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Case Study  Fem Care Pharma Year 2001
Fem Care Pharma <ul><li>Sector:   FMCG </li></ul><ul><li>What was Fem… </li></ul><ul><ul><li>Mumbai based marketer of Beau...
<ul><li>PR Agency Identified </li></ul><ul><ul><li>Under utilized brand potential </li></ul></ul><ul><li>Reasons </li></ul...
PR Strategy <ul><li>Three pronged ~ Brands/ Corporate/   People </li></ul><ul><li>Emphasis on BTL activities & events  </l...
Sample Media Coverage
Publication: Economic Times-Brand Equity  Date: 2 May 2001 Edition: Mumbai   Page: 3
Publication: Business Standard  Date: 17 September  2001 Edition: Mumbai Page: 9
Fem Women Achiever’s Show A unique Annual fashion event featuring 35 celebrity women achievers from every walk of life Cel...
Publication: Bombay Times  Date: 17 April 2001 Edition: Mumbai Page: 1
Publication: India Today  Date: 7 May 2001 Edition: All India Page: 62
Result <ul><li>Regular coverage on flagship products such as Fem Liquid soap &  </li></ul><ul><li>Fem Hair Removing Cream ...
Aftermath
Aftermath With consistent PR since 2001 by 2007/8 the Company was approached for merger And eventually
Aftermath Dabur India Ltd acquired 72% stake of Fem Care pharma in 2008   Dabur India Ltd bought 72% stake of Fem Care Pha...
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Presentation Fem Care Pharma

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Transcript of "Presentation Fem Care Pharma"

  1. 1. Case Study Fem Care Pharma Year 2001
  2. 2. Fem Care Pharma <ul><li>Sector: FMCG </li></ul><ul><li>What was Fem… </li></ul><ul><ul><li>Mumbai based marketer of Beauty & Healthcare products </li></ul></ul><ul><ul><li>Products / Brands known in India since 1982 </li></ul></ul><ul><ul><li>It had a market reputation of introducing innovative as well as new product concepts since its inception. - However, Fem products became very niche and sectoral due </li></ul></ul><ul><ul><li>to lack of adequate advertising and promotional budgets and </li></ul></ul><ul><ul><li>the Brands failed to receive desired visibilities. </li></ul></ul>
  3. 3. <ul><li>PR Agency Identified </li></ul><ul><ul><li>Under utilized brand potential </li></ul></ul><ul><li>Reasons </li></ul><ul><ul><li>Lack of adequate advertising budget to match the same </li></ul></ul><ul><ul><li>noise decibel level as that of MNC promoted Brands </li></ul></ul><ul><ul><li>Perceived to be a small family run enterprise </li></ul></ul><ul><ul><li>No structured & professional approach towards </li></ul></ul><ul><ul><li>communications </li></ul></ul><ul><li>Communications Need </li></ul><ul><ul><li>Building the brands in cost effective manner </li></ul></ul><ul><ul><li>Social and corporate image building </li></ul></ul>
  4. 4. PR Strategy <ul><li>Three pronged ~ Brands/ Corporate/ People </li></ul><ul><li>Emphasis on BTL activities & events </li></ul><ul><li>Product press releases </li></ul><ul><li>Corporate image building through media articles on growth, future </li></ul><ul><li>plans </li></ul><ul><li>Social image building with events such as ~ Fem Women Achiever’s </li></ul><ul><li>Show in aid of Cancer Patients </li></ul><ul><li>Iconization ~ profiling of top mgt. </li></ul>
  5. 5. Sample Media Coverage
  6. 6. Publication: Economic Times-Brand Equity Date: 2 May 2001 Edition: Mumbai Page: 3
  7. 7. Publication: Business Standard Date: 17 September 2001 Edition: Mumbai Page: 9
  8. 8. Fem Women Achiever’s Show A unique Annual fashion event featuring 35 celebrity women achievers from every walk of life Celebration of women’s achievements by a brand closely linked with Indian women Organized by Fem Care Pharma in aid of Cancer Patients Aid Association Designs by Shaina NC, Directed by Hemant Trivedi
  9. 9. Publication: Bombay Times Date: 17 April 2001 Edition: Mumbai Page: 1
  10. 10. Publication: India Today Date: 7 May 2001 Edition: All India Page: 62
  11. 11. Result <ul><li>Regular coverage on flagship products such as Fem Liquid soap & </li></ul><ul><li>Fem Hair Removing Cream generating sales pull </li></ul><ul><li>Coverage on corporate profile generated leading publications </li></ul><ul><li>including Economic Times, Brand Equity, A&M etc </li></ul><ul><li>Immense visibility was created through Fem Women Achiever’s Show - Covered by all leading publications and electronic media - Brand enhancement due to an association with women achievers </li></ul><ul><li>Perceptional shift ~ From a small domestic player to a leading player </li></ul><ul><li>competing with large MNC players. </li></ul>
  12. 12. Aftermath
  13. 13. Aftermath With consistent PR since 2001 by 2007/8 the Company was approached for merger And eventually
  14. 14. Aftermath Dabur India Ltd acquired 72% stake of Fem Care pharma in 2008 Dabur India Ltd bought 72% stake of Fem Care Pharma for Rs 203 crore in an all-cash deal. Dabur made this deal to enter skin-care market in India. Dabur has bought Fem Care's Pharma and beauty care brands. “ Anand Burman, Chairman of Dabur India said acquisition of Fem Care Pharma is in line with the company strategy to aggressively expand its scale of operations and strengthen its presence in FMCG space. This transaction would give Dabur an entry into high-growth skin care market with an established brand name Fem.”
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