Post on 05-Dec-2014
description
transcript
Company
LOGO
SUPER SHAMPOO
Introduction
Suresh Venkataraman a successful marketer in Southern part of India.
He was Fascinated by the power of consumer products in “ Rural Market”.
He decided to launch a new cosmetic product with a brand named “Super Shampoo”
He wanted to make this brand successful but with limited fund.
FMCG Facts In India
Household Care Laundry, Soaps & detergents, floor cleaners etc.
Personal Care Oral care(tooth paste/tooth powder & tooth brushes), Hair Care(hair oil, Shampoo)etc.
Food & Beverages Cereals, Bakery products, tea, coffee, dairy products.
Source: www.ibef.org
Bharat Vs India
Mission 101.1 Target low to reach on top. Still deprived of luxury
goods. First “BHARAT” then
“INDIA”. Want less for more.
Emerging INDIAIncome Per Year Households (in
Millions)
Less than Rs 90,000
101.1
Rs 90,000-Rs 200,000
91.3
Rs 200,000-Rs Rs 500,000
10.8
Rs 500,000-Rs 1,000,000
2.4
More than Rs 1,000,000
1.2
Source: "The Marketing Whitebook," BusinessWorld, 2007-08
Power of “S”
Invention of sachets “revolutionized “ the
FMCG market. It opened B2C untapped
market in rural areas. Unaffordable products
became affordable for common people.
Luxury comes in “Sachets”. Reduced overall cost.
Market Leader In Hair Care
Clinic Plus39%
Head & Shoulder
22%
Chik31%
Sunsilk3%
Clinic All Clear3%
Pantene1%
Other1%
Brands Used
Affecting Factors
POLITICAL
1. Transportation and infrastructure development in rural areas helps in distribution network.
2. SEZ policies in rural
areas
ECONOMICAL
1. The FMCG sector is a 4th largest sector of Indian
SOCIAL
1. Rural employment
2. Volume-driven growth in rural market.
3. Major young population can increase revenue .
TECHNOLOGICAL
1. Technology has been
simplified and available in the
industry.
2. Foreign players helps in
high technological development.PEST
Analysis
STRENGHTS
1. Low operational
costs
2. Established distribution networks in
both urban and rural areas.
3. Presence of well-known brands in
FMCG sector.
WEAKNESS
1. Lower scope of investing in technology and achieving economies of
scale.2. Low exports levels
3. Counterfeit Products.
OPPORTUNITIES
1. Untapped rural market2. Rising income levels
3. Large domestic market-.4. High consumer goods spending THREATS
1. Slowdown in rural demand
2. Tax and regulatory structure
SWOT
Analysis of 4P’s
Product Price
Place Promotion
Packaging
WHY SUPER Shampoo?
Product Super shampoo will be
based on “Shikakai”. Characteristics of producing
more foam. Jasmine Essence
Price 1Rs shampoo to target lower
income group. “More for Less” Strategy. 50% more for 1Rs. Competitive Price
comparing with other brands.
Continue…..
Place Untapped “rural market”. 160million households. Major player of economic
growth. Business of around US$ 425
million.
Promotion “Super” the name itself. Retailers are the biggest
promoters Following “Word-Of-
Mouth” Strategy. Indirect Advertisement by
others.
5th P- Packaging
Costly bottles. Help in reducing cost. Attractive Packaging. Easy recognition. Easy to carry & transport.
Conclusion
Success
Super Shampoo
Sachet
“Value for Money” proposition
Supported by distribution penetration
“Word-of Mouth” publicity.
More for less strategy.“Win-Win” situation.
Thank You