Oriflame India, a wholly owned subsidiary of Oriflame, has unveiled plans to foray into the oral care and wellness sectors in the coming fiscal. The company intends to spend one-third of the overall marketing budget on the oral care and wellness sectors and focus on BTL and print initiatives in 2009.
Devapriya Khanna, National Marketing Manager, Oriflame India, said, “We are venturing into the oral care category by launching two variants of toothpastes in Q1 2009.” Oriflame is also venturing into the wellness category in 2009 and the reasons for venturing into these segments are in keeping with Oriflame’s thought of offering products that enhance holistic beauty. The overall positioning of the wellness products has two planks – one is ‘beauty from within’ and second is ‘get into your favourite dress ’.
She further said, “We don’t have an ad agency. All creatives are done by our in-house designer. We will spend 5 per cent on marketing out of the total investment to be made in India in 2009. We will be promoting our products through events, media tie-ups, OOH, in theatre, etc. We will be doing select print advertising primarily in women’s magazines. Direct marketing will be a key element of our BTL mix.”
“We are looking to launch over 400 new products, focusing primarily on colour cosmetics and fragrances in 2009.” Khanna, said, adding, “2008 has been a good year in terms of growth. Our growth on a month to month basis on an average has been 50 per cent. We have over one lakh consultants and we invest on training them. We are a direct selling company and hence, our marketing is very segmented and focused. We plan our marketing initiatives on the basis of identifying key markets and key audiences, depending on what we want to achieve through our marketing campaigns.”
“Delhi is our biggest market and will continue to remain our focus for the next fiscal. We will also strongly target eastern and northern parts of India. We are targeting consultants as well as end consumers,” Khanna further said.