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Presented by :Mohita Pandey Tanuja Joshi Minakshi Saini Shaluni Khetwani Ruchi Garge

HIMALAYA FACE WASH

THE HIMALAYA DRUG COMPANY

The Himalaya Drug Company was founded in 1930 by Mr. M. Manal with a clear vision to bring Ayurveda to society in a contemporary form. It produces health care name Himalaya Herbal includes ayurvedic ingredients. products under the Healthcare, which

It is spread across locations in India, the United States, the Middle East, and Europe, while its products are sold in 60 countries across the world.

POSITIONING
Purity of nature Leaf that forms the crossbar of the letter evokes focus on herbal healthcare. The green logo represents proximity to nature while orange represents warmth, vibrancy and of commitment to caring The Himalaya hallmark carries with it the promise of good health and well-being The swoosh in orange adds colour to the logo, making it more lively and appealing to the younger generation. Giving Ayurveda a hipper and modern face.

AD DESCRIPTION

The ad shows a young lady probably in her twenties. The ad shows the frustration girls face when trying to get rid of 'skin trouble'. The young girl in the TVC chooses bizarre props like sunglasses the size of a spaceship to big earrings in a quest to conceal her skin problems. Nothing works and the girl is left feeling miserable.

In the end, her friend steps-in to give her useful advice - Try Himalaya's Purifying Neem Face Wash. The final shot shows the girl with clear skin, looking confident, and enjoying admiring glances from a young boy. When the company did research and asked the young women what they described as beautiful, the common answer was 'good, healthy skin' and one of their biggest concerns was skin trouble. The ad highlights this problem in an amusing way and then introduces Himalaya's Purifying Neem Face Wash as the ideal solution for skin troubles.

TARGET MARKET AND SEGMENTATION

The ad has been focused on modern, urban woman who needs to feel confident and in charge of her life. The look of the ad shows the specific segment of Indian women who believe in the power of Ayurveda more than a botox.

PRICE

Size:50 ml TYPE: Gentle Exfoliating Rs 60 Size:100 ml TYPE: Clarifying Fairness Rs 110

Size:150 ml TYPE: Purifying Neem Face Wash Rs 125 Size:50 ml TYPE: Clarifying Fairness Rs 60 Size:150 ml TYPE: Balancing Oil Control Lemon Face wash Rs 99

SIZE:50ml Type: Gentle Hydrating Face Wash Rs 40

PLACE

Himalaya face wash has 17% of market share in India and emerged as the number two player (with its purifying neem face wash) after HUL. The Himalaya Drug Company does not have adequate presence at the kirana stores. While they reach out to nearly 94 per cent of medical shops and 5,500 modern trade outlets, they are not present at kirana stores.

MARKETING STRATEGY

Their marketing is mainly focused on engaging the customer, creating awareness for our products and increasing availability and accessibility. They are not a brand given to high decibel advertising. In India, Himalaya is currently focused on urban markets where it is present in modern retail, general trade and pharmacies the brand also have over 126 exclusive retail outlets to help customer experience the brand. Himalaya works with Meridian and Starcom for its advertising requirements, but compared to heavyweights like HUL & P&G in the FMCG space, spends a paltry Rs 10 crore on its marketing.

Clean and clear face wash

Segmetation
SOCIAL CLASS Social class Upper-upper, uppermiddle & middle class Highly/mildly Modern 14-30 Male, female Daily Aware, Informed Enthusiastic, Positive

Lifestyle DEMOGRAPHIC SEGMENTATION Age Gender BEHAVIOURAIL SEGMENTATION Usage rate Readiness stage Attitude

http://www.mbaskool.com/brandguide/fmcg/2570-cleanand-clear.html

Marketing mix of Clean and clear

1. Product
Clean & Clear face wash is a skin care product that possesses special ingredients to help eliminate acne blemishes without over drying. It leaves your skin look healthy, clean, and radiant. This face wash is being used by women and men as well. Previously the target audience was women but after conducting a survey the company came to know that not only women are the actual users of Clean & clear face wash but men also frequently use it. So they have repositioned it for men as well.

http://www.cleanandclear.in/product-product-range/clearfairness

2. Place :-

Clean & Clear face wash is available at every super market. In addition to these this face wash are also be available in small and medium retail stores.

