Consumer's Product Limited(Case Study)

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Case study -Dazzle Washing Powder

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Consumer's Product Limited(Case Study)

  1. 1. Consumer Products Limited Case study
  2. 2. Agenda• Company profile.• Profit analysis of washing product group(WPG).• Dazzle• Product life cycle• Summary• Spark• Impact of Spark• Objectives• Alternatives.• thankyou
  3. 3. Company Profile• Public limited company set up in 1940.• Authorized Capital-10 Crores• Product: FMCG, Washing Products – Washing Powder. – Washing Soap.• Company’s main product- Dazzle(Accounted for 1/3 of the profits).
  4. 4. Exibit -1 Sales 10% 20% 70% Rs 500
  5. 5. Profit Analysis of WPG.• Maximum percentage of sales for the company, in case of Washing Product Group(WPG).• Profitability of WPG is higher-a profitable division for CPL.
  6. 6. Soaps• Own by SSI unit.• Localized area supply.• Contributed ¾ th i.e. 75 % to WPG.
  7. 7. Dazzle• Contributed 1/3 of the profits WPG, i.e. 26.7%• Contribute 12% of turnover.• Position of dazzle in BCG Matrix. – Star position.(Huge growth & share).
  8. 8. Product Life CyclesSales For Washing powder Time
  9. 9. Summary• WPG: important for CPL.• Dazzle:12% of turnover=26% profit of CPL• Washing powder: Urban Product & bottlenecks in distribution• PLC: early maturity for washing powder
  10. 10. Spark• Introduced a 700gm pack same price of dazzle.• Coupon system.• 6 coupon = one bucket (promotional strategy).
  11. 11. Impact of sales promotion by spark Loss 15% 30% 29% -----
  12. 12. Objective of Dazzle• Get back the customers (15% of 26.7%).• Increase sales.• Get back customers from Bright & White also.
  13. 13. Alternatives• Match sales promotion.• Price cutting.• Increase prices.• Expand distribution.• Low price brand.• Theme advertisement.
  14. 14. Thank You

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