Jasmine soap

Jasmine Soap - Presentation Transcript

1. Marketing Project Report on Jasmine Soap

By:

Vinay Lalit Chauhan

FYBFM-35

K.J.Somaiya

By:- vinay chauhan

Jasmine soap

o Contents:- o Company Profile – HUL

o Distibution Channel - HUL

o Product Mix – HUL

o Overview – Jasmine Soap

o Marketing Mix

o SWOT Analysis

o Competitor Analysis

o Market Segmentation

o Recommendation

o Reference

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Jasmine soap

2. Company Profile – HUL :-

o A 52% owned subsidiary of Anglo Dutch giant Unilever.

o India – 1888

o India largest FMCG company

o Touching 2 out of 3 Indian consumer

o 20 distinct categories – Home and personal care products, food and beverages.

o HLL – HUL

o 100 factories – India – Manufacturing its diverse product range

o Headquarter: Mumbai

o Market share – Toilet soap category – 54.3%

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Jasmine soap

 

3. Distribution Channel – HUL :-

o 2000+ Suppliers and associates

o 4000 Redistribution stockists

o Covering 1 million retail outlets

o Reaching 250 million rural consumers

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Jasmine soap

4. Product Mix- HUL:-

The width of the HUL Product mix:

o The width of the product mix refers to the number of different product line the company carries

o E.g:

o Personal wash

o Laundry

o Skin care

o Oral care

o Deodorants

o Colour cosmetics

o Ayurvedic personal and health care

o Shampoo

o Tea

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o Coffee

o Foods

o Ice cream

o Width = 12

5. The lenght of the HUL Product mix:-

o The Lenght of the product mix refers to the total number of items in the product mix.

E.g:

o Personal wash: Jasmine, Lifebuoy, Liril, Hamam, Breeze, Dove, Pears, Rexona

o Laundry: Surf excel, Rin, Wheel

o Skin care: Fair & Lovely, Ponds, Vaseline, Aviance

o Oral care: Pepsodent, Close up

o Deodorants: Axe, Rexona

o Colour cosmetics: Lakme

o Ayurvedic personal and health care: Ayush

o Shampoo: Sunsilk, Clinic

o Tea: Broke bond, Lipton.

o Coffee: Bru

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o Foods: Kissan, Annapurna, Knorr

o Ice cream: Kwality walls

o Width = 30

6. The Depth of the HUL Product mix:-

o The depth of the product mix refers to the number of variants of each product offered in the line

o E.g: If close up toothpaste comes in three formulation and in three sizes, close up has a depth of 9 (3*3)

The Consistency of the HUL Product mix:-

o The consistency of the product mix refers to how closely related the various product

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Jasmine soap

lines are in the use, production requirement, distribution channel or in any other manner.

o HUL Product line are not consistent because of its large width.

7. Overview : Jasmine Soap

o 1916 – Laundry soap

o 1925 – Bathroom soap

o India – 1929

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Jasmine soap

o First brand ambassador: Leela Chitnis (1929)

o Market share is almost equal to Lifebuoy

8. Marketing Mix:-

Product:-

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Jasmine soap

Product Classification:

Tangible

Non durable good

Jasmine and other soaps fall into the category of convenience good.

9. Product Life Cycle: Maturity Stage

Prominent Variants:- Jasmine almond

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Jasmine soap

Jasmine orchid

Jasmine fruit

Jasmine saffron

Jasmine sandalwood

Jasmine rose

Jasmine international

Jasmine chocolate

Jasmine aromatic extracts

Jasmine oil and honey glow etc.

10. Logo:

Labelling: Jasmine trade character or logo is present prominently in the package Female model Displayed graphically – Key ingredients

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11. Packaging:

Different colors – Different variants( Saffron – Saffron variants & Pink – Rose extracts etc. ) Package size – 100gm, 120gm, 150 gm Launched – Mini Jasmine – 45gm - Rs 5

12. Price:o Competitive prices: Neither high nor low

13. Place:

o HUL distribution network – key strength (Which helps reach out its product across the length and width of the vast country)

o 2000+ Suppliers & Associates

o 7000 Stockists

o Direct coverage in over 1 million retail outlets

14. Network:

o Factory – Company warehouses – Distributor – Market

o Factory – Wholesaler & Big retailers (Bulk orders) – 30% Sales

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15. Promotion:- o Active since 1929

o Featured all top actress of their times.

o Idea: if it is good enough for a film star, it is good

o for me.

16. First Male Brand Ambassador:

17. South India: 1970 – Jayalalitha Shriya Sharan

18.Sales Promotion: o Jasmine gold star offer: 22 Carat Gold coin

in the Soap – First 10 caller (Extra 30 gm gold)

o Jasmine star bano, Aish karo contest: A special promotional pack of Jasmine soap – Scratch card -50 lucky winner got the chance to meet Aishwarya rai.

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Jasmine soap

19. SWOT Analysis:- 20. Strengths:o Strong market research (Door to door sampling –

once in a year – Rural and Urban area.)

o Many variants (Almond oil, Orchid extracts, Milk cream, Fruit extracts, Saffron sandalwood oil and Honey)

o Strong sales and distribution network backed by HUL

o Strong brand image

o Dynamically continuous innovations – New variants and innovative promotions (22 carat gold coin promotion – “Chance Hai”)

o Strong brand promotion but relatively lower prices – Winning combination.

o Mass appeal/Market presence across all segments ( 15% of soap market)

21. Weakness:-o Mainly positioned as beauty soap targeted

towards women, lack unisex appeal

o Some variation like the sunscreen, international variant did not do well in the market

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o Not much popular in rural areas

22. Opportunities:-o Soap industry is growing by 10% in India

o Beauty segments compounded annual growth rate (CAGR) is very high

o Liquid body wash is currently in growth stage – Jasmine should come out with more variants in this segment

o Large market share – Strong hold over the market

23. Threats:-o High internal competition (Pears –

Beauty segment)

o New entrants (Vivel)

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o Maturity stage – threat of slipping down to decline stage – if constant reinvention is not carried out

24. Competitor Analysis

Internal Competitor:-

Lifebuoy: 1895, 18% Market shares

External Competitor:-

Godrej consumers products limited (GCPL):

2 nd Largest soap maker after HUL

9.2% Market share

Brands: Cinthol, Fairglow, Nikhar

Wipro:

Brand: Santoor (No 1 in AP) and Chandrika

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ITC:

1.75% growth in initial five months

Brand: Superia, Fiama di wills and Vivel

Sold in six states

Market segmentation

25. Market segmentation of Jasmine:-

Gender: Female

Age: 16-35

Income: Middle income group (Rs. 15 to 20)

Highest selling beauty soap in urban area (Rural area: Lifebuoy)

Expensive – Affordable,

Target Area: Urban and Sub urban – Upper middle and middle class people

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Jasmine soap

26.Product Positioning of Jasmine:- Created Good Position – Buyers mind –

Better product attributes, price and quality

Offering product in a different way

Offering – improved quality of the product – affordable price with high branding – to position the product as a best quality beauty soap in buyers mind.

Market share of HUL: 54.3%

Market share of JASMINE: 15%

Better Positioning – Market leader of beauty soap

27. Recommendation:-

Ayurvedic variant

Jasmine kids special soap

Target rural area

Target male customers

28.References:-

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Jasmine soap

www.capitaline.com

www.hul.com

www.google.com

www.wikipedia.com

www.mbaparadise.com

www.fmcg.com

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