Lotus Herbals To Roll Out

New Products To Spur Sales

Lotus Herbals Ltd is planning to launch a new range of ready-to-use face packs in the next few months.
And to support the new launch, the company is planning to roll out a host of new marketing initiatives.
To start with, the company is test-marketing the new product in Delhi.
As for the rationale behind the move, says Mr Dipin Passi, vice-president (sales and marketing), Lotus
Herbals Ltd: We foresee a huge potential for the product in the Indian market as Indian women are
now becoming more beauty conscious. With the new product launches, we expect domestic sales to
grow by 60 per cent by 2002-03 end.
The target audience for the new face pack will include modern women in the age group 20-45. Says Mr
Passi: Our existing Lotus brand contributes to five per cent of the premium herbal and natural
cosmetic consumption in India. With some new aggressive marketing strategies and new product
launches, we hope to double it by 2003-end.
For the purpose, the company is revamping its marketing strategy to promote its new launches in the
Indian marketplace. Brand-building exercises will also go hand in hand with it.
Further, in a bid to retain its existing Lotus users, the company has implemented a concept called
Cross Selling to build relationships with its existing customers.
To enhance productivity and efficiency, the company is currently running a training programme for its
sales and marketing force at Lotus. There is need to compete for the consumers mind share and create
brand identity. So we spend more money in customer acquisition than on retention, adds Mr Passi.
On the companys e-commerce strategy, says Mr Passi: We have recently started providing our
customers with free beauty consultation through e-mails and also plan to start a toll-free number for
beauty-related questions for our domestic customers very soon.
The company has recently extended the existing portfolio of Sun Safe Lotus Herbals sun protection
brand from larger packs to include smaller packs, informs Mr Passi.
Currently, at places where we do not have a Counter Sales Person (CSP), we educate the retailer on our
products USP and how to differentiate it from close competitors, adds Mr Passi.
The company plans to double its distribution system and the number of outlets.



Background
Lotus Herbals was planning to add 2 new revolutionary products to its existing range of Safe Sun sun-
care products.
1. Indias 1st Multi-Function Sunblock with 10 Benefits
LOTUS SAFE SUN MULTI FUNCTION SUNBLOCK SPF 70 / PA+++
2. Skin Innovation in Sun Protection Category
LOTUS SAFE SUN COLLAGENSHIELD SUNBLOCK SPF 90 / PA+++
Our Understanding
Lotus Herbals has a range of sun-care products under the brand name of Safe Sun. The new range
however caters to the emerging demands of the personal care consumers.
Research showed that consumers off late are looking for multi-functional products. Is it just a sun care
product or is it offering something more?, is what they ask. With the increased awareness of UV rays
induced skin damage, they are now seeking higher Sun Protection Factor (SPF) in their personal care kit.
Moreover the Lotus Herbals consumer seeks additional skin-health benefits like preservative free, non
oily formulations, etc.
The new offering combines multiple benefits like anti-ageing, anti wrinkle and healing properties into the
sun-care product, that softens, smoothens and nourishes skin while providing a high UVA and UVB
protection. The products are also priced at a premium from the existing range. The introductory price of
the Daily Multi-Function SunBlock SPF 70 is Rs.495 for 60g while that of CollagenShield SunBlock
is Rs.595 for 50g.
The Design Challenge
Safe Sun as a sun care brand from Lotus Herbals has strong design imagery in the minds of the existing
consumers. Hence the key challenge while introducing two new premium product offerings under the
same brand was to achieve a seamless fit in the existing product portfolio while maintaining a distinct
premiumness. Decoding the current Visual Architecture, in terms of retaining certain elements and
introducing new Visual touchpoints posed a definite challenge in order to communicate the unique and
path breaking product offering.
The Design Solution
A thorough analysis of the suncare market in terms of both Indian and international players gave WOW
Design a clarity on the need gap and consumer expectations from evolved suncare brands.
This was being addressed to a primary level through the innovative product offerings like Multifunction
Sun Block and Collagen Shield
TM
priced at a high premium level. The solution was to communicate the
functional benefits while convincing the consumers to pay the premium. The suncare equity was
consciously retained through the colour orange with use of gold foiling to highlight the super premium
benefits.

The ingredient shots were replaced by the key benefits on the FOP as the target consumer was more
evolved and would read into the offering against the price paid. The relevant information of high SPF
value has been brought inside a circular unit with gold swooshes enclosing upon to cue high protection.
The strategic bulls eye placement of the SPF unit is supposed to be the entry point in the design to catch
the consumers attention .
Unique benefits like the CollagenShield SunBlock has been explained in detail visually in the BOP with
suitable graphics and design tools.
The Result
The new vibrant Packaging Design successfully communicates the breakthrough innovation in
Sunscreen Category and reinforces Lotus Herbals promise of providing path breaking yet safe solutions
to the consumer.




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http://www.financialexpress.com/news/lotus-herbals-to-roll-out-new-products-to-spur-sales/50881