This document summarizes the key details of a marketing plan for expanding the Vivel face wash brand. It proposes launching two new face wash products - one for removing blackheads and one with SPF for removing dark spots and protecting from the sun. It recommends introducing smaller 20ml SKU packs for convenience. The growth roadmap outlines launching the new products over three phases spanning 2 years, expanding distribution channels, and implementing pre-launch promotion and sampling strategies to generate trial of the new variants.

1. TEAM: DAILY MAAR-CUTTING IIM KOZHIKODE
2012
CAMPUS 1st RUNNERS-Up
Arnab Guha Mallik Ashutosh Vikram Mahesh Koppad V Aishwarya
arnabgm15@iimk.ac.in ashutoshv15@iimk.ac.in maheshk15@iimk.ac.in vaishwarya15@iimk.ac.in
Ph: 8943994677 Ph:9745212105 8943455233 8943935666

2. Face Wash Industry
Industry growth : Value (61% YoY) and Volume (46% YoY) Indian Face Wash Market (~1000 Crores)
Highly fragmented market with intense competition
HUL L'oreal Himalaya Others
Rising middle class income and increasing consumer
spending on personal care boosting face wash market
Low penetration and customers are willing to experiment
19%
with MNC brands. 44%
Innovation and differentiation is the key to success
19%
Category % of value growth (2009/10)
18%
Facial Cleansers 21.6
Facial Cleansing Wipes 0
Source: Nielsen’s June audit report 2010
Facial Moisturisers 17.7
Aggregate disposable income by annual icome bracket, 1 trillion rupees
Source : Mckinsey Global Institute research
Globals - 1,000,000 INR , Strivers – 5,00,000 – 1,000,000 INR Forecasted growth:
Seekers - 2,00,000 – 4,99,999 INR, Aspirers – 90,000 – 1,99,999 INR Premium and Super premium segment s are expected to grow
Deprived - < 90,000 INR higher than mass segment

3. Vivel Brand Perception and Brand Characteristics
PHYSICAL FACETS
PERSONALITY
Providing Total
Vivel face wash current offerings: Vivel brand characteristics: Young, Beautiful
care, nourishment, protection
•Vivel Active Essentials •Youthful and moisturization
and Aspirational
•Vivel Active Essentials 3 in 1 + Scrub •Vibrant to women
•Vivel Active Fair Mild Exfoliating •Beautiful CULTURE
face wash •Aspiration RELATIONSHIP
Beauty, Innovation,
Vivel is a real
•Confidence companion who helps
differentiation,
women take care of
BRAND IDENTITY PRISM relevant and expertise
their skin in everyday
life
The anxiety-efficacy perceptual map
REFLECTION SELF IMAGE
Vivel is an affordable I feel
expert who understands youthful, confident
my daily needs with and vibrant
simplicity
ANXIETY-EFFICACY MODEL
•Efficacy indicates the effectiveness of a particular
brand of facewash and anxiety represents the
consumer’s need to find a solution to a particular
problem.
•All 3 variants of Vivel are mapped along with its
competitors.
•High Anxiety and High Efficacy indicates need for
immediate and highly efficient solution.
•The key needs, product needs and product bias are
also shown in the map

4. Competitor Analysis- Face wash
Himalaya Drug
Parent Co. Johnson & Johnson HUL L'Oréal HUL
Company
Target Young girls/women Women Women Teens/girls
Audience Teenagers
(18-28) 19-24 21-26 years 16-26
50ml 20 ml 50ml 50gm 50gm 50gm
SKU & Pricing
Rs 38 Rs 20 Rs 60 Rs 57 Rs 60 Rs. 45
For teens who are
restores balance by Removes
Positioning/Str 100% soap free; deep aware of herbal
Teen skincare expert removing any excess dirt, impurities , oil
ategy cleans without drying products & their
of sebum that clogs skin
importance
Beauty comes from Make a real
Appeals to self Ignites inflammable Purity of nature
being difference to
Brand confident women needs of a woman (quality of product)
confident, comfortabl women's skin and the
Character who seek to improve need for head turning and promise of good
e and secure in your way they live their
her appearance attention, and details health(benefit)
own skin. lives.
POND'S perfect matte
Line extension MORNING BURST® Garnier Pure gentle exfoliating
Oil Control Cleansing Lakme fruit blast series
Facial Cleanser Exfoliating Face Wash daily face wash
Foam
POND'S daily face
Deep Action Cream wash Garnier Light Face Lakme for oily skin clarina anti acne face
Cleanser Active Cleansing Wash matteffect face wash wash gel
System

