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Bmb Group10 Neevherbalsoap(4)

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  • 1. Neev Herbal Soaps
    A venture for social Development
    CASE ANALYSIS
    XLRI SCHOOL OF BUSINESS AND HUMAN RESOURCE
    PRESENTED BY: ANSHAT SINGHAL B09070||GAURAV SHARMA B09080||
    MEGHA BHATIA B09090 || PAVANI AYSOLA B09100 || SAYAN MAJUMDER B09110 ||
    VIKRAM SINGH RATHORE B09120
  • 2. 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
  • 3. Toilet Soap Market
    • Oldest Fast Moving Consumer Goods (FMCG) industries in India.
    • 4. Highest penetrated category (98% urban and 70% rural)
    • 5. Scores of brands – Attention of India's 1,100 million users.
    • 6. 10% to the total 97,800 crores
    • 7. 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).
    • 8. Herbal soap market – Rs. 660 crores ( in 2007)
  • 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
  • 9. 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
  • 10. Porter’s 5 Forces
  • 11. Porter’s 5 Forces
    Suppliers
    • Soda ash concentrated industry
    • 12. Supply of oils – a constraint
    Moderate
    Substitutes
    • Other Ayurvedic products
    • 13. Household remedies
    High
    Buyers
    • Quality conscious
    • 14. Bargaining leverage
    • 15. Substitutes available High
  • Porter’s 5 Forces
    Barriers to Entry
    • Delicensed Industry
    • 16. Low capital requirements
    Low
    Threat of Rivals
    • Number of established players
    • 17. Both herbal and beauty soaps
    • 18. High penetration
    High
  • 19. Product
  • 20. Price
  • 21. Price
  • 22. Place
  • 23. Promotion
  • 24. SWOT Analysis
  • 25. Recommendations
  • 26. Segmentation
  • 27. Targeting
  • 28. 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.
  • 29. Target Segment Attractiveness
  • 30. Positioning
    Salient attributes
    Values
  • Positioning
    Symbols
    Tagline – Nature’s envy
    Symbol – Butterfly sucking nector
    Competition
    Medimix, Margo, Chandrika
    Other beauty soaps –
    Nature’s Envy
  • 45. Product
    5 varieties
    Features and Benefits:
    • Keeping the benefits same
    • 50. Thrust on the social cause
  • Packaging
    NeemTulsi
    Almond Rose
    Lemon Grass
    Olive Rose
    Freshly Sliced Handmade soaps crafted from the purest Indian Herbs
  • 51. Packaging
    Neev Herbal Soap
    Nature’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.”
  • 52. Price
  • 53. 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
  • 54. Promotion
    Women’s clubs
  • 55. Promotion
    Heritage Hotels
  • 56. Promotion
    Trade exhibits
  • 57. Promotion
    Health Clinics
  • 58. Promotion
    Women’s and health magazines
  • 59. Promotion
    Boutiques
  • 60. Promotion
    Spas
  • 61. Promotion
    During college fests
  • 62. 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
  • 63. Place
    Premium Retail Stores
  • 64. Place
    Selected medicine stores
  • 65. Place
    Handicraft Stores
  • 66. Place
    Premium Hotels
  • 67. Place
    Shops selling alternative products
  • 68. Place
    Trade Fairs
  • 69. Other Recommendations
    Scale up operations
    Thrust on Social Venture
    Testimonials
    Extend to new product lines like face wash, moisturizer
    Corporate Movie
  • 70. Thank You