3. Price : Morning energy face wash at Rs 50/- for 50 ml and Rs 95/for 100 ml New foaming face wash at Rs 15 for 20 ml Deep action oil controlled face wash at Rs 85 for 80 ml Pimple clearing face wash at Rs 49 for 40 gm. Clear fairness face wash at Rs 99 for 80 gm. http://marketingpractice.blogspot.in/2008/08/clean-care-clean-clearand-confident.html

4. Promotion :1. Campaign :- Clean & Clear urges young women to replace soap with face wash This campaign is for the young girls who are just going to enter in college then a girl asks that 'Can this new life be enjoyed with skin problems'? The other girls responses saying 'no' and are shown throwing away a bar of soap and replacing it with Clean and Clear new foaming face wash.

http://www.campaignindia.in/Video/350214,clean--clear-urges-young-womento-replace-soap-with-facewash.aspx? eid=29&edate=20130717&utm_source=20130717&utm_medium=newsletter &utm_campaign=daily_newsletter

2. Campaign : Clean & Clear organizes a party Created an emotional connection between Clean & Clear and teenage girls The campaign ran from February-December 2007. The activity was promoted via advertising across the MTV network, as well as via a community micro site where everyone could create a social network-style page, plan their perfect party, list their ideal music list and enter competitions. This is what the company plans to say in its advertisements and how it plans to say it. Clean & Clear face wash advertising message focuses on the confidence provided by fresh and blemishfree skin for both genders.

http://www.thinkbox.tv/server/show/ConCaseStudy.1508

EVERYUTH FACE WASH

MARKETING MIX

Product

Today, EverYuth Naturals has a strong leadership presence in advanced skincare segments like soap-free face wash, face masks, skin exfoliates amongst others. It also includes specialty dermatological tested skincare solutions for sun protection. EverYuth has recently forayed into the market of male skincare with the launch EverYuth Menz. With this new range, the brand has filled the vacuum of a basic skin care range for men in the Indian market. In a first of its kind, Everyuth has launched the first scrub for males in India. EverYuth Menz is Indias first comprehensive skincare range designed keeping in mind a mans rigorous lifestyle and his specific needs.

PROMOTION

It had arranged contest like diva of the day. It is a contest like miss India where girls from different states participated and this inspired others girls to for participating. Commercial ads, print media etc. also helped everyuth to compete. Apart from this they also print ads which helped customer to realize that everyuth can help their skin.

PLACE

It is available at almost every retail store. It is also there at every super market. If a person want to buy it online then also it is available

Price
For 60 ml : 45 Rs For 125 ml : 65 Rs For 150 ml : 80 Rs For 72 gm : 60 Rs

For 75 gram : 56 Rs

For 60 ml : 45 Rs For 125 ml : 65 Rs

For 72 gm : 45 Rs For 125 gm : 60 Rs

PRIMARY DATA RESEARCH

Objective: To study the most preferred face wash brand Target Market: Individual using face wash preferably youngsters age group between 18-30 Sample Size: 50 Students Research Technique: Convenience sampling

Q1. WHICH FACE WASH DO YOU USE?

Q2. WHAT FACTOR DO YOU CONSIDER WHILE BUYING?

Q3. IF IT IS NOT AVAILABLE, WHICH ONE WOULD YOU BUY?

Q4. HOW MANY TIMES A DAY DO YOU USE FACE WASH?

Comparison with other products

Himalaya neem face wash Target Group Focused on people believing in herbal products Everyuth face wash Clean & clear facewash Focused on young and working professionals Focused on men women both including youth and working professional

Streng th

First company to Diversified face produce 100% washes herbal products. Rs. 65 for 100 g. Rs. 38 for 50 ml

First company to produce different face wash for men

Price

Rs 56 for 75 gram

Key Neem, Nimba, ingredi Turmeric, ents Harida

Triclosan, Lauryl Phosphate, Glycerin

Strategy Adopted

Himalaya neem face wash

It introduced first herbal face wash

Clean and clear face wash

Everyuth facewash

They introduced diversified products as per the customers preferences

It also works as cleansing toning. It removes tanning also.

They applied Age They came up old concepts of with clean and Ayurveda clear fresh face contest Niche marketers, aim to understand the customer's need so well.

It came up with diva of the day contest

Also given importance to men and introduced face wash according to their skin.

CONCLUSION

As per our research we found that most of the people prefer Himalaya face wash. The reason being its natural contents and medically approved which easily suits to skin and prevents from acne. Most of people use face wash three times in a day. Brand image, price and fragrance also influence the people to purchase face wash. If the users of Himalaya face wash want to switch over to some other brand or there is unavailability their choice would be Johnson & Johnsons clean & clear face wash. The strategy providing a herbal product at a comparatively lower price proved to be beneficial for the company. The company took the first mover advantage and tried to meet the needs of the customer by providing them a herbal face wash.-----