Group Assignment

On

Developing an IMC Campaign

Brand: “Hamam”
Product: “Soap”

Submitted to
Prof. Sanjay Jain

On

26/08/2019

In Partial fulfillment of the requirements for the

Integrated Marketing Communication course in
MBA-FT Term – 4

By
Group No.: 07
Section: IMC-B

Name of Student Roll No.

Harshvardhan Chaudhary 181122
Himani Mehta 181123
Rajat Chudiwala 181149
Vinaykumar Sudani 181161
Tapan Patel 181164
Table of Contents
Executive summary ............................................................................................... 4

Chapter-1 Situational Analysis .......................................................................... 6

1.1 Industry Analysis ....................................................................................... 6

1.2 Competitive Analysis ............................................................................... 17

1.3 Buyer Analysis.......................................................................................... 19

1.4 Company Analysis ................................................................................... 22

1.4.1 Review of Previous and Current Promotion Programs for the

Product or Service ...................................................................................... 25

1.4.2 Communication objectives ................................................................ 26

1.4.3 Communication Mix .......................................................................... 26

1.4.4 Communication Strategies & Tactics .............................................. 27

1.4.5 Media Strategies................................................................................. 28

Chapter 2: Integrated Marketing Communication Plan .............................. 30

2.1 Advertisement .......................................................................................... 30

2.1.1 Target Market & Positioning Strategy, rationale for the same .... 30

2.1.2 IMC Objectives and Strategies ......................................................... 32

2.1.3 Creative Recommendations .............................................................. 32

Chapter-3: Other IMC Tools ........................................................................... 35

3.1 Sales Promotions ...................................................................................... 35

3.2 Direct Marketing...................................................................................... 37

3.3 Public Relations........................................................................................ 37

3.4 Digital Media ............................................................................................ 38

Chapter 4: Integrate and Implement Marketing Communication
Strategies ............................................................................................................ 39

4.1 Media Plan ................................................................................................ 39

4.2 Design, integrate and implement marketing communication

strategies ......................................................................................................... 41

4.3 Campaign Flowchart ............................................................................... 42

Chapter 5: Measurement and Evaluation ...................................................... 43

Chapter 6: Conclusion ...................................................................................... 44

Reference............................................................................................................ 45
 Executive summary
Hamam is a brand of soap made in India and advertised by Hindustan Unilever, the Indian unit
of Unilever. The name originates from the Arabic/Persian/Hindi word Hamam which alludes
to an open washing foundation in the centre eastern nations. It was propelled in 1934 and is a
main item in its classification.

Propelled in 1931 as a 'gentle, family soap', Hamam before long drew an enormous common
after well before it was stylish or trendy. Maybe the main Indian-made characteristic cleanser
at the time, Hamam was grasped by moms and specialists alike, for its virtue and wellbeing on
skin. Just Hamam brings alive antiquated tried and true skincare customs that have been
consummated over ages in advantageous and contemporary organizations. The brand has a
piece of the overall industry of around 9-10 percent of the Rs 4000 crore Indian soap market.
The brand has an immense piece of the overall industry (over 25%) in the Tamil Nadu
showcase. 21.36% piece of the pie in the South Indian province of Tamil Nadu. Hamam
increased sensible volumes till 1990 till 1990, when its volumes plunged by 25 percent. In spite
of the fact that the brand had the option to deal with the PLC, it had a lot of issues. At a certain
point, HLL was confronting the challenge from Herbal/ayurvedic soaps. HLL attempted to
position Hamam as a home grown cleanser by changing the structure by including Neem fixing
and lessening the TFM. Yet, that decrease of TFM precluded Hamam as a soap and the brand
lost a significant number of their dependable clients. We presently need to reposition the brand
as a wonder improving soap. The brand has now turned out with a variation that contains green
gram, turmeric and sandalwood .The shade of the cleanser additionally has changed to
sandalwood from the conventional green shading. This move is a stamped deviation from the
deep rooted situating of the brand as a characteristic green soap.

Hamam for a considerable length of time has had the option to continue its market position due
to the solid brand faithful clients’ .The brand presently needs to be applicable to another
purchasers (more youthful age). The brand likewise faces firm challenge from a plenty of
brands offering similar fixings and advantages. The most recent repositioning activity is
planned to keep the brand pertinent and furthermore influence the brand value it had developed
over these years.

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The real target of the battle is to set up Hamam as a fruitful brand by improving its market
position. IMC targets include:

 Changing shopper disposition towards the brand Establish solid purchaser impression
of Hamam being the No. 1 brand in the item class, particularly in the given item
contributions.
 Brand buying Intension: Motivating shoppers to buy the brand. Empower item
preliminary for non-clients, Develop rehash buy conduct for clients.
 Brand association: Making the clients partner the brand not just normal item. We need
the clients to connect the brand with freshness, magnificence, a loosening up experience
that gives a more pleasant and shining skin.

The long haul target is to create and keep up a loyal consumer base.

We will have various ads including various sections and item variations. The execution strategy
will be expressive and symbolism. Campaign execution will be powerful in persuading
shoppers regarding Hamam's quality and advantages. Symbolism execution will urge
customers to relate Hamam with the circumstance appeared in the advertisement, accordingly
acknowledging transformational request.

The different media vehicles utilized are: TV, radio, paper, boards, magazine, films, and sites.
The absolute spending plan dispensed for the battle will be Rs 50 Crore and will keep going
for 3 months from the dispatch date.

The business advancement will be utilized which will incorporate vendor promotions,
consumer promotions and sales force promotions. The crusade will likewise keep running on
an advanced stage because of expanded number of PDA clients and broad web infiltration in
India. We won't do any immediate promoting as selling soaps does not require any specialized
details. We will do different advertising occasions like question and answer session,
sponsorship, cause related and fun events.

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Chapter 1: Situation Analysis

1.1 Industry Analysis

FMCG Sector

FMCG is the fourth biggest sector in the Indian economy and is esteemed at about USD 49
billion starting at 2016 (according to IBEF). Family unit and Personal Care is the main section
representing half of the general market. This is trailed by Healthcare at 31% and Food and
Beverages comes next regarding piece of the overall industry at 19%. Under Household and
Personal Care, Hair care represents about 23% pursued by Oral consideration at 15%, Home
consideration at 6% and Skin care at 5%.

Fast moving consumer goods (FMCG) are items that are sold rapidly and at generally minimal
effort. Models incorporate non-strong products and sodas, toiletries, over-the-counter
tranquilizes, prepared sustenance and different consumables. In 2016, urban territory was the
biggest supporter of the general income produced by the FMCG segment in India with about
60% offer while the rest originated from semi-urban and provincial territories.

Historically, development in private Final consumption expenditure (PFCE) relates well with
development on non-sturdy products with a proportion of 0.8 occasions on a normal.
Consequently, going ahead, with the ostensible GDP expected to be at 11.5%, it is normal that
the FMCG business to develop by around 9-9.5% in FY18 according to Care Rating report.
Additionally, with Indian retail market being assessed to reach USD 1.15 trillion by 2020 from
USD 672 billion out of 2016 via CARE and current exchange anticipated to develop at about
20% per annum, it is relied upon to give an impulse to incomes of FMCG organizations going
ahead.

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 FMCG

Food Products Household &

Healthcare (31%)
(19%) Personalcare (50%)

Dairy products Over the Oral care

Counter(OTC)
Tea products & Ethicals Skin Care
Coffee Soaps & Detergents
Sugar Tooth powder
Vegetable oil shampoo
Bakery Products etc Hair Oil etc.

[Figure 1: Industry Structure]

The Indian Economy is flooding ahead significantly, keeping pace with fast urbanization,
expanded education levels, and rising per capita salary. The enormous firms are becoming
greater and little league organizations are getting up to speed also.

As per the examination directed by AC Nielsen, 62 of the best 100 brands are possessed by
MNCs, and the parity by Indian organizations. Fifteen organizations claim these 62 brands,
and 27 of these are possessed by Hindustan Unilever. Pepsi is at number three pursued by
Thums Up. Britannia takes the fifth spot, trailed by Colgate (6), Nirma (7), Coca-Cola (8) and
Parle (9). These are figures the soda pop and cigarette organizations have consistently avoided
uncovering. Individual consideration, cigarettes, and soda pops are the three greatest classes in
FMCG. Between them, they represent 35 of the best 100 brands.

A portion of the conspicuous players in the Food and Beverages and Household and individual
consideration section have been referenced underneath.

