WELCOME

 Abrar Bin Zakaria, ID:1920517

 Robiul Alam Rana, ID: 1910083
Abu Isa Muhammad Israfil, ID: 1920794
Group Members


 Mahmud Bin Islam, ID: 1830371

 Maisha Mainul, ID: 1830824
 Rezaul Mostafa Zami, ID: 1920514
Product: Talcum Powder
What is Talcum
Powder?

 Talcum powder is made from talc, a mineral

made up mainly of the elements
magnesium, silicon, and oxygen.
 As a powder, it absorbs moisture well and
helps cut down on friction, making it useful
for keeping skin dry and helping to prevent.
 It is widely used in cosmetic products such as
baby powder and adult body and facial
powders, as well as in several other consumer
products.
Current Marketing Situation
 Market Description
The market we aim to target is the prickly heat powder market.
Below are some characteristics that paint a clear picture of the
market.
 The prickly heat powder market is mostly prevalent in areas
with high seasonal temperatures and humidity. E.g. Most South
and South East Asian countries, some parts of Australia and
North America.
 There is no specific demographic for the prickly heat powder
market. People of every demography buy and use the products.
 The biggest companies in this market are Zydus Wellness’s
Nycil, Paras Pharmaceuticals Dermicool and Emami’s
BoroPlus. These 3 brands collectively hold about 90% of the
global market share.
 The prickly heat powder market is worth around 230 Crore Taka
or around 27 Million US Dollars.
 The prickly heat powder market is not very big
and few brands exist within it. However, the
Competitive brands that do exist hold a solid foothold in the
Review market and have a large and loyal customer base.
As previously mentioned, the 3 biggest brands in
the market are,
 Nycil

 Formerly operating under their parent company Market Share

Heinz India, Nycil was recently bought by and
currently operate under Zydus Wellness.

 They currently hold the largest market share in the 37%

prickly heat powder market, holding 37% of the 63%
total market.
Nycil Others
 DermiCool

 A talcum powder brand under the Mumbai

based privately held healthcare company, Market Share
Paras Pharmaceuticals.
 Currently holds the second largest market
share in the prickly heat powder market just 30%
behind Nycil at 30% of the total market
share. 70%

DermiCool
 BoroPlus

Market Share
 A prickly heat powder brand operating under
the Indian Conglomerate, Emami Group Ltd.
 The brand holds the 3rd and lowest market 23%
share of the 3 brands, coming in at 23% of
the total market share. 77%

BoroPlus Others
 Total Market View
Market Share

10%
23% 37%

30%

Nycil DermiCool BoroPlus Others

Johnson’s Existing Powders
Our Products
 Target Market

 As previously mentioned, the market

we will be targeting is the prickly heat
powder market and people who suffer
from heat rashes and body odor issues.
Market Segmentation
 For our product, we will solely be
using geographic market segmentation.
 Prickly Heat and heat rashes only occur
in regions that are hot and humid.
 Therefore, the prickly heat powder
market only exists in such regions and
not so much in others.
 Some such regions include, most south
and south east Asian countries such as
India, Bangladesh, Bangkok, Malaysia,
Hong Kong, some regions in Australia
and North America.
 Targeting Strategy

The targeting strategy we will be focusing in for our products is “Concentrated Marketing”
for the following reasons.

 Prickly heat powders exist in a single well defined segment in the talcum powder
market.

 The prickly heat powder market is relatively small since its demand only exists in regions
with some specific weather conditions.
 Market Positioning

 Product: The 3 biggest brands in the market

mentioned previously only solve the immediate
prickly heat issue and do not offer anything else.
Our product on the other hand will alleviate
prickly heat problems as well as provide a
pleasant fragrance to counteract the body odor that
occurs due to sweat build-up.
 Price: Despite their reputation and quality of their
products, Johnson’s maintains affordable prices
for their products, it is by no means a luxury
brand. The pricing will stay the same for our
prickly heat powders.
 Contd.

 Place: Our products will be available for sale at any

physical stores that sell healthcare and cosmetics
products. It will also be available for sale online in
online stores.
 Contd.

 Promotion: Our products will be promoted and

advertised on TV utilizing Johnson’s ad space as
well as on newspapers and popular social media
sites such as Facebook, Instagram etc.
Promotional activities will increase during the
summer when prickly heat issues and heat rashes
occur the most.
 References
 Madhuparna Datta. (2017, 23 Jan). A Study of Marketing Strategy of Johnson & Johnson.
Slideshare.net. https://www.slideshare.net/MadhuparnaDatta/johnson-johnson-ppt
 Plavaneeta Borah. (2019, April 10). 7 Effective Prickly Heat Powders To See You Through Summer.
Swirlster.ndtv.com.
https://swirlster.ndtv.com/beauty/7-effective-prickly-heat-powders-to-see-you-through-the-summer-2020964.
 (2020, April 20). Johnson & Johnson Brand Analysis.
Mbaskool.com. https://www.mbaskool.com/brandguide/fmcg/2161-johnsons-baby-powder.html.
 Chitra Unnithan. (2013, 20 Jan). Prickly Competition To Beat The Heat.
Business-standard.com.
https://www.business-standard.com/article/management/prickly-competition-to-beat-the-heat-110053100061_1.html.
 Neil Patel. The 4 P’s of Marketing: A Steep-By-Step Guide (With Examplies).
Neilpatel.com. https://neilpatel.com/blog/4-ps-of-marketing/.
 Will Kenton. (2020, 19 Jul). Target Market.
Investopedia.com. https://www.investopedia.com/terms/t/target-market.asp.
Thank You