Company

LOGO
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.
Source: www.ibef.org
Bharat Vs India
Mission 101.1
Target low to reach on top.
Still deprived of luxury
goods.
First BHARAT then
INDIA.
Want less for more.




Emerging INDIA
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 Plus
39%
Head &
Shoulder
22%
Chik
31%
Sunsilk
3%
Clinic All Clear
3%
Pantene
1%
Other
1%
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.



WEAKNESS
1. Lower scope of investing in
technology and achieving economies of
scale.
2. Low exports levels
3. Counterfeit Products.
OPPORTUNITIES
1. Untapped rural market
2. Rising income levels
3. Large domestic market-.
4. High consumer goods spending
THREATS
1. Slowdown in rural demand
2. Tax and regulatory structure
SWOT
Analysis of 4Ps
Product Price
Place
Promotion
Packaging
WHY SUPER Shampoo?
Product
Super shampoo will be
based on Shikakai.
Characteristics of producing
more foam.
Jasmine Essence

Price
1Rs shampoo to target lower
income group.
More for Less Strategy.
50% more for 1Rs.
Competitive Price
comparing with other
brands.



Continue..
Place
Untapped rural market.
160million households.
Major player of economic
growth.
Business of around US$ 425
million.


Promotion
Super the name itself.
Retailers are the biggest
promoters
Following Word-Of-
Mouth Strategy.
Indirect Advertisement by
others.


5
th
P- Packaging
Costly bottles.
Help in reducing cost.
Attractive Packaging.
Easy recognition.
Easy to carry & transport.




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