Post on 15-Feb-2017
MARKET RESEARCHINDIAN PERSONAL HYGIENE MARKET ITC LTD:
BRAND “SAVLON”
AVISHEK GUPTA(PGDM-04)
Enrollment No. 030104052
Under the Guidance of Mr. Anirban Banerjee
(Asst. Manager, ITC ltd.)
COMPANY PROFILE
incorporated on August 24, 1910
TOBACCO HOTELS PAPER BOARD
LIFESTYLE OTHER FMCG (Confectionary,
Food, PCP.)1910 1975 20001979
2002 onwards
Headquarter – Kolkata (W.B)
Chairman – Y C Deveswar.
ABOUT THE PROJECT
Details about health care consumer goods..
Perception of retailers towards health care personal product.
Health care consumer goods market growth & size in chemist channel..
About Pharmaceutical distributors & their workings.
How they are different from general trade channels.
Product profile
BRAND “SAVLON”
SOAP.
ANTISEPTIC LIQUID (ASL).
LIQUID HAND WASH.
RESEARCH METHODOLOGY
MODE OF SURVEY PRIMARY SURVEY.
SECONDARY SURVEY.
SAMPLING METHOD SIMPLE RANDOM SAMPLING
SAMPLE SIZE 100 Retail Chemist Outlet.
80 Consumer's.
11 Pharmaceutical distributors
AREA DURGAPUR & ASANSOL
FINDINGS
PRODUCT DETTOL SAVLON TOTAL
Market Potential(Pcs) 6831 3048 9879
Dettol70%
Savlon30%
Market Share of Antiseptic Soap
ANTISEPTIC SOAP(Fig. on monthly basis)
Product Dettol Savlon Lifebuoy TOTAL
Market Potential(Pcs) 854 210 545 1609
LIQUID HAND WASH
Dettol Savlon Lifebuoy0%
10%
20%
30%
40%
50%
60%
Market Share of Liquid Hand Wash
Mar
ket S
hare
(%)
(Fig. on monthly basis)
PRODUCT DETTOL SAVLON SUTHOL TOTAL
MARKET POTENTIAL(Pcs) 9894 5674 3618 19186
ANTISEPTIC LIQUID
Dettol52%
Savlon30%
Suthol18%
Market share of Antiseptic Liquid
(Fig. on monthly basis)
ABOUT COMPETITOR BRAND
Total Monthly Turnover (35 lakhs)RECKITT BENCKISER
SOAP HAND WASH ASL PRICKLY HEAT OTHERS (40%) (6%) (20%) (10%) (24%) (14 L) (2.10 L) (7 L) (3.5 L) (8.4 L)
Chemist G.T Chemist G.T Chemist G.T Chemist G.T (20%) (80%) (15%) (85%) (75%) (25%) (20%) (80%) (2.8L) (11.2L) (0.315L) (1.785L) (5.25L) (1.75L) (0.7L) (2.8L)
ANALYSIS
MARKET SHARE WORKINGS TURNOVER (monthly) DETTOL(ASL) : 52% 5.25 L__________________________________________________________________
SAVLON(ASL) : 30% 5.25 * 30/52 3.00 L
SAVLON (SOAP) : 30% 1.20 L
SAVLON (H.W) : 13% 0 .07726 L ___________ TOTAL : 4.27 (approx.)
ROI MODEL
________________________________________________________________
Market Credit : 14 days. Distributor Margin : 8%
Dispatching Freq.: 15 days. Discount on bill : 2%
Stock in hand : 7 days. Overhead Exp. : 3%
Total Market Share of Savlon ASL : 3 Lakhs
Investment Calculation Income /ROI Calculation Market credit : 3 *14/30 = 1.4 L Net Income : 3*3% = 0.09
Stock Investment : 3*15/30 = 1.5 L ROI (monthly) : 0.09/3.6 = 2.5%
Stock in hand : 3*7/30 = 0.7 L ROI (Annually) : 2.5 * 12 = 30% Total Investment = 3.6 L
(Fig. on monthly basis)
SWOT ANALYSIS
STRENGTH
Brand of ITC Ltd. Better scent. non-stinging properties. Plastic bottle .
WEAKNESS
Lesser brand recall . Limited penetration - rural segment. Poor advertisement . Drug License - Savlon ASL.
OPPORTUNITY
Huge consumer market. Tie-ups with Medical
Institution. Target market – General Trade.
THREATS
“Dettol” brand. Competitive pricing.
Distribution Mode:
Appointment of Chemist W.D . Appointment of Pharma W.D. Appointment of Super Stockist.
Awareness Programme:
Through ATL & BTL activities. Aware the doctors.
Availability :
Lucrative display at eye level. Shabby & damage products should be replaced.
RECOMENDATION
www.itcportal.com www.thehindubusinessline.com www.slideshare.net Info.shine.com/industry/fmcg/6html.
Bibliography