Marico uses integrated marketing approach for kaya skin clinic

NEW DELHI: Marico Industries has worked out an integrated marketing campaign for the propagation of its new venture ` Kaya Skin Clinic', a new concept for skin care approved by US FDA.



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.


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