• The Market

• Vicco
• Vicco products
• All detergent
– Product
– Price and place
– Promotion
• SWOT analysis
• Future plans
THE MARKET AND MAJOR PLAYERS
• The detergent market
of India is valued as
the third largest in the
world at Rs 57 billion

• The major players in

the detergent market
of India are Ariel,
Rin, Surf, Wheel,
Fena, Nirma, Ghadi,
etc.
 ALL is
positioned
with the
mid scale
products
 VICCO
• 1952-Founded by late Shri K.V.Pendharkar,

• 15% of company's total production- overseas market.

• Established strong foothold in almost every developed

country in Asia, Europe, America, Africa and Australia.

• Today, 50 years later, the group stands majestically as a

grand conglomerate of 13 companies.
 VICCO PRODUCTS
 Turmeric Skin Cream
 Vajradanti Paste
 Vajradanti Powder
 Vajradanti SF (Sugar Free)
 Turmeric Multipurpose Cream
 Turmeric Face Wash
 Turmeric Skin cream (Oil Base)
 Turmeric WSO Cream
 Narayani Cream
VICCO PRESENTS ALL DETERGENT
AD
 ALL DETERGENT
• Vicco presents a unique product with the
goodness of a fabric softener at the rate of a
detergent.
• Refreshing fragrance
• Antibacterial detergent
 PRICING AND PLACE
SIZE PRICE
SACHET Rs. 1.50
200 gms Rs. 19
500 gms Rs. 49
1 kg Rs. 99
2 kg Rs. 149
5 kg Rs. 299

The launch of Vicco All would first be in

major cities like Mumbai , Delhi , Bangalore
and Kolkata and the slowly we will penetrate
the rest of India
 PROMOTION
• We are planning to target the middle income
households
• For that we are going to
– Put hoardings
– Advertise in BEST buses and ST(rural) buses also
– Advertise in ladies compartments in trains
– Advertise on bus stops
– Give free samples
PROMOTION
 SWOT ANALYSIS
Strengths
well known brand
Low price
Low advertising cost
Powerful marketing
Availability in various sizes as per convenience

Weakness
Strong competitors
New venture for the brand
Highly substitute-able product
Opportunities
Rural area penetration
Increasing the volume of production
Season and fashion influences
Geographic export
Low cost of sachets targeting mass market

Threats
Detergent price war
Introduction of local products
Economic crisis
Environmental effects
Change in preferences
Political effect
 Future plans
• Ayurvedic All
• All bar
• All detergent booster
• Tie up with a leading washing machine
company
Nitin Singh-134

Himank Gaur-78

Aman Singh-132

Kiran Karamchandani-90

Zainab Khan-95

Hitesha Thakkar-140

Ravi Verma-144