5. Trends from Primary Research (Consumer Survey) Types of skin Gives overall skin care
Sensitive Complementary to fairness cream
 75% respondents in the age group 20-25yrs 5%
Alternative to soap
 78% seek multiple benefits from a face wash. NEEDS
Combina Boutique products
Normal
Top of the mind Brand Recall tion
37% Value for money
24%
30%
25% established brand
20%
15% Oily Dry targets a specific problem
10% 25% 9%
5% suits my skin type
0%
0% 10% 20% 30% 40% 50% 60% 70%
USAGE PATTERN
helps in removing make up 74%
improving skin complexion 69%
 Almost 67% respondents said that they will prefer a face wash that
acts as a moisturizing agent 70%
removes either blackhead or dark spots or both due to high exposure to sun
removing excess oil 81%
The main needs for use of face wash were: 1. Easy to use= 61%, overall skin
removing blackheads 54% LOW USAGE
care= 39%, targets a specific problem= 28% prevents acne & pimples 72%
Usage patterns: Prevents dark spots 57%
• Easy to use, provides freshness, leaves the skin visibly clear, removes oil leaves the skin visibly clear 83%
• Current usage pattern of face wash for removal of dark spots and pleasant to use (freshness) 83%
blackheads are low suitable for everyday use 86%
Functional benefits sought in a Face Wash 0% 20% 40% 60% 80% 100%
Acne and pimple remover 83%
The 3 highest functional
Oil removal & Deep cleansing 88%
benefits according to
primary research
Mositurizing properties 78%
INSIGHTS
Blackheads removal 81%
•From the segments circled in red, we notice the opportunity in
skin whitening 70% the blackheads segment and removal of dark spots or anti tan.
66%
•The usage for removing blackheads is just 57% but 81% desired
anti ageing % wrinkle lift
by the same set. As captured from the survey, 67% of the users
removing dead cells 74% want the blackhead removal feature or dark spots removal
feature
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% •Another insight is the increase in want for “Overall Skin Care’
and the face wash suiting the skin type of the user

6. FACTORS FOR ASSOCIATING WITH A BRAND
Hoardings 54%
Word of Mouth 68%
Market leader 67%
Sales point 51%
Purchase Expert guidance offered 70%
Radio 40%
58%
influencers Trust 74%
Newspaper
Internet 69% Brand relevance 73%
TV 73% Brand confidence 71%
Magazine 57% 66%
Premium brand
0% 10% 20% 30% 40% 50% 60% 70% 80%
60% 62% 64% 66% 68% 70% 72% 74% 76%
High Involvement first time purchase 74% said that they want a brand that they can trust for themselves
- Involvement depends on the connect with the brand and the meeting as well as near ones. 71% said they prefer a brand that understand
of perceived needs with the benefits provided them and gives them confidence.
- TVC have a high impact on brand awareness and recall, High usage of INSIGHTS: The brand needs to have a connect with the consumers
internet opens up an opportunity for extensive use of the internet for so that their level of involvement with the brand increases. This will
promotional activities get translated to positive word of mouth promotion for the brand
Points Of Parity UNMET NEEDS IN FACE WASH
Main features of face wash
Features consumers
would like to have
Doesn't remove make up 50%
Removes excess oil from the skin 85%
Prevents Acne or pimples 78% Unavailable in smaller SKUs 73%
Cleanses Skin 93%
No Suncare 71%
Soap Free 96%
Doesn't remove Dark spots 67%
Nourishes Skin 65%
Doesn't Remove Blackheads 81%
Does not make skin dry 80%
We found out the Points of Parity & Difference of Vivel with the other POD Current offering: mild scrub+ effective cleansing
brands and also the unmet needs in the face wash segment.
3 distinct opportunities : 1) Blackhead removal, 2) dark spot removal INSIGHTS for new offering: cater to the unmet needs in a
in face wash with SPF and finally 3) smaller SKUs for convenience of phasewise manner, a face wash which offers multiple benefits, focus
travel on building brand involvement with the end consumer

