q8.WHICH PROBLEM YOU FACE TO SALE THE ITC PRODUCT? S. 3. 4. 3. 4. NO 1. OPTION PRICE OF PRODUCT SIZE LACK OF AWARENESS BRAND LOYALITY ANYOTHER NO OF RESPONDENT 21 46 12 04 17 Q9-HOW CAN YOU DECIDE THAT YOU PURCHASE & SALE THE PRODUCT? S. NO 1. 5. 2.3. OPTION QUALITY COMPANY NAME MARGIN MARGIN & COMPANY NAME NO OF RESPONDENT 02 03 17 35 .

so the shopkeeper purchase their product.  ITC LTD give lesser discount with respect to other competitors… 1CFC 5% DISCOUNT 3 CFC TO 5 CFC 7% DISCOUNT 7 TO MORE CFC 10% DISCOUNT .  Offer pack or consumer offer pack mostly sales.  Some company give good margin.  Some time there is a demand but no fulfilment. Because there is a scope. There is no different to take 100 ml shampoo or 200 ml shampoo. SUGGESTION SUGGESTIONS  The company should focus on fulfilment of the demand of the whole sale distributor . but the company gave discount on same. there is discount is same on cfc. Some time shopkeeper said for shampoo thing has no inventory to fulfil the order.5.  There are consumer belongs form popular segment which are not brand loyal.  The trust in ITC LTD and know that the company give quality product.  Company have to give the margin on product to sale the product .  ITC LTD give the promo offer and also give the discount . A shopkeeper thinks that Vivel & other product which I have insist to sale then I have to sale those things which give me more profit.because he has to keep inventory in access. QUALITY & MARGIN 43 FINDINGS  ITC LTD can covered and capture huge market in personal care product.

Psychographic segmentation is based on variables such as values. The changing dynamics in the industry coupled with comparatively low penetration rates offer the players in this market the opportunity to grow in both the top and bottom ends of the market. attitudes. climate. A market segment should be: measurable accessible by communication and distribution channels different in its response to a marketing mix durable (not changing too quickly) substantial enough to be profitable A market can be segmented by various bases. One can identify four primary bases on which to segment a consumer market: Geographic segmentation is based on regional variables such as region. income. gender. occupation. Analysts expect competition in the market to intensify further. Not all elements of the marketing mix are necessarily changed from one segment to the next. . The market is marked by intense competition from domestic as well as multinational companies. in some cases only the promotional campaigns would differ. and family status. and Procter & Gamble Company. brand loyalty. price sensitivity.Segmentation. and industrial markets are segmented somewhat differently from consumer markets. Consumer Market Segmentation A basis for segmentation is a factor that varies among groups within a market. The shampoo market in India has changed significantly since the 1960s when it first became a lifestyle product in urban homes. Targeting. and population growth rate. and lifestyle. ethnicity. and managerial judgment. population density. market segmentation makes it possible for firms to tailor the marketing mix for specific target markets. as described below. and Positioning Segmentation The division of a market into different homogeneous groups of consumers is known as market segmentation. thus better satisfying customer needs. market trends. Demographic segmentation is based on variables such as age. For example. Rather than offer the same marketing mix to vastly different customers. The optimal bases on which to segment the market depend on the particular situation and are determined by marketing research. education. and benefits sought. but that is consistent within groups. it was a very competitive market with dominant players such as Hindustan Unilever Ltd. Behavioral segmentation is based on variables such as usage rate and patterns. As of 2009.

Though the shampoo awareness in rural areas is high as 80% sales are considerably low.  Behavioral segmentation Shampoo market is segmented on following benefit platforms    Cosmetic ( shine.  Half the national income is generated in the Rural India. So it would be a challenging task for Vivel to capture that market Why rural market .Dandruff Herbal With Vivel’s availability in both Cosmetic and anti-dandruff ranges of shampoos as per benefit platform. So a new shampoo will be created keeping herbal in mind . Geographical Segmentation  Rural Marketing Vivel’s are high quality ranges of shampoos for the upper-mid and mid-market consumer segments.Segmentation strategies The new segmentation strategy will include two types of segmentation - 1. As these segments mostly prevail in urban areas vivel was losing a greater share of markets.  2/3rd of the population lives here. strength ) Anti . herbal ranges are left untouched . So the new strategy will be to capture the rural untapped market which accounts for 20% of shampoo sold in the country . health. .  A World Of Opportunities and Challenges  Traditional Outlook  Large and Scattered market  Major income from Agriculture 2.

