SALES DATA of Sehra

(Exhibit 1)
( Rs in 000

Units)
500
450

450

400
400

400

Initial increase in the sales

is due to introductory
discount period offer, where
many schemes were given
to consumers.

475
450
410
380

350
350
320
300

300

340
280

250

300

310

260

255

25294

25324

200
150
100
50
0
25112

25143

25173

25204

25235

Hyderabad

25263

Indore

Market Share By Retail Shop Audit

Sehra vs. Jaimala (Exhibit 2)
18

16
15.35

15

14.4

14

13.8

12
10

10.55
9.65
8.15

8
6.4
6

5.85

5.25

4
2
0
October

December

Febuary
Sehra

Jaimala

April

June

Month by Month Analysis of % of

households buying Sehra and Jaimala
( Exhibit 4)
20
18
16.6
16

18.16
16.6

8
7.78

16.74

14

13.4

12

13.36
12.48

6.11
6

5.68

10
9.96

4.97
4.35

4.52
3.98

2
0
Oct+Nov

8.12

0
Oct+Nov
Dec+ Jan

Sehra

Feb+Mar

Jaimala

I.C. A- Income above 10,000

Dec+ Jan

Feb+Mar

Apr+May

Apr+May

Sehra

Jaimala

I.C. B- Income between 5,000 and

10,000

Market Share as measured on consumer panel, by

value
(Exhibit 5)
5

8
7.5
7
6

4.5
4
5.76

4.99

4.89

3.5
3.15
3

2.94

2.5

4
3

2.86

3.11

2
1.71

1.5
1.29
1

0.5

2.54

0
Oct+Nov

4.41

Dec+ Jan

Sehra

FOR HYDERABAD

Feb+Mar

Jaimala

Apr+May

0
Oct+Nov

1.82
1.34

Dec+ Jan

Sehra

FOR INDORE

Feb+Mar

Jaimala

1.98
1.55

Apr+May

Decisions taken at critical stages of

Product Development

Concept development and testing:

Concept taken- A toilet soap in the high price sector that contain jasmine
fragrance and made from pure vegetable oils
Testing was done with the approach of standard test markets

Product development:
Task was given to R & D to develop two different jasmine perfumes, with better
impact than perfume of competitive brand.

Market testing:
Test the product in markets which are responsive, like Indore as well as in
markets which are not responsive to this product, like Hyderabad.
Team decided to run the test for a period of 9-12 months.

Commercialization:
The company will go for commercialization, only after the test results .
Extension of product nationally was based on performance in test market.
Sales of the companys existing brand was used as benchmark to evaluate the performance of
new product.

Launch of the Product

Product should be launched nationally but with some considerations:

Focus more on income group A and that too more on non responsive states,
as they can make the overall strategy in loss.

Target Jaimala customers in responsive state like Indore,as Sehra is not able
to gain share from Jaimala