Household Product Limited

In: Business and Management

Submitted By kiran04
Words 480
Pages 2
Household Products Limited

Q1. No, the company should launch nationally. The data to support this is as follows:

The actions we suggest for this product are: i) Change the fragrance – jasmine is so been there done that ii) Maybe target those segments where Jaimala is not a leader iii) Use the non-animal fat appeal in a different way; appeal to the animal conservationists, the self-styled Maneka Gandhis and those who have an issue with rubbing animal products all over themselves. Q2. Process followed to introduce the new product 1) Idea generation a. High price sector b. More profitable, faster growth 2) Concept development a. Perfume section selected out of soaps with medical benefits, perfumed soaps and soaps with cosmetic appeal b. Jasmine has connotations of luxury c. New added benefit- Purity- made from pure vegetable oil 3) Business Analysis a. Feasibility report b. Pricing- Rs. 7.50 per cake 4) Product & Advertising development a. 2 different jasmine perfumes developed b. Product test- Comparison with each other and with Jaimala, 3 panels of consumers consisting of women in the age group of 18-35 years chosen. One of the perfumes was found to be superior to the other and marginally more preferable than Jaimala’s. This perfume was chosen. c. Advertising campaign- focus on purity and luxury 5) Test marketing a. Indore and Hyderabad chosen as test towns- test run 9-12 months b. Indore- assumed to be more responsive to the ‘purity’ benefit c. Objectives- i) Match Jaimala’s market share ii) To emerge with a distinct image of a luxury soap d. Initial support expenditure to promote the brand scaled down. e. Promotion: Launch conference, display contest, advertising in…...

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