This is a project created by students pursuing Masters of Arts in Entertainment, Media and Advertising in KC College, Mumbai under the guidance of Professor Mr Chetan Dubey. This project had being declared as the best project amongst 8 teams .

1. The CLAYRVOYANCE Team
Aditi Deshpande
Aishwarya Gandhe
Khushali Valia
Medha Sharma
Rohit Bhati
Sherry Chen
Investor Pitch
Presentation
April 7th, 2018
Soil.Love.Care

2. Our mission:
Our deepest purpose is to support the health, wellbeing and healing of people through nature.
Product Category:
Health and wellness
Product offerings:
Skin care, body care and kitchen utensils.
Business Goal: To increase the usage of CLAYRVOYANCE products
Business objective: To increase sales
CLAYRVOYANCE is a health and wellness brand, providing natural solutions using clay/soil as a
core ingredient.
ABOUT

3. Product Concept Testing Survey - Clayrvoyance
Primary data
First reaction to the product How Innovative is the product
Survey conducted by Clayrvoyance Team

4. Secondary data
Source - Euro Monitor International
Economic times- Indians prefer natural organic and Persian personal care - Sept 30, 2016

5. ”I need something organic and nature friendly for my skin”
“I need a healthy, nature friendly alternative to cook”
Benefits
Nature-friendly skincare products made of soil that rejuvenates skin.
Skin care products - Non-toxic, chemical free and eco-friendly
Clay Utensils – Makes food healthier and tastier
Reasons to believe
Variants of Soil used by our brand is good for health.
Supported by Honey Bee Network, The National Innovation Foundation (NIF), sristi.org and Make in
india.
Consumer Insight with changing consumer lifestyles I want something that keeps me healthy on the inside and
need gap

6. pest analysis
POLITICAL
TECHNOLOGICAL
ECONOMICAL
SOCIAL
Strict guidelines for nature-friendly product offerings
Changing FDA guidelines
Regulations surrounding nature friendly products
Government initiatives and schemes for startups
(make in India)
Ban on plastics
Growth rate of sector – 17%
GST on “Care Of The Skin”
HSN code 3304 – 28%
GST on HSN Code 69120040 - Clay Articles – 0%
Conscious effort to translate its growing economic
clout into 'soft power’
Rapidly growing urbanisation and disposable income
Indians prefer using products that are ‘natural’,
‘organic’,’botanical’, free from some harsh chemical,
and even ‘religious compliance’ for their healthcare
and well being
Natural ingredients in skin care is a legacy in India
Consumers seeking natural, untouched, unmade-up
look from their beauty care products
Consumers shifting to ‘green’ choices
“National Project on Management of Soil Health
& Fertility” to promote soil test for improving soil
health and its productivity
Location specific bio-engineering measures and
R&D to use soil effectively
Introduction of digital soil testing technology
under the soil health scheme

7. COMPETITIVE LANDSCAPE ANALYSIS

8. Segmentation,Target market and positioning
Age group : 20 – 60
Gender : Male and Female,
Location : Urban areas
Social class : A3, B1, B2
Behaviour : People who are health conscious, also people who refrain from using chemical free
products, eco – friendly and nature products
Positioning : CLAYRVOYANCE is a moderately priced product which targets people who have
an active lifestyle, health conscious and are looking for a better well being

9. SWOT ANALYSIS
Strengths
Natural and made of soil
Eco-Friendly
Moderately price
Variable available to suit all skin types
Weakness
Utensils are breakable
Perception to soil
Cluttered skin care category
No retail store
No other distribution channel online
Opportunities
Growing industry of Organic products in India
Diversify in different categories keeping soil as
a core ingredient
Increase in no. health conscious people
Increase in no. of people choosing eco-friendly
product
Threats
Local Potters
Established international players
Increasing raw material cost
Product duplication by competitors
Shifts in consumer taste away from the
business products

10. Category Background & strategy
Growth Rate of India Natural & Organic Personal and Beauty Care Products Market -
CAGR of 17.27%
Sales of skin care are set to grow at a CAGR of 5% at constant 2016 prices reaching
INR134.5 billion in 2021
The nascent men’s personal care and grooming market is just 8% of the overall $10 billion
(Rs.61,000 crore) personal care market in India
Women are more worried about reactions from skin care products which is driving them to
adapt to the category
Pricing strategy- We have moderately priced our product . but after a year we are planning
to increase price by 10%
Entry strategy- Tying up with distributor like Amazon , Flipkart and Nykaa

11. Business model and Revenue model
Revenue Model
• Direct Model
Skincare - 25% profits Utensils:15%
• Subscription for beauty gift products
1 month : Rs 1499/-
3 months: Rs 3599/-
6 months: Rs 5999/-
• Revenue from sponsorship of site section with startups
Fixed fee and 5% commission

12. Product brief
Background- CLAYRVOYANCE is an e-commerce website that offers a range of products in the
health and wellness category made of soil/clay as it’s core ingredient.
Communication objectives
people need to have a favourable feeling towards skincare product made of soil
They need to be informed about the benefits of soil
Target Audience 20 - 60
Execution plan - Using social media (Facebook, Instagram) and SEO to increase traction to the
website
Marketing deliverable - e-mail copy, Instagram caption copy, newsletter copy.
Mandatories - please mention “no animals were harmed or used for testing
Purposes”

13. Online Promotional strategy
• Organic promotion
• Social media promotion
• On page SEO
• Off page SEO
• Email Marketing
• Paid Promotion
• Google Adwords (CPM model- Display Advertising)
• Facebook and instagram ads
• Influencer Marketing strategy
• Online gifts vouchers

14. Social media strategy
Company page on Facebook, Instagram, Twitter , LinkedIn and Youtube
Hashtags:#Slaywithclay #Enrichingwellbeing #Summerskincare
• Campaign 1: Get Healthy lifestyle by using clay
Concept: Creating awareness about clay product
Platform use: Facebook, Instagram, Twitter, Youtube
• Campaign 2: Hydrating skin, Rejuvenating skin, Detaining skin and Healthy cooking
Concept: Skincare and health care in summer
Platform use :Facebook, Instagram, LinkedIn and Youtube
• Using Facebook filters, gifs, animated videos, contest and giveaways

15. • Capital requirements:Rs 75 lakhs
• Production,Warehousing and logistics purpose - 50 lakhs
• Marketing and promotional activities - 25 lakhs
• Milestone - To earn a revenue of 20 lakhs in 18 months
• Timeline - 18 months of runaway should be a sufficient time to hit a milestone
funding and milestone

16. Reference
• www.statistica.com
• www.euromonitorinternational.com
• Research Gate
• Mintel reports
• Make in India