Avni

Back to Nature
 Hello!
We are Anvitha and Gautam
We are here to take you through the journey of Avni.
You can find us at D2C as a team: predators.

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“The best thing is to look natural but it
takes makeup to look natural”
~Calvin Klein

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ABC store and Avni
ABC store Avni
Established in the year 2019, ABC stores formed Launching a new line within the brand of the company
with the ideology that synergy with nature is the ABC stores is Avni, our keystone product which aims
essence of future products. to carry forward the sustainable dream of the enterprise
A sustainable Indian Skincare brand with no but also add a flavor of affordability to luxury
added chemicals and holistically natural in its
composition of ingredients
Our brand is personalized and customized for
Indian customers.

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 The Avni Story
India’s natural skin care destination
ABC store flagship brand Avni in Hindi means “Earth” "
The brand Avni was primarily launched to make natural
products accessible to everyone. We pride in making our
products not just chemical-free and
100% organic. Our products are also vegan where we
believe in protecting the earth.
Avni : Affordably Natural is our Mantra
Our products are:

100% Pure Sustainably Packaged

Environmental Friendly Peta certified and cruelty free

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 Brand Strategy

Mission
Our mission is to create the best quality and most accessible personal care products for
customers. By using pure, simple, and natural ingredients for all of our products, we meet the
needs of the future for people and the planet today.

Vision
Our vision is to have a significant, positive impact on the growth of personal care. To create
safe and environmentally conscious products and where there is an AVNI product in every
home.

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Avni : Our three product range
Skin care Hair care Body care
◉ Cleansers ◉ Shampoo ◉ Soap
◉ Toners ◉ Conditioner ◉ Body wash
◉ Serum ◉ Hair oil ◉ Moisturisers
◉ Hydrating gels ◉ Hair mask ◉ Body Butter
◉ ace Mask ◉ Hair serum ◉ Body Massage Oil
◉ Sunscreen
◉ Mask
◉ Lipbalm
◉ Eye creams
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 Product Description
Skincare Haircare Bodycare
Healthy and moist skin is the first line Haircare is essential not only for Keeping a clean body is a necessary part of
of the body’s defense against all our appearance but also for our keeping you healthy and helping you to
infections. overall hygiene. Avni provides a feel good about yourself.
wide range of products for all
Avni focuses on moist and hydrating hair problems. Avni focusses on spot free and glowing
skin. skin.
Our product focuses on frizz-
Avni emphasizes protecting that barrier free, clean, and healthy hair. Avni provides chemical-free products for
and adds glamour to it with our natural all skin types.
products such as Cleansers, toners, Main products: Shampoo, hair
oil, conditioner, hair mask, and Our products such as soaps, body wash, etc
sunscreen, etc. are bound to be a hit in the daily use
serum.
market.

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Segmentation of Product
Indian Personal Care Market Segment

Fragrance
11%
Bodycare
33%

Skincare
22%

Haircare
35%

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 Our Stakeholders
Owners, Shareholders, Customers
Market Stakeholders
Staff, raw material suppliers, packaging
suppliers, subcontractors
Production Enablers
Authorities, Customs, Industry Regulators
Passive Stakeholders
Advertisers, Social Media Influencers,Press
Media

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Big Picture : Road Ahead
◉ We will be taking you through what ◉ We will also do a thorough analysis
the next one year would look for our of our competitors and demonstrate
stores and what the branding and how to overcome them while
marketing strategies we will be establishing a brand for our own.
adopting. ◉ Before that however let us take you
through our market research

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SWOT & Competition
SWOT Competitor Analysis
Before venturing into the launch and Following the SWOT analysis, we have
rebranding of the product, We would competitor analysis, and The next couple of
proceed first with a SWOT analysis of our slides are on these aspects.
brand. SWOT and Competitor Analysis would
give us a better understanding of the
product.

