Household products limited

Concept development and testing

A toilet soap in high price segment that contain jasmine fragrance

Made from pure vegetable oil against animal fats

BRAND MAP

Product development

Task given to R&D to develop jasmine fragrance perfume

2 out of 6 developed were finalized based on better impact than competitor

Based on panel survey of 3 panel with women 18-35 years age final product was finalized

Market testing

Testing the products in market which was responsive like indore and not responsive like Hyderabad

Run test for the period of 9-12 months

Launch planned with launch conference attended by sales manager, supervisor and sales man. For the market selected

Display contest in retail shops to achieve high visibility and slides in cinema

Commercialization

Company was late entrant in the market

Company would go nationally based on performance in test market

Targeted traditional customer with high income (above 15000rs per month

Company should go nationallyMarket stratergy

1st part

Target customer with income level above Rs 30000

Target jaimala customer in responsive states as company cannot gain market share

Igh growth should be preference against profit in initial phase

2nd part

Pricing should be kept same

To capture market initiallyintroductory offer should be given

Market stratergy

3rd part

In long term after initial discount company should focus more on advertising

Interpretation from exhibits

After initial offer company was able to push itself better in responsive state in 2 months 200% more market share than jaimala and gradually it tapered off

Penetration was high in Indore in both income group as compared to Hyderabad in A income group during last 6 months of testing

Even cumulative penetration shows the same pattern

Sehra gained its market share mostly from low priced offering and was able to gain share from jaimala in second period

Exhibit 1

Oct/6

8

Nov/6

8

Dec/6

8

Jan/

69

Feb/

69

Mar

/69

Apr/6

9

May

/69

050

100150200250300350400450500

HyderabadIndore

Initial increase in the sales is due to introductory discount period offer, where many schemes were given to con-sumers.

Market Share By Retail Shop AuditSehra vs. Jaimala (Exhibit 2)

October December Febuary April June0

2

4

6

8

10

12

14

16

18

SehraJaimala

Month by Month Analysis of % of households buying Sehra and Jaimala ( Exhibit 4)

Oct+Nov

Dec+ Ja

n

Feb+

Mar

Apr+

May

02468

101214161820

Sehra

Oct+Nov

Dec+ Ja

n

Feb+

Mar

Apr+

May

0123456789

Sehra

I.C. ‘A’- Income above 10,000

I.C. ‘B’- Income between 5,000 and 10,000

Market Share as measured on consumer panel, by value (Exhibit 5)

Oct+Nov

Dec+ Jan

Feb+Mar

Apr+May

0

1

2

3

4

5

6

7

8

Sehra

Oct+Nov

Dec+ Ja

n

Feb+

Mar

Apr+

May

00.5

11.5

22.5

33.5

44.5

5

Sehra

FOR HYDERABAD FOR INDORE