INTEGRATED

MARKETING
COMMUNICATION

Group Members
Dhanashree Mankame
Tanvi Nandvikar
Neha Rambhade
Darshan Hazare

A 33
A 42
A 48
B 14

Skin Care Market

Belongs to Personal Care segment.

Due to the advent of technologies and medical improvisations skin

care solution business is growing high.

Can be classified into tonners, sunscreens, cleanser etc.

The demand for the personalized product are increasing day by

day

It has increased significantly within a span of 6yrs.

As a reason of which new players are entering in the

market

LOGO and Product

EVA
The Product A Farness Cream + A Skin tonner cum a
cleansing agent which will allow one to rinse all the
impurities and pollutants
Product proposition Be Beautiful, Be Alive
Target Segment Young Girls
Packaging Bottles
Other attributes Lasting fragrance, Visible fairness
without leaving the skin greasy, No side effects and
suits all skin types

Marketing Mix
Penetrating Strategy

25 gm for Rs. 179

50 gm for Rs. 320

ATL & BTL Activities

Events, Movie (In Films), Serial & reality shows

Integrations
TV, Print, Radio, Social Media

Eva

Be Beautiful , Be Alive

Pan India

Our priority market is Top Metros citesket is Top Metros and

then we will focus on Tier II Cities

STDP
Segmentation
Geographic
Pan India
Cities later
Cities

Initially our priority market is Tier I

on we will cater to Tier II and Tier III

Demographic
Age Our core TG is 18 30, but we are also
Gender
Young Girls
Income 4 lakh and above
Social Class
Class
Middle Class as well as Upper Middle
Class people

Targeting
Concentrated Targeting
Attractiveness of the segment is found out,
generally the product chosen is new so as
there is scope for penetration
Growth Rate growth

There should be scope for

Profitability- For catering the segment should

be calculated

Differentiation
TYPE

PACKAGING

Cleansing Cream
All Purpose Cream
Emollient Creams

1. Creams/Lotions
Tubes
Bottles

Skin protective and

hand creams
Soap bar

2. Liquid
Spray

Positioning
Using Product characteristics or
Customer Benefits as a positioning
strategy
One Cream Three Solutions
Benefits

Confidence,

Fashionable, Be real

Impact,

Integrated Marketing
Communication
Advertising and promotion
Through print media, social media and
television
Print media: Vogue, Femina,
Cosmopolitan

Teaser Campaign

THE FACE OF INDIA

&

hindustans face

Be Beautiful, Bain Alive

FACE the FACE

Idea The is to open up with
your feelings towards your loved
ones
Concept face to face campaign
is about
expressing your
feelings on social networking
sites which you have never done
before towards your loved ones
Medium initially the campaign
will start up with innovative print
and
hording to keep the
campaign more active we will
use radio to engage the masses

Social media- Facebook

Gift yourSELF a SELFie

Idea the idea is to Gift yourSELF a perfect SELFie in one go
Concept the concept is to one has share her facial
problems to Eva s experts and then basis on the problem
the solution will be provided to them, personally through
emails, social networking sites and via phone as well
Medium the official website of EVA as well as the other
social networking sites will talk about the facial problems
and also our experts will inform about how Eva will give the
solution the concerned problem .
Mobile App - The Eva app will give one to one medium to
communicate, and also the Effects of Eva

Tie up with the Be Beautiful

The Print Innovation

FACE

s
Face

Print Ad
Confidence is Sexy.
Believe that youre beautiful and
others will too.

Eva The Fairness cream is available in the nearest

general store

You can visit us on www.eva.in

Sources of Awareness

The end,thank you!