Emami Brand Analysis

BRAND MANAGEMENT INDIVIDUAL ASSIGNMENT | SUBMITTED TO – PROF. RAJEEV KAMBLE RAHUL GHOSE | ROLL NO. 2012228 | SEC – DE1

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BRAND STRATEGIES

BRAND PERSONALITY + CORE VALUES Emami, started off in the mid 70’s, entered the FMCG market which was highly dominated by multinationals. It dreamt of reaching to the Indian middle-class, whom they thought had increasing trends of consumption. With its vast array of product portfolio, Emami aimed at "Making people healthy and beautiful naturally". The Emami brand represents beauty, trust, success, self-made, values & culture. The overall brand is adept at selling beautiful dreams to middle-class Indians, who desire of finding & establishing their own identity, thereby creating an emotional connect with its target audience. Emami’s mission has remained the same. Earlier, it was more of a female centric brand catering to fulfilling their needs. Now, they have successfully broadened their scope of activity to include men’s needs as well. PRODUCT PORTFOLIO + VALUE PROPOSITIONS + IMPLICATIONS Emami puts forth a vast array of products that cater to varying needs of middle & lower middle class Indians. Some of their brands have gone ahead to become power brands for the company, commanding a higher share in their respective categories & some have also created new product categories in itself. We now look at some of Emami’s major products from the branding perspective. FAIR AND HANDSOME The brand became the creator and the market leader of men’s fairness cream segment. It had the first mover advantage. It is undoubtedly a result of brilliant market research and tracking consumer behavior, executed through innovation. The value proposed is “fairness for men”, positioned as “World’s No.1 Fairness cream”. However, I believe that it had started on the wrong foot, from the naming itself. While it is conventional to use the phrase ‘Dark & Handsome’, ‘Fair & Handsome’ sounds clichéd. It sounds like a copy of HUL’s ‘Fair & Lovely’ and also...