2. SECTOR DETAILS
FMCG CONTRIBUTION TO GDP IS 24.3% .
PERSONAL CARE SEGMENT CONTRIBUTE
22% IN FMCG SECTOR.
THIS SECTOR HAS CONTRIBUTED GROWTH
OF 10% FROM 2OOO TO 2012.
THE MAJOR CONTRIBUTER IN THIS SECTOR
ARE – HUL,ITC,GODREJ etc.
3. COMPANY HISTORY
The company was incorporated on 29 December
1945, in Mumbai by Mohamed Hasham Premji as
'Western India Vegetables Products Limited', later
abbreviated to 'Wipro'.
It was initially set up as a manufacturer of
vegetable ghee, vanaspati, and refined
oils in Amalner, district Jalgaon, Maharashtra, under
the trade names of Kisan, Sunflower and Camel.
In 1970s and 1980s, the company shifted its focus to
new business opportunities in the IT industry.
In 1982, the name was changed from Wipro Products
Limited to Wipro Limited. Meanwhile Wipro continued
to expand in the consumer products domain with the
launch of "Ralak" a tulsi-based family soap and
"Wipro Jasmine", a toilet soap.
4. PRODUCT DETAIL
In 1986, Wipro brought these two traditional
ingredients together (Sandal and Turmeric) and
Santoor was born. Santoor gave the Indian
woman, nature’s traditional goodness at a popular
price.
Targeted at the middle class housewife, Santoor
combined the natural goodness of two ingredients
that she had grown up with - now for the first time
in a convenient soap.
In the next two decades Santoor became the third
largest selling popular soap in India.
5. TARGET
MARKETSEGMENT
Geographical Profile- Rural,Metro &
Urban.
Psycho graphical Profile- Mind set up
of the customer.
Demographical Profile- Age, Sex, Class,
etc.
Behavioral Profile- Demand of the
product is high among the middle class house
wife.
6. Consumer buying &
behavioural process
NEED RECONGNITION
INFORMATION SEARCH
EVALUATION OF ALTERNATIVES
PURCHASE DECISION
POST PURCHASE BEHAVIOUR
