Rural Marketing
Summary -----:: Channai-based group is a maverick marketer that got its product and marketing mix just right the company success is reminiscent of Nirma’s in the west company having there great income from south side of country. Its ayurvedic soap medimix rose meteorically from Rs.65crore four years ago to Rs.225crore in 2003.
The soaps are made manually , without the use of power even the bars are cut into cakes with hand-operated hydraulic cutters. However, the company plans to set up a state-of-the-art unit in Goa that that will make 1,000 cases per month and it plans to establish a supply chain to serve the northern market.
Medimix is a story of a home-grown product. Everything-from idea to research to manufacture, packaging, distribution and marketing-was done by a family proprietary, the company managed to develop a brand on its own terms. It all started with Dr. V.P.S. Sidhan ,who focused on finding cures through ayurveda.
So Medimix soap was born. Sidhan’s soap was made with 18 herbs in a coconut oil base in the back ard of his Chnnai Choolamedu house. In 1969 , Sidhan launched Medimix as total skin care ayurvedic soap with just Rs 500 as seed capital and a fraternity of chemists.
Recently, the company increased its advertisement expenditure, both in urban andrural markets. In the urban markets, it is targeting youth by promoting its products on MTV and hoardings in strategic locating in all metro cities. It is playing the herbal game by positioning its products on the nature and health platform. Company want to increase its penetration of rural product.
Facts and figures ----:: i } Ayurvedic soap medimix rose meteorically from Rs.65crore four year ago to Rs.225crore in 2003. ii } Medimix got an ORG rating of nine among soap categories on a national basis with minimal advertisement iii } The group’s six plants make 1.5crore 75mg cakes of
The soaps are made manually , without the use of power even the bars are cut into cakes with hand-operated hydraulic cutters. However, the company plans to set up a state-of-the-art unit in Goa that that will make 1,000 cases per month and it plans to establish a supply chain to serve the northern market.
Medimix is a story of a home-grown product. Everything-from idea to research to manufacture, packaging, distribution and marketing-was done by a family proprietary, the company managed to develop a brand on its own terms. It all started with Dr. V.P.S. Sidhan ,who focused on finding cures through ayurveda.
So Medimix soap was born. Sidhan’s soap was made with 18 herbs in a coconut oil base in the back ard of his Chnnai Choolamedu house. In 1969 , Sidhan launched Medimix as total skin care ayurvedic soap with just Rs 500 as seed capital and a fraternity of chemists.
Recently, the company increased its advertisement expenditure, both in urban andrural markets. In the urban markets, it is targeting youth by promoting its products on MTV and hoardings in strategic locating in all metro cities. It is playing the herbal game by positioning its products on the nature and health platform. Company want to increase its penetration of rural product.
Facts and figures ----:: i } Ayurvedic soap medimix rose meteorically from Rs.65crore four year ago to Rs.225crore in 2003. ii } Medimix got an ORG rating of nine among soap categories on a national basis with minimal advertisement iii } The group’s six plants make 1.5crore 75mg cakes of