Integrated Marketing Communication Project on

Superia soap Communication channel

Submitted By Shyaam Shridhar (13) Debashish Kundu (16) Pritam Mondol Rajib Rudra (28) (36)

Akash Deep Saha (39) Arun Sarkar (47)

Table of Contents

1) Abstract ............................................................................................................................ 3 2) Tag-Line ............................................................................................................................ 4 3) Advertising ........................................................................................................................ 4 a) Selection of Media......................................................................................................... 4 b) Electronic Media ........................................................................................................... 4 c) Regional Influence ......................................................................................................... 5 d) Print Media ................................................................................................................... 5 e) No Brand Ambassador ................................................................................................... 5 4) Public Relations................................................................................................................. 7 a) Press relations ............................................................................................................... 7 b) Sponsorship................................................................................................................... 7 5) Sales Promotion ................................................................................................................ 8 a) Consumers .................................................................................................................... 8 b) Retailer and wholesaler ................................................................................................. 9 6) Point of Purchases .......................................................................................................... 12 7) Bibliography .................................................................................................................... 13

1) Abstract

ITC Ltd is a well-known and one of the Largest FMCG company in India. ITC introduced Superia range of soaps and shampoo in February 2008. It was launched to cater the mass market. The target market of Superia range of soaps and shampoo was to cater the lower middle class and middle class customer base. Superia soap was launched in Ranchi December 2008. The launched was delayed for Ranchi because the company was evaluating the response from other places. The products under the Superia brand are made from scientifically developed formulations enriched with natural ingredients that have traditionally been known to be good for the skin and hair. The range offers consumers access to some of the best-in-class products in vibrant attractive packaging. Superia Soaps enriched with natural ingredients give radiant glowing skin. Superia Soaps are available in four variants:

1) Fragrant Flower: with the fragrance of Rose & Lavender Oil 2) Soft Sandal: with the fragrance of Sandal & Almond Oil 3) Natural Glow: with Neem & Coconut Oils 4) Healthy Glow: with Orange Oil

Superia Lemon Fresh & Milky Glow Soaps Superia added two new soap variants to enhance its product portfolio. Superia Lemon Fresh with its lime extracts, mint oil and germ fighters keeps skin fresh, fragrant and glowing. Superia Milky Glow with the goodness of milk protein, saffron oil and the essence of jasmine, keeps skin soft and radiant.

Integrated Marketing Communication

2) Tag-Line
Superia has consolidated its position in this market and its market standing is reflected in its tagline 'Aisi Chamak ki Duniya Bole Pehle Aap'. Enriched with natural ingredients and strong emotional benefits, the brand motivates society to compete with passion and brings out their winning spirit.

3) Advertising
a) Selection of Media There are number of Sources available for passing the product message. These are as follows; Television Outdoor (Billboards) Magazines Newspapers Brochures

b) Electronic Media
As we know Superia soap is targeted towards lower middle class and middle class consumers. So this influence is clearly depicting on their TV commercial. The first advertisement named Yeh to mera Hai is directed by Rensil D silva who is also the director of the movie Kurban portrays that in

crowded vegetable market a clash occurred between a girl carrying a bag and a young boy driving a bike due to which the girl bag fell in the ground the boy come helps the girl in picking up the goods which were fallen then they saw that Superia soap was also there after that they both started claiming for the soap this is mine there were lot of crowd seeing this incident all stared claiming the soap is mine , the member who were there in the crowd were from different religion one was Punjabi, one was Marathi another was Bengali and all of them was claiming on their own language accent. So this TV commercial shows it is catering to mass market and the actors used in this commercials was trying portray a middle class image for instance boy using a bike, the girl wearing a salwar kameez and carrying a vegetable bag. All the brand imagery carried in this commercial

portrayed the affection with the brand and catering mass market. After that what so ever commercial came for Superia all were carrying the same brand imagery.

c) Regional Influence
What so ever commercial of Superia came all were more telecasted on regional television channel, this was because as this soap was targeting lower middle class and middle class and these viewer watch more regional television channel.

d) Print Media
Again on print media advertisement regional influence can be visible. Most of the superia ads are published regional language newspaper, through this influence they are trying to create a personal touch with the target customer. Another important fact which is taken care is the local newspaper readership ratings.

e) No Brand Ambassador
As this brand is carrying a image of common people soap so their is no brand ambassador for the brand. There is no celebrity association in the TV commercial and newspaper ads as well.

Brand Positioning and Imagery as conveyed through the advertisements

S.No Brand Name Proposition/Positioning Advertisement Imagery 1 Breeze Low cost bath soap. Positioned as soap with variety of fragrance and skin friendly soap 2 Nima Low cost beauty soap. Positioned as soap with variety fragrance. Comparison shown how a girl is embarrassed due to bad odour when she used a ordinary soap but when she changed to nima every person was attracted to her Celebrity used was(Preeti Jhangania) 3 Dyna Low cost beauty soap. Positioned as skin friendly soap Celebrity (Katrina Kaif) used as a super model telling reason for her glowing skin. 4 Superia Low cost bath soap catering to mass market with penetration in rural market. People fighting for Superia soap claiming the soap is mine depicting brand association of Superia soap among common people. Economical soap depicting total value for money.

4) Public Relations
Not only must the company relate constructively to customers, suppliers and dealers, it must also relate to a large number of interested publics. A public is any group that has an actual or potential interest in or impact on a company s ability to achieve its objectives. PR involves a variety of programs designed to promote or protect a company s image or its individual products. Superia Public Relation activities

a) Press relations: Superia has been maintaining constant communicating with its customers and potential
customers, of the various developments taking place in the brand by using press relations.

b) Sponsorship As already mentioned regional influence, Superia has sponsored the regional television
programme in Star Pravh Marathi television channel of Star entertainment media private limited named Olakh . This inspiring story reflects today's young women who persevere to shape
their destiny and create their individual identity.

