Calday Sales Promotion

8/8/2019 Calday Sales Promotion

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Presented By:-

Business Development MangerPriyanka Thakur

Market research manager

Rajisha Nair

Brand and advertising Manager Sreelaxmi Iyer

Sales Promotion Manager

Rohini Choraghe

Sales and distribution manger-Rajiv Mali

Finance Manager

Anjali Gupta


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Company Information Name of company:Nutrihouse

Location : Lower parel

Production site : Ulva

Logo :

Slogan : Commit To Be Fit.


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To understand our customers' needsand recognize market opportunities to

be able to distinguish ourselves in the

market of healthcare industry.

Grow a diversified global business.

Deliver more products of value.

To offer people nutritional support

and benefits that can help them attain

and maintain excellent physical health

during all phases of life.

Our Mission :


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Our Vision :

Vision is focused on attaining

leadership in the areas of business,

customer and people.

To create a better future everyday.


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Calcium:


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Daily requirement


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Does everyone need to take

calcium supplements? Due to current processing

and manufacturing

processes.

Absorption of calcium by

body is only 30%.


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Importance ofcalcium for

woman: Function in bone

development.

Mature women needcalcium to prevent

break down of bone.


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How much does a woman

needAge Calcium intake in mg.

11-24 1200-1500

25-50 1000

Pregnant woman 1200-1500

Older than 65 1000-1500


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SalesPromotion


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Advertising to Sales

Promotion ratio- 50%-50%

Consumer promotion Trade promotion

Sales- force promotion


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Customers Who is targeted - College girls

Objective - Building Product

Awareness and Creating Interest

When Before Product launch Strategy - Organizing a event at

SNDT college, Sophia college and

other colleges where the free trailsamples along with info-pamphlet

would be given.


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Customers

Who is targeted- Office goingwomen's

Objective- Building Product

Awareness and Creating Interest

When Before Product launch

Strategy Providing free samples

along with info-pamphlet in

canteens and at drinking water

counter.


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Customers

Who is targeted- House wives

Objective- Building Product

Awareness and Creating Interest When Before Product launch

Strategy Providing free samples

along with info-pamphlet insupermarkets.


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Customers

Who is targeted - Girls and Women Objective - Providing Information

When-After the launch of product

Strategy- Having a seminar on womenhealth where information about Calday

will be given along with its benefits.

The discount will be given on product.A website will be launched to solve

customer queries


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Customers

Who is targeted - Potential buyers

Objective - Stimulating Demand

When Introduction phase Strategy Through vigorous

advertising and making Calday

available in near by retail shops.


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Customers

Who is targeted Potential Brand

loyal consumers

Objective - Reinforcing the Brand When- Introduction and Growth

phase

Strategy - To provide Discountcoupon for regular health checkup

on each bottle of calday


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Customers

Who is targeted-New buyers and

Brand loyal customers

Objective - Target significant marketshare

When Growth phase

Strategy Get the chance to meetbrand ambassador, other contest to

attract new buyers


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Customers

Who is targeted- Rural womens

Objective- To penetrate rural market

When-At growth and maturity stage Strategy- Providing calday in Mahila

sabha and making them aware about

importance of their health.


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Retailers

Who is targeted- Malls,

Supermarkets and few retailers

Objective- Persuading to keepCalday

Strategy- Giving extra profit

margin


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Who is targeted - Retailers

ready for promotion

Objective - Offsetting

competitors promotion

Strategy Displays racks

would be given where

calday could be placed.

Retailers


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Retailers

Who is targeted Profitable shops

Objective - To encourage retailars

to carry more units. Strategy Giving extra goods on

purchase of perticular units of

calday.


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Retailers

Who is targeted High sellers

Objective - Building brand loyalty

Strategy Organizingentertainment event for them

where new products of the

company could put for display.


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Sales force

Who is targeted Sales people

Objective -Achieve forecasted sales

Strategy- Giving them incentives forachieving extra sales


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Sponsorships

Who is targeted Everyone

Objective To create awareness and

good perception When Growth stage

Strategy To sponsor Miss India

contest.


