The document details a summer internship project focused on retail marketing and visual merchandising for Kaya Skin Clinics, highlighting various objectives such as evaluating consumer touch points and enhancing online listings. It discusses the potential for increasing online presence through partnerships with consultation websites to drive clinic visitations and introduces a marketing plan for promoting bridal skin care packages. Key findings emphasize trends in beauty care spending among both men and women, alongside competitive analysis and targeted marketing strategies.

1. Summer Internship
Retail Marketing, Visual Merchandising and Online Affiliation of
Kaya Skin Clinics
Under The Guidance Of:
Dr. Ramkishen.Y and Mr Kumar Saurabh
Presented By:
Disha Bedi
PGDM Marketing Communications
Company:
Marico Kaya Enterprises Ltd.

2. Flow Of The Presentation

3. About The Company
Marico
Consumer Products
Beauty and Wellness Space
(Parachute, Saffola, Hair & Care, Nihar,
Mediker, Revive, Manjal, Set Wet, Zatak and
Livon)
Kaya Skin
Clinics
2002
Entered Service Business
100 Clinics
26 Cities
160 Dermatologists
600,000 satisfied customers
Anti-Aging, Pigmentation, Acne/Acne
Scar reduction, Laser Permanent Hair
Reduction, Skin Care Facials etc

4. Project Outline

5. 1.
Visiting Kaya Skin Clinics and Evaluating
Various Consumer Touch Points
Objectives:
Understanding the Kaya Business
Understand Visual Merchandising at the Clinics
Study of Collateral and Recommendations

6. Clinics Visited :
Consumer Touch Points Evaluated:
Kalaghoda, Bandra,
Powai, Chembur

7. Recommendations Regarding VM Material

8. 2.
Evaluation and Rectification of Current Online
Listings of Kaya Skin Clinics
Objectives:
Make sure all listings are correct
Make sure all clinics are listed on the websites
Make sure correct service details mentioned

9. Listings Checked on Following Websites:
Provides directions, interactive maps
Connect buyers to sellers
Platforms for local service need fulfilment
Find Doctors and Book appointments
Book appointments in Health and Wellness space
Find information related to anything and everything

10. Data Checked For All Listings:
Missing
Listing ,

11. Rectification and End Results:

12. 3.
Building Alliances with Online Consultation
and Beauty Websites
Objectives:
Increase online presence
Increase clinic walk-ins
Be a part of digital revolution happening in healthcare in India

13. Trending Online Consultation Websites
Number Of Consultations Per Week
2,500
1,400
700
200
Lybrate
eVaidya
iCliniq
DoctorsCabin
iClinicCare
MyDermacy
200
25%
20,000
8%
15%
30%
10%
% Of Dermatology

14. Opportunity Sizing
Total Revenue That Can be Generated Per Week
= Total Revenue From Online Consultations
+ Total Revenue From Conversions
= (2,920,000 + 819,000) INR
= 3,739,000 INR
195 Million INR
Per Annum
195 Million INR
Per Annum

15. New Alliances - Status

16. New Alliances
ONLINE CONSULTATION WEBSITES :
iCliniq.com
•Traffic per Month:
1,19,200
DoctorsCabin.com
•Traffic per Month:
1,55,000
BookMyConsult.com
•Traffic per Month:
9,100
Jeevom.com
•Traffic per Month:
53,000
DocMeet.in
•Traffic per Month:
11,300

17. New Alliances
BEAUTY WEBSITES :
VBooky.com
•Traffic per Month: 2,37,300
Beaupal.com
•Traffic per Month: 1,81,400
BookMeIn.in
•Traffic per Month: 9,300
Twss.in
•Traffic per Month: 21,400

18. MOBILE APPLICATION FOR LIFESTYLE NEEDS :
Perkkx
•Perks and benefits
exclusively for the employees
of leading corporates
Zapstir
•Listing Of Businesses of All
Kinds
New Alliances

19. On Hold For Further Discussion
ONLINE CONSULTATION WEBSITES :
Lybrate.com
•Traffic per Month:
10,68,700
eVaidya.com
•Traffic per Month:
1,96,400
iClinicCare.com
•Traffic per Month:
61,800
MyDermacy.com
•Traffic per Month:
55,100

20. Websites in Pipeline

21. Websites Ruled Out
Paused new listings
Portal only for doctors, not clinics
Video consultation doesn’t work
Have internal doctors to handle queries
Only two doctors handle queries

22. 4.
Below the Line Marketing Plan for
Kaya Bridal Packages
Objectives:
Promote Kaya Bridal Packages online and offline
Increase Awareness about Kaya Bridal Packages
Win New Customers

23. • Kaya Bridal Skin Rituals is a mix
of efficacious, deep-rooted and
pampering skin care practices
that bring out the excellence in
the Bride’s skin that makes her
stand out.
• Different packages for different
Skin types and different Effect
Durations.
• The plan is to interact with the
Groom or Bride when they are
thinking of getting married.
Executive Summary

24. • More attention to Personal Beauty
• Men are paying More Attention to Skin Care
• People are spending more Money on Weddings
• Brides want to Look Perfect on their Wedding Day
• Increase in Number of Working women
• Increase in number of Make Up and Skin Salons
Market Trends
• Skin Care Clinics like VLCC
• Franchised Salons like Enrich, Lakme
• Independent Salons
Competitive Situation

25. SWOT Analysis

26. Biggest Threat – Make Up
The Plan
Tie up with Make Up Salons, Give Bridal Package Vouchers to To-Be Brides
Positioning
Kaya Bridal Service is Not Make Up but a Skin Care Ritual

27. Segmentation and Targeting
GEOGRAPHIC SEGMENTATION:
Delhi, Mumbai, Bangalore
Kolkata, Chennai, Hyderabad

28. Segmentation and Targeting
DEMOGRAPHIC SEGMENTATION:

29. Segmentation and Targeting
PSYCHOGRAPHIC TARGETING:
Modern and Tech Savvy Beauty Conscious Look Perfect on Wedding Day
Positioning

30. Online Promotion Platforms

31. Offline Promotion Platforms

32. Data Collated
 Wedding Blogs
 Organic Search
 Wedding
Directories
 Popularity
 Web Analytics

33. FOR THE GROOM
Because Promotion Platforms for Men are Different

34. Overall Recommendations

35. Key Learnings