NEW PRODUCT – TOIMOP

BY ITC
ITC IS ALREADY INTO PERSONAL CARE BUSINESS, BUT IT STILL DOES NOT HAVE AN
ESTABLISHED BRAND IN FLOOR AND TOILET CLEANING. HENCE, I AM LAUNCHING A
TWO IN ONE CLEANER FOR BOTH FLOOR AND TOILET- TOIMOP
 WHAT IS THE CURRENT MARKET?

• According to "India Surface Cleaner Market Outlook, 2021", the overall market for surface cleaners is growing
with more than 17% CAGR from last five years. The market is further expected to grow with double
digits in the next five years. The market current size is approximately Rs. 1500 crores.
• Major Industries and their Brands
• Reckitt Benckiser (India) Ltd.- Lizol and Harpic
• Hindustan Unilever Limited- Cif and Domex
• SC Johnson Products Pvt. Ltd.- Mr. Muscle
• Dabur India Limited- Dazzle
• Jyothy Laboratories Limited- Exo Floor
• The potential of the market is very vast as it includes segments of both floor and toilet cleaners.
TARGET CUSTOMERS

• Households
• Commercial places like Shopping Complexes, Offices, Malls etc.
• Hotels and Restaurants
ITC ALREADY HAD AN EXISTING PRODUCT WHICH
WAS NOT SO SUCCESSFUL

• ITC Ltd had acquired floor cleaning brand Nimyle

from Kolkata-based Arpita Agro Products in 2018.

• Nimyle was the second largest brand in the floor

cleaning segment in West Bengal and Odisha.
 Rivalry among existing firms: High

Currently the main competitor is Lizol+Harpic (RB) which has dominated the market.
There are other cleaners also like Domex, Mr. Muscle, Dettol, Mopz but they have not
been able to make an impact like RB’s brands.
Bargaining power of
Threat of Threat of New Buyers: Medium
Substitute Entrants/Potential Bargaining
Products: High Competitors: Lot of individual options to power of
choose from, but no substitute
Medium to High of a Two in One Cleaner as of Suppliers: Low
As Toimop is a two in now.
one cleaner, it remains As the market is The suppliers remain
an exclusive product. already booming, there Large retailers, like Wal-Mart, have non- differentiated.
But it could be is always a threat of
bargaining power because of the
large order quantity, but the Therefore, no threat
substituted because of new local competitors. bargaining power is lessened as such.
already established because of the end consumer
brand loyalty.
brands.
Buyer Price Sensitivity- High
 SWOT ANALYSIS
STRENGTHS
Two in One Cleaner, hence customers will pay for only one product.
ITC already has a strong position in Personal Care. WEAKNESSES
Quick Dry formula reduces the drying time.
New type of product, hence passive response from
5 Variants along with Antibacterial protection. people is expected in the beginning.
Insects Repellent Delayed market entry.
First ever Fragrant cleaner which cleans Toilets as well

THREATS
OPPORTUNITIES
Tough Competition
Growing demand of home hygiene products. Some backward people might not consider using a single product
for both floor and toilet.
Increasing per capita income
Local players offering low prices.
WHAT EXACTLY IS OUR PRODUCT?

TOIMOP USPs
• A two in one Floor + Toilet Cleaner.

• 5 Variants- Lavender, Daffodil, Meadow, Lemon and

TOIMOP
Sandal.
TOIMOP

• 99.99% Germ removal.

• Quick Dry Formula.

• Insects Repellent.

• First ever Fragrant cleaner which cleans Toilets as well

PRICING

Brand Quantity Price Quantity Price Quantity Price

Lizol 200ml Rs. 38 500ml Rs. 92 975 ml Rs. 175
Harpic 200ml Rs. 35 500ml Rs. 86 1 litre Rs. 168
Domex NA NA 500ml Rs. 85 1 litre Rs. 170
Mr. Muscle NA NA 500ml Rs. 78 1 litre Rs. 142

As TOIMOP is a two in one cleaner, it will be priced at a relatively higher price than its competitors

Brand Quantity Price Quantity Price Quantity Price

Toimop 200ml Rs 45 500ml Rs 100 1 litre Rs. 190
WHERE WILL IT BE AVAILABLE?

• Small Retail Shops, General Stores

• Big Retail stores like Big Bazar, Reliance Fresh etc.
• Online Retail stores like Amazon, Big Basket etc.
• ITC website
OBJECTIVE

• To provide Consumers with an efficient two in one cleaner

which will strengthen ITC’s presence into Personal Care.
OUR MASCOT

A SINGLE SOLUTION FOR YOUR CLEAN

HOME

TOIMOP
PROMOTION

• Advertising on TV, YouTube, Facebook, Newspapers, Magazines, Radio.

• Sales Promotion
• Personal Selling
• Public Relations
THANK YOU