ITC NIMYLE

COMPETITION ANALISYS WITH SPECIAL REFERENCE TO THE THRISSUR REGION

Study conducted by

ANANDU P. SHAJI
MARKETING INTERN, ITC LTD
Objectives of the study

The main objectives of the study were:

 To understand the extent of competition in the market
 To identify various prominent competitors
 To understand and evaluate competitors’ approach towards segment customers and
consumers
 To understand the marketing strategies of the competitors.
 Analyze the distribution channels, incentive schemes, sale promotion activities etc.
adopted by various prominent competitors

Nature and features of competition in floor cleaner market

The floor cleaner and disinfectant market is highly competitive in nature. The sole reason behind
this highly competitive market condition can be attributed to the following reasons.

 Highly crowded market scenario

 Lack of brand loyalty because of high probability of brand switching.
 Aggressive pricing strategies adopted by several key players in the market to cope up
with intense competition
 Periodical dirt conditions which vary from time to time.

These factors cause several constraints in the market conditions of the product. Still the industry
is booming / expanding in the market. There are number of floor cleaners available in the market
and a lay man always keep on experimenting with different brands; as new products constantly
keep on flooding in the market. There is an intense competition for the manufacturers of these
products and they rely on advertisements to fascinate the customers for their survival up to a
greater extent. A common man often tends to buy the products by getting convinced with
better add-campaign rather than quality and composition of the product.

Main competitors of ITC NIMYLE

The following are the main competitors of NIMYLE in Thrissur region
 Lysol (Rekitt benckiser)
 Domex (Hindustan Unilever)
 T shine (Jyothi Laboratories)
  DAZZL (Dabur)

Analysis of competitors
In this part of the study various prominent competitors are analyzed to understand their
potentialities and how they approach the segment customers and customers. Though there are
numerous branded and non branded players are in the market only few of them are selected on
the basis of their performance in the present market conditions.
1.Lysol (Rekitt benckiser)
Lysol is the market leader in this segment category (Floor Cleaners). Lysol is a home-
care brand and is associated with FMCG sector. It was first introduced as an antiseptic
disinfectant in the year 1889 by its founder Dr. Gustav Raupenstrauch. Lysol is a subsidiary
brand of its parent company Reckitt Benckiser. It is an all-purpose cleaner used for hand
washing, air treatment and as a solution for soft and hard surface and is available in several
fragrances like fruit & citrus, floral, crisp linen, fresh and gourmand.
Marketing Mix of Lysol
The following constitute the marketing mix of Lysol.
1. Product

Lysol has a diversified product portfolio that helps in eliminating odours and destroys
mildew, mould, bacteria and virus. It’s cleaning package includes several items like

 Disinfectant spray
 Disinfectant spray for baby rooms.
 Multi surface all purpose cleaner.
 Concentrate disinfectant.
 Disinfectant wipes
 Anti bacterial kitchen cleaner.
 Air sanitizing sprays
 Multi surface 2 in one floor cleaner range. Etc.

2. Place

Lysol was first introduced in Germany and with time became the market leader in nearly fifteen
global countries. Its country of origin is the United States but currently, it caters to world market
including India, United Kingdom, Australia and Spain. Lysol has set up R & D facilities for
offering better products to its consumers. Lysol products are widely used by business houses,
schools, homes, hospitals, public places and highly-populated areas like airports and malls. It has
a strong distribution channel that includes distributors, retailers, regional offices to reach
consumers via discount stores, convenience stores, supermarkets, hypermarkets and corner
shops.

3. Price
Lysol has appointed a team to gain the better understanding of the market, production costs and
prices set up by rival brands. It has put the special onus on aspects like know, feel and compare
before setting up its own pricing policies. The company came to know that customers tend to
compare the same type of products in terms of prices.
Hence it has adopted a competitive pricing policy and kept its product prices at par with rival
brands to gain a competitive edge in the consumer market. As it wants to increase its market
share it has implemented a penetration strategy to make further inroads. Lysol has kept its
product prices affordable and reasonable so that it can retain customer loyalty and increase
existing consumer base.
4. Promotion
Lysol is an international brand and has always advertised its products with the tools available at
that period of time.
In the year 1918, Lysol placed ads in newspapers and offered tips for countermeasures against
influenza virus.
Lysol has adopted an intensive marketing strategy and its media team has launched several
commercials shown via television, newspapers, magazines, Facebook and Blogs. It also
advertises seasonally at specific times with related products.
For example advertisements in January will highlight cold and flu messages and during summer
vacations ads will highlight product usage in kitchens and rooms as children are mostly at home
during that period.
Lysol is aware of its social responsibility and has partnered with health-conscious groups like
NEA and CDC. It also offers support to global disaster areas.

Distribution channels and strategies Lysol

 The distribution channel of Lysol is very much wide while comparing it with any
other floor cleaner and disinfectant manufacturers.
 They have 100+ dealers all over Kerala which makes a strong network of
distribution.
 They have a dedicated team working in the market to understand the trends in
the market and they are flexible enough to adjust themselves to the changing
conditions in the market.
  During the pandemic time Lysol s various cleaning and disinfectant products
shown a boom in its turnover graph. Their marketing campaigns claimed Lysol is
found to be effective against corona virus.
 They have very high demand from institutional buyers like hospitals, hotels etc.
 When a new variant of the product is launched, they always resort penetrating
price to ensure proper market captivation.
 They always make their products available at several SKU s.
SWOT Analysis of Lysol

The following are the important strengths, weaknesses, opportunities, and threats of lyzol.

