Product Launch with Pest Analysis

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PRODUCT LAUNCH – SHOWER GEL
SHOWER GEL is a Good Product
according to my opinion, it can be
launched in global markets.
The total size of Premium Soap
market in India is around 1196 crore
per annum.
India population is around 130 crores
Per capita sales is Rs.9.20ps
Every year the shaving gel market is
increasing by 20% to 30% growth

PRODUCT LAUNCH:PREMIUM SOAPS – SHOWER GEL:
Soap makers are upping the ante on their premium brands, following a significant jump in demand across urban and rural markets. Premium soaps have been growing at 8-10% vis-a-vis the overall category growth of 5%, while the body wash segment has been growing at 40-50% from a small base, senior industry officials said.

Aspirational purchases by consumers for products like skincare soaps, body washes and other specialised brands have seen companies like Godrej Consumer Products (GCPL), relaunching their premium skin care brand Evita which was taken out the market earlier. Godrej has earmarked Rs 95 crore in increasing their soap manufacturing capacity. Even contract makers like VVF have got into manufacturing their own brands in this segment to cash in on the growing demand in the toilet soap category.

The industry defines premium soap as that which costs Rs 10 or more for 75 grams. According to AC Nielsen studies, the size of the premium soaps category is Rs 1,196 crore in value terms with a CAGR of 9.8% and in volume term, it is was 60,300 tonne with a CAGR of 9.7%. The niche bodywash market has grown upwards of 50% last year and is now valued at Rs 9.2 crore.

The following information is
required before to launch the
product
1. First we have to
understand how
much the market
size both value wise
and volume wise, we
have to do BCG
MATRIX, PEST
analysis

2. Who are the key
players , their market
share and their
marketing stratagies,
Market mix (4ps:
PRODUCT, PRICE,
PLACE &
PROMOTION)

MARKET RESEARCH TO
COLLECT THE INFORMATION
 First we have to...
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