International Product Launch

Table of Contents

1. About Turmeric Industry

2. Industrial Background

3. SWOT Analysis

5. Market Entry Strategy

6. Marketing Mix

7. The Launching Campaign

4. International Product Launch

Turmeric industry

• Turmeric” industry is increasing, specifically in India. Turmeric Sector in India is estimated to grow 10% by 2012.

• Turmeric Industry is regarded as the largest sector in India which accounts for 2% of Gross Domestic Product (GDP).

• The maximum production of Turmeric (90%) is in India.

VICCO Industry

• Founded in 1952 by late Shri K.V.Pendharkar, the VICCO Group has emerged today as makers of the best internationally known products of the Ayurveda, the ancient Indian system of natural medicine.

• The turn-over of Rs.1500 millions p.a. to Rs.5000 millions by the year 2010 A.D.

• Only produced for the ready use of mankind what was already discovered by our great sages ages ago. not claiming to making new.

Turmeric Products and Uses

• Turmeric Skin Cream

• Turmeric Multipurpose Cream

• Turmeric Face Wash

• Turmeric Skin cream (Oil Base)

• as sunscreen• as antiseptic.• make skin white and glowy• as face wash• as aftershave• as antiwrinkle

S.W.O.T Analysis

Swot Analysis

Strength

• monopoly• Ayurvedic and herbal• no side effect• reap in low price and entire process is economic• Agriculture based so government support it.

Swot Analysis

Weakness• Weak Communication• Lack of Awareness • Not enough diversity in flavors• Lack of presence worldwide• Raw material availability confined to specific region only.

Swot Analysis

Opportunity

• increasing in health consciousness• growth of herbal products• Being economic every needed person easily buy it• Growth possibilities in different zones• Increase in product line• Sponsorship (through Beauty events)

Swot Analysis

Threat

• Allopathic medicines• Homeopathic medicines• Arise of Competitors• Competitors could use aggressive marketing tactics cut prices/increase promotion • Competitors bring out similar products

Competitors

In India :

• Himani gold turmeric moisturizing lotion 24k gold• Shahnaz husain turmeric treatment formula• Naturoriche skin life cream• Jiva turmeric cream.

In Ethiopia :

There is no competitor

HOST COUNTRY

• We are launching our product in Ethiopia country.

• We will introduce our product in main and major cities of Ethiopia

About Ethiopia

• Capital : Addis Ababa

• Currency: Ethiopian birr (1 US Dollar = 13.93700 Ethiopian Birr)

• Population: 88,013,491 (2010 est.)

• GDP (FY 2008-2009) : $32.3 billion

• Language: Amarigna,English,Oromigna

• Total size:1104300 sq.km

Reason behind launch product in Ethiopia

• Ethiopian country is the hottest country in world so there is many cases of skin disease and turmeric product is the miracle product for skin.

• Largest domestic markets in Africa with more than 80 million consumers

Franchise

Trading Houses

Agent&Representative

Multi-brand outlets

Franchising is a more specific form of licensing. The franchisee is given the right to use a set of manufacturingor service delivery processes, along with established business systems or trademarks, whose use is controlledby the licensing agreement.

Trading houses are domestic intermediaries that market your goods or services abroad. A full-service trading house can handle many aspects of exporting,such as market research,transportation,appointing distributors or agents, exhibiting at trade fairs, advertising and preparing documentation.

An agent secures orders from foreign customers in exchange for a commission. A representative is a specialized agent who operates within a specific geographic area and who sells related lines of goods or services..

 May look forward to increase market presence by tying up with wal-mart or some other major retail outlet.} Looking upto…

Market Entry Strategy

Entry strategy

• A new Brand Logo will be considered for the Better International Recognition.

Marketing Mix

PRODUCTVarietyQualityDesignFeaturesBrand NamePackagingService

PRICEList PriceDiscountsAllowancesPayment periodCredit terms

PLACEChannelsCoverageAssortmentsLocationsInventoryTransportationLogistics

PROMOTIONAdvertisingPersonal sellingSales promotionPublic relations

Product Mix

• Turmeric Skin Cream for normal skin.• Turmeric powder for multi purpose.• Vicco Turmeric cleansing gel.• Turmeric Face Wash • Turmeric Skin cream (Oil Base)• Turmeric WSO Cream

Price mix

We will choose penetration strategy and custom based pricing approach. price of our products are:

• Turmeric Skin Cream….15 Birr• Vicco Turmeric Cream with Sandalwood Oil…13 Birr• Turmeric powder for multi purpose ….15 Birr• Turmeric Face Wash…..15 Birr

Place mix

Two distributors:- One in Addis Ababa Another in Gonder

Both of these are most populated metro in Ethiopia

Electronic media :-

– Television:-contract to etn and some other like Addis TV, Dire TV because Over 98% of Ethiopians households own Television.

– Radio:-radio fana

Print media :-

– News paper:-Addis admass and local are Ethiopian zare and reporter

Promotion mix

Engaging the Consumer

Forum & Chat corner on the website for various beauty enthusiasts

Consumer community to enhance and strengthen their brand loyalty. Offer schemes, freebies, hold competitions

Customer Relationship Management (also including Customer Complaints, suggestions, queries)

E-commerce: Purchase & orders for the consumer and the stockist/c&f agent, wholesaler, distributor

The Launching Campaign (45 Days)Campaign No. of days Activities decided

Top level exercise 14 Discussion & decision making on all ends like-Budget, Ads, etc.

Training of sales teams

10 Training on New product features, weakness & new targets.

Selection of activity and places

7 Media engagement

Radio

Web and social media

PR

Events

The Launching Campaign

Campaign No. of days Activities decided

Pre launch activity 4 Full dress rehearsal and review of it.

The launch 1 The full fledged launch by the chairman and the brand ambassador in the presence of media and the dignitaries.

Post launch activity 9 Special counters whole week in shopping centers, frequent commercial on T.V. and radio, road shows and village fairs.Cover entire market with VICCO cut outs.

As per our research we have seen that Turmeric is an ayurvedic product of natural sciences which comes mainly from India and so to launch it as a product in international market will be very beneficial.

And we have decided Ethiopia to launch it because hottest country in world so there is many cases of skin disease and turmeric product is the miracle product for skin. And turmeric products has no competitors So due to these we hope that our product will quickly gain the market share.

Words of thank you

• We are obliged that we were given opportunity to make a new different project.

• So we would like to thanks to all my respected teachers and my friends who help me a lot.