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Cinthol Plan - Marketing

Cinthol commands a 2.5% market share in the Indian soap market, with HUL and ITC as its main competitors. The soap market is expected to grow at 2.3% until 2022, slower than its 9.8% growth from 2012-2017. To increase its market share, Cinthol should focus on volume growth through competitive pricing and bundling offers, as its premium positioning prevents steep price reductions. It aims to appeal to customers emotionally and connect through its messaging of confidence and freshness.

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353 views8 pages

Cinthol Plan - Marketing

Cinthol commands a 2.5% market share in the Indian soap market, with HUL and ITC as its main competitors. The soap market is expected to grow at 2.3% until 2022, slower than its 9.8% growth from 2012-2017. To increase its market share, Cinthol should focus on volume growth through competitive pricing and bundling offers, as its premium positioning prevents steep price reductions. It aims to appeal to customers emotionally and connect through its messaging of confidence and freshness.

Uploaded by

kalinga kishore pani
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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MARKETING PLAN

Market share and


competition
Cinthol’s main competitors in Indian soap market
are Lifebouy (HUL), Santoor (Wipro), Lux
(HUL), Dettol (RB) etc.

Cinthol commands a market share of 2.5% by


value with HUL and ITC as one of the toughest
and powerful competitors.

Euromonitor International expects the Rs 21,130-crore soap


market to grow at 2.3 percent till 2022 compared with a pace of
9.8 percent from 2012-17
Top players in
market

Leader Challenger
Soap Market
• Global sales have increased by 62%
• Dettol’s Indian market share has risen by 430 BPS
• In 2019 Lifebuoy(HUL) had a share of 13.1 percent
• GCPL had market share of 12.3 percent
• Dettol had a market share of 10.4 percent.
• Dettol’s market share has risen by INR 500 crores in first Nicher
Follower
half on 2020
CINTHOL brand signifies “Confidence and Freshness”
• What is Cinthol’s current market strategy & will it work ?
• How does it targets its customers ?
• What is consumers attitude towards Cinthol ?
Cinthol commands a market share of 2.5% by value with HUL and
ITC as one of the toughest and powerful competitors

OBJECTIVE
LOREM IPSUM
Market Capture Customer need Significance

• This brand signifies


• In order to increase market confidence and freshness
share, Godrej should focus on Products like Cinthol cool can which is the unique value
volume growth which can capitalize on a greater market proposition with respect to
happen by implementing during summers as people its competitors HUL and ITC .
competitive pricing. Since always sweat. Keeping the With a market share of 2.5% ,
Cinthol caters to the premium price relatively low or using Cinthol aims to connect with
category, some products can the concept of bundling, will customers at an emotional
be sold relatively less cost help in market growth. level to increase brand
therenby increasing volume awareness.
Distribution Chart Representation:
Product
• Consumer needs Company Warehouses C&F Agents Stockists
• Development of superior quality
products complemented by best pricing
Price
• Economic Value Added enhancements
• Bundle Pricing Wholesalers
(EVA)
• Comparable to market behavior and demands
Promotion
Place Retailers
• Customized product offering
• Efficient distribution strategy
• Value for money model
• Samples and combo packs
• Bundle Pricing
• Availability in Online and modern retail Customers

Segmentation Targeting Promotion

Cinthol soap is a mid range soap priced economically 65% of India’s youth is below the age of 35, so their
and is affordable to people from lower and middle market segment size is huge. Its positioning of promoting a fun and active lifestyle
classes. is very evident from its tagline “Sun ko Kardo Set.”

The primary market for Cinthol soap are the people in It its promotions it promotes an active lifestyle with
focus on outdoor activities like sports, travelling etc. It Cinthol has positioned itself in the economic soap
the age group of 10 to 40 young adults and category which provides the user with instant
is appealing to people who have that sort of life style.
teenagers. refreshment and energy.
Promotion Strategy
The brands can rely on ATL (Above the line)
strategies focus at directing the communication
towards the mass market.

This involves following strategies:

• TV and Digital Advertising

• Print Media

• Outdoor Advertising (Billboards, Posters)

• Radio Advertising
Prospective Marketing Strategy

To compete with the existing competition and grow as a brand, Cinthol must create its own
space by:
Targeting
Majority
market
segments
The Brand can also leverage the digital platform and
target the millennials by focusing on it’s presence on
SKUs platforms like:
availability Increasing
and brand reach
affordability

Competitive Working on
pricing market
strategy penetration

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