Summer Internship Report - Marico Kaya Enterprises Ltd

Summer Internship Report
2014-16
Retail Marketing, Visual Merchandising and Online Affiliation of Kaya Skin Clinics
Company: Marico Kaya Enterpises Ltd.
Submitted By:
Disha Bedi
PGDM Marketing Communications
Roll No. 14
Under the guidance of:
Corporate Guide Faculty Guide
Mr Kumar Saurabh Dr. Ramkishen.Y
Manager Professor
Marico Kaya Enterpises Ltd. KJ-SIMSR
K J Somaiya Institute of Management Studies & Research
July, 2015

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DECLARATION
I, Ms. Disha Bedi hereby declare that this project report is the record of authentic work
carried out by me during the period from 18th
May 2015 to 17th
July 2015 and has not been
submitted to any other University or Institute for the award of any degree / diploma etc.
Signature
Disha Bedi
PGDM Marketing Communications
Roll No. 14
July, 2015

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CERTIFICATE FROM INDUSTRY GUIDE
This is to certify that Ms. Disha Bedi, a student of the PGDM Marketing Communications,
has worked in our organization on a project assigned by us. To the best of our knowledge,
this report is a product of the student’s own effort on the project conducted under our
guidance and supervision.
Signature
Mr Kumar Saurabh
Manager, Retail Marketing and Visual Merchandising
Marico Kaya Enterprises Ltd.
Mumbai
July, 2015

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CERTIFICATE FROM FACULTY GUIDE
This is to certify that Ms. Disha Bedi, a student of the PGDM Marketing Communications,
has worked under my guidance and supervision. This Summer Project Report has the
requisite standard and to the best of our knowledge no part of it has been reproduced from
any other summer project, monograph, report or book.
Signature
Dr. Ramkishen
Professor
K J Somaiya Institute of Management Studies & Research
Mumbai
July, 2015

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ACKNOWLEDGEMENT
To begin with, I would like to express my gratitude to Marico Kaya Enterprises Limited, for
providing me with such a wonderful learning opportunity, and a platform to learn about the
working of the service and beauty industry in depth.
I would like to express my heartfelt gratitude to Mr. Kumar Saurabh (Manager, Retail
Marketing and Visual Merchandising, Kaya) who has been of immense help and has
supported me constantly throughout the duration of my project. His valuable guidance was
instrumental in the completion of the project. I would specially like to thank the entire Kaya
Marketing Team for the delightful workplace camaraderie and their eagerness to help in
any way possible.
I want to convey my sincere thanks to my faculty guide Dr. Ramkishen (Professor, KJ-SIMSR)
who had been guiding me throughout my project. He was there to help me out whenever
and wherever I needed.

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TABLE OF CONTENTS
S.No Title Page No.
i Declaration From The Student i
ii Certificate From Industry Guide ii
iii Certificate From Faculty Guide iii
iv Acknowledgement iv
v Table Of Contents v
vi List Of Figures vii
vii List Of Abbreviations viii
viii Executive Summary ix
1 INTRODUCTION 1
1.1 Background Of The Project 1
1.2 Statement Of The Problem 1
1.3 Need Of The Project 1
1.4 Scope Of The Project 2
1.5 Project Objectives 2
2 ABOUT THE INDUSTRY 3
2.1 Beauty Industry In India 3
2.2 History 4
2.3 Trends 4
2.4 Prospects 5
2.5 Competitive Landscape 5
3 ABOUT THE COMPANY 6
3.1 About Marico 6
3.2 About Kaya 7
3.3 Historical Development 8
3.4 Lines Of Business 8
4 DESCRIPTION OF THE PROJECT 9
4.1 Project 1: Evaluating Various Consumer Touch Points at Kaya Skin Clinics 9
4.1.1 Clinics Visited 9
4.1.2 Consumer Touch Points Evaluated 9
4.1.3 Study Of VM Material 10
4.1.4 Recommendations Regarding VM Material 10
4.2 Project 2: Evaluating Current Online Listings of Kaya Skin Clinics 11
4.2.1 Websites Under Consideration 11
4.2.2 Data Checked 12
4.2.3 Rectification And End Result 12
4.3 Project 3: Building Alliances With Online Consultation and Beauty Websites 13
4.3.1 Trending Online Consultation Websites 13
4.3.2 Status Of New Alliances 14
4.3.3 New Alliances Made 14
4.3.4 Websites In Pipeline 18
4.3.5 Websites Ruled Out 19