7. Emerging Opportunities
based on primary and secondary research
Vivel Face Wash Rationale:
•Limited number of products in the market which
position themselves as blackheads and dark spots
Dark spots and Anti-ageing and remover. Hence need to enter immediately
Blackheads •Anti-ageing is a growing segment but the customer
Anti-tanning Wrinkle lift
segment (30+ yrs) is not inclined with Vivel’s existing
Entry youthful and vibrant image.
High High Medium
Priority:
Positioning for Blackheads:
New products Proposed:
Vivel Blackhead removing Facewash with honey and
Blackheads aloe vera removes blackheads, helps you feel more
• Name: Vivel Blackhead removing Face wash confident and youthful by keeping your skin smooth
• Properties: Removes blackheads , deep cleanses pores to remove and flawless
oil, makes skin glow and keeps skin moisturized
• Value proposition: ‘A gentle face wash with honey extracts and Aloe Vera Positioning for Dark spots and anti-tanning:
juice that removes blackheads and deep cleanses pores to remove excess oil Sun no longer a problem!! Vivel Sunprotect
thereby enhancing skin and keeps it hydrated’ Facewash removes dark spots, lightens your skin
• Natural ingredients: Honey extracts and Aloe Vera Juice making you more confident about going out during
• Future variants: Olive and almond extracts the day
Rationale: Present day women want to move
out, have fun but they don’t want to be stuck
Dark spots and Anti-tanning
indoors out of fear of getting tanned and having
• Name: Vivel Sunprotect Face wash dark spots
• Properties: Dark spots removal, protects from the sun, skin lightening and
Anti-tan
Why Blackhead removing Face Wash when 3 in 1 scrub
• Value proposition: ‘ A uniquely designed face wash with SPF50 PA++ already present ?
technology along with cucumber and lemon grass extracts which reduces
dark spots and tanning. Soothes sun-exposed skin’. 3 in 1 scrub face wash is ineffective in removing
• Natural Ingredient: Cucumber and lemon grass extracts blackheads and makes the skin dry
• Future variants: Rose water extract. Source: After conducting 2 depth interviews of females
using 3 in1 Face wash +Scrub and reading several blogs
where women write reviews about the product

8. GROWTH ROADMAP
Phase I (0-3 months) Phase I (3-9 months) Phase I (9-24months)
PRODUCT: For all 3 products launch PRODUCT: Launch of 2 new products •Will cater for all kinds of skin problems &
smaller 20ml SKU pack, Change in • Blackhead Removal face wash provide overall skin care
packaging • Sun Protect face wash Total skin care products like anti-ageing
PRICE: PRICE: face wash, anti-wrinkle face wash
• Rs. 60-65 for 50ml SKU • Rs. 60-65 for 50ml SKU •Vivel defines every beautiful
• Rs. 12-14 for 20ml SKU • Rs. 12-14 for 20ml SKU confident, aspirational women.
PLACE: Metro, Tier I & II PLACE: Same •Reaching out to women of all ages from
Modern Trade, Grocery PROMOTION: teens, to high anxiety adults in twenties to
PROMOTION: Customer Engagement • Pre-Launch: Test Samples + Combo, In- women above 30s
Program store promotion
• Post-Launch: Customer Engagement
Problem
Reason for Smaller SKU: Why change the existing package?
Through primary research we found out that 73% would The existing package focused only on the
prefer to have a smaller SKU of the face wash. functional benefits in a crude way. We suggest
Working women would find it easier to carry it to their that the packaging caters to both functional and
emotional benefits
office.
Also serves as a travel pack, convenient to carry around
Action Plan: Introduce it in the market within the next 2 • We propose a new packaging for Vivel
months active essentials purifying face wash
showing a young confident woman with
flawless skin.
Distribution Channel • The imagery of the young woman
creates a brand personality to which
Leverage on the existing distribution channel; young and vibrant woman can relate to .
Additional margins for new products • This also caters to the affective
component of the consumer’s attitude
 Supermarkets  Health & Beauty Outlets
through the promise of flawless skin for
 Hypermarkets  Pharmacies
even those who have acne prone skins .
 Beauty Salons  Online Medium
 Mall Counters  Mom n Pop Stores