. product aesthetics and create a feel of natural elements.The new positioning will focus on herbal attribute of the products as the older ranges of vivel shampoo already has the nature attribute . The Vivel range has to live up to the brand promise of ITC and at the same time.New Target Audience Vivel is a high quality range of shampoos which were created keeping the following target audience in mind:     Upper middle class Middle class and house wives Upper class rural consumers Teenagers.plus Positioning Positioning is about building a single-minded value proposition in the mind of the consumers. focus on psychographics. But the new target audience will include • • • • Lower Middle Class Semi Rural Monthly household income of Rs 1500 – 3000 Females in age group of 16 . Positioning gives consistency to the other 4Ps.

and market shares. growth.  To gain 80% of awareness of the vivel’s new herbal shampoo in the market in the first quarter and stimulate trial purchase by offering quantity discount incentives. return on investment. the radio and on daily local newspaper to reach a lot of customers  Direct marketing will be the highest priority in IMC plan as it has been found by research that huge population of India has either no knowledge or has wrong knowledge herbal shampoo . .   To communicate vivel’s extension in the sachet segment .Communication Objectives The objectives of marketing communications are concerned primarily with information and education about companies and their products and services.  Send representatives from ITC to rural areas where people hardly use shampoo. together with achievement of corporate goals such as profits. and ultimately with consumer purchase and satisfaction. So a well designed web site will provide all facts about vivel’s herbal shampoo. “purchase” behavior is typically the end result of the consumer decision‐making process and the marketing communicator wishes to move the target audience through several stages of readiness to buy. However. The objectives of our campaign are as follows  To create an emotional advertisement campaign where people can relate themselves with vivel. To gain 60% awareness of vivel in rural areas by 1 month  Develop and maintain regular use of vivel shampoo among 20% of target audience.  As the new target market is rural areas the new strategy would be to focus on. and educate them about the usefulness of shampoo.

5 CRORE 4 CRORES . f. ADVERTISING DIRECT MARKETING SALES PROMOTION PUBLIC RELATIONS SPONSORSHIP PERSONAL SELLING INTERNET MARKETING TOTAL 0.25 CRORE 1 CRORE 1 CRORE 0. b. g. c.25 CRORE 0. e.Budget Request All the allocation is based on the idea that dare to think out of box and make vivel a ultimate success.5 CRORE 0.5 CRORE 0. So the budget allocation goes like this: a. So the budget would be allocated on the basis of IMC objectives which are always in line with the marketing objectives. d.

Claims and Promises: The Vivel range of shampoos is available in three variants:• • • Vivel Shine & Glow – suitable for dull to normal hair and is enriched with Green tea extract and conditioners. Vivel Soft & Fresh – suitable for dry to normal hair and contains Extra conditioners and soya protein. 2. It adds volume and bounce to hair. The success of ITC’s other products and Fiama Di Wills will help this product to be successful. Ultrapro promises to fight dandruff twice as effectively while also providing care for hair through the plus plus benefits of Nourishment and Moisturisation. 3. which makes the consumer beautiful and confident. Key Benefits: The product portfolio was further enhanced with the launch of Ultrapro anti-dandruff shampoo under the same umbrella brand Vivel in December 2008. Objective: ITC one of India’s largest players in the FMCG sector in the month of June 2008 has come out with a new range of shampoos Vivel shampoo in line with its aspiration to offer world class products to the Indian consumer. reassurance: 1. Protection and Moisturisation through one product. . hence providing the ever discerning consumer complete care. This is a high quality range of shampoos for the upper-mid and mid-market consumer segment.Message Strategy: Vivel shampoos cater to the specific needs of a wide range of consumers. Support. 4. Vivel Volume & Bounce – suitable for oily to normal hair and contains Jojoba oil and conditioners. This product offers a unique value proposition of bringing together ingredients that provide the benefit of Nourishment. ITC has efficiently used every promotional media for its new product. It makes hair soft and fragrant. It adds shine to hair. Gives the total brand experience created by all contact points for the brand. The media is carrying the message efficiently and effectively.

