newly launched mosquito repellent saop

1. SITUATION
ANALYSIS

2. PORTER’S FIVE FORCES MODEL
NEW ENTRANTS
Less R&D cost
Less access to distribution
Difficult to differentiate
SUPPLIERS
COMPETITORS
Low bargaining power
1.Dettol
Low impact on inputs of
differentiation
2.Medimix
BUYERS
SUBSTITUTES
High buyer profit
Only few : Odomos, Mortien
High switching cost
Less buyer propensity to
substitute
Very less substitute

3. ECONOMIC, LEGAL AND
ENVIRONMENTAL SITUATION
• Economical growth world wide is in a big recession which
need careful manipulation
• Potentiality of the market is increasing and it is higher
than any other
• The global concern of the Global Warming
issue & other pollution effects concerning
the packaging material

4. CONSUMER BEHAVIOUR SITUATION
• Rural markets are offering immense potential
for market expansions and growth in this soap
• Literacy level, family structure, spatial distribution of household
settlements, social customs and norms etc are unique
• It can be done through SWOT
analysis

5. COMPETITIVE SITUATION
As we have very lesser competitors in the market but
• Toilet soaps are more or less a low involvement product category
• Fragmented nature of market attracts intense competition on
Consumer Insights
HYGIENE
HEALTH
ACTIVE LIFESTYLE

6. DISTRIBUTION SITUATION
Over the years the product has been extended for other disinfection uses and
antiseptics
• The channel will be managed by a well structured sales force, responsible for
achieving sales for the product with at least 50 SKUs
• Reaching at least 250 million rural consumers by different campaigns
• 500+ Suppliers and associates