9. New Variants Launch
Pre-Launch Promotion (2 months Before)
Product trial Generation to be the focus driving the launch of the 2 new
variants
1. Mass Sampling: Provide trial packs/sachet of Vivel Sun Protect Face
wash and Blackhead Removal Face wash with magazine dailies like
Femina, Vogue, Filmfare, India Today etc.
2. One to One Sampling: Set up kiosks near schools and colleges and
distribute free samples (sachets) to female students
3. Bundle Sampling: Give a 10ml SKU trial pack of the new variants
launched with the 3 existing Face Wash of Vivel.
4. Use of Social media to drive sampling
1. Leverage the 64k likes on the Vivel Facebook page
2. 2 months before the launch date of the new
variants, introduce a new app within the same FB page as
“Vivel Blackhead Removal Face wash give away”
3. Rationale: People have to like and register in that app with
their address
4. The first 1000 will get a 20ml SKU shipped to their home
5. Have to share the photo in the end and provide reviews
Drive Sampling
Snapshot of proposed Application
Online social media strategy (Pre launch)
• Mobisur helped us to gain 64,000+ likes on our face book page
• Visitors are mostly women, age 18-24
• Idea for new app creation:
• Girl enters her skin type ex: oily
• Next Villains (problems associated with oily skin) start appearing, and
you have to play boxing game with them.
• Person can play up to 5 levels, each level consists of stronger villains
associated with your skin problem
• Leads to more Engagement  Awareness about skin problems and solutions
 more involved and loyal customers

10. Customer Engagement Strategies
Campaign: Beauty Parlour at your Doorstep
Details:
1. Every buyer of the existing 3 variants will get a scratch card, from
which they will get a code.
2. The code can be used to call a free hotline no of Vivel or a Google
Hangout video conferencing with Vivel’s in-house skin expert.
3. The customer then will be asked questions about their problems, skin
type etc. and will be recommended a daily 20 minute skin regiment
Rationale:
• Vivel will increase its engagements and involvement with the
consumers.
• Brand enhancement as the brand is perceived to take care of the
consumer’s skin regiment.
• From the consumers side, the involvement with the brand will
increase.
• Increase in Sale of SKUs and Increase in positive word of mouth
• Higher brand Recall will be achieved and pave the path for the
launch of the new variants
Skin care Diagnostic Camps in girl’s school. Teens a major
market. Brand Awareness increases
Tactical decisions: In store Promotions (Post Launch)
Tactical decisions: Distribution Channel Brand awareness is low. Hence shelf space needs to be increased, in order to
provide more visibility. Seasonal Aisle to include the entire Vivel Portfolio
Point of Sale promotions to be aggressive in the first three months following the
launch
• Offer credit
Recommended displays:
• Provide retailers with the racks/hangars/other
• Planogramming : 3 Facings of each variant in the category shelves
promotional merchandise to provide adequate shelf
• Dedicated displays: 10 Facings (All variants having equal share) with
display area and visibility
backing sheet of the new product and shelf strips of Vivel brand)
• Give them more stock correction margin
• Posters at store entrance and in-store banners at personal care sections
• Level of market coverage: intensive - e.g., mass
keep the 20ml SKUs in shelves near the entrances and Cash counters, so as to
availability
enhance visibility and induce Impulse Purchase

11. Communication Strategy
Vivel Sun Protect Face Wash
• Campaign Idea: We can create a TVC in flip-book story format which shows how a girl bothered with her dark spots starts using our product
and gets a clear, enhanced skin within weeks.
• Rationale: Present day women want to move out, have fun but they are stuck indoors out of fear of getting tanned and having dark spots.
Our new product Vivel Sun Protect face wash caters to these specific needs of the customer. Presence of natural ingredients such as
cucumber and lemon grass extract also validates the claims of the brand.
• Only 4 frames are shown in the above storyboard. The actual TVC will be around 35-40 seconds long. The first 25 seconds shows the
flipbook and the gradual change in the skin, whereas the last 10 seconds will communicate the benefits of the Vivel Sun Protect Face Wash
Vivel Blackhead Removal Face Wash
• Campaign Idea: A bill board highlighting the problem of blackheads
and its solution in the form of our product can be positioned at
strategic locations such as traffic signals, outside schools , colleges and
offices where its visibility among the target segment is high.
• Rationale: Blackheads are very common among young girls but the
urgency to act towards them is comparatively lower than acne and
pimples (as found from secondary research). So using bill boards we
aim to highlight the issue of blackheads and also capture target
customer’s mindshare through the benefits offered by our new product
Vivel Blackhead Removal face wash.

12. THANK YOU