Vivel: Integrated Marketing Communication Report | IIMC | IMC

CONTENTS
ITC - an introduction ......................................................................................................................... 1
The Six Success Mantras................................................................................................................... 3
VIVEL DI WILLS & VIVEL...................................................................................................................6
COMPETITOR ANALYSIS – SECONDARY RESEARCH .....................................................................8
DOVE9
LUX 9
Santoor....................................................................................................................................... 10
Cinthol .........................................................................................................................................11
Imc Strategy of Vivel – Secondary research .....................................................................................11
PRIMARY RESEARCH – EVALUATION OF BRAND PERCEPTION AND PERSONALITY...................17
Brand Image.................................................................................................................................17
Brand Personification.................................................................................................................. 18
Point of purchase ....................................................................................................................... 18
Reasons for Choosing Vivel......................................................................................................... 19
Reasons not to choose Vivel........................................................................................................ 19
RECOMMENDATIONS AND CONCLUSION ................................................................................... 20

USE OF MARKETING COMMUNICATIONS IN THE EVOLUTION OF PERSONAL CARE BRAND VIVEL IN INDIA
. 1
USE OF MARKETING COMMUNICATIONS IN THE EVOLUTION
OF PERSONAL CARE BRAND VIVEL IN INDIA
ITC - AN INTRODUCTION
Popularly known as ITC, the $5-billion Indian Tobacco Company is an addition to the
select club of ambitious desi conglomerates (like TATA, Reliance, Aditya Birla etc.) for whom
diversification into newbusinesses has been the biggest propellant of their ever-growing size,
clout and brand prowess. Starting from its humble beginnings in 1910 as Imperial Tobacco
Company of India, Virginia House, the group headquarters in Kolkata, has been the proud
witness to many successful new business scripts in the company’s long and varied journey.
As tobacco became a bad word in the last two decades, and successive governments began
to put many curbs in terms of advertising and other promotions around tobaccos, it became
a tough business environment to operate in, besides it has started taking a toll on the
company's image.
Hence, ITC needed to change its track and that too quickly. And like a skin-shedding
snake, ITC started an earnest exercise in creating a new brand image and corporate
philosophy by investing in new business categories like personal care, premium apparel, rural
business (e-Choupal) and foods. All along using its famed distribution strengths built through
its successful past businesses like cigarettes, paperboards and packaging, hotels and agri
business, to create synergies across its verticals and help prop up its new businesses, like
personal care and foods.

. 2
ITC implemented a well thought-out strategic approach. Rather than acquiring
weaker brands to get into these new segments inorganically, it created a range of new
personal care and branded apparel brands. The decisive element for its new brands was
having a product that's differentiated and superior in value proposition than what the
competition has to offer. The first step in this well-planned strategy was the launch of Wills
Lifestyle, the premium branded apparel business in 2002. This business is being spearheaded
by CEO Atul Chand from New Delhi. That ITC was very serious about this new foray was clear
from the fact that it hit the market with four brands— Wills Classic, Wills Sport, Wills ClubLife
and Wills Signature—to cater to the specific apparel needs of men and women of upper and
mid-income levels. Besides, it has also launched exclusive men's and women's wear brands—
John Players and Miss Players. Not stopping at apparel, ITC then moved on to take the
competition head on in the FMCG domain, through ITC Foods in August 2001, and personal
care business, which is the focal point of this story, in 2005. Under this category, brands like
Essenza Di Wills, Fiama Di Wills, Vivel Di Wills, Vivel and the Superia were designed to take
care of various sets of consumer segments.
Though, the plans for personal care foray were high, it got fructified only in July 2005, after
its successful foray into foods business with brands like Sunfeast, Ashirwaad Atta and Bingo.
But behind this launch was five years of intensive on ground research of market conditions
and consumer expectations. Over one lakh consumers were surveyed across the country to
test various prototypes. Acceptance benchmark was kept as high as 90 percent for the final
products. ITC called this exercise as '3E’ approach —explore, establish and execute. ITC
wanted to create a portfolio on their own unlike many others who have a long and varied
history of inorganic growth, which had its own merits. They had the flexibility to create the
portfolio to meet the needs of today's consumers without being bogged down by the past
heritage or the varied historyof an acquired business. They could develop strategiestoutilize
the innate strength of their organization-distribution. The unique challenges they faced
while developing the business from scratch were upfront investment of time and resources
to understand consumers and develop consumer insights. Further ITC's target was HUL and
P&G only. Hence, it went about its business with a lot of strategy, experience, innovation,
correct marketing-mix and better products. It modelled itself after P&G's proposition of
superior products in every segment it has entered. ITC roped in its tobacco business veteran

