Sunday, May 25, 2008

Kara Skincare Wipes : At Your Best . Always

Brand : Kara
Company : Birla Viscose (Aditya Birla Group)
Agency : Contract

Brand Analysis Count : 328

Kara Skincare wipes is a new product to hit the Indian market. The brand is now running heavy print campaigns announcing the launch.
Kara Skincare wipes can be called as India's first branded skincare wipe product. Skincare wipes are popular in the west but in India the category is a new one. Although Indian consumers are familiar with the products which are imported, its the first time that an Indian company enter this segment.
Kara means care . The brand also marks Aditya Birla Group's foray into the Indian FMCG market.
According to reports, Wipes market is worth around Rs 30 crore ( source : Ginni filaments website).
Kara Skincare wipes is positioned as am essential skincare accessory. The brand is being launched in five variants -
Deep Pore Cleansing
& Sunscreen Wipes

The brand is targeting the young lady professionals who often needs to meet lot of people.

The brand aims to create a new category of wipes in India . Hence the challenge is to educate the TG about the usefulness of this product. This task is cut out for Kara since the TG is already exposed to such products. The only task is to inculcate the habit of buying and using the wipes. The product is relevant in the Indian market for two reasons. One is the climate which necessitates such a product and second is the growing number of lady professionals .
The brand has the tagline " At your best. Always " which clearly communicates the core brand positioning. The brand is being promoted as the anytime solution to look good.

Kara has a good potential to create and own a new category. The brand already has the first mover advantage. But the category does not have much entry barriers. It can face stiff competition from cheap imports. But Kara has the financial backing of Birla group and the investment in building this brand will pave the way for another successful marketing story.