Its an analysis about three products. They are Apple iPad, Honda Jazz and Sensodyne tooth paste. Their success and failure reasons are analysed and stated.

1. PRODUCTS REVIEW
- A SUCCESS OR FAILURE
N S SIVA SHANMUGA PRIYA
AMIT KANABAR
22 February 2012

2. PRODUCTS REVIEWED
APPLE iPAD
HONDA JAZZ
SENSODYNE
TOOTHPASTE

3. - An Innovation Failure

4. INTRODUCTION
Launch Date (India) : - 27 January, 2011
Pricing :- Rs. 27,000 – Rs. 32,000 (Premium product).
Positioning (of iPad):- A tablet which fills the gap
between mobile and laptop
T.A. :- Higher Segment Businessmen

5. TABLET MARKET (INDIA)
Market Share (%)
Others
15%
Samsung
Blackberry
46%
21%
Apple
18%

6. SHARE SHIPMENTS
Share(%) Shipments
Samsung Apple Olive Others
2%
6%
8%
84%

7. REASONS FOR FAILURE
Delay in launch gave Samsung the first mover advantage.
Technical Failures like:- low battery backup etc.
Less features. The major complaints of customers
included:-
I. No camera
II. No Multitasking
III. No flash compatibility
IV. Storage Limitations (8GB / 16 GB yet not enough !!!)
Innovation was no longer their competitive advantage.
Increase in rivalry from other players like
Motorola, Samsung*, Reliance etc.

8. CURRENT SCENARIO
Launched Apple iPad-2 within a year of the release of iPad-1
Regained considerable market share from Samsung, however
soon enough Samsung also came up new variants.
Is World-wide market leader in tablet industry, however faces
tough competition in India to gain every % of market share.
Variants facing pricing issue as Beetle, Reliance and many more
have come up with low price models.
Technical glitches still exists.
Samsung is up to the challenge of ‘i’ by Apple.

9. - SUCCESS AFTER FAILURE.

10. INTRODUCTION
Launch Date (India) : - June 2009
Pricing :-
Initial Price:Rs 7.12 lakh to Rs 7.56 lakh.
Slashed by 1.75 lakhs
Revised Price: Rs 5.50 lakh to Rs 6.06 lakh
Positioning (of Jazz):- Super-premium hatchback
 TA:- People ready to pay more for hatch back

11. AUTO MOBILE INDUSTRY (INDIA)
2008 – 2009 (CRISL) RESEARCH, SIAM
4% 2% 4% 4%
13%
Ford India
20% General Motors
Honda siel
Hyundai
Maruthi
53% Tata
Others

12. SALES FIGURES
Enquiries for Jazz : 50,000 in June,
Conversions : 4,000 Units
June : 2,000 units
July : 1,037 units
August : 1,029 units
September : 504 units

13. REASONS FOR FAILURE
• Super-premium hatchback - Sporty hatch
• High price in hatchback segment
• Other car range: Rs 3.72 - Rs7 lakhs
• Honda Jazz starts from Rs7.56 lakh
• No special features (for worth of high price)
• 1.2 liter engine
• Petrol Engine

14. INDUSTRY PERFORMANCE
Market grew at a rate of 25.6 % in 2010 ICRA,
Small car segment – 73% of volume sold.
Small car segment - A1 and A2
A2 - Premium hatchback cars.
Market – Maruthi, Hyundai , Tata Motors , Ford
and Chevrolet

15. INDUSTRY PERFORMANCE
- August 2010, the total sales of A2 cars in the
domestic market rose 27% (SIAM).
Gainers - Ford India Pvt Ltd, (Fusion and Figo),
Volkswagen and Nissan
Losers - Fiat India Automobiles Pvt Ltd,
Tata Motors(Indica) and Hundai seil.

16. OTHER HONDA CARS PERFORMANCE
Honda City - Enquiries & Conversions - Upswing
City volumes gone up. 30% increase in City sales.
Customers walk into showrooms with the intention
to purchase Jazz, they landed up buying City.

17. - DIFFICULT TO TAP PREMIUM MARKET

18. INTRODUCTION
 Launch Date(India):- March 9, 2011
Product price:- Rs. 120 (80gm)-Premium Brand Product
Positioning:- Toothpaste for sensitive teeth
Parent Company:- Glaxo Smith Kine (World leader in
toothpaste industry)

19. MARKET SHARE (TOOTHPASTE INDUSTRY)
Market Share (%)
1%
9%
18% Colgate
52% Close-Up
Pepsodent
20% Sensodyne
Others

20. MARKET SHARE (PREMIUM TOOTHPASTES)
Market Share (%)
6%
28% 35% Colgate
Sensodyne
Pepsodent
21% 10%
Oral B
Others

21. REASONS FOR SUCCESS
 Already an established parent company in
Pharmaceuticals.
Caught Colgate unawares on Non-Sugar toothpaste
market and exploited that gap well.
Main target was towards those people who are tooth
sensitive and care about teeth a lot.(Didn’t tap much into
general toothpaste category).

22. CURRENT SCENARIO
 Has gained 10% market share in premium products thereby
reducing the share of top players like Colgate and Oral B
Aims at 5% market growth in general category.
Main focus is premium brand.
The brand is currently running a campaign in visual media with
the aim of creating awareness about the condition of sensitive
teeth and projects Sensodyne as the dentist's most preferred choice
for this condition.
‘Chill Tests’

23. QUESTIONS ???