SERVICES OFFERED BY WIPRO CONSUMER CARE

Wipro consumer care is the FMCG arm of Wipro Limited which continuously introduces
innovative products and adds value to the existing brands, each of which is the promise of good
health and value for money. Wipro consumer care has a diverse portfolio of products and
operate both in B2C and B2B space. Leading brands in India in personal and home care category
are Santoor, Chandrika, Glucovita, and Wipro Safewash.
RANGE OF PRODUCTS

 Santoor Glucovita
 Santoor Talc
 Santoor Hand wash
 Santoor Facewash
 Santoor Deo
 Chandrika Wipro Baby Soft
 Chandrika Hand wash
 Yardley
 Sunflower Vanaspati

This report puts more prioritize on factor such as price, promotion, advertisement which
influence customer to decide which products is suitable to consume by customer. The
products of Wipro consumer care are as follows:

 Santoor (a Toilet soap brand with extensions in talcum powder, Hand wash, Facewash,
Body Lotion, Baby Soap and Shampoo)
 Chandrika soap, Glucovita Glucose powder, Enchanteur (a female toiletry brand),
 Romano (a male toiletry brand), Bio Essence (a skincare brand) and Yardley (a luxury
toiletry brand).

Wipro’s Ranking Among Top 20 FMCG Companies in India

1. Patanjali Ayurved Ltd

2. ITC Ltd
3. WIPRO CONSUMER CARE AND LIGHTING
4. Godrej Consumer Products Ltd
5. TATA Group
6. Aditya Birla Group Ltd
7. Dabur India LTD
8. SriSri Tattva
9. TTK Group
10. KKR Group
Wipro’s Consumer Care business segment focuses on market segments in personal care in
specific geographies in Asia, the Middle East and Africa. The Company leverages its brands
and distribution strengths to sustain a profitable presence in the personal care sector,
including personal wash, fragrances, hair and skin care, male toiletries and household lighting
and office product. Its Santoor soap brand is the soap category brand. Its Yardley brand
operates in the Middle East in the luxury segment of personal care.
The Company markets and sells its personal care products through a host of distribution
channels, which include modern retail outlets, hypermarkets, supermarkets, traditional
retailers and wholesalers. It sells and markets the consumer care products primarily through
its distribution network in India, which has access to over 4,000 distributors and
approximately 1.9 million retail outlets throughout the country.
The Company competes with Hindustan Unilever Ltd, Proctor and Gamble, Johnson & Johnson,
L’Oréal, ITC (FMCG), Godrej and Patanjali Ayurved Ltd.

SANTOOR
Santoor is the front-runner soap brand of Wipro Consumer Care which was launched in 1985. The
brand derived the name from combining Sandal + Turmeric. When Santoor was launched,
sandalwood and turmeric was its main ingredient. Santoor positioned itself as a brand consisting of
the age-old benefits of sandal and turmeric. The campaign projected a very traditional picture of the
Indian women draped in a saree. The positioning was basically “ingredient based” at a reasonable
price. Santoor’s advertisements is mainly focused on the ingredients that were used in the soap. But
after yew years the figures reached stagnation in a matter of one year. The research suggested that
customers are not correlating the brand with skin care and beauty.

Santoor wasn’t telling about the benefits of its soap. But after some time when Santoor wasn’t
getting desired result then they repositioned the brand. They repositioned Santoor from ingredient
oriented to benefit oriented soap. Santoor’s advertisement was informative advertisement, because
it was in introduction stage of its product life cycle (PLC). Since soap is a low involvement product so
theme of its advertisement was problem solution. After repositioning their advertisement become
transformational and start telling about feelings and emotions. Transformational advertisement is
more useful than informational advertisement in low involvement product. Santoor have used
positive motivation in its advertisement. The advertisement struck the required balance between
benefits and ingredients to entice new customers while not alienating existing users. The
advertisement was drama based. They started telling about a unique and emotional benefit
“younger looking skin”.

Now Santoor’s positioning become for “younger looking skin” or “ageless skin”. The positioning
comes from the consumer insight that ultimately the customers look for a younger skin which is
another smart way of defining beauty. The focus on “Younger Skin” also acts as a powerful
differentiator because other brands were focusing on "beautiful skin" or "looking beautiful". Santoor
targeted the middle class house wife of India. Santoor later reached out to a whole new urban
woman - a woman who excelled in her career as much as she excelled as a mother.

