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Marketing Management Case Study Arun Shan S Naresh Malik 11125 11130
Introduction
Western India Cosmetics (WIC), a cosmetic Company whose future is at stake Manufacturing operations carried on at Aurangabad (Maharashtra) Product : Bharat- an ayurvedic soap, Herb - a herbal toothpaste, Wash- a detergent powder, Sparkle and Bonjour, the toilet soap
Excelsior WIC
Excelsior
1000 Crore company Core Business: Liquor
Annual Sales
Annual Sales
BCG Matrix
QUESTION MARKS Herb
Bharat STARS
M ar ke t gr o wt h rat e
?
DOGS
Sparkle
BHARAT
Medium priced Ayurvedic ethnic soap Bread and Butter of WIC No threat of closing down Competitor Chandrika, Mysore Sandal, Santoor
HERB
Occupy niche in highly competitive market Relatively less market share Average sales Second best product Low end Competitors Babool, Promise Market Player - Colgate
SPARKLE
Highly Priced Toilet Soap Low Sales - Positioning didnt work Erratic supply from factory Low Relative Market Share/ Low Growth rate Lack Differentiating Feature High End Competitors Lifebuoy, Lux
BONJOUR
Low Sales - Positioning didnt work Half dead product Not favored by company May face disposal Erratic supply from factory
WASH
Higher sales than toilet soaps Struggling in Low price favored market Low-end Competitors Henco, Shudh Market Player - Nirma
Strategy Formation
Focus on Ayurvedic products Create a natural brand image Intense promotion of Bharat for generating Cash for company Innovative new products must be introduced
Bharat, Herb Market Penetration, Market Development Sparkle Product Development Bonjour and Wash - Divest
Ansoffs Grid
Current Products New Products
Current Market
Market Penetration Product Development Intense promotion of Innovative new products Skin specialized soaps Bharat Advertise for increased Offer services for skin usage(Unisex bath soap) care Introduce loyalty schemes Fabric conditioners, Increase sales force whitener Market Development Diversification activities
New Market
b2b products Backward Sparkle Integration Me too products(Tooth brush) Nail polish, remover, Hand wash(herbal skin safe)
Market Penetration
Advertise the herbal soap as unisex brand Loyalty schemes , sales promotion, free samples Increase sales force activities with the help of Excelsior Advertise the specialty of sparkle Herb - Sachets , free tooth brush, sales promotion Small size soaps, toothpastes at tourist centers, railway stations, bus stands and hospitals helps generate fund though not the market share
Market Development
Selling product at rural markets Take the product where the competitors have low hand (north India) demographic penetration Ayurvedic content - biggest advantage for institutional selling via small parlors, cosmetic shops and hostels Helps to generate funds for aggressive promotion
Product Development
Sparkle can be reformulated (based on TFM) to compete as Bath soap Produce soaps specialized for each skin type. Bring awareness on TFM which major players are not doing Tele-consultancy services for Barath, Herb. Fabric conditioner ,whitener, stain remover synergy with Wash Bring in promising quality in herb to promote it .
Diversification
b2b products like fatty products backward integration Tooth brush Nail polish and remover Herbal Shampoo Hand wash(herbal skin safe), hand sanitizer Products that doesnt demand aggressive advertisement .
Areas Marketing
Excessive competition
Finance
Manufacturing
Established units
Labour issues
Thank You