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New en t r an t ’s st r at egyAT HEN A POLI AS – St r ategy Con sul t i n g case stu d y

By Team,

RockFord

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New ent r ant ’s st r ategy

AT HENA POLIAS – Str ategy consult ing case stud y Page 1

Study Objectives

Analysis of Hand rub manufacturers to determine the

opportunities and threats for entry strategy for hand

rub market in India

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New ent r ant ’s st r ategy

AT HENA POLIAS – Str ategy consult ing case stud y Page 2

 Objectives

 Approach Used

 Manufacture Analysis

 Consumer Analysis

 Opportunities and Threats

 Research Data

Table of Contents 

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New ent r ant ’s st r ategy

AT HENA POLIAS – Str ategy consult ing case stud y Page 3

  A set of manufacturer Goals and consumer Preferences were determined from news,

blogs, websites, social media conversations on the subject of purchasing hand rubs.

  Using the Goals and Preferences, we interpreted the market research data and

recorded the activity of the current manufacturers P&Q, Himgiri, Pure Car.

  The observations and ratings shows how each manufacturer is meeting their goalsalong the dimensions of the consumer preferences

  By rating the quality of activity seen, we plotted charts to make conclusions on

relative performance and generated insights on threats and opportunities for Utsuk.

• Consum erPreferences

• M anufactu rerGoals

Detai led SecondaryResearch

• AssessM anufact urers

• Using a Goals-Preference M at rix

Research assorte dW ebsite s • Qual i ta t ive

observat ions

• Quant i ta t iveassessments

Analysis

• Threats

• Oppor tun i t ies

Synthesis

Approach Used

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New ent r ant ’s st r ategy

AT HENA POLIAS – Str ategy consult ing case stud y Page 4

On creating Trust – Leading brands have natural advantages but unbranded have done well

too 

Analysis of Manufacturers Goals

P&Q is the M arket Leader

  Being a market Leader had bui ld t rust on consum ers.

  Varied Produ ct Port fo l io.

0

2

4

6

8

10

12

Trust Awareness Competitive Segmentation Distribution

channel

P&Q

Himgiri

Pure Care

Manufacturer Goals

   E   f   f  e  c   t   i  v  e  n  e  s  s   (  o  u   t  o   f   1   5

   )

     

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New ent r ant ’s st r ategy

AT HENA POLIAS – Str ategy consult ing case stud y Page 5

On creat ing Aw areness - Unbranded p layers have generated awareness on ly due to p r ice

range. Branded p layers leveraged th eir aw areness th rough bo th pr ice and qual i ty .

On Creat ing Competit iveness - Qual i ty and Pr ice have been exem pli f ied by P& Q and

Unbran ded as representat ion of Com pet it iveness .

On Creat ing Segm ent - Range and pr ice is th e only m eth od seen for creat ing segm ents.

Himgir i is the new ent rant in ant i -microb ia l hand rub m arket :

  New in m arket haven ’ t bu i ld t rust wi th th e consumers.

Pure Care is one of the leading brands :

  Trusted b y consum ers .

  Var ie ty o f p roducts .

P&Q is the M arket Leader

  Varied Produ ct Port fo l io catering to dif fer ent needs.

  Prod ucts in d if fer ent packages target in g dif ferent segmen ts of people.

  Prov ide low est p r ice in the m arket .

Himgir i is the new ent rant in ant i -microb ia l hand rub m arket :

  Deals in d if feren t prod uct ranging from Personal Care to pharm aceut ical

Pure care is one of t he M arket Leader :

  Pro d u ct r a n e in cl u de w i e s a nd h an d l ot i o n an d l i u id h an d w a sh .

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New ent r ant ’s st r ategy

AT HENA POLIAS – Str ategy consult ing case stud y Page 7

Are consumer expectations being fulfilled?

The above graph measures the consumer preferences in effectiveness ( scale of 1 to 15).

Protection – All the three competitors position their product as protection against illness.

