NIRDOSH

CASE ANALYSIS ON

BHAVSAR’S HERBAL SMOKING DEVICE

Nirdosh is a non-smoking device developed by Mr. Natvarlal Bhavsar. It is a unique herbal smoking device made of 14 herbs developed as a tobacco free cigarette with medicinal values. Mr. Bhavsar is the proprietor of Maans Products, a family run, biri -manufacturing business with a total sales volume of Rs. 10 lakhs a year. Nirdosh is truly about a unique product in the tobacco industry segment pertaining to biris and cigarette smokers. A product that does not have a parallel should top the list in a market. Nirdosh is a smoking stick that Mr. Bhavsar had the option of either rolling into bidis or cigarettes or both.

BRIEF ABOUT CASE

Name : “Maans”Brand : NirdoshPromoter : Mr. Natvarlal BhavsarForm of organization : Sole Proprietorship Total Assets : Rs.60000Sales Volume : Rs.1000000 in 1980

COMPANY PROFILE

Induces a sense of well being and helps concentrate mind due to the herbal contentsNo nicotine- no harm to the healthNo paper to burn no harm to the healthNirdosh received positive feedback about the beneficial effect of smoking Nirdosh in curing certain ailments like cold, cough, fever, asthma, premature greying of hair, weak gums etc.

BENEFITS OF NIRDOSH

1) PRODUCT 2) PRICE3) PROMOTION4) PLACE

4 P’s

1} Selection and procurement of filter – Recommend use of filters for preventing the inhaling of solid particles 2} Selection and development of wrapper filter i. Tendu leaves ii. White paper iii. Special coloured medicinal paper – would be costly but will be i) familiar ii) no harmful effects iii) hides the stains and staleness impact they give 3} Packing - Shape of the pack i. Rectangular cardboard sized pack resembling cigarettes – primary target customer segment is cigarette smoking community ii. Conical pack representing biris 4} Selection of brand name from “Nirdosh” 

PRODUCT

1} High Price- Niche Product 2} Comparable Price – Market as a substitute for cigarettes/ Biri with medicinal properties 

PRICE

1} Promotion of benefits in insert i. emphasize on the health benefits ii. tobacco-free 2} Missing punch - line. Should come up with catchy punch-line like “Ek kash zindagi ka!” 3} If possible try getting “Ashok Kumar” on cover pack 4} Make the product more visible using low cost advertising medium i. Newspaper ii. Magazines iii. Radio (or Doordarshan but costly) iv. Outdoor Advertising - Bus Panels (or Hoardings but costly) v. Door – to – door selling should be stressed and continued 

PROMOTION

1} One main outlet in Ahmedabad

2} Various other town and cities of India

PLACE

1) SEGMENTATION2) TARGETING3) POSITIONING

STP ANALYSIS

“ Segmentation is an Operating Principle for the classification of various Segment to cater Marketing requirement”

EXISTING SMOKERS CASUAL SMOKERS PATIENTS ADDICTED PEOPLE NON SMOKERS RURAL PEOPLE

SEGMENTATION

EXISTING SMOKERS RURAL PEOPLE PATIENTS

TARGETING

BRAND NAME –NIRDOSHADVERTISINGRAW MATERIALWRAPPERPACKAGING

POSITIONNIG

STRENGTHWEAKNESSOPPORTUNITYTHREAT

SWOT ANALYSIS

Product innovation skills Nirdosh helps in curing certain ailments

like cold, cough, fever, asthma, premature greying of hair, weak gums etc.

Induces a sense of well being and helps concentrate mind due to the herbal contents

No nicotine- no harm to the health Cost advantage Better product quality relative to rivals

STRENGTH

No clear strategic directionWeaker dealer network than key rivalsNot attracting new customers as rapidly as

rivalsNon availability of technology for rolling

purpose

weakness

No competitor in herbal cigarette market so there is large market available

Utilizing existing company skill or technological know-how to enter new product line or business

Market openings to extend the company’s brand name or reputation to new geographic areas

OPPORTUNITY

Entry of new potential competitorsAdverse shift in foreign exchange rates and

trade policies of foreign government

THREATS