Business Daily from THE HINDU group of publications
Thursday, Aug 24, 2006
Business Daily from THE HINDU group of publications Thursday, Aug 24, 2006 |
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Marketing
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Advertising Industry & Economy - Alternative Medicines Ozone plans Rs 5-cr push for No Marks cream Debdatta Das
The company is also slated to launch its hair care products and body contour oils under the "Ozone' brand, targeted at buyers of premium products.
New Delhi , Aug. 23 Ozone Ayurvedics has earmarked an investment of Rs 5 crore for a pan-India awareness campaign to re-position its Rs 40-crore brand No Marks, as a specialist in the anti-mark creams segment. "We have launched the ad campaign to not only make people more aware of the brand, but also clear the misconception of No Marks being a fairness cream that also removes marks. We wanted them to realise that it is a cream that is a specialist in reducing and removing marks from the skin. "In fact through the campaign themed kuch ho sakta hai, we have used the scepticism that most people have towards such products into making them aware of its proven results," said Mr Sandeep Ghosh, President, Sales and Marketing, Ozone Ayurvedics. He denied recent reports that suggested No Marks was going to sell out to another FMCG company saying that the brand, besides being the flagship of the company, was a passion for it. No Marks, which claims 100 per cent response in terms of mark reduction and removal, captures 42 per cent of the anti-marks cream market in terms of volume, while in terms of value its share in the market is about 50-55 per cent. The campaign would also include various other methods to reach out to consumers, like `question and answers' in the print media and beauty suggestions by specialists in the retail outlets and also assessing the brand through consumer feedback. "The campaign will be totally in tune with the specialist image that we are trying to create for the brand, which will include a common feature across all the brand products. In fact, we are also looking at changing the packaging of the cream to be in tune with the campaign," said Mr Ghosh. Ozone Ayurvedics is also planning to increase its retail presence from the current 3-lakh outlets to 4 lakh by the end of the current fiscal. Besides this, the company is also planning to foray into the anti-ageing segment, under the No Marks brand that already has a face wash, scrub soap, elbow cream and sunscreen lotion in its portfolio. Ozone Ayurvedics is also slated to launch its hair care products and body contour oils under the "Ozone' brand, targeted at buyers of premium products in the next two months. "We are looking at a turnover of Rs 3 crore from the `Ozone' brand in the first year of its launch," said Mr Ghosh. It is also in talks with Reliance Retail for a tie-up, to give its products greater space and visibility in Reliance's retail stores. Ozone Ayurvedics is expecting to grow by 100 per cent in 2006-07. It had clocked a turnover of Rs 52 crore in 2005-06, and is expecting around Rs 95 crore in 2006-07.
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