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Vi John Pdf

In:

Submitted By PriyankaKatoch
Words 7019
Pages 29
Product Strategy & Management

Term Paper

Industry- Personal Care Industry
Company – VI-John Private Limited
Product – VI-John Shaving Cream

Submitted to:
Prof. Ramesh Venkateswaran

By
Group 8A
Kartik Saruparia (144043)
Nitu Rai (144064)
Priyanka Katoch (144081)

On
12.08.2015

INDIAN INSTITUTE OF MANAGEMENT, Udaipur

VI-John - Journey of Desi Brand From the second storey of his office, Vimal Pande looked towards the sky and started contemplating his thoughts what to do next to maintain the pace with innovative and competitive personal grooming industry. VI-John was founded in 1960, Kochar family had built the desi company into one of the major players in manufacturing of shaving creams. Customers used VI-John shaving cream because it was affordable and delivered quality. The company is known for high-quality shaving cream in the business and charging low prices for them. The company has always targeted mass customers and never raised the price of the product alike their competitors.
Currently, the company is enjoying its position in the industry as a volume leader. But the market value share (21.7%) of the VI-John shaving cream is less than market volume share (29.2%) whereas competitors like Axe, has market value share (12.9%) greater than market volume share (7.4%), similarly, Gillette having market volume share of 3.9% has a market value share of 7%. (Refer Exhibit 1) In past, the company had tried to increase its value share by increasing the price but the existing customers started switching to cheaper offerings. The company faces fierce competition from both organized and unorganized players. To increase its value share the company is now targeting tier I customers but is failing because of no brand recognition. Few years back, VI John hired Shahrukh Khan for endorsing the product that shifted company’s strategy from push

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