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TABLE OF CONTENTS
(Continued)
S.No Title Page No.
4.4 Project 4: Marketing Plan for Kaya Bridal Beauty Packages 20
4.4.1 Executive Summary 20
4.4.2 Goals And Objectives 21
4.4.3 Market Trends 21
4.4.4 Competitive Situation 21
4.4.5 SWOT Analysis 22
4.4.6 Segmentation And Targeting 23
4.4.7 Positioning 24
4.4.8 Promotion Platforms 25
4.4.9 Detailed Promotion Plan 26
5 CONCLUSION AND END RESULTS 44
5.1 Limitations And Constraints 44
5.2 Recommendations 44
5.3 Observations And Learnings 44
5.4 Future Scope Of The Project 45
6 REFERENCES 45

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LIST OF FIGURES
S.No Figure No. Title Page No.
1 2.1 KPMG Wellness Sector report, April 2015 4
2 3.1 Marico Product Mix 6
3 3.2 Worldwide Footprint of Kaya Skin Clinics 7
4 3.3 Kaya Lines of Business 8
5 4.1 Leading Online Consultation Websites 13
6 4.2 Kaya Bridal Beauty Packages 20

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LIST OF ABBREVIATIONS
S.No Abbreviation Full Form
1 MaKe Marico Kaya Enterprises Limited
2 KSC Kaya Skin Clinic
3 KSB Kaya Skin Bar
4 VM Visual Merchandising
5 BTL Below The Line

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EXECUTIVE SUMMARY
This report contains an overview of the project done at Marico Kaya Enterprises Ltd from
18th May to 17th
July 2015. The project was executed at Head Office of Marico Kaya
Enterprises Limited in Andheri East, Mumbai under the guidance of Mr Kumar Saurabh,
Manager, Retail Marketing and Visual Merchandising, Kaya.
The title of the project was “Retail Marketing, Visual Merchandising and Online Affiliation of
Kaya Skin Clinic.” The project consisted of four sub projects - Evaluating Various Consumer
Touch Points at Kaya Skin Clinics, Evaluating Current Online Listings of Kaya Skin Clinics,
Building Alliances with Online Consultation and Beauty Websites, and Building a BTL (Below
the Line) Marketing Plan for Kaya Bridal Beauty Packages.
The project gave a good overview of the service and beauty industry, visual merchandising
of a store, consumer touch points in a service business and need of being a part of digital
revolution happening in India. The project also helped build a lot of contacts inside and
outside of Kaya.

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1. INTRODUCTION
1.1 Background Of The Project
Whether young or old, man or woman, everybody wants to look their best. With time,
people are becoming more professional and looking flawless helps boost confidence. With
increasing incomes of people, people are ready to invest resources and time into looking
good. With the fast growing lives of people, Kaya captures the emergent need of looking
good naturally. Also, with the boom of Internet, every business aims to increase visibility
online to grow. Kaya also needs to be a part of this trend by getting listed on various online
platforms and hence increasing clinic footfalls.
1.2 Statement Of The Problem
The overall project consisted of Four Sub-Projects, as follows:
 Evaluating Various Consumer Touch Points at Kaya Skin Clinics
 Evaluating Current Online Listings of Kaya Skin Clinics
 Building Alliances With Online Consultation and Beauty Websites
 Building a BTL (Below the Line) Marketing Plan for Kaya Bridal Beauty Packages
1.3 Need Of The Project
Evaluating Consumer Touch Points at Kaya Skin Clinics:
The visual merchandising of a store needs to be welcoming and as per the personality of the
brand. All collateral and pamphlets needs to be innovative and informative.
Evaluating Current Online Listings of Kaya Skin Clinics:
All current listings on different websites need to be perfect. Wrong listings make a bad
impression on the customer. The listings should be descriptive enough to portray Kaya as a
Dermatology and Skin Care centre.
Building Alliances with Online Consultation and Beauty Websites:
The main aim behind this project is to be a part of the digital revolution happening in India.
A lot of new text and video consultation and beauty related websites are coming up and the
motive is to get listed on these websites to increase online visibility and hence clinic
footlfalls.

