I am choosing the product “MEDIMIX” that I regularly consume. It is an FMCG product. About Medimix: The Medimix brand was established by Dr. V. P. Sidhan in Chennai in 1969. Medimix is an Indian brand of Ayurvedic (Herbal) soap produced by the Chennai-based organization Cholayil. Medimix is a highly trusted brand in the “personal care” category of products. It offers various types of soap, including Medimix sandal soap, Medimix Ayurvedic herb soap, Medimix Glycerine Lakshadi oil soap, etc., in different sizes.
The medium size weighs 125 gm and costs Rs. 32. The small size weighs 75 gm and costs Rs. 21. The company has six manufacturing plants located in various locations in India, with a new one being established in Uttaranchal. They are also in the process of introducing a new talcum powder infused with Ayurvedic ingredients. Medimix holds a market share of 3.5% in the 5000 crore and 4.6 lakh tonne soap market in India. The top five brands in India, which include LUX, LIFEBUOY, NIRMA, BREEZE, and GODREJ, command a market share of 51%. Medimix performs well in the South and West regions of India compared to the North and East regions.
Medimix aims to achieve a turnover of 250 crore in the next financial year. The brand stands out among other soaps because it offers Ayurvedic options, which are known for their ability to remove dead cells and dust from the skin. While Ayurvedic soaps are typically expensive, Medimix offers them at a much lower price compared to other brands. Additionally, Medimix spends significantly less on advertising compared to other companies, resulting in the affordability of their products.
Medimix introduced new packaging systems a few years ago, specifically aimed at attracting young customers. With a network of 12,000 dealers across India, Medimix manufactures soap using 18 ayurvedic herbal ingredients. Medical professionals also endorse the use of Medimix for its ability to treat skin disorders and maintain a healthy and radiant complexion. Chandrika is Medimix’s main competitor, but its high price sets it apart from Medimix. Due to its extensive dealer network, Medimix can be found in every store throughout India.
Factors influencing the purchase of Medimix include it being a pure Ayurvedic product, ensuring no potential for skin side effects. Additionally, it is effective in reducing body odor and preventing skin infections. Doctors also recommend Medimix for treating pimples. Moreover, there are separate options available for both dry and oily skin types. The manufacturing process incorporates 18 powerful Ayurvedic herbal ingredients. Medimix is highly effective in fighting and curing various skin disorders.
H) Medimix helps maintain healthy, glowing skin. I) According to the Apollo hospital, Medimix helps cure prickly heat (Miliaria rubra) and boils (furuncles). I am influenced by factors that influence my purchasing decisions and the promotional activities by the seller. Initially, I saw an advertisement for Medimix soap that caught my attention. When I started purchasing Medimix, the packaging system was not attractive. However, after a few years, Medimix introduced a new packaging system that definitely helps attract customers to Medimix.
Medimix utilizes multiple promotion channels to advertise their soap, employing one-way communication methods. The company advertises on television and in newspapers, aiming to raise awareness about Medimix soap and capture consumers’ attention. Additionally, outdoor advertising such as banners and wall pictures are used in rural areas to attract customers.
The Medimix soap stands out in the market due to its low price compared to other soaps, making it popular in rural areas. Based on the above mentioned facts, I have decided to start buying Medimix soap as it offers useful benefits. I have also gathered information about Medimix, such as its 18 Ayurvedic ingredients and a report from Apollo Hospital, which further convinced me to regularly purchase this product. Additionally, Medimix is easily accessible in both rural and urban areas, and its price is significantly lower than other soaps.
Medimix has approximately 12000 dealers throughout India. The company underwent a packaging system change in 2007, which altered my perception of Medimix. Since then, they have reduced their advertising expenses and focused on maintaining loyal customers and improving soap quality. In conclusion, Medimix is an Ayurvedic herbal soap that helps users to prevent skin infections, pimples, and reduces body odor.
