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• Facts about companies

• ositioning of the brands

• Competitive forces

• Competitor·s Strategy

• eason of decline

• epositioning and Suggestion

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• Yotal toilet soap market: 45 billion
• By volume: 540,000 tons
•  segments in the market for toilet soap, namely:
Carbolic / Economy segment ² 42%  5000 tons
opular Segment  44%  0000 tons
remium Segment ² 4%  5000 tons
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• Subsidiary of Angloutch nilever àroup
• eals with consumer products and b2b markets
• Annual sales turnover: 06 billion, soaps%
• HLL Soap share: 5% in the market
• enetrated by % to rural India
•
ne among the 25 fastest growing segment in India
• roud owner of a portfolio of 75 brands
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• A tough competitor for the HLL
• Business in consumer products & industrial products
• Yurnover was 20.52 billion, soaps ² 5%
• Introduced other products, that failed to click
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• Yhird important player in the market
• Yurnover  billion, without any successful brand
• eason for slide: Alliance and break up with &à
• arket Share slipped from % to 5%
• Introduced No. soap with different characteristics
• Face Saver : CINYH
L
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• Not seen as competitor to toilet soap market
• Soap and Washing powder dept. failed
• Sanitary and shampoo items were moderate
• ationalizing its brand portfolio
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• Wipro was successful in several brands
• ysore sandals lost  parent organization's tardiness
• Colgate almolive partially successful
• ettol successful as bath soap / antiseptic liquid
• HLL Savlon heads on with dettol
• Henkel brands ² average performance in market
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Companies tried to use this:

ositioning in terms of sales
ositioning in terms of price
ositioning in terms of availability
ositioning in terms of variety, suiting to needs
ositioning in terms of value for money
ositioning in terms of customer benefits / education
ositioning in terms of tradition / culture / situation

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Lifebuoy: Yop brand of soap division of HLL
Largest Selling Soap in India
Easily available (transportation) and affordable
Size was adjustable according to customer needs
Large sales implied large dividends for investors
Lifebuoy: Yop brand in India in 

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NCs not competitors in that area
Small newcomer Nirma gave tough competition
àodrej failed to click due to break up with &à
&à had pricing and positioning related issues

ther competitors had not penetrated into the segment
Had other portfolios in handwash, shampoo
rices were not meant for low income groups

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Yargeted retailer by incentive schemes
Backward Integration rojects
ebt estructuring
Cost Cutting
Low manpower and capital / Low Investment
ecession helped to move to value for money items
 

Exits by others showed exit from market is not tough

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Body Shampoo
Face Wash
Liquid Soap
Hand Wash
remium / opular Body Soaps
Shikakai Soaps

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Income and class: Low Income rural people
iddle class and rich class of cities
Niche market: Yeenagers, Adventurous, Sportsmen

ccupation: Housewives, etty businessmen