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The hamam is a pure and gentle soap for a family to use. This is an ordinary
soap, which has not much features or qualities, but it is very soft and gentle
soap, which serves best. This soap is an ideal soap even to use it for kids, as it
does not contain strong chemicals and strong colors. This soap is the choice
of all our family members. We normally don’t change the brand of the soap,
which we have been using since a long time and for us the Hamam soap is
the best choice. The cost of this soap also fits in our monthly budget and
gives the best results
The brand was owned by Tata Oil Mills ( TOMCO) and later became the
HLL brand when HLL acquired TOMCO.
Hamam is a natural soap .Although many reports put this brand as a herbal
soap, Hamam is more of a natural soap than herbal. The brand have a market
share of about 9-10 percent of the Rs 4000 crore Indian soap market.The
brand has a huge market share ( more than 25%) in the Tamilnadu market. It
was launched as a ‘mild, family soap’, Hamam soon drew a large natural
following long before it was trendy or fashionable. Perhaps the only Indian-
made natural soap at the time, Hamam was embraced by mothers and doctors
alike, for its purity and safety on skin.
Only Hamam brings alive ancient time-tested skincare rituals that have been
perfected over generations in convenient and contemporary formats.
The three variants of Hamam - Sampoorna Snaan, Hamam Scrub Bath and
Abhyanga Snaan embody traditional skin care practices.
Hamam can best leverage this due to its heritage and natural ingredient
legitimacy to claim purification of the body and spirit.
When HLL implemented the Power Brand strategy, Hamam survived the axe
because of the strong equity it had among the consumers. Hence the axe fell
on Rexona which was also a natural soap with the same positioning as
Hamam.
HAMAM SOAP has been in India for a long time. Its infact very popular in south
esp. Tamil Nadu. Hamam is a herbal skin care soap enriched with Tulsi, Neem &
other natural ingredients.
CUSTOMERS
Most of the Customers are Casual Buyers.
Women’s were more influenced customers.
INTERMEDIARIES:
Whole salers
Retailers
Distributors
MACRO ANALYSIS:
Political environment:
The uncertainities in the political environment has the direct impact over the
production and distribution of hamam soaps.
Social and cultural factors:
The company has to be very careful in the implementation of its promotional
campaigns,since the social cultural environment of India is very conservative and
any suggestive advertisements usually face a lot of negative reactions on the part
of the consumer.
SWOT ANALYSIS:
STRENGHTS:
✔ Strong Market Research (door to door sampling is done once a year in
WEAKNESS:
✔ Involved marketing risk
✔ Copy by the competitors
✔ Undermining the aspiration of consumers
✔ Sustainability of campaign in long run
OPPORTUNITIES:
✔ Soap industry growing by 10% in India.
✔ Maintain better standards of quality
✔ Unified advertising throughout the globe
✔ Continuous innovation.
✔ More promotions like price-offs and samples
✔ Retentive strategy required as the soap segment is in the mature stage of its
product life cycle
✔ Line extension – probably with more variants catering to the beauty segment
like natural, herbal soap etc
THREATS:
✔ New entrants/local competitors/MNCs would increase the
competition(Camay, P&G)
✔ High internal competition – medimix and dettol also catering the health care
segment
✔ Excessive dependence on beauty segment makes Hamam vulnerable to
changing customer tastes.
MARKET SHARE:
✔ HLL is proud of Hamam’s strong presence in Tamil Nadu having a
share of 25% in T.N.market.
✔ Only 400 crore Herbal soap brand in the personal care segment
✔ 26% market share in the South Indian state of Tamil Nadu
MARKET SEGMENTATION
GEOGRAPHIC SEGMENTATION :
World region: Asia
Country: India
Cities: All cities of India
DEMOGRAPHIC SEGMENTATION:
Age: 5-50+
Gender: Female and Girl Children
Family size: 2, 3-4, 5+
Income: Rs.5,000+
Age:
They have different soaps positioned for different age groups for e.g. they
have Hamam Sampoorna Snaan for women. They have Hamam nallangu
maavu for the teenagers, Hamam Abhyanga Snaan for adults.
