MBA 2013-15 BATCH TRIMESTER 6

PBM PROJECT PART 2

COMPETITOR ANALYSIS
Students to divide themselves into groups of 4 each
Each student group to select a product from different sectors ex. FMCG,
Consumer durables, Services, B2B, Online Retail, etc.
For each product selected, the student group is required to conduct a
Competitor Analysis. The analysis to be in the following format.
Report Format:

Product
-Quality
-Value Chain
-Benefits

Competitor-1
RIN (HUL)
-Rin was the
face of
detergent bars
in India. For
nearly twenty
years it reigned
the market, with
a 40% market
share. With
superlative
performance Rin
was
synonymous
with whiteness.
-Distribution base
model
-Primarily a
whiteness
brand, it
promises
recognisably
whiter and
brighter
clothes than
any other
fabric wash
product. Rins
dazzling
whiteness

Competitor-2
TIDE (P&G)
-Outstanding
Whiteness on
white clothes &
excellent cleaning
on coloured clothes
as well. Tides
Fabric Whitening
Agents clean
clothes without
bleaching or
removing colour
from a garment.
Packed with the
benefits of lemon
and sandalwood, it
provides great
cleaning while
keeping the hands
soft.

Competitor-3
GHARI (RSPL)
- Ghari is a low
quality detergent.
It is a market leader
in the tier-3 & tier-4
segment of
detergent market in
India.

- Resistance
against moth and
shrinkage, no toxic
chemicals present
and it leaves a
pleasant fragrance
in clothes. It is
thoroughly
inspected before
dispatching to the
customers'
premises.

makes others
notice and
admire you.
Target
Segment
-Who
-Where
-When
-Why

Place
-Distribution
Method
-Distribution
Coverage

-It targeted the

Middle Income
group.
-Rural Areas
- Was launched in
a bar form in a
test market in
1969 and
extended
nationally in
1970.
-It was launched
as the first
detergent bar at
a time and in a
scenario where
there were
stringent rules
imposed on the
organised sector
manufacturing
laundry soaps. It
was also
realised at that
time that
powders would
never
completely
replace laundry
soaps. To keep
clothes look
white like new

-The rural
customers, middle
class and lowermiddle class
customers.
-The housewives in
small towns and
villages.
-Ghari Detergent
powder is
manufactured by
Rohit Surfactants
Private Limited
(RSPL).The deterge
nt brand was
founded in 1987.
-

-Tide being a
consumer product
is always available
at both retail stores
and wholesalers
stores.

-It focused on
developing an
intense distribution
network to reach
the customers
effectively, which is

Distribution
channels such as
kirana stores, big
retail outlets,
convenience stores
are used. Sachets
and bars are even
available at local
paan shops for
rural people.

Promotion
- Total
Spent(Rs.)
- Methods

-Tide exhausts
benefits of both
the print and
electronic media
along with various
campaigns.
Tide uses a variety
of methods to
reach out to its
target audiences.
They use television
and public
hoardings to inform
its customers.

evident from the

fact that out of
3000 dealers in
India, 900 dealers
are in UP and 25 of
them are in Kanpur
alone. It has almost
50% of its 21
manufacturing
units in UP.
Ghari has spread
its distribution
network to more
states now and
directly reaches
rural markets,
which is its biggest
audience.
-Ghari spends
under 2% of sales
on Advertisements
and Promotions
which helps it
sustain its low
margin, highvolume strategy.
- Ghari has been
very innovative in
reaching the
customers. With
only 35 crores
allotted for
marketing and
promotional
activities, it has
used trains for
initial campaigns to
promote the
product.
Promotions are
done through
roadside shows,

magic shows and

exhibitions in
smaller towns and
cities.

Advertising
Strategy/cop
y

-It has often

featured the
progressive
Indian woman in
control of her life
and destiny. The
Rin woman
manages all
fronts efficiently,
be it her home or
her profession.
-TV Commercials
-

-Media
-Timing
-Total Spent
(Rs.)

-It uses Information

Technology to
derive benefits of
many new
advertising
opportunities and
is engaging
Consumers to its
site which is
regularly
monitored and
updated. The
product variations
are neatly
classified, ensuring
easy navigability.
-TV and radio
advertising are
important channels
to promote.
-

Price
-Retail
-To trade

-The product was

priced at Rs. 42
for a one kg pack.
Rs. 80 for a 2 kg
pack, Rs. 20 for
500 grams, Rs.
10 for the 250
gram pack and
Rs. 1 for the 25
gram sachet.
-

-90gm bar rs5

180 gm bar rs10
200 gm bar rs.20
500 gm bar rs.43
1kg rs.85
2kg rs.165
3.5kg rs.260
for rural market
(20 gm
sachets)
rs

-Ghari is for
common man and
usually it targets
household wives.
To live in that spirit
the brand has
avoided using any
celebrity to
endorse it. All
advertisements are
centered on the
tagline Pehle
istemaal karein
fir vishwaas
karein which
encourages trial
and prompts repeat
purchases.
- About 30
company-owned
vehicles a re used
for out-of-home
advertising.
- Ghari followed a
low price strategy
and targeting
customers at the
bottom of the
market.

Duration: 1 week
Marks: 10
For examples and other details refer to the text book, Product
Management Donald R. Lehmann, Russell S. Winer