ABS August 09-11

Term VI, Minor Marketing B

Group 02
 Overview of the presentation
• Product Category
– Industry and key drivers
– Competition
– Customer
– Product POP & POD
• Brand Mantra
• Model
• Print Ad
• Brand Extension and Global Reach
 Product Category
• Industry and key drivers
– Overview:
• market size  930cr.
• Sales – 80% urban, 20% rural
• Growth rate 20%, expected 25%
– Key Drivers:
• Changing Life style
• High disposable Income
• Pricing
• Environment
 Product Category
• Competition (strengths & weaknesses)
– Leader: Hindustan Unilever Limited
Strengths:
• Good Research Facilities
• Premium Distribution Channel
Weakness:
• Non Implementation of strategies at right time
• Risk Averse
 Product Category
– Challenger: P & G
• Strength :
– Strong financial position
– World wide marketing and innovation
• Weakness :
– Poor distribution channel
– Foreign employees in company for local
management
 Product Category
– Niche: Dabur
– Strength :
• having alliances with other business
• Competitive pricing
– Weakness:
• low quality
• Outdated technologies
 Product Category
• Customer
– Age: 15 and above
– Income levels: middle class (all levels)
– Gender: male and female (family product)
– Location: pan India
• Product POP & POD
– POP: hair care
– POD: all in one
– Price: Rs. 100 to Rs. 400 (100ml.)
 Brand Mantra

Enjoy refreshing your

confidence everyday!!!
Brand Model
Print Ad
Brand Extension and Global Reach
• Brand Extension
– New Customer Group: kids (age of 5 to 15)
– Additional Benefit:
– Packaging ( in shape of toys)
– Colors and fragrance (fruits)
Brand Extension and Global Reach
• Global Reach
– Country of launch: China
– Reason:
• large consumer market
• 3rd largest purchasing power
• Demand for anti-aging product
– Changes to the product:
• Usage of elysambre, madare, mimc.
• Adding UV protection scrum
• Fine packaging
• Usage of regional language