By,
Aparna
Sairam singh











MATCH COMPANY IN INDIA
ABOUT THE COMPANY.
MARKETING MIX
COMPETITORS
MARKET RESEARCH
PROBLEM IDENTIFICA...







First match company was establish in the year
1920.
Large scale production started in the 1970’s.
They also pro...







Specialist in wax coated, book and festive
matches.
Later entered regular matchbox industry.
Four aces, chetak,...






Product: The products are match sticks Book
matches.
1.Wax coated
2. Book matches
3. Festive matches
Place: Domi...






The only competitors are small scale
manufacturers.
Owing to the excise rebates and other
incentives the small se...
8000
7000

6000

units

million

5000
4000

large scale

3000

small scale

2000
1000

0
1972

1973

1974




Although the brand is well known to the
people the sales has declined in 1970 so
research has been conducted.
What f...






The brand awareness of LMC is very high in
consumers as well as in retailers, but the
retailers were actively pus...








61% of the people are aware of the brand but
only 20% were actually using it.
It shows us that the retailers w...








Snowwax was distinctly perceived to be high
price brand.
92% thought Snowax was at 10p , 8% thought
it was at...
350
No: of customers

300
250
200
150
100
50

0
Brand Recall

Brand

Retailer

recognition

push

Price based Did not buy
...






As people are perceiving lightwel matches as
high price we can suggest that to display the
price on match box so ...
As consumers are not concerned about the
brand it is suggestible that
 The retailers margins are to be increased.
 New m...
Lightwel match company
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Lightwel match company

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Lightwel match company

  1. 1. By, Aparna Sairam singh
  2. 2.          MATCH COMPANY IN INDIA ABOUT THE COMPANY. MARKETING MIX COMPETITORS MARKET RESEARCH PROBLEM IDENTIFICATION RETAILERS PERCEPTION OF PEOPLE SUGGESTIONS
  3. 3.     First match company was establish in the year 1920. Large scale production started in the 1970’s. They also produced premium priced ,fancy and special matches. In 1940s Lightwel company started in India.
  4. 4.     Specialist in wax coated, book and festive matches. Later entered regular matchbox industry. Four aces, chetak, snowax are the brands of this company. In 1970, decline in sales is observed.
  5. 5.     Product: The products are match sticks Book matches. 1.Wax coated 2. Book matches 3. Festive matches Place: Dominant position in North Indian markets. Price: The price of the match box was reasonable and affordable. Promotion: Promotion is done in all retail outlets in north India
  6. 6.    The only competitors are small scale manufacturers. Owing to the excise rebates and other incentives the small sector had steadily gained the market. Black bird matches by a small Haryana based firm attracted the urban market.
  7. 7. 8000 7000 6000 units million 5000 4000 large scale 3000 small scale 2000 1000 0 1972 1973 1974
  8. 8.   Although the brand is well known to the people the sales has declined in 1970 so research has been conducted. What factors influence consumers to buy the matches?  By questionnaires.  By focus groups.  By interviews.
  9. 9.    The brand awareness of LMC is very high in consumers as well as in retailers, but the retailers were actively pushing the lower price brands. A major portion of consumers were indifferent to the brand of match box they got. The major problem in the Lightwel match company 1. Retailers 2. Perception of people about price
  10. 10.     61% of the people are aware of the brand but only 20% were actually using it. It shows us that the retailers were not pushing the sale of the brand even when the people were well aware of it. The product occupies more space and less margin so the retailers prefer to keep their stock low. The retailers are the ones who decide which brand to push; hence they keep the stock for those brands which earns them higher margin.
  11. 11.      Snowwax was distinctly perceived to be high price brand. 92% thought Snowax was at 10p , 8% thought it was at 8p. 10% thought chetak was at 9p, 60% thought it was at 8p, 30% thought it was at 7p. 82% thought Black Bird is 7p, 18% thought it was at 8p… 76% thought Four Ace was at 8p and 21% thought it was at 7p.3% thought Four Ace was at 10p. 29% use LW brands.
  12. 12. 350 No: of customers 300 250 200 150 100 50 0 Brand Recall Brand Retailer recognition push Price based Did not buy other
  13. 13.    As people are perceiving lightwel matches as high price we can suggest that to display the price on match box so consumers know the actual price when they see it. Establishing a wholesale market of this company to encourage sales. Decreasing the size of the product as it occupies more space.
  14. 14. As consumers are not concerned about the brand it is suggestible that  The retailers margins are to be increased.  New market entries are restricted (as in Coke & Pepsi)  Should concentrate on supply and distribution of products.  Less match sticks boxes are to be introduced as product orientation.

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