Case Study

Fem Care Pharma

Year 2001

Fem Care Pharma

• Sector: FMCG

• What was Fem…

– Mumbai based marketer of Beauty & Healthcare products

– Products / Brands known in India since 1982

– It had a market reputation of introducing innovative as well as

new product concepts since its inception.

- However, Fem products became very niche and sectoral due

to lack of adequate advertising and promotional budgets and

the Brands failed to receive desired visibilities.

• PR Agency Identified

– Under utilized brand potential

• Reasons

– Lack of adequate advertising budget to match the same

noise decibel level as that of MNC promoted Brands

– Perceived to be a small family run enterprise

– No structured & professional approach towards

communications

• Communications Need

– Building the brands in cost effective manner

– Social and corporate image building

PR Strategy

• Three pronged ~ Brands/ Corporate/ People

• Emphasis on BTL activities & events

• Product press releases

• Corporate image building through media articles on

growth, future

plans

• Social image building with events such as ~ Fem

Women Achiever’s

Show in aid of Cancer Patients

• Iconization ~ profiling of top mgt.

Sample Media Coverage

Publication: Economic Times-Brand Equity Date: 2 May 2001

Edition: Mumbai Page: 3

Publication: Business Standard Date: 17 September 2001

Edition: Mumbai Page: 9

Fem Women Achiever’s Show

A unique Annual fashion event featuring 35 celebrity women achievers from every walk

of life

Celebration of women’s achievements by a brand closely linked with Indian women

Organized by Fem Care Pharma in aid of Cancer Patients Aid Association

Designs by Shaina NC, Directed by Hemant Trivedi

Publication: Bombay Times Date: 17 April 2001

Edition: Mumbai Page: 1

Publication: India Today Date: 7 May 2001

Edition: All India Page: 62

Result

• Regular coverage on flagship products such as Fem

Liquid soap &

Fem Hair Removing Cream generating sales pull

• Coverage on corporate profile generated leading

publications

including Economic Times, Brand Equity, A&M etc

• Immense visibility was created through Fem

Women Achiever’s Show - Covered by all leading

publications and electronic media - Brand

enhancement due to an association with women

achievers

• Perceptional shift ~ From a small domestic player

to a leading player

competing with large MNC players.

Aftermath

Aftermath

With consistent PR since 2001 by 2007/8 the Company was

approached for merger

And eventually

Aftermath

Dabur India Ltd acquired 72% stake of Fem Care pharma in 2008

Dabur India Ltd bought 72% stake of Fem Care Pharma for Rs 203 crore in an all-cash deal.

Dabur made this deal to enter skin-care market in India. Dabur has bought Fem Care's Pharma and beauty care brands. “Anand Burman, Chairman of Dabur India said acquisition of Fem Care Pharma is in line with the company strategy to aggressively expand its scale of operations and strengthen its presence in FMCG space. This transaction would give Dabur an entry into high-growth skin care market with an established brand name Fem.”