A Market Analysis

The Indian Laundry care market is estimated at Rs 92Bn.

Laundry detergents accounts for more than 85% of the total Laundry care market.

CAGR : over 11% between 2008-2011.

(Compounded annual growth rate)

• 7 million tons market laundry soaps & bars as well as a small amount for oil based laundry soaps.

• 16 million tones market synthetic detergents

• 30% detergent cakes

• 70% detergent powder

MARKET SEGMENTS - INDIA

HUL Wheel Rin

P&G Tide Natural

NirmaHenkel

Mr. White

Pitch: In between Mass Market and Mid Priced

Target Audience Primary target: Housewives SEC B, B+

Price Cake: 100gm,190gm,250gm::6,8,12 Powder: 500gm,1kg,3kg,5kg::24,46,98,152

People in Gujarat believe in economies of scale.

They believe in bulk buying. They are loyal to specific local

retailers. They believe in word of mouth and are

ready to experiment on new things. Hard water is a predominant factor in

Gujurat.

CASE 1:Name: Mrs Deepaben Shah, Occupation: A housewifeAge: Undisclosed

Lifestyle: Lifestyle: The eldest in a joint family of 11 members. While her eldest daughter is already married, she herself celebrated her 25th anniversary recently. All household decisions are taken by her. She purchases her groceries from the same kirana since the she got married. They have a family business with an income of around 50,000.

Media: Media: Television (main source) and enjoys a walk in the park while they don’t go to theatres on a regular basis. She travels by local auto, and goes out with her husband on the scooter when they have to travel together.

Buying Pattern: Buying Pattern: She likes to experiment and easily gets carried away with the offers that tempt her. Any product that offers her something free appeals to her a lot. She is a little miser when it comes to spending on luxurious products but has a good spending culture when it comes to necessities.

CASE 2Name: Mr. Dhansukhbhai Joshi Occupation: Owner of Doshi farsanwallaAge: Undisclosed

Lifestyle: Lifestyle: He loves to wear white kurta pajama since its very hot during summers in Gujarat. His elder daughter is studying in the 1st year of college and younger son is in standard 9th, his wife, Mrs Jigna Doshi is a housewife and is very orthodox by nature. She respects her in laws a lot. Dhansukhbhai does all the shopping of the house since the ladies of family does not leave the house alone, he goes to the kirana, and also get the vegetables on a regular basis, the only thing that ladies do and understand is house work.

Media: Media: Though Dhansukhbhai does not watch television he keeps himself updated with the newspaper.

Buying Pattern: Buying Pattern: He has a good rapport with the local kirana Walla and would not mind buying goods on his suggestion. He buys good which have quality and is also not expensive. Buying goods with great offers is in his blood.

HEERA BAR: Blue Crystals that brightens clothes while penetrating them to remove even the toughest of stains.

HEERA DETERGENT POWDER : Active Builders - removes hard water minerals like calcium and magnesium ions to increase effectiveness of detergents. Prevents dirt redisposition. Colour care agent.

An affordable product where our active builders take a tough stand on dirt while carefully preserving colours so you can outshine the rest.

Full 360: Pre and Post Launch Budget:10 crores

HOARDING Phase I: Teaser campaign Phase II: Revealer

Print campaign Phase I: Teaser Newspaper Phase II: Revealer

TVC: Teaser Press release announcing the arrival of

a new brand in the affordable category.

Heera ab bhi hoga irshaa ka kaaran (Teaser) Daag se mukti payenge aur kapdon ke rang nikhar

aayenge (Revealer)

Heera ab hoga aam aadmi ke bas ki baat (Teaser) Heera detergent 3kg Rs. 98/- (Revealer)

Heera ab raashan aur pan ki dukaanon par bhi milega (Teaser)

Aaj hi laiye varna ek bhi nahin bachega.

Heera ab hoga sundarta ke saath hoga suraksha ka prateek (Teaser)

Active Builders yukt Heera hai daag par sakht aur haathon par narm (Revealer)

Print: local newspapers and magazines TVC

Final Ad OOH Transit Advertising

Auto branding ST buses

Ambient Wall painting Paan Beedi: Sachet Holders Umbrella branding at local vegetable vendors Danglers at washing machine shops, electronic appliance

shops, in malls

TV Sponsor: Title sponsor - Reality show (ETV-Gujarati)

Promotions Buy a 5 kg pack and get 1 kg free. Scratch & Win offers…trips to Malaysia,

Singapore. Demonstrations: event in malls live

demo… • Co - Sponsoring 5 upscale navratri bashes.

Push strategy: incentives to retailers to push our brand who sell a certain amount…washing machine free.

Carry bags for laundry and washermen…

TVC STORY BOARD

Black and white memories

A man in his mid 30's shouting on the road because of a car passing by, splashed dirty water during rainy season. (Aaj bhi yaad unka woh gussa)A small boy trying to have a sweet dish and dropping something on his clothes( The innocent look, no table manners)( Woh masoomiyat) Giggles....A woman memorizing her day at a super market getting herself stained due to the grease in the auto rickshaw grease.( Jab unki di hui saadi par daag laga)

Rangon ke bina zindagi kitni adhuri hotiBas ye daag hi hai jinse ye yaadein dhundli ho gayi haiLekin Aaj( Colour scene starts)(At that very point of time, Mrs. Smriti Irani wearing specs, with grey hair drops pickle on her sari while preparing it.)Aaj mujhe koi fikar nahiHEERA (The product shot)Daag se chhootkara payenge aur rang bhi nahi jaa payengeAb Daag tarsenge Rang Barsenge

EXCEL SHEET

Evelyn Menezes Jesal ThakkarKeval GalaKhushboo BavisarLekha MotwaniKrutiKalyanKinjal Gandhi