ITC YUVA

ACTIVITY
Detailed market analysis on the product NIMYLE by
Chandan R
Akshatha A V
Outlet : ANU Provision Store, JP Nagar, Bengaluru.
PRODUCTS
 ABOUT NIMYLE
• ITC Ltd acquired floor cleaning brand Nimyle from Kolkata-
based Arpita Agro Products .
• Nimyle herbal is a 100 percent natural action floor cleaner that
harnesses the power of neem.
• 100% Natural action means anti-bacterial action basis in-vitro
study
• Fights spread of germs associated with 100 diseases, through
unhygienic floors. Basis In vitro anti-microbial action.
STP ANALYSIS
SEGMENT
Disinfectant
floor cleaner

POSITION
Cleans the
TARGET surface
Modern removing the
families germs and
keep them
fresh
 SWOT ANALYSIS
STRENGTH OPPORTUNITY

1) NIMYLE kills 10 times more 1) R&D and innovation to seek

germs than phenyls . better solution for Indian dirt
2) Effective use of ITC brand name. condition market
3) Neem odour ( which is new to 2) Making the product available in
the market ) more SKUs

WEAKNESS THREAT

1) Intense competition in market 1) Existing competition can initiate

2) Limited brand loyalty due to high a price war
brand switching 2) Lack of advertisement leads to
short penetration for semi-urban
and rural market
 COMPETITORS
• BRANDED • NON BRANDED
 LIZOL AGNI
 DOMEX COMET
 CIF SPARK
What are they paying ?
100 95
93
90
90

80
74
70

60
51 50
50

40 37

30

20

10

0
Lizol Domex CIF Nimyle Comet Spark Agni

Price per 500ml in Rupees

 Nimyle’s Performance vs
PRODUCT
competitors NO.OF CASES SOLD

LIZOL 500ml 3

DOMEX 500ml 1.5

AGNI 600ml 3

COMET 1000ml 4

SPARK 1000ml 4

NIMYLE 450ml 1.5

 Problems faced
• Shape and colour of the package is not attractive.
• Quality of the package is poor.
• No ITC branding anywhere on the product.
• Awareness is very less.
• Lack of advertisement.
Problem faced in the store

• Blind Spot

• Eye Level

• Better Advertising
 Solution
• Create more awareness about the product.
• Create more advertisement.
• Make the product more attractive.
• Make product more diversified.
• Better placement of the product.
 Thank You

’s not about having the right opportunities. It’s about handling the opportunities right.
-Mark Hunter