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Presented by:Rituparna Chakrabarty (11DM009) Rajani Kanta Mishra (11DM019) Saurav Shekher (11DM029) Sudeshna Sahu (11DM039) Bighnesh Mahapatra (11DM049) Arunav Nayak (11DM059)
The market size--- Rs. 2,500 Rs. 3,000 crore Sachet makes upto a 40% of total shampoo sales Anti-dandruff consists arround 14% of the total shampoo market Major players: Sunsilk , Clinic Plus, Clinic All Clear, Dove, Head & Shoulders, Garnier, Himalaya, Pantene.
What is Positioning??
Positioning is owning a piece of consumers mind
Positioning is not what you do to a product Its what you do to the mind of the prospect You position the product as well as the brand in the prospects mind
Examples
Colgate is Protection
Lux
Axe Gillette
is
is is
Glamour
Sexual Attraction Quality
Why Positioning??
Opportunity to influence Based on your competitors info To increase the sales volume Gives your messages some context so they can be better heard and accepted Long term success of a product To increase the brand image
How Positioning??
Defining the market Identifying the attributes
Collecting information
Determine each product's share of mind
product space
Determine the target market's preferred combination
of attributes
Examine the fit between:
Markets covered!!
Lweis Road Saheed Nagar Ashok Nagar Bapujee Nagar Unit-1
Saheed Nagar
Lewis Road
Sl. No.
Shampoo
Quantity
Margin of 1st
Sl. No.
Shampoo
Quantity
Margin of 1st
1st
2nd
3rd
1st
2nd
3rd
HnS
All Clear
Panteen
7%-8%
HnS
7%-8%
HnS
All Clear
Panteen
7%-8%
HnS
7%-8%
HnS
All Clear
Panteen
7%-8%
HnS
7%-8%
HnS
Panteen
All Clear
7%-8%
HnS
7%-8%
HnS
All Clear
Panteen
7%-8%
HnS
7%-8%
HnS
All Clear
Panteen
7%-8%
HnS
7%-8%
HnS
Panteen
All Clear
7%-8%
HnS
7%-8%
HnS
All Clear
Panteen
7%-8%
HnS
7%-8%
HnS
Panteen
All Clear
7%-8%
All Clear
HnS
Panteen
6%-7%
10
HnS
All Clear
Panteen
7%-8%
10
HnS
7%-8%
Unit-1
BapujeeNagar
Sl. No.
Shampoo
Quantity
Margin of 1st
Sl. No.
Shampoo
Quantity
Margin of 1st
1st
2nd
3rd
1st
2nd
3rd
HnS
All Clear
Panteen
7%-8%
HnS
7%-8%
HnS
All Clear
Panteen
7%-8%
HnS
7%-8%
HnS
Panteen
All Clear
7%-8%
HnS
7%-8%
HnS
All Clear
Panteen
7%-8%
HnS
7%-8%
HnS
All Clear
Panteen
7%-8%
HnS
7%-8%
HnS
All Clear
Panteen
7%-8%
HnS
7%-8%
HnS
Panteen
All Clear
7%-8%
HnS
7%-8%
HnS
All Clear
Panteen
7%-8%
HnS
7%-8%
HnS
All Clear
Panteen
7%-8%
HnS
7%-8%
10
HnS
All Clear
Panteen
7%-8%
10
HnS
7%-8%
Ashok Nagar
Sl. No.
Shampoo
Quantity
Margin of 1st
1st
2nd
3rd
HnS
All Clear
Panteen
8%-9%
HnS
All Clear
Panteen
8%-9%
HnS
Panteen
All Clear
8%-9%
HnS
All Clear
Panteen
8%-9%
HnS
All Clear
Panteen
8%-9%
HnS
All Clear
Panteen
8%-9%
Saheed Nagar
Lewis Road
Unit 1
Bapujee Nagar
Ashok Nagar
SWOT for
Strenghts:
International Company P & G support Product quality Brand name Variation in units size
Weekness:
Competetion with All Clear Less creative campaign Popularity in rural areas
SWOT for
Oppertunities:
In new developing areas of India Brand loyality Increase in consumption due to awareness. Investment on research of shampoo
Threat:
High Competetion Uncertain economic condition New entrants Other options available
Weekness:
Competetion with H n S an P & G product Brand name Popularity in urban areas Customer loyalty
Threat:
High Competetion Uncertain economic condition New entrants Other options available
http://www.equitymaster.com/research-it/sectorinfo/consprds/consprds-products.html http://www.ghallabhansali.com/admin/file/FMCG.pdf Power point presentation on brand positioning from slideshare.com Article Source: http://EzineArticles.com/293970 Wikipedia Retail shops in 5 areas of Bhubaneswar.