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INTRODUCTION TO EMAMI GROUP

Emami Group started business initiatives under the parentage of Mr R S Agarwal

and Mr R S Goenka since 1974

Emami

has

successfully

established

its

brands

through

strong

celebrity

endorsements

Emamis quality products not only have a pan India presence, but also have a deep imprint in over 60 countries across the world including GCC, UK, Sri Lanka, Bangladesh, Nepal, African and the CIS countries

SWOT ANALYSIS

In 2001 & 2002 company placed itself as rank4 among 180 top brands. Fair & handsome USP Fairness in Six Weeks has worked better for it.

STRENGTHS

Many untapped market around the world

several existing competitors in the market with the same product category. Threat from future new entrant & substitute products . Challenges to deal with competition and consumer choice and buying behaviour

Fair and Handsome is getting advantage by launching fair and handsome foundation that works for women empowerment achievement and transformation

OPPORTUNITIES

Extending the equity of its leading fairness cream brand "Fair & handsome" to a premium Fair & handsome soap

THREAT

WEAKNESS

Worlds First and Largest Fairness Cream Brand ,present in almost 60 countries with a value around 6 million.

Presence of several competitors with the same product line. Entrance of foreign companies in Indian market with higher skilled to beat the domestic players

BCG MATRIX

PORTERS FIVE FORCES MODEL FOR EMAMI

THREAT OF BUYERS BARGAINING POWER The buyers bargaining power is low since they cannot influence the prices to such a great deal. Emami made many broadcasting through advertisement on television that kept on increasing the sale regardless of the increase in the price of Emami products

PORTERS

THREAT OF COMPETITORS The threat of competitors is high because there are a lot of players in the Market. The ayurvedic platform is also being used by other players like dabur and Ayur. Premium personal care produ cts face competition from international brands

FORCE MODEL
THREAT OF SUPPLIERS BARGAINING POWER If the supply of Emami products is sufficient with respect to the demand of the market then there will be a threat to suppliers bargaining power THREAT OF SUBSTITUTE PRODUCTS Many substitute products are there in the market comparing with fair & handsome like fair & lovely menz active etc THREAT OF NEW ENTRANTS The exit barriers are low and thereby firms can enter and exit easily.

IN RELATION TO MICRO ENVIRONMENT

MARKETING INTERMEDIARIES CUSTOMERS THE COMPANY:EMAMI is a highly organized company with a good functional R&D which constantly upgrade their Lineage with newer & better products SUPPLIERS:A network of over 4,25,000 retail outlets, 2,800 distributors,1,500 subdistributors, 30 depots, six regional sales offices

SUPPLIERS

COMPETITORS THE COMPANY MARKETIN G

PUBLICS

MARKETING INTERMEDIARIES: Present in over 2.6 million Indian retail outlets and 65 countries COMPETITORS :Garnier, ponds, Dove are the Major competitors in the Market PUBLICS: Financial Public Non- Financial Public

IN RELATION TO MACRO ENVIRONMENT

POLITICAL FACTORS: Some of the political factors are competition between various states which has risen the sales tax SOCIAL FACTORS: With increase in status of the Indian people most of the consumers prefer costly products, which has more brand value than Emami TECHNOLOGICAL FACTORS: EMAMI ltd is working very hard to gear up their products by using various technologies DEMOGRAPHIC FACTORS: Age, Occupation, Social status and gender

CONSUMER BUYING BEHAVIOUR

NEED RECOGNITION A Customer first enters into the Market with a View of buying an Anti-Ageing Cream or a Fairness Cream. Then he goes for Searching the Brand from which he or she will be benefited. INFORMATION SEARCH A Customer Before Buying the Product goes for Price of the product, its brand value and its value in Market i.e. whether there is any free gifts associated with it. EVALUATION OF ALTERNATIVES Before buying the product a Customer first goes for a Brand Selection. Then searches which brand suits the best. PURCHASE DECISION In this stage of act the Customer does his final decision and go for a particular brand from which he or she chooses to depend on it. POST PURCHASE BEHAVIOUR After using the product of a particular Brand, a Customer goes for a decision Whether he or she is satisfied with the Brand or not.

FACTORS INFLUENCING CONSUMER BEHAVIOUR

KEY PSYCHOLOGICAL PROCESS

MOTIVATION * Three theories of human motivation that affects the Buying Behavior of the consumer are : > Sigmund Freud > Abraham Maslow > Frederick Herzberg PERCEPTION * Perception influences how the motivated person acts in the situation. In respect to EMAMI the person perceives to buy the product on that situation. Three perceptual processes are : > selective attention, > selective distortion and > selective retention. LEARNING * When people act, they learn. Learning involves changes in an individual's behavior resulting from experience. * When a person consumes a EMAMI product, then by Post Purchase behavior an individual gains knowledge and experience about the product and gives feedback about the product. MEMORY * Memory is Classified under two categories as: STM (Short Term Memory) : When a consumer consumes a product ,if he is benefited from the product then that individual remembers the product for a long time LTM (Long Term Memory) : When a consumer is not benefited then the individual remembers it for a short period of time

STAGES IN BUYING PROCESS

RECOGNITIO N FOR WHAT THE CONSUMER PREFERS TO BUY AND WHAT ARE HIS NEEDS

BUYERS INVOLVES LOCAL RETAILERS WITH WHOM THEY CAN DEVELOP A STRONG RELATION ABOUT THE SUPPLY

BUYER FINALLY DECIDES TO BUY

MARKETING RESESARCH PROCESS

QUALITATIVE RESEARCH TOOL

QUANTITATIVE RESEARCH TOOL

FACE-TO-FACE INTERVIEWING MAIL QUESTIONNAIRE TELEPHONE INTERVIEW ONLINE/INTERNET RESEARCH

FOCUS GROUPS CASUAL OBSERVATION

SEGMENTATION, TARGETING & POSITIONING (STP)

Segmentation is the process or the way of classifying customers into groups who share same set of characteristics for ex: Fair and Handsome is basically for men who want to be fair Targeting is the process of selecting a segment and working upon it for ex: Fair and Handsome targets the middle class people of India and it target men's between the age group of 15-50. EMAMI positioned Fair and Handsome cream with a tag line WORLDS NO.1 FAIRNESS CREAM FOR MEN and MARDON WALI CREAM.

PRODUCT LIFE CYCLE (PLC)

INTRODUCTION:

Emami fair and handsome introduced in the year 2005 as the first fairness cream for men in India Emami was formulated for the men who wants to be fair GROWTH STAGE: Fair and Handsome commands 63% of the male fairness cream market Fairness Handsome Continues to be the largest player in the mens fairness cream category MATURITY STAGE: The product contains 5 unique power that improves fairness in just 6 weeks Emami launched the Rs 5/- spout pack of 8ml and Rs10/- pack of 12ml which were well received By getting the Tag line such as WORLDS NO.1 FAIRNESS CREAM FOR MEN , HI!! HANDSOME!!! HI HANDSOME!!!! and MARDON WALI CREAM. DECLINING STAGE: Though Emami has strong competitors in the market due to which the demand of fair and handsome cream may decline, however Emami will come up with more advance products in mens fairness cream segment in coming years.