1IDE MARKE1IAC S1RA1ECY

Ashish AgarwaI
MHRM assignment
C.09.02
RoII No. 1
Ty. B.com A
Introduction
ln 2001 rocLer Camble lndla launched
1lde deLergenL
CompacL ueLergenL
1he Lnzyme 1echnology
SmarL Lyes 1|de |age aadha de safed| [yaada"
Superlor cleanlng ln a cholce of fragrances
1he umbrella Cf C
1|de IkCN1CMA1L
1|de IkLSn CLLAN
1|de SkING CLLAN
1|de UL1kAMA1IC
1IDL
Segmentat|on of Detergent market |n
Ind|a
Segmentation Of
Detergent
Powder Market
Premium
Ariel Ultramatic S
Spring clean Surf -
Automatic & Quick
wash,
Mid - priced
Surf Excel Blue, Tide,
Stain Champion
Mass Market
Wheel , Fena,
Nirma,Ghadi etc.
SWC1 Ana|ys|s
Strengths
A product of G wor|d |eader |n
detergent segment
Lp|tom|ze sta|n remova| even the toughest
sta|n |n 1
st
wash
|oneered the use of enzyme tech
1
st
to |ntroduce d|fferent fragrances |n
detergent
Weakness
oor promot|ona| act|v|ty
Interm|ttent ava||ab|||ty
Improper pr|c|ng strategy
No advert|sement reca|| va|ue
Cpportun|ty
S700 crore detergent market
A b|g untapped rura| market
nas the potent|a| to become the market
|eader
1hreats
Lx|st|ng p|ayers
Spur|ous]counterfe|t products |n rura|
areas
Aggress|ve pr|ce compet|t|on
rand Impr|nt
Ma|nta|n|ng 1echno|og|ca| Super|or|ty
1arget|ng n|che market
CSk In|t|at|ves
Why 1IDL When 1here |s 1|de??????
$:stainabIe Competitive Advantage
,arkeL share
13
38
23
2
18
PSC
HUL
Nirma
Henkel SP!C
Other
$o:rce: Indian $oaps and ToiIet Man:1act:rer Association
eople's vlews
Surveyed hundred people ln dlfferenL
locaLlons
Common observaLlons were
oor brand recall value
no promoLlonal glfLs
unaLLracLlve packaglng
unavallablllLy
new lace of 1lde
1|de SILk speclally for sllk and dellcaLe
cloLhes
1|de SMAk1 for woolen cloLhes and blazers
1|de INS1AN1 for removlng sLaln lmmedlaLely
1|de Ak dlssoluLlon bar speclally for washlng
machlnes
ecommendaLlons
W 8eLLer punch llne so LhaL lL has good brand recall
value llke
1ide kl unuL4lulLO kO P445 L4Yl
W ssoclaLlon wlLh popular people
W lmplemenLaLlon of lour s
W S1u
W ,alnLalnlng sLrong supply chaln besldes provldlng
beLLer lncenLlves Lo Lhe dlsLrlbuLors
W romoLlonal offers
THANK YOU