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 SWOT Analysis
STRENGTHS WEAKNESSES
We offer Eco-friendly products at Production is costlier compared
affordable prices and a wide to synthetic products and requires
range of feel-good products. a constant supply of organic
products.Shorter shelf life of the
products.
Millennials are willing to spend
more on eco-friendly and
environmentally friendly Due to Fierce competition in the
products rather than on cosmetic market.An economic
chemicals. downturn can hamper sales.

OPPORTUNITIES THREATS
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 Competitors
FOREST ESSENTIALS

PATANJALI
KAMA AYURVEDA SHANAZ
KHADI NATURALS
BODY SHOP LOCAL BRANDS

MAMA EARTH

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Primary Competitors Analysis
Brand Forest Essentials Khadi Natural SoulFlower Mama Earth

100% vegetarian
Integration of baby
All products have International aroma based and
USP spring water. Market animal cruelty free
care with holistic
beauty

Popular Soundarya radiance hair care and aroma Handmade soaps and Facewash and
Products cream with 24k gold therapy. oils Hairoil

Price Range ₹300-5000 ₹70-2000 ₹180-3600 ₹90-1800

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 Other Major Competitors
Brand Patanjali Body Shop Kama Ayurveda Shahnaz Husain

Yoga Inspired 100% Organic Largest

USP products
Zero animal testing Manufacture of
herbal products

Popular Aloe vera Handwash hair care and aroma Handmade soaps and Facewash and
Products and Shampoo therapy. oils Hairoil

Price Range ₹10-700 ₹250-3000 ₹185-2000 ₹2000-10000

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 Primary Research
Our research supports that green or natural products’ role in the cosmetics industry is getting
more pronounced. The use of science is to determine the variables suggesting the consumer
change to natural cosmetics. The primary aim of our research is to find out to what extent the
characteristics of the consumption of natural cosmetics differ. We would like to know what
factors influence consumer groups when buying green products. In this analysis, the consumers
are divided into clusters, based on their preference and inclination to natural cosmetics.

We observed Consumer behavior in light of bio-product, a new natural cosmetics brand, health,
environmental awareness preferences. The data was collected using an online questionnaire,
exclusively in India during June of 2021. Approximately 197 participants answered our
questions.
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 Primary Research Data
DATA TYPE PRIMARY DATA

SAMPLING SIZE 197 SURVEY

SAMPLING TOOL STUCTURED QUESTIONNAIRE

https://forms.gle/TFRrLkjLCwHi5iZp7

ANALYSYS TECHNIQUES PIE AND TABLE CHART

SAMPLING METHOD RANDOM SAMPLING METHODS

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Primary Research Analysis

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 Secondary Research
According to Research and Markets report Organic personal care and cosmetic products market
is expected to grow at a prominent rate of 10.2% during the forecast period (2021 - 2026) in
India:
● The demand for natural cosmetics is gaining traction among millennials.
● This demand is driven by an increase in awareness about the adverse effect of synthetic
cosmetics is driving market growth. Moreover, increasing research & development
expenditure is expected to fuel the growth further.
● Women are the major consumers of cosmetic products across the globe.They contribute
to more than 70% of the sales.
● Due to increase purchasing power capabilites of the individuals the organic cosmetic
market is growing at a rapid pace.

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 Outcomes Of the Research
PRIMARY RESEARCH SECONDARY RESEARCH
● 70% of the participants wish to buy ● Millennials(25 and 40 years old ) are
natural cosmetics. willing to buy organic cosmetics which is
● 86% of participants are influenced in good for their health.
their decisions by environmental ● Awareness and inclination to use
awareness. environmentally friendly products are
● 70% of the participants are willing to increasing at a rapid pace.
pay extra for a natural cosmetic made
of natural ingredients. ● Women are more willing to buy organic
products.

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Challenges and Issues faced by the Customers
Problems faced by the customers are Majorly as seen below:
 Irritation
 Harmonal Imbalance
 Untimely ageing
 Acne
 Toxicity
 Health issues
 Hyper-pigmentation
 Dermatitis
 Dehydration
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 Based on the research done and the taking into account both
the research and our own stakeholders insights we have arrived
at a persona map of who are prime customers are going to be.
We ideally are going to be targeting the customers who are
Non-male and between the age groups of 25-44 . Our
marketing strategy will also be adapted based on this age
group and it will be as shown in the upcoming slides.

