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Nivedita Venkat

on 16 September 2014

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Transcript of Vicco

Segmenting, Targeting and Positioning
Herbal skin cream
Middle class families
Bestowed with goodness of turmeric, prevents skin problems and gives it a radiance
Vicco group of industries was founded by
Late Shri. K.V Pendharkar in 1952
Vicco has emerged as one of the first brands to
produce international products of Ayurveda
Vicco's most famous product is the turmeric skin cream
Has production units in Dombivili, Nagpur and Goa
SWOT Analysis
Famous jingle
Purely ayurvedic, good for skin
Strong legacy of parent brand
Good availability and distribution of products
High brand recall
Poor and outdated packaging
No new ads
No brand ambassadors
Priced higher
Presence of turmeric alone is not sufficient
Widening distribution channels
New advertisements keeping the jingle intact
Brand makeover
Aggressive advertising from competitors
Intense competition
Cluttered segment and scattered market
Logo: Signifies antiseptic elements. Product is yellow
USP: Product does not have any chemicals. Relies only on science of ayurveda and healing properties of turmeric
Slogan: "Vicco turmeric nahi cosmetic, vicco turmeric ayurvedic cream"
What went wrong?
Consumer Insights
Vicco failed to understand the changing needs of its consumers
Promotions & Advertising
Had two famous personalities initially
Did not create newer ads
Lack of celebrity endorsements
Approach of women towards beauty changed
Women wanted creams that gave quicker results
Competitors brought in attractive packaging
Vicco never changed
Full transcript