Market Plan - On the Go Kit

8/9/2019 Market Plan - On the Go Kit

1/19

Atul Shivnani | Kunal Kaul | Preethi Srikanth | Shyam Sundar V | Siddhesh Dhuri

Marketing Plan

Touching Lives. Improving Life


2/19

HQ: Cincinnati, OHOperations in: About 80 countriesEmployees: Approximately 135,000worldwideSales: $79 Billion (2009)

Established: 1837

We see that thought the total revenue has dropped

in the year 2009, however the profit has increasedP&G is ranked10th

Barron's

P&G is ranked 3rd in

Worlds most admired

companies

Company Overview


3/19


4/19

Tooth Brush

Toothbrush that has an housing for tooth paste

A mechanist to squeeze out the toothpaste

Level Indicator

On the Go Kit

Multiple option in Kit sizes

Male: Toothbrush, toothpaste, razor, shaving form, detergent,

shampoo + conditioner, shower gel and moisturizer

Female Kit: Mirror, comb, Toothbrush, toothpaste, detergent,

shampoo + conditioner, shower gel and moisturizer

Liquid Detergent

First in Indian Market

Hardness Resistant

High Leather

Cold water resistant

Fragrance

Nail Polish

12 hour nail polish under the brand name of Max factor

Multiple Colors

12 hour stay and then deteriorate

New Product Developments
http://www.google.co.in/imgres?imgurl=http://1.bp.blogspot.com/_E1AbmWs1Dl8/SImaV9ju2iI/AAAAAAAAAKE/RBlAXJ4H1WI/s320/oralb.jpg&imgrefurl=http://boy-kuripot.blogspot.com/2008/07/win-macbook-pro-with-oral-b.html&usg=__6wWEG4BHTmvRlE3-E8SF69YMj84=&h=200&w=200&sz=15&hl=en&start=2&um=1&itbs=1&tbnid=YvotefdK-P1BNM:&tbnh=104&tbnw=104&prev=/images%3Fq%3DOral%2BB%26um%3D1%26hl%3Den%26rls%3Dcom.microsoft:en-us:IE-SearchBox%26tbs%3Disch:1


5/19

Product LaunchThe final product ready to be launched is the On the Go Travel

Kit.

Target Customer: Age: 16-65, SEC- A,B,C

Reasons justifying the selection :

On the Go kit is a very innovative product providing maximumutility to the consumers.

The product is available at a very affordable price.

A Market gap was identified since no major firms have come up witha similar Toiletry Kit before in India.

The necessary amenities for travel are made available to theconsumers as a single package which eliminates the need to

purchase these items individually.The packaging also prevents clumsy handling of the items when

packed individually.


6/19

SWOT Analysis - Product


7/19

Product Development Plan

Concept Development and Testing:Based on the survey conducted, 64% of the working population (in the age group 21-65) and

students (in the age group 16-20) travel more frequently Of those who travel more frequently, 82% of men and 74%

of women find the travel kit very useful Customers are ready to spend Rs.80 for the travel kit.Our product will exactly fit the needs of the customers .

Market Testing:

Market test will be done in the metropolitan cities. We are planning to launch the product in selective retail

stores, airports and railway stations where the probability ofselling the product is high.

Our market test will last for a month. Based on the purchase frequency and the customer

feedback, the product will be launched nationally.


8/19

Marketing Mix - Product

BRAND LOGO

Available in 6 Different Categories

Men Basic Men Premium

Women Basic Women PremiumTeen Basic Teen Premium

A one stop solution for frequent travelers.

Will provide customer service number at the back of thetravel kit


9/19

Tear Down Analysis

Item Cost Price

toothpaste+brush

18

Razor 10

Shave Gel 5

shampoo 3

Soap 5

Moisturizer 8

detergent 3

package 8

Total 60

Item CostPrice

toothpaste+brush 18

Shampoo+Conditioner

6

Soap 5Facewash 8

detergent 3

Moisturizer 8

Lip Balm 5

package 8

Total 61

Men ( Basic ) Women ( Basic )


10/19

Pricing Survey

Cost ( Rs. )

Percent a

geof

people


11/19

Break Even Analysis

Units of Production (Millions )

Cost(M

illions

ofRs.)


12/19

Promotion Strategy

Shelf occupation at retail stores like Spencer's, more etc.

Increased availability at retail outlets near railway stations,airports, major bus-stands etc.

Generate awareness by distributing the product internallyand to the vendors as festival gifts.

Viral Internet ads.

Print ads on Business newspapers and magazines

Sales promotion by offering additional P&G product on

purchase of the travel kit.


13/19

Place Distribution Strategies

As part of the distribution process, plan is to tie-up with the Airportsand major leading Airlines across the Country .

The basic categories and a selected quantity of the PremiumCategories are to be sold in the Railway Stations to attract mainly themiddle class consumers.

Distribute the product in all the major Five Star and Three Star Hotels

and sell the various categories of On the Go kit based on the Hotel.

E.g. : Hotel Taj Premium Kit, Hotel Ginger Basic Kit.

Provide discounts to retailers and free P&G products to consumers onpurchase of the travel kit.

The plan is to launch the product first in the major metro cities and

then to slowly start distributing it to the other parts of the country withthe awareness generated.


14/19

Industry ForecastThe domestic tourism industry is growing at 7% per yearThe railway industry is growing at 5.3% per yearThe airline industry is growing at 10% per year


15/19

Assumptions

We have assumed that 40% of people in the airplane are corporatetravelers.

We have assumed that 1% of people travelling in Railways are

corporate travelers.

For the first year we plan to capture 5% of the market penetration which

we plan to increase linearly YoY.


16/19

As we can see from the graph in the long run the product willincrease the revenue


17/19


18/19

Thank You


19/19

http://www.MarketlineInfo.com

http://www.PG.com

http://www.pgIndia.com

http://www.marketresearchdata.org

http://timesofindia.indiatimes.com

http://www.livemint.com/2009/10/28235013/PampG-plans-to-add- half-a-bi.html

CMIE Database

Ministry of Aviation

Ministry of Railways

Ministry of Tourism

Railway Budget

References

Documents

Market Plan - On the Go Kit