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Submitted By
P. RAMALINGAM
INTRODUCTION
There was a time when people only focused more on the price factor while choosing a product or
service.
But now, from shampoo to foot wear, people go for brands. The choice of selection depends on the societal & the esteem value the brand gives
to them.
BRAND POSITIONING
Brand: A package of value, on which consumers can rely to be consistently the same or better
From Positioning: The Battle for Mind by Jack Trout with Al Ries
BRAND POSITIONING
THE INDIAN
RURAL MARKET
Detergent Market
Although the per capita consumption of detergents in India (2.7 kg pa) is comparable to some countries like Indonesia, China and Thailand (around 2 kg pa), it is lower than in others such as Malaysia, Philippines (3.7 kg) and the USA (10 kg). The Indian detergent market is expected to grow at 7-9% pa in volume terms High consumer awareness and penetration levels will enable the
Detergent Market
HLL dominates the premium segment, Nirma is the leader in the popular segment. HLL, Nirma and P&G are the major players in the market with 40%, 30% and 12% share, respectively in their segment.
has no difference for a rural consumer who is just a literate. This will
definitely create mismatched/bad experience over the original brand, about the performance of the product. Also the market characteristic is typical to the core comparing to the urban counterparts and hence it becomes very tough to arrive for a common positioning.
It is the key task for every brand to come first in the mind of a
consumer while he / she is going to purchasing a product. In a market where people are heterogeneous, low literate and where word of mouth dominates, every brand happens to occupy the position in the rural household after a chain of tedious strategic exercises only.
THANK YOU