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Dr Amit Rangnekar
Dec 2007
Market Dominance
Sources- AC Nielsen, TNS CEllTrack 2006, SIAM, Industry estimates & Company sources
Sustain Market Dominance due
to..
• Legacy- Lifebuoy, Lux
• First mover advantage- Fair & Lovely
• New category creation- Maggi Noodles
• Catering to customer aspirations- Nokia
• Offering new benefits- Moov
• Superior segmentation & product design- Titan
• Economies of scale / cost leadership- Amul
• Pricing strategies- J&J sanitary care
• Quality of customer service- Maruti
• Quality of field force training- Eureka Forbes
First mover advantage- Fair &
Lovely
• 1960s- Fair & Lovely, India’s first fairness cream
• 2006- Rs 850-crore brand, 75% share of Rs 1,200
crore Indian fairness market
• 1999- Innovation- sachets to tap new markets, to
ensure greater penetration & availability across
price strata, now account for 50% of sales
• “Sachets exploded the market, delivering
consistent double digit growth,” Ashok
Venkatramani, VP, HUL
• Fair & Lovely Ayurveda- targeted consumers who
prefer natural products, now contributes 10% of
sales
• “Ayurveda was a big subset in the fairness cream
universe” says Venkatramani
Eureka Forbes- New Category
Creators
• 1986- Aquaguard launched
• 2006- 60% share of the 710-crore water purifier
market
• Then, purification meant boiling or filtering water to
make it potable
• “Reasons behind the company’s success are- our
6000 strong sales force, our 1000 service centres &
our constant investment in training its sales force.
Our 19 recruitment & training centres across the
country train salespeople 300 days a year. These
training rooms are our factories. But, our rivals
depend on advertising & dealer selling, and dealers
work only on margins. Also 85% of our base has a
service centre within a 5-km radius.” Forbes’
Palekar
Eureka Forbes AquaGuard- New
Category
•
HUL Soaps- Legacy