. 3
Sandeep Kaul to spearhead the personal care launch. It also poached some key talents not
only from across the industry but also a senior scientist from the HUL stable to spearhead
the technology function. That apart, it also sought help from product formulation and
branding experts in Europe and America to formulate the fragrance, aesthetics and
packaging. Many of the brands have also been developed at its R&D centre. The results are
there for everyone to see.In lessthan four years,ITC has been abletocreate brand awareness
and consumer acceptance for its five product lines—Essenza Di Wills, Fiama Di Wills, Vivel Di
Wills, Vivel and the Superia—each targeted at the needs, aspirations and usage behaviour of
different consumer segments. ITC says that the strategy for designing personal care is that
everyone is a potential consumer.
THE SIX SUCCESS MANTRAS
Source: Pitch, April 2009

. 4
Each of the above brands has been created around six key strategic pillars. The first
of which is 'clear segmentation' across brands and product lines. The second pillar is making
these products reach far and wide. ITC cleverly leverages its 'distribution and group synergy'
strengths to deliver the products right at the doors of consumers. Though, ITC has a highly
successful distribution network for its tobacco products, it had to quickly devise a different
distribution plan for its personal care brands, as these are positioned in the premium
category. This was answered by rolling out a wide distribution infrastructure for ITC Foods’
brands like Bingo, Ashirwad Atta and Sunfeast. This helped in quickly rolling out the personal
care business across the country, with further support from its universally acclaimed e-
Choupal network. And today, ITC's distribution reach is almost at par with market leader
HUL's reach. The third pillar is a clear communication for these brands, according to the
target consumer sets.
The fourth pillar is the relevant brand extensions around which it has created the five
product lines. So far, the effort has been to keep the focus on the main brands through brand
extensions rather than confusing consumers with many sub-brands with different names.
But, the same doesn't apply to its luxury Essenza Di Wills range, which has sub-brands like
Inizio, Aqua and Mikkel to cater to exclusive and individualistic desires of its rich target
audience. Since brand ambassadors play a key role in creating the top-of-mind recall, the
fifth pillar of its strategy rests on associating itself with strategic brand ambassadors
whenever required. For example, only the Fiama Di Wills and Vivel ranges have brand
ambassadors while the rest two brands are TG-driven. Lastly, its sixth strategic pillar is visible
on the packaging side. The packaging for Fiama Di Wills was developed by international
design houses to ensure high-quality standards.

. 5
The personal care business is considered recession-proof as these products are of
regular demand and hence a lucrative area. And ITC has both—a deep pocket to sustain
through the initial years and the ambition and will power to grow large. The personal care
space, comprising of skin care, soaps, shampoos, conditioners and hair oils touched Rs
16,612 crore in 2008-09, growing at a healthy rate of over 20 percent in terms of value and
14 percent in terms of volume. Soaps alone account for over 40 percent of the personal care
market and along with the shampoos, control well over 50 percent of the overall FMCG
market. These two are also the categories of prime focus for ITC. It’s in no hurry to get into
every conceivable FMCG segment. Unlike many other consumer goods players which have
too many brands, but not all which are not very clearly defined. ITC has kept the focus on its
five main brands with each of them having a unique brand proposition. Now, with high brand
awareness in place, the focus is on driving sales by creating multiple touch-points through
various channels of communication, promotions, different price-points and leveraging the
group synergies.

