SEMINAR PRESENATTION ON:

Product Life Cycle

Presented By:Miss. Priya KulkarniMiss. Reshma NavleMrs. Aarti DholeMr. Sumit HavaneMr. Ravindra NimbalkarMr. Ajinkya Kulkarni

Santoor Manufactured by WIPRO

Wipro Ltd. is today among the top business conglomerates in the world. With a $ 5 Billion turnover, it has diverse interests ranging from Information

Technology to Infrastructure Engineering and Consumer Care. Wipro has a presence across 50 countries and employee strength of over 94000

employees worldwide from over 50 nationalities. Wipro Consumer Care and Lighting is today among the top 10 FMCG companies

and amongst the Fastest Growing FMCG companies in India. It has a presence in over 40 countries with over 6500 employees worldwide. Wipro has 8 production plants in India and 5 overseas. Wipro has also gained from

new launches Wipro Safewash, Santoor handwash, Santoor Facewash, Wipro Sanjeevini honey, Wipro Sweet N Healthy.

HISTORY OF SANTOORLaunched by Wipro in 1985 , As an Ordinary Soap with

Sandalwood & turmeric as its main ingredient. Santoor is the second largest soap in popular segment in

India.Marketed in Bangalore and got the positive response and

the brand became national a year after. Beauty and skin care at a reasonable price.In 1986 , Wipro brought these two traditional ingredients

together – and santoor was born.

Sandal + Turmeric = Santoor

SANTOOR THE SECRET OF YOUNGER LOOKING SKIN IN

INDIA.• Sandal and Turmeric have been an essential part of the Indian woman’s skin care

regimen for centuries. The tradition of Haldi uptans was an integral part of the bride’s wedding preparation- to make her skin look fairer and younger. Chandan was used to enhance a woman’s skin- making it smoother and more beautiful. But these traditional beauty treatments were too long and time-consuming for the busy Indian women to follow on a daily basis. With the passage of time these uptans became rituals reserved only for special occasions. So there was an opportunity to combine these traditional beauty treatments into one convenient form ..............and Wipro did just that.

• In 1986, Wipro brought these two traditional ingredients together ........and Santoor was born. Santoor gave the Indian woman, nature’s traditional goodness at a popular price. Targeted at the middle class housewife, Santoor combined the natural goodness of two ingredients that she had grown up with - now for the first time in a convenient soap.

INTRODUCTION TO PRODUCT LIFE CYCLE

The course of a products sales and profits over its lifetime is called the product life cycle.

PLC shows the stages that products go through from development to withdrawal from the market.

Product Life Cycle (PLC): Each product may have a different life cycle.

PLC determines revenue earned.

Contributes to strategic marketing planning

To identify when a product needs support, redesign, renovating , withdrawal, etc.

PLC OF SANTOOR SOAP

We all want to be pampered, to look and feel great And that's just what Santoor offers you on a daily basis at a price you can afford.

Santoor is the brand of WIPRO It has been winning hearts of INDIAN consumers for 27 years.

Santoor stands for the promise of beauty and glamour as one of India's most trusted personal care brands.

INTRODUCTION STAGE Santoor launched the India’s first Sandalwood & turmeric beauty soap in the 1985 by Wipro. At that time there was only one competitor of Santoor, which was from Lux Soap. In the initial stages Santoor was introduced in the major cities of INDIA like Mumbai &

Banglore etc. MARKETING OBJETIVES:- was to create the product awareness and to attract the

customers towards the product.

The Santoor MARKETING STRATEGIES in the Introduction stages :

Product:-They offer only on product in the market. They did not come up with the

differentiated product.

Price:-In the initial stages of the product, they offer the relatively higher price than their competitor (LUX). Because, they want to recover their initial cost of making the product.

Advertising:- In the initial stages, they allocate more advertising budget So that more and

more customers could be attracted towards the product. In ads they targeted the early adopters, who were readiest to buy the product. The first brand ambassador of Santoor soap R. Madhavan.

Distribution:- was selective and only covers the major cities of INDIA to get recognition in

those cities. Their distribution channel was through: Manufacturer Wholesaler & Retailer .

GROWTH STAGE• In the growth stage, their sales rapidly started rising. • They have expanded their market to the other cities of INDIA. MARKETING OBJECTIVES:-The marketing objectives of the Santoor Soap

were to expand their market to the other cities of INDIA. Another objective was to maximize more market share. The Santoor MARKETING STRATEGIES in the Growth stages : Product:-In the growth stage, the company had offered the same product in the

market. Price:-In this stage, the company had changed their price to some extent because of

maximizing the market share. ( Slightly cut down the prices ) Advertising:-In the growth stage, they had increased their advertising budget as in

the initial stages because of attracting the new customers or to retain the existing customers.

Distribution:-In this stage, company had expanded their market to the other cities of INDIA. Their distribution channel was the same as in the initial stages of the product.

Promotion:-In the growth stage, the company had also used the different proportioning strategies to attract the new and the existing customers.