And it has a high correlation with establishing trust on the Manufacturer. Utsek has to

position its product as the protection product as there is a room for improvement.

Analysis of Consumer Preferences

0

2

4

6

8

10

12

P& Q

Him giri

Pure Care

Consumer Preferences

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New ent r ant ’s st r ategy

AT HENA POLIAS – Str ategy consult ing case stud y Page 8

Cleanliness – Consumer rank as the cleanliness as one of the high preference areas. Utsek 

can position its product as high cleanliness product.

Price – P&Q and other branded product provides a high range of price. There is low

competition in the low prices an opportunity for Utsek.

Alcohol content - Only P&Q and pure Care have projected there product with alcohol

content. Utsek can come up with the product having high alcohol content , which would

in case target salons and clean rooms increasing consumer base.

Fragrance – A hand rub with a fragrance is also being preferred by the consumers. Most

branded players have perfumed products.

Packaging – P&Q provided packaging in 50 ml bottles for lower prices. Utsek can package

the products in small sachets for lower price ranges.

Anti-Microbial – consumers are ware that anti microbial hand rub is most effective . Utsek

can position its product as this.

Additional Features( Moisturizer and Deodorant) – Customers usually prefers hand rubs

that an also act as moisturizer and can have a deodorant effect. Utsek can provide a product

with can provide these additional features.

Recommended by specialist – Customers generally prefer if a dermatologist refer any

product for usage. Many branded players haven’t positioned its product as such except P&Q .

Utsek has opportunity to position its product as same.

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New ent r ant ’s st r ategy

AT HENA POLIAS – Str ategy consult ing case stud y Page 10

Performance of the Manufacturer in meeting consumer preferences.

Vendor GoalsCreate

Trust

Increase

vendor

awareness and

accessibility

Competitive

Differentiation

Focus on

specific market

segments

Improve

distribution

channel

onsumer Preference  G1 G2 G3 G4 G5

Protection P1 P P P

eanliness/Disinfection P2 P P P H

Price of the product P3 P P P H

Alcohol content P4 P.PC P.PC

Fragrance P5 P,PC PC P.PC

Packaging P6 P,PC P P,PC P,H,PC P,H,PC

Anti Microbial P7 h ,pc P, h, pc h, pc

Additional Features(

moisturizing and

deodorant)

P8 P,PC P,PC pc pc, H

Recommended by

specialistP9 P,H P,H H H

P- P&Q(Pureshield) , H- Himgiri, PC- Pure care

 Note: Entry as caps indicates stronger correlation. 

High Correlation

Medium

Correlation

No Correlation

Summary of opportunities and Threats usings nthesis Matrix

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New ent r ant ’s st r ategy

AT HENA POLIAS – Str ategy consult ing case stud y Page 11

Cell Ref Opportunities Recommendation

G1*P1 Create trust through productProduct providing higher level of 

protection

G3*P1Protection as the competitive

differentiation factorPosition product using protection

G1*P2Create trust through cleanliness

feature of product

Product providing higher level of 

Cleanliness

G3*P2Cleanliness as the competitive

differentiation factor

Position product using cleanliness as

one of the feature

G1*P3 Price as factor to create trust Provide quality product with variedprice range

G2*P3

Varied price range in increasing

awareness among different segment of 

consumers

Provide product in different packages

with different Price range.

G3*P3 less competition in low price rangeProvide product in different packages

with different Price range.

G1*P4 Market prefers High alcohol content Product with higher alcohol content

G1*P5 Create trust through product Provide varied fragrance range

G2*P5 create varied range of product Increase product accessibility

G3*P6Scope to provide product in different

packages

Provide product in small sachets in

appropriate price range

G1*P7 to create quality productto provide products with anti-microbial

contents

G3*P8to create products with additional

features

Products having moisturizing and

deodorant effect

G1*P9 to build trust through recommendationMarket the product in collaboration

with specialist/dermatologist

Better Trust –Protection--Information to buyer—Smart packaging—segmentation –better

distribution model

Summary of Opportunities (Gaps seen)