MARKETING MANAGEMENT II

WIPRO CONSUMER CARE

PREPARED BY:
ABHILASH BHUYAN 19202066
CHANDRIKA GAYARI 19202077
MAYURI RAY 19202089
PAMELA BID 19202096
RAAJ KUMAR MOHANTY 19202106
SMURUTI RANJAN SWAIN 19202116
COMPANY BACKGROUND:
 Wipro, in the year 1945, started as a manufacturer of vegetable and refined oils in Amalner,
Maharashtra, British India, under the trade names of Kisan, Sunflower, and Camel.
 Wipro Consumer Care & Lighting has set up in 19 countries dominating the Indian Sub-
Continent, ASEAN & MENA regions.
 Wipro strives to create a clean environment in all their activities, products and services
offered.
COMPETITORS:

 The top 10 competitors of Wipro Consumer Care competitive are L'Oréal, Unilever, HUL,
Godrej Consumer Products, Johnson & Johnson, Revlon, Coty, P&G, Colgate-Palmolive and
Nestle.
BRAND EQUITY:

 The logo is build in the form of a circle, the radiating rings of dots around our Wipro name
suggest all the connections that our brand creates for our customers. Together, these rings
convey a sense of outward motion, propelling us into the future that we define together.
The colours of the brandmark also speak about their reliability and authority. The multi-
coloured dots convey a dynamic energy and optimism.
 Wipro consumer care has diversified portfolio of personal and home care products with
leading brands such as Santoor, Chandrika, Glucovita, Wipro Safe wash and Wipro baby
soft products.
 Wipro Consumer Care clocked 50% of its revenue from international markets where
Malaysia crossed $145 million, followed by China at $120 million.
 Among its brand portfolio, Santoor is the biggest brand with a turnover of about $300
million, followed by Enchanter with a turnover of $150 million.

PRODUCTS(PRICING/PROMOTIONS):
Wipro consumer care is the FMCG arm of Wipro Limited which continuously introduces
innovative products and adds value to the existing brands. Leading brands in India in personal
and home care category are Santoor, Chandrika, Glucovita, and Wipro Safewash.
Range of products:

 Santoor Glucovita
 Santoor Talc
 Santoor Hand wash
 Santoor Facewash
 Santoor Deo
 Chandrika Wipro Baby Soft
 Chandrika Hand wash
 Yardley
 Sunflower Vanaspati
The Company competes with Hindustan Unilever Ltd, Proctor and Gamble, Johnson & Johnson,
L’Oréal, ITC (FMCG), Godrej and Patanjali Ayurveda Ltd.

This report puts more prioritize on factor such as price, promotion, advertisement which
influences customer to decide which products are suitable to consume by customer. The products
of Wipro consumer care are as follows:

 Santoor (a Toilet soap brand with extensions in talcum powder, Hand wash, Facewash, Body
Lotion, Baby Soap and Shampoo)
 Chandrika soap, Glucovita Glucose powder, Enchanteur (a female toiletry brand),
 Romano (male toiletry brand), Bio Essence (a skincare brand) and Yardley (a luxury toiletry
brand).

Santoor is the front-runner soap brand of Wipro Consumer Care which was launched in 1985. The
brand derived it’s name from combining Sandal + Turmeric.
It’s advertisements are more credible as Santoor is a brand of IT giant WIPRO, which has a good
brand equity.
Strategy and Promotions:

 Initially when Santoor was launched, the objective was to make audience aware of the brand
and its features. So they kept the advertisement with full information. Then objective was
to reposition the brand from ingredient based to benefit based, so advertisement was
transformed.
 To strengthen its USP (Unique Selling Proposition) as “ageless skin”, “mistaken identity”
concept was used. A child is used to emphasise that the female model is looking beautiful,
like a college going girl or an unmarried girl even if she is a mother of the child. Also it
emphasized the skin will become soft like that of child. When the objective became clear
to promote the brand recall, then Saif Ali Khan and Madhavan were used as endorser.
 Combinations of different media sources are used like TV, Radio, Newspaper, Magazines etc.
- In case of electronic media, Santoor advertises mainly on popular entertainment TV
channels and 98.3 FM Radio Mirchi. They are telecasted mainly during noon and prime
times.
- Targeting the women specially married ones, Santoor’s advertisement also comes on
Magazines like Grih Sobha, Grih Lakshmi.
- In newspaper, generally local newspapers are used like Dainik Jagran etc.
These all things are source component of advertising copy and affect the consumer attitude
and behaviour.
NEW PRODUCTS LAUNCHED IN THE LAST 6 MONTHS:
1. WIPRO Consumer Care initiated to expand itself and Invest in various start-up’s in the
Consumer brand space and Consumer Tech in Asia and South East Asia.200 crores was invested
for the venture fund. Wipro Consumer Care first invested in a Chandigarh based start-up
LetsShave which sells male and female grooming products. LetsShave’s plan was to expand in
body care skin care personal care sector. Wipro strategy in investing in LetsShave was that to
target the millennials and increase more Online Opportunities. Wipro invested in many other
start-ups’ such as “Happily Unmarried”.

