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Study Objectives
Analysis of Hand rub manufacturers to determine the opportunities and threats for entry strategy for hand rub market in India
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Table of Contents
Objectives Approach Used Manufacture Analysis Consumer Analysis Opportunities and Threats Research Data
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Approach Used
Synthesis
Threats Opportunities
A set of manufacturer Goals and consumer Preferences were determined from news, blogs, websites, social media conversations on the subject of purchasing hand rubs. Using the Goals and Preferences, we interpreted the market research data and recorded the activity of the current manufacturers P&Q, Himgiri, Pure Car. The observations and ratings shows how each manufacturer is meeting their goals along the dimensions of the consumer preferences By rating the quality of activity seen, we plotted charts to make conclusions on relative performance and generated insights on threats and opportunities for Utsuk.
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12 10 8 6
Effectiveness (out of15 )
4 2 0 Trust Awareness Competitive Segmentation Distribution channel P&Q Himgiri Pure Care
Manufacturer Goals
On creating Trust Leading brands have natural advantages but unbranded have done well too
P&Q is the Market Leader Being a market Leader had build trust on consumers. Varied Product Portfolio.
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Himgiri is the new entrant in anti-microbial hand rub market : New in market havent build trust with the consumers.
Pure Care is one of the leading brands : Trusted by consumers . Variety of products.
On creating Awareness - Unbranded players have generated awareness only due to price range. Branded players leveraged their awareness through both price and quality . On Creating Competitiveness - Quality and Price have been exemplified by P&Q and Unbranded as representation of Competitiveness . On Creating Segment - Range and price is the only method seen for creating segments.
P&Q is the Market Leader Varied Product Portfolio catering to different needs. Products in different packages targeting different segments of people. Provide lowest price in the market.
Himgiri is the new entrant in anti-microbial hand rub market : Deals in different product ranging from Personal Care to pharmaceutical
Pure care is one of the Market Leader : Product range include wipes and hand lotion and liquid hand wash.
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P&Q is the Market Leader Distribution network include CFA and targeting Hospitals and institutional Segment.
Himgiri is the new entrant in anti-microbial hand rub market : Distribution network target the retail segment.
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12 10 8 6 4 2 0
Consumer Preferences
The above graph measures the consumer preferences in effectiveness ( scale of 1 to 15).
Protection All the three competitors position their product as protection against illness. And it has a high correlation with establishing trust on the Manufacturer. Utsek has to position its product as the protection product as there is a room for improvement.
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Cleanliness Consumer rank as the cleanliness as one of the high preference areas. Utsek can position its product as high cleanliness product.
Price P&Q and other branded product provides a high range of price. There is low competition in the low prices an opportunity for Utsek.
Alcohol content - Only P&Q and pure Care have projected there product with alcohol content. Utsek can come up with the product having high alcohol content , which would in case target salons and clean rooms increasing consumer base.
Fragrance A hand rub with a fragrance is also being preferred by the consumers. Most branded players have perfumed products.
Packaging P&Q provided packaging in 50 ml bottles for lower prices. Utsek can package the products in small sachets for lower price ranges.
Anti-Microbial consumers are ware that anti microbial hand rub is most effective . Utsek can position its product as this.
Additional Features( Moisturizer and Deodorant) Customers usually prefers hand rubs that an also act as moisturizer and can have a deodorant effect. Utsek can provide a product with can provide these additional features.
Recommended by specialist Customers generally prefer if a dermatologist refer any product for usage. Many branded players havent positioned its product as such except P&Q . Utsek has opportunity to position its product as same.
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Distribution network
Customers: From the secondary data analysis, as a new entrant in market, Utsuk should focus on both retail and institutional sectors of the business. Larger glossary stores, malls & market and chemist should be his target customers. Again from institutional segment, Utsuk should concentrate on getting business from small hospitals.
Customer
Customer
Hospital stockist
Hospital
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Vendor Goals Consumer Preference Protection Cleanliness/Disinfection Price of the product Alcohol content Fragrance Packaging Anti Microbial Additional Features( moisturizing and deodorant) Recommended by specialist
Create Trust
G1 P1 P2 P3 P4 P5 P6 P7 P8 P P P P.PC P,PC P,PC h ,pc P,PC
Increase Focus on vendor Competitive specific market awareness and Differentiation segments accessibility
G2 P P P PC P P, h, pc P,PC G3 P P P P.PC P.PC P,PC h, pc pc pc, H P,H,PC H H G4
P,H,PC
P9
P,H
P,H
High Correlation Medium Correlation No Correlation P- P&Q(Pureshield) , H- Himgiri, PC- Pure care Note: Entry as caps indicates stronger correlation.
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Cell Ref G1*P1 G3*P1 G1*P2 G3*P2 G1*P3 G2*P3 G3*P3 G1*P4 G1*P5 G2*P5 G3*P6 G1*P7 G3*P8 G1*P9
Opportunities Create trust through product Protection as the competitive differentiation factor Create trust through cleanliness feature of product Cleanliness as the competitive differentiation factor Price as factor to create trust
Recommendation Product providing higher level of protection Position product using protection Product providing higher level of Cleanliness Position product using cleanliness as one of the feature Provide quality product with varied price range
Varied price range in increasing Provide product in different packages awareness among different segment of with different Price range. consumers less competition in low price range Market prefers High alcohol content Create trust through product create varied range of product Scope to provide product in different packages to create quality product to create products with additional features to build trust through recommendation Provide product in different packages with different Price range. Product with higher alcohol content Provide varied fragrance range Increase product accessibility Provide product in small sachets in appropriate price range to provide products with anti-microbial contents Products having moisturizing and deodorant effect Market the product in collaboration with specialist/dermatologist
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