hipolin strategic marketing
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it tell abt marketing strategyTRANSCRIPT
Strategic Marketing Plan For HIPOLIN
Group No : 5 and 6
Introduction• Started in 1970 • Based in Ahmedabad, Gujarat• BSE Listed Company since 1994• Decreasing market share• Incurred loss of Rs 22 lakhs in FY 2011-12 with
sales of Rs 35 crores• Rejected an offer of acquisition – will focus on
increasing sales
Current Marketing Strategy• The company has total production capacity of
14,000 tones per year for its three major products - detergent powder, detergent cake and dish wash bar.
• The total production would scale up to 18,000 tons per annum for the mix of its three products in this financial year.
• Plans to spend on TV commercials
Marketing Challenges• High Cost of transportation to UP, Bihar and WB– Production at Gujarat - Supplying finished products
from Gujarat to faraway markets like UP, Bihar and WB led to high transportation cost that added Rs 3 on per one kilogram of detergent
• Meeting the Cost of advertising• Aggressive competition from bigger players in
the low-cost segment• Unable to absorb the rise in input cost at the
same selling price to maintain the market share
Red Ocean Strategy
Compete in Existing market space
Gujarat
Beat the competition Nirma, Ghadi, Wheel
Exploit existing demand UP, WB, Bihar
Align the system of firm’s activities with its strategic choice of differentiation or low cost
Ways to reduce production and marketing cost and product differentiation
Market Busting Strategies• Redefining Profit Drivers– Improving Asset Utilization Eg: outsourcing production– Improving customer’s key metrics and productivity by
adding value and differentiation
Marketing Strategy
Urban
Product Differentiation Variants
Rural
Direct marketing
through SHGs
THANK YOU