2. Male grooming market has seen a lot of growth in the recent scenario, it is almost a 5000-
crore market which is dominated mostly by shaving solutions and fragrances. In January 2020
Wipro consumer care which owns brands such as Santoor and Yardley relaunched “Aramusk”.
Aramusk was earlier owned by Calcutta Chemicals and then by Henkel being one of the earliest
men’s only brand in Eastern India gained it huge popularity. Wipro acquired it way back in 2011
and expanded the portfolio but they relaunched Aramusk giving it a new packaging and
expanding it in the Men grooming Industry.

3. Santoor is known to be Wipro Consumer Care’s most dominant brand. Wipro launched
Santoor glycerine based soap in October 2019.Their primary segment was the Eastern India.
Promotion for Santoor was done through offline and Online channel e-commerce. Pricing offered
was bundle offering.

NEW POLICIES AND DEVELOPMENTS BY THE WIPRO CONSUMER

CARE:
1. The green factory initiative
The new Green Field project coming up in Hyderabad is the biggest plant for the Enterprise
in India. It will be manufacturing personal care products to incorporate the best
sustainability practices from across the globe. The plant building will meet all requirements
of the green building guidelines right from the site selection, water management, energy
conservation, waste minimization etc. It will also be the first plant with ZLD system.
As per the future thoughts and sustainability that Wipro consumer care plans to execute, it
is beyond regulations that has been the mantra on sustainability practices. Also, they will
be working on projects outside the boundary of Wipro on water conservation initiatives in
the upcoming years.
2. Wipro Consumer Care Ventures invests in LetsShave

Wipro consumer care recently has signed an agreement to invest in LetsShave Private Limited
that shifts to male and female shaving and grooming markets. LetsShave focuses on category
of shaving and has been expanding into personal care categories like skin care electric
trimmers body care.
3. Smart lights for smart home
In the growing categorisation of smart homes, smart bulbs are an immediate winner with
their amazing specialties. They are highly capable of providing more personalized
experience and their ability to stay constantly connected to the internet schedule timings
can be controlled with the remote. Wipro Wi-Fi enabled smart LED lights offers 16 million
colour combinations to suit the mood. With the Wipro next smart app on our mobile
phones, we can control the brightness of our homes from anywhere in the world even when
we are on holidays. We can even control it through voice recognition via Alexa or Google
assistant.
4. Hiring in 2020 (new policies)
Irrespective of the business, climate change, demographic alterations, deep technology
proliferation and not so upbeat economic growth will be a crucial input in the upcoming year
to strive the balance between changing employee dynamics and maximizing business
impact. The strength includes inclusion of data as an important resource as well as better
engagement.
Data:- The main use of analytics data is the engagement of employees via custom-made
initiatives depending upon the career life cycle, geography and role of the employee. One
can also drive productivity, for example organisational health index gives us valuable insight
on both preventive and curative steps using which one can deepen employee work norms.
Using analytics data in HR leads to improved employee experience, increase productivity and
remove bias in decision making process.
Better engagement:- With proliferation of Technology in every aspect of life organisations
have leveraged to provide services without investing on in-house modulus. Some examples
to consider are making apps available for health care for self and family, financial
management, learning module etc. While analyst can support HR in identifying patterns and
eliminating issues, the level of an employees commitment or connect to their company is
basis the level of engagement. Recognition of work, nurturing change makers in leadership,
employee wellness, inclusivity and integrity are all crucial elements of making a person
belong to the company rather than just work for the company.