Marketing planning.

Essay by a_devar January 2006

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The Soaps and Detergents Industry is characterised by a number of small scale manufacturers at one end of the spectrum and large MNC's at the other end. Like many other countries in the world, two players dominate the Detergents market with the rest being small or marginal players in the overall market. In India, as seen in the pie chart, the detergents market is dominated by Nirma and Hindustan Lever. The market for Soaps and Detergents has increased manifold with changing lifestyles, growing purchasing power, increased awareness about personal hygiene, responsiveness of the consumer to brands offering superior value and the spread of audio-visual media.

Fabric Wash Industry in India is characterised by (like any other non-durable product category in India) low per capita consumption and substantial potential in rural market ( in terms of category penetration and per capita consumption ). Per capita consumption of fabric wash products in India is just 3.2

kg, which is very low compared to developed and some developing countries.

The Fabric Wash Industry is divided into:

- Laundry Soaps

- Synthetic Detergent Cake & Powder

The total production of Synthetic Detergents, Cakes & Bars in 1996 as per the Indian Soap & Toiletries Maker's Association, Mumbai (ISTMA) was 2.2 million tones.



HLL was the Indian subsidiary of Unilever PLC, one of the world's largest multinational corporations. Founded in 1930 and based jointly in the Netherlands and the United Kingdom, Unilever sold its products in approximately150 countries. Predating the creation of Unilever, Levers products first came to India as early as the 19th century when India was a part of the British Empire. The first Lever product to be introduced in India was Sunlight Soap. This 'foreign' product was affordable and available to British citizens...