MPD ASSIGNMENT 1

Pricing Strategy of Face Wash

P R E S E N T E D B Y:GROUP 12 SECTION D
K U M A R P R A N AV( 1 6 0 1 0 3 0 7 2 )
L O V E N A R WA R ( )
ASISH INDOLIA()
MEGHNA CHAUHAN()
VA G E E S H A R O R A ( )
VA S U D E V B A N S A L ( )

PRODUCT
Besides the core benefit of Facial cleansing, brands have been adding functionalities to ensure
they can augment their product from the competitor

CONSUMER EXPECTATION & SEGMENTATION

Consumer
Expectation

Target Group

Instant clear

appearance,
soothing and longlasting after effect.
Oil removal, dirt

Gender

Skin-type

VALS

cleansing, Dry cell

removal & Skin
regeneration.
Should meet

Male

Normal

Female

Oily,
Dry,Sensitive

requirement of
different skin types.
Composition of

naturally occurring
materials with
limited chemicals

Ayurvedic and
Natural
Treatment

PRICING ACROSS GG MARKET

PRICING ACROSS GG MARKET

PRICING ACROSS GG MARKET

During our market research across the major markets of GG area like
Ghanta Ghar, Vaishali, Nayi Basti, Old Bus Stand, RDC, kavi Nagar, Gud
mandi, Turab-Nagar and villages like Dohai and Morta we observed that
the retail price for Face Wash across all of them was at MRP

SPREAD OF PRICE
There is difference in
prices for local and
branded products as
the local products dont
have overheads such as
advertising,
branding
and
various
Channel
intermediaries

Normalised Price For 10 ml

25

20

New products are priced

relatively higher than
existing products due to
increment
in
manufacturing cost as a
result
of
additional
ingredients.

15

10

Johnson and johnson-Clean and Clear

Pears

Himalaya Aloevera

Nivea Dark Spot

Multani mitti

PRICE COMPARISON(Statistical)
Normalised Prices for 10ml

Product Name
Johnson and johnson-Clean and Clear
Johnson and Johnson-Morning Energy
Ponds Black Beauty
Ponds White Beauty
Fair and Lovely
Pears
Lakme Clean Up
Dove
Hiamlaya neem
Himalaya Oil Control
Himalaya Aloevera
Garnier Active neem
Garnier Acne Control
Garnier Oil Control
Nivea Men charger
Nivea Dark Spot
Roop Mantra
No marks
Meglow Men
Meglow woman
Multani mitti

Retail Prices
10
11.7
20.8
17.2
10.58
10
19.36
20
10.8
9.9
9.9
18
15.3
15.3
16.2
16.2
6.78
11
12.14
12.14
4.67

Flipkart
6.6
12
18.5
15
12

19
18.9
9
9.33
8.8
8.5
17
17
19
18
5.96

Amazon
9.5
10.9
17.8
11.8
12
15.833
15.2
18.1
8.23
10.9
8.5
9
16.7
15.9
14.3
16.2
9.666666667
16.50
12.14
11.42857143
12

Snapdeal
8.47
10.8
15.8
12.5
11.6
15.83
17.1
18.9
8
10
11

17
16
15.2
18.5
7.22

PRICE COMPARISON(Graphical)

20.8
18.5
17.817.2
15.8
15
12
11.7
10.9
10.8
109.5
8.47
6.6

20
19 19.36
18.9
18.9
18.1
17.1
15.83
15.8315.2

12.5 12
11.8 12
11.6
10.58 10

Retail Prices

19
18
1818.5
17 17 17
16.7
16.2
16 15.916.2 16.2
15.3 15.3
15.2
14.3

11
10.9
10.8
109.9
9.33 9.9
8.8
8.5
8.5
8.23
8

Flipkart

Amazon

16.5

9.67
7.22
6.78
5.96

Snapdeal

11

12.14
12.14
12.14
11.43

12

4.67

HYPOTHESIS
STATEMENT:- Consumer inclination for face wash varies as per income standards as well as
affinity towards natural and Ayurvedic products for different areas in Ghajiabad.
.In affluent areas like kavinagar, Garnier has a higher market share as compared to other competing
products. It also gives higher retailer margin (11.02%) and is costlier than other products (Rs 165/100
ml). Here, Brand Image is the deciding factor for consumer behaviour.
.In other regions where consumers fall in comparatively lesser income groups, value associated with a
brand is the deciding factor for consumer purchasing behaviour. Here, Himalaya herbals( market leader)
is the most sought after product, mainly because of it`s lesser cost (Rs 140/100 ml) and associated herbal
identity. Customers opt for a facewash which has an ayurvedic base and delivers most on expectations
with least cost. Retailer margin for Hiamlaya herbals is 7.52% .

THANK YOU