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JYOTHY LABORATORIES LIMITED
THANK YOU!
“iske power pearls kapro mein geheraee tak jaaye aur daag ko jar se nikal”
Henko is a detergent from Henkel Germany and now Henkel India Ltd became a Jyothy laboratories Ltd.
Henko Stain Champion was launched in 1994. It is available in Henko Stain Champion Detergent Powder, Henko Stain champion matic and Henko Stain Champion Bar.
Focused on stain removal (highest order need for Indian consumer): Pre-treater powerpearls (proprietary technology).
High on quality, relatively low on price
proposition.
Jyothy Laboratories Ltd is a Thrissur-based fast-moving consumer goods company founded in 1983. In 2009–10 the company reported a turnover of ₹5.82 billion (US$85 million) and profit of ₹800 million (US$12 million). The company has 21 manufacturing units at 14 locations across India
JYOTHY LABORATORIES LIMITED
Founder: Mr. M. P. Ramachandran
Chairman & Managing Director: Mr. M. P. Ramachandran
Chief Marketing Officer: Mrs. M. R. Jyothy
Share Price: 211.30 -5.25 (-2.42%) NSE
Share Price: 210.55 -4.6 (-2.14%) BSE
Revenue: Rs. 17.17 Billion
PRODUCT LINE
DISHWASH SEGMENT
-Pril
-Exo
PERSONAL CARE
-Margo
-Neem Active
Toothpaste
HOME CARE SEGMENT
-Mexo
-Exo Floors
-Maya
FABRIC SEGMENT
-Ujala
-Henko
-Mr. White
- New Super
Chek
-More Light
Henko lintelligent bucket wash
Henko lintelligent matic
Henko stain Champion Cake
Henko stain champion
PRODUCT
PRICE
PLACE
PROMOTION
Strength
-Powerful Brand
-Uses Lint
Technology
Weakness
Threats
-High Price
-Competitors
-Wrong Self
Perception
-Low Market Visibility
-Lower priced detergent
available in market
-Limited Sales
Opportunity
-Launch new products
with tech. & Production
-Future rise in demand
of detergent
-Market Penetration
180
165
140
MARKET SHARE & REVENUE OF HENKO
TARGET MARKET
Henko correctly identified its target market which was upper class and middle-class women. They planned to target the women of all over India.
Scenario in 2008
Geographic segmentation - southern India and some parts of India.
Demographic segmentation – women
age group of 40-60 years
belonging to upper & middle class.
Scenario from 2013 onwards
Geographic segmentation – all over India.
Demographic segmentation – women
age group of 28-45 years.
belonging to upper & middle class.
Psychographic segmentation – lifestyle of the customers
conscious regarding the lifespan
color of the clothes
(Henko introduced Henko LINTelligent)
Benefit segmentation – LINTelligent
unique Nano Fibre Lock Technology
keep the color and sheen intact.
Applied Niche Marketing
Product Positioning Strategy
Functionality- Stain Remover
Relevance- To maintain the cleaniness of clothes
Differentiation-oxygen power technology & anti-bacterial neem property
Brand Positioning Strategy
Premium Brand against its competitor
Henko is of Jyothy laboratories which is Relatively old company with
product "Ujala"
Product Repositioning Strategy
Functionality- Stain Remover, maintain the colour & quality of the
clothes.
Relevance- To maintain the cleaniness ,colour & to increase the life span of clothes
Differentiation- Lintelligent technology & Nano Fabric lock technology
Competitors
Ariel
Surf-Excel
Competition by Substitute
Tide
Ghadi
Nirma
Wheel
Competition by long distance
competitor
Vanish
Liquid detergents
In order to create the desire among the consumers to buy Henko, the company offered some schemes as mentioned below:
Gold in Henko Packet
Free Pril Liquid Wash with Henko
Free Margo with Henko
The competitors of Henko Detergent like Surf Excel, Ariel, Tide, etc. sold the sachets for detergent while Henko did not adopt this strategy. As a result, it failed to reach the masses as people were little bit reluctant to purchase a high-priced detergent powder. If the same would have been available in the sachets also, then people would have tried it once atleast.
TIMELINE OF ADS
2015
2010
2013
2011
2017
-customers are already committed to many other top performing brands such as Ariel and Surf Excel
-Fail because it did not have the required market share.
-Packaging was also one of the aspect for the failure(No Sachet)
- people associate Ujala with lower or middle-class segment. So, people also started associating Henko with the same segments.
-Henko only targeted upper middle and upper-class segment of the market and neglected the middle class and lower class which constitute a major portion of market in India
OPEN FOR QUESTIONS ??