SPICK & SPAN LTD.

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Group 6 3/20/13

Alpa || Swati|| Mahesh || Swati || Vijeta ||

ABOUT THE COMPANY

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SHOE POLISH MARKET

Competition
Cuckoo: Good reputation in international market Based in Madras and has few cleaning products too 4th launch due to defective packaging White Cleaner or Shoe White is the major product

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SITUATION ANALYSIS

Li Chi is facing competition from Cuckoo Cuckoo increased focus on BTL marketing such as discounts to dealers, incentives, gifts and schemes BTL spending of 60-70% of sales price Gained 3-4% market share at the expense of Li Chi The company has to decide whether to continue the theme advertisement at the

POINTS POINTS OF same OF level and also increase below-the-line promotion to atleast 30% of turnover PARITY: DIFFERENTIATION: Attributes Li Chi Cuckoo
Brand Association Quality High High Low Comparativel y Low

Market share Market leader Small player Distribution network Tie ups Promotions Strong and penetrated Bata Advertising (Pull) Weak Nil BTL (push)

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BRAND EQUITY PYRAMID

Resonance: LOW Customers are shifting to Cuckoo Needs to promote behavioral loyalty, encourage repeat purchases and large volume sales. Feelings: STRONG Associated with the element of fun. Could consider emphasizing a sense of self-respect, social approval, security. Imagery: STRONG Young adults strongly associate the brand with the English comedian Employs demographics-based imagery building, reinforcing brand personality, values, user profile.

Judgments: STRONG product features similar to competitors product, High on expertise and trustworthiness, having been in the market for nearly 40 years. High on Click likeability due to use of comedian in Performance: adverts. STRONG Extensive Product line, Prices comparable to those of competitor, product better than competitors This quality aspect should be leveraged 3/20/13 upon.

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Salience: STRONG High brand recall, consumer familiarity with brand name, strong association with brand elements.

CARRY ON WITH THE SAME ADVER TISING

PR OS the Can retain

Brand image No dip in margins

share to cuckoo
Current advertising dont focus on Points Of Difference

CO NS Will lose market

INCREASE BTL PROMOTIONS

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THANK YOU
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