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 />
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 />
Toilet Soap Market<br /><ul><li>Oldest Fast Moving Consumer Goods (FMCG) industries in India.
Highest penetrated category (98% urban and 70% rural)
Scores of brands – Attention of India's 1,100 million users.
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).
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 />
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 />
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 />
NeemTulsi</li></ul>Features and Benefits:<br /><ul><li>Keeping the benefits same
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 />
Packaging<br />Neev Herbal Soap<br />Nature’s Envy<br />"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 />
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 />
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 />