Jasmine soap
Jasmine Soap - Presentation Transcript
1. Marketing Project Report on Jasmine Soap
By:
Vinay Lalit Chauhan
FYBFM-35
K.J.Somaiya
By:- vinay chauhan
Jasmine soap
o Contents:- o Company Profile – HUL
o Distibution Channel - HUL
o Product Mix – HUL
o Overview – Jasmine Soap
o Marketing Mix
o SWOT Analysis
o Competitor Analysis
o Market Segmentation
o Recommendation
o Reference
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Jasmine soap
2. Company Profile – HUL :-
o A 52% owned subsidiary of Anglo Dutch giant Unilever.
o India – 1888
o India largest FMCG company
o Touching 2 out of 3 Indian consumer
o 20 distinct categories – Home and personal care products, food and beverages.
o HLL – HUL
o 100 factories – India – Manufacturing its diverse product range
o Headquarter: Mumbai
o Market share – Toilet soap category – 54.3%
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Jasmine soap
3. Distribution Channel – HUL :-
o 2000+ Suppliers and associates
o 4000 Redistribution stockists
o Covering 1 million retail outlets
o Reaching 250 million rural consumers
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Jasmine soap
4. Product Mix- HUL:-
The width of the HUL Product mix:
o The width of the product mix refers to the number of different product line the company carries
o E.g:
o Personal wash
o Laundry
o Skin care
o Oral care
o Deodorants
o Colour cosmetics
o Ayurvedic personal and health care
o Shampoo
o Tea
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Jasmine soap
o Coffee
o Foods
o Ice cream
o Width = 12
5. The lenght of the HUL Product mix:-
o The Lenght of the product mix refers to the total number of items in the product mix.
E.g:
o Personal wash: Jasmine, Lifebuoy, Liril, Hamam, Breeze, Dove, Pears, Rexona
o Laundry: Surf excel, Rin, Wheel
o Skin care: Fair & Lovely, Ponds, Vaseline, Aviance
o Oral care: Pepsodent, Close up
o Deodorants: Axe, Rexona
o Colour cosmetics: Lakme
o Ayurvedic personal and health care: Ayush
o Shampoo: Sunsilk, Clinic
o Tea: Broke bond, Lipton.
o Coffee: Bru
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Jasmine soap
o Foods: Kissan, Annapurna, Knorr
o Ice cream: Kwality walls
o Width = 30
6. The Depth of the HUL Product mix:-
o The depth of the product mix refers to the number of variants of each product offered in the line
o E.g: If close up toothpaste comes in three formulation and in three sizes, close up has a depth of 9 (3*3)
The Consistency of the HUL Product mix:-
o The consistency of the product mix refers to how closely related the various product
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Jasmine soap
lines are in the use, production requirement, distribution channel or in any other manner.
o HUL Product line are not consistent because of its large width.
7. Overview : Jasmine Soap
o 1916 – Laundry soap
o 1925 – Bathroom soap
o India – 1929
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Jasmine soap
o First brand ambassador: Leela Chitnis (1929)
o Market share is almost equal to Lifebuoy
8. Marketing Mix:-
Product:-
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Jasmine soap
Product Classification:
Tangible
Non durable good
Jasmine and other soaps fall into the category of convenience good.
9. Product Life Cycle: Maturity Stage
Prominent Variants:- Jasmine almond
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Jasmine soap
Jasmine orchid
Jasmine fruit
Jasmine saffron
Jasmine sandalwood
Jasmine rose
Jasmine international
Jasmine chocolate
Jasmine aromatic extracts
Jasmine oil and honey glow etc.
10. Logo:
Labelling: Jasmine trade character or logo is present prominently in the package Female model Displayed graphically – Key ingredients
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11. Packaging:
Different colors – Different variants( Saffron – Saffron variants & Pink – Rose extracts etc. ) Package size – 100gm, 120gm, 150 gm Launched – Mini Jasmine – 45gm - Rs 5
12. Price:o Competitive prices: Neither high nor low
13. Place:
o HUL distribution network – key strength (Which helps reach out its product across the length and width of the vast country)
o 2000+ Suppliers & Associates
o 7000 Stockists
o Direct coverage in over 1 million retail outlets
14. Network:
o Factory – Company warehouses – Distributor – Market
o Factory – Wholesaler & Big retailers (Bulk orders) – 30% Sales
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Jasmine soap
15. Promotion:- o Active since 1929
o Featured all top actress of their times.
o Idea: if it is good enough for a film star, it is good
o for me.
16. First Male Brand Ambassador:
17. South India: 1970 – Jayalalitha Shriya Sharan
18.Sales Promotion: o Jasmine gold star offer: 22 Carat Gold coin
in the Soap – First 10 caller (Extra 30 gm gold)
o Jasmine star bano, Aish karo contest: A special promotional pack of Jasmine soap – Scratch card -50 lucky winner got the chance to meet Aishwarya rai.
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Jasmine soap
19. SWOT Analysis:- 20. Strengths:o Strong market research (Door to door sampling –
once in a year – Rural and Urban area.)
o Many variants (Almond oil, Orchid extracts, Milk cream, Fruit extracts, Saffron sandalwood oil and Honey)
o Strong sales and distribution network backed by HUL
o Strong brand image
o Dynamically continuous innovations – New variants and innovative promotions (22 carat gold coin promotion – “Chance Hai”)
o Strong brand promotion but relatively lower prices – Winning combination.
o Mass appeal/Market presence across all segments ( 15% of soap market)
21. Weakness:-o Mainly positioned as beauty soap targeted
towards women, lack unisex appeal
o Some variation like the sunscreen, international variant did not do well in the market
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o Not much popular in rural areas
22. Opportunities:-o Soap industry is growing by 10% in India
o Beauty segments compounded annual growth rate (CAGR) is very high
o Liquid body wash is currently in growth stage – Jasmine should come out with more variants in this segment
o Large market share – Strong hold over the market
23. Threats:-o High internal competition (Pears –
Beauty segment)
o New entrants (Vivel)
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Jasmine soap
o Maturity stage – threat of slipping down to decline stage – if constant reinvention is not carried out
24. Competitor Analysis
Internal Competitor:-
Lifebuoy: 1895, 18% Market shares
External Competitor:-
Godrej consumers products limited (GCPL):
2 nd Largest soap maker after HUL
9.2% Market share
Brands: Cinthol, Fairglow, Nikhar
Wipro:
Brand: Santoor (No 1 in AP) and Chandrika
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Jasmine soap
ITC:
1.75% growth in initial five months
Brand: Superia, Fiama di wills and Vivel
Sold in six states
Market segmentation
25. Market segmentation of Jasmine:-
Gender: Female
Age: 16-35
Income: Middle income group (Rs. 15 to 20)
Highest selling beauty soap in urban area (Rural area: Lifebuoy)
Expensive – Affordable,
Target Area: Urban and Sub urban – Upper middle and middle class people
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Jasmine soap
26.Product Positioning of Jasmine:- Created Good Position – Buyers mind –
Better product attributes, price and quality
Offering product in a different way
Offering – improved quality of the product – affordable price with high branding – to position the product as a best quality beauty soap in buyers mind.
Market share of HUL: 54.3%
Market share of JASMINE: 15%
Better Positioning – Market leader of beauty soap
27. Recommendation:-
Ayurvedic variant
Jasmine kids special soap
Target rural area
Target male customers
28.References:-
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Jasmine soap
www.capitaline.com
www.hul.com
www.google.com
www.wikipedia.com
www.mbaparadise.com
www.fmcg.com
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