Quench It Ppt

8/8/2019 Quench It Ppt...

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Topic : Launching Of A New Product

Subject : Marketing Management


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GROUP MEMBERS:

Sneha Gogri 17Raj Padharia 33

Riddhi Parekh 35

Jigar Saiya 38Hardik Savla 42

Purvi Shah 51


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Quintessence Pvt. Ltd.


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Mission & Goals

To establish in- house programs to fight

tobacco use at the local, regional and nationnal

level.

To prevent youth smoking through Quench- It.


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Product Portfolio

Choc Chum Droobles


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Product Portfolio

Quinces Quadra-flavoured Juicy Mint


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Manufacturing Division

Manufacturing plant located at Mumbai.

State of the art infrastructure supporting

the mission of the company.


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Qua ity Contro

Laboratory inspection and approval.

Rigid and vigilant Quality Control

standards of the final product.


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Competitors & Nicotine

Gastrointestinal - Decreased appetite

Neurological Medullary depression, neurological

blockade Cardiac - Tachycardia, hypertension

Pulmonary - Increased respiratory rate

Systemic - Tolerance, dependence


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Market Research

We conducted a survey, personal interviews and

asked people about the specific product.

We asked them whether they would like to use

a simple product such as chewing gum for quitting

smoking.


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64%

36%

Smoking Population Of India

Smokers

Non-Smokers


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Gender Wise Smokers

Female

Male

26%

74%


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Types Of Smokers

Regular Smokers

Chain Smokers

62%

38%


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78%

22%

Population Regretting Smoking

Regret

Do Not Regret


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Market Segmentation

Dividing market into smaller groups of buyers distinct

needs, characteristics or behaviour who might require separateproducts or marketing mixes.


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Types of Market Segmentation

Geographical segmentation

Demographic segmentation

Psychographic segmentation


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TARGETING

It is the set of buyers sharing commonneeds or characteristics that the companydecides to serve.

Target marketing.

Undifferentiated marketing.


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Positioning

Positioning is the act of designing, thecompanys so that it occupies a distinct and

valued place in the target customers

minds.

Steps included in product positioning:1. Product differences

2. Image of the company


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Product

Anything that can be offered to a market

for attention, acquisition, use, or

consumption that might satisfy a need or

a want.


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Core Product

Chewing gum base

Sugar

Corn syrup

Softeners and flavourings

Glucose syrup

Sucrose

Glycerol

Eucalyptus extracts

Neem extracts

Mint


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Actual Product

Brand

Registration and Patent

Packaging

Quality


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Augmented Product

Guarantee

Discounts


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Price

The amount of money charged for a product o

service, or the sum of the values that consumer

exchange for the benefits of having or using th

product or service.


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Cost-Based PricingParticulars Amount (paise)

Direct materials 28

Direct labour 20

Direct expenses 8

Prime Cost 56

Work overheads 13

Work Cost 69

Administration overheads 16

Cost ofProd ctio 85

Selling / Distribution overheads 15

Cost of sales 1.00


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Price ListType Quantity Price

Single Piece 1 Rs. 3.00

Blister Pack 4 Rs. 10.00

Carry-along Box 15 Rs. 40.00

Small Cartan 25 Blister-packs Rs. 235.00

Large Cartan 50 Blister-packs Rs.450.00


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Place

Place includes company activities that make theproduct available to target consumers.

It Includes:

Channels Coverage

Assortments

Location Inventory

Transportation

Logistics


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Quintessence

W lesalers

Retailers

Final

C nsumers

AChannel of

distribution is astructure of intra-

companyorganisational

unit and intracompany

agents,dealers,wholesalers and

retailers throughwhich a

commodity,product or service

is marketed.

Distribution &

Channels


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Logistics

Logistics is the transporting, storing and handling ofgoods to match target customers needs with a firms

marketing mix both within individual firms along a

channel of distribution.


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Promotion

Promotion is communicating information between

seller and potential buyer or others in the channel to

influence attitudes and behaviour.


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Mediums Of Promotion


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Print Media

Newspapers Magazines


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Hoardings & Signboards


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Electronic Media

Television is the most attractive form of electronic

media.

Announcements in various local languages on

radio.

Internet advertisements and flashings on the sitesshall cover the youth of India.


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Anti-Smoking Campaigns

These campaigns shall be conducted few weeks

before the launch of Quench-It showing the ill-

effects of smoking and the consequences that one has

to face after smoking regularly for years.

The regular advertising and promotion of Quench-

It will definitely boost the sales.


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Tie-Ups

Tying up with NGOs and other organisations that

oppose smoking shall be another effective facet of thepromotions. These NGOs will prove to be useful

since they regularly conduct anti-smoking programs

and they will promote our product during their

programs.


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Brand Ambassador Mr. Shahrukh Khan as the brand ambassador

for the promotion and advertising of Quench-

It.

His star status and fan following is huge and

hence many people do what he does.


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Sales Promotion

Free samples shall be distributed and be

provided to the smokers .

Quench-It shall also be provided for free to

those who buy cigarettes at the pan beedi shops of

Mumbai.


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Push Strategy

It means a promotional strategy that calls forusing the sales force and trade promotion to push

the product through channels.

ProducersRetailersand

holesalersConsumers


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Stages

1. Product Development Promotions Research & Development

2. Introduction

3. Growth

4. Maturity

Thestag

es t

hroug

hwh

ich

all products t

hat su

rvive

the

ir

initial launch

will pass be

fore

be

ingwithdrawn from the market at theend of their commercial life.


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Product Development Life Cycle


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Advantages Of International Expansion

It will lead to international recognition.

Profit margin of our company will increase by charginghigh price in foreign countries.

There will be good support from the government as ourproduct is for social cause.

As there are no competitors in the market we will be

able to enjoy the monopoly internationally too.


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S.W.O.T. ys s


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Documents

Quench It Ppt