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Pushor Pull


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Cost Statement fora 10g

sachetParticulars Cost per unit (Rs)Raw material cost 1

Direct labour 0.40

Direct expenses 0.20

PRIME COST 1.6

Factory overheads 0.8

FIXED COST 2.4

Administrative overheads 0.75

COST OF PRODUCTION 3.15

Selling & Distribution overheads 1

TOTAL COSTS 4.15

Profit 0.5

Wholesaler (0.2%) 0.10

Retailer (0.5%) 0.25

SELLING PRICE 5


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Raw materialcost500g- amul skimmed milk powder- 115 Rs.50g black berry cocoa powder - 40 Rs

1kg CaCO3 -50Rs/4000mg

5000 iu of Vitamin D340 Rs

10 G SACHET - 500 mg elemental calcium= material cost= around 1rs/unit


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Analysis ofcost statement(in percentage)

Profit on Selling Price = 0.5/5 = 10% Total cost spent on Direct cost = 1.6/5

= 32%

Total cost spent on Factory overheads = 0.8/5

= 16% Total cost spent on

Admin overheads = 0.75/5= 15%

Total cost spent on Selling &

Distribution overheads = 1/5 = 20%

32% - Core product &

20% - Selling and Distribution overheads


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state Person female

India 1,027,015,247 49,57,38,169

Thane 8,128,833 37,51,027

Mumbai 8,587,561 38,84,800

Mumbai(suburban) 3,326,837 14,51,696

Raigarh 2,205,972 10,89,151

Total

(of above 4 cities) 1,01,76,674

http://www.educationforallinindia.com/page163.html

Age group Population Percentage

All Ages 1,028,610,328 100.0

0 - 4 110,447,164 10.7

5 - 9 128,316,790 12.5

10 - 14 124,846,858 12.1

15- 19 100,215,890 9.7

20 - 24 89,764,132 8.7

25 - 44 284,008,819 27.6

45 - 64 139,166,661 13.5

65 - 79 41,066,824 4.0

80+ 8,038,718 0.8

Less Than 18 422,808,543 41.1

Less than 21 492,193,906 47.9

Age no stated 2,738,472 0.3

Source : C2 and C14 Table, India, Census of India 2001.

49.2% is

in

15-64

age

group of

female

http://censusindia.gov.in/Census_And_You/age_structure_and_marital_status.aspx

48%-

females

in India


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Sales Forecast Time duration :- 1year

Area:- Mumbai

Estimated sales units/day in mumbai = 1lakh units

Selling price/unit=Rs.5 per sachet

Estimated sales revenue /day=Rs.5lakhs Number of sachets to be

consumed in a month =20 units

Estimated sales revenue

for the month = 5,00,000 x 20= 1 crore

Estimated sales revenue

for a year = 12 crore


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BEP Approximately BEP will be achieved after a

year.

New Delhi: Indias nutritional supplement

market is expected to more than double in

the next four years at over Rs9,500 crore, a

study said.

here are certain issues such as lack of

awareness and no regulations, which need to

be sorted out and if these issues are sorted

out, the total market for these products inIndia can go up

http://www.livemint.com/2009/09/102004

07/Nutraceutical-market-in-India.html


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Selling and distribution overhead

Particulars Amount/unit

(in Rs.)

Selling

Advertisement budget 80 lakhs

Sales Promotion 80 lakhs

Events

Growth phase strategiesPublic relation

Direct marketing

Personal selling 60 lakhs

Distribution

Distribution overheads 20 lakhs

Total selling and distribution overhead 240 lakhs


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Advertisement Budget

Media Amount

(in Rs)

Televisi n lak s

Newspaper 12. lak s

Radi 10 lak sInternet 9.6 lak s

utd r advertising 1 lak s

Pamp lets 1 lak

Total 80 lakhs


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References

Sales and Distribution management-

Havaldar and Cavale

Marketing Management Philips Kotler

Website:-

http://www.livemint.com/2009/09/10200407

/Nutraceutical-market-in-India.html


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Documents

Calday Sales Promotion