BRAND

PROPOSAL
MEDIMIX
Submitted By
Brand Mangers
#Jatin Agarwal (2013123)
#Lakshay Sahdev (2013139)
#Meet Sabarwal (2013149)
#Mohit Chaudhary (2013156)
#Mrigang Saurabh Dwivedi(2013158)
#Navya Mukhi (2013162)

INTRODUCTION
Company: Cholayil group founded by Dr. V. P. Sidhan, Chennai
Incorporated in: 1969
Category: Soaps, Hand wash, Face wash
Sector: FMCG
85 paise at the time of launch

PRODUCTS
Medimix classic soap
Medimix sandal soap
Medimix tranparent soap
Medimix deep hydration soap
Medimix ayurvedic soap
Medimix glowing skin soap
Medimix ayurvedic face wash
Medimix herbal handwash
Medimix clear glycerine natural toning soap
Medimix oil balance bar

COMPETITORS
CUSTOMERS
Household Customers
Institutional Customers

Household Customers
Institutional Customers

CATEGORIES OF BRAND
NON-STARTERS
LAGGARDS
STARS
PROMISING
MEDIMIX- STARS

WHAT IS MEDIMIX
Logo:

Tagline: ABSOLUTE REJUVENATION
Positioning: Herbal Product
Theme: Kudrat Ka Sparsh
USP: 18 Herbal Ingredients
Perception: Medicinal Soap
Concentration: Southern India
MEDIMIX AS A BRAND
Second largest Ayurvedic soap brand in the country
Presence in more than 50 countries
Unique combination of 18 herbs
Offers effective protection against pimples, rashes, prickly heat, body odour and other such
skin problems
Only soap brand which reveals all the name of its ingredients in the packaging
Brand was targeted mainly at SEC BC segment
Maintained a low profile image in the market
Spends less on adverts

CHANGES OVER TIME IN MEDIMIX
LOGO
THEME:
ENTITY
CATEGORY
SACHCHAI AUR SURAKSHA KUDRAT KA SPARSH










South-based National
Herbal Soap Beauty Soap
WRONG BRAND EXTENSION
Cough syrup
Coconut oil
WHAT OTHER THINGS WENT WRONG
Sales promotions
Packaging
Competitor coming up with
same positioning- JEEVA
Wrong communication
strategy
ANALYSIS
One of the few brands that had positioned itself as a herbal soap when the market was full
of synthetic soaps
Brand needs to look into the advertising strategy of these products and position them
properly
Package design shapes consumer perceptions and can be the determining factor in point-
of-purchase decisions
Medimix was marketed heavily in south India
Brand fell into the trap of sales promotion driving the sales
Advantage of higher pricing power didnt use it properly
People only looked at it as a medicinal solution to their skin problems
Communication was limited in regional languages
Celebrity blunders
LETS BUILD OUR BRAND FURTHER

BRAND/LINE EXTENSIONS
Skin Cream
Moisturiser
Wet tissues
New variants in soap

Moisturiser Skin Cream Wet Tissues New variants in
Soaps
Price
Premium (in
Rs.)
110 90 30 30-40
PRICING
Note: Prices will vary according to sizes
SKIN CREAM
COMPETITORS- Only Fair
and lovely Ayurvedic
Cream and Vicco Turmeric
Leaders and pioneers in
Ayurvedic and herbal
products
SUCCESS
MOISTURISER
No other major herbal
brand
Can successfully
peneterate the market
WET TISSUES
CAN EASILY ENTER INTO YOUTHS MIND
INCREASE THE REACH OF PRODUCT
Special tie-ups can be done with big shopping marts like big bazaar for a
better shelf presence
Distribution channels and distributors should be increased in other regions
of India, especially in north
Focus towards tier 1 cities also
COMMUNICATION
Online Marketing
TVC is required on all the national channels
Focus more on the product than the situation
Focus on complete family
Website has to be updated with all the new products and the latest offers
Social networking websites
Avoid placing of our product with our competitors
BREAK THE IMAGE
Penetrate the upscale market as well that is the
upper middle class
Housewives to youth
BRAND ASSOCIATIONS
Organise or be a part of some beauty contests as a sponsor
=
Image from only being a medicinal soap changes to a beauty soap so as to
reach younger generation

TIMELINE AND INVESTMENT PLAN


Time line for Implementation

Investment Plan for
Implementation
November, 2014 Releases new TV commercials with on
all national channels.
Starts Promotional events in different
beauty shows and beauty contests

Make sure the advertisements are
present in all the regions of India

5 crore INR for the new TVC
1 Crore INR for all promotional
activities.
50 lakhs INR Website upgradation
and Social marketing
January, 2015 Start aggressive promotional
campaigns (to convert brand recall
into purchase) in urban areas.

5 crore INR for the TVC
2 crore INR for promotional events
in urban residential areas covering
4 big cities.
March, 2015 Tie up with Big Bazaar and other super
stores and ensure the brand visibility
on the shelf .
1 Crore for increasing distributors
May, 2015-September, 2015 Make sure the breath of awareness is
maintained throughout
3 crore INR for the TVC

EXPECTED OUTCOMES
Moisturiser Skin Cream Wet
Tissues
New
variants in
Soaps
Market
Share (in
%)
10 6 12 15
Top Line: Predicted to increase by 10% in 6 months of initiating the
campaign.

IN FUTURE.
Invest in R&D to innovate products with distinct USP
Launch new line extensions with a new value proposition with every extension.
Launch new flavours in soap category
Change the packaging for every extension, showcasing yours is a dynamic brand,
tapping on the current needs of the customer
Tie up with more institutional buyers
Other extensions are also possible like moving into health supplements sector


HAPPY SALES