Fresh Feel Market Positioning and Strategies for Solution

1. FRESH FEEL
Group -5
Ankur, Neha
Lydia, Rakshita
Kowshik, Sanmukha Srinivas

2. ANALYSIS OF THE CASE
• This case “Fresh Feels” basically falls into the category of finding Alternative
solution type.
• Indian paper tissue market itself was not organized, let alone the wet tissue market
• Consumption was low at about 15gm per person
• Unorganized Entry Strategy used by Fresh Feels to enter Indian Market
• No proper STP analysis.
• Lesser product width used by Fresh feels.
• No proper planning and strategies as compared to its competitors.

3. STP ANALYSIS

5. ANSOFF’S MATRIX

6. ANALYSIS REVIEW
The growth of skin care segment in India is due to following reasons :-
• Increase in concerns about hygiene and personal grooming
• Discounts also lead to increase in sales in the economic imbalance
• Increase in presence of domestic players
• Chained retailers create opportunities for point- of-sale marketing
• Rising affluence and sophistication to drive future growth

7. ANALYSIS REVIEW
• “The strong Indian middle class of 250mn has purchasing power and living
standards nearly equivalent to the middle class of developed countries. They tend to
use the products based on availability and convenience. The children in these
families are potential customers for all kinds of baby diapers and baby wipes.”

8. ANALYSIS REVIEW
• “The current low penetration of these products has provided a fertile market for new
entrants to India. However, Indian customers are value driven, hence only a product
with a true value will succeed. The high birth rate also ensures are incurring huge
demand for infant-related nonwoven products. Baby wipes is expected to grow
rapidly among the urban population, whereas the general moistened wipes will take
some more time for the concept to be accepted by the Indian population.”

11. SUGGESTIONS
• The product needs rigorous advertising be it in print media and television,
hoardings, pamphlets, leaflets - only then the awareness could be brought about the
brand and the products.

14. THANK YOU