SUPER 777 BAR

By
Abhijith Ere Gowda

Under the guidance of

Dr N S Viswanath
 Introduction
 December 1972.(western)march 1973(southern region). 1973 october
(northern and eastern)

 Swastik .

 Introduced to compete with existing barsoap(501) with economical price.

 Combination of efficiency (popular) and whiteness (premium).

 Product meant to lower and middle income people.

 Combination of detergent and soap cake ,bars.

 Target people Semi literate ,promotion was to be done by audio and visual.
Consumer profile
 Sex –both female and male.
 Age-15+.
 Education: illiterate -25%
 Below s s l c -30%.
 S s l c/undergraduated -30%.
 Graduate and above -15%.
 INCOME: Lower middle Rs 200- 500 p/m.
Middle Rs 500-750 p/m.

 Price : 90 -95 paise.

 Market share -12%detergent:88% bars and soap.

 Major :People who wash on river banks.

Product and pakaging
 Weight: 180gm.

 Color: yellow.

 Four cuts

 Wrapped in yellow and red.

For advertising they used.

 “For a whiter wash at a lower cost.”

 “Paise bachao,safedi badao”.

 Consumer offtake
 Total market for detergent cakes and bars were 14266 tons 1973 and witnessed a growth
of 39.4%.

 In 1974 there was a growth of 36.4%.

 The total offtake for super 777(urban and rural) in 1973 was 1242 tons with a market share
of 6.2%.

 In 1974 consumer offtake was 6153 tons with a market share of 22.7%.

 1975 market share was 28.1% with a total offtake of 8693 tons.

 Finally in 1977 the total offtake reached 16972 tons. it was indeed a success story!
 Price & Size
1972 :90paise for 180. [rin 90 paise for 135gm].

1974 :1 rupee [rin 1.22 rupee ]

SIZE:
Cuts 4 BARS

EACH 2 INCHES.
 Problem
Combination of detergent and soap.

Break the soap into parts .

As the consumers were lower and middle class they needed the detergent in
form of user friendly at low cost.

Solution

Cuts were made in the bar.

Thankyou