Name of Grocery Store – Cheap and Best
Location - Hiranandani Gardens, Powai, Mumbai
1.Maggi Hot Cup Tomato/Non-vegetarian Clear
Soup
Name of Company – Nestle India Ltd.
Time in Market – 15 days
Success of Product - Successful
USP – Price is only Rs3/-
Store manager feedback – The product is doing extremely well in the
market. So much so in fact that there is a shortage of supplies in the
store. In the words of the storekeeper – “Company se maal time pe nahi
aata hai.” Because of this the product is not reaching its sale capability.
Name of Company – Proctor and Gamble
Time in Market – 1 month
Success of Product - Successful
USP –Brand Heritage of ‘Pantene’
Store manager feedback – Sale of the product is very good. People using Pantene Shampoo were using other conditioners, and now with the introduction of Pantene conditioner in the market, view it as a complementary good.
Note - The P&G marketing department also advocates this as they
say on their site – “For best results, remember to use both Pantene shampoo
and conditioner”.
Name of Company – Proctor and Gamble
Time in Market – 6 months
Success of Product – Extremely Successful
USP – Extra protection, high on comfort, extra thin.
Store manager feedback – Sale of the product is very high. He sells
24 packets per week. The sale of the existing sanitary napkins however,
including other Whisper products are not in demand at all any more.
Name of Company – Hindustan Levers Limited
Time in Market – 2-3 months
Success of Product – Moderate
USP – Ready made chapattis
Store manager feedback – Sale of the product is very high, but he thinks
more so in his store because of the locality. (Hiranandani Gardens, Powai
residents are in the SEC A &B Classes and have a high percentage of
working women as well). He sells 15 packets per day.
Name of Company – General Mills India Pvt. Ltd.
Time in Market – 4 months
Success of Product – Successful
USP – Cheaper in comparison to other pizza like Dominos and Pizza Hut
Store manager feedback – Sale of the product is very high. The toppings are also ‘Foreign (Italian) tasting’ and Pizzas at home never could acquire that taste and so this product has done well.
Note – As above, the high sales are also complemented by the consumer
profile in the area.