Close on the heels of bringing on board Rediffusion Y&R as its creative AoR, Emami is now focussing on increased penetration across India and creating strategies that make its products the preferred choice of consumers. The company currently has one of the biggest distribution networks, directly reaching consumers through 30 lakh outlets.
Speaking to exchange4media, on the company’s product positioning plans, Krishna Mohan, CEO, Sales, Supply Chain and Human Capital, Emami India, said, “Our main focus for Zandu Balm would not be to compete in the balm category with other brands, our strategy would be to ask consumers not to develop the habit of taking painkillers and addictives, but use Zandu Balm instead, which is more healthy and applied externally. The idea is to increase penetration of the product in the markets and get top of mind recall. For Boroplus, we plan to introduce a new range of products within the brand, like sunscreen lotion, winter lotion and moisturisers. We also plan to diversify the antiseptic cream category and introduce specialised creams. The skin lotion market is growing at 20-25 per cent and we plan to tap that segment.”
Emami has been actively advertising its products across categories. This year, the company plans to spend about Rs 30-35 crore on advertising for Boroplus alone, while 15-16 per cent of the total sales has been earmarked for Zandu Balm.
Speaking on the spends division between various categories, Mohan said, “70 per cent of the spends would still go to ATL, 15-20 per cent on BTL and rest on other mediums.”
One would recall how the brand smartly used Malaika ‘Munni’ Arora Khan to endorse Zandu Balm post the popular ‘Munni badnaam hui’ song in the movie ‘Dabangg’.
Explaining more on the mediums being used by Emami to reach out to consumers, Mohan said, “The main thrust will always be on television. It has worked for us. The idea is to have a pan-Indian appeal for the brand, and our celebrity endorsements also ensure that. We would also use BTL and digital more now. The idea is to reach out to students and the youth and create touchpoints for them to experience the product. We also want to expand distribution of our antiseptic cream in the rural markets, hence, we showcase our products at various melas that are organised in these places.”
Meanwhile, no specific agency has been brought in to handle the brand’s BTL activities.