Integrated

Marketing
Communication
Category: Skin Care
Product- Organic Acne Removal Strips
Group 10

YEP. YOU
SAW IT
RIGHT.
REMOVING
PIMPLES
JUST GOT
EASIER.
INTRODUCI
NG THE
ONE OF A
KIND ACNE
REMOVAL
STRIP. TRY
IT TO
BELIEVE IT.

IMPERFECT AND
YOU
LIFT THE STRIP. ITS
THAT EASY.

YEP. YOU
SAW IT
RIGHT.
REMOVING
PIMPLES
JUST GOT
EASIER.
INTRODUCI
NG THE
ONE OF A
KIND ACNE
REMOVAL
STRIP. TRY
IT TO
BELIEVE IT.

PERFECT AND
YOU
LIFT THE STRIP. ITS
THAT EASY.

Lucent Acne Strips

Name
Lucent Bright & Glowing
Logo
Oval
Cursive font
Colours
Green - Eco-friendly brand
White Purity and Radiance
Tagline
Perfect & You
Personality
Common & Confident people Of, for and by the people

Packaging
For Oily Skin

For Sensitive
Skin

Entries for stories

when you stood
up against
violence
#StandUpAgainst
Violence

Inside
the
For
Oily Skin
69 INR 4 strips

pack

Card for inviting entries for online

contest
Motivational message behind
strips

Outside
the pack
For Sensitive
Skin description
Product
59 INR

Directions for Use

Ingredients

Pest Analysis

New guidelines from

ASCI for Skin care
product ads.

al rs
i
c to
o
S ac
F

ca
gi rs
lo cto
no Fa
ch l
Te

PES
T

Packaging shouldnt be
misleading
Shift in perceptionproducts being
necessity, not mere
luxury.
Emergence of
metrosexual
Self-esteem -depends
on physical

i
m
o cs
n
r
o
o
c
E
ct
a
F

al
ic s
lit or
Po act
F

Make in India
Campaign to boost
indigenous products

Indias GDP expected to

grow at 7-8% - reflected
on PP and DI
Avg. spending by men
Rs.500-600 against 5001000 for women. Skin care
products form 18%.
R&D for Probiotics which
are highly used in facial
creams and face washes.
Matrix-tunable
radiofrequency technology
acne

Strengths

S
O

Weaknesses

First mover advantage in

terms of product offering
Faster results
Better and lasting effects
Easy to handle without any
risk of creams leaking

SWOT
Analysis

People may not be

accustomed to using
strips
Limited market
penetration
Skin care market is
heavily populatedcreating a distinctive
brand image difficult

Opportunities

Threats

Biodegradable and
appealing to LOHAS
Can target tier-2 and tier-3
cities where health and
hygeine awareness is
rising
The product can be
packaged in LUPs -

High competition from acne

creams and facewash
New product, new concept Unpredictable and unstable
demand
Problems may occur to
accommodate distribution of
new brand with parent brand

W
T

100% Vegan
Beyond
Organic
Supernatural
Economic
al, easy
to use,
safe and
for the
woman
Painless
and
leaves
no
marks For the
confident and
career driven

100%
Therape
utic

Herbal

Total Acne
Expert

No
animal

100%
Chemical-

No animal
byproducts
Extreme
ly
conveni
ent and
easy to
use
Pharmaceuti
cal Grade
Ingredients

to look
presentable
always

Collaborators
Dermatologists
Dermatologists across the nation who can recommend it to acne patients
Stocked up in clinics as OTC product

NGOs
Environmental friendly product.
Collaboration with a few NGOs working for the same cause.

