TEAM Krack MEMBERS Dhwani, Imtiaz, Neelam, Poornesh.

(IIPM D)

ABOUT PARAS PHARMA AND RECKITT BENCKISER: Paras Pharmaceuticals Limited - Indias leading FMCG company with household brands in the Healthcare & Personal care space. The innovative nature of products have gained wide acceptance beyond national boundaries. Parass strength lies within them for developing new categories and is widely respected for its category creation ability. Paras generated net sales of INR 4,014 million March 2010

Reckitt Benckiser (India) Ltd is engaged in the manufacture, sale and export of drugs and medicines, such as bulk drugs in the form of liquids, ointments, and tablets; denture products; food products. Reckitt Benckiser portfolio of brands include Dettol, Vanish, Durex, Airwick, Mortein, Veet, Clearasil and Strepsils, among others. In December 2010, Reckitt Benckiser UK, announced its decision to buy out the Ahmedabad-based Paras Pharmaceuticals for Rs 3,260 crore.

ABOUT PERSONAL CARE INDUSTRY: Personal care industry amounts to Rs 200,000 crore, as per the report in the year 2011 and is expected to grow 15% in the next 5 yrears. Source: http://www.business-standard.com The big players in the field of Personal care are 1) Hindustan Unilever 2) Procter & Gamble 3) Paras Pharma

4) Dabur 5) Marico ABOUT THE FOOT CARE CREAM MARKET: Foot care cream is a SMCG slow moving consumer goods. Source:marketingpractice.blogspot.com Foot cream is a niche market. The indian foot cream market amounts to Rs 50-60 crores. Source: businessline.com

FOOT CARE CREAM PLAYERS: The main players are 1) Krack 2) Dr.Scholls 3) Himalaya foot cream 4) BoroPlus Foot cream Krack was the first to introduce a foot care cream in the Indian market. Dr.Scholls was the leader globally. Source marketingpractice.blogspot.com

KRACK: Krack cream an antiseptic cream which was originally formulated as a cream for burns, has been positioned as a specific solution for cracked foot heels. Source the financial express "People the world over like to spend more time and money taking care of their face and hair than their feet. It is always a challenge to market foot care products." THIS INFLUENCED THE CEO OF PARAS PHARMA. Krack cream was launched in 1993. Why started? The Company noticed that the market was using petroleum jelly and there was no market for cracked heels and that is when they captured the Indian market.

 Paras team found out that the burn cream market was on the decline. And there was a market for a product to heal cracked heels. Source : Business standard. SUCCESS OF KRACK CREAM: Krack registered a sale of 3.8 million tubes in the first year which shot upto 8 miilion by 1996 and now the brand is pegged at around 32 crores. Source: Rajehaithalblogspot Krack Foot cream stated as the No 1 medicated skin treatment for cracked heels Middle Eastern-North African (MENA) markets - Paras' flagship brand Krack posted a 100% annual growth in the MENA markets.

BRAND SPECIFICATIONS: Krack Cream is a best example for Benefi Segmentation. The Brand provides Do good, Feel good, Look Good. Source : the book 24Brand mantras A glimpse of the brand : Cracked heels was indeed a problem that could have a solution. And thats where Krack Cream captured the market. Focuses not only on taking care of cracks on the sole of our feet but also talks about comfort and feel good solution.

ADVERTISEMENT NOTIFICATIONS: A 14 day formula to get rid of cracked heels. Keeps the roughest skin soft. Keeps your feet soft. A friend/guide/instructor to a woman. Always tried talking to housewives in the early ads ( 1994 2005) Tried to be young by taking young looking woman yet married and dressed modern. ( the cycle ad)

 The women never have to be embarrassed. Takes care of the roughness. Makes soft, Keeps soft. Moving towards a target segment of youth/ career oriented woman by showing the brand look younger. Tried to show the woman is always held up with the house work or taking care of the people and has no time to take care of herself. Talks to the woman pointing that foot is as important as facial beauty. And builds an insight in the customer to feel confident after applying Krack.

THE BRAND TRIED TO: Changed to herbal Changed the Packaging Currently, changed to Krack Gel.

KRACK CREAMS POSITIONING: A Foot care Specialist. Soften and smoothen heels The best part about the brand is that it was 1st in the Indian market so the customers are able to relate to the brand. Brand name: The name is also catchy. Simple and easy to understand in any language. The brand name is strength itself because it exactly fits into the trap of cracked heels. The name begins the positioning process, tells the prospect what the products major benefit is. The 3Cs of Advertising: S.No 1 2 3 THE Cs Crystal Clear Consumer Based Competitive RESULT Yes Yes Partially

A FEW THINGS ABOT THE BRAND: BRAND IDENTITY: A friend to the woman. FUNCTIONAL VALUE PROPOSITION: No more cracked heels. EMOTIONAL VALUE PROPOSITION: Bhoolna nahi(Hindi) Do not forget me! Krack SOCIAL DRIVERS: targeting on the Indian housewives. Currently, moving towards an age limit of 25 and above.

PROBLEM FACED BY KRACK: Problem 1) A customer writes in the website consumercomplaints.com stating that Krack is a duplicate product.it was because the market have started manufacturing similar Krack like products. So what should Krack do? Solution: According to my team: Krack has to maintain its goodwill and not lose its market share. Krack should create an advertisement stating the customer to look for a particular symbol. And to create an awareness among the customers to not just choose a product, because more than the money it matters to the health.

Problem 2) As the Brand Krack tried to be young it started losing its market share. And when Krack Gel replaced the market its not doing great, why?

 Its not doing good because generally when it was earlier targeted to the age group of 40+, they believe when its an ointment to heal something then it should be sticky and prove to the prospect that its been applied. Then the ad targeted on the youth, and made it non sticky so that the youth could relate to the brand. But the issue was, the youth would want to spend on monthly pedicure rather than applying cream for continuously 14 days, 2-3 times a day. The solution to this problem could be: Make the Gel in the tube form, if not the youth but it would be an ease to the housewives to use it. Try to change the target audience towards an age limit of 35 and +. Because the youth would prefer a pedicure and would move easily. As it slowly moved towards the younger audience, and before it completely fades of it can move backwards and slowly change the targeting by signing a little more older model.