The next big idea came in the form of communicating the "Younger looking Skin" concept using
"Mistaken Identity" theme. The theme of ‘ageless skin’, captured first in a TV advertisement 20 years
back, has remained constant over the years. And the company intends to keep it that way, as long as
it’s bringing the right results. As a result of the campaign women see themselves in every single
Santoor soap ad. The theme has been consistently reinforced by the brand through various
advertisements. The story is compelling, realistic and easy to understand.

The image was enhanced by a series of extremely catchy advertisement, where the Protagonist, a
married woman was often mistaken for a college girl. The “Mistaken Identity” campaign has
targeted the young-to-middle-aged housewife segment by proposing a means, which could help in
prolonging their youthful beauty.

Consumers’ values keep changing and that affect a brand. The case was true for Santoor also. Indian
women's mind-set was evolving and breaking free from the traditional mind-set. The Mother-
daughter equation and the campaigns set in the supermarkets, wedding and bangle shop did not do
well with the achievement oriented customers. So santoor changed the product communication.
The achiever protagonist was introduced in 2004. The campaign showed the mother as a successful
fashion designer with the same positioning and theme.

In 2006 Santoor made some big change in its marketing strategy. The campaigns showed Saif Ali
Khan (in North) and R Madhavan (South) in the advertisements. The advertisements show these
celebrities along with the Mother and child in the usual mistaken identity theme. Since Soap is a low
involvement product, so using of celebrity without a change in the overall positioning will have a
positive impact to the brand. The use of celebrity makes the ad sticky thus making the campaign
more effective. The celebrities have also contributed in enhancing the brand imagery. Since Saif Ali
Khan is more famous in North India and R Madhvan in South India. So they were mainly used for
their particular region.

The ingredients, sandal and turmeric have been found to be more popular in the South India than in
the North India. So the brand becomes more famous in South than North India and has become the
largest selling soap brand in South India. To target northern market Santoor launched Santoor white
with variant of Sandal and milk of almonds without changing its positioning.

SOURCE/INFORMATION: Santoor used a mix of source component

Sponsors: - Since Santoor is a brand of IT giant WIPRO, which has a good brand equity. So its
advertisements are more credible

Objects: - Since santoor’s main ingredient is sandal and turmeric, so there two ingredients are
shown on soap cover and also in advertisements. Use of a child is also a part of this. A child is used
to emphasise that the female model is looking beautiful, like a college going girl or an unmarried girl
even if she is a mother of the child. Other emphasis is that the skin will become soft like the child.
These objects strengthen the brand image and brand positioning of Santoor. These are adding
authenticity to the brand.

Objective: - Initially when Santoor was launched then the objective was to make audience aware of
the brand and its features. So the advertisement was informative. Then objective was to reposition
the brand from ingredient based to benefit based, so advertisement become transformational. To
strengthen its USP (Unique Selling Proposition) as “ageless skin”, “mistaken identity” concept is
used. When the objective become to promote the brand recall, then Saif Ali Khan and Madhvan
were used as endorser.

Vehicles: - combinations of different media vehicles are used like TV, Radio, Newspaper, Magazines
etc. In electronic media, Santoor advertises mainly on popular entertainment TV channels and 98.3
FM Radio Mirchi. Timings are mainly in noon and in prime times. Santoor’s advertisement also
comes on Magazines like Grih Sobha, Grih Lakshmi. In newspaper generally local newspapers are
used like Dainik Jagran etc. These all things are source component of advertising copy and affect the
consumer attitude and behaviour.

Recommendations
 So far Santoor has only used models as female endorser. Celebrities like Saif Ali khan & R
Madhvan are used but not any female celebrity has been used. So Santoor should use some
female celebrities as endorser. Celebrities like Aishwarya Rai, Kajol can be used who are
married but still looks pretty. It will strengthen their positioning and also advertisement will
reach to a large audience.
 Santoor’s should also position as a soap for unmarried youth and teenagers. So far Santoor’s
focus has been on relatively higher age group. There are just few advertisements in which
model is shown as an unmarried girl. So now they should start targeting unmarried youth
and teenagers.
 Now Santoor should also target Male customers. So far they have only targeted female
customers.
 In Santoor’s soap a mom and a daughter is shown, but it is targeting only Mother. So
Santoor should position as a soap for both mom & daughter.
 Santoor’s advertisement has become monotonous & predictable. In each advertisement
there is a lady who is wrongly identified as a college going girl or unmarried girl and then her
daughter comes. So it has become quite monotonous & predictable. Santoor should now
break this momentum and change its theme. So it will gain the focus of audience.