shree ganesh detergents (4)

8/3/2019 Shree Ganesh Detergents (4)

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PRESENTED BY : SUKHDEV PARTAP SINGHJAGVEER RATHEEPRATIK AGARWALAMANDEEP SINGH

SUJEET


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INTRODUCTIONNirmaWashing Powder Nirma. The punch line that made this washing

powder a hit brand among all Indians in late 70s, is still creating wavesin the minds of consumers and entrepreneurs who want to come in thissegment.

It all started to earn a side income and at that stage, I had neverimagined this kind of success

- - Karsanbhai Patel, CMD, Nirma Ltd.

Shree Ganesh Detergents ,a product made by an entrepreneurMr. Acharya is so similar to the story of Nirma that it is very hard not tonotice the fact. Shree Ganesh Detergent is a new brand that is enteringinto the market. It is a unique product because it gives the luxuries of ahigh end detergent at a low price..


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INTRODUCTIONFeatures:

1.Better Quality

2.Cheaper price3.Less harmful to the hands


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INTRODUCTION

Sector Watch : FMCG SEGMENT

FMCG is the fourth largest sector of the Indian Economy. FMCG sector generates 5% of total factoryemployment in the country and is creating employment for three million people, especially in small

towns and rural India.

According to a CII-A T Kearney report, the FMCG sector in India is expected to grow at acompounded annual growth rate (CAGR) of 9% to a size of Rs 1,43,000 crores by 2012 from Rs 93,000crores at present.

With a growth of 52.5%, the BSE FMCG Index has, during the last one year, outperformed the Sensex,which could manage a growth of 41% only. A well-established distribution network, intensecompetition between the organized and unorganized segments, low operating cost, strong brandingcharacterize the sector. The large consumer base, particularly in rural sector, and the growing middle

class open up huge opportunities to FMCG companies to take the consumers to branded products andoffer new generation products.

The sector's lack-luster performance in the last few years was due to price competition and increase inraw materials cost. However, in the FY06, the sector has witnessed a double-digit growth in profitsand revenues. The sector has registered an up trend in growth across categories, such as healthsupplement, shampoo, toothpaste, hair oils, and mosquito repellant, as shown in table below:


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INTRODUCTION


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SWOT ANALYSIS

STRENGTH WEA KNESSy Low Operation Costs

y Availability of raw materialsy High Quality

y Cheaper price

y Presence of multi national

brandsy Low capital base

y New entrant in the market

y No marketing experience


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SWOT ANALYSISOPPORTUNITIES THREATS

y Large domestic market over

a billion populationsy Untapped rural market

y Rising income levels, i.e.increase in purchasing powerof consumers

y Tax and regulatory structure

y Removal of importrestrictions resulting inreplacing of domestic brands

y Temporary Slowdown inEconomy can have an impact

on FMCG Industry


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MARKETINGMIX

PRODUCT Basic Product :

Washing powder Expected Product :

y Cleans clothes

y Less expensive

Augmented product :

yVery good quality

y Less harmful to hands


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MARKETINGMIXPRODUCT

Potential Product :

y Excellent product at cheapest priceyA Pleasant perfume stays on the clothes giving a fresh

feeling to the water


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MARKETINGMIXPRICEThe Co. has two kind of products :-y Blue Variety

1. Price to trader at Rs. 32/kg2. Price to consumer at Rs. 38/kgy Yellow variety1. Price to trader at Rs. 25/kg2. Price to consumer at Rs. 30/kg

The competing brand of a multinational company is selling theproduct in blue powder form at Rs. 41/kg.Thus this strategy can be termed at Penetration strategy, as the

product is Rs. 3 Cheaper than the multinational brand, and thequality of this brand is way too high than its competitors.


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MARKETINGMIX

PLACEThe concentration first would be on Poona City.That is, The product would be first launched in Poona. This is a

classic example of test marketing. The product if firstconcentrated on a small region like Poona can make wonders asthe small requirements that the consumer has can be fulfilled.The lack of product, what the consumer wants, the profitabilityof the company, the sales, the demand for the product can easilybe calculated.

Thus after the records are there for the company to see, it canlaunch the product on a Pan India basis.

The product can be marketed like ->After the huge response in poona the company is coming to your

home near you.


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MARKETINGMIX

PROMOTION

yPublic campaigning

y News Paper Articles

y Sponsoring small events

yPublicize in kirana shops


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SUPERIOR PRODUCTy Quality by Price Ratio is more than one and it is best

in its class

yLeaves a lasting impression even after washing theclothes

y No harmful chemicals

y The washing bar can be used as a product to wash

foots


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APPOINTMENT OF A CONSULTANTyAs the Entrepreneur is good in his engineering field of

work, he has no background in the field of marketing.

yHe needs a consultant who will guide him to variousmarketing issues.

y There are two types of customer grievances:Horizontal and vertical

yAs the brand is new in the market, a consultant will beneeded to discuss the various grievances by thecustomer.


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CONCLUSIONy An extraordinary situation in the Indian laundry market reminiscent of the

Nirma onslaught on a large MNC brand in the late '70s is posing a newthreat to national and regional brands. Except that this time, there are amultitude of brands like Nirma eating into the market shares of larger brands.

It has come to light that over 500 new brands of laundry bars and over 200washing powders have mushroomed in the last one year in local and regionalmarkets. These price-warriors, small in turnover figures but large in numbers,are said to be gnawing at the market shares of leading national detergentbrands, forcing companies to rethink pricing strategies.

y Proper Pricing Strategiesy

Appointment of a consultanty Test Marketing


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Recommendationy To launch the brand in various sizes :100 gm pack500 gm pack

1 kg pack5 kg packy 200 gm Bar PackTo launch in villagesy Cost cutting initiatives

y Minimize Net Profit to 10%To penetrate the markety Reach every nook of the cityy Customer Grievances box

shree ganesh detergents (4)

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