個案資料
了解個案內容與學習目標，選擇授課教師及使用課程。
Vibhava Chemicals: Pursuit of a Cleaner Space
內容大綱
In April 2011, Vithal Gambhir, the marketing director of Vibhava Chemicals, an entrepreneurial venture and leader in the black phenyl category in the home cleaning agents (HCA) market in South India, was faced with a marketing challenge. A slew of multi-national corporation (MNC) brands in the emerging new category of specialty cleaning agents had eroded Vibhava’s share of the traditional black phenyl category by 50 per cent over the previous eight years. The marketing efforts of the MNCs had also led to a gradual transformation of the HCA market, expanding and segmenting it in terms of applications (e.g. floor-cleaning agents and toilet-cleaning agents) and benefits (e.g. disinfecting, cleaning, and deodorizing). As a result, Vibhava’s leading brand, “Black Belt” black phenyl disinfectant, had begun losing ground in the market. Vibhava had successfully responded to this decline by launching Ozone, a pine-oil-based floor cleaner, in 2003. Positioned as an herbal, eco-friendly, deodorizing floor cleaner, Ozone had managed to avert Domex, the leading MNC brand of disinfecting floor cleaner. However, during the last couple of years Domex had been available in many variants serving many segments and the market had become flooded with both MNC and established Indian brands. While the sale of Ozone rose in absolute terms, Vibhava’s share in the growing home cleaning market dropped from 25 per cent in a predominantly traditional product market in the 1990s, to 11 per cent in the transformed market of 2010. Gambhir now faced the daunting challenge of meeting an ambitious sales target of INR 1 billion for 2011-2012, which was double the sales of the previous year.
學習目標
<ul><li>Discussion of benefit- and usage-based market segmentation.</li><li>Application of the concepts of differentiation and positioning (used to construct a positioning map).</li><li>Evaluation of the strategic options of a challenger in a market in transition.</li><li>Discussion of the entrepreneurial marketer’s challenges in a highly competitive and dynamic fast-moving consumer goods (FMCG) market.