Essence of

Product
• Natural Sandal Wood face wash for women

• Useful for all types of skin

• Has a rough texture making it suitable for scrubbing

• Embodies all the benefits of sandalwood:-

o Moisturising
o Anti ageing
o Anti septic
o Good for oily skin
o Prevent Dark Circles
o Prevent Pimples and Acne

• Product Differentiation:-
o 60g Tube
o 120g Tube
o 300g Bottle
 Product description
• Name - ANAVA FACEWASH

• Tagline – Essence of Individuality

• Description – A 100% natural sandalwood product

• Grade/Type – For all skin types

• Directions for use – Apply a small amount on wet palm and work into rich lather. Gently massage and scrub
onto face, avoiding eye area. Rinse off thoroughly. Use trice a day for a glowing skin.

• MRP – ₹119 (inclusive of all taxes)

• Net weight – 60g

 Competition
• The market leaders are Himalaya, Clean and Clear and Garnier

• These are all mass market products and not aimed at the premium market

• Hence our major competitors are other player in the premium facewash segment like Dove,
Olay and L'Oréal

50g ₹125 50g ₹109 50g ₹175

 Perceptual map
High
Effectiveness

Chemical Herbal

Low
Effectiveness
 Price
• Competitively priced

• 60g Tube priced at ₹119

• 120g Tube priced at ₹219

• 300g Bottle priced at ₹549

Place
• All major cites and towns of India:-
o Beauty saloons
o Supermarkets
o Online Stores
 Promotion
• Advertising:-
o TV and online
o 60:40 split

• Social Media
o First advertisement on YouTube, Facebook, Twitter and Instagram
o Then launch in online stores

• Television
o Launch TV advertisement in local channels

• Promotion via Skin care specialists

• Promotion via distribution in Star Hotels

WITH WITHOUT
ANAVA ANAVA
 Segmentation
• Geographic:-
o Target Tier-1 cities initially

• Demographic:-
o All women above 13 years

• Psychographic:-
o Women who are beauty and skin conscious

• Behavioural:-
o Average usage 2-3 times a day
o Anti ageing solution
o Prevent Dark Circles
 Targeting
• Women from 13 years of age onwards

• Who are concerned about skin care

• Who prefers natural products

• People with hectic schedule having not much time for skin care, thus preferring a product with multiple
benefits
 Positioning
• Chemical free natural skin care cleansing product

• Affordable to middle and upper middle class

• Effective for all kinds if skin types

 Opportunities & Threats
• Opportunities:-
o Overview 2018-23 – CAGR to exceed 15%
o Not many ‘sandalwood’ facewash products in Indian market
o Higher growth opportunity due to increase in disposable income, growing population of
middle-class economy, consciousness towards personal hygiene, growing desire amongst
men and women to look fresh
o Using available technology to advantage (biodegradable and LUPs)

• Threats:-
o New entrants almost every other day
o High competition from already established beauty products (Dove, Olay, L'Oréal)
o New product, new concept – unpredictable and unstable demand
 THANK YOU
Presented by:-
Arjun Liju (271129)
Mohit Mudgal (271147)
Rahil Mehta (271152)
Rohit Varma (271156)
Bhargav Vithalani (271176)
Siddhant Gupta (271180)