Emami has recently expanded its men’s grooming portfolio with the launch of Fair & Handsome Laser 12 Advanced Whitening and Multi Benefit Cream for Men and HE On The Go Waterless Facewash for Men. In 2015, the company acquired the business of ‘Kesh King’ and forayed into the Ayurvedic hair and scalp care segment.  Emami products are available in over 4.3 million retail outlets across India through its network of 3200+ distributors and its global footprint spans over 60 countries including GCC, Europe, Africa, CIS countries & the SAARC. Retail4Growth interviews Madan Pandey, President, Sales, Emami Limited to know about their in-store marketing strategy for these new launches planned for this quarter.
 
Are you looking at any tech driven solutions for these product ranges to connect better with the customers at the store level apart from the regular pop display items?
We have activated our product communication through social media & POS at store outlet.

How much of your shopper marketing budget is allotted for this? We have got an aggressive spending plan for shopper marketing initiatives to drive the brand imagery and create direct connect with the targeted consumer.
 
The natural and herbal based personal care products are gaining momentum in Indian market and the percentage of profit is also rapidly rising, so how are your brands playing the health card at the store level to engage with the shoppers? Ayurveda or Herbal range powered with health benefit is now truly becoming very popular among the consumer with the rise of lifestyle related disorders and consumers increasingly looking for natural solutions for the same. We have a strong portfolio of Ayurveda based products and we are continuously taking various initiatives to highlight the benefits of them for better consumer engagement at stores.
 
What are the new materials or solutions as a brand you are looking at from the RSP’s and what are your expectations when it comes to rolling out these campaigns in order to take them in a different level?  
 
Through innovative visibility as a brand at the point of purchase, we are establishing direct connect with targeted shopper thus creating excitement for the brands on shop floor to generate trial for our new as well as for existing products.