cold cream.pptx
DESCRIPTION
COld Cream PresentationTRANSCRIPT
Cold CreamPRODUCT ANALYSIS
PRESENTED BY: MARKETING TEAMMOUSUMI INDUSTRIES LTD.
Contributes
5.25%
General Information
Product: Cute Cold Cream
Sizes: 90gm & 45gm
Product type: Seasonal
Product Supply period: Sept – Feb
USP
Brand equity
Same quality
Same packaging
Icon brand of “Cute”
Competitors
• Brand equity• Most sold moisturizer• Eucerit® (Lanolin)• “Wherever your skin needs especially
rich & mild care”
• Brand value• Nourishing care• “Especially suitable for very dry skin
areas”
Competitors
• All day cream• Intensive care and protection• With pro-vitamin B5
• Fairness Expert• Winter Fairness• For Soft, Fair skin
Competitors• Brand Value• 10 Skin nutrients + moisturizers• Moisturise + nourish + protect
High-End pricing ComparisonPromotion
TP MRP Retailer Margin off-seasonPeak-season50gm 350 450 28.57% 7.0030gm 200 250 25.00% 6.6725gm 100 165 65.00% 3.17
250gm 300 350 16.67% 1.20150gm 190 240 26.32% 1.2760gm 95 140 47.37% 1.58
300gm 360 420 16.67% 1.20250gm 305 340 11.48% 1.22150gm 190 220 15.79% 1.2760gm 90 120 33.33% 1.5030gm 50 80 60.00% 1.6790gm 69 80 15.94% 0.77 (12+1) (12+1)45gm 44 50 13.64% 0.98 (12+1) (12+1)
Unit Price
Pond's White
Beauty
Nivea
Dove
Cute
Brands SizePrice
Low-End pricing ComparisonPromotion
TP MRP Retailer Margin off-season Peak-season100 88.9 100 12.46% 0.8960 55 70 27.27% 0.9230 32 40 25.00% 1.0780 54 60 11.11% 0.68 (12+1)30 25 28 12.00% 0.83 (12+1)
Keya Snow 55 23 30 30.43% 0.4250 44 50 13.64% 0.8825 21.9 25 14.42% 0.8750 83 95 14.46% 1.6625 46 55 19.57% 1.8490 69 80 15.94% 0.77 (12+1) (12+1)45 44 50 13.64% 0.98 (12+1) (12+1)
Pond's Vanishing Cream
Fair & Lovely Winter
Cute
Tibet Snow
Unit PricePriceSize
(gm)Brands
Pond's
Findings• Forcasted new TP price:
• Cute Cold Cream 100gm: 77Tk
• Cute Cold Cream 50gm: 49Tk
• The larger sizes’
• Competitor retailer margin: higher than Cute, lower than their smaller size– Pull effect
• Cute: lower retailer margin – Push effect
• The smaller sizes’
• Competitor retailer margin: higher than Cute, even higher than their larger size– Push effect
• Cute: lower retailer margin – Push effect
Suggestions & Recommendations
• Higher retailer margin
• Ensuring visible promotion
• Introducing high-end product without changing the existing one
• HQ stock has sufficient supply for the month September
The End!