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Marketing Plan for Kaya Bridal Beauty Packages:
Kaya Bridal Beauty packages are a combination of beauty facials for the bride. The packages
will see a modification and re launch in the coming months. The need is to find the right
platforms to promote them.
1.4 Scope Of The Project
Evaluation needs to be done for Skin Clinics in Mumbai only. In Visual Merchandising,
facade, signage, product placement, collaterals, pamphlets, etc needs to be evaluated.
Clinic listings on Google Maps, Justdial, Sulekha, Practo, Ziffi and AskMe needs to be
evaluated for clinic and service details.
Alliances need to build with text and video consultation and beauty related websites in
India. Aim was to get Kaya Skin Clinics and services listed on the websites and doctor
registration on consultation websites to connect with patients online.
Kaya Bridal Beauty packages need to be promoted on online platforms such as wedding
planning and service provider websites, blogs and social media platforms, and on offline
platforms such as venues, wedding wear stores etc. The task was only to build the plan of
promotion which will be implemented later when the Bridal packages are re launched.
1.5 Project Objectives
 Understanding the Kaya Business
 Understand Visual Merchandising at the Clinics
 Recommendations on how consumer touch points can be enhanced
 Study of Collaterals
 Recommendations for new collaterals
 Make sure all listings are correct
 Make sure all clinics are listed on the websites
 Make sure correct service details mentioned

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 Increase online presence
 Increase clinic walk-ins
 Bring down target consumer group from 30+ to 22+
 Be a part of digital revolution happening in healthcare in India
 Promote Kaya Bridal Beauty Package online and offline
 Increase Awareness about Kaya Bridal Packages
 Win New Customers
2. ABOUT THE INDUSTRY
2.1 Beauty Industry In India
The country’s cosmetic sector has emerged as one of the markets holding immense growth
potential. In India, the beauty care market consists of salons, cosmetic treatment centres
and cosmetic products and is likely to become the main contributor to the growth of Indian
wellness industry.
Consumers are becoming more aspiration driven which has led to evolution of concept of
grooming and beauty for both male and female segment in order to enhance their
appearances. The cosmetology segment which is a new entrant to the beauty and wellness
industry has well integrated itself. Consumers are ready to pay a premium to treat
themselves with the cosmetology services.
Launch of new beauty services and products catering to consumers’ growing requirements
will fuel growth in the industry, for which the future outlook seems exceptionally bright.
A KPMG Wellness Sector report released in April 2015 projected that the size of India's
beauty and wellness market would nearly double to Rs 80,370 crore by 2017/18 from Rs
41,224 crore in 2012/13. (See Figure No. 2.1) Business is so good that it has caught the
attention of private equity firms.

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Figure No. 2.1 - KPMG Wellness Sector report, April 2015
2.2 History
The beauty services consumption in India has been increasing exponentially since last
couple of years. According to a latest research report, the Indian beauty market registered
impressive sales, and with rising purchasing power and growing fashion consciousness, the
industry is has expanded at an annual growth rate of around 20% during 2013-2015.
The wellness industry in India is poised to touch Rs 80,000 crore by 2017 from about Rs
400,000 crore in 2012. The size of the beauty care industry is estimated at Rs 29,000 crore in
2012 estimate, while fitness and slimming market was estimated at Rs 60,000 crore in 2012.
About 48% of the market is dominated by beauty services of which a major section is
cosmetology and dermatology related.
2.3 Trends
The overall Beauty Business in India is growing phenomenally with the cosmetics market
growing at 20% annually. The retail beauty and cosmetics market in India currently
estimated at USD 950 million is pegged at USD 2.68 billion by the year 2020. Indian
cosmetics industry holds promising growth prospects for both existing and new players. The
forecast for beauty industry is pegged at a per capita annual spend of USD 1.2 which is
expected to grow to USD 6.2 by 2016.

