Presented By:-

Hitesh Tolani P-13

Tushar Chaudhari P-46
Sandesh Rane P-30
Prashant Vadnere P-24
 Market
Transformation

Market M a rke t
A decade ago A t Pre se n t
 Some New Categories Evolved Over
Last Decade
• DTH Service
• Men’s Fairness Cream
• Water Purifier
• Hi-tech Cell Phones
How the category has evolved?
Why fairness cream for men?
• Survey by Gillete (2004)
– 25% to 30% fairness products of females were
purchased by males.
•
•
•
•
• Men also became conscious about their look.
• Hidden demand.
•
 Some Of Market Players

• Emami – Fair and Handsome

• HUL – Fair & Lovely Menz Active
• Garnier – Lightener Skin For Men
• Nivea – Advanced Whitening for Men
•
Emami-Fair and Handsome

• Launched in 2005.
• Category Creator.
• Unique Tag line-
• Major Player.
HUL-Fair & Lovely Menz Active

• Launched in 2006.
• Broke Monopoly of Emami.
• Brand Extension.
•
Nivea For Men
Garnier PowerLight
• Newly Entered.
• Popular Players.
Market Share Of Players
 Category Billing
Total Sales

Years
Evaluation of Survey
Types of Advertisements

• Celebrity Advertisements
• Print Advertisements
•

•
Celebrity Advertisements
Print advertisement
Sales promotion

• Small Sachet
• Buy Two Get one free
• Premium Quantity
• Fairness Scale
–
 Events

Mr .
Handsome
Contest
Direct Marketing
 Usage by various age groups
Age Groups Usage of fairness cream (%)
12 – 14 13
15 -19 22
20 – 29 35
30 -39 20
40 – 49 7
50 and above 3
“USHA PAANA CHIKITSA”

• Drink six glasses of water(1.5 liters) everyday and

avoid
medicines,tablets,injections,diagnosis,doctor
fees,etc.
•
• Drink six glasses of pure water(1.5 liters)
everyday and avoid
medicines,tablets,injections,diagnosis,doctor
fees,etc.
•
Search for pure water

• Use of alum
•
•

• Boiled water
•
•
• Bottled water
•
•
•
Water purifier
CATEGORY DEVELOPMENT
•

• High income Low income

• group group
•

• Luxurious Consumer Durable

•

• One brand Many

•

•
“PRODUCT FOR ALL”
•
 Types of water purifier
•
•
• RO-based Rs.13000 and above
•
•

•
• UV-based Rs.5000-9000
•
•

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• Resin based Rs.1500 and above
MARKET SHARE - category wise
 MAJOR MARKET PLAYERS
•

•
 Upcoming brands

• Pristin - Zero B
• Kenstar
• Aero
• Videocon water purifier
• Usha Brita
• Jaipan
• Maharaja Whiteline
• Orpat
 RO BASED UV BASED
•

•
Zero to Hero
sales in million
 Role of IMC
• Brand awareness
•

• Brand image

IMC BRAND EQUITY

•

• Brand response
•

• Brand relation
Personal Selling

• I am aqua guard salesperson

M aa.
•
•
•
• maa
Print Advertising
N EW S PA P ER

M A G A Z IN E
Celebrity Advertisement
Hoardings
Audio Visual
 Sales Promotion
• Free product to Doctors
• Demonstration
• Pay back offers
• Free product to rural people
•
•
DIRECT MARKETING

• Online application
for demo
•
• Mailing
•

• Telemarketing
•
Events

• Project ‘SHAKTI’ of Pure it (HUL) in

Andhrapradesh
•
• E TV Marathi program ‘Comedy Express’
•
•
Brand War

This Intelligent water

•

purifier
ensures you get pure