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lifebuoy

lifebuoy

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Published by Saurav Kumar
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ppt on lifebuoy

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Published by: Saurav Kumar on Apr 17, 2013
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05/27/2015

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LIFEBUOY -- RURAL MARKETING

GROUP NO. 1 ABHISHEK KUMAR ATUL SHARMA DHRUV SINGHAL ISHAN MISHRA KANISHK GAUTAM SAUMYA SRIVASTAVA

LABOR CLASS MAN‟S . • HARD RECTANGULAR BAR. •INITIAL TARGET : TOUGH. RED IN COLOR.INTRODUCTION •LIFEBUOY FIRST LAUNCHED IN 1895. • STRONG CARBOLIC SCENT .

. LAUNCHED NIRMA BATH SOAP AT HALF PRICE OF LIFEBUOY.  SUCCESS OF NIRMA ENCOURAGED OTHERS TO TARGET THE VALUE FOR MONEY SEGMENT.4% IN 1997 TO 12.  IN 1992 NIRMA LTD.  LIFEBUOY‟S MARKET SHARE SLID DOWN FROM 15.SUCCESS AND COMPETITION FROM OTHERS  NEW CAMPAIGN – TO MAKE HANDS GERMS FREE  LARGEST SELLING SOAP IN INDIA BY 1940.5% IN 2001.

 WAS A MILD SOAP WITH A FLORAL SCENT.  TARGET – FROM MALE CONCEPT TO ENTIRE FAMILY.  MARKET SHARE – 18% IN 2002.RELAUNCHING LIFEBUOY  IN 2002 LIFEBUOY WAS RELAUNCHED.  SIZE DECREASED FROM 150gms to 125gms AND PRICE INCREASED FROM 8.50 TO 9. BENEFICIAL FOR HEALTH CONCEPT. .

RURAL MARKETING  HLL FOCUSED ON RURAL MARKET  70% OF ITS SALES. IN VILLAGES NO ACCESS TO MASS MEDIA SUCH AS TV AND RADIO. .  TWO MAIN PROBLEMS IN RURAL MARKETING :  AVOIDING SOAP IF HANDS DID NOT APPEARS DIRTY.

RURAL MARKETING AND PROMOTION  HLL HIRED TWO-PERSON TEAMS TO GO INTO VILLAGE SCHOOLS AND TEACH YOUNGSTERS BETWEEN AGES OF 5 AND 13 ABOUT INVISIBLE GERMS. .  LATTER PARENTS AND VILLAGE ELDERS WERE APPROACHED.  LAUNCHED “LIFEBUOY SWASTHYA CHETANA PROGRAMME” MEANT “HEALTH AWAKENING”.  IN 2002. RURAL CONTACT PROGRAMME.

RURAL MARKETING AND PROMOTION (CONTD.) .

MAKING LIFEBUOY AVAILABLE AT BARGAIN PRICE OF RS. 2 IN RURAL MARKETAT RETAIL LEVEL.)  In 2003.  IN RURAL MARKET IS EXTERMELY PRICE SENSITIVE.  4 A‟S OF RURAL MARKETING :    AVAILABILITY AFFORDABILITY AWARENESS ACCEPTABILITY . HLL.RURAL MARKETING (CONTD.

place and promotion .  Nirma literally captured the market share by offering value-based marketing mix of four P‟s .NIRMA –RURAL MARKETING  Nirma is one of the few names – that is instantly recognized as a true Indian brand  Nirma has always practiced „VALUE FOR MONEY‟ .e. a Perfect match of product. price.i.

Chemist by profession named NIRMA. after his daughter NIRUPAMA Successful journey began with sale of 15-20 packets of nirma washing powder a day which was YELLOW in colour Lower in quality than surf but far more effective than traditional slab of soap .in Ahmedabad in Gujrat .INTRODUCTION  NIRMA was started in the year 1969 by Karsanbhai     Patel.

Strategies followed for success  Stockist made responsible for all transportation & delivery cost who were mainly relatives & family members  Distribution dependent on prepayment for stocks  Came up with ads in the late 1970s with catchy jingles and stockist were responsible for 50 % funding of promotional expenditure  His daughter name attached to company gave distinctive and personal aspect that helped nirma stand out from others .

KEY DIFFERENCES OF NIRMA & HLL  Price  Ingredients  Soda ash –main raw material abundant in gijarat  Focused on tier 4 i.e. 4 billion people who live mostly in developing countries .

75 billions Income $2000-20000 Tier 4 Population 4 billion Income <$2000 .World pyramid Tier 1 Population 75-100 million income>$20000 Tiers 2 & 3 Population 1.

NIRMA-FINALLY WON THE WAR OF BUBBLES  Regional product bring permanent success  Outnumbered hll sale in rural areas  Take advantage of the vacant market left by hll which was thought to be not penetrable but them  1/3 rd price of regular price was the enough harbinger of nirma to survive in market  Became number 1 brand in asia : focused on massive market segment that was hungry of getting a good quality product at affordable price .

this time hll took it seriously & came up with project sting & put its plan in to action .HOW HLL REACTED  When nirma came with detergent bar to compete with rin.

SWOT ANALYSIS OF NIRMA STRENGTH:  BACKWARDINTEGRATION (Into 2 main raw materials.alkyl benzene and soda ash) ‡ MARKET LEADERSHIP ‡ DISTRIBUTION NETWORK .

‡ Lack of global tie ups . ‡ Less presence in the premium brand segment.SWOT CONTINUED… WEAKNESS: ‡ Image of CHEAP brand.

 Acquisitions of local players .SWOT CONTINUED… OPPERTUNITIES:  Exports  Entry in to other categories.

P&G. Godrej . ‡ Existing Players like HUL.SWOT CONTINUED… THREATS: ‡ Brand image.  MNC‟s coming to India.  Emergence of small regional players .  Lacked necessary network in urban areas.ITC.

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