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[Table1: Major Players in the Industry]

• Marico 30%
Hair Oil • Dabur 19%

• HUL 47%
Shamp • P & G 27%
oo
• colgate 54.9%
Oral • HUL 30%
Care • Dabur 14%
• HUL 54%
Skin • Cavincare 12%
Care • Godreg 3%
• Dabur 60%
Fruit • Pepsico 30%
Juice

Source: IBEF - FMCG sector report

Demand Drivers

1 Demographic Advantage

 The developing Indian populace has additionally prompted increment in the 'acquiring
populace' (age bunch 15-60) of the nation. The extent of Indian people in the age gathering
of 15-64 years expanded from 55.4% in 1991 to 66.2% in 2016.
 Considering the huge size of the Indian populace, the lower middle age suggests a higher
number of working individuals in this manner unmistakably sketching out the colossal
winning just as burning through capability of the Indian people.
 Taking into record the age bunch underneath 25 years being one of the most noteworthy
spending age gathering, the present statistic elements are relied upon to support the retail
deals in India. The middle time of India is 26.7 years, one of the most minimal all around
in contrast with 37.2 years in the US, 45.8 years in Japan and 36.3 years in China.

2 Rapid urbanization

 A larger part of India still lives in 'towns'. This announcement no uncertainty remains
constant however the figures recommend that there has been a change in outlook of the
Indian people as far as country urban gap. The yearnings of higher pay, higher expectation

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 for everyday life and so on has drawn an ever increasing number of individuals from towns
to settle in towns and urban areas.
 This change from rustic to urban territories has prompted an expansion in the interest for
products (attributable to higher pay and regularly extending needs). The retailers,
particularly in the composed portion are along these lines focusing on the 'white collar class'
people by guaranteeing the accessibility of fluctuated items at different value reaches to
coordinate the requirements of a 'typical man'.
 Usually, most FMCG organizations centre on urban markets for worth and country markets
for volumes.
 Rural India represented around 33% of the absolute utilization pie in 2008, while the rest
was held by urban territories. In any case, starting at 2016, the offer contributed by semi-
urban and country sections has expanded to about 40% with the urban fragment as yet being
the biggest supporter of the general income created by the
 FMCG area in India representing an income portion of around 60%. In the previous couple
of years, the presentation of FMCG part in country regions has outpaced its exhibition in
urban territories.
 FMCG items represent practically about half of the all-out rustic spending.

3 Rising income levels & growing per capita expenditure

 In the last decade, Indian economy has progressed rapidly. Correspondingly, India’s per
capita GDP has gone up from Rs 71,607 in FY12 to Rs. 117,406 in FY17 at a CAGR of
10.4% fuelling a consumption boom in the country.
 Correspondingly, the per capita personal disposable income surged from Rs 73,476 in
FY12 to Rs 119,296 in FY17 at a CAGR of 10.2%. Also, the per capita private final
consumption expenditure too rose from Rs 40,250 in FY12 to Rs.68, 049 in FY17 at a
CAGR of 11.1%. The growth in country’s per capita GDP in turn has increased the
disposable income of the populace ultimately driving the country’s consumption.
 PFCE on food & non-alcoholic beverages increased to Rs 23,878,440 million in FY16
registering a CAGR of 12.3% between FY12 and FY16. Also, PFCE on non-durable goods
increased to Rs 32,555,820 million in FY16 from Rs 20,949,260 million in FY12,
registering a CAGR of about 11.7%.

4 Rising growth in number of nuclear families

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 The rapid growth of population, increased urbanisation and the unavailability of large real
estate spaces have led to the growth of nuclear families in the country. The average number
of person per household has reduced from 5.6 in FY81 to 4.9 in FY11.
 The growing number of households has not only pushed the demand for necessities but the
combined mix of greater purchasing power and willingness to spend has resulted in the
nuclear family’s shifting focus towards luxury/semi-luxury products. This has thus led to
the emergence of modern retail formats such as specialty retail, luxury retail etc.

5 Growing female working population

 On the backdrop of growing Indian economy during the recent years, the participation of
female workforce in the country’s economic activities has increased considerably. The
proportion of the female workforce which accounted for 26% of the country’s workforce
in FY71 has scaled to 31% during FY11.
 Notably, the percentage of working women involved in the organised industrial activities
too has increased from 27% in FY81 to 47% in FY11.
 The higher purchasing power in the hands of ‘working-women class’ compared to the
housewives enhances the ability of the former to spend much more comparatively
increasing the demand for cosmetics, toiletries among others.

6 Desire to experiment with brands: Demand has picked up with new brands coming in
regularly with new product launches Evolving consumer lifestyle: Growing aspirations and
higher standard of living has led to the bandwagon effect increasing demand for FMCG
products

7 Growing rural market: Good rainfall, higher farm incomes has led to growth in rural
demand

8 Growth of modern trade: On back of organised retail and commerce

9 Strong distribution channels: FMCG companies have established strong distribution

channels to reach out to smaller cities and towns (tier II & tier III cities). Also, customization
of products is done for lower income groups. For e.g.: Making FMCG products available in
smaller quantities (Sachets)

10 Emergence of online grocery stores – Grofers, BigBasket etc.

11 Greater awareness of availability of various products, brands

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12 Government reforms to encourage FDI and market sentiments

Soap Industry

The Personal Care Products (PCP) industry in India is evaluated to be worth ~USD 4 bn p.a.
Individual cleanliness items (counting shower and shower items, antiperspirants and so forth.),
hair care, healthy skin, shading beautifying agents and aromas are the key sections of the
individual consideration showcase. Every one of these fragments displays its remarkable
patterns and development designs. For instance, the biggest fragment of individual cleanliness
items, generally overwhelmed by bar cleansers, has developed at ~5% p.a. in the course of the
most recent five years. In correlation, the second biggest fragment, hair care items has seen an
a lot higher development of ~9-10% p.a. during a similar period.

 The hair care market can be fragmented into hair oils, shampoos, hair colorants and
conditioners, and hair gels. The coconut oil market represents 72% offer in the hair oil
showcase.
 The healthy skin market is at an essential stage in India. With the adjustment in ways of
life, increment in dispensable earnings, more prominent item decision and accessibility,
individuals are waking up about close to home preparing.
 The oral consideration market can be divided into toothpaste – 60%; toothpowder – 23%;
toothbrushes – 17%.

Soap was presented in India by the Lever Brothers during the British system in the nation.
From there on Soaps were imported from England and showcased in India. Anyway the main
neighbourhood cleanser fabricating unit was set up by Mr. Jamshedji Tata in Cochin, Kerala
in the year 1918. Soaps assume a helpful job in reviving, supporting, and extolling the skin.
Our skins are day by day assaulted with singing sun, drying winds, gnawing chilly climate,
microscopic organisms and soil while doing our day by day exercises. Soap expels dryness and
unpleasantness of skin somewhat by keeping earth, sweat and smell under control in this
manner, making you feel perfect, new and animated after each utilization. Prior, the Indian
Soap market was commanded by a couple of soap brands. By and by, there are a horde of
cleanser brands out there, which are appropriate for each skin type. India has one of the most
created soap showcases and is overwhelmed by various worldwide brands and furthermore a
significant number real residential organizations. Probably the most prevalent soap brands in
India incorporate Dove, Pears, Lux, Cinthol, Lifebuoy, Liril, Medimix, Rexona, Nirma, Dettol,
Fiama, Santoor, and so on.

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The soap showcase in India expanded at a compound yearly development pace of 12%
somewhere in the range of 2004 and 2009. The bar cleanser portion drove the soap showcase
in India in 2009, with a portion of 99.3%. soap Market in India to 2014 (Personal Hygiene) is
a far reaching asset for cleanser advertise information from 2004 to 2014 and
showcase/organization shares for 2008-09. The soap showcase in India which was once just
limited to the urban areas however has now secured basically the remotest corners of the nation.
The regularly expanding interest for individual consideration items in India is for the most part
because of the sizable populace, more noteworthy cleanliness concerns and the rising salary
levels of the individuals. Indians per capital utilization of soap is around 460 gms.

Top Soap Brands in India

 Lux
 Dove
 Pears
 Dettol
 Lifebuoy

The Indian soap market is led by three noteworthy giants; Hindustan Unilever Limited, Godrej
and Nirma. These three organizations represent 88% of the all-out piece of the pie in India.
H.U.L. with its brands like Lux and Lifebuoy has commanded the Indian cleanser industry
since the most recent couple of decades.

The present essential point of the top soap brands in India today is to extend the quantity of
provincial buyers since the rustic buyers comprises of 70% of the all-out populace of the nation
. The cleanser business has infiltrated in 98% of Indian family units. The top soap products in
India are positioned by use and prevalence since individuals having a place with various sorts
of social orders utilize various brands of soap. The top soap organizations are uncommonly
delivering cleansers under the rebate portion implied only for the rustic regions focusing on the
supreme lower salary buyers.

