Published by MBA Skool Team, Last Updated: November 18, 2017
Marketing Strategy of Emami analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Emami marketing mix, help the brand succeed in the market.
Emami marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Emami Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
The product strategy and mix in Emami marketing strategy can be explained as follows:
Emami is one of the largest FMCG brands based out of India. Emami has been innovating and launching new brands and products to meet consumers need ever since it started. The products available are spread and utilized across various income and age groups considering young to old and everyone in between. Creating the best in class and affordable brands in health and personal care products is the key objective of the company. Emami has a total portfolio of over 300 diverse products in its marketing mix with 120+ products getting sold every second across the world.
Emami product line follows as below:
• Boroplus brand includes Antiseptic Cream, Prickly Heat Powder, Total Results Moisturizing lotion and Zero Oil Zero Pimple Face Wash
• Zandu Brand includes Balm and Balm Ultra Power
• Navratna brand includes Cool Oil, Extra Thanda Ayurvedic Oil, i-Cool Talc, Cool Talc and Almond Cool oil
• Fair and Handsome brand includes Complete Winter Solution, Instant Fairness Face Wash, Fairness Cream for Men and laser 12 advance brightening cream
• Menthol Plus includes Balm
• Fast relief includes Pain Relief Ointment
• Zandu Sona Chandi includes Chyawanprash Plus
• Zandu Kesari Jivan Chandi includes Kesari Jivan Chyawanprash
• Vasocare includes Herbal Petroleum Jelly
• Zandu Healthcare includes OTC, Classical and Ethical
• 7 Oils in One includes Damage Control Hair Oil
• Kesh King includes Haircare products
• Diamond Shine Crème Hair Colour includes shine crème and 5 different hair colour
• He includes on the go Waterless Face Wash
• Emami Golden Beauty includes Talc
• Emami Naturally Fair includes Herbal Fairness Cream
Zandu Balm and BoroPlus from Emami are amongst India's 100 Most Trusted Brands as per the Brand Equity Survey with BoroPlus enjoying access to 22% of all the Indian households with a market share of 76% in the field of antiseptic creams. Navratna oil is the leading cooling oil with a market share of 62%. Fair and Handsome captures the market share of 65% in men’s grooming area. Even in the international market, BoroPlus is the leading brand in Russia and Ukraine’s antiseptic and healing topical supplements category. Fair and Handsome leads in the United Arab Emirates, it is number two in Saudi Arabia and Bangladesh’s men’s face whitening and fairness cream category. Navaratna leads the cool oil market in the United Arab Emirates, Saudi Arabia and Bangladesh. Emami, though started from the very scratch, has made a remarkable presence throughout the globe.
Image: company website
Emami Price/Pricing Strategy:
Below is the pricing strategy in Emami marketing strategy:
One of the major reasons of success of Emami is providing products which are value for money.
Emami has a competitive pricing strategy in its marketing mix to tackle the offerings from all other FMCG players. Emami has been successful in penetrating both urban and rural market. Keeping the concept of pocket friendly products in mind, the company has launched various products sachet and low volume packets. The sachets like Rs. 5 of BoroPlus and Rs. 10 sachet of Fair and Handsome made the products reach to each and every section of the society. Emami keeps on working on their pricing strategy. Recently, they have reduced the price of Emami 7 Oils in One to pass on the GST benefit to consumers. Under the new pricing, 50 ml of the brand will be priced at Rs. 30 as against Rs. 32 earlier, 100 ml at Rs. 55 compared to Rs. 60 and the 200 ml bottle will now be costing Rs. 105 against Rs. 115.
Emami Marketing Strategy comprises of not only its Marketing Mix, but also segmentation, targeting, positoning, competition and analysis like SWOT. Also read Emami SWOT Analysis, STP & Competitors
Emami Place & Distribution Strategy:
Following is the distribution strategy in the Emami marketing mix:
Emami has its presence not only in domestic market but also in the international market. It is spread across 60 countries, with primary focus in Gulf & Middle-East, CIS, SAARC, Africa and SEA regions. Emami have dedicated manufacturing units in India and abroad to develop products suited to meet the diverse needs and preferences of consumers in different markets. There are total 8 manufacturing units in Bhoypur, Amingaon, Patnagar ,Dongri, Kolkata, Vapi, Massat and Pacharia in India with a new one starting in Guwahati in February, 2017 and 1 unit in Bangladesh. Distribution channel of the comany is well-organised, efficient and fast and to maintain that it has 33 warehouses, 3250 distributors and 6500 sub distributors with direct reach across 7.3 Lac retail outlets. Emami products are easily available at departmental stores, general stores, chemists, almost all retail outlets and even in e-commerce sites.
Emami also initiated project Dhanush to facilitate distribution strength by covering around 16,700 villages and towns directly across the country where the population is less than 50,000.
Emami Promotion & Advertising Strategy:
The promotional and advertising strategy in the Emami marketing strategy is as follows:
Emami is one of the highest spenders on advertising and promotions in its category. India is a market of over a billion people and a majority of this market is rural, at the bottom of the pyramid. It is price sensitive and emotional. This segment responds to the pull of a visible celebrity. They pioneered the concept of endorsements and in-film advertising with the objective to create aspirational aura and recall. The promotions were directed at arresting the attention. The brand ambassadors were signed on the basis of the brand need and the fit between the particular brand and the star. Till date, Emami has been endorsed by more than 60 celebrities like Amitabh Bachchan, Shah Rukh Khan, Rekha, Kangana Ranaut, Juhi Chawala, Sourav Ganguly, Sunny Deol etc. It promotes using healthy mix of print, television and digital medium. Advertisements are shown on television channels like Star Plus, Zee Cinema, Sony TV, Colors and many more along with sports channel for maximum coverage. Also, several ATL and BTL activities are conducted to promote the brand. Emami was also involved in sponsorship activities with beauty pageants like Kolkata Fashion Week held in 2009. The company also provides various offers and discounts to promote and create customer loyalty. Also, these offers provide huge sales and high volumes of revenue. Hence this concludes the marketing mix of Emami.
FMCG contributes as the 4th largest sector in the Indian economy. Emami Limited is among the leading and the fastest growing Indian personal and healthcare FMCG with an extensive products portfolio and one of the most admired brands in Indian households. Mr. R.S. Agarwal and Mr. R.S. Goenka started the company with a dream of reaching out to each and every Indian middle class household to provide them cosmetic products and ayurvedic medicines under the brand name of Emami. Currently, the comapany has 3100 employees with market capitalization of around Rs. 25000 crore and net revenue of Rs.
2500+ crore. Emami is just not limited to FMCG sector, the company has its presence in diversified sectors such as newsprint manufacturing and packaging boards, edible oil and biodiesel, real estate, hospitals, ballpoint tip manufacturing, retail, pharmacy chain, cement, solar power and contemporary art.
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