Bmb Group10 Neevherbalsoap(4)
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Transcript of Bmb Group10 Neevherbalsoap(4)
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Neev Herbal Soaps
XLRI SCHOOL OF BUSINESS AND HUMAN RESOURCEPRESENTED BY: ANSHAT SINGHAL B09070||GAURAV SHARMA B09080||
MEGHA BHATIA B09090 || PAVANI AYSOLA B09100 || SAYAN MAJUMDER B09110 || VIKRAM SINGH RATHORE B09120
A venture for social Development
CASE ANALYSIS
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Neev Trust – An Initiative
• NEEV TRUST started by Mr. Anurag Jain and Mrs. Shikha Jain in 2006– To empower poor in slums and villages – Focus on education, entrepreneurship, community
development• NEEV SOAPS started in 2007
– To provide employment and financial independence– Financial sustainability for social activity– Registered under KVIC – Operates in hut in village in Jamshedpur– 3 women full time employees
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Toilet Soap Market• Oldest Fast Moving Consumer Goods (FMCG)
industries in India. • Highest penetrated category (98% urban and 70%
rural) • Scores of brands – Attention of India's 1,100 million
users.• 10% to the total 97,800 crores• Currently this industry is estimated to be 9800 crores
annually in terms of sales and 5, 50,000 tonnes in terms of volume (As reported by AC Nielsen India Retail Store Audit 2008).
• Herbal soap market – Rs. 660 crores ( in 2007)
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PEST Analysis• Political Factors
– Sops to industry by different states to setup plants– Emphasis on promotion of Small scale industry to benefit
small scale player– Focus on Rural industries and promotion for major trade
fairs and events
• Economic Factors– Excise duty reduction from 10 to 8 % in 2009 on soaps– Increased spending power of population– Lower Palm oil prices on imports, leading to lower cost– Higher import duty on caustic soda to offset lower prices
and dumping by foreign players
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PEST Analysis• Social
– Main target at Hygiene and personal care– Indian customer becoming more beauty conscience– Increase in awareness and benefits of herbal soaps– Increased social importance for Handicraft and
Craftsmen
• Technological– Soap classified as Grade 1, 2, 3 on basis of Total Fatty
Matter by BIS, – Currently using small scale technology with no
mechanization
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Porter’s 5 Forces
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Porter’s 5 ForcesSuppliers- Soda ash concentrated industry- Supply of oils – a constraint
ModerateSubstitutes- Other Ayurvedic products- Household remedies
HighBuyers- Quality conscious- Bargaining leverage- Substitutes available
High
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Porter’s 5 ForcesBarriers to Entry- Delicensed Industry- Low capital requirements
Low
Threat of Rivals- Number of established players- Both herbal and beauty soaps- High penetration
High
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ProductHandmade
herbal soaps
Comes in six different varieties
Do not contain any chemical or artificial
colors
Maintains moisture
content and is non-harmful
Lasts long and is good value
for money
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PriceFollows cost
based pricing
Fixed margin- 20% for
individual and 40% for bulk
Price for 75 gms bar - Rs. 20 to
Rs. 40
Price for 100 gms bar – Rs. 30
to Rs. 60
Outside Jamshedpur,
pricing is uniform at Rs. 60
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Price
Soap 75 gms bar 100 gms bar
Lemongrass 20 30
Neem Tulsi 25 35
Olive Rose 35 50
Almond Rose 40 60
Patchouli 40 60
Rose Petals 25 NA
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Place
Made to order as of now
Also trade fairs in Ranchi,
Jamshedpur and metros
Premium retail outlets,
handicraft boards, major
hotels targeted
Placement through regular
departmental stores
unsuccessful
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Promotion
Very limited money spent on
promotions
Mainly melas, word of mouth
and website
Of late, resorting to more
professional visual
merchandising in melas
Developed a new website this year
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SWOT Analysis
Strengths•Innovative production•Natural ingredients•Medicinal qualities•Control over production and distribution
Weaknesses•No standardized procedures•No economies of scale•Limited production capacity•No organizational structure in place•No STP in place
Opportunities•Limited competition•Can leverage the social angle•Can expand distribution network through premium retailers, Khadi Village Udyog, Jharcraft, hotels,etc
•Capital from loan, venture capitalists etc.
ThreatsLack of brand awarenessCompetition from bigger brands like MedimixLimited distribution network
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Recommendations
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SegmentationGeographic Segmentation
• Metros • Tier 1• Tier 2• Tier 3
√√
Behavioral Segmentation
Basis for Purchase• Skin Conscious• Price
√
Demographic Segmentation
Income• Upper Class• Upper Middle Class• Middle Class• Lower Class
Age• Below 15 years• 15 – 45 years• Above 45 years
Gender• Male• Female
√√
√
√
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Targeting
Upper and Upper Middle Class
Metros and Tier 1
Cities
Females Skin Conscious
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Target Segment Attractiveness• Nearly 26 percent of Indian population is urban.• Concentrated demand in the top cities that we are
trying to get a grip on. The top 10 odd cities contain about 20% of India’s urban population as per estimates.
• Bangalore, Delhi, Mumbai, Kolkata, Kanpur,Chandigarh.
• The top hundred cities barely account for 60% of India’s urban population.
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Target Segment Attractiveness
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PositioningSalient attributes
– Handmade– Fresh Cut– Fresh skin– Anti fungal – Anti microbial – Moisturizer– Different shapes
Values – Natural – Exotic– Environment Friendly– Social Venture
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PositioningSymbolsTagline – Nature’s envySymbol – Butterfly sucking nector
CompetitionMedimix, Margo, Chandrika
– Herbal – Established players– Priced higher– Strong regional hold
Other beauty soaps – – Non herbal – Market leaders– Lower price
Nature’s Envy
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Product• 5 varieties
- Lemon grass- Almond Rose- Olive Rose- Patchouli- Neem Tulsi
• Features and Benefits:- Keeping the benefits same - Thrust on the social cause
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Packaging
Freshly Sliced Handmade soaps crafted from the purest Indian Herbs
Neem Tulsi
Lemon Grass
Almond Rose
Olive Rose
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Neev Herbal SoapNature’s Envy"Neev Herbal Handmade Soaps are made
from vegetable oils (coconut, olive and palm oils) and purest essential oils without using any chemicals or artificial colours. Mild and nourishing to the skin they do not rob the skin off its natural oil.”
Packaging
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Price
The revised price can be
followed
Appeals to our target segment
Profit on margin not
volumes
Significant margin for distributors
Can reduce price later
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Promotion• Ladies’ Clubs• Spas and beauty products• Hotels• Trade fairs• Promotional activities in woman colleges • Videos in you tube• Tie-up with ayurvedic and health clinics• High-end boutiques• Ads in ayurvedic/high-end magazines• Free samples (25 gms) with these magazines
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Promotion
Women’s clubs
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Promotion
Heritage Hotels
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Promotion
Trade exhibits
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Promotion
Health Clinics
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Promotion
Women’s and health magazines
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Promotion
Boutiques
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Promotion
Spas
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Promotion
During college fests
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Place• Premium retail stores• medicine shop• handicraft stores• Gift shops• Clubs• Spas and beauty parlours• Premium hotels• Temporary stalls during college fests specially in
women colleges• Either-or kind of shops where alternative products are
available
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Place
Premium Retail Stores
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Place
Selected medicine stores
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Place
Handicraft Stores
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Place
Premium Hotels
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Place
Shops selling alternative products
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Place
Trade Fairs
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Other Recommendations• Scale up operations• Thrust on Social Venture• Testimonials• Extend to new product lines like face wash,
moisturizer• Corporate Movie
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Thank You