The document presents an integrated marketing communications plan for Reivax, a new entrant in the men's fairness cream market in India. It summarizes the market size and share of existing players. The plan targets men aged 15-40 years from urban and rural areas. The objectives are to acquire 10% market share over 3 years. The communication strategy uses above and below the line advertising on TV, radio, newspapers, and outdoors. Promotional activities include product bundling, shows in malls, and SMS campaigns. The key is to change consumer perception and position Reivax as a quality product at a lower price than competitors.

1. Advertisement & sales Promotion
Integrated Marketing Communications Plan
Presented by Xavier Prakash in
JBIMS 2007-2010

2. Market review
 The market size for fairness cream in India is estimated
to be Rs.950 crore.
 The market growth rate ranges between 30 % on a year-to-
year basis.
 The leading players in the market includes Hindustan
Lever Ltd., (HLL's) 'Fair & Lovely' with 76 percent of the
market share and Cavin Kare's 'Fairerer' with 15 percent
of the market share.
 Godrej's 'Fairglow', Emami's 'Fair and Handsome', Vicco
and Himalaya share the rest of the market share.
 It has been estimated that males constitute 20 percent
of the total sales for fairness creams in India.

3. Reivax Smart Review
 A fair complexion has always been associated with success
and popularity. Men and women alike desire fairness, it is
believed to be the key to a successful life. Well for women
the market is loaded with fairness cream but for men there
are few fairness creams.
 Reivax is a pioneer in Health care products manufacturing
Cosmetic products with the turnover of 100CR
 Product launch Budget 5CR
5 power fairness system for men
Strong Peptide Complex
Sunguard
Anti-Bacterial
Stress buster
Herbocool

4. Market Review
Factor influencing the mens Cream market
 As fashion trends and lifestyles change,
 The attitudes and conceptions about human beauty
 Today fairness is not a word mentioned only in the
matrimonial advertisements
 The society believe that being fair is being beautiful
and handsome.

5. Competitor Analysis
Market Share
 Fair & Lovely by HLL- 56%
 Fairever by Cavin Kare-15%
 Fairglow by Godrej-5%
 Fair & Handsome by Emami-4%
 Others-20%

6. Problem Statement for
Research
 To measure the Perception, Attitude and
purchasing Preference for mens Fairness
cream

7. Cluster Analysis

8. Agglomeration Schedule

9. Dendogram

10. Final Clusters

11. Perceptual Mapping

12. Differentiation
 Men’s Fairness Cream with Masculine
Cologne Fragrance

13. Segmentation
 Demographics
 Gender (Male/Female)
 Age Group 15 – 40 Yrs

14. Targeting
 Age Group of 15-40yrs
 Educated and employed Adult

15. Positioning
Reivax Smart for Smart Men

16. Marketing Objective
 To acquire 10 % share in 3 Years
 10 Crores in First Year
 15 Cr in second Year
 20 Cr in third Year

17. IMC PLAN
Media objectives Who?
 Men in the age group of 15-40
 Urban & Rural population
 Comfortable personal income
 Educated

18. Media objectives
What?
 The requirement is to create a high
impact. Huge spends across media will be
made to have the desired impact, which
will reflect in the performance of the
brand. Here impact will be traded for
efficiency to achieve the desired result.

19. Media objectives
When?
 During Summer
 March - August

20. Media objectives
Where?,How?
 Above the Line
 Television
 Cable TV’s
 Radio
 Newspaper
 Below the Line
 Shows in malls
 Hoardings
 Banners

21. Budget
 Above the Line
 50lacs
 Below the line
 15 Lacs

22. Media Strategy
Target Market Strategy
 Use TV during News & Sports intervals
 Use Cable during movies

23. Media Strategy
Market Coverage/Timing
 Mumbai city
 9-10pm for TV
 Radio commercials Morning 9-11am
 Newspaper in Hindustan Times

24. Creative Plan
Slogan
 Reivax Smart for smart Men

25. IMC
Sales Promotion
 Product Bundling
 Supermax Shaving Kit
 Business Magazines
 Shows in Malls
 SMS
 Outdoor advt
 Packaging

26. Key point Summary
 As Reivax is a new entrant in the fairness cream
market, we have the need to change the
perception of the consumer to buy and try the
new product, and hence the quality and the price
should be lower than the existing brands.
The Strategy the Reivax should adapt:
 Pricing should be lower than the competition
 Product Bundling
 Easy availability
 Sponsorship to college festivals
 Focus on Cologne masculine fragrance
 Advertisement should have maximum reach.