IMC

CAMPAIGN
FOR FACE
CREAM -
PRETTY 24 Submitted By:

008/2019 – Pulkit Garg

010/2019 – Shagun Goyal
027/2019 – Komal Tuli
Submitted To: 030/2019 – Himanshu Maan
Dr. Smita Sharma 049/2019 – Arjun Arora
  About Cosmetics Industry
 Competitive Review
 Company Analysis
 Buyer Analysis
FLOW OF  IMC Plan
PRESENTATION  IMC Objectives
 Creative Strategy
 IMC Tools employed
 Marketing communication strategy
 Measurement and Evaluation
 Conclusion
 ◦The Indian cosmetics industry is mainly divided into skin
care, hair care, oral care, perfume and makeup.

◦The current total market size is $ 6.5 billion and is expected to

rise to about $ 20 billion by 2025.

About ◦The compound annual growth rate is 25%.

◦ Increase in purchasing power, demand for improved

Cosmetics products and awareness of Indian mind-set, many
international brands have started building footprints in India

Industry - including Mac Cosmetics, Avon and Estee Lauder, L'Oreal

and Will.

◦ Social media and demographics helps in spreading awareness

about cosmetics and development of Fashion awareness.

◦Herbal cosmetics are also driving growth due to increase in

the adoption of artificial cosmetics products.
FACTORS FUELLING GROWTH IN COSMETICS INDUSTRY
Parent Company ViNi

Category Fairness Creams

Industry Cosmetics Industry

Tagline “Fairness is not everything”

USP Product for every skin tone

 ◦The Home-grown personal care company, Vini Cosmetics,
which has manufactured the famous Fogg deodorants, has
launched Pretty 24

◦The Pretty 24 shows that you may minimize or repair the

damage caused by aging and pollution, but skin tone can never

Company be altered.

Analysis ◦Vini Cosmetics has positioned Pretty 24 as a product for

every skin tone

◦A cream for every skin tone that seeks to improve the quality
of the skin, and not its colour

◦Pretty 24 targets women between the ages of 20 and 35

years.
BUYER ANALYSIS

Age 18-45, majorly the age comes under GEN Y

i.e. born between years 1977-1994.
Occupation Juniors level managerial positions
Married; Divorced; Single; Widowed
Marital Status Female
Gender High School; College Graduate; Master’s
Education Degree; Doctorate Degree; Professional Degree
 IMC PLAN

Segmentation All face cream (beauty and skin care) product users across all cities in India

Target Group Target group of females between the age of 15 and 50

Positioning A face cream that nourishes the skin and makes the skin healthy
 ◦Perception Change of Pretty 24

◦ Awareness creation towards healthy skin

IMC ◦Increase in Revenue with increase in Profits
Objectives ◦Secure high share of Mind and Heart within 3 months
CREATIVE STRATEGY
TAGLINE : “Fairness is not everything”
 IMC TOOLS TO BE EMPLOYED
Outdoor advertising

YOU TUBE Sales promotions

Social media and digital

Events marketing
BILLBOARDS/HOARDINGS
NEWSPAPER AND MAGAZINE ADS
YOUTUBE AND TELEVISION ADS
MARKETING COMMUNICATION STRATEGY
TELEVISION
RADIO
NEWSPAPER & MAGAZINE
OUTDOOR PROMOTION
DIGITAL MARKETING
DIGITAL MARKETING BUDGET ALLOCATION

Platform Cost/Month

Facebook 32,000

Instagram 50,000

TikTok 35,000

Pinterest 40,000

Website 3,00,000

Youtube 2,00,000

Google Ads 80,000

Blogs 45,000

Monthly Cost 7,82,000

Quarterly Cost 23,46,000

 MEASUREMENT AND EVALUATION

Web Analytics helps company

to monitor day to day traffic of
website. It can analyse the time
for which viewer browse the
website. Google analytics is quite similar to
web analytics. This will help in
analysing the frequency of clicks and
the ranking of the websites. This will
also tell the mostly used keywords.
 CONCLUSION

Initially the brand pretty 24 by ViNi failed to create awareness and in turn drive sales because the
message and the medium were not in sync and tried to fight of a long-standing belief that fairness is
not the only thing which is expected from the face cream.

We tried to change the message which suits the belief system of people and use proper medium
with appropriate targeting to increase the awareness which, later-on is expected to drive sales and
increase market share.
THANK YOU!