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Women contribute to over 85% of the Salon industry revenue, while men’s hair is the next
wave set to hit the Indian Salon Industry. Over the last five years the growth figures are:
 Cosmetic Products - 60%
 Salons - 35%
 Cosmetic Treatments - 5%
2.4 Prospects
It is noticed that women are spending more on cosmetics as they are actively earning and
spending money on grooming themselves. There is growing spending power among the
country's large section of women, thanks to the increasing number of ladies entering the
corporate workforce every year. On an average working women in tend to spend 35% or
more of their income on themselves.
The market which was earlier women centric has started concentrating on male grooming
and is coming up with large numbers of unisex salons. The rising beauty concerns among
both men and women are propelling the Indian cosmetics industry, which has witnessed a
strong growth in the last few years.
Rising affluence of middleclass segment has upgraded their consumption lifestyle and
increased their willingness to buy beauty products and services. Beauty service providers
have started expanding to Tier II and Tier III cities as these markets provide similar potential
as their metro counterparts.
2.5 Competitive Landscape
The beauty industry’s capacity to innovate allows it to remain vibrant, responsible,
competitive and a major contributor to a healthy economy. Today, the cosmetics market is
global and highly competitive. Success depends on research, development and innovation
that will deliver formulations to satisfy ever-changing and increasingly sophisticated
consumer demands.
To remain competitive, manufacturers must innovate constantly to discover new
ingredients, utilise existing ingredients in new applications, and continue creating products.
Consumers benefit from intense competition through greater choice and efficacy.
Advertising, promotion, merchandising and packaging, and the timing of new product and
service introductions and line extensions have a significant impact on consumers’ buying
decisions and, as a result, net sales. There is also a need of constant up gradation of
products and services and integration of technology to remain productive in the business.

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These factors, as well as demographic trends, economic conditions and discount pricing
strategies by competitors, could result in increased competition and could impact net sales
and profitability.
3. ABOUT THE COMPANY
3.1 About Marico
Marico Limited is one of India's leading consumer products companies operating in the
beauty and wellness space. Currently present in 25 countries across emerging markets of
Asia and Africa, Marico has nurtured multiple brands in the categories of hair care, skin care,
health foods, male grooming, and fabric care.
Marico's India business markets household brands such as Parachute Advanced, Saffola, Hair
& Care, Nihar, Mediker, Revive, Manjal, SetWet, Zatak and Livon among others that add
value to the life of 1 in every 3 Indians (See Figure No. 3.1). The International business offers
unique brands such as Parachute, Hair Code, Fiancee, Caivil, Hercules, BlackChic, Code 10,
Ingwe, X-Men, L'Ovite and Thuan Phat that are localized to fulfil the lifestyle needs of our
international consumers.
Figure No. 3.1 – Marico Product Mix
During Financial Year 2013 - 2014, the company generated a turnover of Rs. 47 billion.
Marico entered the service business in 2002 though Kaya Skin Clinics.

