|
 As
part of its marketing strategy, Marico is concurrently working on
several initiatives such as print advertising, public relations,
direct marketing and previews or events for creating awareness about
the new concept.
"Our primary objective is to create awareness about the new
concept and highlight the experience of visiting Kaya skin clinic
to induce trial among the potential consumers. The differentiating
factors of this concept are its ambiance, service quality, specially
created Kaya drink, treatment and consultation from dermatologist
," said Marico's manager - communications, Deepa Thomas.
On the concept, she added, "Kaya Skin Clinic is completely
non-invasive. There is no surgery that we offer. It normally takes
45 minutes to one hour to work on your skin. The services which
we offer here are skin polishing and brightening, Kaya glow, peels,
laser hair reduction, photofacials, facelifts and pigmentation and
scar reduction. The skintreatments are offered by highly trained
skin practitioners under the supervision of an in-clinic dermatologist
in a professional, serene, zen-like environment."
 The
print campaign has been released in the leading newspaper supplements
such as Bombay Times, Delhi Times, HT - City, Sunday Mid-day etc.
"We have been using various press campaigns to popularise this
very innovative concept," said Thomas. Marico has also signed
former Mrs. World Aditi Govitrikar as the brand ambassador for Kaya
Skin Clinic, used in the print campaign and other promotional events.
Besides its advertising agency Alok Nanda and Co. Communications,
Marico is also utilizing services of two agencies_Oglivy One (in
Mumbai) and iContract (in Delhi) for direct mailers, workshops at
shopping malls and clubs. "We decided to go with two different
agencies for DM as we evaluated agencies on skill sets. Also the
needs for two markets are different with customers more aware of
such concepts in Delhi," said Marico's business manager P.
Venkatesh, who mentioned that image of Kaya Skin Clinics is being
portrayed as `classic and subtle'.
"We are creating mini-Kaya clinics through our workshops, where
we offer few services to give the feel of this concept. Besides
this, we have worked out generic articles in lifestyle magazines
on topics such as `monsoon skin care' and `hair removal using laser
technology'," said Thomas, who declined to comment on advertising
and promotion budget.
Launched in December last year, Marico opened a new Kaya skin clinic
in West Delhi, its third in Delhi on Thursday. In all, Marico has
six outlets, three each in Delhi and Mumbai.
|