Gender:
They had earlier focused their brand only on women and children. Later they
repositioned their brand by including products for men and the family as a
whole. They have lifebuoy skin clear.
Income:
The income factor plays a major role in buying decision of the consumer.
Now they know that in rural areas people will not prefer shower gels and
hand washes because their purchasing power permits them to satisfy only
their basic need of having a bath. So soap prices are the least among their
range of products which are really affordable. Whereas a person from urban
or semi urban area will have the purchasing power to buy shower gels and
hand washes.
BEHAVIOURAL SEGMENTATION :
Benefits: Herbal and Natural soap.
User status : Regular user
PSYCHOGRAPHIC SEGMENTATION :
It means segmenting a market into different groups based on social class,
lifestyle, or personality characteristics.
TARGETING:
Targeted towards the young women who are much
concerned about their beauty.Its main focus is on the
housewives of the middle class families.
POSITIONING:
Hamam was positioned initially as a complete natural family soap.The brand
was built on the Trust factor. The earlier ads typically showed Mother and
child with mother explaining the meaning of Trust using the example of
Hamam.The brand may have acquired this quality from its original creators
TATA.
REPOSITIONING STRATEGY:
Although the brand was able to manage the PLC, it had its share of problems.
At one point, HLL was facing the competition from Herbal/ayurvedic soaps.
HLL tried to position Hamam as a herbal soap by changing the composition
by adding Neem ingredient and reducing the TFM(Total Fatty Matter). But
that reduction of TFM disqualified Hamam as a soap and the brand lost many
of their loyal customers.
2005 saw HLL repositioning the brand by adding more ingredients. The
brand now talks about having a Perfect Balance of Neem, Tulsi and Alovera
Extracts. The packaging also has been made more contemporary and the
shape of the soap has been made oval.2006-07 saw a change in the
communication of the brand. The brand no longer talks about trust but now
positioning itself as a beauty enhancing soap.The brand has now come out
with a variant that contains green gram, turmeric and sandal .The color of the
soap also has changed to sandal from the traditional green color. This move is
a marked deviation from the age old positioning of the brand as a natural
green soap.
Hamam for years has been able to sustain its market position because of the
strong brand loyal customers .The brand now wants to be relevant to a new
consumers ( younger generation). The brand also faces stiff competition from
a plethora of brands offering the same ingredients and benefits. The latest
repositioning exercise is aimed to keep the brand relevant and also leverage
the brand equity it had built up over these years.
MARKETING MIX:
PRODUCT
PRICE
PLACE
PROMOTION
PRODUCT:
Form: Solid Handmade: Yes Transparent: No
Medicated: No Ingredient: Herbal Main Ingredient: Other
Feature: Basic Brand Name: Olive
Place of Origin: Turkey
Cleaning Secret
Pure and gentle soap for family use. This is ordinary soap which has not
much features or qualities,but it is very soft and gentle soap which serves
best.It is an ideal soap even to use it for kids,as it does not contain strong
chemicals and strong colours.It is the choice of all family members.
Variety:
✔ Hamam soap available in all 4 variants which are given as under.
✔ Hamam Sampoorna Snaan, Hamam Scrub Bath,Hamam Abhyanga
Snaan,Hamam naalangu maavu.
Quality:
✔ Hamam’s quality is very popular among the people.
✔ Since the soap has undergone numerous product quality
improvements to offer best hygiene results.
Shape:
✔ Hamam soap's has a classic green colour shape
Brand Name:
✔ Hamam soap is a strong brand of UNILEVER.
✔ Due to this name people consider Hamam soap as a valuable brand
while buying it.
PRODUCT LEVELS:
PRICE:
The hamam soap is priced at Rs.17.50(100g).it is a affordable price for
middle class families.
• Hamam • Rs.20 for 125gm
Sampoorna
Snaan
PRICING STRATEGIES
PRICE MIX:
MARKETING MIX:
PRODUCT
PRICE
PLACE
PROMOTION
Place:
Hamam soap mainly concentrates over tamilnadu. Highly region specific
brand.The brand reaches the consumer either through direct selling or
through distributors.
