19-5-17
‘Dant Kanti’ toothpaste’ from Patanjali Ayurved (manufacturer of Natural or Ayurveda products) promoted by Baba Ramdev has made a remarkable progress by making holes into market share of existing brands including top three companies. ‘Dant Kanti’ has emerged as fastest growing brand, gaining 1.5% share in one year (2016-17).
During the same period (Fiscal year 2017), Combined toothpaste volume market share of Colgate-Palmolive company reduced to 55.6% from 56.4%. On the other hand Hindustan Unilever (HUL) market share declined to 19.1% from 19.6%.
Industry expert said success of ‘Dant Kanti’ is related to the fact that consumers are increasingly adopting Natural or Ayurvedic products. The growth of ‘Dant Kanti’ is also because of new users adopting Ayurveda toothpaste for teeth cleaning.
1. Which plan has to be modified by ‘Colgate-Palmolive’ and ‘HUL’ to get back old market share?
2. Which plan has been followed by ‘Patanjali Ayurved’ to acquire market share?
3. Even if ‘Colgate-Palmolive’ and ‘HUL’ modify their present plan they will have to face 4 out of 6 limitations of plan. Name them.
4. What is the conclusion of the case study?
COMPOSED BY PATHAK SIR @pathaksirbst ( at twitter)
You can send your answers at avnishpathak18@gmail.com or at @pathaksirbst ( at twitter)
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