Channai-based group is a maverickmarketer that got its product and marketing mix just rightthe company success is reminiscent

of Nirmas in thewest company having there great income from southside of country. Its ayurvedic soap medimix rosemeteorically from Rs.65crore four years ago toRs.225crore in 2003. The soaps are made manually , without the use of powereven the bars are cut into cakes with handoperatedhydraulic cutters. However, the company plans to set upa state-of-the-art unit in Goa that that will make 1,000cases per month and it plans to establish a supply chainto 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 familyproprietary, the company managed to develop a brand onits own terms. It all started with Dr. V.P.S. Sidhan ,whofocused on finding cures through ayurveda.So Medimix soap was born. Sidhans soap was made with18 herbs in a coconut oil base in the back ard of hisChnnai Choolamedu house. In 1969 , Sidhan launchedMedimix as total skin care ayurvedic soap with just Rs500 as seed capital and a fraternity of chemists.Recently, the company increased its advertisement expenditure, both in urban andrural markets. In the urbanmarkets, it is targeting youth by promoting itas products on mtv and hoardings in strategic locations across all metro cities. Its playing the herbal game by positioning its products on the nature and health platform. The company wants to increase its penetration in the rural market. Factsandfigures----::i } Ayurvedic soap medimixrose meteorically from Rs.65crore four year ago toRs.225crore in 2003 ii } Medimix got an ORG rating of nine among soapcategories on a national basis with minimaladvertisement iii The groups six plants make 1.5crore 75mg cakes of soap, and30lakh cakes of 125gm which is very good and healthyincome for company. iv } Medimix soap was born with 18 herbs in a coconutoil. v } medimix launched ayurvedic soap with just Rs.500 asseed capital and a fraternity of chemists. vi } soap was priced at 85 paise at the time of launch andtoday sell for Rs. 9.50. vii } According to the July-September 2001 ORG figures of volume in tonnes of the top 25 brands of soap on anational basis. Medimix at 2625.3 tonnes is way aboveMysore Sandal, Margo, Nirma, Jai, Cinthol Fresh, Pears,Lux International skin care, Liril and Dettol. In the southzone alone it is the sixth-highest seller w now in an all new look.Available in 125gm, 75gm, 45gm,18gmIntroducing the New Medimix TransparentGreen bar with natural fresh fragrance and superiorlather, effective for dry skin.Medimix for dry skin containsa unique combination of purest and finest gradevegetable Glycerine and the time tested Ayurvedicformulation of Lakshadi oil. These effectively Moisturizesdry skin making it soft and supple and helps reduceitches and cracks caused by dryness . It is also effectivefor people with dry skin and for dryness caused by winterand adverse seasons.A traditionally Hand Made Ayurvedicsoap to effectively prevent dryness of skin.Available inselect outlets only.Available in 125gm, 75gm,Introducing New Medimix with Sandal andEladi oils, effective for skin blemishes. Contains a uniquecombination of Sandal oil and the time tested Ayurvedicformulation of Eladi oil.Works effectively on blemishes,dark spots and other pigmentation marks leaving youwith clear, blemish-free skin.This unique combination of ingredients also helps keep your skin fresh andglowing.Luxurious sandal bar with rich fragrance.

MARKETING STRATEGY AND RELAUNCH IN THE NORTHERN, EASTERN AND WESTERN REGIONS. We discovered that Medimix customers never spoke openly about the fact that they used the product. There was no pride associated with using Medimix. People only looked at it as a medicinal solution to their skin

problems. In other words, the soap was purely viewed as a functional product, and was ignored once the problem was solved. We also realized that most other soaps promised beauty. And though theres no way a cake of soap could make people beautiful, consumers bought it. They did not buy the idea or belief that a soap could make them beautiful, but they bought the soap. With some powerful insights garnered, we now had our task cut out. We had to increase the consumer base of Medimix, and infuse a sense of pride in using Medimix. The communication: It works http://creativelandasia.com/medimix.html (March 2009)

We broke away from a regular problem solution format, something Medimix was used to for years. And decided do approach the communication with a different tone. Belief. We had actual users coming forward, holding the soap with pride in public places and announcing that it works. We shot the same as a TVC. And created posters and hoardings to back it. In just two months, offtakes in the retail market showed a change. The offtakes increased considerably.

MARKETING STRATEGIES OF MEDIMIX In 2008, as a part of its marketing campaign, Medimix was selling out its soaps along with free match boxes. In 2007, Medimix was found to be the most preferred soaps In all the hotels, down south in spite of facing a competition with 10-15 other strong brands in the bath soap category. In 2006, CHOLAYIL has relaunched Medimix in new packaging after 36 years. The objective is to make the soap brand contemporary to attract the younger generation and other consumers as well as make the brand amenable to variants and extensions. -The new pack contains information about the ingredients and its clinically-proven benefits, information that the new consumer does not gather from the old pack. In 2006, the company planned a pan-india launch of its products.

How was the Medimix brand promoted initially before you came on to television? What was your target audience and how did you break into an overcrowded market?

Initially, the soap was sold only in chemists' shops. It was the doctors who first recommended it. As more and more people began using it, Medimix became popular and was sold from general shops as well.One of the first campaigns of Medimix had this slogan 'Doctors prescribe.' In 1978, we made our first ad film, which was shown in theatres. Our target audience has always been the middle-income group. Initially, we positioned the brand as a cure for skin problems and later on moved the emphasis to beauty. Our latest campaign in the Tamil media is on keeping the skin young.