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[Figure 2: Market share of soap brands in India]

Source: https://www.researchonglobalmarkets.com/soap-market-in-india-2017.html

Soaps, in spite of their disparate brands, are not very much separated by the shoppers. It is
thusly, not clear in the event that it is the brand dependability or experimentation attracted by
high volume media battle, which support them. An outcome is that the market is divided.
Clearly this must prompt an exceptionally focused market. Soap, when just a urban wonder,
has now infiltrated for all intents and purposes all territories including remote country zones.
The steady request streams from populace increment and ascend in utilization standard have
affected all things considered by a more prominent worry for cleanliness. Expanded deals
incomes would likewise grow from up degree of value or per unit estimation of the item.
Factors prone to empower soap utilization in India are:

• More taught and mindful purchasers.

• Growth of numerous channels of Media.

• Improvements in Supply chain and correspondences organize.

• Innovative R and D for crude materials and completed items.

• High speed bundling machines and alluring bundling materials.

• State of the workmanship innovation to improve profitability and lessen cost.

• Increasingly skilled promoting and statistical surveying offices.

• Liberalization of market and organized commerce.

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• Increasing levels of Incomes

• Greater familiarity with items, brands

• Growing rustic market

• Evolving buyer way of life

• Desire to explore different avenues regarding brands

• Availability of online markets

Key Concerns of the Sector:

• High Inflation

• Rising expenses of Inputs

• Emergence of residential players

• Counterfeits and pass-offs

• Infrastructure Bottle neck

• Rupee Depreciation and different other financial parameters.

PESTEL Analysis

Political:

The Government of India has also been supporting the rural population with lot of schemes
like higher minimum support prices (MSPs), loan waivers, and disbursements through the
National Rural Employment Guarantee Act (NREGA) program. These measures have helped
in reducing poverty in rural India and gave a boost to rural purchasing power. Investment
approval of up to 100 per cent foreign equity in single brand retail and 51 per cent in multi-
brand retail will change the market space.

Industrial licenses are not required for almost all food and agro-processing industries, barring
certain items such as beer, potable alcohol and wines, cane sugar, and hydrogenated animal
fats and oils as well as items reserved for exclusive manufacturing in the small-scale sector.
Under the “Make in India” initiative, setting up of a manufacturing plant has become quite
easy. Single window clearances have been set up. There is a stable government at the center

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which helps in doing smooth business, supports economy which will help in growing of the
sector.

Economical:

The economy of India has been altogether steady, since the progression change strategies in
1991. According to the approach, decreases in mechanical permitting, progression of remote
capital, development of FIBP, etc, has brought about a steady improvement of India's monetary
condition. The expansion rate is of incredible worry in the present day situation. The repo rate
which is the bank loaning rate additionally influences the business both in immediate and
roundabout ways. The lifting of exchange limitation has driven the client to browse the wide
scope of items. The organizations would now be able to search for providers for crude materials
from everywhere throughout the world and can import in a basic manner.

Social:

The social variables allude to any adjustments in patterns which would affect a business
situation of the nation. For example, the ascent in India's maturing populace is bringing about
a significant ascent in annuity expenses and increment in the work of more established
labourers. The seventh compensation commission will build the livelihoods of the
administration representatives which will expand their discretionary cash flow. India has a
populace of more than 1.2 billion individuals with about 70% between the ages of 15 and 65.
In this manner, there are structures with rates as indicated by age. These structures contain
fluctuating adaptability, in instruction, work frames of mind, salary appropriation, etc.

Technology:

Innovation altogether impacts item improvement and furthermore presents new cost-front line
assembling and administration forms. India is presented with both 3G and 4G innovation which
has encouraged a few of their mechanical ventures. Besides, the nation additionally has one of
the most grounded IT parts on the planet, advancing steady IT improvement, programming
redesigns and other innovative headways. The proficient innovation empowered activities the
executives has prompted an expansion conveyance of items the nation over. Items would now
be able to be made in shifted sizes, shapes and mix of various flavours and hues.

Environmental:

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In the ongoing past, various lawful changes have been executed in India, for example, reusing,
the lowest pay permitted by law increment and handicap separation, which has legitimately
influenced organizations there. In any case, with regards to condition, the nature of air in India
has been unfavourably influenced by industrialization and urbanization, likewise bringing
about medical issues. Subsequently, there have been foundations of ecological weight
gatherings, clamour controls, and guidelines on waste control and transfer.

Legal:

Products and Service Tax (GST), which will supplant the numerous circuitous assessments
collected on FMCG segment with a uniform, disentangled and single-16 ounces tax collection
framework. The pace of GST on administrations is probably going to be 18%. A quick move
to the proposed GST may decrease costs, reinforcing utilization for FMCG items. Work laws
have been loose and the land securing procedure has been simple. Different expense exceptions
have been given for the initial couple of years to advance assembling.

Porter 5 Force Analysis

 Threat of new Entrants: The Indian soap Industry is described with unobtrusive section
and leave obstructions. Incorporated plan of action and expanding capital necessity in the
business confines the passage of new contestants. Gigantic ventures occur in setting up of
circulation systems and advancing brands and rivalry from set up organizations. Spending
on Advertisements is over the top expensive.
 Threat of Substitutes: Being a basic ware the interest for buyer items is versatile or
tolerably flexible. Numerous brands are situated with limited item separation.
Organizations entering this classification are attempting to pick up piece of the overall
industry contend on estimating which builds items substitution. Thus, danger of substitute
is high in the business.
 Bargaining power of supplier: Due to the long haul associations with providers and so
on. Soap organizations arrange better rates during times of high info cost swelling.
Enormous soap organizations can direct their costs through nearby sourcing from a divided
gathering of key product providers.
 Bargaining power of consumer: High brand reliability for some soap, in this manner
demoralizing clients' item move. Be that as it may, low exchanging expense and forceful
showcasing procedures under serious challenge inside the organizations, actuate clients to
switch between items, in this way driving an incentive for cash bargains for purchasers.

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 Competitive Rivalry: Competitiveness among the Indian soap organizations is high. With
more MNCs entering the nation, the industry is exceptionally divided. Publicizing use
keeps on developing and showcasing spending plans just as systems are winding up
progressively forceful.

1.2 Competitive Analysis of HUL

With more than seven brands LUX, LIFEBUOY, HAMAM, REXONA, BREEZE, DOVE and
PEARS, HUL has 54.3% portion of the general soap market. HUL is India's biggest Fast
Moving Consumer Goods Company; its adventure started 75 years back, in 1933, when the
organization was first fused. The organization mixing the lives of two out of three Indians with
more than 20 unmistakable classes in Home and Personal Care Products and Foods and
Beverages and furthermore one of the nation's biggest exporters. HUL's brands Lifebuoy, Lux,
Surf Excel, Rin, Wheel, Fair and Lovely, Pond's, Sunsilk, Clinic, Pepsodent, Close-up, Lakme,
Brooke Bond, Kissan, Knorr-Annapurna, Kwality Wall's - are commonly recognized names
the nation over. They are made in more than 40 processing plants crosswise over India. In the
Rs7, 000 crore by deals soap advertise, HUL's piece of the overall industry has dropped to
54.3% in March 2008 from 55.9% in March 2006.

Category Size (in lakhs tonnes) Major Brands

Economy Soap 2.3 Lifebuoy, Godrej No. 1,
Nirma
Popular Soap 2.2 Cinthol, Lux, Breeze,
Hamam, Rexona, Margo
Premium Soap 0.8 Pears, Dove, Santoor, Liril

Competitors

I. Godrej Consumer Products

GCPL, India's second biggest soap creator after Hindustan Unilever Ltd, has about 9.2% piece
of the pie. With 11% piece of the pie in worth terms, it is the second biggest cleanser producer
after Hindustan Unilever. Godrej Consumer Products (GCPL) is a noteworthy player in the
Indian FMCG showcase with authority in close to home, hair, and family unit and texture care
sections. The organization is one among the biggest advertiser of can soaps in the nation with
driving brands, for example, CINTHOL, FAIRGLOW, NIKHAR, and ALLCARE. Fairglow

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brand, India's first Fairness soap, has made promoting history as one of the best advancements.
It is likewise the favoured provider for contract assembling of latrine cleansers, some of which
are the most notable brands in the nation. Cinthol the well-known and much-adored brand of
Godrej Consumer Products Limited (GCPL) have been a most loved of individuals for a long
time. Every single distinctive soap in its range are having feel-crisp aroma and high TFM
record. Cinthol's range covers a financial Lime-new, the medium deo-cleansers (zest, lime,
cologne and the new 'sport') and a marginally costly ―Cinthol-Original. Godrej has now
propelled the improved Cinthol go. Cinthol now offers a deo-scope of soaps, powder and deo-
showers in three energizing scents - Classic, Cologne and Sport in an in vogue new bundling.
It likewise offers Cinthol new soap and Cinthol Regular soap with new energizing bundling.
The new Cinthol range brings 24-Hour Confidence through Active Deo Formula, which
controls stench, Powerful DryShield that ingests sweat, UltraScent Technology for dependable
scent and Freshness that renews you 24x7. The new range will be accessible the nation over at
present day retail and different outlets and will be upheld by high-sway promoting on TV, print,
out-entryway, on-line and radio.

