HIPOLIN OVERVIEWHipolin Ltd 

COMPANY PROFILE

• Started in : 1970• Incorporation : 1994• Promoted by : Bhupendra Shah Jaykumar Shah Daxesh Shah • Primary Industry : Detergents

• Ahmadabad based detergent company• Production capacity: 14,000 tons per year• Presence in : Maharashtra Madhya Pradesh Rajasthan• Distributors : 300 all over India • Export : Russia, Ukraine, UAE and Africa

PRODUCT CATEGORIES

• Hipolin Powder• Hipolin Liquid • Hipolin Super Blue Cake • Hipolin Toothpaste• Hipolin Toothbrush• Hipolin Salt

Current Scenario of Detergent Market

• The Detergent market size in India is approx a 12000 cr industry.

• Consistent growth over the past few years with a CAGR of around 10%.

• The major players in the industry are HUL, P&G, Nirma & Rohit Surfactants.

37

10

14

13

Market Share

HULP&GNirmaGhari

High

Medium

Low

Popular Brands

Low Quality

High Quality

Low Price

High Price

Perceptual Mapping

Law of Extension – Jack Trout & Al Ries

The easiest way of destroying a brand is to put its name on everything.

Short Term V/s Long Term

6520

528

Then (1995)NirmaHipolinGhariWheelOthers

6012

22 14

Now (2010)

NirmaGhariWheelHipolinOthers

Source = Mr. Anil Mishra (Territorial Sales Manager – Gujarat, Ghari Industries)

Manufacturing & Distribution problem

Detergent is a distribution-led product.

Out of sight is out of mind - John Heywood

Hipolin – 300Nirma – more than 2000HUL- more than 3000P&G- more than 2000Ghadi – Fena - 700

No of DistributorsProduction Capacity

Hipolin – 14 k Nirma – 10 lkGhadi – 7 lkHUL – 16 lkP&G – 7 lk

(tonnes/yr)

Brand Recall

Fena – Fena hi Lena , Johnny Lever adNirma – Nirma Nirma Washing Powder NirmaGhadi – Pehle istemal kare phir vishwas KareWheel – Connection with Lemon , Salman Khan brand ambassador, heavy advertising

No compelling reason to remember the ad

An opportunity lost?

Launch Year

Nirma – 69

Hipolin – 70

Fena – 76

Wheel- 87

Ghari – late 80’s

Other Problems

•Laidback approach

•Failed to influence local retailers

•Transportation cost problem

•Lack of professional mgnmt

80

7

5 35

RevenueGujaratRajasthanMadhya PradeshMaha-rashtraOthers

6012

22 14

Now (2010)

NirmaGhariWheelHipolinOthers

Example – Ghari Detergent

Launch Year – 1987 (Took on the might of HUL, Nirma & P&G)

Focussed On: Distribution, Detailed media planning, catchy jingle

Outcome: Has become one of the top three detergent brands in India.

Strategy

Enter new market

Profit margin to retailers

Achieve penetration target

A Good strategy will work even in a competitive environment

Questionnaire

1. Which brand do you use for washing clothes?

2. Are you aware of the brand Hipolin?

3. Have you ever used Hipolin?

4. Please rank the following in order of importance, from 1 (least important)

to 4 (most important)

1. Price 2. Foam 3. Fragrance 4. Safety

5. How did you come to know about the detergent brand you are using?

a. Television b. Newspaper c. Radio

9

6

4

1

Detergent Usage

Surf ExcelTideRinAriel

Which brand do you use for washing clothes?

Customers0

5

10

15

20

25

4

16 NoYes

Kirana0

1

2

3

4

5

6

2

3NoYes

Are you aware of the brand Hipolin?

Have you ever used Hipolin

20

Column1

YesNo

Please rank the following in order of importance

1 2 3 40

5

10

15

20

25

2 3

134

9

7

2

3

15

11

9SafetyFragranceFoamPrice

References

•http://www.business-standard.com/india/storypage.php?autono=292443•http://www.thehindubusinessline.com/2000/05/18/stories/191802fn.htm•http://hipolin.en.ec21.com/company_info.jsp•http://businesstoday.intoday.in/index.php?option=com_content&task=view&issueid=84&id=13025&Itemid=&sectionid=&completeview=1•http://www.indianmba.com/Occasional_Papers/OP87/op87.html

Publicity first - introduce a product that will gain attention of the press, advtg is the second step

The birth of a brand is achieved with publicity and not advtg.

The logic behind this is that what others say about your brand is more powerful than what you say.