. 6
VIVEL DI WILLS & VIVEL
Easily, the most important of all the brands, Vivel Di Wills and Vivel compete in the
most competitive, the popular market segment, dominated by well -entrenched players like
HUL and P&G, besides smaller players like Marico, CavinCare, Godrej, Dabur etc. Launched
in the first half of 2008, Vivel Di Wills introduced two soap variants. Vivel has both soaps and
shampoos, catering to a wide range of consumers in the mid and upper-middle class
segments.
Vivel soaps, shampoos and fairness creams usually depicts the features and virtues
like Youth, Confidence & Beauty. The USP of Vivel range is nourishment, protection and
hydrating ingredients for complete skincare. Vivel, unlike Fiama, is a gender-neutral brand.
Vivel Di Wills soaps come in two variants and cater specifically to upper-middle class
consumers, and is priced at Rs 30. While Vivel offers five variants, all priced in the range of
INR16-18, while the Vivel shampoos come in three variants. This space is dominated by HUL,
whose brands like Lux, Rexona, Liril, Sunsilk and ClinicPlus command over 50 percent market
share in soaps and over 45 percent in the shampoos market, while ITC has only around 2
percent of the personal care market. Kareena Kapoor is the brand face for Vivel brands and
its communication is both in Hindi and English unlike Essenza and Fiama which is only in
Englishand French.Towardsthe end of 2008,ITC haslaunched anewanti-dandruff shampoo
‘UltraPro’ under the Vivel umbrella, pitched against HUL's Clinic AllClear and P&G's Head &
Shoulders in the rapidly expanding dandruff control segment. Targeted at men, UltraPro is
endorsed by Hrithik Roshan. Besides being available across leading departmental stores and
modern retail outlets, Vivel is also retailed through the John Players showrooms — ITC’s
men’s wear stores.

. 7
Tag line: “Khoobsurati bus mein , duniya kadmo mein.” meaning “if you are beautiful, world is at
your feet.”
Segmentation: It has been cleverly targeted: Vivel Di Wills for the upper middle class and Vivel for
the popular mid segment.
Group synergy: Retailed at John Players stores, besides ITC’s traditional distribution channels
Communication strategy: It has communication in Hindi & English to cater to both upper middle &
popular middle class.
Brand extensions: Vivel & Vivel Di Wills a clever way to target the ‘Lux’ consumers of yore (Lux vs.
Lux International)
Brand ambassadors: Kareena Kapoor is the brand face thanks to her popular mass and class appeal
Packaging: Vivel Di Wills has a more premium packaging, but Vivel has a different packaging
Vivel –Brand Portfolio

. 8
Vivel soap is available in five different variants. The packing of product indicates the
ingredient or type of variant. Eg: Sandal Sparkle in yellow color packing. The moisturizing
bar from Vivel features Kareena on the cover packaging of soap indicating beauty & flaw less
skin. The packaging is hard cover as other premium soaps
The shampoo bottles are available in 100ml and 200 ml bottles. These are of different
color to indicate different shampoo catering different hair types. Eg: Vivel Shine & Glow for
dull to normal hair. Shampoos also available in sachets of 8 ml.
On the Sales and Distribution front, the brand uses Push as well as Pull Strategy,
making it available at Modern as well as Traditional trade channels. The visibility is also quite
high in Outlets owing to the bargaining power ITC enjoys traditionally.
Vivel adopts the strategy of capturing different consumers through its different
variants within the mid segment of the soap category. Vivel seems to offer an alternative to
consumers who would like to upgrade from the lower price segment and this alternative may
also create trials among those using Lux or other brands in the price segment.
COMPETITOR ANALYSIS – SECONDARY RESEARCH
HUL divide the customers into three types of the customers: striving, aspiring and
affluent and make targeting strategies accordingly. HUL targets different types of customers
with different set of bath products. For striving customers, it offers Lifebuoy and Breeze, for
aspiring, it offers Hamam and basic Lux variants and for affluent customers, it has Pears,
Dove and superior range of Lux.
HUL strategy pyramid for personal care products
Key strategy: To straddle the pyramid and move consumers up to more aspirational brands.
Grow share by growing ahead of the Market

