*research scholar, **assistant professor
In the present scenario marketing comes into a wide variety of flavours based on audience, media, platform and heavy competition . Therefore, it’s no surprise that marketers define what they do differently. Market analysis is the study of attractiveness and the dynamics of a special market within a special industry. It is part of the industry analysis and this in turn result in the global environmental analysis. Through all these analyses the chances, strengths, weaknesses and risks of a company can be identified. Here, the paper focus the market analysis of power soaps ltd. Introduction
Power Soaps is a household name in the detergent and bathing soap Segment in South India. The brand stands proud as a triumph of trepreneurial spirt, vision and a customer-centric business. A Dream Unfolds Started in the 1970's, Power Soaps was established as the Gold Company and operated with a single unit at Kodai Road, Dindigul Dist, Tamilnadu. It was founded by Krishna Nadar, a visionary entrepreneur who believed that there existed a great demand for quality yet affordable detergent soaps. His sharp business acumen and astute strategies paved the way for the rapid growth of the brand. He built the business on the strong foundation of ethics and building enduring customer relationship. Moving to The Next Level After R Krishnan , the mantle was taken over by his son K.Dhanapal who took it to newer heights and the company expanded. In 1998, detergent powder was introduced and this was an extremely successful venture too. Three more manufacturing units Power Soaps Limited at Puducherry, Abirami Chemicals Pondicherry and Praveen Chem Industry at Karaikal were added to meet the increasing demand for Power products.
The Growth Spurt The consistent success of the company inspired it to diversify into various segments. It ventured into the personal care industry too, with hair care products like the Nature Power range of shampoos and skin care products like the Nature Power range of beauty soaps, Clora Toothpaste, Laa Talc and Laa Fair Fairness cream. The company also diversified into the soft drink market with Powersoft Drinks Pvt Ltd., formerly Elanjikal Soft Drinks Chennai Pvt. Ltd., at Padappai, 14 kms from Tambaram in Tamil Nadu. The Mango Dice brand was manufactured here. Hello Water and Power Water mineral water brands were also introduced. Taking on a New Identity The next step was to consolidate all brands under one umbrella and this was done through creating the Power Soaps identity. This created a leap in brand value and image. Later, Power exited the soft drink and water business to sharpen the focus on detergents and personal care . Power Soaps with its huge bouquet of detergent and personal care brands has a huge presence across South India and exports to countries like the Gulf. The quality products have been appreciated by customers making it a household name. The brands are backed by a strong world class manufacturing facilities located at Sembiapalayam. Gummudipoondi, Periyapalayan, Silvassa and Karaikal. The entire production cycle from intake of raw material, processing, manufacturing, quality checks and rollout of the product is carried out seamlessly. This allows controlling the quality and maintaining the consistency of products. All plants are manned by dedicated and efficient technical personnel with domain expertise who keep operations moving smoothly. State Of Art Infrastructure Power Soaps has always stayed at the forefront of technology, innovation and quality built on a backbone of a strong infrastructure. State-of-art technology and equipment are the norm at every plant. Quality processes and the Best Practices ensure that what reaches each customer is world class quality at an affordable cost.