chandrika soap

Introduction

• Founded in 1940 in Kerala by SV Group.

• Founder was Sri Kesavan Vaidyar.

• In 2004 Wipro Consumer Care Limited bought the brand

• Exported to countries like USA, UK, Italy, France Germany, etc

Marketing Environment

Internal

Macro

Micro

Internal Environment – M’s

Men

Material-vegetable oils, sandal wood

Money - Rs. 13 for 100gm.

Markets- new markets Tamilnadu and Andhrapradesh

Mind-its handover from SV group to Wipro

Micro Environment – 6 C’s

Components-

Corporate- FMCG Industry

Channel- Kirana store

Communication-was targeted at a mothers anxiety about her daughter’s skin

Customer-targeted customers, spas,hotels,retailers

Competition-margo,medimix,mysore sandal soap, santoor.

Macro Environment – PESTNDPolitical-

Economic-Affect exports

Socio-cultural-

Technological

Natural- raw material availability

Demographic –Age profile

Porters’ 5 Force analysis

Competitive rivalry-

Medimix, Jeeva, Margo, Ayur, Santoor,

etc.

Substitutes:Chandan, Neem, Aloe vera,

Suppliers:Sandalwood, herbs,Essential oils, etc.

Buyers:Retails, spas, hotels, targeted customers

New Entrants:Himalaya,

BCG MatrixName of products Follower

/Leaders Relative Market share

Market growth

Santoor F 0.9 6

Chandrika F 0.5 5

Wipro baby soft F 0.8 4

Shikakai F 0.2 -2

Cash cow

Wipro baby soft

Santoor

Chandrika

MARKET

GROWTH

Relative market share

shikakai

BCG MATRIX (WIPRO SOAPS)

BCG Matrix

Marketing mix(4 p’s)

Product Price

PlacePromotion

Product

Soaps

Hand wash

Face wash

Pricing matrix Premium Chandrika sandalwood

High value PenetrationSantoor white

Overcharging Santoor handwash

ValueChandrika forever Chandrika original

Low valueChandrika glycerin Santoor glycerin Santoor face-wash

Rip off False economyWipro shikakai

Economy

QUAITY

P r I c eHigh

High

Medium

Med

ium

Low

Low

Place

Chandrika

Distributors

Stockist

Retailers

Traditional Retailers

Modern Retailers

Supermarket/Hypermarket

Kirana Stores/Van operators

Reach

1.6 million

Coverage

5,121

Width

4

Depth

0.3unit

PromotionSales Promotion

Personal selling

Advertising

Sponsorship

Trade fair expo

Sales Promotion

Display of hangings

product packs

Small pouches

Offers

Personal selling

In 1940 Sri Kesavan Vaidyar, travelled on foot and by bus, so that he could sell his product to the shops , retailers and whole sellers.

Advertising

Type of ADS- emotional

Media- Electronic, Outdoor

Sponsorship

Events

Rock fest event

Chandrika popular rally

Trade fair expo

Chandrika won a Merit Certificate in a All- India Industrial Exhibition.

Since then chandrika soap has participated in many exhibition