COMPANY PROFILE

PARENT COMPANY
BRAND HEAD QUARTERS

FOUNDER

: HEINZ : NYCIL : PITTSBURG : HENRY JOHN HEINZ

U.S BASED FOOD COMPANY 5 continents, 200 countries, 130 PRODUCTS

INDUSTRY PROFILE
CATEGORY

: FMCG TYPE :PHP MARKET SHARE : 37 % HEAD QUARTER :MUMBAI TARGET : MIDLLE AND UPPER MIDDLE CLASS

GET RID OF HEAT RASH IN SUMMER MEDICINE EX: POWDER,SOAP etc:WHO CAN AFFORD IN TROPICAL COUNTRIES LIKE INDIA

NYCIL PRICKLY HEAT POWDER

150 GRAMS - 60 RS
TROPICAL COUNTRIES

ADVERTISEMENTS , CAMPAIGNS,SPONSOR

1.PRICKLY HEAT POWDER 2.INCOME 3.REGION

 WE FOCUS ON NEEDS OF BUYER

IMPROVES PRODUCT QUALITY IS ACCORDING TO PRICE OFFERS RIGHT PRODUCT TO OUR

CUSTOMERS

 VALUE

> EXPECTATION

SUMMER GETAWAY CONTEST IN 1997 RUNS A CAMPAIGN OF 10,000 PAEDIATRICIANS IT SPONSORS TV INNOVATIE PROGRAMS LIKE

TAILOR MADE SPOTS ON DISCOVERY CHANNEL USED TELEVISION AS A PRIMARY WAY OF ADVERTISING

USES :
PREVENTS PRICKLY HEAT,ABSORBS SWEAT ,SOOTHES SKIN ,PROTECTS SKIN FROM INFECTIONS

CHEMICAL COMPOSITON:

1.CHLOROPHENSIN (1%): ANTI

BACTERIAL , ANTI FUNGAL

2.ZINC OXIDE (16 %): SOOTHES

&PROTECTS SKIN

3.STARCH(51 %)

- ABSORBS SWEAT AND KEEP SKIN DRY 4.TALC (32%) - GIVES POWDER EFFECT
FOR COOL HERBAL ADDITIONALLY NEEM OIL AND MENTHOL IS PRESENT IN FOR COOLING EFFCT

COMPETITORS
1. Dermicool : market share 30 % 2. Boro plus : market share 23 % 3. Shower to Shower 9 % 4. Sundeo summer powder New entrant.

COMPETITIVE ADVANTAGE
1.Brand. Quality, performance, cost effectiveness. 2.Medicinal values. 3.Mothers care and concern in ads. 4.Value > Expectation. 5.Customer satisfaction and indirectly promotion.

CRM
Quality Family relationships
Reasonable price

SWOT ANALYSIS-STRENGTH
1. Market leader in its category in India. 2. Good advertising and visibility through

ads. 3. Many variants help reach wider consumer base. 4. Good product quality and packaging.

SWOT ANALYSIS-WEAKNESS
1. A seasonal product, hence sales goes down

significantly during winters. 2. The brand has limited global and rural penetration. 3.It is not finely grained , its particle size is high. Children may feel uncomfortable .

SWOT ANALYSIS-OPPURTUNITIES
1. Tie-ups with beauty clinics,

gymnasiums, sports academies etc : 2. Explore the untapped rural market . 3.In tropical regions it has high demand .

SWOT ANALYSIS-THREATS
1. Increasing competition as many

companies trying to enter into this segment. 2. Cheap imitation products.

LEARNINGS AND FINDINGS

Chlorophenesin is a medicine result of work in british

drug house research laboratories. It is potential antifungal,antibacterial,trichomonocidal with low toxicity. Dermatophytes,epidermophyton,floccosum,streptoco cci,coliform and many fungi. Pricklyheat, dhobie itch,acute mycotic infection. It contains medicinal articles to the extent of 33%

SUGGESTIONS
Overcome complaints from customers that

their skin tone becomes black. It can be made to use irrespective of season. We can tie up with schools etc:-. Can be made societal marketing. Ads can be made concerning working women, college students etc:-