II. Wipro

In the Indian market, Wipro is an innovator in giving IT arrangements and administrations to

the corporate section in India. Wipro additionally has a beneficial nearness in specialty market
sections of foundation building, and buyer items and lighting. Wipro has made a huge securing
in the Consumer Care business. The nearness of Wipro in the latrine cleanser industry can be
seen through their brands, for example, SANTOOR and CHANDRIKA. With industry driving
natural development rates and the obtaining, Consumer care business has arrived at a Revenue
run rate in overabundance of $100 million for each quarter. Santoor is the leader brand in the
Wipro Consumer Care and Lighting stable and the second biggest brand of soap in India in the
prominent section of the class. The brand appreciates too many years of trust since its dispatch
in 1986 and has become included among the top brands in the Country in a seriously aggressive
market. A large number of ladies the nation over have found the mystery of more youthful
looking skin with Santoor. It is a really one of a kind soap that joins the integrity of
characteristic fixings - Sandal, Turmeric and regular Skin Softeners. Shoe gives a cooling and
relieving impact that relax skin, while turmeric controls arrangement of skin obscuring colors
like melanin, to give skin a brilliant sparkle.

III. Procter and Gamble India

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Procter and Gamble India (PGHHCL) was consolidated in 1964 after Procter and Gamble, US,
procured Richardson Vicks, US. Some time ago known as Richardson Hindustan (the Indian
Subsidiary), it was later named as P&G. It changed its name again in 1998 to Procter and
Gamble Hygiene and Health Care so as to mirror the nature and character of the matter of the
organization. During 2004-05 the organization has expanded its introduced limit of Soaps and
Detergents and Toilet Preparations and so on by 36500 Tons and 263 Tons separately. With
this extension the absolute introduced limit of Soaps and Detergents and Toilet Preparations
and so forth has expanded to 108500 Tons and 5875 Tons separately.

IV. Nirma

Fused as a private constrained organization, Nirma was changed over into an esteemed open
organization and after that to an open restricted one in Nov.'93. Nirma has an administration
nearness in Detergents, Soaps and Personal Care Products. To have a more noteworthy control
on the quality and cost of its crude materials, Nirma embraced in reverse coordination into
assembling of Industrial Products like Soda Ash, Linear Alkyl Benzene (LAB), Alfa Olefin
Sulphonates (AOS), Fatty Acid, Glycerine and Sulphuric Acid. During 1996-97, Nilnita
Chemicals, Nirma Detergents, Nirma Soaps and Detergents, and Shiva Soaps and Detergents
were amalgamated with the organization. The organization made 'Nirma Consumer Care Ltd.'
- a completely possessed backup on 22nd Aug.'97, which is the sole licensee of the brand name
'Nirma' inside India. Nirma appreciates a portion of 6.74% in Soaps.

V. ITC

ITC, the nation's biggest cigarette producer, entered the section a year ago and has made a solid
progress in a brief span. As indicated by AC Nielsen, its offer has developed to 1.75% in only
five months in spite of the way that a considerable lot of its brands, for example, Superia, Fiama
Di Wills and Vivel are right now sold in just six states.

1.3 Buyer Analysis

The name Hamam rapidly ended up synonymous with freshness and engaged ladies in the age
gathering of 28 to 35 years, who had the yearning to look youthful and new however possessed
little energy for themselves. It turned out as a solid experiential brand. Hamam was never
focused at the adolescent; it was a brand that had an energetic symbolism. It essentially obliges
an exceptional market (urban ladies in the higher financial class) where clients incline toward
a superb washing soap giving freshness.

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Buying Decision Process

As an item, soap falls into the low association item classification, for example purchasers don't
research or advance a noteworthy basic leadership exertion when purchasing such items. As
such, they naturally purchase the item and there is little association in the purchasing procedure.

Soap satisfies the fundamental motivation behind body purging. It offers utilitarian advantages
running from evacuating personal stench, eliminating germs, securing the skin, expulsion of
earth, and so forth just as numerous mental advantages, for example, "feeling excellent"
(Dove), "smelling man-tastic" (Old Spice), "child delicate skin" (Johnson's, etc. Purchasers
select the item dependent on their conviction on whether it can satisfy the advantages they look
for from it.

The steps involved in buying process are as below.

Buy new or change current soap

Ads and in store promotions

Comparison between brands

Purchase the Soap

Word of mouth

Source: https://www.business2community.com/consumer-marketing/six-stages-consumer-buying-
process-market-0811565

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In such a low contribution, high buy recurrence item, shoppers don't put an excess of assets
into the basic leadership process. No extraordinary endeavors are made for data gathering
except if a quite certain utilization or item highlight is wanted. A knowledgeable buyer may
peruse the elements of magnificence soap before the buy happens. Simultaneously purchaser
with lesser instruction level may choose to purchase the item because of alluring bundling. The
last two phases of elective age and assessment just as definite decision and buy may even
happen in the store itself.

Decision Criteria

Today, the superior part of the arrangement purging business sector is moving to skincare
benefits. Purchasers redesign from the economy fragment to the exceptional section because
of expanded yearnings and reasonableness. Proceeded with pay development combined with
expanded ability to spend brings about buyers' up-exchanging, making interest for higher
valued and expanded usefulness (genuine or saw) items. Numerous purchasers climb the
stepping stool and move from essential "need" to "need" based items. Also developing conduct
and accentuation on excellence, wellbeing and health sees expanded necessities for redid and
progressively pertinent item contributions.

Here are a portion of the elements which impact the buy of body soap by buyers:

I. Gender – Gender has a task to carry out in light of the fact that numerous brands today
have progressed toward becoming sexual orientation explicit and situated themselves
appropriately. Bird is ordinarily observed as the soap for females while Park Avenue for guys.

II. Number of Users – Purchase choice is influenced by the quantity of clients. For
instance, a solitary female would buy the soap which best suits her needs while a lady who
buys it for her family may choose one, for example, Lifebuoy.

III. Price – Since the buy recurrence is high, cost of the item turns into a significant thought
in purchaser choices. Customers additionally say something the factor of value versus item
lifecycle.

IV. Product Features – Attributes, for example, aroma, size, shape, shading, surface,
constituents (made of saturating cream/gel/home grown/and so on,), foam, enduring, bundling
which match shopper needs influence the buy.

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V. Product Benefits – Consumers buy the soap which they accept will satisfy the practical
and mental advantages they look for from it. Utilitarian advantages incorporate how the soap
influences their skin, the scent it gives, purifying properties, etc. Mental advantages incorporate
how the item makes them feel on utilizing it.

VI. Variety – The item classification is with the end goal that there is tremendous challenge
and enormous extension for giving numerous variations. HUL's image Lux has a few
variations, for example, Lux almond, sandalwood, rose, rich white, global, etc. Shoppers search
for more assortment in settling on their decision.

VII. Brand and Endorser – Most customers are regularly brand faithful and only from time
to time change the soap they use. The decision of brand likewise relies upon the brand endorser,
particularly since an ever increasing number of organizations use VIP supports for their brands.

VIII. Promotions – Many multiple times, the buy choice happens in a spontaneous way in
the store, just known as motivation purchasing. This particularly happens when there are value
limits or exceptional ideas on the item.

1.4 Company Analysis

Hindustan Unilever Limited (HUL) is an Indian customer products organization situated in

Mumbai, Maharashtra. HUL was built up in 1933 as Lever Brothers and, in 1956, wound up
known as Hindustan Lever Limited, because of a merger between Lever Brothers, Hindustan
Vanaspati Mfg. Co. Ltd. also, United Traders Ltd. Hindustan Unilever's dissemination covers
more than 2 million retail outlets crosswise over India legitimately and its items are accessible
in over 6.4 million outlets in the nation. According to Nielsen statistical surveying information,
the vast majority of Indians use HUL items.