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3.2 About Kaya
Marico Kaya Enterprises Limited (MaKE) was incorporated on January 19, 2013 as a wholly
owned subsidiary of Marico Limited. In October 2013, MaKE Ltd. demerged from Marico
Limited and is now a separate company. MaKE owns the specialized skin care business of
Kaya Ltd. (erstwhile a subsidiary of Marico Limited)
After realizing an emerging need among consumers to keep their skin healthy & beautiful;
first Kaya Skin Clinic was launched in December 2002, out of a vision to positively transform
the lives of consumers through a holistic and customized skincare solutions backed by latest
technology. Currently Kaya operates primarily in two formats viz. Skin Clinics and Skin Bars.
Kaya delivers specialized skin care solutions in India and overseas through its range of Kaya
Skin Clinics. Kaya has expanded to 100 clinics that are spread across 26 cities in India. Kaya
also has 18 clinics in the Middle East (See Figure No. 3.2). Kaya Skin Clinic, India has over
600,000 satisfied customers. All the services & products offered at Kaya are designed and
supervised by a team of over 160 dermatologists and carried out by certified beauty
therapists who undergo comprehensive training programs.
Figure No. 3.2 – Worldwide Footprint of Kaya Skin Clinics

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3.3 Histoical Development
2002 - Prototype of Kaya Skin Clinic was launched. The first 6 Kaya Skin Clinics launched in
Mumbai and New Delhi
2004 - First footprint of Kaya Skin Clinic in Middle East. Launched the first clinic in Dubai.
2008 - Presented Certificate of Excellence in recognition of Customer Service to Kaya Ltd.
2010 - Kaya Ltd. receives Master Brand Status by Chief Marketing Officer (CMO) Council.
2013 - Kaya Ltd. launched the first Kaya Skin Bar, a new product-forward retail concept in
Bangalore in January, 2013.
2015 - Awarded the “Aesthetics Chain of the Year - 2015” by Indian Salon & Wellness
Awards.
3.4 Lines Of Business
Marico Kaya Enterpises Ltd operates primarily in two formats viz. Skin Clinics and
Skin Bars. It also sells skin and health care products though an e-commerce website.
(See Figure No. 3.3)
Figure No. 3.3 – Kaya Lines of Business
Today, Kaya Skin Clinics are at the forefront of offering cutting-edge, world class services in
the areas of Anti-Aging, Pigmentation, Acne/Acne Scar reduction, Laser Permanent Hair
Reduction, etc. along with regular beauty enhancement services.
Kaya Skin Bar houses over 50 specialized Kaya products ranging from skin care needs to
specific skin concerns like acne, sensitive skin, pigmentation, aging, fairness, hair, etc.
Marico Kaya
Enterpises Ltd
(MaKE)
Kaya Skin
Clinics
Kaya Skin
Bars
Retail Outlets
Kiosks
Shop-in-shopsE-Commerce

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4. DESCRIPTION OF THE PROJECT
4.1 PROJECT 1 :
Evaluating Various Consumer Touch Points at Kaya Skin Clinics
The task was to visit four Kaya Skin Clinics in Mumbai as a mystery shopper and evaluate
various consumer touch points as a marketer’s perspective. The end result was a report of
consumer touch points for each clinic and recommendations to improve those. The project
also included studying the collaterals and pamphlets at the clinics, checking sufficiency of
such VM material at each clinic, recommendations regarding improving the current VM
material and recommendations for new VM material that can be included.
4.1.1 Clinics Visited
a. Kaya Skin Clinic, Kalaghoda :
Ground Floor, Oricon House, 14, K. Dubash Marg, Kalaghoda
b. Kaya Skin Clinic, Bandra :
Link Corner Building, 1st floor, Plot No. 231, TPS – III, Main Link Road, Bandra (W)
c. Kaya Skin Clinic, Hiranandani Powai :
Unit No. G4, Ground Floor, Trans ocean House, Hiranandani Business Park, Powai
d. Kaya Skin Clinic, Chembur :
Shop No. B1 And B2, Ground Floor, Harware Parekh Chembers, Ghatla Road, Chembur
4.1.2 Consumer Touch Points Evaluated
Following 12 Consumer Touch Points were evaluated for each clinic visited:

