MS Tent Final

8/8/2019 MS Tent Final

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An OverviewAn Overview

4th largest sector in the Indian Economy.

Total market size -Rs. 1,20,000 cr

Accounts 5% Total factory employment

3 million job opportunities in rural areas

60% projected growth in 2015 - Rs1,92,000 cr

Source: Economywatch.com


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Naukarihub.com


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HUL

34%

ITC

29%

NESTLE

8%

AMUL

6%

DABUR

4%

OTHERS

19%

MARKET SHARE OF FMCGCOMPANIES IN INDIA

Naukarihub.com


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CompetitiveRivalry betweenExisting Players

Threat of NewEntrants

BargainingPower of

Customers

Threat of

Substitutes

BargainingPower ofSuppliers


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Power of Buyer:

High competitive era Buyer is themost attentive part for the Industry

Play for the dilution of an Industry

Certainly high which makes this

force ve for the firm

Threat ofNew Entrants:

Quite high

It would not be easy to switch

cost for the new entrant

Power of Supplier:

Powerof Supplier is low as far as the

shampoo industry is concerned and it

is + ve for this Industry .A perfect competitive market

Threat of Substitute:

The threat of Substitute is very low

and the power is + ve for Industry.

Some few people uses some

herbal powder like Avala, Aretha, etcHerbal soaps like Shikakai,

AM Amla No 1

Competitive Rivalry:

Quite high and it is

always negative for a firm.The competition level is

quite high.

For eg, HUL has dragged

P&G to court.


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Category is Based Primarily on Price Segmentation

Premium

CarbolicLifeouy, OK, Nirma Bath

DiscountNima Rose, LB Active, Godrej

No.1, Breeze, Nirma beauty

PopularLux, Hamam, Rexona, Margo, Cint

hol Fresh, Lifebouy, Fairglow

Liril, Pears, Dove,

Cinthol, LTI


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Popular Segment Contributes the Highest in

Terms of Value and Volume

18.7

10.5

33.4

26.1

37.8

42.6

10.1

20.8

0.0

10.0

20.0

30.0

40.0

50.0

Carbolic Discount Popular Premium

Volume

Value


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SEGMENTATIONSEGMENTATION

Dove segments the market on the basis of :

o Demographic segmentation:

Gender: females (working women)

Income: high income groups & upper middle class.

o Psychographic segmentation:

It trys to change the psychology of an average looking women

that she can look equally beautiful.


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TARGETINGTARGETING

Two main target segments:

Mothers and Teenagers, as well as sub-segments such as youth worker

For higher income groups ready to pay premium price

Targeted at women who were now recognizing that beauty is

"not just how you look, but more about how you feel".


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POSITIONING

Dove is positioned as a personal care brand.

Dove soap positions itself as the mildest bathing bar

1/4 moisturizing cream keeps the skin soft and smooth

Does not dry skin like other soaps.

POINTS OF DIFFERENTIATION:

Maximum moisturizing content.

As the add campaign of dove says that use it on half of your face andsee the difference.

Image differentiation: it is considered as a moisturizing bar and beauty

bar.

Moisturizer and pH =O and also met consumer needs.


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BeautyBeauty:- Its not about glamour or fame. Its(Point of Differentiation)

about every woman and the beauty that is

(Market) (frame of reference)

in each of us. Thats what DOVE is all about.(Brand)

And thats why More women trust their skin to DOVE.

(Point of Differentiation)

Dove : POP and POD

Cleanses

(Point ofParity)

Cleanses

(Point ofParity)


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PRODUCTPRODUCT

Combination of moisturizer + softness

Focused on women (non-models)

Based on Perceptions and Attitudes of women with regards to

personal beauty and well-being.

Strong personal ,emotional connection between brand and

consumers.


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PRICINGPRICING

Entered in Indian market in 1995, priced at Rs.50

o NOT SATISFACTORY FOR THE C0NSUMERS

Higher income level did not consider it worth buying.

DOVE then changed its strategy and introduced 2 SKUs

50gms @ Rs. 27

100gms@ Rs. 40

Works --- Why not pay a little extra in order to have good

moisturizer and nourishment..!!


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DISTRIBUTION CHANNELSDISTRIBUTION CHANNELS

Distributed through a network of 2500 redistribution stockiest

covering a million outlets

The general trade comprises grocery stores, chemists,

wholesale, kiosks and general stores

2000 suppliers and 2000 distributers serves HULs 37 factories

reaching 6.3 million outlets


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PROMOTIONPROMOTION

Positioned as REAL BEAUTY and is considered to be good for people of all ages.

Various promotional awareness :-

DOVE Self esteem fund in 2006

AD commercials on TV by doing

comparison with other products

of same range.

REAL beauty campaign in 2008

The promotional video of Dove was seen by over 30 lakhs internet user on the

You tube.


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The Fiama Di Wills range of soaps has been launched under

the sub - brand SkinSense.

First variant to be introduced in this range is Soft Green.

Gentle caring soap, which helps enhance retention of skin

proteins making skin look beautiful and youthful.


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SEGMENTATION

Demographic Segmentation: Females

High Income group.

TARGETING

Targeted at the young, urban, empowered women

from the upper and middle-segment who are smart,

evolved customers and are very sure of their choicesand what they want.


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DIFFERENTIATION

Made from natural extracts eg.Avocado Premium packaging to compete with the likesof Dove.

POSITIONING

Falls in the category of premium market segment.

This is a gentle caring soap, which helps enhance

retention of skin proteins making skin look beautiful

and youthful. It is a combination of nature and science, which give

gentle and effective care.


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Product

Launched in September 2007

Products comprise of shampoos, conditioners, shower gels

and soap.

Packaging by European design firm.

Fragrance by International Business house in France.

Soaps launched under sub brand SkinSense.

Transparent Gel Bathing Bar Mild Dew variant

Clear Springs variant


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Price

Skin sense Soap : Rs.40 for 100gms

Rs. 27 for 75gms soap

Gel Bathing bar : Rs. 25 for 110gms


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Tagline " Beautiful You Today , Tomorrow "

Brand ambassador : Deepika Padukone Associate sponsor of Wills Lifestyle Fashion Week

Promotion


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Launched the national

Fiama Di Wills Beautiful

Face Hunt 2008.

Winner- Prerana Sharma


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Results

Soap industry in India is worth Rs.7967 cr with a growth rate of

18%

DOVE

Dove cut out from the clutter by positioning itself as amoisturizing bar

Dove is a 500 cr brand and has 3.5% share in metros

It is a leading soap in modern trade with a 11.5% share

FIAMADI

WILLIS

Fiama di Willis tried to launch a natural ingredient soap in a

highly competitive market

Was able to capture only miniscule percentage of the market

RESULT


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It is very important to stand out from a highly competitive

market in order to gain customer attention

The way of conveying information is very powerful as seen in

the above analysis, Dove differentiates by saying Beauty is not

a set concept but is very much a construct of the society you

live in

LEARNINGOUTCOMES


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Presented By:

Ajit Chavan.

Saurabh Garg.

Kavita Shinde.

Ketaki Hardikar.

Abhijeet Wairagade.

Chaitanya Chaudhary.

MS Tent Final

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