Top Story

Home >> Marketing >> Article

Jafra finds potential in N-E; bullish on expansion

09-February-2011
Font Size   16
Jafra finds potential in N-E; bullish on expansion

Following its entry in the Indian market in October 2010 in partnership with Ruchi Cosmetics India Pvt Ltd, Jafra, the global direct selling cosmetics company, is now looking to consolidate its presence in the country and expand across the country.

Johan Wicklund, Joint Managing Director, Jafra Ruchi Cosmetics Pvt Ltd, told exchange4media, “We see enormous potential in Indian market. There are favourable economic reasons for us to grow. The middle class consumer segment is growing exponentially. Our target audience is very much within those segments. The way direct selling is now moving, there is a clear cut opportunity. Eureka Forbes was the first company to come here and many of them started their operations in 1995.”

The company is analysing the markets as of now and discovering positive signals for growth. “The market could not be better than now and we see strong signals of potential growth, especially the North-East part of the country. Chandigarh, Delhi, Ludhiana are amongst the cities we are targeting first,” Wicklund informed.

But what made Jafra believe that the Indian cosmetic industry is seeing its growth curve going up? Wicklund replied, “Competitors are growing at about 30-40 per cent and these signs prove that the market is picking up. People are seeking business opportunities all the time and there are opportunities to gain independence. Here, to find your own identity, you don’t need to put in more money.”

Harish Singla, Joint Managing Director, Jafra Ruchi Cosmetics Pvt Ltd, felt that there was stiff competition in the direct selling category. According to him, “It is competitive landscape. The Indian market is resourceful and we will be competing directly with few selected players. In the world of direct sales, we compete with the retail market. Surely there is competition.”

Since the brand is at its nascent stage, it is still mulling over how to go about advertising its specialty. Speaking on this, Wicklund said, “We are not going to be on television as of now, but we will be doing lot of PR activities. Website would be a very important tool of communication for us, but we are not selling to mass costumers. We have a premium positioning. We also send internal newsletters to consultants for timely communication.”

And the first step has been taken in that direction with the appointment of actress Sushmita Sen as its brand ambassador. “Jafra is about the empowerment of woman and we felt Sush stood out from everybody that we were looking at. She will be promoting the brand manifesto,” Wicklund stated.

He also believed that direct selling companies’ perception of advertising as a medium of communication was changing. “What drives us is our team of independent consultants, and in the recent years, more and more companies are doing advertising. The pattern has changed and today and the players are finding it fruitful,” he added.

Speaking on the budgets, Singla divulged, “We are a bit cost-driven, but we don’t have substantial budgets. Broadly speaking, we are looking to keep aside 20-25 per cent of our sales revenues for our marketing budget.”

He further said that at present it was very difficult to foresee the growth, but added that the company had chalked out aggressive plans. “The project is at a high-focused priority,” he insisted.

For the record, Water, Mudra India’s strategic unit is handling the brand’s identity and strategy.
 

Tags e4m

The new Head of Office for FCB Ulka Bengaluru on her vision for the agency, her role in shaping brands over 16 years, and why it is important to have fun in advertising

Strategy Head, Zirca Digital Solutions listed out key aspects of a good content marketing strategy and performance indicators for successful campaign

Richard Ingleton, Group CEO, Kantar Insights, says it is not right to associate market research with just survey

Vaishali Verma of Initiative, part of the Interpublic Group’s media management network IPG Mediabrands, spoke about her transition to CEO, and her vision for the agency

right
left
MINDSHARE BAGS TOP HONOURS @INDIAN CONTENT MARKETING AWARDS 2018 REALTY+ ORGANISES ITS 10TH CONCLAVE & EXCELLENCE AWARDS WPP CELEBRATES WINNERS OF BRANDZ 75 MOST VALUABLE INDIAN BRANDS IN MUMBAI MATHRUBHUMI LAUNCHES NEW VENTURE WITH MATHRUBHUMI MEDIA SCHOOL MULLEN LOWE LINTAS GROUP, OGILVY DOMINATE IAA AWARDS FOR CREATIVE EXCELLENCE THE AD CLUB RECOGNIZES INDUSTRY-LEADING BRANDS AT MARQUEES 2018 IN MUMBAI VIACOM18 SHOWCASES ITS NEW MULTI-LINGUAL WEBSERIES, THE VOOT ORIGINALS @MUMBAI EXPERTS PICK THE BEST OF CONTENT MARKETING AT JURY MEET FOR ICMA 2018 RAJDEEP SARDESAI LAUNCHES NEW BOOK ‘TRACKING INDIA IN THE MODI ERA’ AT DELHI CHLOROPHYLL ENTERS ITS 20TH YEAR CELEBRATING WITH FRIENDS AND ASSOCIATES INDUSTRY VETERANS ADDRESS ATTENDEES AT THE INMA SOUTH ASIA MEDIA FESTIVAL @DELHI RADIO CITY RECOGNIZES BUSINESS ICONS AT DELHI ICON AWARDS 2018 KARAN THAPAR & SHEKHAR GUPTA DISCUSS JOURNALISTIC ETHICS AT THE PRINT’S ‘OFF THE CUFF’ WOMEN ECONOMIC FORUM AWARDS 2018 RECOGNIZE WOMEN LEADERS OF THE DECADE THE 6TH EDITION OF IAA AWARDS RECOGNIZES THE WORK OF INDUSTRY PROFESSIONALS 11 INDUSTRY EXPERTS PRESENT  THEIR FAVOURITE DIGITAL CASE STUDIES @AD CLUB’S ‘D-CODE BUSINESSWORLD LAUNCHES 14TH EDITION OF MARKETING WHITEBOOK IN MUMBAI INDUSTRY VETERANS CHEER AS ADMAN AMBI PARAMESWARAN LAUNCHES NEW BOOK SPONG AAAI HONOURS VETERAN ADMAN RAM SEHGAL WITH THE 2018 LIFETIME ACHIEVEMENT AWAR PITCH TOP 50 BRANDS 2018 AWARDS COMPANIES WITH BEST MARKETING PRACTICES

Strategy Head, Zirca Digital Solutions listed out key aspects of a good content marketing strategy and performance indicators for successful campaign

The redesign process took nine months to conclude and was aided by brand consultancy Wolff Olins together with type foundry MCKL

A weekly roundup of all big stories that made headlines during the week