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rate of 7 % to 9 % y The per capita detergent consumption in India is around 5kg per year, USA it is around 13 kgs y Penetration level in India is still very low
It was launched in 1969. It was invented by William Stepphard. Current market share is 8%.
Launched in 1969. One of the oldest detergents India and pakistan. Emergence of new local brands, Surf excel underwent many
changes in its brand communication. Today surf excel leads the premium fabric wash category in india.
Largest selling brand of p&g worldwide. It was launched with much fanfare in 2000. Tide when launched got luke warm response from indian
customers. Now tide has found its formula, the same global positioning as a detergent that cleans perfectly.
Rin
y It was launched in 1969 extended nationally in 1970. y It was realised at the time powder were never completely
replaced bt laundry soaps. y It is not a soap, it is totally a new idea for washing soaps. y Its base line was whiteness strikes with rin.
Wheel
y It is a laundry brand launched by hul. y Launched as a low priced product to give dirct
competion to nirma
Ghadi
y It was found in 1981 by mr. hamid y y y y y
reza ghadi. Direct competitor of nirma. Cheap price. Gives direct competition. Current market share is 18%. Tag line pehle istemaal kare fir vishwaas kare.
surf excel
In accordance with competitors price war Hul stong distribution network
Tide
Cost plus pricing statergy.
Rin
Price reduction statergy.
Wheel
In accordance with its competitor ariel. Strong hul distribution
Strong distribution.
Surf excel quick wash surf excel blue Surf excel matic.
Rin matic Rin advance Rin shakti bar Rin supreme bar.
Active wheel lemon and orange Wheel gold Wheel lemon and jasmine.
Market share
Current Hul total market share market share is 8% is 36% inclding surf
Image of Image of excellent in supremacy job product. and toughness . In growth stage. In growth stage.
Is reducing rapidly.
Rural population.
Rural population.
Economy brand.
Promot ion
zara sa campaign Grabs attention of rural population . Most preffered brand in india in 2006.
Famous for using bollywood stars as in brand ambassado rs . For eg salman khan who did an add for wheel.
Distribution
Nirma (8 Locations) Whole sellers Retailers (2 Million)
INTERPRETATION
y This product created a marketing miracle, when introduced in the domestic
marketplace y This product was priced at almost one third to that of the competitor brands, resulting into instant trial by the consumers. y Give your consumer what he wants, when he wants, where he wants and at the price he wants, selling will be done quite automatically. This is the marketing 'mantra' of Nirma y But right now the reality is not so good the prodct which till late 1990s enjoyed the largest market share of 38% has now only 8% market share .
Environmental scanning
y Recent trends in detergent industry:y Supplier consolidation y Emergence of middle class population. y Growing concernover global warming and
environmental change.
WE CAN CLERLY SEE THAT BY 2013 MIDDLE CLASS POPULATION WILL INCRESE CONSIDERABLY THIS WILL DEFINITELY BE A POSITIVE FACTOR FOR OUR PRODUCT AS IT BASICALLY IS A LOW PRICED DETERGENT WHICH CATERS TO THE DEMAND OF MIDDLE CLASS AND LOWER INCOME.
Political factors
y Government policy. y Central and state initiatives. y Inverted duty structure for selected inputs. y Other factors.
ECONOMICAL FACTORS
y Recent slowdown in World Economy y Increase in Production and Labour cost y Increase in Per capita Income and
Environmental Factors
y Detergents and water pollution y Regulations y Progressive labelling requirements (BIS) y Response of detergent industry
Technological Factor
y New product development y Some of the other technological factor which can affect our product are: y Ariel came with a better technology which has its motto as powder for safe hands and tough on dirt y The introduction of washing machines has increased the washing frequencies, but also specialized detergent products are being launched for machine specific washing.
Thank you