Marketing Internship Report at Ocimum Botanical Pvt. Ltd.- FMCG Company

1. OCIMUM
BOTANICAL PVT.
LTD.
By: Mimansha Bahadur
IMT Hyderabad
17A3HP525

2. About the Company
Ocimum Botanical Pvt. Ltd. is an Indian
company which produces botanical home and
personal care products which are EPA certified.
It was established on 14th March 2017. It’s
headquarter is in Ernakulam, Kerala. It was
founded by Col. Sudhir Nair.
It is a Research & Development company based
out of IOWA (USA) and New Delhi (INDIA) with
over 10 years’ experience in developing natural
sustainable solutions to the problems inflicted
by various insects.
It has successfully developed 100% DEET Free,
Non-toxic, herbal products that are well
accepted and selling in the markets of India,
Malaysia and United States.

3. Key Objectives of the Company
Problem
• Synthetic chemicals use the principle of "Cell
Penetration" to kill their targets, like insects.
These targets develop resistance due to
dosage depletion of functional inferiority of the
chemical used over a period, and mutate. This
forces us to use higher dosages of the
same formulation or go for stronger
formulation for those targets, which may be
more toxic than the one before. These
chemicals tend to stay on for longer than
required in the environment and hence cause
un-avoidable environmental damage.
Solution
• To reduce environmental toxicity and damage
to human and animals, this technology acts by
attacking one insect and not disturbing other
insects that may be required in
our environment. This is possible only
by hitting specific insect sensors.
Combining the 112 oils and extracts and its
experience with working on insects and other
parasitic organisms, Vedic Bio was able to get
pointed formulations to attack those target
specific insects.

4. Project Background
PROJECT ON:
Handling B2C Marketing at Ocimum
Botanical Pvt. Ltd.
PROJECT TITLE:
Analysis of Sales and Promotion strategy,
Awareness of product and Digital Marketing
at Ocimum Botanical and Study of consumer
behavior towards botanical products.

5. B2C Marketing
• Business-to-consumer – “B2C” – refers to commerce
between a business and an individual consumer. While it
applies to any type of direct-to-consumer selling, it has
come to be associated with online selling, also known as
ecommerce or e-tailing.

6. Process
Consumer
Feedback
Suggesting a
solution and its
advantages.
Understanding
the
needs/problem.

7. Project Objective
• Analyzing the competitors, their pricing strategy and discounts given by the
firm to the customers.
• Spreading awareness about the brand.
• Sale performance of the products of Ocimum Botanical.
• Coordinating, Dealing, Operations and maintenance with the spread across
the regional stall at fairs & exhibitions.
• Placing orders with the existing as well as the new customers.
• Market Research and Competitor Studies.
• Data collection and analysis of the same to make an effective marketing
plan.
• Digital marketing and promotion of the product, Marketing of the brand on
all social media platforms.
• Customer feedbacks and problem-solving recurring with customer orders.

8. Task Phase-1(March)
• Database generation of the customer & Clients of
Vanitha Max fair January- February.
• Preparing list of Societies for Society stall program.
• Content Creation for Social Media.
• Analyzing Competitors and their digital marketing
strategies.
• Analysis of upcoming trend of digital marketing.
• Suggesting Cost Effective Digital Marketing Strategy:
• SWOT Analysis of Ocimum Botanical.
• Content creation for Wikipedia.
• Creating Instagram page.
• Questionnaire Development.

9. SWOT Analysis
Strength
• Approved by EPA
(Environment Protection
Agency), USA
100% natural, non-toxic,
biodegradable,
green, sustainable and safe.
Each product is target specific.
Products are biodegradable
and doesn’t leave any residue.
Products are being tested by
WHO, NIMRC (National
Institute of Malaria Research).
Environment safe, Pet Safe,
Food Safe, Child Safe
Good packaging.
Differential advantage
Weakness
 High cost of delivery
• Specific target market
• Low promotions
• Restricted
users/consumers
• Competitive
disadvantage
• High Price
• Low stock, hence
Demand and supply
managing.
Opportunities
 Scope of R&D and
Technology
advancement.
 Export potential
 Reach to large
domestic markets,
Hotels, Spas and
management
companies.
 Expanding to Pan India
 Penetration to North
India
Threats
• Replacement by other
Natural/Chemical
FMCG products.
• Low rural demand.
• Building brand image
in existing FMCG
market.
• Competition among
chemical and
cheaper(low price)
products.

10. Trends that are going to come up in
2018 (Future Trends):
• Mobilification- Text messages (For Eg- 2 messages per
month can be broadcasted one can be fun & other can be
promotional)
• Media Properties- News controls the conversation of the
day, week or month, decides what should be the
promotional content and communication to be made.
• ChatBot (Artificial Intelligence, AI)- Website or FB Chat-
Bots are a new trend where people can interact over with
automatic generated chat with the Bots, as its fun &
engaging to start a conversation.
• Stories- People are more interested in story-telling so
Instagram Stories & Snapchat stories are a big hit, Also
You-Tube is coming up with stories, “Reels”.
• Videos- Live Streaming Videos, Short videos get more
views and communicate better to the audience, FaceBook,
YouTube & Twitter get more engagements on video.
• Social Media Influencers- They are the people with large
number of followers and can communicate or endorse
their products to their existing followers, in a form of-
Blog, Vlog or Testimony. It is different from Celebrity
endorsement.