With more than 35 brands spreading over 20 unmistakable classifications, for example, soaps,
cleansers, shampoos, healthy skin, toothpastes, antiperspirants, makeup, tea, espresso, bundled
sustenances, frozen yogurt, and water purifiers, the Company is a piece of the regular day to
day existence of a great many buyers crosswise over India. Its portfolio incorporates driving
family unit brands, for example, Lux, Lifebuoy, Surf Excel, Rin, Wheel, Fair and Lovely,
Pond's, Vaseline, Lakmé, Dove, Clinic Plus, Sunsilk, Pepsodent, Closeup, Ax, Brooke Bond,
Bru, Knorr, Kissan, Kwality Wall's and Pureit.

The Company has around 18,000 workers and has an offers of INR 34619 crores (money
related year 2017-18). HUL is a backup of Unilever, one of the world's driving providers of

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Food, Home Care, Personal Care and Refreshment items with deals in more than 190 nations
and a yearly deals turnover of INR 4,349.68billion in 2017. Unilever has over 67%
shareholding in HUL.

The activities include more than 3700 providers and partners. HUL's dissemination system
containing around 6800 redistribution stockiest, covering 8.4 million retail outlets arriving at
the whole urban populace and around 390 million rustic purchasers. HUL isn't just
concentrating on wellbeing and cleanliness training, ladies strengthening and water the
executives yet additionally associated with instruction and restoration of extraordinary or
oppressed youngsters, care for the down and out and HIV positive and country improvement.

[Figure 3: Product Mix of HUL]

Source: https://www.slideshare.net/vibhoragarwal9693/product-mix-of-hulbest-ppt

STP Analysis

Segmentation: We are adopting benefit-based segmentation approach here. The market is

segmented as:

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 Benefit Beauty Natural Cream Medicinal Glycerin Basic
Sought Cleansing
Example Lux Haman, Dove Savlon, Pears Lifebuoy,
Margo,
Medimix Dettol Liril
Targeting: Target for Hamam would be Households, it is targeted as a family soap.

Positioning: Hamam has been positioned on the basis of Attributes & Product Benefits.
Hamam was initially positioned as a complete natural family soap. The brand was built on its
trust factor. The ads focussed on mother and child explaining the meaning of trust with the help
of Hamam. The brand changed its positioning as the time passes.

Brand Positioning

Hamam is to a greater extent a characteristic soap than home grown. The brand have a piece of
the overall industry of around 9-10 percent of the Rs 4000 crore Indian soap market. The brand
has an immense piece of the overall industry (over 25%) in the Tamilnadu advertise.

2006-07 saw an adjustment in the correspondence of the brand. The brand never again
discusses trust yet now situating itself as a marvel upgrading soap. The brand has now turned
out with a variation that contains green gram, turmeric and shoe .The shade of the soap likewise
has changed to shoe from the customary green shading. This move is a stamped deviation from
the well-established situating of the brand as a characteristic green soap.

Brand Image (Brand Personality)

Cheerful, Energetic, Lively, Fun-loving, Self-expressive, Modern, Progressive. The brand
image should be signifying the confident female youth of rural areas and small towns.

SWOT Analysis

Strengths: Weaknesses:
 First soap to make use of natural  Focus only on the use of natural
ingredients ingredients in soap, and not on the direct
 25% market share in state of Tamil Nadu advantages as such of using it
 Available in three variants - Sampoorna  Perceived to be an herbal soap instead of
Snaan, Hamam Scrub Bath and a natural soap
Abhyanga Snaan  Weak brand in terms of branding as
compared to other soaps

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  Soap embodies traditional skincare
practices
 Popular advertising and marketing, and
good distribution

Opportunities: Threats:
 Hamam has a heritage for using ancient  Dominance only in southern states,
time-tested rituals for skin care in its soap especially Tamil Nadu. Weak presence in
Cheap price, can target a wider range of other parts of the country.
market  Stiff competition from various brands
 Hamam Soap is highly recommended to offering the same ingredients and
allergic patients and people suffering benefits.
from skin problems
 Tie-ups with hotels, restaurants,
institutions

1.4.1 Review of Previous and Current Promotion Programs for the Product or Service

After its launch in 1934, Hamam soaps became a household name in India, becoming a 300-
crore brand. It was built as a complete natural family soap. The main factor in the promotion
programs of Hamam was focused on trust. The earlier ads of Hamam typically showed Mother
and child with mother explaining the meaning of trust using the example of Hamam. It also
emphasized the emotional bonding again between a mother and a child to highlight the
protection aspect.

The Downfall

Hamam before long confronted the challenge from other natural/ayurvedic soaps like Medimix.
The brand attempted to change its situation by changing the arrangement by including Neem
fixing and decreasing the TFM. Yet, that decrease of TFM precluded Hamam as a soap and the
brand lost huge numbers of their reliable clients.

After such an occurrence, HUL attempted to give a makeover to the brand by including more
fixings. It discusses having an ideal equalization of Neem, Tulsi and Aloe Vera removes. The
bundling was made increasingly contemporary and the shape was made oval. From trust, it has

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now changed itself as a marvel upgrading soap. It changed its fixings again with a variation
containing green gram, turmeric, and shoe. The shading or the soap was likewise changed and
this move digressed from the deep rooted situating of the brand as a characteristic green soap.

New Positioning

In the wake of understanding that the brand is common and developing in the territory of Tamil
Nadu just, HUL engaged and constrained its market to Tamil Nadu. Additionally, other HUL
brands command the market in different parts consequently, publicizing was done distinctly in
southern India. The organization attempted to give the brand another character for the most
part of south India by focusing on them through commercials in local language. This time the
brand as opposed to concentrating on normal, it concentrated on social issues like ladies
wellbeing and strengthening in its new crusade.

Proposed Strategy

The underlying situating of Hamam is as yet carved in the brains of the clients. The old
symbolism and the promotions are famous among a portion of purchasers who have now turned
out to be old. For the more up to date age, they may have seen the ladies wellbeing advert yet
not the mother-kid one.

In this fragment, the immediate contender of Hamam would be Medimix, which was propelled
in 1969 by Avacare. The two items have nearly similar contributions. Hamam can make an
unmistakable separation from Medimix as the last has its old and reliable brand picture. The
present crusade of Hamam was the #GoSafeOutsideClass battle, where it instructed ladies to
act naturally dependent. Hamam ought to again attempt to concentrate on dish India instead of
only one state. Since the soap advertise in India is exceptionally entered with a large number
of brands, Hamam needs to obtain the piece of the overall industry of other powerless brands
so as to support itself.

1.4.2 Communication objectives

The brand wants to change its positioning from just a natural neem family soap to an anti-
bacterial protection soap. That’s why the company has chosen the women empowerment
themes in their recent campaigns.

1.4.3 Communication Mix

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The organization has utilized different types of ads, for example, print media, TV ads, Radio
promotions, and hoardings. The organization has likewise utilized danglers, rack talkers, flex
and flags in urban territories and in provincial zones, divider painting on shades and on bikes
and divider and screen openings.

The battle was begun remembering a timespan of complete a month. The mixed media battle
utilizing TV, out of home media, multiplex, shopping centres, office complex and so forth was
finished. The sponsorship by the brand was one in approx. 40 motion pictures of different sorts
to amplify the scope. They additionally supported notices in motion pictures, music and news
and amusement channels to cover a more extensive crowd. Normal 81 commercials spots for
every day were made on the TV slots. Along these lines, the organization attempted to impart
its new subject.

There was additionally a business advancement offer where ₹1 off was given on new item
dispatch and energizing exchange offers were given to brokers as exchange deals advancement.
The month-long appropriation plan helped the brand to resuscitate and arrive at all over the
mass market.

1.4.4 Communication Strategies & Tactics

The fundamental objective group of spectators being moms, the brand's correspondence has
been around Hamam being a customarily passed on soap from mother to little girl, relative to
little girl in-law. Hamam has a solid toehold in the southern locale of India.

Hamam needs to impart an awareness of other's expectations to have a beneficial outcome to

individuals' skin, yet in addition their everyday lives. With the new #GoSafeOutside crusade,
the brand needs to help improve the feeling of security individuals feel when they are outside:
by bringing issues to light, kick beginning discussions and encouraging arrangements.

The crusade goes for effectively empowering and enabling young ladies to have a sense of
security and certain. Enable them to guard themselves in unsavoury circumstances, making
them solid and independent.

