Product Launch

Dandy skin creams for men

Joint venture
Paras pharma
ITC
Canada cosmetic company

Objectives
Wealth maximization
To give more bang for buck
To capture the semi city market
and rural market
To give customer delight
Quality products for the men
segment



 Market Overview
The total size of the Indian MEN
cosmetic market is close to INR 13
Billion
Highly fragmented
Concentrated in the Tier-I cities only
Men’s cosmetic captured market is
12% only
 Product Description
Colloidal base
Citrus essence
Gel base not talc base
Free of alcohol
For oily, normal and dry skin types
No allergies medically approved by
I.M.A
For oily mineral clay
For dry glycerin and jojoba oil

Product description
Rs 25 for 10 grams
Rs 70 for 30 grams
Rs 140 for 60 grams
Production Location
Production in NBB belt
Production Capacity 15000 per day
Nagpur belt production capacity
10000 per day
Subsidy
Cheap electric rates
Cheap labour
Ancillary units


Unique selling point
Allergy free
Sunscreen of SPF 20
Different creams for different skin
types
Melanin reducer
Less price
Acne preventer



 Marketing strategies
Increasing awareness and social
consciousness in Tier-II cities
greater awareness of brands and
segments
Provide free samples
Electronic media tv radio etc
Print media


Marketing strategies
Brand ambassador campaigning
Fashion shows
CSR
WOM
Financial Forecast
Venture capital between ITC,
Paras and Canada cosmetic
company
95 crores funded from Canada
cosmetic company 90 crores
from ITC and 100 from Paras
60 crores allocated to research
and development.
120 crores for plant and
machinery

Financial Forecast
Expected break even point in four
year.
Excepted returns on investment
25 %


Human Resource
Management
Total skilled labourcount 4300,
unskilled labour 3200
Technical staff 150
Production and line manager 20
Corporate office management
staff 160
Misc staff 30
Semi annual appraisal

Target people
Middle class
Cosmopolitan men
Semi city inhabitants and rural
Fairness conscious persons
Summary
Unique product for different skin
types
Strong marketing strategies
Good returns on investment
Sound headcount
Flexible in production



 Thank You