abhishreshthaa
Abhijeet S
LIRIL SOAP
CHANNEL OF DISTRIBUTION :
1]WHOLESALE DEALERS
2] STOCKIST
3] RETAILERS
TARGET AUDIENCE :
HOUSEHOLD & WORKING WOMEN
STRATEGY :
1] IT BASICALLY CATERS TO A PREMUIM MARKET WHERE CUSTOMERS PREFER A HIGH QUALITY PRODUCT PROVIDING FRESHNESS.
2] ENTISE RETAILERS WITH HIGHER MARGINS (TRADE PULL STRATEGY)
3] PRICE & BRAND VARIANTS (TO SUIT CUSTOMERS DIFFERENT NEEDS)
SWOT ANALYSIS
STRENGTHS
1. VERY GOOD ADVERTISMENTS
2. HIGH BRAND AWARENESS.
3. USING LIME TO PROJECT FRESHNESS & ICY COOL MINT FOR PROJECTING COOLING EFFECT ON THE SKIN & CREATING A NEW MARKET POSITION FOR THE SOAP.
4. HIGH BRAND MAKING CAPABILITY OF HLL.
5. GOODWILL OF HLL.
6. GOOD DISTRIBUTION NETWORK OF HLL.
7. GOOD RESEARCH & DEVELOPMENT.
WEAKNESS
1.HIGH COMPETITION.(GODREJ,NIRMA)
2.HIGH PRICE OF THE SOAP
3. LOW MARKET SHARE & LOW MARKET PENETRATION.
4. COMPETITION FROM HLL’S BRANDS ( BREEZE,LUX,LIFEBOUY)
OPPORTUNITIES
1.BIG UNTAPPED MARKET AVAILABLE ESPECIALLY RURAL AREAS.
2.TO ENTISE YOUNGSTERS TO USE THE SOAP FOR FRESHNESS.
3. TO USE THE SOAP AS AN ALTERNATE TO SHAMPOOS.
4. HIGH GROWTH POTENTIAL.
5. EXPORT OPPORTUNITIES.
6.COMPRTITORS DON’T HAVE FINANCIAL CAPABILITY LIKE HLL.
THREATS
1.ESTABLISHED BRANDS LIKE GODREJ & NIRMA PROVIDE STIFF COMPETITION.
2.COMPETITION FORM SUBSTITUTES.
3. INNOVATIONS REQUIRED TO MAINTAIN MARKET LEADER POSITION.
CHANNEL OF DISTRIBUTION :
1]WHOLESALE DEALERS
2] STOCKIST
3] RETAILERS
TARGET AUDIENCE :
HOUSEHOLD & WORKING WOMEN
STRATEGY :
1] IT BASICALLY CATERS TO A PREMUIM MARKET WHERE CUSTOMERS PREFER A HIGH QUALITY PRODUCT PROVIDING FRESHNESS.
2] ENTISE RETAILERS WITH HIGHER MARGINS (TRADE PULL STRATEGY)
3] PRICE & BRAND VARIANTS (TO SUIT CUSTOMERS DIFFERENT NEEDS)
SWOT ANALYSIS
STRENGTHS
1. VERY GOOD ADVERTISMENTS
2. HIGH BRAND AWARENESS.
3. USING LIME TO PROJECT FRESHNESS & ICY COOL MINT FOR PROJECTING COOLING EFFECT ON THE SKIN & CREATING A NEW MARKET POSITION FOR THE SOAP.
4. HIGH BRAND MAKING CAPABILITY OF HLL.
5. GOODWILL OF HLL.
6. GOOD DISTRIBUTION NETWORK OF HLL.
7. GOOD RESEARCH & DEVELOPMENT.
WEAKNESS
1.HIGH COMPETITION.(GODREJ,NIRMA)
2.HIGH PRICE OF THE SOAP
3. LOW MARKET SHARE & LOW MARKET PENETRATION.
4. COMPETITION FROM HLL’S BRANDS ( BREEZE,LUX,LIFEBOUY)
OPPORTUNITIES
1.BIG UNTAPPED MARKET AVAILABLE ESPECIALLY RURAL AREAS.
2.TO ENTISE YOUNGSTERS TO USE THE SOAP FOR FRESHNESS.
3. TO USE THE SOAP AS AN ALTERNATE TO SHAMPOOS.
4. HIGH GROWTH POTENTIAL.
5. EXPORT OPPORTUNITIES.
6.COMPRTITORS DON’T HAVE FINANCIAL CAPABILITY LIKE HLL.
THREATS
1.ESTABLISHED BRANDS LIKE GODREJ & NIRMA PROVIDE STIFF COMPETITION.
2.COMPETITION FORM SUBSTITUTES.
3. INNOVATIONS REQUIRED TO MAINTAIN MARKET LEADER POSITION.