Fem Care Pharma was a Mumbai-based maker of beauty and healthcare products known in India since 1982. However, its brands became niche due to a lack of advertising. A PR agency identified the underutilized brand potential and created a three-pronged PR strategy focusing on brands, the corporate image, and profiling employees. This included product press releases, media articles on growth, and an annual women's achievement event. The consistent PR generated sales and positioned Fem Care Pharma as a leading player competing with large MNCs. In 2008, Dabur India acquired a 72% stake in Fem Care Pharma for $28 million to enter the skin care market in India.

1. Case Study Fem Care Pharma Year 2001

2. Fem Care Pharma Sector: FMCG What was Fem… Mumbai based marketer of Beauty & Healthcare products Products / Brands known in India since 1982 It had a market reputation of introducing innovative as well as new product concepts since its inception. - However, Fem products became very niche and sectoral due to lack of adequate advertising and promotional budgets and the Brands failed to receive desired visibilities.

3. PR Agency Identified Under utilized brand potential Reasons Lack of adequate advertising budget to match the same noise decibel level as that of MNC promoted Brands Perceived to be a small family run enterprise No structured & professional approach towards communications Communications Need Building the brands in cost effective manner Social and corporate image building

4. PR Strategy Three pronged ~ Brands/ Corporate/ People Emphasis on BTL activities & events Product press releases Corporate image building through media articles on growth, future plans Social image building with events such as ~ Fem Women Achiever’s Show in aid of Cancer Patients Iconization ~ profiling of top mgt.

5. Sample Media Coverage

6. Publication: Economic Times-Brand Equity Date: 2 May 2001 Edition: Mumbai Page: 3

7. Publication: Business Standard Date: 17 September 2001 Edition: Mumbai Page: 9

8. Fem Women Achiever’s Show A unique Annual fashion event featuring 35 celebrity women achievers from every walk of life Celebration of women’s achievements by a brand closely linked with Indian women Organized by Fem Care Pharma in aid of Cancer Patients Aid Association Designs by Shaina NC, Directed by Hemant Trivedi

9. Publication: Bombay Times Date: 17 April 2001 Edition: Mumbai Page: 1

10. Publication: India Today Date: 7 May 2001 Edition: All India Page: 62

11. Result Regular coverage on flagship products such as Fem Liquid soap & Fem Hair Removing Cream generating sales pull Coverage on corporate profile generated leading publications including Economic Times, Brand Equity, A&M etc Immense visibility was created through Fem Women Achiever’s Show - Covered by all leading publications and electronic media - Brand enhancement due to an association with women achievers Perceptional shift ~ From a small domestic player to a leading player competing with large MNC players.

12. Aftermath

13. Aftermath With consistent PR since 2001 by 2007/8 the Company was approached for merger And eventually

14. Aftermath Dabur India Ltd acquired 72% stake of Fem Care pharma in 2008 Dabur India Ltd bought 72% stake of Fem Care Pharma for Rs 203 crore in an all-cash deal. Dabur made this deal to enter skin-care market in India. Dabur has bought Fem Care's Pharma and beauty care brands. “ Anand Burman, Chairman of Dabur India said acquisition of Fem Care Pharma is in line with the company strategy to aggressively expand its scale of operations and strengthen its presence in FMCG space. This transaction would give Dabur an entry into high-growth skin care market with an established brand name Fem.”