6 § Subsidiary of Angloutch nilever àroup eals with consumer products and b2b markets Annual sales turnover: 06 billion, soaps% HLL Soap share: 5% in the market enetrated by % to rural India ne among the 25 fastest growing segment in India roud owner of a portfolio of 75 brands
6 § A tough competitor for the HLL Business in consumer products & industrial products Yurnover was 20.52 billion, soaps ² 5% Introduced other products, that failed to click
6 § § Yhird important player in the market Yurnover billion, without any successful brand eason for slide: Alliance and break up with &à arket Share slipped from % to 5% Introduced No. soap with different characteristics Face Saver : CINYHL
6 §§ Not seen as competitor to toilet soap market Soap and Washing powder dept. failed Sanitary and shampoo items were moderate ationalizing its brand portfolio
6 §§ Wipro was successful in several brands ysore sandals lost parent organization's tardiness Colgate almolive partially successful ettol successful as bath soap / antiseptic liquid HLL Savlon heads on with dettol Henkel brands ² average performance in market
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Companies tried to use this: ositioning in terms of sales ositioning in terms of price ositioning in terms of availability ositioning in terms of variety, suiting to needs ositioning in terms of value for money ositioning in terms of customer benefits / education ositioning in terms of tradition / culture / situation
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NEW A EY ENY ANYS
SBSYIYYES
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C EYIY
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§ 6§ 6 Lifebuoy: Yop brand of soap division of HLL Largest Selling Soap in India Easily available (transportation) and affordable Size was adjustable according to customer needs Large sales implied large dividends for investors Lifebuoy: Yop brand in India in
§ 6§ NCs not competitors in that area Small newcomer Nirma gave tough competition àodrej failed to click due to break up with &à &à had pricing and positioning related issues ther competitors had not penetrated into the segment Had other portfolios in handwash, shampoo rices were not meant for low income groups
§ 6§ Yargeted retailer by incentive schemes Backward Integration rojects ebt estructuring Cost Cutting Low manpower and capital / Low Investment ecession helped to move to value for money items Exits by others showed exit from market is not tough
§ 6§ Body Shampoo Face Wash Liquid Soap Hand Wash remium / opular Body Soaps Shikakai Soaps
§ 6§ Income and class: Low Income rural people iddle class and rich class of cities Niche market: Yeenagers, Adventurous, Sportsmen ccupation: Housewives, etty businessmen
