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Super Shampoo's Success
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SUPER SHAMPOOREVIEW BY A.ARPUTHA SELVARAJ
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.
TARGETTING SEGMENT POPULATION
EMERGING INDIA
Targetting 101.1 ( Low cost categery with untapped market scope )
Want more for less money.
Income 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 & Shoulder22%
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.
WEAKNESS1. 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 demand2. Tax and regulatory structure
SWOT
ANALYSIS OF 4P’S
Product Price
PlacePromoti
on
Packaging
WHY SUPER SHAMPOO?
PRODUCT PRICE
Super shampoo will be based on “Shikakai”.
Characteristics of producing more foam.
Jasmine Essence
1Rs shampoo to target lower income group.
“More for Less” Strategy. 50% more for 1Rs. Competitive Price comparing
with other brands.
MONEY MONEY MONEY…………………
PLACE PROMOTION
Untapped “rural market”. 160million households. Major player of economic
growth. Business of around US$ 425
million.
“Super” the name itself. Retailers are the biggest
promoters Following “Word-Of- Mouth”
Strategy. Indirect Advertisement by
others.
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