The crusade thought helps the brand Hamam assume a functioning job in making lives more
secure. Hamam, with its new 360-degree coordinated battle, guarantees moms that from here
on, their wellbeing isn't simply confined to their skin in light of the fact that #GoSafeOutside
is a crusade that contacts secure their lives similarly as the slogan states, You Safe, Your Skin
Safe.

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The brand has intentionally fixated the story on self-preservation delineated through the
antiquated military specialty of 'Silambam'. A centuries-old practice, frequently confined to
men, Silambam is the ideal envoy for a brand established in age-old knowledge however
similarly pertinent today.

The prior battles were about the item benefits. The brand needed to step stool that advantage
and give some progressively generous incentive to the correspondence system. The brand
likewise conveys the advantages of Neem as it shields the skin from residue and germs and that
is the characteristic brand advantage, which has been taught for ages now.

For this crusade the brand proceeded to address ladies in Tamil Nadu. They found that ladies
there feel that the world is changing and they should remain steadfast and be dealt with
similarly. This originated from the moms who need their girls to do a similar thing as their
children do, in the case of doing likewise employments or going to BPOs around evening time.

Like this, the entire thought of urging mothers to enable their girls to end up more grounded
and the crusade was shaped.

The brand has likewise turned out with self-preservation system recordings on its advanced
page to enable ladies with techniques to secure themselves. Alongside the self-protection
recordings, the brand is working with applicable specialists to distinguish areas in Chennai
where wrongdoings against ladies have been repeating. The brand alongside the office will set
up boards in hazardous areas, fitted with CCTV cameras that catch live feed of the surroundings
in an offer to dissuade frauds. The plan is to likewise attempt and give ladies moment,
immediate and dire access to help through a ready component that arrives at the experts.

One would likewise get the opportunity to see enactments and on-ground camps where the
brand will visit networks and discussion about the significance of self-protection. The brand
additionally has an alternate bundling now. At interims, the brand will change the bundling of
the Hamam packs, showing self-protection methods.

In the advertisement, the mother is troubled of sending her little girl to educational cost classes
alone. Along these lines, she goes with her yet she isn't searching for a momentary fix. She
needs her little girl to have the option to battle the world alone thus concedes her to Silambam.
What's more, her little girl's adventure winds up simpler when she has a sound skin.
Furthermore, what can give her sound skin? Hamam.

1.4.5 Media Strategies

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This time around, the brand has gone a step higher as well as wore another character inside and
out. The brand, with the most recent promotion battle, has not just presented another thought
of ladies' security but at the same time is placing in endeavours to make it a reality.

Since the brand has attempted to hang out in the market by its one of a kind subject, a solid
media plan is additionally backing the whole idea. As a major aspect of the battle, the brand
will recognize some prime areas in Chennai where the recurrence of wrongdoing against ladies
has been repeating.

The brand intends to set-up CCTV empower bulletins in the zones to catch a live feed of
encompassing zones.

Aside from that, the brand will direct intuitive sessions to teach individuals about the
significance of self-preservation. The media plan additionally incorporates an adjustment in
the bundling of the item. Presently, Hamam Soap packs will accompany helpful self-protection
tips for ladies.

Page 29 of 45
Source: https://bestmediainfo.com/lite/2018/11/how-80-year-old-hamam-is-taking-on-new-
age-ayurveda-centric-soap-brands/

Chapter 2: Integrated Marketing Communication Plan

2.1 Advertisement
2.1.1 Target Market, Positioning Strategy and their Rationale
Any product is positioned with a certain image and perception in the customer’s mind. This
positioning depends vitally on the customer segments based on their demographics, income
level, location, etc. So, considering the above factors, the Segmentation and Targeting strategy
can be devised as follows:

Segmenting and Targeting Strategy

The customer segmentation has been done based on following:

1. Age group

Segment Age group (in yrs)

Kids 7 – 12
Teenagers 13 – 18
Adults 19 - 45

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  Kids: As the soap is proposed to be rich in natural herbs like neem and Tulsa, mothers
can be targeted in order to buy the soap for their child’s good health.
 Teenagers: As the soap is positioned as a healthy as well as a beauty soap, teenagers,
generally having the urge to look good, can be targeted as well.
 Adults: Hamam soap has an image of a family soap i.e. it can be used by all. Hence,
this makes it a strong product in the market. People in the age bracket of 35 to 45 do
care about the age factor for looks. Hence, this soap can be targeted towards them as a
solution for healthy skin.
2. Income
 India’s gross national per capita income is around Rs. 138,087 which places it in the
lower – middle income group as per the World Bank categorization of the countries.
Hence, looking to this point, right now the product can be targeted towards the middle
and upper middle segment of the income group.
3. Geographic

The Indian cities have been classified in three categories (X, Y and Z) based on the population
level and the HRA (House Rent Allowance) as advised by the Sixth Central Pay Finance. Based
on this, we can target this product in the X and Y category of cities. The Z category can also be
targeted in the later stages once the product gets a boost in the X and Y cities.

Positioning Strategy

 Hamam soap was positioned as a Trustworthy soap base on the natural ingredients it
has. So, it targeted the mothers as product which is safe for their children and Protects
them from surrounding harms.

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  Gradually, HLL changed it’s positioning on a similar track as a soap with Natural
ingredients which is completely Honest in its offerings.
o Example: The TV commercial where a young boy asks his mother about the
Honesty and she explains it with the example of Hamam soap’s honest product
offering.
 New Positioning: Apart from having an image of honest and natural product, we would
like to position Hamam soap as product which also caters to the basic need of a soap
i.e. Freshness and Beauty soap.
 We would like to showcase that the strength of Hamam i.e. natural ingredients are
indeed instrumental in facilitating a fresh and beautiful skin.
 This will help to target a broader customer segment and at the same time using the
perception of natural product as a strength to expand further as people today are more
health conscious and thus, inclined towards herbal and natural products.

2.1.2 IMC Objectives and Strategies

The following objectives have been identified in order to position Hamam as one of a kind
product that serves the purpose of the customers:
 Awareness and Attention: Though Hamam is a known brand, awareness has to be
generated regarding its offerings and benefits and the attention must be drawn about
how it is a family soap i.e. can be used by all soap.
 Action Orientation: This objective is to motivate and urge the customers to purchase
the product and convert the customers into the loyal customer segment. This will lead
to higher sales and profitability as well as increased market share.
 Brand association: As mentioned earlier, we want Hamam soap to be perceived not
only a natural and trustworthy brand, but also a product that caters the need of beauty
and freshness. This will certainly help in expanding the target segment.

2.1.3 Creative Recommendations

Advertising Objectives
The short-term goals are to be defined in order to evaluate the immediate effect of the
advertisements. These goals (preferred to be achieved within a short span of time) are as
follows:

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  Brand awareness: Increase by 20%
 Conversion from reach and engagement to purchase: 15%
 Sales: Increase by 12 – 15%
 Customer Targeting: Broader segment than previous campaigns
 Perception: (Natural & Trustworthy) + (Freshness & Beauty).

Message Strategy
 The messaging strategy corporates the 5 human senses as the product is more towards
the experiential product category wherein the skin enrichment, freshness, fragrance and
protection from surrounding germs is offered. Hence, the Sensory Message Strategy
will be used in this case.
 Soap as a product is purchased in order to give yourself a sense of cleanliness and
freshness and thus caters to the need of ‘life’s little treats’ and gives you the in-moment
satisfaction and pleasure. Thus, the Moment of Pleasure also needs to be emphasized.

Message Appeals
Emotional Appeal will be used in this case due to the following reasons:
 People now days are more health conscious and thus want to move towards the nature.
The reason for this is the increased usage of unnatural ingredients like chemicals, fatty
acids, etc. which are harmful for the body. Hence, an emotional appeal can be made
which showcases the general problems and offer them a solution to it.
 Fear appeal would not be appropriate as it might create a negative attitude towards the
brand as other soaps on similar line do not opt for fear appeal.
 The product differentiation based on features is difficult as the product is not
sufficiently unique in its value proposition. Hence, the rational appeal would be difficult
to make and the effectiveness would also be low.
 Scarcity, humour, etc. appeals would also not be applicable here.

Source selection and credibility

We would be choosing Bollywood actress and Youth Icon Disha Patani as the source. The
rationale for it can be justified as follows:

 Source Likeability: Disha Patani has been on a success spree in the recent times owing
to her popularity, fitness and most importantly her Natural Beauty and fans engagement

Page 33 of 45
 on her social media accounts. The best example of this is the increased popularity of
the brand Calvin Klein after she started endorsing the brand.
 Source Credibility: She is credible source as she is perceived as one of the healthiest,
fit and beautiful actress by the youth as well as people of other age segments owing to
her homely image supported by the characters that she has played till now. Example: A
girl next door in MS Dhoni Biopic, A caring mother in Baaghi 2, etc.
 Source Familiarity: As Disha Patani belongs to the film fraternity where beauty is the
vital requirement for many, her familiarity is justified.

