Emami Ltd established Navratna Hair Oil in 1974. It has a diverse board and uses the 4Ps of marketing - product, place, price, and promotion. Emami has a wide product portfolio sold through an extensive distribution network globally and in India. It focuses on affordable prices and high-profile celebrity endorsements to promote its brands. Navratna oil targets stressed individuals, professionals, housewives and young adults, and has successfully positioned itself as a cool oil with 57% market share in the cool hair oil category.
Emami Ltd established Navratna Hair Oil in 1974. It has a diverse board and uses the 4Ps of marketing - product, place, price, and promotion. Emami has a wide product portfolio sold through an extensive distribution network globally and in India. It focuses on affordable prices and high-profile celebrity endorsements to promote its brands. Navratna oil targets stressed individuals, professionals, housewives and young adults, and has successfully positioned itself as a cool oil with 57% market share in the cool hair oil category.
Emami Ltd established Navratna Hair Oil in 1974. It has a diverse board and uses the 4Ps of marketing - product, place, price, and promotion. Emami has a wide product portfolio sold through an extensive distribution network globally and in India. It focuses on affordable prices and high-profile celebrity endorsements to promote its brands. Navratna oil targets stressed individuals, professionals, housewives and young adults, and has successfully positioned itself as a cool oil with 57% market share in the cool hair oil category.
Emami Ltd established Navratna Hair Oil in 1974. It has a diverse board and uses the 4Ps of marketing - product, place, price, and promotion. Emami has a wide product portfolio sold through an extensive distribution network globally and in India. It focuses on affordable prices and high-profile celebrity endorsements to promote its brands. Navratna oil targets stressed individuals, professionals, housewives and young adults, and has successfully positioned itself as a cool oil with 57% market share in the cool hair oil category.
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MARKETING MANAGEMENT
COMPANY: NAVRATNA HAIR OIL(EMAMI LTD )
YEAR OF ESTABLISHMENT: 1974
CEO: N H Bhansali
BOARD OF DIRECTORS: R.S.Agarwal, R.S.Goenka, K N Memani, Y.P.Trivedi, P.K. Khaitan, C.K.Dhanuka,
S.B.Ganguly, Amit Kiran Deb, Debabrata Sarkar, Sushil K Goenka, Mamta Binani, Mohan Goenka, Aditya V Agarwal, Harsha V Agarwal, Priti Surekha, Prashanth Goenka.
Marketing Mix: The 4Ps of Marketing are
Product Place Price Promotion
Product: Emami has projected its products as organic, natural and herbal and created a product portfolio that is immensely popular in the consumer market. It has several sub-brands that have products to their name. It includes-
Boroplus brand includes Prickly Heat Powder, Antiseptic Cream and Total Results Moisturizing lotion Zandu Brand includes Gel Balm Junior, Balm Ultra Power, Balm Navratna brand includes i-Cool Talc, Cool Talc, Almond Cool Talc, Extra Thanda, Cool Oil Fair and Handsome brand includes Complete Winter Solution, Instant Fairness Facewash, Fairness Cream for Men.
Place: Emami has been successful in creating an international presence that has spread to sixty countries of the world in SAARC, CIS and GCC regions including countries like Nepal, Russia and Ukraine. It has offices in Kolkata, Mumbai, New Delhi, UAE, Moscow and Singapore. Emami has one overseas unit in Bangladesh and seven manufacturing plants in India including Abhoypur, Kolkata, Amingaon, Vapi, Pantnagar, Dongari and Massat. The brand has an extensive and exclusive distribution network in India that includes both rural and urban sector and some of them are located at Agartala, Ambala, Bangalore, Bhiwandi, Chennai, Delhi, Guwahati, Indore, Jammu, Jaipur, Kolkata, Patna and Varanasi.
Distribution channel of Emami is well-organised and for efficient and fast results it takes the help of thirty-two depots, three thousand and five hundred distributors, sixty super-stockiest, four thousand sub-distributors and five lakhs direct retail stores. It also has a tie-up with ITC Ltd for distribution of its merchandise via e-choupal outlets. Emami products are easily available at departmental stores, general stores, corner shops, super stores, chemists, beauty parlours, salons and almost all retail outlets in India.
Price: pricing policies can make or break a company. Emami owes its success mainly to its pricing policies which have helped the company to penetrate both urban and rural market with equal success. The company has launched its products in various quantity packs to make them reach every section of society. It has adopted a reasonable pricing policy which makes products affordable to general masses. It provides discounts and incentives to its customers so as to retain their loyalty and create huge sales. High volumes result in greater revenues for the company making it one of the best-known brands in the industry
Promotion: Emami is one of the most popular brands and has created a marketing strategy that is heavily dependent on celebrities and good commercials. Shahrukh Khan has been roped in to take part in Fair and Handsome commercials, Amitabh Bachchan and Sonakshi Sinha for Boroplus products, Hrithik Roshan for products of brand He, Juhi Chawla for Kesh King products.
Emami has both superstars Amitabh Bachchan and Shahrukh Khan endorsing same brand Navratna. Kareena Kapoor and Kangana Ranaut have also been part of brand Emami at one time or other. STP for Navratna Cool Hair Oil:
1. Segmentation : Segmentation means to divide the marketplace into parts which are accesible and profitable andhave a growth potential.The major segmentation variables are:
2. Targeting: Navratna oil targets the segment of people who are mostly prone to stress,headache,body aches or
Irregular work timings and are suffering from insomnia and working professionals, common man, housewives and youngsters.
3. Positioning: Navratna oil has positioned itself as a cool oil and has been succesful in doing so as it is has 57%
Market share in cool hair oil market. Product is positioned in such a way the it is consumed by consumers on important
attributes- the place the product occupies in consumers minds relative to competing products .
