Case Study: Medimix

Topics: Marketing, Manufacturing, Skin Pages: 3 (881 words) Published: November 5, 2012
I am selecting the product “MEDIMIX” which I have regularly consume. It is FMCG product. About the Medimix:-
The medimix brand was founded by the DR. V.P. Sidhan in the Chennai. In the year of 1969. The medimix is Indian brand of Ayurvedic (Harbal ) soap manufacturing company and marketed by the cholayil Chennai based organization. The medimix is most trusted brand in the ‘personal care’ category of goods. The medimix having different variety of soap in a ayurvedic like medimix sandel soap, Medimix ayurvedic herb soap, Medimix Glycerine Lakshadi oil soap, etc also they manufacturing with the different size. The medium size is 125 gm and price is Rs.32, small size in 75 gm and price is Rs. 21. There are six manufacturing plant of company available in various location in india and they starting a new manufacturing plant in the Uttaranchal. They also in process of introducing a new talcum powder with Ayurvedic ingredient. The total market share of Medimix is the 3.5% of the 5000 crore and 4.6 lakh tonne soap market in india. LUX, LIFEBUOY, NIRMA, BREEZE and GODREJ are the top five brand and commanding a 51 % market share in India. Medimix has good market share in South and West India as compare to North and East India. Medimix aims to achieve 250 crore turnover in next financial year.

Why Medimix ?

Generally Soap is used to make skin free from dead cells or dust.

There are various soap are available in the market. But in all this soap there are only few are the Ayurvedic soap. The ayurvedic soap are generally having high price but Medimix price are very low as compare to other soap. Generally all company spending huge money on advertising but as compare to other company Medimix spend very small amount on the advertising therefore price of the product is very low. Before few years Medimix comes with new packaging systems which definitely help the new young customer. In India there are 12000 dealers are...
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