Execution

We shall have different advertisements featuring different segments and product variants. The
execution tactic shall be demonstrative and imagery. Demonstration execution will be
effective in convincing consumers of Hamam’s quality and benefits. Imagery execution will
encourage consumers to associate Hamam with the situation shown in the ad, thereby realising
transformational appeal.

Advertising concepts and storyboard

# Ad 1: Hamam – The Soul Refresher

A manager in a company is tensed due to the increased work pressure. He leaves the office in
evening and is stuck in traffic with smoke and pollution hitting him hard on face. This further
infuriates him. He reaches home and when his son asks him to look at his drawing, he doesn’t
pay attention. His wife tells him to take a bath. Reluctantly he goes and starts the shower. He
then picks up Hamam soap and applies it on body. The fragrance and cooling sensation relax
him completely and he is refreshed and happy now.

Thus, the soap soothes his mind and soul. Towards the end, a tagline ‘Hamam – The Soul
Refresher’ is displayed with various variants of the Soap.

# Ad 2: Hamam – Healthy you Healthy me

A child comes home after playing a cricket match and is drenched in sweat. He is reluctant to
take a bath, but when his mother tells him that the germs might cause him to fell sick, he goes
to fresh up and his mother hands over a Hamam soap and says now there’s now reason to worry
when you have Hamam. The child enjoys the bath.

Towards the end, the mother says ‘She trusts only Hamam for herself and her Family’s health’.

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# Ad 3: Hamam – My Beauty Secret
This ad features Disha Patani in the lead. It showcases a situation where Disha is to walk on a
ramp for a famous designer Manish Malhotra, but she is stuck in traffic and couldn’t reach the
venue on time for her make up. As soon as she reaches, she comes to know that she needs to
go on stage in just 5 mins. So, she quickly picks out the Hamam soap from her purse and washes
and exfoliates her face with it. Her face shines like a sunshine and she walks the ramp with
Manish Malhotra as the Show Stopper. Everyone is mesmerised by her beauty.

In the end, she thanks everyone and in a low voice thanks Hamam soap and says ‘Hamam –
My Beauty Secret’

This ad will be the key to reach a very wide customer segment i.e. women from different age
groups and transformational appeal will be self-generated that will propose the beauty and
freshness experience that ones gets after using Hamam soap.

Chapter 3: Other IMC Tools

3.1 Sales Promotions

The business advancement apparatuses can be seen from the edges of vendors and buyers and
sales reps who are goaded by the producers by utilizing seller, customer and deal power
advancements to have the rich profits of forceful selling.

Vendor Promotions: Dealers are the essential connection in the chain of conveyance. On the
off chance that the development of products isn't synchronized, the chain gets ceased and the
showcasing endeavours go into vain. The term 'seller' incorporates the retailers, wholesalers
and merchants.

Price deals: Under this, extraordinary limits are offered well beyond the ordinary limits settled
upon between the vendors and the organization. This value rebate is considerably more
satisfactory to the vendors since it increases the value of keep Hamam than some other cleanser.
Since, their dispersion is a key in setting the item over the retail locations which will mirror an
expansion in deals. The offer will be for a constrained time of battle and if necessary it would
be reached out for determined timeframe.

Dealer stock presentation challenges: A showcase challenge among sellers is more a

promoting medium than a motivating force offer. Here, the best show organized gets the top
notch prize. So they will contend among themselves to win the Hamam Display challenge.

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Dealers Engagement:

 Festive blessings will be given to every one of the sellers.

 Annual meet of the considerable number of wholesalers over the India with the end goal of
entertainment and simultaneously take their input.

Dealers’ sales challenges: Sales challenge for vendors will be sorted out with more
commission to vendors selling Hamam cleanser over a specific amount of 200 cleansers for
retailers, and 15000 cleansers for wholesalers. Every one of these figures are on a month to
month premise.

The seller advancement will keep going for 3 months and will be reached out as indicated by
the circumstance after the crusade.

Customer Promotions: Consumer advancements are the shopper motivating force intends to
push them to purchase more items. They utilized danglers, rack takers, flex, hoardings and
pennants in urban regions for purchaser advancements and divider and screen printing, Haat
and Mela Mandis for rustic advancements.

Quantity deals: Quantity arrangements offer the shopper to purchase greater amount of a
similar item at no additional expense or with an ostensible increment in the cost of the
arrangement bundle. In this way, 1 Hamam cleanser is for nothing on the buy of pack of 4.

Free Sampling: People still review the Hamam brand as cleanser. So free examining ought to
be accomplished for the new items in order to give buyer another washing knowledge.

Coupon premium plans: Free coupons will be given to the purchasers through papers and
other medium. The coupon will be legitimate for a time of multi month. They will get Rs 2 off
on demonstrating the coupon to the retailer.

Consumer contests:

 Make your own Hamam promotion and transfer it on YouTube and send it to the
organization. The best advertisement will be given an appealing prize.
 Selfie with Hamam cleanser challenge incorporates transferring of Selfie with Hamam
Soap on all real Social Networking sites. The best selfie will be given a prize.

It likewise incorporates grabbing right answers, shading the image, finishing the sentence to
fill the final expression of a jingle, to answer the test, recognizing the missing ball, etc where
breath-taking money and non-money prizes are given to the victors.
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The consumer promotions will keep going for 3 months.

Sales Force Promotions

Bonus to sales-force: Bonus will be given to the sales force for getting a sale above a particular
quantity. The extra incentive will be made for those who cross the sales quota set for a specified
period.

Sales contests: Sales contest for sales persons will be organized in which those with maximum
number of sales in a particular territory will be recognized and will be given a prize.

Sales meetings, conventions and conferences: Sales meetings, conventions and conferences
are conducted on a monthly basis to take the real time feedback of the sales person and also to
get the ground level details of what retailer and consumer are thinking about the product. It
will also motivate them as the company will engage them in the decision making process.

The sales promotion will last for a period of 3 months and will be extended according to the
situation after the campaign.

3.2 Direct Marketing

Soap is not a technical product and act as a commodity. So there is no need to explain about
the specification of the product through mails, television and other mediums of direct
marketing.

3.3 Public Relations

Sponsorships: Sponsoring significant occasions crosswise over India, for example, school
fests of Premium Institutions, games or an unscripted television appear on a standard station.

Press Conferences: As there is the complete restoration of the brand and new item class has
additionally been presented, so it is imperative to educate to media concerning the
improvements which will help in more extensive reach of the message. It will be done in the
primary seven day stretch of the dispatch of the battle.

Cause Related Events: Promoting the brand through CSR exercises and to get a passionate
associates. This will help in structure the brand picture in media. It will be done all through the
period of the crusade.

Hamam Kids downpour dance party: An enormous occasion for children will be sorted out
in which children will shower from Hamam soap and will appreciate the astounding knowledge

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gave to them. This will be secured by media. The occasion will be sorted out inside initial 15
days of the battle.

3.4 Digital Media

As the web infiltration has expanded in India and huge number of individuals is dynamic
through their advanced mobile phones, it is imperative to advance the cleanser widely on
computerized stages. To focus on the correct arrangement of clients through devices like
Search Engine Optimization and ad Words. There can be

 Make another page on Facebook, Instagram and Twitter. Include photographs, recordings
and offer it on different pages.
 Make a YouTube channel and transfer short advertisements depicting the administration
and results of the organization. Spring up advertisements should come on different
children's shows and other people situated TV cleanser.
 Launch a crusade comprising of tributes of clients from various demography and
topography. It will help in individuals thinking about the encounters of existing clients.
Fundamentally how the Hamam has given them another washing knowledge. Additionally,
the organization can do some social work in the field of training and transfer a few
recordings identified with it to get an enthusiastic associate.
 Create writes and distribute it on different blogging sites.
 Organize an occasion welcoming articles on a specific points and present prizes to the
victors.
 Make grounds envoys in different schools crosswise over India. This will help in expanding
the perceivability at the smaller scale level.
 Tell about the Unique Value Proposition which the organization has and advance it on all
the ideal gatherings. The separation from the lay can be based on value, item assortment,
quality, administration.
 In 2018, live video is carrying us considerably closer to our clients. In the event that you've
invested any energy in Facebook of late, you'll see that more individuals and organizations
are utilizing live video to advance items, administrations, occasions and the sky is the limit
from there. You'll additionally see that individuals are tuning in, and remarks come pouring
in on the live feed progressively. In this way, at whatever point any challenge is being
begun, at that point going live on Facebook can catch the eye of the individuals.