Beauty Clinics
Who offer a wide range of facial services.
Free samples can be handed over for trials

Media companies
Focus on health care-NDTV Good Times, Care World, Star Care

Competition

Price

Himalaya Cream & Face wash

Cetaphil
Neutrogena Acne facewash
Garnier productline (facewash,
cream, gel)
Nose Strips
Nivea Visage Refining Strips

56, 146
136
425
55-170
200-250
400

Our Price Rs.59/Rs.69 For 4 Strips

Typical
Quantity
200ml
125 ml
175 ml
NA
10 strips
6 strips

Segmentation
DEMOGRAPHIC
SEGMENTAION

INCOME-BASED

AGE-BASED

TIRED AFFLUENTS
people with high
income
YUPPIES the young
urban professionals

Age group of 13-45

years for women,
covering about 70 percent share of the
skincare market

PSYCHOGRAPHIC
INNOVATORS:
populace with rising
disposable incomes
EXPERIENCERS:
Young, enthusiastic and
impulsive consumers

GEOGRAPHIC

USAGE-BASED

Varying purchasing
powers in TIER I and II
cities will need
different packaging and
marketing tactics.

Direct function of the

skin type, the oil
content, the diet.
Encouraging heavy
users to try newer
variants of products

Creative Approaches

Emotional (Slice
Of Life)
Setting is in a
school
Setting is an office
canteen
Setting is a
bedroom

Informative

Humour

Setting is an early
morning scene in
a bedroom

Saves Lives.
Lucent.
Lets you express.
Lucent.
Saves marriages.
Lucent.
Protects from
fashion disasters.
Lucent
Protects you from
vengeance. Lucent
Prevents

Social
Awareness
There are some
things that Lucent
cant cure.
#StandUpAgainst
Violence
Find your voice.
#StandUpAgainst
Violence. Lucent
We can cure the
acne, but we cant
stop bullying.

Media Planning
TV Ads

Point
of Sale
Promo

Market Share aimed

at 5%-6% i.e. 160175cr
Total Skin Care
Market Size=
Rs.3200cr

Outdo
or

Filters applied:
Demographic Filter:
Age Group of 13-45
Psychographic Filter:
Innovators, Experiencers,
Geographic Filters:
Tier- I and Tier II cities

Press

Medi
a

Interne
t

Budget available =
18.8cr i.e. 11% of
exp. revenue

Numbers
(Demographics):

Numbers
(Demographics):

25 percent of India = salaried

middle class and upper
classes (300 million)
Urban population of 60
percent (180 million)
45 percent in age group of

Average spend on skin care

0.65 cents (per capita) total
market of 800 million USD
70 percent of this spend
attributed to target market
(Demographics) 500 million

Numbers
(Demographics):

Total skin care market size is

3200 crores INR
We target 5 percent of the
share (160 crores INR)
Effective ad budget is kept at
18-19 crores, of which TV

Campaign Roll Out

Soft Launch

Launch
Phase

Phase 2

Testing in
Mumbai(Andheri),
Vizag, Kolkata

Kiosks in Malls as
promotional event

Danglers and
sample at Salons &
Medical Shops.

Press: Front Page IM-PERFECT &

YOU ad across national dailies
& magazines.

Teaser in Youtube followed by

#Perfect&You in FB & Twitter.

TV Commercials involving our

Informative Ad & Slice of Life
Ad.

Billboards

Regional
Monthly
Magazines and
Dailies

Cinema and
Outdoor

TV Commercials
(Slice of Life,
Humour and Social
Awareness)

Ads on
Youtube &
Hotstar etc

Media Strategy- Press

Launch Phase

Targeted Across national dallies both English &

Hindi audience.
Focus is on creating good word of mouth among
big city crowd.

Phase 1

Necessary to increase the reach to Tier 2 and

Tier 3 cities and also across demographics.
Circulation in Magazines to be increased at both
national and regional levels.
Regional penetration to be prime focus.