. 9
DOVE
Dove was globally launched in 1957. This brand came
to India in 1995. Internationally this brand has a cult status
and isamajor player in theglobalpremium soap market.The
brand is positioned as the Mildest Soap. Dove is PH neutral
and this makes the soap soft on all kind of skin types.
Internationally this brand is positioned as a brand that
celebrates the “Real Beauty”. Dove defines real beauty as
“beauty is not about how you look but about how you feel".
The Dove's official site " campaignforrealbeauty.com"
highlights this brand value.
In India, the brand did not had the success of its global counterpart. One reasons are
the small “Premium “market and another is the price barrier. Dove's initial price was around
Rs50that put off even the premium customers. Thebrand hasundergonesome repositioning
in recent times. Earlier the brand was positioned on the platform of “Trial for Results" idea.
Later it was changed to the moisturizing platform. The brand is claiming that it is milder than
the 25 leading soaps thus proving its legitimacy to being the mildest soap in the country.
Globally also this brand is positioned not as a soap but a cream bar.
With the emergence of an attractive market in the premium cosmetic market in India,
Dove have lot of potential to become a key player, it has got the positioning right, now it has
to set the " Value" right for the Indian consumer. Further Dove features at the extreme end
of aspirational brands in soaps for a normal Indian customer.
LUX
LUX in step with the changing trends and
evolving beauty needs of the consumers, offers an
exciting range of soaps and Body Washes with unique
elements to make bathing time more pleasurable. One
can choose from a range of skincare benefits like
firming, fairness and moisturizing. Lux stands for the promise of beauty and glamour as one
of India's most trusted personal care brands.

. 10
LUX is not a highly expensive but an affordable product. That is why the company
targets urban and sub urban upper middle and middle class people who are the second
highest population of segment of the country. From the segmentation of customer
according to SEC they target category A, B and C, because they are assumed to be financially
well-off and can afford to buy LUX. Lux is a super brand that celebrated beauty across the
world since 1925. The soap which was endorsed by the beautiful film stars came to India in
1929. Lux has been the largest selling personal wash brand in the country Lux has effectively
managed its PLC through careful brand building and changing the product in line with the
changing consumer. The brand is being positioned as the favorite soap of Film stars has been
consistent in terms of communication and positioning. The brand is also the classic example
of successful celebrity endorsement. The first celebrity to endorse the brand was Leela
Chitnis . From Leela to Aishwarya , From Madhuri to Madhubala, Lux has been endorsed by
more than 50 film stars. But in all these communications, the celebrity never shadowed the
brand.
Over these years, the positioning of Lux also evolved. Earlier the brand used the
positioning “Beauty soap of Film stars”. But as the customer evolved, the positioning lost its
charm because customers began to doubt whether the film stars actually used this brand.
Taking a cue from the customers, Lux changed the positioning appealing to the need for
becoming a star. The new positioning is communicated with the tagline “Bring out the star
in you".
SANTOOR
Santoor is the flagship brand in the Wipro
Consumer Care & Lighting stable and the 2nd
largest brand of soap in India in the popular
segment of the category. The brand enjoys two
decades of trust since its launch in 1986 and has
grown to be counted amongst the top brands in
the Country in an intensively competitive market.

. 11
CINTHOL
Cinthol the popular and much-loved brand of Godrej
Consumer Products Limited (GCPL) have been a favorite of
people for many years. All different soaps in its range are
having feel-fresh fragrance. Cinthol‘s range covers an
economic Lime-fresh, the medium deo-soaps (spice, lime,
cologne and the new ‘sport‘) and a slightly expensive
―Cinthol-Original.
IMC STRATEGY OF VIVEL – SECONDARY RESEARCH
Vivel Luxury Creme Soap with unique flip top carton packaging
They introduced the premium packaging and flip-carton design for the first time featuring
Kareena to convey the premium nature of the product. Competitor : Dove
Vivel Aloe Vera Baby Commercial (With Kareena Kapoor)

. 12
A popular ad recalled by many where a baby is impressed by the soft skin of Kareena
stressing mainly on the skin nourishment and softness. Competitor : Dove
Vivel Sandal Sparkle Soap with Kareena | Satin Soft now the New Vivel Aloe Vera
Two variants released with Kareena depicting its features directly targeting brands like
Santoor.
Sandal and Aloe Vera variants were shown to be used in natural Indian setting with stress
on natural benefits. Competitor : Santoor,Hamam
Vivel Brand Film Choo Lo Aasman
Brand film featuring Kareena depicting the brand as a gentle-carer who loves you,
embraces you and lovingly nourishes you to keep you looking beautiful and feeling
confident always. It helps you stride ahead to achieve your dreams and see them take
wings. Competitor : Dove
Regional Ads with celebrities and festive occasions