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4.1.3 Study Of VM Material
Following points were evaluated for the VM Material:
 Language and Ease of understanding the VM Material
 Quality of VM Material
 Quality of paper used and prints
 Brightness and attractiveness of colours
 Shape and Attractiveness of VM Material
 Type of images used
 Information on VM Material
 Sufficiency of VM material
 Any new VM material that can be included
4.1.4 Recommendations Regarding VM Material
After the study of VM Material, following was the recommendation made:
 Innovative designs can be included for the collateral like, Cut outs, collateral in shape
of Kaya Logo etc.
 Prices, offers, number of sessions, duration of each service should be included in
each collateral.
 Collateral for Q switch, Soprano and NdYaG can also be included along with
Thermage collateral. Thermage collateral are already present at the clinics.
Thermage, Q switch, Soprano and NdYaG are the popular technologies used at Kaya
clinics. Most customers are well aware of these technologies used.
Location and Use
of Landmarks
Navigation using
Google maps
Signage Visibility Facade
Reception
Experience
Interaction with
Staff
Waiting time
handling
Interaction with
Dermatologist
Communication of
Details and Offers
Placement of VM
Material
Sufficiency of VM
Material
Product shelf
placement

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 Collateral for Bridal package can be included to increase awareness about the same.
 There should be separate collateral dedicated to Services for Men. Kaya is mostly
perceived as a woman’s brand. Such collateral dedicated for men would increase
awareness about the services men can get done at the clinics.
 A separate collateral for Hair care treatments and products. Most customers are
unaware of the fact that Kaya provides hair care treatment also.
 Collateral about Kaya Skin Bars should be included as KSB’s are new to the country
and current Kaya customers should be well aware about them to increase product
sales among existing customers.
4.2 PROJECT 2 :
Evaluating Current Online Listings of Kaya Skin Clinics
Kaya Skin Clinics are currently listed on a few websites. Clinic details and service details have
been included with all listings. A lot of listings do not have correct addresses and contact
numbers. Wrong details might leave a bad impression on the prospect customers. Such
wrong details need correction. Most listings portray Kaya not as a dermatology,
cosmetology or skin care centre but as beauty parlours. Such descriptions need
modification. Correct details about Kaya and all its services need to be mentioned on the
websites. Also, a few clinics are not currently listed on the websites, such clinics needs to be
identified and listed.
4.2.1 Websites Under Consideration
Following are the six websites on which the listings were checked:

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4.2.2 Data Checked
Following data was checked for all the listings:
4.2.3 Rectification and End Result
For Ziffi:
• Missing Listings and Listing Rectification Details sent to Ziffi corporate alliance
partner.
• All Listings have already been rectified.
• Details and Pricing of Beauty Facials added to all listings.
• Ziffi is starting Listing for Pune soon. Details of Pune Clinics sent.

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For GoogleMaps, JustDial, Sulekha, Practo, AskMe:
• Missing Listings and Listing Rectification report generated.
• Report forwarded to the Kaya IT team for direct rectification on these websites.
4.3 PROJECT 3 :
Building Alliances With Online Consultation and Beauty Websites
There is a major digital revolution happening in healthcare in India and Kaya wants to be a
part of it. A lot of online consultation websites have come through which doctors can
connect online with patients and consult over text, lice chat, phone, email or video chat.
The plan is to get Kaya clinics and services on such websites and have a team of Kaya
dermatologists who will be consulting with patients online and recommending Kaya
services. This would ultimately increase clinic footfalls. Also listings need to be made on
beauty related websites to promote Kaya Beauty Facials.
My task here was to directly connect with the founders or senior managers of such
websites, built online alliances with them and get Kaya clinics and Kaya dermatologists listed
on such websites. During my Internship with Kaya, I was the single point of contact from
Kaya for these websites.
4.3.1 Trending Online Consultation Websites
Numerous online consultation websites have come up in the recent years. However
following are the leaders in online consultation business (See Figure No. 4.1). The data has
been directly collected from the founders or senior managers of these websites.
Figure No. 4.1 – Leading Online Consultation Websites

