Product :

1. Marketing Mix for GulabJal (Rose Water) • Price: • Price: While the local brands go for penetration price, premium brands keep their prices high based on Cost based pricing. • Discounts: Strategies such as discounting(Buy one Get one) and joining hands with supermarket to act like a loss leader are quite prevalent here. • Big Brands like Dabur play a role of price leader in this category for Indian markets. Product: • Functionality: GulabJal has been placed primarily as a cosmetic product. Though it find it can be used as ingredient in dairy based dishes as well. • Apart from Rose Water its range is been extended to lotion, cream and freshener. • Quality: Because of its cosmetic association, quality is treated paramount . • Appearance: Packaging is made attractive and one which appeals female gender. Also it is sold mostly smaller SKUs of 100/200 ml. • Brand: Dabur & Elder are theknown Indian brands. The market is replete with local brands. • Promotion: The most crucial factor • Advertising: Below the line advertising is primarily used for this product. • Message: Skin becomes fresh and glowing after applying it is the prime message conveyed. Usage for edible purpose is not much communicated via promotions. • Promotion is primarily Consumer led in case of this category. • Sales promotions encourage consumers to buy products in short term. • Direct Sales: Communicating the Brand Equity to users via registering the widespread presence in retail outlets & supermarkets is considered the best possible mode of promotion. • Social media as facebook Pages are used to grow awareness among target audience. • Public Relations: Brands don’t prefer to engage celebrities as it doesn’t add much value. Print ads are given preference. • Place: • Distribution Strategy: FMCG companies use their tightly knit network to distribute their Rose water products. Intensivedistribution is carried out for this. • Locations: Rose water products are found primarily in super markets and retail shops. Also it is commonly found at grocery store as in dairy items also Rose water finds its use. • Channel Motivation: Retail outlets as well as super markets are offered higher margin by price leaders in this segment. • Market Coverage: Retail outlets offers huge opportunity for having an extensive market coverage. Gajendra;GreatLakes, Chennai