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INTRODUCTION

Hamam

was introduced 1934 by TATA OIL MILLS(TOMCO) HLL acquired TOMCO afterwards Market share about 9-10% in 400 cr. Indian soap market More than 25% market share comes from Tamil Nadu

Positioning Statements
First

positioned as: COMPLETE NATURAL FAMILY SOAP Interpreted as HERBAL SOAP Secondly positioned as: HERBAL SOAP in 2005 In 2006-07 positioned as: BEAUTY ENHANCING SOAP THROUGH HERBAL EXTRACTS

Users: Men Women Children Non-users: o Corporates o Young generation

Users & Non-Users

Our Understanding

Smell of Neem Green Germs free Herbal

Failure reasons
o

o
o

Wrong positioned Sold in Rexona soap wrapper Competitors

REPOSITIONING STATEMENT OF 2012

GO GREEN BE YOUNG WITH HAMAM


Targeted to young generation and those who are conscious about there skin.

Customers understanding from Hamam


Question 1:Do you know Hamam?
Response
NO 40%

YES 60%

Customers understanding from Hamam


Question2:Have you ever used it?
Usage
Used Hamam Not used Hamam

40%

60%

Customers understanding from Hamam


Question3:Will you use it again?
Responses about future use
YES NO DO NOT KNOW 10% 40%

50%

SUGGESTIONS
Aroma

should be mild Soap should be long lasting It should be soft Increase awareness level about Hamam

Thank you

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