Ayurjyoti is an Indian FMCG company focused on herbal products with headquarters in Kolkata. They are launching Bonito, a new fairness cream along with a lotion and shampoo. Bonito aims to redefine fairness with a multi-vitamin herbal formula that protects against hyperpigmentation, dark circles, and UV rays while providing skin lightening and anti-aging benefits. Ayurjyoti analyzes the large and growing Indian fairness cream market and develops marketing strategies around affordable pricing, promotions, and wide distribution to target young consumers in both urban and rural areas.

1. BONITO
FAIRNESS REDEFINED
A PRODUCT BY
AYURJYOTI

2. Presented By : Group-4
• Kousik Ganguly
• V. Arun Kumar
• Shikha Burman
• Rajdeep Dasgupta
• Md. Irfan
• Avichal Kumar
• Abhijeet Karar
• Mahuya Bhattacharjee

3. AYURJYOTI
India’s one of the developing FMCG company
Mainly focuses on Herbal Products
Headquartered In Kolkata
 The Company was established in 2010
 Premier product – Shampoo, Tooth Paste
 launch Bonito [mainly Fairness cream along with
Lotion and Shampoo]
The Company employs around 6000 employees,
including 1500 managers

5. VISION
“To be recognized across the country as the
essence of true Ayurveda”
Ayurjyoti continues to advance the use of Ayurvedic practices
around the world, establishing an international community of
therapists, doctors, education, hoteliers and retreat providers to give
our clients the best wellbeing experience, Ayurjyoti seeks
partnerships and investment to expand their mission of empowering
individuals to transform their lifestyle and future health.

6. MISSION
“Adding Value to life by making both Men and
Women look good, Feel good and get more out
of life”
We are committed to enhancing positivity and wellbeing in
individuals, the environment and the global community.

8. UNIQUE SELLING POINT [USP]
• Anti aging
• SPF (suits all types of skin)
• Fairness in 4 weeks
• Unisex
• Product is 100% herbal
• Protection from Hyper pigmentation & dark circles, acne

9. SITUATION
ANALYSIS

10. SWOT ANALYSIS
Strength:
a) Cream and available in 3 forms
b) Protection from rashes and blackheads
c) Anti-aging and having SPF factor
d) Herbal Product having no side effect
Weakness:
a) Zero Market Share
b) Limited Capital and high distribution cost.
Opportunities:
a) Continued expansion for online sale
b) Development of wholesale distribution relationship.
Threat:
a) Increase in price of ingredients increases the overall cost.
b) Competitors can offer similar product quickly.

11. Porter’s Five Force Model
CompetitorsSuppliers Buyer
Substitute
New Entrance

12. MARKETING
STRATEGY

13. Fairness Cream Market In India:
• Fairness Creams have a huge market in India, both urban and
rural.
• In India, the sector had registered 23% growth in 2010.
• Surprisingly India leads the market followed by Saudi Arabia.
• The market for Men’s fairness products is valued at Rs. 30
million, and constitutes 35% of the market.
Factors to be considered:
• It is said that one is fair or dark is dependent more on genetic rather
than environmental causes.
• Yet, people all over the world are preoccupied with the color of their
skins.
• Indian males take an average of 20 minutes in front of mirror to groom
themselves compared with Indian females who take an average of 18
minutes in front of mirror every morning.
• Various surveys were conducted which showed that 25-30% customers
of fairness creams were men.

14. MARKETING STRATEGY
• Product:
Brand
Range
Size
Warranty
Design
Features
• Price:
List price
Discount
Payment period
• Promotion:
Sales promotion
Advertising
Public relation
• Place:
Location
Transport
Coverage

15. PRODUCT STRATEGY
• It redefines the routes to fairness with a multi-vitamin herbal
fairness nourishment formula
• Protection of Hyper pigmentation & dark circles
• Combined goodness of Turmeric which protects from UV rays
and sandalwood oil which provides coolness
• Citrus Reticulata (orange flavor) clears spots and brightens
skin tone
• Rosa Centifolia (Persian Rose) lightens the skin color

16. PRICING STRATEGY
• Different sizes- even affordable small size pouches
• The price for the products range from Rs. 5 to Rs. 100
• Low Price strategy is being followed.
• Pricing objective reflects desire for survival and
maintaining major share in the market
• Affordability for the product determined by:
• The income of consumer
• Price of the product and service

17. PROMOTION STRATEGY
• Price discount or price-off deal
• Price pack deals
• Bonus pack and Branded pack
• Refunds and rebates
• Coupon

18. DISTRIBUTION STRATEGY
MANUFACTURE
DISTRIBUTOR
RETAILER
CUSTOMER/CONSUME
R

19. MARKET
SEGMENTATION

20. Segmenting on the basis of :
DEMOGRAPHY :
• Young women & men aged 18-35
• The lower income group also are a significant target market for
Ayurjyoti
GEOGRAPHIC :
• Greater tendency to use fairness creams in India due harsh
climate conditions

21. PSYCHOGRAHIC FIELD
To look
attractive
Else not
looking good
Men/Women
are attracted
It affects our
confidence
PRICE &
CONFIDENCE
LOW SELF
ESTEEM
Why there is a need for fair ?

22. Behavioral Segmentation
NATURAL AND HERBAL BASED PRODUCT :
• Introduction of herbal, traditional ayurvedic and mineral in
cosmetics.
• Positioning changed from a rather traditional and old-
fashioned platform to modern healthy practice.
• Leading to greater social acceptance and higher sales
through the year.
For example – HUL led sun care sales in 2010 ,
HUL accounted for over 41% value sales in
2010.

23. Consumer Buying Habits
• VARIETY SEEKING BUYING BEHAVIOR:
• Low consumer involvement but significant perceived
brand differences.
“The individual likes to shop around and experiment
with different product.”
• Consumers are affected by advertisement, coloring and
packaging

24. POSITIONING
• It aims to maintain millions of young customers trust
• Positioned itself as the cream that one’s dreams and desires
• It is not only a fairness cream it also has medicinal properties

25. Financial Projections

26. THANK YOU