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Strategic Brand Management
Strategic Brand Management
Strategic Brand Management
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STRATEGIC BRAND
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MANAGEMENT
SANTOOR
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2/14/2010
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SANTOOR
Santoor is the flagship brand in the Wipro Consumer Care & Lighting
stable and the 3rd largest brand of soap in India in the popular segment of
the category. It is a soap that combines the goodness of natural
ingredients - Sandal, Turmeric and natural Skin Softeners. Santoor,
launched in 1985, was a result of careful targeting of the gap in the
popular soap segment offerings. By running the “mistaken identity” ad
campaign successfully for over two decades, Santoor captured an
important aspect of consumer psychology – attracted to and demanding
new promises, but for consistency when it comes brand image. The brand
has tried to blend traditional skin care therapies of using turmeric and
sandalwood in the Indian households and offered it to the general masses.
Submitted by:
It has carefully taken into account the cultural changes taking place within
the mindset of the Indian woman.
Anubhav Pande (142/45)
Santoor is one the top soap brands in India. At the all-India level, Santoor
Bhavna
continues to be the third largestGaule (157/45)
soap brand with a 7.5% value market
share in the first quarter of fiscal 2009-10. Santoor is now the number
one soap brand in SouthDeepika RajShare
India (Market (172/45)
of 15.1% by value). Santoor
notched up a market share of 15.1% (value terms) in South India in the
Pewekar
first quarter, according Rohanresearch
to market Subhash (262/45)
agency AC Nielsen’s figures.
This was achieved on the back of a strong distribution network and
communication in ruralShikha Tomar
areas. The theme(335/45)
of ‘ageless skin’, captured first
in a TV advertisement 20 years back, has remained constant over the
years. And the company intends to keep it that way as long as it’s
bringing the right results.
The main competitors of Santoor are: Lifebouy and Lux which are the top
2 soap brands, All-India wise. However, Santoor also competes with
various other soap brands which fall into the category of natural soaps,
such as Margo, Hamam, Medimix, Mysore Sandal, Rexona etc. The various
other competitors which have emerged recently are soap brands targeted
at the low-end customer segment, such as Godrej No.1, Breeze, Nima
Rose etc.
SWOT Analysis of Brand Santoor
Santoor targets women in the age group of 25- 35. The brand targets
married women who generally shop for household goods like soap for the
whole family. Though the brand has kept its communication message as
the same over the years, it has evolved the style. The protagonists in the
advertisements have constantly evolved from a shy, demure housewife to
a confident and outgoing working woman. She is a woman who is shown
to be a successful woman and a good mother which resonates with the
upcoming trends of increase in working women in India. It also captures
the aspirations of many other women in India who might not be working
but handle their house and children well and want recognition and
appreciation for the same.
Today, there are various demographic changes taking place in the Indian
market. Consumers are becoming information savvy and more
demanding. There is a rise in per capita incomes and per capita
consumption. There is a rise in nuclear families, especially in urban areas.
Women are gaining more power in the household and working out of
home. All these changes call for constant evolution of brands so as to
keep up with the changing consumer preferences.
2. Innovation in products
The brand needs to constantly innovate its product and extend into
various other related categories. Santoor has already started on this path
by introducing various variants of Santoor and different types of SKUs to
suit the usage pattern of different types of consumers. Santoor recently
launched Santoor White with two variants along with a small SKU priced at
only Rs. 5 to compete with Lux white. Santoor is also entering into new
product categories such as deodorant, handwash, bodywash and talc. The
company also needs to keep on reinventing the packaging, design, color
etc. to keep the brand new, fresh and active.