The Hindu Business Line : Ozone Ayurvedics launches premium brand

Mr Sandeep Ghosh, VP Sales & Marketing, Ozone Ayurvedics, told Business Line, "We are launching a signature line under the Ozone brand, which will be a pure ayurvedic brand at the premium end of the market." Restricting the distribution of its premium brand to modern retail chains, the company would continue to appoint beauty advisors at its counters to propagate the virtues of the hair oils and anti-acne creams. A premium range of soaps would also be launched under the Ozone brand.

Region-specific marketing

The company has decided to avoid mass media advertising for its new premium range. "We have decided to use events and below-the-line activities to promote the new brand," says Mr Ghosh.

The products would be launched in Delhi and Mumbai initially before moving to the southern markets.

"We have decided to have a different marketing set-up for the southern markets and there would be separate brand managers appointed for the region. The media used would also be different since we realise the idiosyncrasies of these markets, which are different from the rest of the country," he says.

Expecting to record Rs 3-4 crore turnover in the first year of its launch, the brand would be manufactured at company-owned facilities.

Sun-block foray

Meanwhile the company's flagship mass brand, Nomarks is entering the sun-block segment with a sunscreen lotion. Graduating from the anti-blemish platform, the company hopes to ride on the high growth in this segment.

"The sunscreen market is growing and we expect to gather a 6 per cent share in this segment." The sun-block market at Rs 80-100 crore is dominated by HLL — 18 per cent share — with its Lakme Sun Expert range. It and it has also recently stretched the equity of its brand Fair & Lovely into the same segment.

Ad-spend

Earmarking an ad budget of Rs 30 crore this year, the company, which has Mudra as its agency, is scouting for two more agencies to handle its soap scrubs under Nomarks and for its Kwik and Itis brands. The Rs 52-crore Ozone expects to double its turnover this year.

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