Chand Soap B Plan

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Chand Herbal Soaps

CHAND HERBAL BODY SOAP 

CHAND Herbal Soap

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Toilet Soap Market

� Oldest Fast Moving Consumer Goods (FMCG)industries in India.

� Highest penetrated category (98% urban and

70% rural)� Scores of brands Attention of India's 1,100

million users.

� Currently this industry is estimated to be 9800

crores annually in terms of sales and 5, 50,000tonnes in terms of volume (As reported by ACNielsen India Retail Store Audit 2009).

� Herbal soap market Rs. 660 crores ( in 2009)

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Product

Pur r al soa s

Com s in fivdiff r nt vari ti s

Do not contain anyc mical or

artificial colors

Maintains moisturcont nt and is non-

armful

Lasts long and isgood valu for

mon y

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Price

Follows costbased pricing

Fixed margin-Rs.3/-

Price for 100gms bar -

Rs.20/-

Price for 75gms bar Rs.

15/-

Pricing isuniform at Rs.

15/-

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Place

s er r er

ls tra e fairs iBa gal re, a

acr

ss S uth I ia

Pre iu retailutlets, ha icraft

ar s, aj rh tels targete

Place e t thr ughregular

e art e talst res

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Promotion

Not much moneyspent on promotions

Mainly melas, wordof mouth and

website

Of late, resorting tomore professional

visual merchandising

in melas

Developed a newwebsite this year

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SWOT Analysis

Strengths

Innovativeproduction

Natural ingredients

Medicinal qualities

Control overproduction anddistribution

Weaknesses

Limited productioncapacity

Opportunities

Limitedcompetition

Can expanddistributionnetwork throughpremium retailers,hotels,etc

Capital from loan,venture capitalistsetc.

Threats

Lack of brand awarenessCompetition from biggerbrands like Medimix

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SegmentationGeographic Segmentation

�

South Indian markets *

Behavioral Segmentation Basis for Purchase

� Skin,health Conscious

� P

rice

*

*Demographic Segmentation Income

� Upper Class

� Upper Middle Class

� Middle Class

� Lower Class

Age� Suitable for all.

Gender� Male

� Female

*

*

*

*

*

*

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Targeting

Upper,Middle Class

and upper

middle class

South India

All

categories of users

Skin,healthConscious

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Target Segment Attractiveness

� Nearly 26 percent of South Indian population is

urban.

� Concentrated demand in the top cities that we are

trying to get a grip on. The top 10 odd citiescontain about 20% of South Indias urban

population as per estimates.

�Bangalore, Mangalore, Chennai , Kocchi,Hyderabad.

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Positioning

Salient attributes

± Fresh skin

± Anti fungal

± Anti microbial

±Moisturizer

± Different shapes

Values

± Natural

± Environment Friendly

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Positioning

Symbols

Tagline Natures envy

Symbol Butterfly sucking nectar

Competition

Medimix, Margo, Chandrika± Herbal

± Established players

± Priced higher

±

Strong regional hold

Other beauty soaps ± Non herbal

± Market leaders

± Lower price

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Product� 5 varieties

- Lemon grass

- Almond Rose

- Olive Rose

- Patchouli

- Neem Tulsi

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Packaging

Neem Tulsi

Lemon Grass

Almond Rose

Olive Rose

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Packaging

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Promotion

� Ladies Clubs

� Spas and beauty products

� Hotels

�

Trade fairs� Promotional activities in colleges

� Videos in you tube

� Tie-up with ayurvedic and health clinics

�

High-end boutiques� Ads in health and sports magazines

� Free samples (25 gms) with these magazines

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Promotion

 Womens clubs

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Promotion

 Heritage Hotels

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Promotion

 Trade exhibits

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Promotion

 Health Clinics

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Promotion

 Womens and health magazines

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Promotion

Boutiques

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Promotion

Spas

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Promotion

 During college fests

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Place

� Premium retail stores

� Medical shops

�Clubs

� Spas and beauty parlours

� Premium hotels

� Temporary stalls during college fests

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Place

 Premium Retail Stores

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Place

 Selected medical stores

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Place

 Premium Hotels

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Place

 Shops selling alternative products

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Place

 Trade Fairs

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Future plans

� Extend to new product lines like face wash,

moisturizer.

�

Introduction of few more varieties of soaps.

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COMING SOON

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THANK YOU