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Presented By:-

Hitesh Tolani P-13


Tushar Chaudhari P-46
Sandesh Rane P-30
Prashant Vadnere P-24
Market
Transformation

Market M a rke t
A decade ago A t Pre se n t
Some New Categories Evolved Over
Last Decade
• DTH Service
• Men’s Fairness Cream
• Water Purifier
• Hi-tech Cell Phones
How the category has evolved?
Why fairness cream for men?
• Survey by Gillete (2004)
– 25% to 30% fairness products of females were
purchased by males.




• Men also became conscious about their look.
• Hidden demand.

Some Of Market Players

• Emami – Fair and Handsome


• HUL – Fair & Lovely Menz Active
• Garnier – Lightener Skin For Men
• Nivea – Advanced Whitening for Men

Emami-Fair and Handsome

• Launched in 2005.
• Category Creator.
• Unique Tag line-
• Major Player.
HUL-Fair & Lovely Menz Active

• Launched in 2006.
• Broke Monopoly of Emami.
• Brand Extension.

Nivea For Men
Garnier PowerLight
• Newly Entered.
• Popular Players.
Market Share Of Players
Category Billing
Total Sales

Years
Evaluation of Survey
Types of Advertisements

• Celebrity Advertisements
• Print Advertisements


Celebrity Advertisements
Print advertisement
Sales promotion

• Small Sachet
• Buy Two Get one free
• Premium Quantity
• Fairness Scale

Events

Mr .
Handsome
Contest
Direct Marketing
Usage by various age groups
Age Groups Usage of fairness cream (%)
12 – 14 13
15 -19 22
20 – 29 35
30 -39 20
40 – 49 7
50 and above 3
“USHA PAANA CHIKITSA”

• Drink six glasses of water(1.5 liters) everyday and


avoid
medicines,tablets,injections,diagnosis,doctor
fees,etc.

• Drink six glasses of pure water(1.5 liters)
everyday and avoid
medicines,tablets,injections,diagnosis,doctor
fees,etc.

Search for pure water

• Use of alum

• Boiled water


• Bottled water



Water purifier
CATEGORY DEVELOPMENT

• High income Low income


• group group

• Luxurious Consumer Durable


• One brand Many



“PRODUCT FOR ALL”

Types of water purifier


• RO-based Rs.13000 and above


• UV-based Rs.5000-9000


• Resin based Rs.1500 and above
MARKET SHARE - category wise
MAJOR MARKET PLAYERS


Upcoming brands

• Pristin - Zero B
• Kenstar
• Aero
• Videocon water purifier
• Usha Brita
• Jaipan
• Maharaja Whiteline
• Orpat
RO BASED UV BASED


Zero to Hero
sales in million
Role of IMC
• Brand awareness

• Brand image

IMC BRAND EQUITY


• Brand response

• Brand relation
Personal Selling

• I am aqua guard salesperson

M aa.



• maa
Print Advertising
N EW S PA P ER

M A G A Z IN E
Celebrity Advertisement
Hoardings
Audio Visual
Sales Promotion
• Free product to Doctors
• Demonstration
• Pay back offers
• Free product to rural people


DIRECT MARKETING

• Online application
for demo

• Mailing

• Telemarketing

Events

• Project ‘SHAKTI’ of Pure it (HUL) in


Andhrapradesh

• E TV Marathi program ‘Comedy Express’


Brand War

This Intelligent water


purifier
ensures you get pure