Media Strategy- TV
Channels Chosen:
Hindi GEC: Highest average viewership across the week reach spreads across an
average of 290 million.
Hindi Movies: High average viewership, time slots chosen in the evening during
weekends ensures high viewership reach.
English Movies: Low costs of insertions per time slot along with a targeted viewership
(upper and middle class families) that is in line with the targeted market of Lucent.
English GEC: Low costs of insertions per time slot, along with targeted viewership in line
with the target market of Lucent.
Kids Entertainment: Fairly high viewership among children additionally sometimes
parents watch these channels with their children (subconsciously) objective: to get this
generation early by inducing usage at an early age and influence the decision makers
(parents).
Music Channels: The time slots chosen (morning 7-9 am) and late night (10-10:30 pm)

Targeted viewership reach (weekly) across the top channels

78%

100
%

67%

86%

68%

66%

Media Planning: TV
Types of Ads Chosen:

Channel-wise expenditure of
Ads:

Emotional
Advertisements (Slice of
life advertising)
Humour Advertisements
(Series of
advertisements
released across the
duration of the
campaign.)
Social Awareness
advertisements

Ad Budget (TV):

Channel-wise viewership (weekly) at

any minute:

Total Spend of 5.51

crores INR
Advertisements targeted
for weekends targeted
at the young working
population and
children who watch TV
with their parents.
A lot of targeting is based
on sub conscious
viewing (esp. before
going for
school/college/work
(music channels) and
while kids watch TV)

Media Strategy- Internet

In-Search, InSlate, In-Stream,

In-Display
advertisements
with a potential
reach of 6 million
viewers.

To tap the market

of 117 mn active
users . Main
objective is Clicks
to website. The
Phase 2 would
involve more of
engagement
through Lucent FB
page at negligible
cost.

With a potential
reach of 300mn
users, lucent
aims at
positioning the
product with key
Adwords.

E-commerce
platform to be
utilised through
banner ads and
listing.

Media Strategy: Outdoor

Launch
Total of 10 billboards all over
Andheri.
Andheri selected because of
target demographics sample
& heavy Traffic
Total Adspend-2.98cr
Phase 2
Total Adspend is 4.1 cr

Media Type

Type

Size (W x H
in ft)

Hoarding

All

Multiple

Bus Shelters

NON
LIT

Petrol Pump

NON
LIT
BACK
LIT
BACK
LIT

Pole Kiosk
Retail Mall

N
u
m
b
e
rs
1
8

Rates/ Mon Total

Month th
(in Rs.)

15 x 4(T) - 4
x 4(S) - 12 x
3.5(B)

2
4

37.4 x 6
3x6
7x9

200000
250000
0
14000

2-3

33780
000

10080
00

90000

3
0
1
0

30000

85000

10800
00
27000
00
25500
00
1118
000

Media Strategy: Cinema

The audience gets into the most receptive frame of mind owing to
voluntary surrender to the environment.
The medium to be leveraged only in Phase 2.

Phase 2 would bring in a mix of slice of life, humour and Social

Awareness commercials.

The total Ad spend on Cinema is 29 lacs.

Budget Plan
Media

Particulars
Launc National Daily-English &
h
Hindi
Phase
Press
2
Broadsheets+Magazines
Launc
h
30 sec TVC
Phase
TV
2
20 sec TVC
Launc
h
Andheri-Mumbai
Outdo Phase
or
2

Intern
Youtube, Facebook,
et

Google, E-Commerce

Expected
Budget
Reach
15,126,19
4

3292000

25,085,75
0

5407500

18,489,60
0

59342700

55,105,81
1

145342100

29,800,00
0

41,100,00
0

4,197,000

560,000

Allocation
1.
2.
3.
4.

Launch: 30%
TV : 28 %
Press : 12 %
Outdoor and
Cinema : 22
%
5. Internet : 8%

References
http://www.indiaonestop.com/advertising.htm
http://www.zepo.in/blog/2014/04/15/online-marketplaces-reviewed
-for-indian-online-sellers-2
/
https://www.facebook.com/ads/manager/creation/creation/?
act=149299122&pid=p1
http://www.barcindia.co.in/

Thank You
#Perfect&You