Ihpl

INDIAN HOME PRODUCTS LTD. –

CASE STUDY

Submitted by:

SANJEEV KUMAR

Roll No – U811029

EPWP 11-12

Xavier Institute of Management,

Bhubaneswar

INTRODUCTION:

Indian Home Products (P) Limited was a leading manufacturer of

consumer products in India. The company was engaged in the

production of soaps, detergents, cosmetics and medicinal

products. IHPL had a large distribution network covering all the

major towns with a sales force that service over 30,000 retail

outlets all over the country.

Marketing Manager was planning to add new products to the

company’s product line. Management felt that liquid shampoo

was one product in view of its fast growth and increasing

acceptance in the market. However Marketing manager not able

to decide what kind of liquid shampoo to be launched.

FMCG Market in India

Fast Moving Consumer Goods (FMCG) goods are popularly named as consumer

packaged goods. Items in this category include all consumables (other than

groceries/pulses) people buy at regular intervals. The most common in the list are toilet

soaps, detergents, shampoos, toothpaste, shaving products, shoe polish, packaged

foodstuff, and household accessories and extends to certain electronic goods. These

items are meant for daily of frequent consumption and have a high return. The Indian

FMCG sector is the fourth largest sector in the economy with a total market size in

excess of US$ 17 billion. Availability of key raw materials, cheaper labour costs and

presence across the entire value chain gives India a competitive advantage. The FMCG

market is set to reach US$ 33 billion in 2015. Penetration level as well as per capita

consumption in most product categories like jams, toothpaste, skin care, hair wash etc

in India is low indicating the untapped market potential. Burgeoning Indian population,

particularly the middle class and the rural segments, presents an opportunity to makers

of branded products to convert consumers to branded...