11. Suggestion of Cost Effective Digital
Marketing Strategy:
• Regular Posts on Facebook, Twitter, Instagram- Videos,
Live Videos, Stop Motion videos, Posters & Pictures
(New Photoshoot of product).
• Testimony Videos of Employees, Users and Influencer.
• Online participation games/quiz/competition.
• Trending #
• Travel Kit can be promoted by famous Travelers,
through Blog/their social media handle or by holding a
travel blog competition.
• Promotion of Exhibition (Online+Offline)
• PR activities- Promotion of NoTick with HFA.
• Making regular posts on social media handle of all
festivals and important days.
• Making a ChatBot- AI interface on Facebook
Messenger
• Updating Wikipedia Page
• Updating the products on Facebook Market Place.

12. COMPETITIVE
ANALYSIS:

13. NoMos
• By using this product, the senses of the mosquitos get
paralyzed, it creates a layer over the surrounding
where it is sprayed so the mosquito couldn’t sense it
and hence don’t bite. It can be a seasonal product.
• Sports Spray: It uses coconut oil, which keeps the skin
supple for a long time.
• Competitors:
 Good Knight Mosquito Repellent Liquid
 All Out Mosquito Repellent Liquid
 Mortein Mosquito Repellent Liquid
 Odomos Mosquito Repellent Cream
 Good Knight Mosquito Repellent Cream
 Himalaya Herbal Mosquito Guard
 FabIndia Mosquito Repellant Spray with Natural Oils
 Hit Spray for Insects and Mosquitoes
 KAMA Ayurveda, Body Guard

14. Terra Clean
• It is used for crawlies and as an insect repellent. It also
keeps ants and lizards away.
• Advantage: It can be used on any type of floors or surfaces:
like even of a wooden table. It works on every floor,
sophisticated marble. It gives a glazing effect as it has water
as its base.
• Castor oil acts as an emulsifier, which acts as a detergent.
• Target customers: Hotels, Facility Management Companies.
• Competitor:
• Lizol Disinfectant Surface Cleaner, Patanjali Gonyle Floor
Cleaner, Domex Disinfectant Floor Cleaner, Mr. Muscle,
Cleanmate Floor Cleaner, Cif, Nilgiri Natural Fresh Floor
Wash Herbal Concentrate, Strategi Labs, Care Clean, Excel
Plus, Mopz by Reliance

15. No Roach
• It targets the eggs of the cockroach and prevent
its breeding.
• Advantage: It doesn’t leave any stain. It is kitchen
safe.
• Competitors:
 Hit
 Baygon
 Raid
 Herbal Strategi

16. No Fly
• It is used for different kinds of flies, house-flies
etc.
• Competitors:
 HIT Lime Flower Insect Spray
 Herbal strategi
 Khatnil For All Insects Killer
 Green dragon

17. No Tick
• Pets and Humans (in USA) get tick due to the
cold weather.
• Target Customers: Pet owners
• Competitor:
 Himalaya Erina-EP Shampoo
 VIVALDIS
 All4Pets Fiprotic Tick Fleas Free Spray
 Wildwash Natural Tick And Flea Repellent Spray
 Goofy Tails
 Strategi Kennel Spray Herbal Protection From
Ticks, Fleas, Lice And Mites In The Kennel Area

18. No Bug
• It targets the bed worms which are found mostly
in cold areas.
• Target Customers: Hotels
• Competitor:
 Raid Bed Bug Detector And Trap
 Good Morning Bed Bug Killer Powder
 Lille Pro Wash Natural Bed Bug Repellent Spray
 Herbal Strategi Bed Bug Repellent Spray

19. No Lice
• It paralyzes the six legs of the lice from close to
open position.
• Only in this product there is synthetic substance as
it is a shampoo (lather effect).
• Target Customers: School-going kids.
• Competitor:
 Mediker Shampoo
 Biotique Heena Shampoo
 Jungle Formula Head Lice Shampoo:
 New Lice Shield Shampoo & Conditioner In
 Apollo Pharmacy Keto Care Anti-Lice Shampoo

20. Task Phase-2
(April)
• Supervising the Exhibition & Fair Stalls.
• Sales at Vanitha Max Consumer Fair,
Kottayam.
• Arrangement at MACCT fair, Thodupuzha.
• Maintaining customer relationship.
• Content Creation & handling for Social
Media.
• Product Photography.

21. Vanitha Max Consumer Fair

22. About the Stall
at Vanitha Max
• Vanitha Max Consumer
Fair is organized by
Vanitha Max Magazine
(Mallayam Manorama)
• It was organized from
6th April 2018 to 19th
April 2018 in Kottayam.
• Total sales from the stall
was: 63,800 Rupees.
• Total number of
customers bought the
product was 500+

23. MACCT Stall,
Thodupuzha
• Merchants charitable & cultural
Centre organized a fair at
Thodupuzha.
• The fair was from 29th March to
29th April 2018.
• We set up a stall for 1 week.
• Total sales: 4500/- Rupees.

24. THANKYOU !!!