chandrika soap

Introduction

Founded in 1940 in Kerala by SV Group. Founder was Sri Kesavan Vaidyar. In 2004 Wipro Consumer Care Limited bought the brand Exported to countries like USA, UK, Italy, France Germany, etc

Marketing Environment
Internal

Macro

Micro

Internal Environment Ms
Men
Material-vegetable oils, sandal wood Money - Rs. 13 for 100gm. Markets- new markets Tamilnadu and Andhrapradesh Mind-its handover from SV group to Wipro

Micro Environment 6 Cs
ComponentsCorporate- FMCG Industry Channel- Kirana store Communication-was targeted at a mothers anxiety about her daughters skin

Customer-targeted customers, spas,hotels,retailers

Competition-margo,medimix,mysore sandal soap, santoor.

Macro Environment PESTND

PoliticalEconomic-Affect exports

Socio-cultural-

Technological

Natural- raw material availability

Demographic Age profile

Porters
New Entrants: Himalaya,

5 Force analysis

Suppliers: Sandalwood, herbs, Essential oils, etc.

Competitive rivalryMedimix, Jeeva, Margo, Ayur, Santoor, etc.

Buyers: Retails, spas, hotels, targeted customers

Substitutes: Chandan, Neem, Aloe vera,

BCG Matrix
Name of products Follower /Leaders Relative Market share Market growth

Santoor Chandrika Wipro baby soft Shikakai

F F F F

0.9 0.5 0.8 0.2

6 5 4 -2

BCG MATRIX (WIPRO SOAPS)

BCG Matrix
Santoor

M A R K E T G R O W T H

Chandrika

Wipro baby soft Cash cow

shikakai

Relative market share

Marketing mix(4 ps)

Product

Price

Promotion

Place

Product

Soaps Hand wash

Face wash

Pricing matrix
Premium High High value Penetration

Chandrika sandalwood

Santoor white

Q U A I T Y

Overcharging

Value

Low value

Medium

Santoor handwash

Chandrika forever Chandrika original

Chandrika glycerin Santoor glycerin Santoor face-wash

Economy

Rip off Low

False economy

Wipro shikakai

High

Medium

Low

PrIce

Place

Chandrika
Distributors

Stockist Retailers
Traditional Retailers Kirana Stores/ Van operators Modern Retailers Supermarket/ Hypermarket

Reach

Coverage

Width

Depth

1.6 million

5,121

0.3unit

Promotion
Sales Promotion

Personal selling

Advertising

Sponsorship Trade fair expo

Sales Promotion
Display of hangings

Offers

product packs

Small pouches

Personal selling

In 1940 Sri Kesavan Vaidyar, travelled on foot and by bus, so that he could sell his product to the shops , retailers and whole sellers.

Advertising
Type of ADSemotional

Media- Electronic, Outdoor

Sponsorship

Events
Rock fest event Chandrika popular rally

Trade fair expo

Chandrika won a Merit Certificate in a All- India Industrial Exhibition. Since then chandrika soap has participated in many exhibition