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4.3.2 Status Of New Alliances
4.3.3 New Alliances Made
ONLINE CONSULTATION WEBSITES:
iCliniq.com
• Traffic per Month: 1,19,200
• Online Consultation over Video, Phone, Text
• Has Mobile Application
BookMyConsult.com
• Traffic per Month: 9,100
• Online Consultation over Video, Phone, Text, eMail
• Book clinic appointment
Listings Done
on 5 New
Websites
5 Details Sent
to 6 New
Websites For
Listing
6 4 Websites
On Hold For
Further
Discussions
4
11 Websites
in Pipeline
11 5 Websites
Ruled Out
5

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DoctorsCabin.com
• Online Consultation over Video, Phone, Text
Jeevom.com
• Online Consultation over Video, Online Audio, Email, Text
• Medicine Delivery
DocMeet.in
• Online Consultation over Video, Phone, Text, eMail
BEAUTY WEBSITES:
VBooky.com
• Find and book salons

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Beaupal.com
 Traffic per Month: 1,81,400
 Salon Listing
Twss.in
 Traffic per Month: 21,400
 Book service online
BookMeIn.in
 Book service online
MOBILE APPLICATION FOR LIFESTYLE NEEDS:
Zapstir
 500 Downloads
 Clinic Listings

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Perkkx
 Perks and benefits exclusively for the employees of leading corporates
ONLINE CONSULTATION WEBSITES ON HOLD FOR
FURTHER DISCUSSION:
Lybrate.com
 Online Consultation over Text and Live Chat
 Book clinic appointment
 Has Android Application
eVaidya.com
 Online Consultation over Video, Phone, Text, eMail
 Book clinic appointment
 DigiClinic - Virtual consultation Kiosk in KSB

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iClinicCare.com
 Online Consultation over Video, Phone, Text, eMail
 Monthly Health Camps in Corporates
 Has Android Application
MyDermacy.com
 Specializes in Dermatology, Skin and Hair
 Online Consultation over Text
4.3.4 Websites In Pipeline
Following 11 websites are still in pipeline and need further discussion:

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4.3.5 Websites Ruled Out
MyLifeCare.com:
They have paused new listings due to modification work going on, on their website.
MedicalSecondOpinion.com:
It is a portal only for doctors, not clinics. Not useful to promote Kaya as a brand.
DoctorKePass.com:
Video consultation doesn’t work efficiently.
MeraDoctor.com:
They have internal doctors to handle queries and do not correlate with other brands.

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OnlineSkinSpecialist.com:
Only two doctors handle all queries.
4.4 PROJECT 4 :
Marketing Plan for Kaya Bridal Beauty Packages
The task was to build a Below the Line (BTL) and 180 degree Marketing Plan for Kaya Bridal
Beauty Packages to promote it to the niche market over online and offline platforms.
4.4.1 Executive Summary
Kaya Bridal Skin Rituals is a mix of efficacious, deep-rooted and pampering skin care
practices that bring out the excellence in the Bride’s skin that makes her inside out stand
out. There are different packages for different Skin types and different Effect Durations (See
Figure No. 4.2). There are different plans for the bride, the groom as well as the bride’s
mother and friends. The plan is to interact with the Groom or Bride when they are thinking
of getting married.
Figure No. 4.2 – Kaya Bridal Beauty Packages

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4.4.2 Goals And Objectives
 Increase Awareness about Kaya Bridal Packages
 Promote Kaya Bridal Beauty Package online and offline
 Win New Customers
 Make More Revenue from Bridal Packages
4.4.3 Market Trends
 More attention to Personal Beauty
 People are spending more Money on Weddings
 Brides want to Look Perfect on their Wedding Day
 Increase in Number of Working women
 Men are paying More Attention to Skin Care
 Increase in number of Make Up and Skin Salons
4.4.4 Competitive Situation
 Skin Care Clinics like VLCC
 Franchised Salons like Enrich, Lakme
 Independent Salons

