Consumer Behaviour on new product

1. Course: Emba
(Marketing)
Subject: Consumer
Behaviour
Professor: Prof.
Raghuraman
PRE-POST COVID-19
PANDEMIC SCENARIO OF
HAND SANITIZER
Presented by:
Raspreet Kaur Bindra
Nitin Sinha
Sandeep Nichit
Akshay Dudhane

2. CONTENTS
1. Introduction
2. History
3. Market Segmentation
4. Market Growth
5. Price Dynamics
6. Sales Growth
7. Key Players in Indian Hand
Sanitizer Market

3.  Hand sanitizer (also known as hand antiseptic, hand disinfectant, hand rub)
 Used to kill many viruses/bacteria/micro-organisms on the hands
 First hand sanitizer was created by “Goldie” &“Jerry Lippman” in Akron, Ohio in 1946
called “Gojo”
 Develop for rubber plant workers who used harsh chemicals like kerosene & benzene to
remove graphite & carbon black from their hands at the end of their shifts.
 Consist of petroleum jelly, mineral oil and less than 5% alcohol
 In 1988, Gojo introduced Purell Instant Hand Sanitize consists of 70% ethyl alcohol as its
primary ingredient, along with propylene glycol
HISTORY

4.  A year ago, most of us wouldn’t have understood phrases like sanitization, social
distancing , the idea of wearing cloth masks in public or not being able to even go out in
public would have seemed silly
 One of the impacts of the spread of the deadly virus is the sudden shift in the purchasing
behavior of customers
 In India, there is a sudden alarm in the approach of consumers towards self-sanitization
 Mask & Hand Sanitizer were weapons until the launching of vaccine
 Hand-sanitizer was a sleepy product in India before covid-19 pandemic and now you see
every second person asking for this product
 According to report of past 12 months, Hand-Sanitizer keyword was in top search on google
INTRODUCTION:

5. By Based on Product Form
 Gel
 Foam
 Spray
 Wipes
By Based on Product Formulation
 Alcohol Free
 Alcohol
By Distribution Channel
 Online Store
 Departmental Store, Hypermarkets &
Supermarkets
 Pharmacy Store
By End Use
 Individual
 Household
 Restaurants
 Educational Institutions, Schools Etc
 Healthcare Institutions, Hospitals Etc
 Public and Private Organizations and
Others
MARKET SEGMENTATION:

6. PRE-PANDEMIC
 Importance: Consumers preferred hand sanitizers just because they were more
convenient and handier to use when compared to soap and hand wash
 Mode of purchase: Medical and retail stores dominated the sale
 Reason for use: Most of them used only before having food, rarely and due to some
other reason
 Frequency of usage: less than 5 times a day.
 Sanitizers was mostly found in bags of consumers or washrooms.
 Competition: Selective options of hand sanitizers available

7. POST-PANDEMIC
 Importance: Sanitizers is now being treated as a major preventive measure to be
protected from COVID-19
 Mode of purchase: We can see a shift from small retailer and hypermarket before covid-
19 to online and medical stores during covid-19
 Reason for use: Most of them now use sanitizers after contact with each and every
object (before eating, before touching eyes, after shaking hands with someone, after
they touch any object like knob, door, switch, etc, and after coughing, sneezing)
 Frequency of use: Almost every time.
 Sanitizers are now found in every restaurant, mall, office, cabin, right at the entrance of
our homes
 New entrants and local brands now dominate India’s sanitiser market that swelled
more than fourfold after the novel coronavirus outbreak

8.  Protection from COVID-19
 Growing consumer inclination towards health and wellness
 Rising awareness about health and hygiene
 Improvement in living standards
 Rise in health expenditure
FACTORS LEADING TO INCREASING
INCLINATION TOWARDS HAND SANITIZERS:

9. • The first notable increase in hand sanitizer sales occurred during the 2009-10 Swine Flu
outbreak
• Covid-19 outbreak has boosted demand for sanitizers like never before across the diverse
end user segments
• Demand going up 100x
• Earlier India was producing only 10 lakh litres of hand sanitizer per Annum
• India’s hand sanitizer production capacity went up by a staggering 1,000 times to 30 lakh
litres per day
MARKET GROWTH:

10.  50 ML bottle of hand-sanitizer, which is priced
at Rs 60, is being sold by retailers at double the
price.
PRICE DYNAMICS

11.  Sale of Hand-sanitizers skyrocketed by 300% and 470% in February-March 2020
 Sales of hand sanitizers in supermarkets augmented by 561% during the first three weeks
of the pandemic
 The Global Hand Sanitizer Market size was valued at $ 919 million in 2016 to reach $1,755
million by 2023, and is anticipated to grow at a CAGR of 9.9% from 2017 to 2023
 The size of the category touched Rs 43 crore in March from Rs 10 crore a year ago
 In India, the hand sanitizer market is projected to surpass $ 43 million by 2025
SALES GROWTH

12.  Paul Hartmann AG
 ITC Limited
 Reckitt Benckiser Group Plc
 Unilever Plc
 Dabur India Ltd
 Godrej Consumer Products Ltd.
 GOJO Industries, Inc.
 3M Co.
KEY PLAYERS IN INDIAN
HAND SANTIZER MARKET: