digital Human resource management presentation.pdf
Integrated marketing communication plan- New Product
1. Advertisement & sales Promotion
Integrated Marketing Communications Plan
Presented by Xavier Prakash in
JBIMS 2007-2010
2. Market review
The market size for fairness cream in India is estimated
to be Rs.950 crore.
The market growth rate ranges between 30 % on a year-to-
year basis.
The leading players in the market includes Hindustan
Lever Ltd., (HLL's) 'Fair & Lovely' with 76 percent of the
market share and Cavin Kare's 'Fairerer' with 15 percent
of the market share.
Godrej's 'Fairglow', Emami's 'Fair and Handsome', Vicco
and Himalaya share the rest of the market share.
It has been estimated that males constitute 20 percent
of the total sales for fairness creams in India.
3. Reivax Smart Review
A fair complexion has always been associated with success
and popularity. Men and women alike desire fairness, it is
believed to be the key to a successful life. Well for women
the market is loaded with fairness cream but for men there
are few fairness creams.
Reivax is a pioneer in Health care products manufacturing
Cosmetic products with the turnover of 100CR
Product launch Budget 5CR
5 power fairness system for men
Strong Peptide Complex
Sunguard
Anti-Bacterial
Stress buster
Herbocool
4. Market Review
Factor influencing the mens Cream market
As fashion trends and lifestyles change,
The attitudes and conceptions about human beauty
Today fairness is not a word mentioned only in the
matrimonial advertisements
The society believe that being fair is being beautiful
and handsome.
5. Competitor Analysis
Market Share
Fair & Lovely by HLL- 56%
Fairever by Cavin Kare-15%
Fairglow by Godrej-5%
Fair & Handsome by Emami-4%
Others-20%
6. Problem Statement for
Research
To measure the Perception, Attitude and
purchasing Preference for mens Fairness
cream
16. Marketing Objective
To acquire 10 % share in 3 Years
10 Crores in First Year
15 Cr in second Year
20 Cr in third Year
17. IMC PLAN
Media objectives Who?
Men in the age group of 15-40
Urban & Rural population
Comfortable personal income
Educated
18. Media objectives
What?
The requirement is to create a high
impact. Huge spends across media will be
made to have the desired impact, which
will reflect in the performance of the
brand. Here impact will be traded for
efficiency to achieve the desired result.
20. Media objectives
Where?,How?
Above the Line
Television
Cable TV’s
Radio
Newspaper
Below the Line
Shows in malls
Hoardings
Banners
21. Budget
Above the Line
50lacs
Below the line
15 Lacs
22. Media Strategy
Target Market Strategy
Use TV during News & Sports intervals
Use Cable during movies
23. Media Strategy
Market Coverage/Timing
Mumbai city
9-10pm for TV
Radio commercials Morning 9-11am
Newspaper in Hindustan Times
26. Key point Summary
As Reivax is a new entrant in the fairness cream
market, we have the need to change the
perception of the consumer to buy and try the
new product, and hence the quality and the price
should be lower than the existing brands.
The Strategy the Reivax should adapt:
Pricing should be lower than the competition
Product Bundling
Easy availability
Sponsorship to college festivals
Focus on Cologne masculine fragrance
Advertisement should have maximum reach.