survival stakes- final
TRANSCRIPT
-
8/6/2019 Survival Stakes- Final
1/19
Survival
StakesArun Shan S 11125
Naresh Malik 11130
Dhivya LaxmiS 11135Harish Shankar 11140
Kaustubh Sinha 11145
Marketing Management Case
Study
-
8/6/2019 Survival Stakes- Final
2/19
Western India Cosmetics (WIC), a cosmetic
Company whose future is at stake
Manufacturing operations carried on at
Aurangabad (Maharashtra)
Product : Bharat- an ayurvedic soap, Herb - aherbal toothpaste, Wash- a detergent powder,
Sparkle and Bonjour, the toilet soap
Introduction
-
8/6/2019 Survival Stakes- Final
3/19
-
8/6/2019 Survival Stakes- Final
4/19
-
8/6/2019 Survival Stakes- Final
5/19
Annual Sales
-
8/6/2019 Survival Stakes- Final
6/19
Relative Market Share
Herb
Bharat
Wash
Sparkle
Bonjour
DOGSCASH COWS
STARS
QUESTIONMARKS
?Market
growthrate
BCG Matrix
-
8/6/2019 Survival Stakes- Final
7/19
BHARAT
Medium priced Ayurvedic ethnic soap
Bread and Butter of WIC
No threat of closing down , ,Competitor Chandrika Mysore Sandal Santoor
-
8/6/2019 Survival Stakes- Final
8/19
HERB
Occupy niche in highly competitive
market
Relatively less market share Average sales Second best
product
,Low end Competitors Babool
Promise
-Market Player Colgate
-
8/6/2019 Survival Stakes- Final
9/19
SPARKLE
Highly Priced Toilet Soap
- Low Sales Positioning didn t work
Erratic supply from factory /Low Relative Market Share Low
Growth rate
Lack Differentiating Feature
,High End Competitors Lifebuoy
Lux
-
8/6/2019 Survival Stakes- Final
10/19
BONJOUR
- Low Sales Positioning didn t work
Half dead product
Not favored by company May facedisposal
Erratic supply from factory
-
8/6/2019 Survival Stakes- Final
11/19
WASH
Higher sales than toilet soaps
Struggling in Low price favored
market - ,Low end Competitors Henco Shudh
-Market Player Nirma
-
8/6/2019 Survival Stakes- Final
12/19
Strategy Formation
Focus on Ayurvedic products Create a natural brand imageIntense promotion of Bharat for generating Cash for company
Innovative new products must be introduced
, ,Bharat Herb Market Penetration Market Development
Sparkle Product Development
-Bonjour and Wash Divest
Strategy forproducts
-
8/6/2019 Survival Stakes- Final
13/19
Market PenetrationIntense promotion ofBharatAdvertise for increased
usage(Unisex bath soap)Introduce loyalty schemesIncrease sales forceactivities
Bharat, Herb
Product DevelopmentInnovative new productsSkin specialized soapsOffer services for skin
careFabric conditioners,whitener
Sparkle
Market Development
Rural MarketInstitutional Customersgeographic penetration
Bharat, Herb, Sparkle
Diversification
b2b products BackwardIntegrationMe too products(Tooth
brush)Nail polish, remover,
Hand wash(herbal skinsafe)
New ProductsNew ProductsCurrent ProductsCurrent Products
Current MarketCurrent Market
New MarketNew Market
Ansoff s Grid
-
8/6/2019 Survival Stakes- Final
14/19
Market Penetration
Advertise the herbal soap as unisex brand , ,Loyalty schemes sales promotion free samples
Increase sales force activities with the help of Excelsior
Advertise the specialty of sparkle
- , ,Herb Sachets free tooth brush sales promotion
, ,Small size soaps toothpastes at tourist centers railway
, stations bus stands and hospitals helps generate fund though
not the market share
-
8/6/2019 Survival Stakes- Final
15/19
Market Development
Selling product at rural markets
(Take the product where the competitors have low hand north
) India demographic penetration
-Ayurvedic content biggest advantage for institutional selling
,via small parlors cosmetic shops and hostels Helps to generate funds for aggressive promotion
-
8/6/2019 Survival Stakes- Final
16/19
Product Development
( )Sparkle can be reformulated based on TFM to compete as Bath
soap
.Produce soaps specialized for each skin type
Bring awareness on TFM which major players are not doing
- , .Tele consultancy services for Barath Herb , , Fabric conditioner whitener stain remover synergy with Wash
.Bring in promising quality in herb to promote it
-
8/6/2019 Survival Stakes- Final
17/19
Diversification
b2b products like fatty products backward integrationTooth brush
Nail polish and remover
Herbal Shampoo
( ),Hand wash herbal skin safe hand sanitizer
.Products that doesn t demand aggressive advertisement
-
8/6/2019 Survival Stakes- Final
18/19
Areas Strength Weakness Opportunity Threat
Marketing Some productsare partiallydoing well
Ayurvedicproductsexcellent scope
WeakpromotionalStrategies
UnsuccessfulBrands Lack of funds
Resources ofParent company&like R D
&P G and HULaggressivepromotional
Strategy
Excessivecompetition
Finance Bharat is earningrevenue forsustenance
Lack of funds
Low Revenue
Cost Cuttingby voluntary
retirementschemes
Divestunsuccessful
.brands
No support from.parent company
Manufacturing Established units Labour issues Hiring temporarylabour force
Changes may lead tolabor strikes
-
8/6/2019 Survival Stakes- Final
19/19
Thank You