This document provides an analysis of various cooling oils, antiseptic creams, men's fairness creams, deodorants, balms and pain relief products sold by Emami Ltd. It includes market sizes, brand extensions, segmentation and positioning suggestions for each product category. Specifically, it recommends focusing on stress relief positioning for Navratna Cool Oil, targeting different age groups and climate conditions for Boroplus, launching grooming products for men's fairness cream, and introducing new formats like ointments and sprays for Zandu Balm to target various consumer segments.

1. basedPrice Segmentation
Masstige = Mass + Prestige Presented & Submitted by,
Group No. 01

2. Product Category Cooling
Oil
Antiseptic
Cream
Balms & Pain
Relief
Men’s Fairness
Cream
Men’s
Deodrant
Market Size- 2015
(In Crore)
₹ 752.00 ₹ 439.00 ₹ 737.00 ₹ 380.00 ₹ 1,587.00
Source: Emami Ltd Annual
Report. July 2015
Net Consolidated Revenue:
INR 2,217 Crore

3. Navratna Cool Oil
-Thanda Thanda Cool Cool..
Brand Extensions
 Navratna Extra Thanda Oil
 Navratna Cool Talc
Emami
SKUs
Price (Emami
Ltd)
Himgange
SKUs
Price (Himgange)
2.8 ml ₹ 1.00 2.8 ml ₹ 1.00
50 ml ₹ 35.00 50 ml ₹ 30.00
100 ml ₹ 65.00 100 ml ₹ 63.00
200 ml ₹ 115.00 200 ml ₹ 110.00
300 ml ₹ 150.00 - -
500 ml ₹ 240.00 500 ml ₹ 230.00
Product-Price
Competition
Analysis
Segmentation & Positioning
Suggestions Traditional therapeutic Cool Oil that
turned refreshingly modern,
addresses stress and headaches.
 Masses, especially young and middle
aged men who suffer from a day to
day stressful life.
 From Rural working class to now
Upwardly Mobile, Sachetization to
penetrate rural market.
 Packaging that addresses individual
needs rather than a family pack
 Focus on positioning it as a Stress
Reliever in Life-style consumer
product segment
 Product Bundling to boost sales of
Navratna Extra Thanda & Navratna
Cool Talc

4. Emami
SKUs
Price (Emami
Ltd)
Boroline
SKUs
Price (Boroline)
19 ml ₹ 25.00 20 gms ₹ 26.00
40 ml ₹ 35.00 40 gms ₹ 46.00
80 ml ₹ 85.00
Product-Price
Competition
Analysis
Segmentation & Positioning
Suggestions
Boroplus Antiseptic Cream
-Safed tika, taki sardi ki
nazaar na lage..
Brand Extensions
 Face-Wash
 Moisturising Body Lotion
 Prickly Heat Powder
 Herbal Skin Cream targeted at all
age groups for skin-care.
 Positioned as an antiseptic cream
and a protector from minor skin
diseases and harsh weather
conditions.
 Ideal against cuts, rashes & bruises
 Focus on smaller SKUs
 More innovative products in Skin-
Care segment
 Customised products to suit
different climate conditions
 Target on Youth, Sports-persons,
School going children

5. Fair and Handsome
-World’s No. 1 fairness
cream for men
Brand Extensions
 Face wash
Emami
SKUs
Price (Emami
Ltd)
Fair&Lovely
SKUs
Price (Fair&Lovely)
9 gms ₹ 10.00 9 gms ₹ 9.50
12 gms ₹ 12.00 20 gms ₹ 30.00
30 gms ₹ 60.00 25 gms ₹ 57.00
60 gms ₹ 120.00 50 gms ₹ 102.00
Product-Price
Competition
Analysis
Segmentation & Positioning
Suggestions
 Fairness Cream targeted at Urban
young Men from middle and upper
middle class.
 First mover’s advantage in Men’s
Fairness Cream segment
 Growing interest in personal
grooming amongst Indian men will
create a demand for more similar
products
 Focus on launching products that
addresses skin penetration, Oil &
sweat control and sun protection
 Frequent travellers & adventure
seeking segment

6. Zandu Balm
-Desh ka balm-Ek balm teen kaam
Brand Extensions
 Zandu Balm(Ultra Power)
 Zandu Gel Balm(Children)
Emami
SKUs
Price (Emami
Ltd)
Amrutanjan
SKUs
Price (Amrutanjan)
1 ml ₹ 2.00
4.5 ml ₹ 10.00
08 ml ₹ 28.00 09 gms ₹ 30.00
25 ml ₹ 80.00 30 gms ₹ 76.00
Product-Price
Competition
Analysis
Segmentation & Positioning
Suggestions
 Gives instant relief from Headache,
Cold & Body-pains
 Unique, trusted (for over 100 years)
formulation of ‘Pain Management’
balm focussed towards middle aged
and Old age population
 Growing sedentary lifestyle will create
more demand for such products.
 Focus upon targeting Housewives &
Children
 Introduce ointment, Spray & Gel
products in Pain Management category
 Avoid possible cannibalization with
Menthoplus