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 4P’s : The marketing mix
Place Product Price Promotion

Brand Launching,
Focus on Focus on Moderate pricing
Q1 Product sampling,
Urban Market Daily care with discounts
Social media

Expand the Analyise price

Focus on high Gifts, online
Q2 number of sensitivites and
end products advertising
retail stores competitor pricing

Digital marketing,
Online Wide range of Pricing based on
Q3 Micro influencers,
Purchasing products customer feedback
Brand Ambassador

Non Urban Product Based on consumer

Q4 TV & Newspapers
areas Development behavior

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 Our Marketing Strategy
Marketing Roadmap of
Persona Map Set Goals Stakeholders the plan

We’ve identified We will fix the 1 Star Campaigner, As seen

people belonging to marketing goals Social media in the
the age group of 25- needed to be influencers, active next slide
44 as our main undertaken to reach sales team
customers. the financial targets.

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 Our focus is on
increasing brand
Roadmap
awareness and market Analyzing the consumer
Identifying the Hybrid
expansion through behaviour and promote
Medium of Marketing
market penetration. accordingly

1 3 5

2 4 6

Intensive digital marketting Re-evaluating what can

and online marketting using be changed, what can
We would aggressively brand ambassadors and be taken forward.
target the identified 27 influencers
group of customers
 Digital marketing Strategy
The big game.

Brand Social Media

Field Force
Ambassdor Influencers

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 Digital marketing strategy
 Online Advertising using social media platforms
 Increase brand awareness with the help of micro-influencers, brand
ambassadors, and bloggers.
 Increase market share by Collaborating with e-commerce platforms
such as Amazon, Flipkart, and Nykaa.
 Educate people and promote the product through email marketting,
content writing, and handling social media accounts
 Social Media Influencers and strategy
Natasha Noel
Yoga Instructor
Anupriya Kapur Malvika Sitlani
Founder IMBUE Blogger/Cosmetics Reviewer
682k subcribers on youtube
4.15k subcribers on youtube 721k subcribers on youtube
304k followers on Instagram
181k followers on Instagram 502k followers on Instagram

Ankush Bahuguna
Actor Kusha Kapila
721k subcribers on youtube Netflix Actor
125k followers on Instagram 281k subcribers on youtube
1.7m followers on Instagram

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 Community Influencer
Bhumi Padnekar, has been vocally active about sustainablity
and we believe her personal ethos will line up with the
company values and will be our face fresh brand ambassdor
the market is craving

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A robust field force
Physical Marketing

Along with a dymanic presence in the online world we aspire

to create a robust team of physical marketing. This would
involve the following :

◉ Campaigning with the local salons and parlours to market

our product
◉ Active presence in area which have heavy colleges located
in the vicinity
◉ Set up stalls in fairs and crowd gathering
◉ Strategically placed counters in malls.

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Rebranding
Sustainable Packaging
Our products will be delivered to customers in
environmentally friendly packaging.

Tagline
Our company tagline will be back to nature

Avni
A - Adorable
V - Vivid
N - Nobel
33 I - Impeccable
Logo & Packaging

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 Conclusion
We are launching AVNI, a beauty brand with a conscious idea of protecting the
environment. Our brand has three different lines of products that is haircare, skincare,
and body care. Our marketing strategy will be holistically influencing the stakeholders.
We have plans for both cold marketing and warm marketing. A roadmap that showcases
the same is created. We made a thorough analysis of the competitors in the market,
conducted the SWOT of our product, and presented the 4P matrix for the same. Our
brand ambassadors, social media influencers, and microblogging influencers will all
work in synergy to making AVNI the natural voice of the beauty industry. The
marketing strategy for AVNI and its year has been. explained clearly

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Thanks!!

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