Scribd Logo
Upload

Welcome to Scribd!

  • 37 views

    Case Analysis Household Products (India) LTD.: Made By: Deepanshu Sachdeva 10PGDM075

    Uploaded by

    ParvezshAhamed
    1. Household Products (India) Ltd introduced a new toilet soap called SERA to take advantage of opportunities in the high-price soap sector. SERA contains jasmine perfume and is made from pure vegetable oils to appeal to customers' preferences. 2. The company tested SERA in markets like Hyderabad and Indore to evaluate performance over 9-12 months before a national launch. Test results from sales data, retail shop audits, and consumer surveys were analyzed. 3. Analysis of market share gains showed SERA performed better in Indore than Hyderabad. Further launches should focus on high-income areas and target customers of competing brands, especially in responsive markets like Indore.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd

    Case Analysis Household Products (India) LTD.: Made By: Deepanshu Sachdeva 10PGDM075

    Uploaded by

    ParvezshAhamed
    37 views11 pages
    1. Household Products (India) Ltd introduced a new toilet soap called SERA to take advantage of opportunities in the high-price soap sector. SERA contains jasmine perfume and is made from pure vegetable oils to appeal to customers' preferences. 2. The company tested SERA in markets like Hyderabad and Indore to evaluate performance over 9-12 months before a national launch. Test results from sales data, retail shop audits, and consumer surveys were analyzed. 3. Analysis of market share gains showed SERA performed better in Indore than Hyderabad. Further launches should focus on high-income areas and target customers of competing brands, especially in responsive markets like Indore.

    Original Description:

    Household Inc Case solution

    Original Title

    Marketing2-Case1

    Copyright

    © © All Rights Reserved

    Available Formats

    PPTX, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    1. Household Products (India) Ltd introduced a new toilet soap called SERA to take advantage of opportunities in the high-price soap sector. SERA contains jasmine perfume and is made from pure vegetable oils to appeal to customers' preferences. 2. The company tested SERA in markets like Hyderabad and Indore to evaluate performance over 9-12 months before a national launch. Test results from sales data, retail shop audits, and consumer surveys were analyzed. 3. Analysis of market share gains showed SERA performed better in Indore than Hyderabad. Further launches should focus on high-income areas and target customers of competing brands, especially in responsive markets like Indore.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    37 views11 pages

    Case Analysis Household Products (India) LTD.: Made By: Deepanshu Sachdeva 10PGDM075

    Uploaded by

    ParvezshAhamed
    1. Household Products (India) Ltd introduced a new toilet soap called SERA to take advantage of opportunities in the high-price soap sector. SERA contains jasmine perfume and is made from pure vegetable oils to appeal to customers' preferences. 2. The company tested SERA in markets like Hyderabad and Indore to evaluate performance over 9-12 months before a national launch. Test results from sales data, retail shop audits, and consumer surveys were analyzed. 3. Analysis of market share gains showed SERA performed better in Indore than Hyderabad. Further launches should focus on high-income areas and target customers of competing brands, especially in responsive markets like Indore.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    You are on page 1of 11

    CASE ANALYSIS

    HOUSEHOLD PRODUCTS
    (INDIA) LTD.
    Made By:
    Deepanshu
    Sachdeva
    10PGDM075

    In Company Analysis
    Reasons for new product- SERA, the
    companys new toilet soap.
    Internal force: higher profit margin and
    growth of the company
    External force: low price sector profits on
    decline , due to fierce competition;
    jasmine perfume soap of competitive
    brand, achieved 10% share of high price
    sector in 2 years.
    The new brand of soap is an addition to
    existing product line.

    Market Focus
    Product is a substitute for customers
    who need features of jasmine
    perfume, an existing need.
    In addition, the focus is on
    widespread vegetarianism and
    religious feeling among customers,
    latent need is considered.
    So, pure vegetable oil was introduced
    in place of animal fat in soap.

    Economic value for customers of this


    product is 50 paisa more than
    competing product but the customer
    here, will get an added advantage of
    using a soap made of vegetable oil.

    Product Launch Plan


    Product test was conducted and test
    market plans were developed.
    Three plans were introduced:
    1. Internal sources like sales data were
    used.
    2. Audit of a sample of retail shops like
    information about purchases, sales
    of this product and other brands of
    toilet soap.
    3. Survey among consumers by

    SALES DATA of Sehra

    (Exhibit 1)
    ( S in 000 Units)

    Initial increase in the sales


    500
    is due to introductory
    450
    discount period offer, where
    many schemes were given
    400
    to consumers.
    350
    300
    250
    Hyderabad
    200
    Indore
    150
    100
    50
    0
    25112 25143 25173 25204 25235 25263 25294 25324

    Market Share By Retail Shop Audit


    Sehra vs. Jaimala (Exhibit 2)
    18
    16
    14
    12
    10

    Sehra
    Jaimala

    8
    6
    4
    2
    0
    October

    December

    Febuary

    April

    June

    Month by Month Analysis of % of households


    buying Sehra and Jaimala
    ( Exhibit 4)
    18.16
    16.6

    16.6

    16.74
    13.4

    13.36
    12.48

    Feb+Mar

    Apr+May

    9.96

    Oct+Nov

    Dec+ Jan

    Sehra

    9
    8
    7
    6
    5
    4
    3
    2
    Sehr
    1
    a
    0
    Oct+Nov Dec+ Jan Feb+Mar Apr+May

    Jaimala

    I.C. A- Income above


    10,000

    I.C. B- Income between 5,000


    and 10,000

    Market Share as measured on consumer panel, by


    value
    (Exhibit 5)

    8
    7
    6
    5
    4
    3
    2
    1

    Sehra

    0
    Oct+NovDec+ JanFeb+MarApr+May

    FOR HYDERABAD

    5
    4.5
    4
    3.5
    3
    2.5
    2
    1.5
    1
    Sehr
    0.5
    a
    0
    Oct+Nov Dec+ Jan Feb+Mar Apr+May

    FOR INDORE

    1. Decisions taken at critical stages of product development:


    Concept development and testing:
    Concept taken- A toilet soap in the high price sector that
    contain jasmine fragrance and made from pure vegetable
    oils
    Testing was done with the approach of standard test
    markets
    Product development:
    Task was given to R & D to develop two different jasmine
    perfumes, with better impact than perfume of competitive
    brand.
    Market testing:
    Test the product in markets which are responsive, like
    Indore as well as in markets which are not responsive to
    this product, like Hyderabad.
    Team decided to run the test for a period of 9-12 months.

    Commercialization:
    The company will go for commercialization, only after the
    test results .
    Extension of product nationally was based on
    performance in test market.
    Sales of the companys existing brand was used as
    benchmark to evaluate the performance of new product.
    2. Launch of product nationally:
    product should be launched with some consideration- Focus more on income group A and that too more on
    non responsive states, as they can make the overall
    strategy in loss.
    - Target Jaimala customers in responsive state like Indore,
    as Sehra is not able to gain share from Jaimala.

    You might also like