. 13
Vivel has collaborated successfully with regional celebrities like Trisha and Mahesh Babu
for the brand launch and couple of festive season ad campaigns have been run in local
languages during Durga Puja, Onam etc.
Vivel Deo Spirit - Pyar ka naya formula
A cheeky new series of Ads available also in local languages having contrasting images of
Past and Present age protagonists. The jingle is still recalled by many.
Vivel Clear – Dermat Film
An unsuccessful attempt at gel bar using a Dermatologist to convey the therapeutic values
of the brand
A family-centered campaign deplicting a family and 3 layer skin-care. It's the promise of
Vivel Clear. And when the goodness of 3 join hands, all you get is beautiful skin. It has
Almond Oil that nourishes , glycerine moisturizes and germ guards protect the skin
keeping it soft and glowing

. 14
Competitor : Pears, Lifebuoy
Vivel Kiss Miss Film 2015
Ad depicting the goodness of nourishing ingredients like Aloe Vera, Green Tea, Oranges,
Mixed Fruits, Milk Cream and Vitamin E. It nourishes your skin so beautifully from deep
within that it becomes irresistibly soft. So soft that world can't resist spontaneous
affection for you!
Vivel 3-in-1 Facewash
An unsuccessful attempt at facewash category with 3 in one features.
Vivel Soft Touch Ad

. 15
Ad campaign showing skin nourishment and care, husband and wife chemistry depicted;
also features Kareena; released in vernacular languages as well.
Neem, turmeric, milk cream - the secret of healthy
glowing skin
Ad depicting traditional Indian herbal elements as
ingredients of Vivel; featuring a Dadi maa in mostly
south Indian setting.
PR Activities-Brand Launches, Brand Ambassador Interaction session in select malls
Webcast of Beauty Dialogues with celebrities- Kareena Kapoor
The diva speaks about her beauty secrets and the richness of Vivel as a beauty regime.

. 16
Vivel See the World Contest
A World tour contest was launched by Vivel in select cities and city wise promotions were
executed.
Eg: Calcutta city was welcomed with purple colored rickshaws in collaboration with KKR
and film-celebrities. The promotional video was aired and web-telecasted.
Trade promotion and Engagement activities
ITC's personal care brand Vivel organizes special events to recognize the support of its
trade partners in making the brand a great success. The company arranged for brand
ambassador of Vivel soaps, Kareena Kapoor, to be present on the occasion. The event,
executed by a local agency in the city, provides the guests with an opportunity to interact
with the celebrity. Around 400 trade partners from across the northern belt of the country
attended the event.
Source: http://www.eventfaqs.com/news/ef-02886/ITC-engages-partners-of-Vivel-1279110141310.html
Below the Line Activation Approaches followed by Vivel
BTL campaigns deployed by Vivel include innovative posters, danglers in select malls and
shops. A “magic mirror” was installed in few places where it displays ad till a viewer comes
close and then it becomes a mirror.
Palichunu Oru Matram - Tamil Nadu
The campaign, Palichunu Oru Matram, launched in Tamil Nadu, aims to reach half a million
households, meeting women. Vivel announced the campaign to reach out to women and
establish a personal bond with the brand. The initiative gives women an opportunity to
interact with the brand. To make every day special, consumers can experience Vivel’s range

. 17
of soaps and shampoos as part of a unique offer at an attractive price which is exclusive to
the “Palichunu Oru Matram” Home to Home campaign!
Source: http://www.indiainfoline.com/article/news-business/vivel-announces-palichunu-oru-matram-home-to-home-programme-
113101404639_1.html
PRIMARY RESEARCH – EVALUATION OF BRAND PERCEPTION AND PERSONALITY
A Primary research on Vivel Soap comprising of Questionnaire survey was conducted
by us to accomplish a deeper insight about the role of integrated marketing communication
in the evolution of brand Vivel. We have tried to study the perception of the brand Vivel and
its personality among the selected target consumers. We chose an apartment complex in
Thakurpukur (Genex Valley) and shoppers from a Shopping Center (More) for respondents.
We could collect 84 responses from Questionnaire Survey and were able to conduct detailed-
interviews with 4 people.
We have used Jennifer Aaker’s brand personality traits to study the Brand Image and
personality, where each brand is described by five traits each of which contains2 or 3
adjectives. The five personality traits are:
1. Sincerity (down-to-earth, honest, wholesome, cheerful)
2. Excitement (daring, spirited, imaginative, up-to-date)
3. Competence (reliable, intelligent, successful)
4. Sophistication (upper-class, charming)
5. Ruggedness (outdoorsy, tough)
BRAND IMAGE
Sincerity
23%
Excitement
12%
Competence
43%
Sophistication
15%
Ruggedness
7% Brand Image (Aaker Model)
Sincerity Excitement Competence Sophistication Ruggedness