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  Artificial insight is one of the greatest showcasing patterns not too far off. Computer based
intelligence will likewise exploit regular language handling to give us progressively exact
subtleties. Future applications may enable advertisers to screen the action of projects that
utilization information to flag the begin or part of the arrangement.

The digital promotions will keep going for a time of 3 months.

Chapter 4: Integrate and Implement Marketing Communication

Strategies

4.1 Media Plan

Budget of 30 Crores for the IMC mix has been allocated. This budget will be quite appropriate
for the marketing plan which we have designed to target and position our brand. This budget
has been considered keeping in mind the total revenue that the company earns. With this IMC
plan we wish to generate revenue for the long term which will outpace the expenditure done.

Media Selection

Medium Allocation Rationale

Television 35% 30 Sec TV Ads
Radio 5% 15 Sec Ads
News Paper 15% Front full page ad in leading newspaper that will attract the
young and lateral generation.
Billboards 10% 50 Billboards in 10 Tier 1 Cities, 35 Billboards in 20 T2
Cities & 20 Billboards in 30 Tier 3 Cites across the major
roads and flyovers.
Magazines 15% Full page advertisement with book-end in a Magazine on
latest trend fashion youth follows the magazines
Website(Facebook, 20% We will have banners in the Facebook and other social
YouTube) media websites. In YouTube we will have the videos of
fashion shows and ads at the beginning of the videos.
Also we will try to promote through the latest trend of web
series.

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Share of Voice

Channel Frequency Share of Voice

Star Plus 3 Rep/hour 30 %
Colours 3 Rep/hour 30%
Zee News 4 Rep/hour 20%
Star Sports 3 Rep/hour 20%

[Assumption: Share of voice has been taken on the consideration of 3 competitors are also
showcasing their ads with the specific repetitions.]

Vehicle Selection: News Paper

Media Rating Circulation Cost/ad CPM

Times of India 68 2,58,000 2,18,00,000 84,496

The Hindu 26 2,18,000 1,98,00,000 90,825

Hindustan Times 42 1,68,000 2,00,00,000 1,19,047
We have selected Times of India and The Hindu as their reach is maximum and also they are
more popular in the Northern, Western and Eastern part of India. The Hindu is mostly read in
southern India.

Vehicle Selection: Television

Channel Target Rating Viewers Cost CPM

Star Plus 30 12000000 25000000 4000
Colours 35 9800000 15000000 7653
Zee News 15 2000000 19000000 3166
Star Sports 15 4500000 16000000 23703

Vehicle Selection: Magazine

Name Circulation Readership Full page rate

India Today 3,00,000 9,00,000 2,50,000
Business World 91,420 2,80,280 2,30,000
Femina 67,061 2,01,169 4,20,000

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 Total 1,381,451

Vehicle Selection: Radio

Name AQH Rating Reach Cost CPM

Radio Mirchi 5 30000000 15000000 500
Red FM 3 27000000 10000000 370

By Medium (e.g., magazines, Internet, TV); By Media Vehicle (e.g., Business Week,
websites, Modern Family)

4.2 Design, integrate and implement marketing communication strategies

Budget of sales promotion, direct marketing, public relation, digital

Media Sector Media Vehicle Budget Allocation% Absolute Budget

(Cr)
Television media 15 3.5
national tv channel 12 5.5
Radio Media 5 1.5
Local FM 5 1.5
Magazine media 15 3
consumer 9 1.5
magazines
business magazines 3 1
local magazines 3 0.5
Newspaper media 15 2.5
newspaper local 5 0.5
national newspaper 10 2.0
Outdoor 10 3.5
Billboard 10 3.5
Digital/internet 10 5
Social media 5 2.5
YouTube 5 2.5
Total 70 19

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 Other IMC tools 0
Public relations 15 5
sales promotion 10 3
sponsored events 5 3
Telemarketing 3 1.5
Direct mail 2 1.5
Total 30 11
Gross budget 100 30

Scheduling for media campaign

Media Budget (Cr) April May June

TV Ads 3.5 2 1 0.5
3 1.5 1 0.5
Magazine
2.5 1.5 0.5 0.5
Newspaper
3.5 2 1 0.5
Billboard
5 2 2 1
Digital
5 2 2 1
PR
3 1.5 1 0.5
Sales Promotion
1.5 0.5 0.5 0.5
Radio
Sponsored 3 1 1 1
Events

4.3 Campaign flow Chart

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Chapter 5: Measurement and Evaluation
Estimation and assessment exercises happen over the span of the battle, just as toward the end.
This segment of the proposition ought to contain a portrayal of those exercises and the
particular techniques that will be utilized to evaluate the individual segments of the battle, just
as for estimating the general viability of the crusade.

Objective - In each publicizing effort it is vital to gauge the adequacy of battle as to guarantee
its productivity.

Need-To maintain a strategic distance from exorbitant mix-ups, expanding proficiency of

promoting and to know whether destinations are accomplished or not and whether to proceed
or change the publicizing.

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Components to Be Evaluated-Here in our battle of" HAMAM" we are concentrating on
"MAKING BRAND PURCHASE INTENTION" towards brand and for these 3 things are
required to be assessed

• Consumer Perception

• Sales expanded

• Brand mindfulness

We will check whether the customers' recognition has changed for the brand by assessing
whether the buyers are purchasing the new brand of Hamam. We can comprehend whether the
impression of shoppers have transformed from a characteristic cleanser to an invigorating,
wonder cleanser.

We have to see whether the promotion costs that we are doing are giving us benefits by
observing the offers of the new brands of the cleansers. We can build up a poll and get out for
a review from the clients to check if there is an expansion in brand mindfulness. We will direct
"CONSUMER PERCEPTION SURVEY" to have a learning of effect of promotion evolving
observation.

We will break down it by increment in the preferring in the online life battle. Through online
input. We will investigate Advertising Campaign Effectiveness = Revenue + Return on

Speculation (ROI).This will give the perspective on Operating Sales development after the
crusade. We need to gauge the impact of publicizing on mindfulness, review, intrigue, and
dispositions toward the promotion, brand, and buy expectation.

Chapter 6: Conclusion
The campaign is structured by utilizing toward making mindfulness for the brand among the
clients. The likely clients will know about the items that are being offered by the brand. They
will comprehend the one of a kind element of the item.

We inferred that intended interest group is most significant factor here. Aside from that each
section of objective crowd has its own conviction for instance as per their inclination they use
cleanser they may have variable options of aroma, germ executioner, cleanliness and freshness.
Expressing about the IMC apparatuses of correspondence we have designated the monetary

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Allowance concurring the decision of the intended interest group like now-a-days ladies and
children are partial to sitting in front of the TV, Youth and children by and large lean towards
limited time occasions for that we host structured Liril Rain Dance Get-together that will draw
in the adolescent. In future web based life nearness is an unquestionable requirement and the
organization should adhere to the verbal promoting as this is increasingly significant when the
clients there is normal need of review of the item. Organization ought to likewise utilize Indian
famous people for promotions.

Utilizing the style magazines as a medium will empower the clients to relate it to other premium
brands. They will imagine that the brand is much the same as them. Accordingly advancing the
brands picture by this procedure. The brand is additionally fortified by the various media
channels like flags on sites and open connection crusades. Accordingly the consumption
accomplished for the IMC will be supported.

References:

 https://bestmediainfo.com/lite/2018/11/how-80-year-old-hamam-is-taking-on-new-
age-ayurveda-centric-soap-brands/
 https://brandequity.economictimes.indiatimes.com/news/advertising/hamams-
gosafeoutside-campaign-actively-aims-to-empower-women/59572621
 FMCG Industry Report by Care Ratings, 13-07-17
 Research Report:Indian FMCG Industry by AFS Action, 30-07-2013
 Valsa John C. “Economics of toilet soap production in Kerala” Thesis. Department of
Economics, Dr. John Matthai Centre,University of Calicut, 2007
 https://www.researchonglobalmarkets.com/soap-market-in-india-2017.html
 https://www.slideshare.net/vibhoragarwal9693/product-mix-of-hulbest-ppt
 https://www.business2community.com/consumer-marketing/six-stages-consumer-
buying-process-market-0811565
 https://scroll.in/article/929406/while-sri-lanka-has-grown-richer-india-remains-a-
lower-middle-income-nation

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