Product launch
Assorted deodarant
Efforts by:- Prateek Mishra Roshni Raj Mansi Panjani Anuranjan Kumar Shruthi Sashi Kumar Monojit Malik
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ASSORTED -Arousing freshness in
your work life
Overview
•Assorted is a deodorant product under a
hypothetical start-up – Redolence Pvt. Ltd.
• Partnership basis- 5 Partners
•Initial investment is 25 crores
S.W.O.T ANALYSIS
STRENGTH: 2 focused ranges for men and women Incredible humidity absorption
capacity High differentiation factor due to
factors like humidity absorption, dual fragrances in single pack.
Good distribution, promotions, and campaigns for luring customers
WEAKNESS: Only an urban market phenomenon Deodorants market is highly
competitive and hence limited scope to increase market share
OPPORTUNITY: Expand in more varieties to make
presence felt Eventually tie up with hotel chains
and large organizations.
THREATS: Deodorants sales are seasonal. Competition from Premium segment
deodorants like axe, Garnier, set wet etc.
Customer retention difficult
S.T.P. analysisSEGMENTATION
TARGETING
POSITIONING
Segmentation
geographic
indian
Urban people
demographic
Middle aged
Male/female
Middle to high income group
Working professionals
PSYCHOGRAPHIC
Attitude and belief
People who prefer to use deodorants and those who do not
Target customer
Positioning Statement
“We offer 48 hours antiperspirant deodorants for catering to the needs of working professionals, aged between 20 to 50 years.”
Competitive brands market share
Competitors review
V/S
Major competitor Unilever We will defeat you
PRODUCT Our product would be
offered in 180 ml pack It will be available in two
packs. The design of the product
would be attractive. The U.S.P. of our product
“assorted” would be that, it will be offered as a deodorant, with two fragrances in one bottle.
MARKETING MIX
PRICEThe deodorant would be introduced in the market at a
price of Rs180.
A margin of 10% would be kept for the wholesalers
and a margin of 25% would be kept for the retailers.
PLACE
• Our product “Assorted” would be launched in the national market.
• It will be available in every major city of India. We will sell our product at retail outlets, supermarkets, apparel stores.
CHANNELS OF DISTRIBUTION.
MANUFACTURER WHOLESALER RETAILER CUSTOMER
We will be distributing our product via supermarkets in the country
like Big Bazaar, Spencer’s, Hyper city.
We would also use traditional channel i.e. unorganised stores. Our
distribution channel length would two level distribution that will
include manufacturer, wholesaler, retailer, customer
CHANNEL MEMBERS.
To get adequate shelf space in the stores we would
provide some discounts to channel members. Initially we
would keep our margins low and allow more margins to
the channel members
Packaging
Our packaging would be attractive and the bottle
would be made of metal.
we would be printing a health tips for keeping skin
healthy on each bottle that we will be produced.
We will also be providing sample deodorants for trial
purpose but that would be done only in selected
stores.
PROMOTION
Newspapers
Magazine
Social networking sites
Radio
Television
Internet ( Social Networking Sites)
Brouchers
Bill boards
Promotional Events
Promotion (cont.)
our promotion strategy would include promoting
product by providing deodorant in small bottles for
trial purpose (only in selected stores).
ASSORTED DEODRANTS
AROUSING FRESHNESS IN YOUR WORK LIFE
Research Costs Total 378002.00
Communications Costs Total 641250.00
Networking Costs Total 6350.00
Promotions Costs Total 557500.00
Advertising Costs Total 369100.00
Public Relations Costs Total 160000.00
Meal Costs Subtotal 37950.00
List Service Costs Subtotal 77700.00
Audio/Visual Services Subtotal 17870.40
Additional Costs Subtotal 21695.00
ESTIMATED MARKETING GRAND 2267417.40
BUDGET PLAN (in Rs.)
BREAK EVEN ANALYSIS
UNIT COST PRICE = Rs. 180
Selling price Rs. 180.00
Less :Variable cost @ 60% Rs. 108.00
Contribution Rs. 72.00
BEP (in Units) = Fixed Cost / Contribution per unit
BEP (in Units) = 13,88,889 units
BEP (in Rs.) = Fixed Cost * Selling Price
BEP (in Rs.) = Rs.25,00,00,000
MARK UP PRICE
Market Suggested Retailer Price Rs.180.00
Retailers Mark Up Price (25%) Rs.45.00
Wholesaler Price Rs.135.00
Manufacturers Mark Up Price (10%) Rs.14.00
Manufacturers Cost Rs121.00
Total Investment = Rs.25, 00, 00,000
Total Production in One Year = 10, 00,000 Units
Fixed Cost = 40% of Investment = Rs.10, 00, 00,000
CONTIGENCY PLAN
In case the product fails in the market , then we would come up with new product that will target youths. We will reposition our product and some alteration will be made in its composition. we will use the fixed facilities that we already have.
Single Segment
Targeting Other Segment
Diversifying Worldwide
World’s Market Leader
Thank you!