Group 3 marketing planning & implentation. Presentation made by students of Marketing Communications of Northpoint centre of learning.

2. MARKETING PLAN FOR
DELICARE
STRETCH MARK REMOVAL LOTION
By:
Ankita Goel
Bhavya Garg
Manika Tekriwal
Mitesh Thacker
Rahul Bhosekar
Saloni Mehta
Urvashi Dogra

3. Our Belief
Vision
“To create a world where beauty is a source of self
confidence”
Mission
“Herbal Wellness a way of defining natural beauty to
people”

4. Our Philosophy
“We are committed to provide eco-chic beauty
by using essential oils, vitamins and plant
extracts. It’s not just about what is in our
powerful formulae, it’s about what’s not in them
that sets us apart. We offer natural products
and believe in embracing the inner and
enhancing the outer beauty.”

5. Business Objective In
Consumer Language
Market Definition
We help you
discover and
enhance your
natural beauty
Product
Personal
Care
Product
Definition
We make
Herbal
products

6. Company Profile
Inception of
“HERBAL
TREE”: Jan
2014,
Headquartered
in Mumbai
Setting up
manufacturing
plant in Gujarat
Introducing
Herbal Stretch
mark removal
lotion
“DELICARE” for
pregnant ladies.
Launching by
the end of
2014
Planning to
extend our
product line
by next 6
months.

7. Organization Structure
CEO
Sales Marketing
Product Manager
Brand Manager
Communications
Managing
Director

8. Market Profile
• Drivers leading to increase in demand for skin care products
are:
• Rising awareness and beauty consciousness
• Increase in income
• Increase in standard of living

9. Our competitors
Competing in the
same segment as
Delicare:
• Biotique- bio
cocoa butter
• Lotus- cocoa
caress
• VLCC- body
shape up
Competing in other
segments:
• Bio-oil
• Palmer’s oil
• Body shop
• Guinot
• Mederma
Competing with
substitute
products:
• Moisturizer(for eg:
Nivea, Vaseline)
• Massage oils
• Home Remedies

10. Segmentation and
Targeting
● Segments:
● Pregnant women
● Teenagers
● Athletes and body builders
● Obese
● Our present target group:
Pregnant women

11. Pen Portrait

12. Loving
someone
deeply before
you even meet
them.

13. Checks her
baby bump in
the mirror every
morning

14. Morning sickness
that lasts. All.
Damn. Day.
Nausea due
to smell

15. Willing the worst
pain of your life to
come. SOON.

16. Even the
commercials
make you cry.
Mood
swings

17. Sleeping in a
fortress of pillows.

18. Product Profile
• Odourless
• Cooling effect
• Quick
absorption
• Removes stretch
mark
• Skin enhancement
• Tightening of skin
• anti-itch
• non-greasy
• moisturization
• A herbal lotion• Removes Stretch
Marks
Core
Benefit
Basic
Product
Augment
ed benefit
Expected
benefit

19. Product
• Product Form: Lotion
• Product Colour : Light green
• Product Composition:
• Aloe vera: healing and rejuvenating
• Lavender oil: elasticity of skin, moisturizing and glow
• Neem: removes itchiness and dryness
• Sandalwood : cooling effect and enhances elasticity
• Chamomile: quick absorption (hydrating agent)
• The product is made odourless by a process called deodourization which is the last
step in the manufacturing process.
• Product Variants:
• Pre Natal : Odourless
• Post Natal : infused with fragrances
• Lavender
• Rose

20. Packaging of the
product
Ingredients: Aloe Vera, neem,
lavender oil, sandalwood,
chamomile, tulsi, mandarin, alfa
alfa, yashtimadhu oil
Usage: Twice a day
Net volume:100 ml
MRP: Rs.250
MFD: August’14
Use Before: 24 months
Reverse side of the bottle

21. Prospective Product Mix
Personal
Care
Skincare
Body
Lotions
Moisturiz
er
Removal
Creams
Sunscree
ns
Anti
wrinkle
Creams
Face
packs
Haircare
Shampo
os
Conditio
ners
Serums
Hair Gel
Cosmetic
s
Kajal
Foundati
on
Lip
Balms
Ittar
Grooming
Equipments
Razors
Manicure
Kits
Baby
Products
Baby
Food
Gripe
water
Baby
Care
Baby
Lotion
Baby
Powder
Baby
Shampo
o
Healthca
re
Digestive
s
Herbal
Antacids
Food
Products
Beverage
s
Juices
Energy
Drink
Green
Tea
Honey
Organic
Foodgrains
Wholeso
me
Snack
Digestive
Biscuits
Culinary
Herbs
Thyme
Parsley
Oregano

22. Forward Integration
Forward
Integration
Salons &
Spas
Retail Outlets
Branded
Stores
Pharmacy
Stores
Wellness
centres
Yoga Centres
Naturopathy
Recreational
Centres
Training
Institutes
Beauty expert
training
Culinary
Training
Naturopathy
training
Ayurvedic
Hospitals

23. Backward Integration
Farming
Organic
Herbs
Horticulture

24. Pricing
Our strategy is Competitive pricing
Product Price (per 100 ml) Minimum Packs
Available
Lotus Rs. 75 300 ml – Rs.225
Biotique Rs. 327 55 ml – Rs.180
VLCC Rs. 425 100 ml – Rs.425
Delicare Rs.200-Rs.300 100 ml

25. Promotion
● Trust Factor: Targeting gynaecologist for promoting our products.
● Increasing visibility in gynaecologist clinics and maternity wards by:
● Posters
● Stationary
● Rubber Stamp: gynaecologist stamping the pregnant women’s belly
with our brand seal.
● Baby book for memories
● Visibility in medical stores by point of purchase display.
● Targeting expecting parents through pathological labs by placing
our advertisements in their reports via email.

26. • Placing advertisements in
pregnant women blogs using
Google Adwords
• Placing video advertisements on
Youtube
• Placing Advertisement of our
product on apps.
Advertisements
Social Media

27. Print Media
Nature’s way to pamper you
Placing advertisements in
women magazines like
Femina, Grihshobha.

28. Distributionacturer
butor
iler
permarket
emist store
ail Stores
Mom & Me
Consumers
Year 1: Targeting 8 Megametros
Year 2 : Expanding to Metros
Online Retailing

29. Summary
● Herbal Tree is entering the market with our first
product i.e. the stretch mark removal lotion:
“Delicare”
● Our primary consumers are the pregnant women in
pre-natal and post-natal phase
● We follow Competitive Pricing Strategy and our
product will be priced in between Rs.200-300
● Positioning the product as a unique formula which is
odourless and has a cooling effect

30. ● Promotion for the Product will be done by different
Marketing Communications
● Distribution in the beginning will be via distributors
and retailers in megametros and metros
● We plan to launch other products like moisturizers,
etc, in the next 6 months
● In the long run, we will start our own branded retail
outlets

31. THANK YOU!!