2. Agenda
• Company profile.
• Profit analysis of washing product group(WPG).
• Dazzle
• Product life cycle
• Summary
• Spark
• Impact of Spark
• Objectives
• Alternatives.
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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).
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. Soaps
• Own by SSI unit.
• Localized area supply.
• Contributed ¾ th i.e. 75 % to WPG.
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).
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. Spark
• Introduced a 700gm pack same price of dazzle.
• Coupon system.
• 6 coupon = one bucket (promotional strategy).