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4.4.5 SWOT Analysis
Strength
*Rich ingredients used
*Positive Results
*Well trained employees
*Flexible packages
*Brand Kaya
Weakness
*High Priced
*Less awareness about
Bridal packages
Opportunities
*More beauty conscious
*Brides want to look
perfect on wedding
*People willing to spend
more money
Threats
*Competitors – Skin Care
Clinics like VLCC, Franchised
Salons, Independent Salons
*MAKE UP

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4.4.6 Segmentation and Targeting
GEOGRAPHIC SEGMENTATION:
DEMOGRAPHIC SEGMENTATION:

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PSYCHOGRAPHIC TARGETING:
4.4.7 Positioning
The Bridal Beauty Packages can be positioned using the following three points:

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4.4.8 Promotion Platforms
Following are the Online Platforms over which the Bridal Beauty Packages can be
promoted:
Data collated for Online Platforms: Business Name, Business Description, Website/URL,
Popularity, Contact Information and Price Estimate.
Following are the Offline Platforms over which the Bridal Beauty Packages can be
promoted:
Data collated for Offline Platforms: Business Name, Business Description, City
Website/URL, Contact Information, and Price Estimate
Wedding Blogs
and Websites
Beauty Websites Fashion Blogs
Matrimony
Websites
Etailers
Honeymoon
Travel Packages
Facebook Pages Twitter Pages
Instagam Pages Pinterest Pinners
Youtube
Channels
Referral
Discounts
Wedding
Magazines
Bridal Make Up
Salons
Wedding Venues Trousseau Stores
Jewellery stores
Wedding
Planners
Caterers
Tent House and
Decorators
Wedding
Photographers
Invitation Card
Dealers
Wedding Cake
Bakery
Bridal Shows and
Expos
Wedding Malls Television Shows

26
4.4.9 Detailed Promotion Plan

43
FOR THE GROOM
Because Promotion Platforms for Men are Different

44
5. CONCLUSION AND END RESULTS
5.1 Limitations and Constraints
 For evaluation of consumer touch points, study could only be done for four clinics in
Mumbai city only.
 Rectification of listings on websites could not be checked personally due to time
constraint.
 Contact could not be established with a few prospect online consultation websites
due to unavailability of the concerned person.
 Online booking of Kaya Skin clinics could not be made directly through consultation
and beauty websites due to centralized clinic booking system of Kaya.
 The Marketing Plan for Bridal Beauty packages could not be implemented during the
internship duration due to re launch of the Bridal packages in the coming months.
5.2 Overall Recommendations
 Enhancement of Consumer touch points for the clinics visited.
 New VM Material and collaterals that can be introduced.
 Changes required in previous online listings of Kaya Skin Clinics.
 New online consultation and beauty websites on which Kaya Skin Clinics can be listed
to increase business.
 Online and Offline platforms with which tie ups can be made to promote Kaya Bridal
Beauty Packages.
5.3 Observations and Learnings
 Understanding the Kaya business.
 Visual Merchandising of a store.
 Various consumer touch points in the service business.
 New contacts in online consultation and beauty website business.
 Creating a Below the Line marketing plan.
 Selecting online and offline promotion platforms for niche markets.

45
5.4 Future Scope Of The Project
 Evaluation of consumer touch points of all Kaya Skin Clinics in India.
 Design and release of new collaterals recommended.
 Checking the listings rectified on Google Maps, Justdial, Sulekha, Practo, Ziffi and
AskMe.
 Checking the new listings made on newly affiliated websites.
 Follow up with online consultation and beauty websites in pipeline.
 Establishing contacts with promotion platforms for Bridal Beauty Packages.
 Actual implementation of marketing plan for Bridal Beauty Packages.
6. REFERENCES
 www.maricokaya.com
 www.kayaclinic.com
 www.google.com
 en.wikipedia.org
 www.alexa.com
 www.trafficestimate.com
 www.weddingplz.com
 www.matrimonydirectory.com
 www.indianweddingsite.com
 www.shaadisimplified.com

Summer Internship Report - Marico Kaya Enterprises Ltd

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