Marketing Mix of Emami and 4Ps (Updated 2023)

The Marketing mix of Emami analyses the 4Ps of Emami, which includes the Product, Price, Place, and Promotion of Emami. Emami is a public company associated with the FMCG sector. It is of Indian origin and is headquartered in Kolkata, India. Emami dealt in the healthcare and personal care sector and was established in 1974 by its founders, R.S. Goenka and R.S. Agarwal. It has targeted the middle-class section of society as its potential customers. Some of its main rivals in the consumer market are as follows-

• Marico
• Nestle
• HUL

About Emami

• Type: Public Company
• Industry: Fast-moving consumer goods (FMCG)
• Founded: 1974
• Founders: R.S. Agarwal and Aditya Agarwal
• Headquarters: Kolkata, India
• Area served: India and over 60 countries
• Current CEO: Radheshyam Agarwal
• Number of employees: 3,200
• Major products: Personal care, healthcare, and Ayurvedic products

Emami Product Strategy

Emami has projected its products as organic, natural, and herbal, creating a top-rated product portfolio in the consumer market.

The product mix of Emami in 2023 is as follows(Source)

1. Personal Care and Cosmetics: Fair and Handsome (Men’s skincare), Boroplus (Skincare), Navratna (Hair oil and skincare), Emami 7 Oils in One (Hair oil), Zandu Balm (Pain relief), HE Deodorants (Deodorants and fragrances), Emami Diamond Shine (Beauty products)
2. Healthcare: Zandu Pharmaceuticals (Ayurvedic healthcare), Mentho Plus Balm (Pain relief), Fast Relief (Pain relief), Himani Fast Relief (Pain relief), Zandu Sona Chandi Chyawanprash (Ayurvedic health supplement)
3. Edible Oil: Emami Healthy & Tasty Cooking Oil
4. Dairy and Agri-Products: Emami Healthy & Tasty Dairy Products, Emami Agrotech (Edible oils, biodiesel, and other agri-products)
5. Other Products: Cement (through its subsidiary, Emami Cement), Paper (through its subsidiary, Emami Paper Mills), AMRI Hospitals (Healthcare services).

Emami Place Strategy

Emami has successfully created an international market presence spread to sixty countries in SAARC, CIS, and GCC regions, including Nepal, Russia, and Ukraine. It has Kolkata, Mumbai, New Delhi, UAE, Moscow and Singapore offices. Emami has one overseas unit in Bangladesh and seven manufacturing plants in India, including Abhoypur, Kolkata, Amingaon, Vapi, Pantnagar, Dongari, and Massat. The brand has an extensive and exclusive distribution network in India that includes both rural and urban sectors, and some of them are located in Agartala, Ambala, Bangalore, Bhiwandi, Chennai, Delhi, Guwahati, Indore, Jammu, Jaipur, Kolkata, Patna and Varanasi.

The distribution channel and distribution strategies of Emami are well-organized. For efficient and fast results, it takes the help of thirty-two depots, three thousand and five hundred distributors, sixty super-stockiest, four thousand sub-distributors, and five lakhs direct retail stores. It also has a tie-up with ITC Ltd to distribute its merchandise via e-choupal outlets. Emami products are readily available at department stores, general stores, corner shops, superstores, chemists, beauty parlors, salons, and almost all retail outlets in India.

Here are five key points regarding Emami’s place strategy:

1. Extensive Retail Network: Emami maintains a vast network of distribution channels, including retail stores, supermarkets, pharmacies, and convenience stores, to ensure its products are readily available to consumers in urban and rural areas.
2. Global Presence: Emami has a global footprint, with a presence in several countries. Its international distribution strategy involves partnerships with local distributors and retailers to cater to diverse markets effectively.
3. E-commerce and Online Presence: Emami actively engages in e-commerce, operating its online store and collaborating with various e-commerce platforms to reach tech-savvy consumers who prefer shopping online.
4. Strategic Partnerships: The company may establish partnerships with beauty salons, healthcare facilities, and wellness centers to promote and distribute its products, enhancing brand visibility and credibility.
5. Supply Chain Efficiency: Emami focuses on maintaining an efficient supply chain management system to ensure timely delivery of products to distribution points, minimize stockouts, and optimize inventory levels to meet consumer demand.

Emami Pricing Strategy

Pricing policies can make or break a company. Emami owes its success mainly to its competitive pricing strategy and policies, which have helped the company penetrate urban and rural markets equally. The company has launched its products in various quantity packs to make them reach every section of society.

It has adopted a reasonable pricing policy, which makes products affordable to the general masses. It provides discounts and incentives to its customers to retain their loyalty and create huge sales. High volumes result in more significant revenues for the company, making it one of the best-known brands in the industry.

Emami employs a dynamic pricing strategy that combines value-based pricing with competitive positioning on various market share fronts. This approach entails several key facets:

1. Value-Based Pricing: Emami carefully assesses the perceived value of its products by consumers, taking into account factors such as brand reputation, product quality, and unique features. Prices are set at levels that align with this perceived value, allowing Emami to cater to different customer segments effectively.
2. Competitive Pricing: In the highly competitive sectors in which Emami operates, such as personal care and healthcare, the company closely monitors the pricing strategies of its competitors. Emami aims to offer competitive prices with rival brands, ensuring its products remain attractive in the eyes of budget-conscious consumers.
3. Promotion-Driven Pricing: Emami often uses promotional pricing strategies, leveraging sales, discounts, and bundled offers during specific seasons or events. These promotions stimulate sales and create a sense of urgency and excitement among consumers.
4. Market-Specific Pricing: Emami may adapt its pricing strategies to regional consumer preferences and spending capacity variations. This allows the company to maintain relevance and accessibility across diverse markets.
5. Premium and Niche Products: Emami offers premium and niche products within its portfolio, priced at higher levels to cater to consumers seeking exclusivity or specialized solutions. This approach enhances the brand’s overall profitability and product diversification.

Emami Promotion Strategy

Emami is one of the most popular brands in the domestic market and has created a marketing strategy heavily dependent on celebrities and good commercials. Shahrukh Khan has been roped in to take part in Fair and Handsome commercials, Amitabh Bachchan and Sonakshi Sinha for Boroplus products, Hrithik Roshan for products of brand He, Juhi Chawla for Kesh King products.

Emami has Amitabh Bachchan and Shahrukh Khan endorsing the same brand, Navratna. Kareena Kapoor and Kangana Ranaut have also been part of brand Emami marketing at one time or another. Advertisements are shown on television channels like Star Plus, Zee Cinema, and Sony TV, as well as colors and sports channels for maximum coverage. Radio, newspapers, magazines, and hoardings are also used extensively for marketing Emami products.

Emami’s promotion strategy revolves around:

1. Celebrity Endorsements: Emami leverages the appeal of celebrity endorsements to build brand credibility and engage with consumers in the personal care and healthcare sectors.
2. Digital Marketing: The company heavily invests in digital marketing campaigns, social media engagement, and influencer partnerships to reach a broad audience, especially the digitally connected youth.
3. Seasonal Promotions: Emami strategically offers promotions, discounts, and limited-time offers during festive seasons and special occasions to stimulate sales and create excitement around its products.

Some Recent Video ads and Print ads of Emami are:

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