MARKET OVERVIEW
? The entire market was being dominated by three competitive companies namely P&G, Lever detergents and CPC.
? The entire detergents industry is generating a bonny proportion of sales each year.
? The swift growth of the laundry souk has registered its status at the mature stage.
? The growth altitude of laundry market is considered to be slow mainly due to its being at the maturity level.
? P&G has procured a major proportion of the laundry market i.e. 44% whereas Lever secures 24% share in the market and CPC has acquired 23% share of the market.
? CPC was an initiator in introducing cold water washing supplements.
? The market fragment being pierced by CPC was the western province of Canada.
COMPETITIVE OVERVIEW
? An intense competitive environment was being evoked due to the operational or functional existence of P&G, Lever detergents and CPC. There was a high intensity competition between the three major companies in a low growth market.
? Aspiration of the sales proportion could only be procured by devouring the share of the other competitive sort.
? The marketers of all the existent players in the market imposed or enforced varied strategies in order to achieve its objectives like evoking loyalty out of their customers.
? Specific techniques like portrayal of a well-built brand and its superior positioning in the psyche of its customers were the chief practices.
? Due to concentration in the laundry industry extravagant monetary budgets were being delineated for carrying out advertising campaigns in order to allure one's own brand.
? The products being introduced in the market varied not only in their functional capabilities ...