Lead Generation – Trade Response of Superia Soaps and Shampoos offer in the Swd Channel
TRADE RESPONSE OF SUPERIA SOAPS AND SHAMPOOS OFFER IN THE SWD CHANNEL
100 Inspiring Years
SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS
OF THE DEGREE OF POST GRADUATE DIPLOMA IN MANAGEMENT
CHANDRAGUPT INSTITUTE OF MANAGEMENT
PATNA
AYUSH KUMAR
ROLL NO. – 08
PGDM [2010-2012]
12- JUNE-2011
CHANDRAGUPT INSTITUTE OF MANAGEMENT PATNA
EXECUTIVE SUMMARY
Since its launch in 2007, Superia as a brand has been though a lots of ups and downs. Though the product can be considered relatively very new in comparison to some of its competitors in the popular or economy segment, which have been in existence for more than two decades like nima sandal; Superia has been able to create its own brand image in the market and among the consumers. In this short span of time it has gained considerable amount of market share in its category. For example it has about 10% market share in the economy category in the Patna region. This success can be attributed to the robust distribution channel which ITC has established painstakingly over the years. The product can be considered in its growth phase and has very good potential to gain larger market share
The soaps and shampoos belong to the category of personal care products which is one of the important wings of the US $ 13.1 billion Indian FMCG industry. ITC today stands as the second largest FMCG Company after HUL in India mainly owing to its leadership in the cigarette industry. The personal care product segment has cut throat competition with several well established brands and many more “me-too” brands. Thus its very tough to survive and grow in this market. The increase of disposable income and increase in awareness among consumers has provided immense opportunity for the players in this industry. The per capita usage of soaps and shampoos has increased considerably over the past few years but is still low if we compare it to some of the countries of the developed world, thus it goes on to show that there is still lot of opportunity.
Now, we all know that sales and distribution plays one of the most vital roles in marketing of any product and thus companies today spend lakhs of rupees for maintaining and growing their distribution channel. Each company strives hard to innovate and device its own system to obtain highest efficiency and to exploit the market to the best