MATURITY STAGE They modified the product by adding some changes in the product. In this stage, few competitors enter into the market like (CINTHOL, FAIRGLOW, LUX,

FIAMA, DI WILLS and VIVEL) The company has expanded their market to almost all the cities of INDIA. MARKETING OBJECTIVES:-The marketing objective of Santoor is to maximize more

profit while defending the market share & to expand the market to all the cities of INDIA. The Santoor MARKETING STRATEGIES in the Maturity stages : Product:-The Santoor has made the modification in the product by introducing: Santoor White, Santoor Glycerine, Santoor Sandal & turmeric, Santoor with skin softness. Price :-The Santoor products are now available at higher prices in the market, the reason

behind is that the company’s marketing objectives is to maximize more profit. Distribution:-Now Santoor products are available in almost all the cities of INDIA. Their

distribution channel is same as in the initial stage.

Advertising:-In this stage Santoor advertising has been reduced to some extent because of the more brand awareness in the minds of customers.

PROMOTIONAL OFFERS:- Like buy 3 get 1 free.

Film stars promoting the product Santoor

Recently, they have shown Tanya Vakil, Mahesh Babu, R. Madhavan, Saif Ali Khan.

DECLINE STAGE Besides of all campaigns for the sales promotion of Santoor. The reasons for its

decline are : SLOWDOWN: In year 2008-09 due to hard economic conditions in INDIA and

other countries the sales were highly affected as the consumer started looking for some alternate products with a cheaper price than Santoor.

Competition:  Santoor soap face the strong competition with the Hindustan Unilever’s Lux soap With leading brand such as Lux Almond, Lux Orchid , Lux Fruit, Lux Saffron,

Lux Sandalwood, Lux Rose, Lux International, Lux Chocolate, Lux Aromatic Extracts, Lux Oil and Honey.etc

Santoor has been facing competition from Godrej Consumer Products GCPL, India’s second largest soap maker with 9.2% market share.

With leading brands such as CINTHOL, FAIRGLOW & NIKHAR. Fairglow brand, India's first Fairness soap, has created marketing history as one of

the most successful innovations.

HUL:- The presence of HUL in the toilet soap industry can be seen through their brands such as Lux and Lifebuoy in the Indian market as well as foreign market a major market player in toilet soap.

ITC:- It entered the segment last year and has made a strong headway in a short time by growing to 1.75% in just five months. With the brands like: Superia, Fiama Di Wills and Vivel.

Santoor re-enters with new fragrance

Wipro Consumer Care and Lighting has re-launched its soap brand Santoor with a new fragrance, shape and packaging. The company has also roped in Bollywood actor Saif Ali Khan and Telugu film star Mahesh Babu as brand ambassadors. Commenting on the re-launch, Mr Anil Chugh, Senior Vice-President, Wipro Consumer Care & Lighting, said, “With the new Santoor, we seek to strengthen our leadership in our core markets and grow by appealing to new consumers in other markets.” One of the reasons for Santoor's growth in the category is its consistency in communicating the core proposition of younger-looking skin while making the message contemporary, he added. Santoor, the third largest soap brand in India and the largest selling brand in the South India, has a 17.3 per cent market share in terms of value. In terms of volume, the soap showed a volume growth of 16 per cent in third quarter compared to last year. The brand portfolio now offers soaps, talcum powder, deodorants, liquid soap and face wash.

Santoor's 3rd most popular soap

For the first time, the two-decade-old Santoor has made it to the top three popular soap brands in the country. According to the latest research by AC Neilsen, the Wipro product has managed to literally breeze ahead of its competitors to the third spot.

The current market share figures show that Santoor has garnered a value market share of nearly 6.2% from December to February. In March also, the brand has managed to maintain its third position.

Wipro's Santoor is largest soap brand in

South India Santoor, the flagship sandalwood soap brand of Wipro Consumer Care and Lighting (WCCL) the FMCG division of IT major Wipro has become the largest soap brand in South India. WCCL closed the first quarter with a 29% increase in profit before interest and tax (PBIT) to clock Rs 78.7 crore, against Rs 60.9 crore in the year-ago period.

"Santoor has notched up a market share of 15.1% (value terms) in South India in the first quarter, according to market research agency AC Nielsen's figures. This was achieved on the back of a strong distribution network and communication in rural areas," president of WCCL, Vineet Agarwal, said. At the all-India level, Santoor continues to be the third largest soap brand with a 7.5% value market share in the first quarter of fiscal 2009-10.

Santoor crosses Rs 1,000-cr sales

• Santoor, India's third-largest soap brand, became the first brand of Wipro's consumer products division to cross revenue of Rs 1,000 crore in a year in 2011-12, powered by a spurt in rural demand and extensions into deodorants and handwash.

• The sandalwood soap brand grew 20% in volumes in the fourth quarter, helping Wipro Consumer Care and Lighting post 25% increase in revenue at Rs 907 crore.

CONCLUSION