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