Strengths Weaknesses

 Economies of a well-established  Higher dependence on a single

brand
 Market leadership
 Housewife’s favorite brand for
cleaning
 Presence across the world
 Full fledged cleaning solution
segment.
 Over segmentation: category
demand is not expanding.
 Delayed market entry

Opportunities Threats

 Growing demand for home  Intense competition in the market

hygiene products  The threat of substitution
 The Asian market conditions  Poor penetration into rural
 Growing per capita income market.


2. T shine (Jyothi Labs)

T Shine multipurpose cleaning solution is one of the important players in the market. It is a
product from famous UJALA manufacturer jyothi laboratories. It’s a company started by Mr. M.
P Ramachandran who started his business empire from a humble establishment at Thrissur,
Kerala.
The company has a 35 years legacy in the segment market. But the floor cleaning product T
shine was launched recently. There is very low consumer awareness about the product because
of lesser promotions. The composition of the liquid is much different from other floor cleaners
available in the market. The packaging and branding is also attractive but still becoming a failure
in the market because of lesser demand. There are various fragrances in which the product is
available, but only few SKU s are there for the product.
3. Domex floor cleaner (Hindustan Unilever )

Recently famous bathroom cleaner brand Domex owned by Hindustan Unilever entered into the
floor cleaning segment. It is one of the key players in the market but only has a single variant of
product which contains sodium hypochlorite a patented cleaning agent accepted by W. H. O.
 SWOT Analysis of Domex

Strengths Weaknesses

 Patented composition of the  Segment presence mainly in

product urban areas.
 It is a multinational brand (35  Lack of product depth
nations)  Slightly higher price of their
 Has a wide range of products products

Opportunities Threats

 Domex germ kill challenge  Highly intense competition

increasing awareness in from the market
households.  Lack of rural market share.
 Domex squad: an initiative
taken to clean house hold
toilets.
 Tie up with hotel chains
restaurant etc.

5. Dazzl (Dabur)
 Dazzl is a floor cleaner brand owned by dabur. The USP of dazzl is India’s first
disinfectant floor cleaner. It also come in various fragrances just like Lysol. The
packaging, labelling etc. of dazzl is very similar to that of Lysol. During the pandemic
time dazzl tried to capture more market share by capitalising its disinfectant properties.
They even came up with a B. O. G. O offer for their 500 ml floor cleaning liquid. Dazzle
made a slight progress in the market demand but it couldn’t perform up to the
expectations. The following table shows the SWOT Analysis of the brand.

SWOT Analysis of Dazzl

Strengths Weaknesses

 Established brand image of  Intense competition in the

dabur market.
 Available in different variants  Low market share
and different fragrances  Lack of visibility among the
 Has dirt trap technology consumers as compared to
market leaders
Opportunities Threats

 Strong R&D and innovation  Existing competition

 Export opportunities  Threat from new entrances
 Product development and into the market
strength  Lack of effective promotion
may lead to lesser demands

Role of Local products in the existing market condition

Local unbranded products play a very crucial role in the floor cleaner market.
In Thrissur region also a lot of local brands are available in the market.
Products like squad herbal (locally manufacturing herbal multipurpose cleaner) will be raising
huge challenge before branded products.
The product quality and packaging aesthetics of squad herbal is in par with any of the top brands
available in the market.
 Local brands like Orma, Royal clean, Texma, Cleano, Easy clean etc are also in the market but
presently they are not in a position to compete with any of the branded products available in the
market
But they could provide higher margins to the sellers thus always get promoted by them.
An average consumer is always attracted to the white phenyl for house hold cleaning purposes.
This phenyl is a multipurpose cleaning liquid which can be used everywhere.

Conclusion

From the short-term study conducted with available resources the following conclusions were
derived about the extent of competition existing in the present market scenario;
1. The floor cleaner market is highly competitive in nature. Lot of branded and non-branded
products are available in the market for the consumers to choose from.
2.Lyzol being the market leader in the product segment has the highest demand because of its
brand image among the consumers.
3. Not only the cleaning capacity of the product but also several factors like fragrances,
available SKUs, fragrances, aesthetics in packaging has considerable impact on the buying
decision of the consumers.
4.Many brands couldn't make an impact in the market just because of poor promotional
activities and advertisement.
5. Almost all the products in the market doesn't have a proper penetration in the sub urban
and rural areas, this can be capitalized to improve the demand for Nimyle.
6. Numeracy of distribution is lesser for many brands. By improving the numeracy of
distribution, Nimyle can potentially improve its market share.
7.Multipurpose surface cleaners have more demand than over segmented products.
8. Many potential local products are evolving, thus there might be fierce competition in the
near future for this product category.
9.There is always a threat of substitution exists in the market, thus when a producer increases
the price automatically consumers will go foe substitute products, which are relatively
cheaper
10.There is no absolute brand loyalty in in this segment category. Consumers keeps on
switching the products. Thus, the visibility of the product in the store plays a vital role in the
sales.