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Contributes

5.25%

Cold Cream
PRODUCT ANALYSIS PRESENTED BY: MARKETING TEAM MOUSUMI INDUSTRIES LTD.

General Information
Product: Cute Cold Cream Sizes: 90gm & 45gm Product type: Seasonal Product Supply period: Sept Feb

USP
Brand equity
Same quality Same packaging Icon brand of Cute

Competitors

Brand value Nourishing care Especially suitable for very dry skin areas

Brand equity Most sold moisturizer Eucerit (Lanolin) Wherever your skin needs especially rich & mild care

Competitors

All day cream Intensive care and protection With pro-vitamin B5

Fairness Expert Winter Fairness For Soft, Fair skin

Competitors
Brand Value 10 Skin nutrients + moisturizers Moisturise + nourish + protect

High-End pricing Comparison


Brands Pond's White Beauty Nivea Size 50gm 30gm 25gm 250gm 150gm 60gm 300gm 250gm 150gm 60gm 30gm 90gm 45gm Price TP 350 200 100 300 190 95 360 305 190 90 50 69 44 Unit MRP Retailer Margin Price 450 28.57% 7.00 250 25.00% 6.67 165 65.00% 3.17 350 16.67% 1.20 240 26.32% 1.27 140 47.37% 1.58 420 16.67% 1.20 340 11.48% 1.22 220 15.79% 1.27 120 33.33% 1.50 80 60.00% 1.67 80 15.94% 0.77 50 13.64% 0.98 Promotion off-season Peak-season

Dove

Cute

(12+1) (12+1)

(12+1) (12+1)

Low-End pricing Comparison


Price Size (gm) TP MRP Retailer Margin 100 88.9 100 12.46% Pond's 60 55 70 27.27% 30 32 40 25.00% Pond's Vanishing 80 54 60 11.11% Cream 30 25 28 12.00% Keya Snow 55 23 30 30.43% 50 44 50 13.64% Tibet Snow 25 21.9 25 14.42% Fair & Lovely 50 83 95 14.46% Winter 25 46 55 19.57% 90 69 80 15.94% Cute 45 44 50 13.64% Brands Unit Price 0.89 0.92 1.07 0.68 0.83 0.42 0.88 0.87 1.66 1.84 0.77 0.98 Promotion off-season Peak-season

(12+1) (12+1)

(12+1) (12+1)

(12+1) (12+1)

Findings
Forcasted new TP price:
Cute Cold Cream 100gm: 77Tk Cute Cold Cream 50gm: 49Tk

The larger sizes


Competitor retailer margin: higher than Cute, lower than their smaller size Pull effect

Cute: lower retailer margin Push effect

The smaller sizes


Competitor retailer margin: higher than Cute, even higher than their larger size Push effect Cute: lower retailer margin Push effect

Suggestions & Recommendations


Higher retailer margin Ensuring visible promotion Introducing high-end product without changing the existing one HQ stock has sufficient supply for the month September

The End!