Emami Ltd. is planning to increase its marketing spend by 35 per cent to achieve a 20 per cent growth in sales of its winter-care brands.
“We are planning a marketing spend varying between Rs. 90 crore and Rs. 100 crore on our winter-care brands this year,’’ N. Krishna Mohan, Chief Executive Officer (Sales, supply chain & human capital), Emami told The Hindu.
He said that the company would be adopting a segmented approach, pushing some products in the rural markets and others to urban customers. The company’s annual turnover is around Rs. 1500 crore. Mr Mohan said that 40 per cent of Emami’s turnover came from its winter-care products which included moisturisers and body-lotions. He said that lip-balm market was currently estimated at Rs. 77 crore.
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