. 18
Based on survey results, Vivel is identified to be a brand with competence may be
because of its quality ingredients and unique product formula which help in making the skin
beautiful and energetic at the same time healthy and nourished.
BRAND PERSONIFICATION
According to the analysis we did on ads and other PR, Vivel has gained a Young,
beautiful and aspirational personality for itself among the consumers which is vindicated by
our survey result in Figure 1. When 32% respondents associated Vivel to a Young beautiful
and aspiring person, about 26% finds it confident and independent. A significant number of
people (14%) find a progressiveness in Vivel which is something go along with a young and
aspiring personality. Hence, over the years, Vivel has succeeded in making itself appealing to
people who are young beautiful confident independent and progressive and those who
aspires to be like that.
POINT OF PURCHASE
Young, beautiful &
aspirational
32%
Energetic, lively
12%Seductive, sexy
1%
Progressive
14%
Confident,
independent
26%
Germ protection
10%
Motherly
love &
care
5%
Others
0%
Brand personification
Young, beautiful & aspirational Energetic, lively Seductive, sexy
Progressive Confident, independent Germ protection
Motherly love & care Others
Khirana store
18%
Neighbourhood
stores
25%
Supermarkets
46%
Shopping mall
11%
Others
0% Point of Purchase
Khirana store Neighbhood stores Supermarkets Shopping mall Others

. 19
Forty six percentage of the respondents buy soaps from Supermarkets, according to
our survey results shown in figure 3. We assume that the number of people buying soap from
neighborhood stores is lesser compared to supermarkets because of the fact that most of
our respondents belonged to a society of upper middle class people who generally make
planned purchases every month.
REASONS FOR CHOOSING VIVEL
As we already mentioned in the report, superior quality of Vivel soap and its
nourishing nature makes it suitable on most types of skin and hence a major factor which
influence consumers decision to buy Vivel. Also, the attractive colours in which the soap is
available in the markets, it fragrant smell and its value for money play a major role in making
it a consumer’s priority soap.
REASONS NOT TO CHOOSE VIVEL
Smell
16%
Colour
19%
Lather
6%
Long lasting
8%Protects skin
5%
Suits your skin
27%
Value for money
11%
other
8%
Reasons for choosingVivel
Smell Colour Lather Long lasting Protects skin Suits your skin Value for money other
Lack of awareness
17%
Lack of visibility
13%
Don’t like the product
8%
Others
62%
Reasons for not usingVivel Soap
Lack of awareness Lack of visibility Don’t like the product Others

. 20
The survey results shows that there is a huge percent of people giving out reasons not
in these categories (68%). Some of these answers were “I do have a fixed brand, which is not
Vivel”,”I don’t have any reason, and I haven’t tried it yet”. 17% people gives out reason of lack
of awareness despite the fact that, lots of ads are running are running in TVs. Lack of visibility
seems to be another factor which ITC may have to look up on.
RECOMMENDATIONS AND CONCLUSION
Our primary research results show us that the brand is high on competence with
reliability, success and intelligence. The brand is also perceived to be young, beautiful and
aspirational among the survey respondents. Though the target connect seems to be perfect,
there seems to a lack of clarity in terms of brands image and features. We have developed
the following Brand Prism with respect to the primary research and secondary research
performed on Ads and online reviews.
Vivel –Brand Identity prism as depicted in Advertisements
The synergy between Internal and external Brand expression needs to be balanced in
order to modify or improve the expected brand personality. More consistent campaigns in
TV, print and social media needs to be planned and executed around a central theme or
concept. The factor of visibility needs to be revisited in case of modern Retail as told to us by
certain shoppers. Vivel could also partner with Events and Experiential marketing options to
engage the consumers.

Vivel: Integrated Marketing Communication Report | IIMC | IMC

Vivel: Integrated Marketing Communication Report | IIMC | IMC

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