Harpic marketing mix

Harpic brand marketing mix study

1. GROUP 25 : Ananth Divya Goyle Nachiketas Waychal Neha Khullar Reeti Nageshri INDUSTRY PRESENTATION

2. HARPIC: READY FOR THE CHALLENGE? Harpic, the leading toilet cleaning brand of Reckitt Benckiser India Ltd , was launched in India in 1984 and has seen tremendous growth from 2000 in Lavatory industry It has a commanding market share of 80% But its growth story attracted other low cost national and international players slowing down its growth in last couple of years To defend its falling market, Harpic Brand team chalked out strategy to increase its penetration, consumption while ensuring its market mix It attempts at allocating investments that are optimized for maximum returns for its brand growth

3. Situation Analysis

4. SWOT S TRENGTHS W EAKNESSES O PPORTUNITIES T HREATS Negative Internal factors External factors Positive Strong backing of the company Market leader in toilet care category Good brand promotion by advertising and other media Good distribution channel that ensures brand presence One of the most popular brand in the cleansing market Tough competition means limited market share growth Fake products with similar names affects brand presence Still major market not tapped Should extend in rural market Bring variety and innovation in products Local players offering at low price Substitutes such as detergents available for cleaning Increase in low cost private labels New innovative products coming in the market

5. COMPETITOR ANALYSIS Domex (HUL): with 18% market share, was launched as all purpose disinfectant cleaner To tap the small market and compete against phenyls HUL reduced the price of Domex from Rs.42 to Rs.22 per bottle As a frontal attack on Harpic, it relaunched as Specialist Toilet Cleaner with parity pricing, angle necked bottle and new communication. Sanifresh ( Dabur ): It uses volume gain strategy with heavy discounting but has very low presence in mass media and hence low market share Mr Muscle (SC Johnson & Co.): Launched in 2009, it has heavily relied on advertising on TV Its positioning is based on surface care – science of tough cleaning so promotes for use in toilet bowl as well outside surface and toilet floor

6. PRIMARY RESEARCH Number of respondents surveyed: 60 Method of surveying: Store visits, telephone calls, online surveys

7. PRIMARY RESEARCH

8. CONSUMER SPEAK Stronger Cleaning Action. In salty waters like Bangalore, you need acids(local or branded) along with the product once every month May be fragnances like lavender and eucalyptus need to increase awareness of in cistern blocks Extra fragrance, good bundling Prevent Stockout More fragrances. The Roshan Abbas and Hussain TV ads have made Harpic the toilet cleaner of choice at my house

9. IDENTIFYING THE EXISTING SEGMENTS IN THE MARKET

10. Harpic, the leading toilet cleaning brand, was launched in India in 1984 and has seen tremendous growth from 2000 in Lavatory industry It has a commanding market share of 80% But its growth story attracted other international players slowing down its growth in last couple of years To defend its falling market, Harpic Brand team has been chalking out strategy to increase its penetration, consumption by existing users while ensuring its market mix It attempts at allocating investments that are optimized for maximum returns for its brand growth

11. 4 P’s Product Price Promotion (Communication strategy) Place (Distribution)

12. PRODUCT Harpic is available in India as Liquid cleaner, Rim block and flushmatic products: Liquid Cleaners: Harpic power opti thick 200 ml Harpic Citrus arrow 500 ml / 1 Ltr Harpic Power Plus Original 200/500/750ml / 1 Ltr Harpic Power Plus Rose 500 / 750 ml Harpic Fresh Pine 500 ml / 1 Ltr Harpic Fresh Floral Toilet Cleaner 500ml Harpic Ultra Power Toilet Cleaner 500ml Harpic Plus Bleach 500 ml Automatic Cleaners: Harpic Flushmatic Blue 100g Harpic Flushmatic Aquamarine Blue 50g Harpic Flushmatic Pine 50/100g Harpic Jasmine Toilet Rim Block 26g Harpic Pine Toilet Rim Block 26g

13. PRODUCT CONTD… Harpic has adhered to the core value of providing an effective cleaner. However, it’s also giving consumers added value attribute of replacing the regular disinfectant odor with a range of pleasant fragrances . Consumer is free to choose the fragrance of his own choice, while retaining the confidence for the “ Harpic ” brand. The launch of Flushmatic products is an innovative jump in the Lav Cleaner product range . This has been developed to target that segment of consumers which looks forward to try and gradually adapt to new kind of products.

14. Points of Parity / Points of Difference All Lav cleaner liquid products in India are packaged in tilted neck shaped bottles. This has almost become an identity of Lav cleaners. Harpic “Ultra Power”s packaging has been strategically designed so to make it comparable with Domex Zero Stain: the strong looking lav cleaner. Harpic is available in different fragrances: this move was initiated by Harpic itself. Other competitors are still seen catching up. Harpic offers a wide range of products: liquid, tablets and cleaning accessories. This makes Harpic look like a complete package for toilet cleaning. This remains a quality unique to Harpic .

15. PRICE Harpic toilet cleaner liquid bottles are available in the price range of Rs . 26 to Rs . 117, depending on the size and variant of cleaner. One noticeable characteristic of these products is that the price remains constant throughout all the fragrances in given variant category. The prices for Harpic power cleaner for ALL the fragrances are: 200 ml Rs . 26 500 ml Rs . 63 750 ml Rs . 89 1 Ltr Rs . 117 The Toilet Rim Block & Flushmatic products are priced as : 26 g (Rim Block) Rs . 52 50g Rs . 43 100g Rs . 75

16. PROMOTION Broad observations from Harpic communication through commercials: Harpic has been targeting Housewives in its TV commercials since the very beginning “ Harpic : smart choice” is the message conveyed through these commercials Every advertisement of Harpic shows dirty toilets that become clean after Harpic usage . Hussain : the Favourite Pati and Favourite devar award winner from Star Plus serials was the brand ambassador till August 2013 Now he is replaced by Vishal Malhotra .

17. PLACE (DISTRIBUTION) Harpic (Reckitt & Benckiser) has maintained top notch quality in supply chain by: Leading the execution of NPD / EPD (New/Existing product development supporting supply chains) and the continuous gross margin improvement programs namely Squeeze and X-trim in Supply Leading activities such as harmonization / standardization, benchmarking, sourcing studies in order to identify and develop further opportunities in South East Asia for Lav Care Category . Availability: Harpic products are available at all kinds of retail outlets like: Super markets Grocery stores Online retail websites It’s supply is so designed that it meets the demand of all types of locations, ranging from Tier 1 cities, to semi-urban and rural towns.