PLACE MIX
TYPE OF INTERMEDARIES
Intensive distribution: HUL the company extensively uses intensive
distribution . Hamam the product is made available at all possible outlets,
may it be the rural ,semi-urban r the urban areas. The manufacturers make
sure that the product is available as and when demanded hence making it
available where ever possible.
CHANEL OF DISTRIBUTION:
A distribution channel can be as short as being direct from the vendor to the
consumer or may include several inter-connected (usually independent but
mutually dependent)intermediaries such
as wholesalers, distributors, agents, retailers. Each intermediary got the items
at one pricing point and moves it to the next higher pricing point until it
reaches the final buyer also called channel of distribution or marketing
channel.
MARKETING MIX:
PRODUCT
PRICE
PLACE
PROMOTION
Promotion:
✔ The brand is mainly promoted through advertisements in television and
in print media.
✔ It also does promotion through TV and print campaigns.
✔ Provides many offers to their customers.
PROMOTION MIX
Hamam uses all the promotion tools available for selling it’s product.
Advertising :
Hamam uses advertising extensive for the sale of it’s product ,
they use advertising in all the stages of the product life cycle .
they modify the advertisement as the product reaches the
concerned stage.
Modes of advertising
Television: Hamam uses various advertisement on
television which leave a visual impact on the minds of the
customers. These adds value around keeping oneself clean and
healthy just by using a soap.
PERSONAL MARKETING
SALES PROMOTION
Hamam uses sales promotion in several ways to targets it’s desired
audiences Hamam being a consumers. And hence consumer promotion tool is
extensively used.
Introduction Stage:
This is a brand that was launched in 1934.
Hamam was positioned initially as a complete natural family
soap.The brand was built on the Trust factor. The earlier ads
typically showed Mother and child with mother explaining the
meaning of Trust using the example of Hamam.
Growth Stage :
The growth stage is a period of rapid revenue growth.
Sales increase as more customers become aware of the product and
its benefits and additional market segments are targeted.
When competitors enter the market, often during the later part of the
growth stage, there may be price competition and/or increased
promotional costs in order to convince consumers that the firm's
product is better than that of the competition.
Maturity:
Over Period Of 100 Years , Rached Its Maturity Level.
Market Share Becomins Almost Stagnent.
Some Customers Became Loyal While Some Went For New
Products.
Same Brand Image Limited Consumer Base.
Decline Stage:
The soap market in India was fairly sluggish in 2001, declining by
9-10 per cent. Lifebuoy's decline exceeded that of the overall
market.
The decline was partly on account of the sluggish growth in the rural
market, which accounts for 50 per cent of soap demand.
Press releases:
Golden offer from Hamam:
Tuesday, June 05, 2001
CHENNAI: On the occasion of its 70th birthday, Hamam has launched a
consumer promotion called the Golden Offer, in which it is offering 24-carat
gold plated Estelle ear-rings worth Rs 55, free in exchange of 6 wrappers of
the 100 gm packs.
Unique offer:
Saturday, Jun 12, 2004
HAMAM, THE soap brand from HLL, has come out with a unique offer —
collect the words "griha" and "pravesam" from two Hamam wrappers and
call 98407 79880. Every fortnight, one can win a house worth Rs. 5 lakhs,
and everyday, consumer goods worth Rs. 5,001 are given away. The offer is
valid till July 31.
http://www.projectfever.com/index.php?
main_page=product_info&cPath=2&products_id=79
http://www.alibaba.com/showroom/unilever-soap.html
http://pachatterjee.com/big/hamam1.html
http://www.mouthshut.com/review/Hamam-Soap-qpnnltqqt
http://www.scribd.com/opensearch?
language=1&limit=10&num_pages=&page=5&query=hamam+soap
http://www.scribd.com/doc/37276598/Mktg-Assign-on-Hamam-Sales-Study
http://www.scribd.com/doc/39164031/Marketing-Environment-Soaps
http://www.scribd.com/doc/18004677/Marketing-Mix-Product-1