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A major hygiene products manufacturer enjoys more than 50% market share in India
Background
A leading Japanese manufacturer of hygiene products was planning to enter Indian market but the competition was stiff as already global players had nearly 80-90% market covered. Then current consumers were quite satisfied with the product although there were some prominent gap areas. This company had a breakthrough product and the value proposition seemed just right for developing market like India.
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Our approach
Working with the top management we decided to study the competitor product and survey the consumers to understand their needs better. Our primary goal was to eliminate the current pain points and make the product undefeatable. Once the product is sound for the market we could easily make way for market penetration.
We designed numerous research studies with product placed in respondents houses and observed it for a period of time and gathered their feedbacks. In later stages, we worked on impactful packaging and promotion to convey the right message.
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Recommendations
Based on the data gathered from various sources, we recommended to penetrate in lower Socio economic Class with a strategic price point because that’s where real mass market is which could bring more volume of sales and thereby capturing a large market share.
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Results
The brand today has more than 50% market share and is steadily covering up the gap with the major competitors. It has become a common household name within a short span of time.
Interesting case of a Green Field investment project
Background
A century old FMCG products company wanted to foray in Indian market owing to its massive population which offers it as a lucrative market for expansion. The problem statement here was the product with which they wanted to start, which was their range of “blades”. It is a very common product, so common that no one thinks of it specifically in India and that’s what the challenge was about. How to stand out and get attention from the masses. The brand never wanted to market itself as a niche product so our ultimate goal was to study the market gaps and generate awareness.
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Our approach
We created an in-depth market research study to observe and understand the current consumer behaviour, available products, the intention to buy and the requirements of customer. There were very few brands in competition and the quality was no where in comparison. Hence we designed an awareness campaign which leads to a better lifestyle and currently is creating its own market.
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Recommendations
Our recommendation was to create local products therefore setting up a local factory so that we can compete on the price point and side by side raising awareness with the help of right channels. We also brought right channel partners on board so that they could help us to build the brand further.
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Results
The brand opened its first factory in Neemrana and flagship store in Select City walk. Also its many other products are now available in leading multi-brand stores.