Competetive Analysis of Toilet Soap

Topics: Rural, Soap, Strategic management Pages: 34 (11233 words) Published: January 25, 2010
N. L. Dalmia Institute of Management Studies and Research
Srishti, Sector – 1, Mira Road (E) - 401104



|Sr. No |Particulars |Page No. | | | | | |1 |Introduction |3 | | | | | |2 |Porter five forces model |11 | | | | | |3 |PEST Analysis |17 | | | | | |4 |SWOT Analysis |19 | | | | | |5 |Value chain Analysis |21 | | | | | |6 |HLL (Overview & Swot analysis) |24 | | | | | |7 |Nirma (Overview & Swot analysis) |38 | | | | | |8 |Godrej (Overview & Swot analysis ) |42 | | | | | |9 |Suggestion & Conclusions |46 |

Toilet Soaps- An Introduction
The toilet soaps market is estimated at 530,000 tpa including small imports. Hindustan Lever is, of course, the market leader. The market is littered over with several, leading national and global brands and a large number of small brands, which have limited markets. The popular and premium brands include Lifebuoy, Lux, Cinthol, Liril, Rexona, and Nirma. Toilet soaps, despite their divergent brands, are not well differentiated by the consumers. It is, therefore, not clear if it is the brand loyalty or experimentation lured by high volume media campaign, which sustain them. A consequence is that the market is fragmented. It is obvious that this must lead to a highly competitive market. Toilet soap, once only an urban phenomenon, has now penetrated practically all areas including remote rural areas. The incremental demand flows from population increase and rise in usage norm impacted as it is by a greater concern for hygiene. Increased sales revenues would also expand from up gradation of quality or per unit value. As the market is constituted now, it can be divided into four price segments: premium, popular, discount and economy soaps. Premium soaps are estimated to have a market volume of about 80,000 tonnes. This translates into a share of about 14 to 15%. However, by value it is as much as 30%. Market Segmentation

Soaps are also categorized into men's soaps, ladies' soaps and common soaps. There are a few specialty soaps as transparent Glycerine soaps, sandal soaps, specially flavored soaps, medicated soaps and baby soaps. Specialty soaps are...
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