Household products

limited

Concept development and testing

A toilet soap in high price segment that contain jasmine fragrance

Made from pure vegetable oil against animal fats

BRAND MAP

Product development

Task given to R&D to develop jasmine fragrance perfume

2 out of 6 developed were finalized based on better impact than competitor

Based on panel survey of 3 panel with women 18-35 years age final product
was finalized

Market testing

Testing the products in market which was responsive like indore and not
responsive like Hyderabad

Run test for the period of 9-12 months

Launch planned with launch conference attended by sales manager,

supervisor and sales man. For the market selected

Display contest in retail shops to achieve high visibility and slides in cinema

Commercialization
Company was late entrant in the market
Company would go nationally based on performance in test market
Targeted traditional customer with high income (above 15000rs per month

Company should go nationally

Market stratergy

1st part

Target customer with income level above Rs 30000

Target jaimala customer in responsive states as company cannot gain market
share
Igh growth should be preference against profit in initial phase

2nd part

Pricing should be kept same

To capture market initiallyintroductory offer should be given

Market stratergy
3rd part
In long term after initial discount company should focus more on advertising

Interpretation from exhibits

After initial offer company was able to push itself better in responsive state
in 2 months 200% more market share than jaimala and gradually it tapered off

Penetration was high in Indore in both income group as compared to

Hyderabad in A income group during last 6 months of testing

Even cumulative penetration shows the same pattern

Sehra gained its market share mostly from low priced offering and was able to
gain share from jaimala in second period

Exhibit 1
Initial increase in the sales
500
is due to introductory
450
discount period offer, where
400
many schemes were given
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)
20
18
16
14
12
10
8
6
4
2
0
Oct+Nov Dec+ Jan Feb+Mar

I.C. A- Income above 10,000

Sehra
Apr+May

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

Sehra
Apr+May

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+Nov Dec+ Jan Feb+Mar Apr+May

FOR HYDERABAD

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

FOR INDORE

Sehra
Apr+May