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Case study -Dazzle Washing Powder
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Consumer Products Limited
Case study
Agenda
• Company profile.• Profit analysis of washing product group(WPG).• Dazzle• Product life cycle• Summary• Spark• Impact of Spark• Objectives• Alternatives.• thankyou
Company Profile
• Public limited company set up in 1940.• Authorized Capital-10 Crores• Product: FMCG, Washing Products– Washing Powder.– Washing Soap.
• Company’s main product- Dazzle(Accounted for 1/3 of the profits).
Exibit -1
Rs 500
Sales
10%
20%
70%
Profit Analysis of WPG.
• Maximum percentage of sales for the company, in case of Washing Product Group(WPG).
• Profitability of WPG is higher-a profitable division for CPL.
Soaps
• Own by SSI unit.• Localized area supply.• Contributed ¾ th i.e. 75 % to WPG.
Dazzle
• Contributed 1/3 of the profits WPG, i.e. 26.7%• Contribute 12% of turnover.• Position of dazzle in BCG Matrix.– Star position.(Huge growth & share).
Product Life Cycles Sales
TimeFor Washing powder
Summary
• WPG: important for CPL.• Dazzle:12% of turnover=26% profit of CPL• Washing powder: Urban Product &
bottlenecks in distribution• PLC: early maturity for washing powder
Spark
• Introduced a 700gm pack same price of dazzle.• Coupon system.• 6 coupon = one bucket (promotional strategy).
Impact of sales promotion by spark
Loss
15%
30%
29%
-----
Objective of Dazzle
• Get back the customers (15% of 26.7%).• Increase sales.• Get back customers from Bright & White also.
Alternatives
• Match sales promotion.• Price cutting.• Increase prices.• Expand distribution.• Low price brand.• Theme advertisement.
Thank You
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