How to do research work on Brand Positioning for MBA Project on Marketing Management

Brand positioning strategies of MEDIMIX for transition into a consumer Care brand from an Ayurveda soap product can be considered for MBA project study. This leading Ayurdeva brand and a household name in Indian Consumer market commended its journey in 1969 from a small manufacturing unit with one employee in Chennai. Medimix was launched in 1969 and since then, grown from a soap to an international FMCG brand & present in more than 30 countries. Different marketing strategies adopted by the brand over a period of last 53 years.  Details of brand positioning strategies adopted for the transition requires a thorough study for MBA Project work as the findings can be eye opener for others similar companies.

The initial journey

When it comes to Ayurveda, there are few brands quite as authentic or as easily recognizable as Medimix in India and its growth story should form a part of MBA project work. The serendipitous beginning was from the kitchen of Dr VP Sidhan, an Ayurveda practitioner in 1969, when his home remedy with a sharp acumen for business led to the development of the iconic green bar of soap-Medimix. The soap consisted of various ayurvedic oils and other homemade products which he used to treat people with several skin ailments. Given the popularity of the bar, he registered his company as Cholayil Private Limited. So, study of company history/background should also form a part of MBA project work.

Beginning of a Soap brand

Dr Sidhan’s vision for business made Medimix a household name in India. The Indian consumer market for once offered a product with 18 powerful Ayurveda herbal ingredients to ease their struggle against disorders and maintain healthy, glowing skin at an affordable price. This pristine formulation, later on, became the basis of creating various other Ayurvedic skin care products in Cholayil. So, study of company history/background and its growth should also form a part of MBA project work.

Transition from a Soap into a Consumer care FMCG Brand

Driving Forces for Brand MEDIMIX are:

• It is Ayurvedic and Natural

• It is Trustworthy

• It is Assured Protection

Like many other brands, once it become the pioneer of the industry, it’s difficult to trace the growth further. Being the leader in the Ayurvedic Soap Category, it’s evident that, for Medimix to grow further, it had to appeal to the younger consumers and extend its range to include other personal care categories. Cholayil group of companies therefore, diversified its businesses into FMCG personal care, Ayurvedic Pharma products and Ayurvedic Treatment and Care services and Medimix, Cuticura and Krishna Thulasi are the premium brands under its kitty. The one aspect which differentiates Medimix from the rest is that it has been created to stimulate every pore in our body and nourish, protect and refresh the same. The popularity of the soap can be understood well with it becoming the world leader in Ayurvedic Soaps. The range of products under the brand Medimix has redefined and revolutionized the way people view “Ayurveda” and Ayurvedic personal care products, the brand is now available in 30 countries. Being the leader in the Ayurvedic Soap Category and the most trusted Ayurvedic brand, in 2012, it took the next step by extending. The early advertisement for Medimix, in the 70s, carried the tagline, ‘Doctors Prescribe,’ that vouched for the genuineness of the product. It is therefore, appropriate to conduct a brand positioning research related MBA project work to study how the Ayurveda soap has been transitioned into a personal care FMCG brand over a period of 53 years. 

Journey towards export of Ayurvedic personal care products

Brand Medimix today has following products in Export market

• Soaps – 5 variants

• Face Wash – 9 variants

• Body Wash – 6 variants

• Shampoo

• Intimate Hygiene Wash for Women

• Gel Moisturiser

Cholayil Group has been known amongst its peers to put a lot of efforts and investments in R&D and product development to producing an innovative range of personal products under various categories.

As the company is embarking on a platform to market such products to a broader group of consumers across geographies, it is evident it has to face intense competition from MNC behemoths. With “Ayurveda” becoming more popular and relevant to personal care needs, Cholayil has the best opportunity to become a world ambassador for authentic Ayurveda personal care products.

Conclusion

A detailed study on the marketing strategies adopted by Medimix brand for transition into a personal care brand from an Ayurveda product brand needs to be carried out as part of MBA Project work on brand positioning and marketing management so that the marketing strategy of Medimix can be followed by other players to become successful in the Ayurveda FMCG market. Dedicated faculty of madembaezy.com can help student during the MBA Project study and to find a subject, select a topic, find an organisation for the MBA Project work and plan the MBA project and will act as a liaison between the student and the host organisation.