Initiative taken for Public Relations Superia recently announced its 'Superia Saundarya Sakhi' initiative in Uttar Pradesh. It is an initiative to enhance skills of women entrepreneurs in the business of beauty across the state of Uttar Pradesh. As a part of this initiative, Superia will reach out to 4,000 beauty parlour owners in more than 30 districts of Uttar Pradesh. y Superia has also announced the 'Superia Chamakta Sitara' campaign in Uttar Pradesh. The contest, in association with schools across 29 districts of Uttar Pradesh, aims to recognise all-round development among students. Students from grade 7 to 12 will compete to become the 'Superia Chamakta Sitaras'. These students will be judged on the parameters of

grooming, attendance, academics and extracurricular activities. The campaign will reach out to more than 1,000 schools.

Superia presents 'Mouke Pe Chouka Contest' to laud Trade Partners ITC s personal care product brand Superia has organized an interesting contest Mouke Pe Chouka in the city of Jaipur,Where Indian Cricketer and also our brand Ambassador Rohit Sharma distributed the prizes to the winning teams. The brand attributes of youth, confidence and quality were all brought to life with the Mouke Pe Chouka Contest . The contest not only provided participants an opportunity to play and interact with the iconic cricket player and brand ambassador of Superia Soaps, Rohit Sharma, but also highlighted the leadership qualities in them and the confidence to excel. With a chance to play with their favorite player, the event witnessed immense enthusiasm and excitement amongst the crowd present at the venue.

5) Sales Promotion

Sales promotion, a key ingredient in marketing campaigns, consists of a collection of incentive tools, mostly short term, designed to stimulate quicker or greater purchase of particular products or services by consumers or the trade. Whereas advertising offers a reason to buy, sales promotion offers an incentive to buy.

a) Consumers Various sales promotion schemes for consumer are as follows

3+1 Superia soaps are being available in a combo pack in which of 3 soaps in which 1 soap is free

Offer packs- Superia soaps are available in a pack of 3 who s MRP 30 but in offer price the consumers are getting RS 24.

y y y

Consumers are also getting Superia shampoo sachet free with Superia soap. Consumers are getting 10% extra in weight in combo pack of 3. Consumers can get the chance of winning silver coin inside the soap.

b) Retailer and wholesaler The retailer and wholesaler gets lots offer and schemes in order to push the product. The
schemes chart is as follows:

Scheme Chart

Variant

MRP

Quantity (*CFC)

ROP

Fragrant Flower

10

10-15 (monthly)

7.25

Soft sandal

10

5-8

(monthly)

Healthy Glow

10

5-8

(monthly)

Natural Glow

10

3-5

(monthly)

8.5

* CFC There is no full form CFC. It basically the container in which the soaps are kept.
1 CFC contains 72 pieces of (90 gram) soap 1 CFC contains 96 pieces of (45 gram) soap

Display Rates provided for Superia soaps in Cosmetics Counter

The main idea to find the Display rates of Superia soap is to know how much impact does visibility of product have on the sale of product.

Average Display Rate

Display Rates
Rs 100-300 Rs 300-600 Rs 600-1000 more than Rs 1000

10%

10%

28%

52%

Display Rates (Superia Soaps)

After tabulating 39 cosmetics counter (excluding the no response) in Ranchi both the retail and wholesale market we can infer from the data that the majority of the outlets are paying on range of Rs 300 to Rs 600, but this result neglects some of the vital aspects which the company should always never be neglected while fixing a display rate 1) After evaluation of footfalls in the market the company should fix display rate. The outlet which has greater footfalls be given more display rates and vice a versa. 2) A separate budget for display should be provided to the supervisors which should be flexible and by judging through the footfalls and location display rate should be fixed
Classification of Outlet (Which should be done by ITC)

a) Vijeta It is a categorization given by Hindustan Unilivers Limited to wholesalers who purchases large amount of stocks from the company. Every Vijeta outlet gets special discount on their bill for this categorization. They are also awarded points on their goods purchased and on year ending if they achieve the target points they are awarded foreign holiday package. b) Star This strategy are in the similar lines of HUL. Procter & Gamble categorize their most profitable outlet as Star . The Star Outlet also get similar billing discount and points but basis on this points the wholesaler get quarterly gifts. Packaging

The colours are different for different variants such as saffron for the saffron variant, pink for the rose extracts etc. The Bars come in package sizes of 80g and 90g.

Superia has also launched a *Flow Wrap of 45 gram priced at Rs5.

*Flow Wrap Flow wrap is the category of soaps which packed in such a manner so that can hanged in outlets rather than kept in shelf. This packaging is strategically done in order to improve the visibility of the soap.

6) Point of Purchases:
The Superia is not given a notable placement on the shelves of different retail shops & departmental stores for its sales promotion. Usually the company goes for wide display in the stores where it potential for its product. Different eye-catching decorations are made inside the store and in the showcase for outside display. These arrangements are made with the assistance of the sales people of the company.

7) Bibliography

Websites referred
1 )http://itcportal.com/about-itc/itc-profile/history-and-evolution.aspx 2) ITC Limited. (2011, November 24). In Wikipedia, The Free Encyclopedia. Retrieved 05:27, November 27, 2011, from http://en.wikipedia.org/w/index.php?title=ITC_Limited&oldid=462300060