Bmb Group10 Neevherbalsoap(4)

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Bmb Group10 Neevherbalsoap(4)

  1. 1. Neev Herbal Soaps<br />A venture for social Development<br />CASE ANALYSIS<br />XLRI SCHOOL OF BUSINESS AND HUMAN RESOURCE<br />PRESENTED BY: ANSHAT SINGHAL B09070||GAURAV SHARMA B09080||<br />MEGHA BHATIA B09090 || PAVANI AYSOLA B09100 || SAYAN MAJUMDER B09110 || <br />VIKRAM SINGH RATHORE B09120<br />
  2. 2. Neev Trust – An Initiative<br />NEEV TRUST started by Mr. Anurag Jain and Mrs. Shikha Jain in 2006<br />To empower poor in slums and villages <br />Focus on education, entrepreneurship, community development<br />NEEV SOAPS started in 2007<br /> To provide employment and financial independence<br />Financial sustainability for social activity<br />Registered under KVIC <br />Operates in hut in village in Jamshedpur<br />3 women full time employees<br />
  3. 3. Toilet Soap Market<br /><ul><li>Oldest Fast Moving Consumer Goods (FMCG) industries in India.
  4. 4. Highest penetrated category (98% urban and 70% rural)
  5. 5. Scores of brands – Attention of India's 1,100 million users.
  6. 6. 10% to the total 97,800 crores
  7. 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. 8. Herbal soap market – Rs. 660 crores ( in 2007)</li></li></ul><li>PEST Analysis<br />Political Factors<br />Sops to industry by different states to setup plants<br />Emphasis on promotion of Small scale industry to benefit small scale player<br />Focus on Rural industries and promotion for major trade fairs and events<br />Economic Factors<br />Excise duty reduction from 10 to 8 % in 2009 on soaps<br />Increased spending power of population<br />Lower Palm oil prices on imports, leading to lower cost<br />Higher import duty on caustic soda to offset lower prices and dumping by foreign players<br />
  9. 9. PEST Analysis<br />Social<br />Main target at Hygiene and personal care<br />Indian customer becoming more beauty conscience<br />Increase in awareness and benefits of herbal soaps<br />Increased social importance for Handicraft and Craftsmen<br />Technological<br />Soap classified as Grade 1, 2, 3 on basis of Total Fatty Matter by BIS, <br />Currently using small scale technology with no mechanization<br />
  10. 10. Porter’s 5 Forces<br />
  11. 11. Porter’s 5 Forces<br />Suppliers<br /><ul><li>Soda ash concentrated industry
  12. 12. Supply of oils – a constraint</li></ul> Moderate<br />Substitutes<br /><ul><li>Other Ayurvedic products
  13. 13. Household remedies</li></ul> High<br />Buyers<br /><ul><li>Quality conscious
  14. 14. Bargaining leverage
  15. 15. Substitutes available High</li></li></ul><li>Porter’s 5 Forces<br />Barriers to Entry<br /><ul><li>Delicensed Industry
  16. 16. Low capital requirements</li></ul> Low<br />Threat of Rivals<br /><ul><li>Number of established players
  17. 17. Both herbal and beauty soaps
  18. 18. High penetration</li></ul> High<br />
  19. 19. Product<br />
  20. 20. Price<br />
  21. 21. Price<br />
  22. 22. Place<br />
  23. 23. Promotion<br />
  24. 24. SWOT Analysis<br />
  25. 25. Recommendations<br />
  26. 26. Segmentation<br />
  27. 27. Targeting<br />
  28. 28. Target Segment Attractiveness<br />Nearly 26 percent of Indian population is urban.<br />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. <br />Bangalore, Delhi, Mumbai, Kolkata, Kanpur,Chandigarh.<br />The top hundred cities barely account for 60% of India’s urban population.<br />
  29. 29. Target Segment Attractiveness<br />
  30. 30. Positioning<br />Salient attributes<br /><ul><li>Handmade
  31. 31. Fresh Cut
  32. 32. Fresh skin
  33. 33. Anti fungal
  34. 34. Anti microbial
  35. 35. Moisturizer
  36. 36. Different shapes</li></ul>Values<br /><ul><li>Natural
  37. 37. Exotic
  38. 38. Environment Friendly
  39. 39. Social Venture</li></li></ul><li>Positioning<br />Symbols<br />Tagline – Nature’s envy<br />Symbol – Butterfly sucking nector<br />Competition<br />Medimix, Margo, Chandrika<br /><ul><li>Herbal
  40. 40. Established players
  41. 41. Priced higher
  42. 42. Strong regional hold</li></ul>Other beauty soaps – <br /><ul><li>Non herbal
  43. 43. Market leaders
  44. 44. Lower price</li></ul>Nature’s Envy<br />
  45. 45. Product<br />5 varieties <br /><ul><li>Lemon grass
  46. 46. Almond Rose
  47. 47. Olive Rose
  48. 48. Patchouli
  49. 49. NeemTulsi</li></ul>Features and Benefits:<br /><ul><li>Keeping the benefits same
  50. 50. Thrust on the social cause</li></li></ul><li>Packaging<br />NeemTulsi<br />Almond Rose<br />Lemon Grass<br />Olive Rose<br />Freshly Sliced Handmade soaps crafted from the purest Indian Herbs<br />
  51. 51. Packaging<br />Neev Herbal Soap<br />Nature’s Envy<br />&quot;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.”<br />
  52. 52. Price<br />
  53. 53. Promotion<br />Ladies’ Clubs<br />Spas and beauty products<br />Hotels<br />Trade fairs<br />Promotional activities in woman colleges <br />Videos in you tube<br />Tie-up with ayurvedic and health clinics<br />High-end boutiques<br />Ads in ayurvedic/high-end magazines<br />Free samples (25 gms) with these magazines<br />
  54. 54. Promotion<br />Women’s clubs<br />
  55. 55. Promotion<br />Heritage Hotels<br />
  56. 56. Promotion<br />Trade exhibits<br />
  57. 57. Promotion<br />Health Clinics<br />
  58. 58. Promotion<br />Women’s and health magazines<br />
  59. 59. Promotion<br />Boutiques<br />
  60. 60. Promotion<br />Spas<br />
  61. 61. Promotion<br />During college fests<br />
  62. 62. Place<br />Premium retail stores<br />medicine shop<br />handicraft stores<br />Gift shops<br />Clubs<br />Spas and beauty parlours<br />Premium hotels<br />Temporary stalls during college fests specially in women colleges<br />Either-or kind of shops where alternative products are available<br />
  63. 63. Place<br />Premium Retail Stores<br />
  64. 64. Place<br />Selected medicine stores<br />
  65. 65. Place<br />Handicraft Stores<br />
  66. 66. Place<br />Premium Hotels<br />
  67. 67. Place<br />Shops selling alternative products<br />
  68. 68. Place<br />Trade Fairs<br />
  69. 69. Other Recommendations<br />Scale up operations<br />Thrust on Social Venture<br />Testimonials<br />Extend to new product lines like face wash, moisturizer<br />Corporate Movie<br />
  70. 70. Thank You<br />

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