promote marketing system and boost economic growth. the length of ads and when they are put on the air. and has also stepped forward to sponsor a Bengali reality show. Newspapers: Now a day almost everyone reads the local. Right now Vivel shampoo has sponsored “Super Singer” a reality show in Telugu. Also promoting the brand through social networking sites will always helpful. Ads are usually sold on a package basis that considers the number of ads. especially in metros while travelling. Major methods for advertising: Magazines: Magazines ads can be quite expensive. the length of ads and when they are put on the air. We can also sponsor some of the TV shows. A product or service is advertised to create awareness in the minds of potential buyers. Fashion or movie magazines such as “Femina” “Cosmopolitan” “Filmfare” will be very useful because it mainly focuses on youth and fashion hence helping to capture the target market and potential customers. arranging a beauty contest or arrange instant hair care clinic sponsored by Vivel etc. Television ads: They are more expensive than most of major forms of advertising. . We can explain the specifications of the product in newspapers by placing ads. The various elements that are included in the IMC mix must work together to deliver a consistent and persuasive message. Businesses are developing Web pages sometimes just to appear up-to-date. We are required to determine the optimal mix of elements which will allow us to achieve the overall IMC objectives. advertising and promotions on the World Wide Web are almost commonplace.Media Mix and Objectives: Advertising is the means of informing as well as influencing the general public to buy products or services through visual or oral messages. Web Pages: Now. We are required to determine which elements will be included in the IMC mix. A major consideration with radio ads is to get them announced at the times that our potential customers are listening to the radio. major newspapers. Advertising is actually brand-building through effective communication and is essentially a service industry. It is important to recognize the advantages and limitation of the various promotional elements and the ability to gain synergies by using a mix of elements. Sales Promotion/Special events: This trend to attract attention can include announcing a major program or service or campaign. the number of ads. that is. Television ads usually are priced with similar considerations to radio ads. However. It helps to create demand. and many people still listen to the radio. businesses might find good deals for placing commercials advertisements. Radio announcements: A major advantage of radio ads is they are usually cheaper than television ads. with the increasing number of television networks and stations.

E.g. I have been using the shampoo regularly for the past 2 months or so and I am very much satisfied with the results. Consider writing an article for the local newspaper or a magazine. ITC brands are new hence marketing efforts are geared towards enhancing consumer engagement and trial. It is not a hair fall control shampoo but I am happy that the shampoo suits me and has improved the health of my hair considerably.: ITC is offering Vivel Di Wills shampoo (200 ml) free with its 75 gm bathing soap for Rs 89. Articles: If there is any strong impression about the product it can be published in web or news paper. few months back. . I must say that I liked it from the very first use as it gave me a clean and smooth feeling. In the article we can also use the opportunity to compare our product with other products by customer responses. The hair has got smoother and the roughness has almost disappeared and one additional benefit is that it also has controlled my hair fall considerable.E.: Vivel shampoo a quality product launched by ITC private ltd.g.She had a very rough and dry hair and within months of using the shampoo it became smooth and silky so I got a kind of jealous and wanted to try the product after all who doesn’t want a long silky hair. It’s pretty cheap and is within the range of any common man and I first tried out the Black Vivel shampoo which my Sister was using. Actually I am a bit skeptic about using new products but my sister who had been using it for quite a while forced me to try the product . My hair too was quite dry and rough so I decided to continue using the product and discard the other shampoo I was using. It really is a world class shampoo and gives the hair a smooth and silky feel.

so print media can be one of the best supports to attract other customers. Two-Tier and Three Tier sectors for the promotional activities of our product. In this year budget allotment for promotional activities are 19 lakhs overall i. promotional events etc. As we establish that this promotional activities made huge impact on increase in sales of the product. we have covered Metro cities.Evaluation Program • • • • • • • • Our product has reached most of the audience in the south-India and most of the places are covered in Bangalore. through this activities we could catch the attention of most of the primary consumers. The media used for the promotional activities are print media like magazine (size-wise.. In the geographical allocation. Most newspapers covers massive group of audience. 2008-09 was 13 lakhs in all the covered area. Today’s generation were mostly spending their time in television so it is one of the best media to attract the younger generation. audience-wise and geography-wise) and Newspaper (display advertisements and pamphlet advertisements) and also promoting through television.e.e. The budget allocated for media and promotional activities in the last year i. • • • . 4-5 lakhs for Two-Tier.. open stall counters.. 10-12 lakhs for most of the Metro-cities. Mostly consumers purchasing sachets in daily basis and bottles are consumed in weekly and monthly basis. 1-2 lakhs for Three-Tier sectors. It has also reached the demographic peoples of above 15 to below 30 aged customers. so we decided to enhance the promotional activities to attract most of the customers. The promotional activities like door-to-door campaign.

lse.Bibliography • • • • • http://www.brainmass..strategyonline..com/sets/personalcare_frameset.ca/articles/magazine/20030421/shewchuk.com/homework-help/business/marketing/85827 www.net.html www.imc.au/resources ./HIVIEWandEQUITYtheShampooCaseStudy.ac.htm http://www.uk/.htm www.itcportal.

Sign up to vote on this title
UsefulNot useful