Case study -Dazzle Washing Powder

1. Consumer Products Limited
Case study

2. Agenda
• Company profile.
• Profit analysis of washing product group(WPG).
• Dazzle
• Product life cycle
• Summary
• Spark
• Impact of Spark
• Objectives
• Alternatives.
• thankyou

3. 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).

4. Exibit -1
Sales
10%
20%
70%
Rs 500

5. 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.

6. Soaps
• Own by SSI unit.
• Localized area supply.
• Contributed ¾ th i.e. 75 % to WPG.

7. 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).

8. Product Life Cycles
Sales
For Washing powder Time

9. 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

10. Spark
• Introduced a 700gm pack same price of dazzle.
• Coupon system.
• 6 coupon = one bucket (promotional strategy).

11. Impact of sales promotion by spark
Loss
15%
30%
29%
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12. Objective of Dazzle
• Get back the customers (15% of 26.7%).
• Increase sales.
• Get back customers from Bright & White also.

13. Alternatives
• Match sales promotion.
• Price cutting.
• Increase prices.
• Expand distribution.
• Low price brand.
• Theme advertisement.

14. Thank You